Exploring Gender Differences on Attitude and Purchasing Intentions of Smartphone Brands
Keywords:
smartphone, attitude, purchasing intensions, genderAbstract
Understanding consumer behaviour is necessary for successful marketing of any product. Understanding gender differences on attitude and purchasing intention is vital in providing customised and targeted marketing. The purpose of this study was therefore to explore gender differences on attitude and purchasing intentions of smartphone brands among Generation Y students. This study used a quantitative research method. Data were collected using a self-administrated questionnaire and a cross-tabulation analysis was used. The Pearson Chi-squre, Cramer`s V and the Contingency coefficient values were computed to determine the significance and strength of the relationship. The results suggest that female Generation Y students have more favourable attitudes and behavioural intention toward smartphones compared to male. The implications of the findings of the study are that smartphone manufacturers need to design customised product and marketing materials based on gender differences and inclinations. Due to contradicting finding with existing literature, it is suggested that more studies need to be conducted before a conclusion is made on the subject.
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Qun, C.J., Howe, L, E., Thai, L.C., Wen, L. W, & Kheng, W.T. (2012). Exploring factors arfecting purchasing intension of smartphone: A study of young adult in university Tunku Abdul Rahman, Perak Campus, Malaysia.
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Wong, A.T.T. (2019). A study of purchasing intension on smartphones of post 90’s in Hong Kong. Asian Social Sciences, 15(6), 78-87.
Xizi, X., (2014). A study of factors affecting towards young customers' purchase intention of domestic-branded smartphone in Shanghai, Republic of China.
Zahid, A., & Dastane, O., (2016). Factors affecting purchase intention of South East Asian (SEA) young adults towards global smartphone brands. ASEAN Marketing Journal, 8(1):66-84.
Bringula, R. P., Moraga, S. D., Catacutan, A. E., Jamis, M. N., & Mangao, D. F. (2018). Factors influencing online purchase intention of smartphones: A hierarchical regression analysis. Cogent Business & Management, 5(1), 1496612.
Bringula, R.P., Moraga, S, D., Catacutan, A.E., Jamis, M.N, & Mangoa, D.F. (2018). Factors influencing online purchase intension of smartphone: A hierarchical regression analysis. Congent and Business Management, 1-18.
Delafrooz, N., Rahmati, Y., & Abdi, M. (2019). The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework. Cogent Business & Management, 6(1), 1606973.
Dhevika, V.T.P., & Aishwarya, M. (2017). The study on the factors influencing purchasing intension of smartphone in Tiruchiappalli City. International Journal of Research in Business Management, 5(5), 1-6.
Ghorban, Z.S. (2012). Brand attitude, its antecedents and consequences. Investigation into smartphone brands in Malaysia. Journal of Business and Management, 2(3):31-35.
Heru, I. (2015) Consumers' attitude and intention towards organic food purchase: An extension of theory of planned behavior in gender perspective, International Journal of Management, Economics and Social Sciences,4(1), 17-31.
Isibor, O, F., Okhawere, N, E., & Ogbonnaya, G, O. (2018). Smartphone purchasing intension among Undergraduates in Edo State, Nigeria. University of Port Harcourt Journal of Management, 3 (2), 15-29.
Jibril, A. B., Kwarteng, M. A., Chovancova, M., & Pilik, M. (2019). The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community. Cogent Business & Management, 6(1), 1673640.
Jin, (2011). Influence of gender differences in reference group on smartphone users purchasing decision-making process (dissertation, Lund University).
Jin, N,P,. Line, N,D., & Goh, B. (2013). Experiential Value, Relationship Quality, and Customer Loyalty in Full-Service Restaurants: The Moderating Role of Gender. Journal of Hospitality Marketing & Management, (22),679–700.
Khandelwal, R. (September 17, 2019). Global Smartphone Companies: An Overview. https://marketrealist.com/2019/09/global-smartphone-companies-an-overview/
Khatun, M.S., Rana, J., & Ali, J., (2017). Consumer’s Attitude towards the Use of Smartphone in Bangladesh: A Circumstantial Study on Rangpur Region. European Journal of Business and Management, 9(1),31-56.
Lay-Yee, K.L., Kok-Siew, H., & Yin-Fah, B.C. (2013). Factors affecting smartphone purchase decision among Malaysian Generation Y. International Journal of Asian Social Science, 3(12),2426-2440.
Lee, K., Tolentino, R.S., Park, G.C., & Kim, Y.T., (2010). A study on architecture of malicious code blocking scheme with white list in smartphone environment. In International Conference on Future Generation Communication and Networking :155-163.
Liu, C.J., & Liang, H.Y., 2014. The deep impression of smartphone brand on the customers’ decision making. Procedia-Social and Behavioral Sciences, 109,338-343.
Martins, J., Costa, C., Oliveira, T., Goncalves, R. & Branco, F. (2019). How smartphone advertising influences consumer purchase intention. Journal of Business Research, 94, 378-387
Mostafa, M, M. (2006). Gender differences in Egyptian consumers’ green purchase behaviour: the effects of environmental knowledge, concern and attitude. International Journal of Consumer Studies, 31, 220-229.
Muhanna, W.N., & Abu-Al-Sha’r, A.M. (2009), ‘University students’ attitudes towards cell phone learning environment. International Journal of Interactive Mobile Technologies, 3(4), 35-40.
Nekmahmud, M., Rahman, M.R., Huq, S.M. & Rahman, S., (2017). Generation Y consumer attitude towards the uses of smartphone of northern area in Bangladesh. Australian Academy of Business and Economics Review, 3(4):207-223.
Qun, C.J., Howe, L, E., Thai, L.C., Wen, L. W, & Kheng, W.T. (2012). Exploring factors arfecting purchasing intension of smartphone: A study of young adult in university Tunku Abdul Rahman, Perak Campus, Malaysia.
Rahim, A., Safin, S.Z., Kheng, L.K., Abas, N., & Ali, S.M., (2016). Factors influencing purchasing intention of smartphone among university students. Procedia Economics and Finance, 37,245-253.
Trivedi, R., & Raval, R. (2017). Consumer buying intentions towards smartphones: A conceptual framework International. Journal of Applied Research, 2(12), 736-742.
Wee, C.W., Ariff, M. S.B.M. & Tajudin, M.N.M. (2014). Consumer purchase, purchase intension and actual purchase behaviour of organic food products. Society of International Business Research. 3 (2), 378-397.
Wong, A.T. (2019). A Study of Purchase Intention on Smartphones of Post 90s in Hong Kong. Asian Social Science,15(6),78-89
Wong, A.T.T. (2019). A study of purchasing intension on smartphones of post 90’s in Hong Kong. Asian Social Sciences, 15(6), 78-87.
Xizi, X., (2014). A study of factors affecting towards young customers' purchase intention of domestic-branded smartphone in Shanghai, Republic of China.
Zahid, A., & Dastane, O., (2016). Factors affecting purchase intention of South East Asian (SEA) young adults towards global smartphone brands. ASEAN Marketing Journal, 8(1):66-84.
Published
2021-06-24
How to Cite
Redda, E. H., & Shezi, N. E. (2021). Exploring Gender Differences on Attitude and Purchasing Intentions of Smartphone Brands: Array. Acta Universitatis Danubius. Œconomica, 17(4). Retrieved from https://dj.univ-danubius.ro/index.php/AUDOE/article/view/1043
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Economic Development, Technological Change, and Growth
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