The purpose of literature review is to review the critical points of current knowledge including substantive findings as well as theoretical and methodological which contribute to research topic in hand. Other than that, literature reviews also known as secondary sources, it only reporting the past research and do not unveil any new or original research information. Exploring the factors affecting purchase intention of smart phone.
The term consumer behaviour is defined as the behaviour that consumer display in searching for, purchasing, using, evaluation and disposing of products and services that they expect will satisfy their need.
According to Kotler and Armstrong (2001), consumer buying behavior refers to the buying behavior of the individuals and households who buy goods and services for personal consumption. Consumers around the world are different in various factors such as age, income, education level and preferences which may affect the way they avail of goods and services. This behavior then impacts how products and services are presented to the different consumer markets. There are many components which influence consumer behavior namely; cultural, social, personal, and psychological (kotler and Armstrong, 2001).
Christ P. (2009) in his book, Marketing Basic stated that factors affecting how customers make decisions are extremely complex. Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years analyzing customer activity have presented us with useful “guidelines” in how someone decides whether or not to make a purchase.
Customers make purchases in order to satisfy needs. Some of these needs are basic and must be filled by everyone on the planet while others are not required