The Smartphone Consumer Decision-MakingProcess of University Students in Sweden: The Case of iPhone

The Smartphone Consumer Decision-Making

Process of University Students in Sweden: The Case

of iPhone

BACHELOR THESIS

THESIS WITHIN: BUSINESS ADMINISTRATION NUMBER OF CREDITS: 15

PROGRAMME OF STUDY: MARKETING MANAGEMENT

AUTHOR: Alek Vladimirov Ivanov, Eric Adam George

Akiba, Konstantin Krasimirov Konov

We would like to thank our tutor MaxMikael Wilde Björling for his constructive feedback and effective guidance throughout the development of this research. With his expertise and valuable advice, we were able to gain very useful insights on this process and managed to complete the thesis paper.

Secondly, we would like to send out our gratitude towards the participants who took time to be a part of this research and provided us with valuable insights.

Thirdly, we would like to acknowledge the participants in the seminar groups. With constructive criticism we received from them during seminars, we were able to polish this paper and deliver high quality.

Lastly, we are thankful for the opportunity to test our knowledge gained through the Bachelor’s program in Marketing Management.

Bachelor Thesis in Business Administration

Title: The smartphone consumer decision-making process of university students in Sweden:

The case of iPhone

Authors: Alek Vladimirov Ivanov, Konstantin Krasimirov Konov, Eric Adam George Akiba Tutor: MaxMikael Wilde Björling

Date: 2021-05-18

Key terms: “Five-stage consumer decision-making process”, “iPhone”, “Purchase behaviour”, “Smartphone usage”, “University Students in Sweden”.

Abstract

Background: The emergence of mobile phones today and in history proves to be

exceptionally unique in the consumer electronics market as well as the telecommunication market. The reason behind the huge growth of the industry has been the exceptional evolution of the technology used in the mobile devices in terms of performance and miniaturization.

Purpose: The purpose of the research is to investigate the different stages within the

consumer decision making process and the influencing factors that have a grip over consumers and shape the consumer behaviour towards smartphones. The study is aimed at exploring the main reasons that affect the buying decision of students regarding a specific case, which is the iPhone product and its student users in the Swedish market. By focusing on a specific segment of the iPhone consumers, the research will present more accurate and clear results. The theoretical perspective of the study will be using the traditional five-stage

decision-making model as a backbone thus putting the main focus of the analysis on the consumer behaviour of the respondents.

Method: Additionally, the paper will take the customers’ point of view in order to portray the

influencing factors that exist within the consumers’ decision-making. For the purpose of the study, 12 iPhone users will be interviewed through semi-structured interviews and the gathered data would be analysed and coded in order to find and synthesize the results into a framework that will be developed specifically for the case.

Conclusion: According to findings that were made regarding the iPhone case, there were a

few factors that stood out as the most relevant when it comes to the students’ purchase decision - brand loyalty, culture and society, perceived risk, financial influence, usage and product features. After the initial purchase of an iPhone which is mainly influenced by social influences, it can be concluded that brand loyalty plays a key role in the repurchase behaviour of customers.

Table of Contents

1. Introduction

1

2. Frame of Reference

5

2.1 Consumer Decision-Making Process 7

2.1.1 Need Recognition 8 2.1.2 Information Search 9 2.1.3 Evaluation of Alternatives 10 2.1.4 Purchase decision 13 2.1.5 Post-purchase behaviour 14 2.2 Influencing factors 15 2.2.1 Social Factors 15 2.2.2 Price Factors 16 2.2.3 Perceived Risk 17 2.2.4 Brand Loyalty 18 2.2.5 Product Features 19

2.3 Smartphone usage and customers 20

3. Methodology, Method and Ethics

21

3.1 Methodology 21 3.1.1 Research Paradigm/Philosophy 21 3.1.2 Research Approach 22 3.1.3 Research Design 23 3.2 Method 23 3.2.1 Sampling Method 23 3.2.2 Interview design 24 3.2.3 Data Analysis 26 3.3 Ethics 27 3.3.1 Confidentiality 27 3.3.2 Credibility 27 3.3.3 Transferability 28 3.3.4 Dependability 28 3.3.5 Confirmability 29

4. Empirical Findings

29

4.1 Brand Influence 29

4.2 Cultural and Social Influence 31

4.3 Financial Influence 32

4.4 Product Features 33

4.5 Purchase Considerations 35

5. Analysis

35

5.1 Brand Loyalty 35

5.2 Culture and Society 37

5.2.1 Culture 37

5.2.2 Society 38

5.3 Financial Influence 39

5.4 Perceived Risk 40

5.5 Product Features and Usage 41

5.6 Adapted five-stage consumer decision-making model 43

6. Conclusion/Discussion

46

7. References

49

8. Appendices

59

1. Introduction

1.1 Background

The emergence of mobile phones today and in history proves to be exceptionally unique in the consumer electronics market as well as the telecommunication market. With this emergence, mobile phones have witnessed a massive influx in sales worldwide of about 450 million units just in 2013 alone. In comparison to television and PC sales this proves to be nearly three times the size. Furthermore, what holds responsible for the fuelling of this growth has been the exceptional evolution of the technology used in the mobile devices in terms of performance and miniaturization. Consequently, in contrast to many other technological appliances, consumers on average change their mobile devices every two years and thus represent 80% of all mobile phones (Antoine, 2003). According to one study (Shahzad, 2020) in 2013 the sales of smartphones with internet connection outweighed the ones of the mobile phone devices that were more basic and common. This fast growth was a clear indication that smartphones are the future and would have a major market share in the industry of communicative technology. Due to the great amount of benefits and features that smartphones offer, their sales have an increase of 100% per year (Kenney & Pon, 2011). Cecere et al., (2015) states that the emergence of smartphones revolutionized the market for mobile devices and

contributed to the innovation in technological development. Additionally, the introduction of Apple and Samsung in the smartphone market combined with the continuous development in technology helped it to establish a vast growth. All these factors shaped the customers’ preferences towards smartphones and made them the preferred mobile devices (Cecere et al., 2015).

1.2 Problem

Nowadays, smartphones have already become the most preferred mobile devices in Sweden. According to Statista (2020), in the year 2018, the smartphone users in Sweden accounted for almost 8.50 million of the whole population. It is also projected that by 2024 there will be almost 9.50 active smartphone users. Additionally, Svenskarna och internet (n.d.), states that 92% of the population in Sweden owns a smartphone. These statistics show a clear indication that the smartphone market in the country is growing and presents a perfect opportunity for further study. Deloitte (2016), suggests that the youth use their phones more than the seniors do thus presenting the opportunity to further deepen the available research of the correlation between young people and the purchase decisions of iPhones.

Morphitou (2014) suggests that with the emergence of smartphones and the rapid increase in technology development, students view these mobile devices as essentials. Smartphones have a huge impact on the lifestyle of students and they tend to interact with their cell phones quite frequently. According to O’Donnell & Epstein (2019), a college student spends five to nine hours a day scrolling through their mobile device on average every day. O’Donnell & Epstein (2019), also claim that students choose to buy smartphones due to the benefits the devices offer and they use them as tools for

entertainment, quick accessibility, relaxation, browsing the internet and connecting with their friends through the various social media channels. Additionally, Chan et al. (2015) suggest that students tend to incorporate their smartphones in diverse ways when it comes to learning and studying. Because of the fact that mobile phones offer immediate accessibility to various sources, students can check university databases instantly (Morphitou, 2014). Due to the enormous number of benefits that these devices present, students prefer to use cell phones rather than other technological devices like laptops, PCs, etc. On the other hand, there are also some negative aspects that can affect the student’s perception when it comes to smartphones. Moprhitou (2014) suggests that the drawbacks associated with the devices can be a limitation when it comes to accessing data and problems with their software and hardware. Despite the fact that the

advantages of using smartphones outweigh the accompanying disadvantages, it is extremely important to note that the purchase of a mobile device should not result in an unfavourable experience.

Peer influence plays a major role when it comes to the choices that students make. The term is related to the interpersonal effect that the youth has among each other (Lee, 2014). Kim et al. (2014) identify that young college students are cautious when it comes to monetary cost and social influence factors. Aspects like perceived value and

perceived prices also have a huge contribution to the decision-making of students when it comes to smartphones due to the fact that this group is often regarded to have a lower-income status compared to the older demographic groups. When it comes to social influence, factors such as positive self-image and perceived popularity have a huge influence on the adaption of cell phones by students (Kim et al. 2014). Additionally, aspects like students’ financial constraints and perceived risk are major influencing factors to the final decision-making process of electric goods such as smartphones (Mitchell & Greatorex, 2006).

According to Prasad & Jha (2014), understanding the consumer decision making process is key to identifying marketing challenges and opportunities. It is crucial to be able to align the marketing efforts with the steps customers undertake to decide what to buy. Nagarkoti (2009), stated that in today’s mature smartphone market, users’

behaviour is at least as important as technological capabilities. According to Antoine (2003), as a result of the evolution of mobile phones, consumption has grown

exponentially alongside it. This growth demonstrates a massive influx in the purchasing frequency of mobile phones across the globe as newer models are developed each year thus presenting a challenge to businesses to adapt to consumer purchasing decisions and tailor their products. Not only does this present a challenge to businesses but more importantly, to customers. Consumers, on average, change their mobile devices every two years and they must capture and internalize their next need of a phone before committing to a decision (Ganlari, 2016).

Customers are extremely complicated thus it is essential for businesses to be able to generate models that would help to dissect and analyse more efficiently and effectively each individual part that takes place in the whole buying action. While the internal and external factors affecting decision-making would vary from person to person and from situation to situation, the study of consumer behaviour attempts to draw certain

consumers both can use a wide collection of varying forms of the consumers’ decision-making process in order to deepen understanding on influences to product purchase.

The five-stage consumer decision-making process has been historically applicable and has also served as a basis for a variety of marketing studies. In addition, it is of great importance when it comes to the purchasing habits and preferences of the customers. The model comprises five stages starting with the initial stage called need recognition, followed by information search, evaluation of alternatives, purchase decision, and finally post-purchase behaviour (Stankevich, 2017). That is why it acts as a backbone for the theoretical framework of this study. The Swedish smartphone market was chosen due to the fact that it is rapidly growing each year. Moreover, university students in Sweden are an important market segment that presents a great opportunity for future research.

1.3 Case of the Research

In 2007, the phone industry witnessed an event that revolutionized the. Apple Inc. released their first smartphone which influenced and innovated the smartphone industry (Boamah & Agbozo, 2017). Today, one of the most commonly seen smartphones across the globe are Apple’s famous iPhones. With a sturdy build and a reliable operating software similar to that of its counterparts in the Apple ecosystem, iPhones gradually gained the respect and trust of its consumers. One of Apple’s identified core

competencies is product innovation (West & Mace, 2007). From a technology perspective, Apple has used this core competency to develop highly functional and usable mobile devices.Again, the iPhone has succeeded by focusing on personal use, while technologically ensuring the iPhone is appealing to both personal and business users (Liao, 2008). A survey shows that the iPhone is the most popular smartphone among students compared to any of the other smartphones. From 124 respondents, 27.5% currently own an iPhone (Morphitou, 2014). One key differentiating aspect that the iPhone holds which provides a level of exclusivity from other mobile phone brands is their software. The iOS is the name of the operating software in each and every iPhone today (Steele & Provazza, 2018). It provides an easy layout for users to navigate through, which creates a large appeal for the average mobile device user. With the iPhone currently enjoying the highest percentage of the entire profit in the smartphone

market (Boamah & Agbozo, 2017), they also provide their customers with various post-purchase services such as the trade in program. Introduced firstly in 2013, iPhone customers were able to return earlier iPhone models and exchange it for the then newly introduced iPhone 5 at a certain discount price. This was done with the intention to capture more demand for the product (Xiao et al., 2020). The consumer behaviour towards smartphone brands is also a fundamental factor within the Swedish society. Svenskarna och internet (n.d.) states that the majority of young people in Sweden use iPhones. In addition, on their website (Statista, 2021) suggests that in 2019 the iPhone was the most preferred choice of smartphone amongst the Swedish people.

1.4 Purpose

The purpose of this research is to explore the five-stage consumer-decision making process of university students in Sweden when it comes to smartphones while using the case of iPhones for the purpose of understanding this. The study is aimed at analysing the different stages within the process while providing a deeper understanding of the accompanying aspects that impact them. The paper obtains the customer's perspective, which in this case are university students in Sweden, in order to better explain the influencing factors within the different stages of the consumer decision-making process and provide a deeper insight to the very elements that shape the students’ buying decision for an iPhone. Since Apple as a company and its product line have been highly studied, the gap that this paper tries to fill is the observation of the whole decision making process of the customers regarding their pre-purchase, purchase and post-purchase behaviour towards Apple’s iPhones. The research question that will be answered through this research in order to fill the gap in the existing literature is:

“What are the relevant influencing factors that affect the purchasing decision towards smartphones of university students in Sweden?”

2. Frame of Reference

The literature review of this paper was written with the purpose of providing data about existing and previous research on the topics of the five-stage consumer decision-making process of students and relationship between customers and smartphones. The data gathered from previous studies was systematically summarized and drawn conclusions

upon while critically reviewing the academic information. The five-stage consumer decision-making model serves as a backbone of the frame of references so that each part of this process is thoroughly observed and explored. In addition, two subheadings were included. One about the influencing factors in order to outline the repetitive behavioural aspects that we aim to investigate and another one about the relationship between smartphone products and their users.

The databases that were used to collect academic articles were Business Source

Premier, Google Scholar and Primo, which is a search engine connected to the library of Jönköping University. These three approaches of gathering scientific materials for the literature review were selected based on the convenience and familiarity of working with them. Additionally, the features offered by the databases such as the option of searching only for peer-reviewed journals contributed to making the literature review trustworthy. The key search terms used for gathering credible data from previous research were: “Factors within the consumer decision-making process”, “Smartphone buying behaviour of students”, “Purchase behaviour of iPhone users”. Consequently, the results generated were directly connected to the topic and problem of the research at hand. The academic literature that was used in the paper was saved on an excel sheet (appendix A)

As a method to increase the trustworthiness of the study, whenever possible, the Academic Journal Guide by Chartered ABS was used. Journals and articles outside of the ABS guideline were not excluded as sources of academic data only when the information within the referenced arguments has been supported by other credible sources.

The frame of reference that has been generated is based on articles and research in order to be as accurate and timely as possible with the available information regarding the specific subject. However, since the backbone of the paper is a model that was created more than 30 years ago, there were some older articles and studies that were used as a supporting role for the argumentation due to their valuable contribution to the topic.

2.1 Consumer decision-making process

Over many years, consumer decision making has become an increasingly appealing issue within the marketing world. This is because, the ability of knowing the very reasons to why and how consumers make decisions prior to a purchase aids companies in developing their marketing strategies to better suit the market (Stankevich, 2017). Among the wide variations of the consumer decision making process, the traditional five-stage decision making model will serve as an efficient tool to break down the very elements behind decision making (Figure 1). According to Stankevich (2017), the five-stage model serves as a base for more modern concepts as it highlights the “moments that matter” in the process of decision making for consumers. Additionally, it serves as a backbone for marketers to understand steps required in moving the customer to actually buying products and aids in the business transactions between customers and businesses and proves to be an ideal model for use today. The idealized structure and model of the process of each consumer's decision making is historically illustrated as five basic stages beginning with the initial intent of purchasing a good to finally, physiological factors that influence the consumer after purchase (Longart et al, 2016).

Figure 1

Traditional five-stage consumer decision-making model

Note: Adapted from “Explaining the consumer decision-making process: Critical literature review” by A.Stankevich, 2017, Journal of International Business Research

and Marketing, 2(6). Copyright 2017 by Literature Publishers.

The initial stage of this complex process of decision making is a crucial stage to which the consumer must initially distinguish their desire for a product to be either an actual state or a desired state and determine what aspect are in the end affecting what they want in the product (Stankevitch, 2017; Bruner & Pomazal, 1988). Once the first stage has been determined, the second stage focuses on the information to which the

consumer will then acquire on the product (Longart et al, 2016). Here, during

information search, there are several elements that come into action and determine the quality of the search; structure of the information search, the method and type of information search, whether the search is external or internal and how extensive of a search was done (Hoyer & Maclnnis, 2003). As said by Hauser (2014), then consumers with the information gained from this stage must make a decision through a process known as a consider-then-choose process which brings them to the third stage of their decision making. The evaluation of alternatives stage is where consumers have the ability to narrow down their selection set to which they are considering. Here, various attributes of the set of products can be examined in order for the consumer to make a clearer picture of which product to choose (Longart et al, 2016). With a decision of a product made, consumers will then move forward with the decision of purchasing that product and finally experiencing post-purchase behaviours. Schifferstein and

Zwartkruis-Pelgrim (2008), argue that once the product has been purchased, depending on the strength of the bond to which consumers develop with the product (product attachment), any further actions may be taken. With a weaker consumer-product attachment, a consumer can fall into a state of cognitive dissonance which is a state of mental discomfort (Kotler & Keller, 2012). To tackle this, consumers may either pursue a journey to find information that motivates their purchase decision or may return the product (Sharifi & Esfidani, 2014).

2.1.1 Need Recognition

As mentioned previously, the pre-purchase stage of the consumer decision making process initiates with identification of the type of need to which the individual aims to satisfy (Bakshi, 2012; Bruner & Pomazal, 1988). This initial stage of the process must; by the consumer, be internalized and materialized in their minds before any decision is made. Here, motivation is an important characteristic that affects consumer buying behaviour. Every individual has varying needs which are specific to them, such as physiological needs, social needs. Some may be more urgent in comparison to others which may be less(Babin & Harris, 2015). Ultimately a distinguishing difference must be identified between the actual state and the idealized state of their affairs in order to aid the direction of the decision (Bakshi 2012; Hawkin et al., 2001).

In understanding one’s needs, there are three main factors that come into play.

According to (Bruner & Pomazal, 1988) and (Workman & Studak, 2006), there is one subgroup of factors that affect the desired state of needs and a subgroup of factors that affect the actual state of needs. Additionally, there is a third subgroup of factors that affect in fact, both states of affairs. Consequently, once the individual has recognized the problem and realized the state to which their need exists they have developed a discrepancy between the two states and can then move forward with the process (Workman & Studak, 2006; Bruner & Pomazal, 1988). Although an individual has developed a discrepancy in between the two, for various psychological reasons, often times they engage in a string of denial thinking such as “I do not need it at this moment” or “The one I have works fine now so I don’t need a new one” and can distort their perception on the decision or terminate the decision as a whole (Workman & Studak, 2006). Once the discrepancy has been identified and understood, only then can the individual recognize this need and thus move forward to their actual consumer problem recognition. This is also known as the initial stage of the consumer decision making process and often occurs simultaneously with problem delineation (Workman & Studak, 2006; Bruner & Pomazal, 1988). An example of a problem delineation is when someone realizes that (for the case of this study) their mobile device is broken, thus they need a mobile device and are willing to buy a new one with an actual state or desired state thus moving them forward to the next stage of the process “Information search”

(Stankevitch, 2017).

2.1.2 Information Search

After the consumer has successfully been able to identify and recognize their personal needs whether it be actual or desirable, they begin with an internal form of information search. This process is merely the consumer recollecting “decision relevant”

information in the form of memories before evaluating alternatives. These forms of internal information may be acquired from sources such as repeated exposure to low involvement marketing in the form of basic advertising. (Grant et al., 2007; Crotts, 1999). However, when a consumer is experiencing that internal information search is proving to be inadequate, oftentimes they move towards a more external form of information search. This type of information search relies on the level of initiative a consumer is willing to put in for the purpose of gaining additional information on the

product in mind and can be obtained through various sources with the largest one being the internet (Grant et al., 2007; Hawkins, 1995). The external information search process of decision-making is in fact the most complex form of information search as there are several factors affecting the information gathered. According to Peterson and Merino (2003), external information search is portrayed as consisting of two major sets of activities; (1) general, ongoing, continuous or regular activities and, (2)

goal-oriented, pre-purchase or problem-solving activities. They further state that external information search is done with the purpose of minimizing risk and uncertainty in the consumer’s mind.

In understanding the reasons for external search, it is important to explore what the cost of online search is in regards to making a decision (Rose & Samouel, 2009). In the model developed by Shim et al. (2001), the cost-benefit paradigm is viewed as a risk reducing exercise. The higher the level of efficiency seen in the internet search conducted by consumers, the lower the cost of a certain product they can reach upon, thus creating an incentive for consumers to indulge in extensive external information search. Although search costs online are perceived as next to nothing and even decrease the final cost the consumer will pay from a vast number of alternatives, Punj and Staelin (1983), state that search costs continue to have a negative effect. This is due to the fact that search costs, in many cases, are looked at in terms of perception rather than reality. Simply put, it is important to know whether it is essentially “worth it” putting in

extensive amounts of information search and investing one's time for certain products. Once the consumer has satisfied their information search needs whether internally by remembering repetitive advertising or through extensive online search, they can focus on the set of products, to which they are willing to choose from with the consider-then-choose method where they will be evaluating the alternatives (Hauser, 2014).

2.1.3 Evaluation of alternatives

Consumers who successfully identified key areas within the previous two stages of the model often find themselves still faced with a relatively wide range of options to choose from and require a tactic to narrow down these options to a select few in order to make the decision simpler. This is most commonly done through a consider-then-choose approach which involves them choosing a set of products, then considering a set/evoked

set for further evaluation, and finally making a decision from that set for purchase (Hauser, 2014). As mentioned previously, this stage of the process highly involves individual heuristic measures for the decisions they make.

First, looking at the utility that a consumer derives from each product in mind, prior to further evaluation it is considered to be a variable that is random. If this process has been done effectively, consumers will be able to create a consideration set so that better and satisfying products would have a higher chance of being included (Hauser, 2014). Taking a closer look into areas that affect the level of utility that a consumer may gain from a product can be categorized into six areas of heuristics; conjunctive, disjunctive, subset conjunctive, lexicographic, elimination by aspect, and disjunctions of

conjunctions (Hauser, 2014).

- Conjunctive: Here a consumer with a conjunctive view on consideration, tends to identify products that meet at least one major satisfying aspect of a product. This view applies to either a single aspect that a product “must have'' or rather a single aspect that a product “must not have”, in order for the consumer to consider the product for their set (Hauser, 2010). For example, in the case for mobile phones, a consumer with a conjunctive view may decide that a phone they are aiming to purchase must include a fingerprint scanner or vice versa.

- Disjunctive: A consumer with a disjunctive view on consideration, in contrast to conjunctive, has a tendency to consider a product which instead has at least one major element that satisfies the “excitement” aspect for the consumer. This view applies to any form of product with at least one crossover element making the product unique (Hauser, 2014). For example, a consumer with a disjunctive view may select mobile phones that have been launched as limited editions where a celebrity’s signature may be imprinted on or a limited colour may be applied.

- Subset Conjunctive: This view of consideration, similar to a conjunctive one, involves consideration of a product that either has a “must have” or “must not have” element. However, in contrast to the conjunctive view of having one, the subset

conjunctive view includes a number of either “must have” or “must not have” elements but not a combination of them (Hauser 2014). For example, if a consumer is looking for

a mobile phone, they may have in mind that the phone must have a large size and must have a yellow colour.

- Lexicographic: A lexicographic view on a consumers’ consideration revolves around the element of ranking. Here, a consumer ranks each aspect of a product in a top to bottom fashion. They start with the type of product and rank a variety of products falling under that type, then the shape, colour, size, etc. (Hauser, 2014). For example, a consumer using a lexicographic view for mobile phone consideration, may start with ranking all phones in the fashionable group, then move forward to all that have the colour red, then all that have high end cameras before finally making a decision.

- Elimination by aspect: A consumer that is using an elimination by aspect view of consideration, will initiate this process by first selecting an aspect that the product they wish should not have. They then eliminate all products with that aspect, and continue the process by repeatedly selecting aspects and eliminating until they have reached a final consideration set to which they can make a decision from (Hauser, 2014). For example, a consumer with this view may begin with selecting a mobile phone aspect such as colour and repeatedly eliminate phones with unwanted colours, then selecting an aspect such as physical home buttons and repeat the process until they have reached a consideration set of mobile devices to which they may choose from.

- Disjunction of Conjunctions: Finally, the disjunction of conjunction view of consideration includes a consumer’s choice to include a combination of “must have” and “must not have” elements in a product (Hauser, 2014). For example, a consumer with this view may have in mind that a mobile phone they are looking for must have a green colour, high quality front camera, and a home button, but must not have a wide screen.

With a concrete understanding of each of the different heuristic views to consider, a consumer ultimately narrows down their options to a select few in order to make the most satisfactory decision. Once the consumer has been able to do this, they proceed by selecting a product which matches all their needs and wants and can then move forward to the purchase decision.

2.1.4 Purchase decision/behaviour

The purchase decision is mainly influenced by the previous stages of the consumer decision-making process. In their book Kotler & Keller (2012), discuss the fact that it is the evaluation of alternatives stage that has an impact on the purchase decision and intention of consumers when it comes to different brands. Shrestha (2016) states that this stage of the consumer decision-making model serves as the end goal of the customer. According to Stankevich (2017), customers make purchases to satisfy their needs and meet their demands. Additionally, a consumer can begin the process of making a decision on a given product but change their mind. This is due to the fact that customers usually make sub decisions. As identified by Kotler & Keller (2012), there are several such decisions that consumers can go through which are brand, dealer, timing, payment method and quantity. Mitchell (1992) gives a more thorough explanation of these decisions while identifying the risk connected to them. For example, it is identified that depending on the product these decisions will differ in terms of their significance. When it comes to smartphones these five aspects can be projected as follows: Brand (iPhone), Dealer (Apple store), Timing (during the week), Quantity (one), Payment Method (Debit Card). These choices are evaluated by the customers since each one of them carry some sort of problems that may arise. Since smartphones are not considered nondurable products or products that require low involvement and simple decision-making process, the time spent on shaping and constructing the decision can take longer before the actual purchase of the product. For more complex products consumers spend more time to come up with the most efficient choice (Stankevich, 2017).

As described by Ganlari (2016), the purchase decision stage of the consumer decision-making model can be influenced by preferences towards a specific brand and the opinion of family, friends and reference groups of the customer. In addition, the study also supports the notion that consumers often base their purchase decision towards smartphones on the year the product was introduced to the market. According to one study (Shrestha, 2016) potential buyers prefer to purchase the latest introduced smartphones due to the technological development and advancement in the variety of available features. Brand loyalty can have a huge impact on the decision-making due to the fact that most consumers that are loyal to a given brand like Apple, are likely to go

back to it (Ganlari, 2016). Usually when it comes to smartphones people base their buying decisions on the attributes and benefits that the product provides, however, customers that are loyal to a brand feel that their needs are satisfied and hold on to its offerings and services. A prior research suggests that the information based on prior experience with a product and brand perception through advertising and ad-beliefs have a significant influence on the customer’s buying decision. The way companies advertise their products can also form unconscious beliefs that affect the buying behaviour

(Solomon et al., 2006; Smith, 1993).

Kotler & Keller (2012), identified two types of intervening factors that can influence the transition from purchase intention to purchase decision. The first factor is based around the attitudes of others. The level of influence of this factor depends on the degree to which another person has negative views towards the brand or product selected by a customer and the decision of this customer to agree and take into consideration the opinion of the other person. In addition to that, Madinga & Dondolo (2018), suggest that the people within the same social circle can influence each other's purchasing decisions. Kotler & Keller (2012) discusses the second intervening factor as unanticipated intervening situational factors. These are factors that arise from an unexpected situation that changes the purchase intention of customers. Chen & Chang (2012), identify time availability and cash flow problems to be unanticipated factors. When it comes to smartphones, the both intervening factors have a high level impact on the purchase decision. If the product can’t be purchased, there is an important risk to be considered.

2.1.5 Post-purchase behaviour

Post-purchase behaviour is the final stage of the five-stage consumer decision-making process and it is also known as the stage of customer satisfaction/dissatisfaction. According to Stankevich (2017) it is at this part of the decision-making model where consumers have already bought a product and then evaluate their purchase. Customers review and analyse the item bought whether it met, exceeded their expectations or did not fulfil their demands (Ganlari, 2016). Consumers incorporate the item purchased into their daily routines while simultaneously assessing its usefulness and benefits (Solomon et al., 2006). The post-purchase stage can have a substantial influence on both the

customer that owns the product and future potential consumers that are seeking information for it. According to Stankevich (2017), the positive satisfaction of a purchaser can lead to repurchasing. However, if the demands were not fulfilled and the promises made were not kept this can result in negative consequences and affect the decision-making process of potential clients. In addition to that, Ganlari (2016) suggests that in a situation of disappointment customers will most likely seek alternatives to minimize their dissatisfaction and can also replace the product. The author also includes a smartphone perspective in their research. The feedback whether it is positive or

negative with regards to a purchase of a smartphone will have an impact on the buying behaviour of other customers.

Kotler & Keller (2012) identified that the correlation between expectations and performance can be referred to as a gap. The size of this gap determines the level of satisfaction and dissatisfaction. In their after-purchase activities, consumers can also experience cognitive dissonance. According to Sharifi & Esfidani (2014), cognitive dissonance refers to the part when customers evaluate the alternative products after purchase where there is probability that they may feel inconvenience since they had to select among other products. This is applicable especially when it comes to expensive and complex products. For example, when it comes to smartphones, a consumer may be involved in activities where they compare different products, think of replacing the item purchased with another one or just switching to another brand. In addition, emotions connected to regret may arise. Previous research suggests that the feeling of regret has a detrimental impact on the degree to which a customer is satisfied which leads to

negative consequences in terms of product repurchase (Bui et al., 2011). If experiencing a cognitive dissonance, a customer will always try to minimize it.

2.2 Influencing Factors

2.2.1 Social Factors

In order to be satisfy their feelings of belonging, people tend to associated themselves with certain groups. Individuals tend to look and mimic each other’s moves to fit into a social group. These type of groups have norms and there are also sanctions to guarantee stability. Additionally, rewards and punishments are used to make people follow the norms and behave in a certain way(Nagarkoti, 2014).

Word-of-mouth (WOM) can have a huge impact on the decision making process when it comes to external influences. According to Tuškej et al., (2013), a customer who shares the same values as a given company tends to promote and recommend their products to others which is an example of positive WOM. When it comes to social groups there are many types, but the most common primary groups are family, friends, neighbours and co-workers in which there are continuous but informal interactions. As stated by Commuri and Gentry (2000): “Family as a consuming and decision-making unit is a central phenomenon in marketing and consumer behaviour”. For many consumers, family is the most important social institution that strongly influences the buyer behaviour, values, attitudes and self-concept. Secondary social groups include religious, professional and trade unions groups where there are more formal and less regular interactions (Kotler & Keller, 2012). When it comes to Generation Y (82% of smartphone users), a previous study (Madinga & Dondolo, 2018), found out that friends within the same social circle have the highest impact on the purchase decisions of individuals within this specific generation.

Reference groups are those groups that have a direct and indirect influence upon a person’s attitudes, aspirations or behaviour. Within the reference groups, people who exert influence on others because of special skills, knowledge, personality and other characteristics are known to be opinion leaders (Kotler & Keller, 2012). Because of the enormous growth of social media and other online content sharing platforms, nowadays, opinion leaders (influencers) have even wider possibilities of affecting the consumers’ opinions regarding specific products. When talking about smartphones, there are millions of so-called “Unboxing videos” in which many influencers analyse and even contrast competing devices with all their features and give a suggestion at the end, which one you should buy.

2.2.2 Price Factors

According to Samuelson (2009), the price is a factor that is determined by the interaction between demand and supply in the factors of production. Price can determine where the consumer will trade with a product and will always be the key factor consumers will consider before making any purchase decision (Nagle et al., 2016). There are two types of product price. The products that have high prices are

referred to as market brands. When it comes to low-priced brands, the focus shifts into more of a utilitarian value, which means that the users pay attention to the perceived value and the price that comes with it. Even though most typically, the case is that consumers seek to find the lowest possible price that will correlate to the best value that they aim to receive (Swani and Yoo, 2010). Price is considered by Karjaluoto et al. (2005), as a critical factor affecting the choice of Smartphone among young people. Similarly, Kabadayi & Aygün (2007), assert that mobile phone customers have perceived price as a significant indicator of product quality, whereby high price

indicates advanced technology, design, and improved features. In a study carried out by Malasi (2012), price is described as a determining factor in shaping the future purchase habits of young consumers. Price could be said as the most influential factor affecting the purchase of a new mobile phone (Singla, 2010; Worlu, 2011). As stated by Chow et al. (2012), there is a positive effect that is observed between the price and the

behavioural intentions of the consumers because price has the capability of establishing an image within the perception of the users.

2.2.3 Perceived Risk

Perceived risk can influence and cause changes in the decision-making of customers. Previous literature claims that perceived risk can be identified as a consequence of beliefs of uncertainty associated with negative outcomes. Thus, the customer’s views of risk can be considered fundamental when it comes to purchasing behaviour (Campbell & Goodstein, 2001; Liao et al., 2010). Solomon et al., (2006) explains that perceived risk can be present if a product has a high level of involvement, if it is expensive and if the potential buyer is unfamiliar with the brand at hand. Smartphones are complex products, especially the ones that are more expensive and require extensive search. Existing literature, identified six types of perceived risk. Firstly, the functional risk which is connected to the performance of a product having negative results. Physical risk which is related to the potential harm that a product may have on someone’s well-being. Financial risk which is about the price of the product not matching the

expectations. Additionally, the social risk which can be a result of the negative

consequences a product can have on a person’s image and reputation. Psychological risk which is connected to the unpleasant aspects of a product that can cause harm to the mental health of a given person. Finally, the time risk which is related to the arising

inconvenience, waste of time on a product and potentially losing the opportunity of finding a substitute which meets the demands of customers. (Kotler & Keller, 2012; Lin & Chen, 2009). These six risks may not be applicable to all kinds of purchases.

However, for more complex products the majority of them can be taken into

consideration. Based on a previous study, it is important to mention two elements of perceived risk in the case of smartphone adoption. Firstly, the perceived financial risk refers to potential financial expenses that may arise during the process of adoption and usage of the smartphone. Secondly, the perceived device risk which is connected to the accompanying risks when it comes to the performance of the smartphone and its design aspects (Kim et al., 2015). Despite the fact that those two elements of perceived risk can affect the intention to use a smartphone device, they can also influence the intention to purchase the device as they are found to be important factors that can negatively impact the adoption process.

2.2.4 Brand Loyalty

Boakye et al., (2018) identifies customer satisfaction as the key means of achieving loyalty and establishing relationships with buyers. In addition to that, the feeling associated with this phenomenon is directly affected by the product quality, price and personal aspects. As explained by Sharifi & Esfinadi (2014) customer satisfaction is a prerequisite for brand loyalty. The cost connected to attracting new potential clients is relatively higher than the one associated with customers that are already loyal to the brand. Consequently, by constantly buying products from the preferred brand, loyal consumers help expand the presence in the market of companies (Su & Chang, 2018). In the existing literature about consumer behaviour, it has been discussed that higher levels of satisfaction translate to higher levels of brand loyalty (Jamshidi & Rousta, 2021). It has been suggested that there are two types of brand loyalty. Behavioural brand loyalty is related to the repurchase of products associated with a specific brand. While attitudinal brand loyalty is connected to the customers' insights of psychological commitment in the process of the purchase. The second notion emphasizes on the fact that a customer may not repeat the purchase but instead can positively influence the customer journey of other potential buyers (Su & Chang, 2018).

Users prefer widely accepted brands of smartphones as they reflect a unique status symbol (Laugesen & Yuan, 2010).In recent light, a study conducted by Liaogang et al. (2007), discovered that one of the key factors that shaped the purchasing behaviour of the youth proved to be the brand. Additionally, Keller (2007), mentioned that branded products success stems from creation of brand awareness by reaching the consumers mind, thus leading to a preference of a specific brand. Stankevich (2017) states that if the needs and expectations of a buyer are met, then they may become brand

ambassadors and have a positive impact on the consumer journey of other people when it comes to that specific product. Previous research (Mugge et al., 2010) suggests that there is an important distinction between customer satisfaction and product attachment. Product attachment arises from the emotional connection that a customer has with a given product which leads to the formation of a bond between them. While customer satisfaction is identified as an evaluative tool based on the cognitive review of the product and the consequences through the process of consumption.

2.2.5 Product Features

Product features are those attributes which are related directly to the product its self. The level of satisfaction within the consumer is determined depending on how well these product features met their needs and wants (Kotler and Armstrong, 2010). In modern day, consumers have become more aware to the variations of product features and how they affect the level of satisfaction differently among others (Chow et al., 2012). Mobile phones are equipped with many useful features, including media players, online banking, camera, web browsing, child-location, call-management, Bluetooth, voice command and millions of applications that could please the needs of any consumer (Mokhlis & Yaakop, 2012). Almost every smartphone nowadays possesses the attributes mentioned above but it depends from the operating system of the device on how they will be delivered. Operating systems of smartphones are of great

importance when customers are choosing amongst mobile devices since each operating system has its own exclusive personality and background. Consumers select

smartphones based on the specific features that will give them benefits, which would engender specific outcomes that are supportive of personal values. Consumers use attributes (features) to make a comparison between competitive brands and marketers

should take cognizance of product features as it can determine consumers’ purchase behaviour (Juwaheer et al.,2014).

2.3 Smartphone usage and customers

According to Rashid et al., (2020), smartphones have already established themselves as a huge part of the modern culture due to the various ways an individual can use them. The many different usage patterns of smartphone users are highly influenced by the fact that these mobile devices support people’s daily routines. Previous research (Bruns & Jacob, 2014) suggests that by having a more active role, smartphones allow consumers to decide how to use their mobile phones themselves which leads to the creation of different goals such as networking, entertainment, etc. It is interesting to understand that a mobile device allows its consumers to engage with it in so many ways and according to their preferences and taste, while providing beneficial outcomes.

The convenience provided by the smartphones also plays a key role in terms of usage. Ting et al. (2011) claims that due to the fact that people can use their smartphone wherever and whenever they want, it increases the usage rate of smartphones. In addition, Barker (2018) suggests that smartphones are mainly used as sources of communication. As the previous research indicated that sending messages and online access are two of the most significant ways of using mobile devices. In addition to that, it has been explained that social media plays an important role in the daily routine of the teenagers. Social needs are the drivers of the communication between people. Based on previous research (Ting et al., 2011), it is explained that smartphone usage is directly connected to the level of needs a person expresses to socialize and communicate. Despite the fact that it is applicable to society today, the way people use these mobile devices are not strictly connected to the purposes of communication. Customer trends play a major role when it comes to how people use their smartphones. It is explained that these trends can be connected to acceptance of technology and affordability. Additionally, the acceptance of new technology is based around the behaviour of the customers, their socioeconomic status, influence of external and internal means of communication, complexity and benefits offered of acceptance (Rashid et al., 2020).

out that smartphone users within age groups 18-24 and 25-34 mainly make use of their mobile devices by networking and collecting information. According to the same study (Rashid et al., 2020), gender also plays an important part when talking about

smartphone usage. The research found that generally males tend to prefer phone calls, as well as means to connect with other people as the most often used features of their smartphones. Additionally, this specific gender group does not regularly utilize all the features within a mobile device. When it comes to the second gender group in the study, females tend to use SMS, social media apps, camera and internet more than the males (Rashid et al., 2020). Soukup (2015) identified several themes when it comes to

smartphone adoption. For example, the author explained that in the sectors of education, business and health smartphones have already established themselves as beneficial. In addition, journalism, gaming, and daily living are also influenced by the adoption of mobile devices. All these themes can be viewed as a way of incorporating the use of smartphones.

According to a research made by Saif et. al. (2012) regarding the factors that would affect the choice of mobile phones, new technological features are the most important motivational factor that affects the user to reach a purchase decision. Karjaluoto et al. (2005), pointed out that price, brand, interface, and properties tend to have the most influence that affects the actual choice when it comes to mobile phone brands. Furthermore, Pakola et al. (2010) investigated consumer purchasing motives in cell phone markets, and their study revealed that price and properties were the most influential factors affecting the purchase of a new mobile phone.

3. Methodology, Method and Ethics

3.1 Methodology

3.1.1 Research paradigm/philosophy

According to Collis & Hussey (2014), the research paradigm is connected to the philosophical nature of the way a research is directed. The authors also explained that there are two main paradigms that are used when conducting a research which are positivism and interpretivism. In the case of this research, the paradigm selected is interpretivism in order to answer the research question in the most accurate and

effective manner. The notion of the chosen paradigm comes from the fact that the reality is viewed as subjective by individuals. Additionally, interpretivism aims at exploring a given phenomenon while providing a more in-depth interpretative

understanding about it (Collis & Hussey, 2014). The purpose of this study is related to the nature of interpretivism as philosophy. It is focused on exploring the factors that shape and influence the different stages within the consumer-decision making process of university students in Sweden, while taking a qualitative method of data collection. By doing that, the research will allow a better understanding of the phenomenon and provide a subjective point of view based on the empirical findings.

3.1.2 Research approach

Furthermore, specific methodologies were used to provide the correct literature review accurately. One of the more common approaches that is used within a qualitative study is the abductive approach to reasoning. The reason behind that is that it aims to explore and further modify the traditional five-stage consumer decision making process by implementing influencing factors gathered in the findings into a model. This is highlighted by Saunders et al. (2016), where they explain the abductive approach as a way to explore and modify existing theories. The purpose behind using an abductive approach was for utilizing the traditional five-stage consumer decision making model as a base for understanding influences towards the purchase of smartphones in the case of iPhones. This approach allowed for the paper to gain relevant data on these specific factors and further implement them in the decision-making model thus modifying it with a new light on its understanding.

As mentioned by Crowe et al. (2011), a case study approach to a research is useful when there is an aim to obtain in-depth understanding of an issue, phenomenon or event of interest in a real world context. In the case of this paper as the purpose states, the consumer decision-making process would be investigated within a specific scenario, in which the focus would be on gathering more information towards the purchase decision of Swedish students using a single-case study approach. The data that is desired to be obtained would be, what do students go through when buying Apple’s iPhone and, through the empirical framework that is generated, the influencing factors within the process stages would be discovered and analysed. The reason behind the choice of this

research approach is that as stated by George and Bennet (2005), a case study is very well suited for understanding the sensitivity of a concept to context and is very well suited for theory development due to its ability to process trace, the causes and the outcomes.

Possible limitations that come with the case study approach according to Suryani (2017) are that it is very hard to cover all the issues within a topic and offer a generalization because they tend to have limited evidence, not as many as in a quantitative study. Furthermore, the case studies often rely on subjective data, such as the statements of the participants and the observations of the researchers, which are also factors that may lead to questioning the credibility of the study.

3.1.3 Research Design

For the purpose of understanding purchase decision’s influences by analysing each of the steps in the five-stage decision making model in-depth, the type of research that was implemented was Qualitative research. The reason behind this is that, Qualitative research can be defined as an orientation towards a discovery or a process. This approach has a high validity and it is less concerned with generalizability. Its’ main concern is towards finding a deeper understanding of the research question in its unique context (Ulin et al., 2005). This is because the nature of this study and the purpose, is aiming to find a meaningful explanation of the specific consumer behaviour.

3.2 Method

3.2.1 Sampling Method

In order to fulfil the purpose of the research the convenience sampling method chosen is purposive sampling. According to Saunders et al. (2016), the use of a purposive

sampling method benefits the research because it gives the freedom to decide the type of participants that are to be interviewed. That is why it was decided that this would be the most beneficial method of sampling for this research and its purpose. Saunders et al. (2016), further states that purposive sampling is not adequate for large scale sampling, but rather for smaller sample sizes. With a smaller sample size, researchers are able to

focus more specifically on the vivid and profound information gained from the participants.

The purposive sampling technique was conducted through initially contacting 20 students to find out whether they own an iPhone and have purchased one previously. A handful of the individuals contacted unfortunately did not meet the requirements stated above and were thus dropped from consideration. Here, other relevant information regarding the interview was provided to the potential participants to see whether they would be interested in taking part or not. As a result, the research landed upon 12 people that were willing to take part in the interview and had all met the requirements for the research.

3.2.2 Interview Design

In order to answer the research question and fill the gap in the existing literature, the preliminary research of this paper is based upon qualitative research methods and more specifically interview questions were designed and built upon the theoretical

background and problem. According to Saunders et al. (2009) there are three types of interviews that can be used in qualitative research: semi-structured, structured and unstructured or in-depth interviews. This research uses semi-structured interviews to obtain empirical data. In the semi-structured there are themes and questions that are covered. Semi-structured interviews emphasize on a specific type of information which is relevant for the study and then this information can be compared with the other findings gathered throughout the interview process. In addition to that, despite the fact that the same types of questions need to be asked, there is also a possibility for more flexibility through the interviews where important information can arise. These types of interviews also require an interview schedule which is then used for all the interviews. However, more topics and questions can be added to it if they are relevant (Dawson, 2009).

The primary data for the study was gathered through qualitative methods including in-depth interviews with 12 participants. This approach was selected due to the fact that it enables the research to gain a better understanding of the feelings and purchase

having a discussion with them, thus exploring their true preferences and expectations about Apple’s product. Initially, a pilot interview was conducted so that the interview questions could be tested to see their usefulness and accuracy. After the interview a new interview guide was developed based on the responses of the participant and the

theoretical background of the study. The new interview questions added, were mainly concerning the way people use their smartphones and their overall views on iPhones and Apple.

As stated above the type of interviews conducted were semi-structured. This allowed the research to collect meaningful and subjective empirical data which was then deemed accurate to draw conclusions on. An interview guide was developed which was then used for all the interviews (appendix B). Some additional questions were asked during the interviews based on the answers of the participants. The interview questions used in the interview guideline were mostly open-ended in order to ensure that the interviews were conducted in a form of a discussion and not just one sided. In addition, by asking open-ended questions, information that is relevant for the research could be gathered. The interview questions were based around the five-stage consumer decision making process, smartphone usage and views towards Apple and iPhones. The participants in the interviews were students that own an iPhone and went through the different stages of the consumer-decision making process when making their purchase. Moreover, two gender groups were identified in order to see the similarities and differences within the responses. The fact about whether the participants were working or not was also taken into consideration due to the fact that this could have influenced the empirical findings (Figure 2). The duration of each interview was approximately 45-60 minutes long. Before each interview the participants were informed about the topic of the study and the research question. In addition, the qualitative research was conducted only with the consent of the participants and they were toldhow long time the interview should last, the fact that participation is voluntary and one can withdraw at any point of time during the interview process, the fact that they may be contacted after the interview to be questioned about their responses. The majority of the interviews were conducted online through a platform named Zoom, due to the current situation with Covid-19 and when they were conducted face-to-face it was ensured that the environment is safe from spreading the infection.

Figure 2

Interview participants list:

3.2.3 Data analysis

For the purpose of the research, in order to analyse the empirical data collected, a thematic analysis type approach was utilized. Here, Braun and Clarke (2006, p.6), state that: “Thematic analysis is a method for identifying, analysing, and reporting patterns (themes) within data”. With this, Braun and Clarke are attempting to portray thematic analysis as a method that aims to find repeating similarities among responses in specific categories of the interview and to then deem those as relevant factors. They further state that, with a thematic approach to analysis, the research can take the empirical data and process it in-depth, gaining detailed information regarding the topic.

Additionally, for the purpose of categorizing and ordering the empirical data that was collected, open-coding serves as an efficient and effective tool to minimize confusion and reinforce organization allowing for the researchers to be able to pick out specific and relevant data from interviews (Corbin & Strauss, 2015). Here, with an open-coding approach, the authors of this research divided the empirical data by question asked in the interviews and used a colour code to categorize every response before proceeding

with the analysis. The colours used highlighted only relevant responses to the research in terms of the five-stage consumer decision making process. Each colour illustrated influencing factors that influence each of the stages giving the research a more organized form of data.

3.3 Ethics

3.3.1 Confidentiality

According to Morse, et al., (2015), protecting the privacy of the study participants is a core tenet of research ethics. It is stated that when conducting a study there are different types of demographic tags or identifiers that the researchers document and it is essential for the confidentiality of the participants that there is a minimal amount of those tags to protect their identity. All these things were carefully taken into consideration while conducting, gathering and analysing the primary data for this study. All of the participants were thoroughly introduced to the nature of the research and how the information that they give will be used and processed. Due to the nature of the study no actual personal information was documented. All the participants were referred to as numbers (Figure 2) within the interview transcripts and no names were mentioned when quotes were used in the paper. The only distinctive variable that was documented and taken into consideration was the gender of the respondents and their employment status. Finally, all participants were told their interview transcripts would be deleted after the thesis is evaluated.

3.3.2 Credibility

According to Bryman & Bell (2007), Credibility deals with the trustworthiness of the conclusion drawn within the paper in relation to the reality. For a study to be considered as credible, the gathered results should be able to be replicated if the same methods and conditions are applied. Through the use of a semi-structured interview, the respondents were presented with the opportunity to develop their own personalized answers and arguments. Later on, the interviews were recorded and transcribed in order to avoid any mistakes occurring during the coding and the analysis of the results. By having semi-structured interviews, the credibility of the findings to some extent may be hindered due

to the inconsistency arising from between the various responses may cause a slight unbalance. However semi-structured interviews have contributed in viewing the problem from various perspectives and approach angles. This interviewing technique has brought the respondents the opportunity to come up with their own answers and arguments using their experience as a point of reference, thus giving the opportunity to look at the specific problem from a more in-depth perspective.

3.3.3 Transferability

According to Collis & Hussey (2014), transferability refers to the extent to which findings acquired from the research can be applied to any similar context. Thus, with a higher level of transferability, the study can generalize throughout the context. As this research focuses on a smaller segment of individuals who are all Swedish, the

transferability and the ability for the results to be generalized across a broader

population may be limiting. The results and findings that this research has come across may not be able to define the motives of others across a vaster span in other cultures across the world as it may not apply to their motives. Thus, the findings and the results of this paper may only be viewed for what they are in the context to which they are set in being “What are the relevant influencing factors that affect the purchasing decision towards smartphones of university students in Sweden?”.

3.3.4 Dependability

Dependability is a tool that is used to observe whether the research and the topic and hand is consistently conducted (Golafshani, 2003). According to Tong & Dew (2016), reliability is often referred to as dependability when it comes to the qualitative research and it shows if the research has been done in a transparent way. Additionally, the authors suggest that the transcript of qualitative data should be done. In the case of this study, all interviews were recorded and then transcribed. Zoom was used to record the discussion with the interviewees and afterwards as stated above a thematic analysis was implemented to analyse the empirical data. After transcribing the interviews, each transcript was matched to the audio recording to make sure that the information gathered was trustworthy and correct. The analysis of the empirical data and its comparison to the frame of reference was done without any bias and the findings were