The Effect of Lifestyle, Brand Image and Personalities on Smartphone Purchase Decision of Consumers in Hochiminh City


Authors : Ngoc-Long Nguyen

Volume/Issue : Volume 5 - 2020, Issue 3 - March

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/3bIpV8T

Abstract : The research was carried out in Ho Chi Minh city to evaluate the impacts of personalities, lifestyle, and brand image on buying decision of smartphone consumers. The results of the research has shown the effects of factors used in the hypothesis and the managerial implications have been submitted for further application of marketing strategies.

Keywords : Personality, Smartphone Buying, Lifestyle, Smartphone Marketing.

The research was carried out in Ho Chi Minh city to evaluate the impacts of personalities, lifestyle, and brand image on buying decision of smartphone consumers. The results of the research has shown the effects of factors used in the hypothesis and the managerial implications have been submitted for further application of marketing strategies.

Keywords : Personality, Smartphone Buying, Lifestyle, Smartphone Marketing.

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