Factors Affecting Smartphone Purchase Intention of Consumers in Nepal

The main aim of this research paper is to identify the factors that influence smartphone purchase intention in the Nepalese market. The study identifies how the brand personality, attribute factors, and the price factor influence the purchase intention of a smartphone. The paper puts the emphasis on how the consumer preference functions in the selection of the smartphone and which factor plays the more significant role in smartphone purchase intention. This research paper has used primary data and a 7-point Likert scale survey questionnaire. The primary data has been collected through a structured survey questionnaire by using convenient sampling technique from 294 smartphone users in the Kathmandu Valley. Descriptive statistics, Correlation Analysis and Structural Equation Modeling (SEM) have been carried out to analyze the primary data using the SPSS AMOS 24. Brand personality, attribute factor, and product price were taken as independent variables to identify the impact on purchase intention. The result of the regression path analysis showed that brand personality has no significant effect on purchase intention in the purchasing of smartphone. It is also found that the product attributes and product price have a significant influence on consumer purchase intention of a smartphone in Nepal.