The effect of the brand in the decision to purchase the mobile phone a research on Y generation consumers

TL;DR

This study investigates how brand factors influence Generation Y consumers' mobile phone purchase decisions, highlighting the significance of prestige, name, and reliability over price or social responsibility.

Contribution

It provides empirical evidence on the impact of brand prestige, name, and reliability on Generation Y mobile phone purchase decisions using structural equation modeling.

Findings

Brand prestige, name, and reliability significantly influence purchase decisions.

Price, advertising, and technical services have a lesser impact.

Production location and social responsibility do not affect decisions.

Abstract

The aim of the study is to determine the effect of the brand on purchasing decision on generation Y. For this purpose, a face-to-face survey was conducted with 231 people in the Y age range who have purchased mobile phones in the last year. The study was conducted with young academicians and university students working in Harran University Vocational High Schools. The collected data were analysed with AMOS and SPSS statistical package programs using structural equation modelling. According to the results of the research, the prestige, name and reliability of the brand have a significant impact on the purchase decision of the Y generation. Price, advertising campaigns and technical services of the brand also affect this decision less. On the other hand, the place where mobile phone brands are produced and the importance they attach to social responsibility projects do not affect the purchasing decision.