The Purchasing Behavior of the Customer Toward Smartphone Products in Cambodia

Name: Tang Houttheng

ThaSH: Consumer behavior -- Dissertations

ThaSH: Communication in marketing -- Dissertations

Abstract: The purpose of this study was to investigate the influencing factors of the independent variables such as demographic profile, integrated marketing communication tools, word of mouth communications on the purchasing behavior of customers as dependent variable for the smartphone products in Cambodia. Conceptual framework was designed from the theoretical framework and hypotheses were constructed from the conceptual framework in order to know the different and effects of independent variable on dependent variable. The study used questionnaires to collect data from 120 respondents from Phnom Penh, Siem Reap, Battambang and Preah Sihanouk, Cambodia. Data were analyzed by using descriptive analysis and inferential analysis, which included the analysis of T-Test, One-Way ANOVA and Chi-Square Test at significant level of 0.05 The findings revealed that smartphone customer in Cambodia from different demographic profile such as gender, age, marital status, occupations and income per month are likely to be different in their purchasing behavior (e.g. brand choice, reason of changing, design of smartphone and payment method). It was also found that integrated marketing communications tools and word of mouth communications have relationships with purchasing behavior of smartphone customers in Cambodia. Most of respondents agreed that advertising; sales promotion and personal selling and offline channel strategy have an impact on their decisions of purchasing the smartphone. The results of this study might benefit to smartphone manufacturers as well as people who doing their business or study related to the purchasing behavior of smartphone customers in Cambodia. They can perform duties for guideline to improve the marketing strategies to better capture a rapid change in their business or study in Cambodia.

Dhurakij Pundit University. Learning Center and Library.

Address: BANGKOK

Email: library@dpu.ac.th

Name: Leela Tiangsoongnern

Role: Supervisor

Modified: 2565-05-06

Created: 2020

Issued: 2022-04-26

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master of Business Administration (MBA)

Level: Master's Degree

Descipline: Marketing in Digital Era

Grantor: มหาวิทยาลัยธุรกิจบัณฑิตย์

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