Customer perception about branding and purchase intention a study of smartphone purchasing in Thailand

Abstract

Rapid progress in the affordability and accessibility of technology will reshape the telecom customer worldwide. Thailand smartphone market is interesting to study because it is rapidly growth in past 2 -3 years due to the intense competition on telecom marketing. Huge demand on smartphone purchasing will affect revenue in telecom market. This study was conducted to focus on Thailand customer perception on smartphone purchasing. This paper will explore the factors that effect to customer while they making decision on smartphone purchasing. The data was collected by in-depth interview. 20 respondents are Thais in the age group of 25-40 years old. The result from in-depth interview explain the factors that affect customer purchasing intention of Thailand smartphone user are Brand image, Brand Awareness, Brand royalty, Product quality and Product attribute accordingly, however we found that there are 3 more factors that will affect Thailand customer perception when they purchase new smartphone are Price conscious and Social reference. In the final part will be recommendation as proposed.

KEY WAORDS: Customer perception / Branding / Smartphone / Purchase intention / Thailand