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Customer Behavior Over Choice of Smartphones in Social Networks


Nazar H. Phulpoto, Sohail A. Memon, Adnan Manzoor, Ayaz Hussain, Imtiaz A. Halepoto


Vol. 18  No. 5  pp. 139-143


With the advent of social media and the availability of the Internet, the demand for the smartphones has reached its peak. The smartphone manufacturing companies use unique marketing strategies for selling of smartphones. Many marketing companies are working human behavior and personality in order to increase the selling of smartphones. These companies cannot change the personalities or predict the behavior of the customers. However, the analysis on the buying behavior of customers is possible. This study aimed at investigating the influence of individual’s personality on smartphone buying behavior. In order to achieve the objective a descriptive and explorative study was conducted in Pakistan. Data collected from both male and female participants. About 500 responses are received from the participants out of whom 450 responses are considered acceptable for further analysis. By using statistical variables, it is found that the personality plays a vital role in consumer buying decision-making. As individual personalities are consistent, so marketers cannot change customer’s personality but they can understand customer personality and its influence over buying behaviors. The study provides a detailed discussion on the buy behavior in order to increase the business.


Personality, Customer Behavior, Pakistan, Smartphone, Marketing