FACTORS INFLUENCING ADULTS INTENTION TO

PURCHASE A SMARTPHONE
TABLE OF CONTENT
1.
A
brief
outline
of
BCU
Business
School
&
ICL.1
2.
Purpose
of
the
study

..1
3.
Methothology

..1
4.
Summary
of
the
key
findings
.2
5.
Conclusions
..
4
6.
Recommendations
..4
Appendices

..5
Appendix 1: Design Approach
Appendix 2: Sample Design
Appendix 3: Descriptive Statistics
Appendix 4: Questionnaire
References
10
1. A brief review of two universities
The two chosen universities in this study were the Imperial College London
(ICL) and the Birmingham City Business School (BCU Business School). This
choice made convenience for the researcher in term of location.
Imperial College London is a public research university located in London,
United Kingdom. This university is currently ranked 8th of top universities with
best quality in the world. Imperial College London got its reputation for the
excellence in teaching and research, attracting students and staff of the highest
international quality. Imperial College London is the only UK uinversity to focus
entirely on science, engineering, medicine andy

business (Top Universities

(2016))
Birmingham City Business School is a school within Birmingham City
University. It is one of the largest business schools in the UK. The school offers
courses of various majors relating to business, law and social sciences
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(Wikipedia, 2016). The Business School is highly recognised for the quality of its
academic programmes. A significant amount of its provision has accreditation
from professional bodies such as Association of Chartered Certified Accountants
(ACCA), and Charted Institute of Marketing (CIM).
2. Purpose of the study: This research aims at exploring the factors influencing
purchase intention of smartphone among adults teachers aged from 30 to 35 at
the two chosen universities.
3. Methodology: This study employs a quantitative approach using questionnaires
to demonstrate the hypothesis and achieve the objectives. A questionnaire
consisting of twenty questions has been prepared for this study.
4. Summary of key findings
4.1

Demographic profile

Descriptive statistic was used to summarize the profile of 20 surveys.

Results could be found in detail as the below table and figures
Demographic Characteristics
Gender
Male
Female
Age (30-35)
Income
Less than 500$
From 500$ to less than 700$
From 700$ to less than 1000$

Frequency
(n)
20
10
10
20
20

1
6
7
Above 1000$
6
Table 1: Demographic of respondents

Percentage
(%)
100%
50%
50%
100%
100%
5%
30%
35%
30%

The gender distribution in the research accidentally fall into an absolute

balance between male and female respondent. While 10 male respondents were
recorded with a percentage of 50, the same number has also been found in
female respondents. This could be surprisingly consider that male and female
both paid their intention to the smartphone topic.

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50%

Male

50%

Female

Figure 1: Sex of Respondents

4.2 Average income of Respondents
There might be a connection between the sex and the average income of
the respondents. Most of male and female respondents fall in the average
income from 700$ to less than 1000$. Only 5% of them have the income under
500$, a percentage of 35% has been recorded from the male group of income
above 1000$.
At last, it has been seen that while females show more favor to
smartphone, they are still in a lower average income in comparison with the
male ones. In cross-tabulation calculation, the respondents in the females show
the largest portion in average income of under 1000$ .
Less
than
500$

Male
Female
Total

From
500$
to Less
than
700$
2
4
6

0
1
1

From
700$
to less
than
1000$
3
4
7

Above
1000$

Total

5
1
6

10
10
20

Table 2: Crosstab between sex and average income of respondents

5%
30%

Less than 500$

30%

From 500$ to less

than 700$
From 700$ to less
than 1000$

35%

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Above 1000$

Figure2: Percentage of income of respondents

4.3 Findings from Descriptive Statistics
Mean value of the variables have been display in the table of Appendix.
Mean of Price vary from 2.75 to 3.10, with the lowest value found in PR4 (I will
only buy smartphone on price reduction or promotion) at 2.75, which mean the
marketing tactics base on price may not preferred much from these adults. In
contrast, they have more consensus in PR1 (I buy Smartphone because they are
worth to used regarding between with their price & usage quality) at value of
3.10. Which means that product in the balancing between price and quality
would attract more attention.
In term of Social Influence, means of variables have high difference from
2.70 to 3.15 ,in which, the lowest value of dependent variables found. At the
value of 2.70, SI2 (Friends and family are very helpful to me in making decision
of buying smartphone.) have least rated among the adults aged from 30 to 34,
this somehow proves that the adults tend to look for other sources rather than
friends or families while choosing their smartphone. In contrast, it is supposed
that the adults worker at the two chosen universities might find more references
on social network or forums as the I will seek for information from social
network and forums before buying a smartphone (SI5) item was recognized at
the highest mean value of 3.81.
For the independent variable, the mean of Purchasing Intention is valued
from 2.85 to 3.55. While the PI5 (I am willing recommend my friend/family
member to buy a smartphone) has the lowest value of 2.85, the highest mean
value is recorded in PI2 (I intend to buy a smartphone) at 3.55
5. Conclusion
The respondents of this study including of 50% males and 50% females
unintentionally. Most of them have an average income between 500$ and 1000$
(75% in detail). The Price of connect to usage value was found to be an
important item as it mean of 3.10. In contrast, the least mean of item value was
2.70 of Friends and family are very helpful to me in making decision of buying
smartphone in Social influence.
Several factors have been examined if they have impact on the
purchasing intention of smartphone in this study. From the very beginning, the
researcher spend efforts analyzing this relationship between the dependent
variables and the independent variables including: Price, Brand, Compatibility,
Relative Advantage, Product Features and Social Influence. Nevertheless,
4 | Page

collected data present that the adults in BCU School and ICL have been affected
by Relative Advantage, Product Features and Compatibility
Evidences from the study demonstrated that, smartphone firms might be
inherited from the buying decision if they could enhance the effect of Relative
Advantage, Product Features, Compatibility and Preference into real product, as
well as into their marketing strategy.
6. Recommendation
The small scale study explores the factors influencing the purchase
intention of smartphone among adult workers aged from 30 to 35 at the two
chosen universitites, later analyze has significant discover to unhide the
researchers questions. However, with a narrow scope of adult workers in the two
universities with small samples, this research does not have ability to generalize
the results in term of the whole country. It is recommended to have further
studies in different cities and province with larger samples. Since then, more
accurate insights of smartphone consumers would be draw out to represent for
the Australian smartphone market. In addition, the study sample has not include
the other groups as teenager or students, who are very fond of smartphone and
have highly intention to use smartphone. Further explanation for more segment
insight should give a wider picture for firms to consider while planning to launch
new products.

Appendix 1: Design Approach

As a descriptive research, this thesis present the researchers intention to
use quantitative data to illustrate the characteristics of the population, as well as
to study the phenomenon. Advantage of this type of research is to collect unique
data from case studies. Data was collected to provide an insight from consumers
in various aspects of their lives, which other methods can not apply better
(Swindells, 2004). Moreover, the method could provide an ability to finalize the
result and approve or disapprove hypothesises
At last, questionnaire was considered as an instrumental to imply in the
research. Group of categorized questions would be provided to collect primary

5 | Page

data. It is fast, inexpensive, efficient, and effective method compared to others

(Key & P., 1997).
This study employs a quantitative approach using questionnaires to
demonstrate the hypothesis and achieve the objectives. A questionnaire
consisting of 37 constructed questions has been prepared for this study. The
process of collecting is persontional interview surveys with a questionnaire using
likert scale. The data was analyzed through SPSS 20. The results of this research
were unhide base on answering the research questions
Appendix 2: Sample Design
1.1

Sampling design
A process of selecting a group people with similar characteristics and

preferences as the total group where it is chosen is call sampling (Wrenn,

Stevens, & Loudon, 2006). To collect data effectively and efficiently, designing a
sampling framework is important to any researcher. Furthermore, selecting most
appropriate samples means to provide more accurate answer while collecting the
questionnaire.
1.2

Sampling frame and sampling location

The data was gathered by paper survey questionnaires designed for small
number of respondents , a quantitative research solutions has been used in the
industry as well as cited in academic journals Brunson, K. W (2008) and books
(Modern marketing research concepts, 2012). After the questionnaire has been
formed, it was sent to respondents by personal interviews with participants at
the two chosen universitites. The personal interview was scheduled one week
previous to the actual interview with the acceptance of participants who the
researcher knows their age ranges previously.
1.3

Sampling Technique
Convenience sampling was applied in the research. As a non-probability

sampling technique, convenience sampling is to obtain a sample of convenient

elements. Its advantage include relatively easy sample collection and data
collection (Anderson, Sweeney, & Williams, 2008). In the other hands, the
technique requires least expensive and time consuming. In the limitation of the
research, the researcher distributed the questionnaire to ones who were working
in the two universities of BCU School and ICL.
1.4

Sampling size
According to Malhotra (1996) sample size refers to the number of

elements to be included. A quantity of 25 questionnaires have been finished

during six days from July 26th to August 2nd . However, 5 results has been rejected
6 | Page

due to unfinished questionnaire and duplicated results (like all answers are 4 are
5 only). At last, a number of 20 samples has been used to the data analyzing.
Appendix 3: Descriptive statistics
Variable

Label

Mean

Std.
Deviation
1.4
1049

I will only buy smartphone because they

are worth to use regarding their price &
usage quality.
Price is my main consideration when
deciding whether to buy a smartphone..

PR1

3.10

PR2

3.05

I compare prices of other Smartphones

brands and store brands before I choose
one.
I buy Smartphone only on price reduction
or promotion.

PR3

2.90

PR4

2.75

1.16416

The cheapness of some Smartphones

brand suggests to me that they may
have some risks, such as low quality.

PR5

3.00

1.3

Brand name is a major factor that will

influence my decision towards buying a
smartphone.
I prefer to choose globally brand while
buying smartphone.

BR1

BR2

3.00

1.52177

I prefer to choose a trustworthy

smartphone brand.

BR3

3.25

1.40955

I only choose smartphone brand of my

favourite
I am willing to choose a less well-known
brand if its products could fulfill my
needs.
Smartphone is compatible and fit with
my needs.
Smartphone is compatible and fit with
my lifestyle / working style.

BR4

2.55

1.35627

1.35627
1.4
8324

7649
2.75

1.4
8235

BR5

1.44732
3.10

CO1

2.85

1.46089

C02

3.00

1.41421

Smartphon
e fit with my habits of using cell phones.
Smartphone is a good complement to the
traditional mobile phones for me.

CO3

2.80

1.39925

CO4

2.85

1.49649

Smartphone can fulfill my want and

needs in current life.

CO5

3.05

1.23438

I like the smartphone ability of taking

photos and videos

FE1

Smartphone provide high quality of

games
Smartphone has lots of useful

FE2

2.95

1.46808

FE3

2.70

1.49032

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1.31689
2.95

applications
Smartphone can connect to internet
easily (with wifi, 3G)

FE4

3.15

1.26803

I choose smartphone due to its operating

system (iOS, Android, Blackberry OS,
Windows Phone,)

FE5

2.70

1.41793

Smartphone are more convenient,

reliable, and useful than normal mobile
phones.
Smartphone are more fashionable,
stylish, and trendy.

RA1

2.75

1.29269

RA2

2.95

1.50350

Smartphone can be synchronized with

other gadgets

RA3

3.00

1.45095

Smartphone bigger screen and full

keyboard make different functions easier
to use.
Smartphone sometimes help me to solve
my work instantly.

RA4

3.25

1.55174

RA5

2.95

1.27630

I will ask the opinions from my friends

and family when buying a smartphone.

SI1

3.05

1.43178

Friends and family are very helpful to me

in making decision of buying
smartphone.
Most of my friends and family members
are using smartphone

SI2

2.70

1.52523

SI3

3.00

1.33771

Friends and family members believe that

smartphone are useful to them

SI4

2.80

1.36111

I will seek for information from social

network and forums before buying a
smartphone
I will continue using smartphone.

SI5

3.15

1.42441

PI1

1.46808

I will share about my smartphone with

my friend and family member
I intend to replace my smartphone with a
better one.

PI2

2.
95
2.80

PI3

3.05

1.23438

I am willing recommend my friend/family

member to buy a smartphone.

PI4

2.85

1.53125

I intend to buy a smartphone.

PI5

3.55

1.46089

1.50787

Appendix 4: QUESTIONNAIRE
SURVEY OF FACTORS INFLUENCING ADULTS DECISION TO PURCHASE A
SMARTPHONE
I would like to ask for your co-operation in completing the form below. Your
help is required as a consumer or smartphone user. This means that you will
8 | Page

be required to provide opinions or your views to the construct statements in

this form.
PART A PERSONAL INFORMATION
1. Please circle the number of your choice. These information below will be used
for the purpose of study only.
What is your gender?
1. Male
2. Female
2. Please state your monthly income by circling the number below:
1. Below 500$
2. From 500$ to 700$
3. From 700$ to 1000$
4. More than 1000$
PART B FACTORS INFLUENCING THE ADUTLS DECISION TO PURCHASE A
SMARTPHONE
The following is a list of factors which may have influenced you when making a
choice of a smartphone to attend. Please indicate the degree of importance of
each item by circling the appropriate number according to the following scale
1: Totally disagree
2: Disagree
3: Neutral
4: Agree
5: Totally Agree
Cod
e

PR
1
PR
2
PR3

PR4

PR5

CO
DE
BR1

BR2
BR3

PRICE

I will only buy smartphone on

price reduction or promotion
Price is my main consideration
when deciding whether to buy a
smartphone
I compare prices of other
smartphones brand and store
brands before I choose one
I buy smartphone because they
are worth to use regarding
between their price & usage
quality
The
cheapness
of
some
smartphones brand suggests to
me that they may have some
risks, such as low quality
BRAND
Brand name is a major factor that
will influence my decision towards
buying a smartphone
I prefer to choose globally brand
while buying smartphone.
I prefer to choose a trustworthy
smartphone brand

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Totally
disagr
ee
1

Disagr
ee

Neutr
al

Agr
ee

Totall
y
agre
e
5

BR4
BR5

CO
DE
CM
1
CM
2
CM
3
CM
4
CM
5
CO
DE
PF1
PF2
PF3
PF4
PF5

CO
DE
RA1

RA2
RA3
RA4

RA5
CO
DE

I only choose smartphone brand

of my favourite
I am willing to choose a less wellknown brand if its products could
fulfill my needs.
COMPATIBILITY
Smartphone is compatible and fit
with my needs.
Smartphone is compatible and fit
with my lifestyle / working style.
Smartphone fit with my habits of
using cell phones
Smartphone
is
a
good
complement to the traditional
mobile phones for me.
Smartphone can fulfill my want
and needs in current life.
PRODUCT FEATURES
I like the smartphone ability of
taking photos and videos
Smartphone provide high quality
of games
Smartphone has lots of useful
applications
Smartphone can connect to
internet easily (with wifi, 3G)
I choose smartphone due to its
operating system (iOS, Android,
Blackberry OS, Windows Phone,
)
RELATIVE ADVANTAGE
Smartphone are more convenient,
reliable, and useful than normal
mobile phones.
Smartphone
are
more
fashionable, stylish, and trendy.
Smartphone can be synchronized
with other gadgets
Smartphone bigger screen and
full keyboard make different
functions easier to use.
Smartphone sometimes help me
to solve my work instantly.
SOCIAL INTENTION

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SI1

SI2

SI3
SI4

SI5

I will ask the opinions from my

friends and family when buying a
smartphone.
Friends and family are very
helpful to me in making decision
of buying smartphone.
Most of my friends and family
members are using smartphone
Friends and family members
believe that smartphone are
useful to them
I will seek for information from
social network and forums before
buying a smartphone

The questions below ask you about your intention to purchase smartphones.
Please cirlce a number of your choice according to the following scale
1: Totally disagree
2: Disagree
3: Neutral
4: Agree
5:
Totally agree
CO
DE

PI1
PI2

PI3
PI4

PI5

PERSONAL
INTENTION
PURCHASING

OF

I
will
continue
using
smartphone.
I
will
share
about
my
smartphone with my friend and
family member
I
intend
to
replace
my
smartphone with a better one.
I am willing recommend my
friend/family member to buy a
smartphone.
I intend to buy a smartphone.

Totally
disagree
1

Disagr
ee

Neutr
al

Agr
ee

Totall
y
agre
e
5
5

REFERENCES
- Anderson, D. R., Sweeney, D. J., & Williams, T. A. (2008). Statistics for
Business and Economics. Cengage Learning
- Imperial College London. Available from:
http://www.topuniversities.com/universities/imperial-college-london
- Malhotra, N. K. (1996). Marketing Research: An Applied Orientation.
Prentice Hall.
- Key, & P., J. (1997). Questionnaire and interview as data-gathering tools.
Retrieved on July 27, 2016 from
http://www.okstate.edu/ag/agedcm4h/academic/aged5980a/5980/newpag
e16.htm

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Swindells,

J.

(2004).

Blurtit.

What

Are

Some

Advantages

And

Disadvantages Of Descriptive Research?: Retrieved on July 27, 2016, from

http://science.blurtit.com/316422/what-are-some-advantages-and-

disadvantages-of-descriptive-research
Wrenn, B., Stevens, R. E., & Loudon, D. L. (2006). Marketing Research:
Text And Cases. Rutledge
Wikipedia. (2016) Birmingham City Business School. Available from:
https://en.wikipedia.org/wiki/Birmingham_City_Business_School.
[Accessed: 19th July 2016]

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