The evaluation of consumers perception related to product attributes and the effect on price sensitivity, brand loyalty, and impulse purchase of mobile phones

Abstract

This independent study, the evaluation of consumers perception related to product attributes and the effect on price sensitivity, brand loyalty, and impulse purchase of mobile phones in Bangkok, aimed to study the factors of product attributes that influence to price sensitivity, brand loyalty, and impulse purchase toward purchasing mobile phones and other recommendations toward the mobile manufacturers and vendors. The methodology used in this study is the quantitative approach by descriptive research design in order to collect the primary data. The research instrument is the questionnaire and distributed to the population group who use mobile phone in Bangkok, the sample size of this study is 400. The result of this study found that the factors that the most of respondents believe is quality attribute followed by design attribute, brand attribute, and the last is service attribute. In addition, there are the relationships between the respondents who believe in different of product attributes with the factors of price sensitivity, brand loyalty, and impulse purchase or each group of respondents among those four products attributes including quality, design, brand, and service has a different level of price sensitivity, brand loyalty, and impulse purchase significantly. It is expected that the data contained in this research study will interested and benefit to all readers.