Factors Influencing Young People’s Purchase Intention Towards Smartphones: A Review of Samsung and Vietnam Smartphone Market

Abstract

This research paper aims to figure out factors that affect consumers’ purchase intention of smartphones in Ho Chi Minh City and assess the strength of effects of each aforementioned factor. To make this paper more specific and relevant with reality, Samsung is chosen as the representative of the smartphone sector because of its leading position in the Vietnam market, especially with young consumers. This study employs data from 218 young people who are inhabitants in Ho Chi Minh City. The collected dataset is utilized to evaluate general hypotheses by employing several quantitative and statistical techniques. The findings of this research reveals that Advertising, Celebrity Endorsement are two factors that significantly influence consumers’ purchase intention towards Samsung smartphone products. Meanwhile, according to this study, Branding factor is even eliminated due to its misleading characteristics and Product Perceived Quality does not affect purchase intention towards smartphones. Based on those findings, it is suggested that Samsung and other companies in the smartphone sector should identify targeted young consumers’ insights and align significant factors affecting consumers’ purchase intention with their needs, wants and emotional attachment. Ultimately, it is crucial to promote brands’ product distinctive features while also aligning with the demands and desires of their target consumers. Finally, the research group will discuss pragmatic implications and further recommendations for Samsunga and other companies in the Vietnam smartphone market.