Factors affecting purchase intention Of Nepalese Adults Towards Apple newly

launched iPhone
Background 

The global business trend of today has led every business and its product to be more

competitive in the country of its origin along with any international market. As the business

environment is getting more complex and competitive, branding can be used as a tool to

differentiate products from others available in the market (Wood, 2000). In today's world of

technology, consumers are facing a huge problem to select the widest range of smartphones

from the most renowned and well-known brands due to the differentiation on their pricing

and quality of the product.  Young adults of Nepal are more prone towards new technology

and innovation features which consider a fast adoption curve. Therefore, they are able to

embrace new technology faster than other age groups. 

Literature Review

According to Blackwell, Miniard, & Engel (2001), what customers think they will

buy in the future, to please their requirements and preferences are known as the intent to buy.

In addition, the intent to purchase can be specified as an advance the plan to buy those

products or services which will not always lead to completion, since it is affected by output

capacity (Morwitz, 2012). In addition, the purchase intention is defined as the propensity of

buyers to think and act on an object basically in terms of intention to purchase (Kim & Kim,

2004).

According to the study conducted on smartphone purchasing behavior among the

youth in Nigeria shows that fair price is predominant factors that plays an influential role in

purchasing behavior of the youth as well as the brand image of Smartphone also motivate and

attract the youth towards the purchasing may be as a result of fashion and Fad mindedness of

most young adults (Ayodele, Adetola & Ifeanyichukwu, 2016).

The study conducted to investigate the factors influencing purchase intention of

Iphone among UiTM Puncak Alam business students highlights that variables like brand

consciousness, quality, perceived innovation affect the purchase intension as the result

concluded that mentioned variables have significant impact on purchase intention of business

students (Mazlan, Ariffin, Aziz & Yusof, 2016). According to Hoyer and Brown (1990),

buyers are dramatically affected by brand consciousness and buyers can see it as the reason

for prior consideration while selecting a new product.

Purpose

The primary objective of this research is to identify and study the responses of the

Nepalese adults towards the newly launched apple iPhone based on the big brand impact,

pricing, quality and different other features offered. The research will also focus on

identifying the Nepalese youth’s perception towards product preference as compared to other

competitive product available in the market being based on different circumstances. In

addition, this study focuses on customizing the 4p’s offering of the newly launched apple

iPhone to get competitive advantage over other competitors in the Nepalese market.
Research design 

In this study, a random sampling method will be used to conduct this research.  For

this research random sampling would be the best method of research because the random

sample would be an unbiased representation from a total targeted population. An unbiased

sample is a crucial element to draw a conclusion to this research. Furthermore, the target

population for this research will be 200 young adults from different cities in Nepal. And for

data collection a structured questionnaire will be prepared and distributed to the people

randomly. And in questionnaire closed ended (Three-point scale) formatting will be used as

this formatting will be an easier and quicker process for respondents to take the survey as

YES/NO/Undecided and as a Surveyor, this will also be easy to tap many responders. 
Budgeting and time schedule 

Since, this research will be based on the particular group of people of Nepal the cost

for the research will be $75000 and the calculated time that will take to complete the research

is 8 weeks. For the first 4 weeks the researcher will figure out the core problem and the

purpose of the research, while the next 4 weeks will be taken to identify the individual and

the cities from which the responded will participate. At the same time, the researcher will

collect the respondents view and the preferred measures from the questionnaire that is pre-

prepared.

given below is the budget planning table for the research that will be conducted.

Budget planning table.

Name of items Amount

Salaries & Wages $35,000

Machine & Equipment’s $15,000

TADA $15,000

Office supplies & $5,000

Materials

Miscellaneous  $5,000

Total $75,000

Reference
Ayodele, Adetola. A, & Ifeanyichukwu, C, D. (2016). Factors Influencing

Smartphone Purchase Behavior Amongyoung Adults in Nigeria. International

Journal of Recent Scientific Research, 7(9), Pg. No. 13248-13254.

Blackwell, R., Miniard, P., Engel, J., & Rahman, Z. (2017). Consumer Behavior.

Hoyer, W. & Brown, S. (1990). Effects of Brand Awareness on Choice for a

Common, Repeat-Purchase Product. Journal of Consumer Research. 17. 141-

48.

Mazlan, S, S. Ariffin, S., Aziz, Z.D., & Yusof, J., M. (2016). Factors Affecting

Purchase Intention of Iphone Among Business Students in UiTM Puncak

Alam. International Academic Research Journal of Business and Technology,

2(2), Pg. No. 57-62

Morwitz, V. (2012). Consumers' Purchase Intentions and their Behavior. Foundations

and Trends® in Marketing. 7. 181-230. 10.1561/1700000036.

Kausal, S.K & Kumar, R. (2016). Factors Affecting the Purchase Intension of

Smartphone: A Study of Young Consumers in the City of Lucknow. Pacific

Business Review International, 8(12).