Abstract:
“Trend is friend”, this is the core policy of every successful business. Now a
days computing device and communication is a trend, and not only this but
Smartphones are part of fashion accessory and it symbolizes numerous other socioeconomic relations as well. The main objective of the study is to find that which
factors are influencing consumer buying behavior towards both huge brands apple and
Samsung cell phones. This study adopts a survey design method in determining the
factors that are influencing consumer buying behavior like price, quality, innovation,
preference Its target population comprises 80 students and faculty members operating
within Bahria university Islamabad.To study this behavior of humans we conducted a
study with Samsung and Apple as case study and population of Islamabad as our area
of study. Non-subjective approaches are shadowed to gather primary data from
respondents and afterwards relevant literature was reviewed to second the hypothesis.
Study results revealed that Apple possess comparatively high brand equity and
identity than Samsung smartphones.Samsung possess a large market share in
Islamabad but their consumers are not loyal to the brand whereas Apple is relatively
used but attract competitor’s customers. Thus brand equity of Apple is far higher than
Samsung and building up a brand image will result in long term investment.
