Understanding the Influence of Utilitarian and Hedonic Factors on Buying Behaviour of Gen Y while Purchasing Smartphones
DOI:
https://doi.org/10.12725/ujbm.49.5Keywords:
Smartphone, Purchasing, Utilitarian, Buying Behaviour, Geny YAbstract
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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Copyright (c) 2020 Prabha Kiran, Terry Thomas, Jerin Johny, Deepak Jose
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