| dc.description |
The main objective of the study was to explore factors that influence consumer purchasing decision for consumer electronics brands: case of computers, laptops, tablets and mobile phones. The study was driven by the inadequacy of reputable researches concerning consumer behaviour of electronic items especially computers, laptops, tablets and mobile phones. Specific objectives of the study were to examine how one’s personal characteristics influence his/her buying decision; to determine how one’s economic factors influence his/her buying decision; to explore the influence of social factors on consumer buying decision and to find out how marketing factors influence consumer buying decision.
The methodology used was survey research design whereby the target population was university students and office employees, a sample of 200 respondents was selected through purposive sampling technique. Data was collected from both primary and secondary sources whereby questionnaire tool was used to collect primary data. Quantitative analysis was done using SPSS 20, STATA 12 and MS Excel 2010.
Findings of the study reveal that respondents were profiled according to age, gender, level of education, occupation and monthly income and social status. Majority of the respondents were aged between 21 to 30 years and there was equal representation of gender because sample was selected through purposive sampling technique. Furthermore, majority of respondents have a bachelor’s degree and are either engaged in business activities or have a salaried job and are in the middle social status group.
The most owned product is mobile phones followed by laptops. 195 respondents own mobile phones and 162 respondents own laptops. Computers (Desktop) and tablets are the least owned products. 46 respondents own computers and 35 own tablets. The most used laptop and mobile phone brands are HP and TECNO respectively.
|
|