IMPACT OF CONSUMER PREFERENCES AND BRAND PERCEPTION ON CELL PHONE PURCHASE INTENTION: MODERATING ROLE OF PRICE SENSITIVITY

Abstract

This study focuses on analyzing the influence of consumer preference and brand awareness on purchase intention of mobile phones in the highly competitive smartphone market of China, with price sensitivity as a moderator. The study used a sample of 400 people in Guangzhou, China, and analyzed the data by Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that consumer preference, especially sensory, marketing, and psychological factors, have a direct effect on brand awareness and purchase intention. Brand awareness, such as product quality and brand symbol, has the greatest influence on purchase intention. In addition, price sensitivity plays a positive role as a moderator, strengthening the relationship between consumer preference, brand awareness, and purchase intention. Consumers who are price-sensitive tend to consider brand image more before making a purchase decision. The results of the study indicate that businesses should integrate pricing strategies with brand positioning to enhance their competitiveness. In addition, the study extends the S-O-R (Stimulus-Organism-Response) model and the Price-Quality Inference Theory by emphasizing the role of price sensitivity in affecting consumer behavior in the smartphone market. Future research should study the factors of Consumer engagement in the digital world, cross-cultural comparison of consumer behavior, and long-term brand loyalty tracking study to understand the evolving trends in the smartphone market.