The effect of the brand in the decision to purchase the mobile phone a research on Y generation consumers

\.Ibrahim Halil Efendio\u{g}lu, Adnan Talha Mutlu and Yakup Durmaz

Papers from arXiv.org

Abstract: The aim of the study is to determine the effect of the brand on purchasing decision on generation Y. For this purpose, a face-to-face survey was conducted with 231 people in the Y age range who have purchased mobile phones in the last year. The study was conducted with young academicians and university students working in Harran University Vocational High Schools. The collected data were analysed with AMOS and SPSS statistical package programs using structural equation modelling. According to the results of the research, the prestige, name and reliability of the brand have a significant impact on the purchase decision of the Y generation. Price, advertising campaigns and technical services of the brand also affect this decision less. On the other hand, the place where mobile phone brands are produced and the importance they attach to social responsibility projects do not affect the purchasing decision.

Date: 2022-05, Revised 2022-08
New Economics Papers: this item is included in nep-ipr and nep-pay
References: Add references at CitEc
Citations:

Downloads: (external link)
http://arxiv.org/pdf/2205.13367 Latest version (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:arx:papers:2205.13367

Access Statistics for this paper

More papers in Papers from arXiv.org
Bibliographic data for series maintained by arXiv administrators ().