Factors Associated with Consumers' Decisions to Purchase Smartphones of the Apple Brand: A Case Study of the Bangkok Metropolitan Region

Abstract

The objectives of this research were: 1) to study the relationship between promotional factors and consumers’ brand awareness, 2) to examine the relationship between organizational image factors and consumers’ brand awareness, and 3) to investigate the relationship between consumers’ brand awareness and their purchase decisions. Participants, selected using convenience sampling, were 400 people living in the Bangkok Metropolitan Region. Data were collected through surveys on Google Forms. The statistics used in data analysis included frequencies, means, percentages, standard deviations, and Pearson’s correlation coefficient values.

            The findings revealed that factors related to promotions, organizational images, and brand awareness received the highest consumer opinion scores, while those related to purchase decisions received high opinion scores. The promotional factors receiving the highest and lowest consumer opinion scores were “Getting discounts in case of installment payments via credit cards” and “Various promotions (e.g., discounts from partnered businesses),” respectively. The organizational image factors receiving the highest and lowest consumer opinion scores were “Apple’s catchy brand name” and “Feeling impressed because of Apple’s products,” respectively. Factors related to brand awareness that received the highest and lowest consumer opinion scores were “Apple’s catchy logo” and “Thinking of the Apple brand first when purchasing smartphones,” respectively. Factors related to purchase decisions that received the highest and lowest consumer opinion scores were “Product comparison” and “Purchasing a product when it’s needed,” respectively.