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Abstract

This study examines the factors influencing consumer buying decision,
particularly focusing on Samsung mobile phone. The research analyzes data from a survey conducted to understand consumer preferences and behaviors related to Samsmung purchases. The research employs a mixed-methods approach, utilizing both descriptive and qualitative methods. Primary data is collected through self administered questionnaires designed with a 5-point Likert scale, distributed to a sample of 300 respondents. Additionally, secondary data is gathered to enrich the understanding of consumer preferences. This study mainly focuses on only marketing mix factors (7Ps). In this study, the effect of consumer buying decisions in the
Samsung mobile phone. The data might not represent the entire population, and other social factors not captured in this model could potentially play a larger role. This study contributes to the understanding of buying decision in the smartphone market In the multiple regression analysis, product, price, place, promotion and physical evidence are significant and these five factors are affecting on consumer buying decision in Samsung Phone buyers in Yangon. These significant factors shape and upgrade consumer buying decision. As the marketing factors, decoration of the store, opinions of other customers and sale persons and self-consumption can be fulfilled by Samsung Phone showrooms. The marketing factors, 7Ps of the store can attract consumers mostly. The effective practice of marketing factors attracts and retains consumers for the long-term. Thus, further studies should be conducted on other Smart phone market in Yangon. The other limitation is that data is collected only Samsung phone showrooms located in Yangon. In addition to this, further researches should emphasize the influencing factors on smart phones situated in other geographic areas. If the further study can cover consumer buying decision on Samsung phone showrooms in other regions of Myanmar, the quality of research will be greatly enhanced and the results will support the importance of consumer behavior for the success of business.

Author: SANDAR AYE