Analysis of Consumer Attitudes and Behaviors Towards Entry Level Smartphone Purchase Decisions

Abstract

This study aims to analyze the priority scale of attributes, consumer attitudes, and behaviors, as well as to formulate effective marketing strategies for entry-level smartphone purchasing decisions. Data were collected from 400 respondents across various international regions. The analytical methods employed include the Fishbein multi-attribute model, subjective norms, and the theory of reasoned action. The findings indicate that consumer behavior toward entry-level smartphone purchases falls into the positive category. The most prioritized attributes identified by consumers are affordable price, product specifications, and brand trust. The recommended marketing strategies for entry-level smartphone manufacturers are to maintain consumers' positive perceptions of product quality and brand, while enhancing promotional effectiveness and price flexibility. This study contributes to a deeper understanding of how consumer attitudes and behaviors influence purchasing decisions in the entry-level smartphone market on a national scale. In addition, the findings highlight that consumers prioritize technical attributes such as processor performance, camera quality, and RAM capacity, followed by price suitability and product design. Samsung obtained the highest overall score, indicating stronger consumer trust compared to Vivo and Oppo. Subjective norms also play an important role, where family influence was found to be the most dominant factor encouraging consumers to purchase entry-level smartphones. These insights reinforce that both product attributes and social factors significantly shape consumer purchase intentions and decisions in the entry-level smartphone segmentThis study aims to analyze the priority scale of attributes, consumer attitudes, and behaviors, as well as to formulate effective marketing strategies for entry-level smartphone purchasing decisions. Data were collected from 400 respondents across various international regions. The analytical methods employed include the Fishbein multi-attribute model, subjective norms, and the theory of reasoned action. The findings indicate that consumer behavior toward entry-level smartphone purchases falls into the positive category. The most prioritized attributes identified by consumers are affordable price, product specifications, and brand trust. The recommended marketing strategies for entry-level smartphone manufacturers are to maintain consumers' positive perceptions of product quality and brand, while enhancing promotional effectiveness and price flexibility. This study contributes to a deeper understanding of how consumer attitudes and behaviors influence purchasing decisions in the entry-level smartphone market on a national scale. In addition, the findings highlight that consumers prioritize technical attributes such as processor performance, camera quality, and RAM capacity, followed by price suitability and product design. Samsung obtained the highest overall score, indicating stronger consumer trust compared to Vivo and Oppo. Subjective norms also play an important role, where family influence was found to be the most dominant factor encouraging consumers to purchase entry-level smartphones. These insights reinforce that both product attributes and social factors significantly shape consumer purchase intentions and decisions in the entry-level smartphone segment.