Study of factors influencing purchase decision of Bangkok people who purchase smartphone online

Smartphone is one of the necessary equipment that people around the world from students, employees and business owners owned at least one in their pocket. First smartphone was designed by IBM company in 1992 and named “Simon”. Simon was first present as a prototype in computer trade show of COMDEX (Rouse 2007). In the past year, the smartphone market in Thailand growth 47% from 2015 (Veedvil 2016). There were approximately 2 million devices sold in 2015. More than 69% of Thai people searched and compared information online, but decided to purchase product offline stores. There are numbers of limitation in online market which created unsecure to customer in Thailand, therefore, only few numbers of customers trust the online stores. Samsung is the market leader in smartphone market in Thailand with market share of 30% of the total market. As there are huge variety in smartphone models for Samsung compared to other brands. Apple ranked as a second brand of smartphone with market share of 17% due to the limited model of the brand as well as the operating system which can only use with Apple devices. Moreover, android has the biggest operating system among others operating systems like iPhone Operating System (iOS), Personal Digital Assistant (PDA) and Window Operating System.This independent study of “Factors influencing purchase decision of Bangkok people who purchase smartphone online” was selected as a contemporary topic in applied marketing to understand customers’ behavior towards purchasing smartphone via online channel and to identify the factors that influence purchasing smartphone. To achieve the objectives, both qualitative and quantitative research were conducted. The sampling of both research was selected as non-probability sampling due to the convenient of the data collected. Secondary research was first gathered form online and local library and followed with the in-depth interviewed of 10 respondents. Data from in-depth interviewed was collected as primary data for develop the questionnaire. In addition, 200 questionnaires will send out through online and offline channels to gather variety of users in Thailand.