Impacts of Brand Equity on Consumer Buying Behavior In Smartphone Industry Among University Students of Bahawalpur

Abstract

The main motive for this research was to inspect the effect of brand equity on consumer buying behavior in smartphones industry among university students of Bahawalpur region. In this research the research questions are addressed and a descriptive research design is used. The population for the research are the university students of Bahawalpur region. The investigation populace comprised of 30,000 students. A sample size of 395 students was determined, and collected them. The researcher has firstly checked the reliability and validity of the data. Then correlation and regression analysis is done for testing. Descriptive statistics are used to analyze the description and summary of the data. Whereas the correlation and regression analysis is used to check the relation between the independent and dependent variables. The researcher has found that the independent variables which are Perceived value and Brand image are statistically significant and are positively related to the Consumer buying Behavior. While there is a moderator in the research called “Word of Mouth”. The researcher also found out that all the independent variables have a significant impact on the buying behavior of the consumer with respect to word of mouth. This research only investigates the industry of smartphone and students who are linked to the universities present in the Bahawalpur Region. Although this has not prevented the emergence of significant results. The results of this study hold important implications for both industry and academics. This research helps the industry holders to analyze that what steps they could take to increase their sales of smartphones whether they are the new or old in the market. And how they can make their better place in the market. This research is one of the few which investigate brand equity and its effects on consumer buying behavior in smartphone industry with independent variables which are perceived value and brand image with word of mouth as a moderator