Factors affecting consumer behavior in Smartphone purchases in Nepal


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The study aimed to determine why consumers purchase smartphones. The paper examined product attributes, social factors, pricing, and brand image factors to assess how individuals purchase smartphones. The study was conducted in the Kathmandu Valley, the capital city of Nepal. The respondents of the study were smartphone users in the Kathmandu Valley. The study utilized positivist epistemology with predetermined hypotheses and a deductive approach with a single ontological foundation. The study employed a quantitative method. A questionnaire-based survey was conducted on a six-point Likert scale to obtain the primary data. The population for this study was comprised of Smartphone users, and a sample size of 398 was used. This study applied a convenient sampling technique and a causal research design. The effect of independent variables on consumer behavior was determined using structural equation modeling. The path analysis utilizing structural equation modeling demonstrated that product pricing (β = 0.21, p < 0.05), social factors (β = 0.37, p < 0.05), and brand image (β = 0.41, p < 0.05) significantly influence consumer behavior. In contrast, the product attribute has no significant impact (β = 0.05, p >0.05) on consumer behavior. The results provide future scholars and business executives with a road map to view the emerging context of market development.

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    • Figure 1. The hypothesized paths of the study model
    • Figure 2. Study model
    • Table 1. Questionnaire structure
    • Table 2. Profile of respondents
    • Table 3. Reliability, validity, and CMB insights
    • Table 4. Descriptive statistics and correlation insights
    • Table 5. Status of study hypotheses
    • Conceptualization
      Bharat Rai, Binod Ghimire
    • Data curation
      Bharat Rai, Binod Ghimire
    • Formal Analysis
      Bharat Rai
    • Investigation
      Bharat Rai
    • Methodology
      Bharat Rai, Rewan Kumar Dahal
    • Software
      Bharat Rai, Rewan Kumar Dahal, Binod Ghimire
    • Supervision
      Bharat Rai, Rewan Kumar Dahal
    • Validation
      Bharat Rai, Rewan Kumar Dahal
    • Writing – original draft
      Bharat Rai
    • Writing – review & editing
      Rewan Kumar Dahal, Binod Ghimire