The research main aim is finding the factors that influence the buying decision of customer selecting a Aldi food store. Be reading and evaluating the relevant literature, different factors have been identified based on the customer s
he research aims at finding the factors that majorly influence the buying decision of a customer while choosing a Smartphone. By reading the relevant literature, various factors have been found, based on which the consumer chooses the Smartphone. The previous researches provide a range of variables which affect the purchase decision, combining several dominant such variables, certain major factors can be drawn out. In the first quarter of 2012, Smartphone sales accounted for 34% of total mobile phone sales (Gartner.com, 2012). It is predicted that Smartphone sales will approach one billion units in 2015 (IDC.com, 2011). The Smartphone has revolutionized the way we do thing, the role Smartphone play in today’s society in phenomenal. Today’s Smartphone is taking the role of the computer, making it possible to do a lot with this small hand held device. It has a broad use such as sharing information, paying for products, browsing and shopping. Virtually every activity today has a Smartphone application for it (Mackenzie, 2006). According to Cassavoy (2012), Smartphone can be defined to be a device that enables the user to make telephone calls and at the same time has some features that allow the user to do some activities that in the past was not possible unless using a computer or a personal digital assistant (PDA), such as sending and receiving e-mails, amending an office document etc. Nowadays brand plays a very vital role in consumer buying decision. While consumers usually go for a familiar brand, but the concept of brand transcend has emerged beyond a trademark or name. The concept of brand encompasses much more than a trademark. Based on the various journals, researches and articles; several dominant factors influencing a...