The influence of the brand on the decision process of purchasing smartphones in the per ception of students of a higher education institution

Abstract

The present study intends to identify the influence of the brand in the decision process of purchase of Smartphones in the students’ perception from a higher education institution. A bibliographic review was done about the brand, Smartphones, consumer profile and purchasing decision process, with the specific objectives of identifying the consumer profile, identifying the importance of the brand in the purchasing decision process and identifying the consumer’s de cision-making process. The methodology was a quantitative descriptive approach. The research was a census survey that was performed through a questionnaire. It was confirmed through data analysis that: the brand influences the decision process of purchasing Smartphones. The brand is one of the main factors that the consumer seeks to differentiate one product from another. To make the purchase decision, the consumer analyzes the brands and chooses the one that serves him the most. In addition to the consumer being influenced externally in the purchasing decision process.