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Impact of Brand Equity on Consumer Buyer Behaviour of Smartphones among Millennials: A Case Study of the United States International University

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dc.contributor.author Muigai, Catherine Njoki
dc.date.accessioned 2017-11-02T11:58:11Z
dc.date.available 2017-11-02T11:58:11Z
dc.date.issued 2017
dc.identifier.uri http://erepo.usiu.ac.ke/11732/3401
dc.description Research Project Report Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirement for the Degree of Masters in Business Administration (MBA) en_US
dc.description.abstract The purpose of this study was to examine the impact of brand equity on consumer buyer behavior of smartphones among millennials: A case study of the United States International University. The study was guided by the following research questions; To what extent does brand awareness influence consumer buyer behavior of smartphones among millennials? To what extent does brand association influence consumer buyer behavior of smartphones among millennials? To what extent does perceived quality influence consumer buyer behavior of smartphones among millennials? To what extent does brand loyalty influence consumer buyer behavior of smartphones among millennials? A cross-sectional descriptive research design was employed in conducting this study and addressed the questions posed above. The study population consisted of 763 MBA students. A sample size of 153 MBA students was derived, however only 115 responded resulting in a 75.2% response rate. The collected data was analyzed using descriptive statistics as well as correlation and regression analysis. Descriptive statistics was used to describe and summarize the data, whereas correlation and regression analysis was applied to determine the relationship between the dependent and independent variables, that is, the dimensions of brand equity and consumer buyer behavior. The findings revealed that the variables brand awareness, brand loyalty and brand association have a positive and statistically significant relationship with consumer buyer behavior, with path coefficients of 0.598, 0.417 and 0.197 respectively. Perceived quality was the only independent variable found to have a non-statistically significant relationship with consumer buyer behavior. The R2 value indicated that a 59% variance in consumer buyer behavior of smartphones among millennials could be explained by factors of perceived quality, brand awareness, brand association and brand loyalty. The study concluded that firstly, fundamentally high levels of brand awareness increases the probability of brand choice among millennials, produce greater consumer and retailer loyalty, and decrease vulnerability to competitive marketing actions. Secondly, consumers, more specifically millennials associate smartphones with attributes such as high technology, innovativeness, sophistication, distinctiveness, excellence and prestige. Therefore, the identity of the specific smartphone brand impacts brand associations and ultimately sales. Thirdly, despite popular belief that perceived quality of smartphones may drive consumers to choose a certain brand over another competing brand which eventually will lead to an increase in brand equity, this line of thought does not necessarily apply to millennials. Finally, customers, particularly millennials who tend to be loyal towards a brand are those with high experience and involvement levels with that particular smartphone brand, as brand loyalty cannot exist without prior purchase and use experience. The study recommended that, smartphones companies need to ensure that they not only sustain brand recognition and brand recall levels of brand awareness, but also strive to ultimately achieve top of mind awareness in the minds of their consumers; consistently maintain an identity that their consumers can, at any given point, link to positive cues such as credibility; to not only sustain but exceed the expectations of what their consumers deem to be as of a ‘high quality’, as well as ensure that their devices have the capability to deliver experiences that shape the consumer’s attitude of the brand, ultimately leading to loyalty to the brand. For further studies, this study recommended that future research narrow down the scope and focus on a specific smartphone brand with an aim to provide relevant insights that could possibly prove beneficial to the particular smartphone company. Future research can also be done to measure factors other than brand equity that may influence consumer buyer behavior of smartphones so as to gain a more holistic understanding of the concept. en_US
dc.language.iso en en_US
dc.publisher United States International University - Africa en_US
dc.subject Brand Equity en_US
dc.subject Consumer Buyer Behaviour en_US
dc.subject Smartphones among Millennials en_US
dc.subject United States International University en_US
dc.title Impact of Brand Equity on Consumer Buyer Behaviour of Smartphones among Millennials: A Case Study of the United States International University en_US
dc.type Thesis en_US


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