Impact of product-related and social factors on purchase intention of smart-phone buyers in Nepal

Abstract

The paper examines the impact of product-related factors
(price, quality, and country of origin, product feature) and
social factors (social influence and compatibility) on the
purchase intention of smart-phone buyers in the Kathmandu
Valley, Nepal. Based on the primary data survey method,
questionnaires were administered on 340 graduate students
of seven business schools inside the Kathmandu Valley
selected through a judgmental sampling technique. The
results of the causal-comparative analysis, based on
correlation and regression analyses, showed that among the
considered independent variables, compatibility, social
influence and product features would significantly influence
the purchase intention of the smart-phone buyers, while
price, quality and country of origin had no significant
relationship with the purchase intention. However, all the
independent variables were found to be positively correlated
with the purchase intention of smart-phone buyers. The
implication of findings is that the Nepali buyers are more
likely to purchase smart-phones if they find attractive
product features compatible with their needs and social
sphere.