To study the factors influencing millennial’s purchasing behavior towards smart phones / Muhammad Afiq Noor Azam

Millennial are considered as the technology savvy generation. They were born in the technology era, in other words, it is impossible to see them without smart phone in their hands. Millennial are network citizens who are very comfortable and familiar with devices and technology, and obsessed with so...

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Bibliographic Details
Main Author:	Noor Azam, Muhammad Afiq
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2020
Subjects:	Social aspects. Social marketing Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives
Online Access:	http://ir.uitm.edu.my/id/eprint/28508/ http://ir.uitm.edu.my/id/eprint/28508/1/PPb_MUHAMMAD%20AFIQ%20NOOR%20AZAM%20BM%20M%2020_5.pdf

id	uitm-28508
recordtype	eprints
spelling	uitm-285082020-02-27T03:33:43Z http://ir.uitm.edu.my/id/eprint/28508/ To study the factors influencing millennial’s purchasing behavior towards smart phones / Muhammad Afiq Noor Azam Noor Azam, Muhammad Afiq Social aspects. Social marketing Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives Millennial are considered as the technology savvy generation. They were born in the technology era, in other words, it is impossible to see them without smart phone in their hands. Millennial are network citizens who are very comfortable and familiar with devices and technology, and obsessed with social media (Bolton, 2013). The purpose of this study is to find out what influence them to purchase a smart phone. The variables that were included in this research was Brand Awareness. According to (Catherine Njoki Muigai, 2017), branding has become an important aspect in the eyes of the Millennial as they seek to purchase a brand that can express themselves and satisfy their needs. Price on the other hand as stated by (Hyllegard, 2011), Millennial are the generation that cares about the environment therefore this makes them willing to spend on products or services that serve in good purposes. Next, Brand Experience as stated by (Williams and Page, 2010), states that Millennial prefers and values a product or services that gives them positive experience. Lastly, for Social Reference Group as stated by (Suki and Suki, 2013) Millennial are tend to be influenced by their circles of social when it comes to their dependency towards smart phones. These were the variables that has been tested in this study to investigate which one of them influence the most on the Millennial’s purchasing behaviour towards smart phones. The survey was done by distributing set of questionnaires by using Likert scale method. The questionnaires was distributed through online survey and the researcher managed to gain 169 respondents. Reliability test, Pearson Correlation Analysis and Multiple Regression Analysis has been used to find the result. The findings indicates that Brand Experience influence most of the respondent when it comes to purchasing a smart phones. Faculty of Business and Management 2020 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/28508/1/PPb_MUHAMMAD%20AFIQ%20NOOR%20AZAM%20BM%20M%2020_5.pdf Noor Azam, Muhammad Afiq (2020) To study the factors influencing millennial’s purchasing behavior towards smart phones / Muhammad Afiq Noor Azam. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Social aspects. Social marketing Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives
spellingShingle	Social aspects. Social marketing Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives Noor Azam, Muhammad Afiq To study the factors influencing millennial’s purchasing behavior towards smart phones / Muhammad Afiq Noor Azam
description	Millennial are considered as the technology savvy generation. They were born in the technology era, in other words, it is impossible to see them without smart phone in their hands. Millennial are network citizens who are very comfortable and familiar with devices and technology, and obsessed with social media (Bolton, 2013). The purpose of this study is to find out what influence them to purchase a smart phone. The variables that were included in this research was Brand Awareness. According to (Catherine Njoki Muigai, 2017), branding has become an important aspect in the eyes of the Millennial as they seek to purchase a brand that can express themselves and satisfy their needs. Price on the other hand as stated by (Hyllegard, 2011), Millennial are the generation that cares about the environment therefore this makes them willing to spend on products or services that serve in good purposes. Next, Brand Experience as stated by (Williams and Page, 2010), states that Millennial prefers and values a product or services that gives them positive experience. Lastly, for Social Reference Group as stated by (Suki and Suki, 2013) Millennial are tend to be influenced by their circles of social when it comes to their dependency towards smart phones. These were the variables that has been tested in this study to investigate which one of them influence the most on the Millennial’s purchasing behaviour towards smart phones. The survey was done by distributing set of questionnaires by using Likert scale method. The questionnaires was distributed through online survey and the researcher managed to gain 169 respondents. Reliability test, Pearson Correlation Analysis and Multiple Regression Analysis has been used to find the result. The findings indicates that Brand Experience influence most of the respondent when it comes to purchasing a smart phones.
format	Student Project
author	Noor Azam, Muhammad Afiq
author_facet	Noor Azam, Muhammad Afiq
author_sort	Noor Azam, Muhammad Afiq
title	To study the factors influencing millennial’s purchasing behavior towards smart phones / Muhammad Afiq Noor Azam
title_short	To study the factors influencing millennial’s purchasing behavior towards smart phones / Muhammad Afiq Noor Azam
title_full	To study the factors influencing millennial’s purchasing behavior towards smart phones / Muhammad Afiq Noor Azam
title_fullStr	To study the factors influencing millennial’s purchasing behavior towards smart phones / Muhammad Afiq Noor Azam
title_full_unstemmed	To study the factors influencing millennial’s purchasing behavior towards smart phones / Muhammad Afiq Noor Azam
title_sort	to study the factors influencing millennial’s purchasing behavior towards smart phones / muhammad afiq noor azam
publisher	Faculty of Business and Management
publishDate	2020
url	http://ir.uitm.edu.my/id/eprint/28508/ http://ir.uitm.edu.my/id/eprint/28508/1/PPb_MUHAMMAD%20AFIQ%20NOOR%20AZAM%20BM%20M%2020_5.pdf
first_indexed	2023-09-18T23:20:24Z
last_indexed	2023-09-18T23:20:24Z
_version_	1777419393047724032

To study the factors influencing millennial’s purchasing behavior towards smart phones / Muhammad Afiq Noor Azam

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