Factors Affecting the Smartphone Purchase Decision of Consumers Living in Phan Thiet City

Abstract

The smartphone market is currently very competitive with the participation of many famous phone manufacturers in the world. For suppliers, to strengthen their competitive position, understanding the factors that influence consumers’ smartphone purchase decisions is very important. The study conducted a survey of 210 respondents who are using smartphones in Phan Thiet City and applied an exploratory factor analysis model. The research results show that there are six factors affecting the smartphone purchase decisions of consumers in Phan Thiet City, the level of impact, in order to strongest to lowest, is as follows: (1) Brand of the product; (2) Quality value; (3) Price of the product; (4) Human value; (5) After-sales service and (6) Social values.