Understanding the Influence of Utilitarian and Hedonic Factors on Buying Behaviour of Gen Y while Purchasing Smartphones

Authors

  • Prabha Kiran Christ Deemed to be University (CU), Bangalore, India
  • Terry Thomas CHRIST (Deemed to be University), Bangalore, India
  • Jerin Johny CHRIST (Deemed to be University), Bangalore, India
  • Deepak Jose CHRIST (Deemed to be University), Bangalore, India

DOI:

https://doi.org/10.12725/ujbm.49.5

Keywords:

Smartphone, Purchasing, Utilitarian, Buying Behaviour, Geny Y

Abstract

The paper focuses on the influence of utilitarian and hedonic factors on the buying behaviour of the Gen Y consumers while purchasing smartphones. The researcher has followed a mixed method approach for the research with a descriptive research design. Primary data was collected through a survey that was conducted with 450 participants which consisted of teenagers and adults aged between 16-30 years. This collected data was then quantified using mathematical tools to come to a conclusion. Secondary data was collected from online published research articles and convenience. The influence of both these factors have a different sense of impact on every individual in the buying process, but post analysis, utilitarian factors gained primacy over hedonic factors.

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Published

2019-10-01

How to Cite

Kiran, P., Thomas, T., Johny, J., & Jose, D. (2019). Understanding the Influence of Utilitarian and Hedonic Factors on Buying Behaviour of Gen Y while Purchasing Smartphones. Ushus Journal of Business Management, 18(4), 55-69. https://doi.org/10.12725/ujbm.49.5