An Empirical Study Of The Determinants Of Consumer Purchase Intention Of The Smartphone In South Sudan

The purpose of this study was to find out the factors that affecting consumer purchase intention of smartphones in South Sudan.The study sought at six factors which are convenience,dependency,countenance,branding,compatibility,and pricing factor.The study adopted a descriptive research design;the main purpose of the descriptive research is to get a full description of a single occurrence within its context that helps to explain and expand the empirical generalization,the study targeted five hundred(500)South Sudanese citizens within South Sudan and abroad.The survey was conducted on 497 respondents from within and outside South Sudan.The tool to collect the data was an electronic questionnaire(google form),it was distributed via social media(Facebook and Whats App messenger),and SPSS version 26 was used to analyze the data.According to the survey,convenience is generally perceived to have a negative correlation,Dependency generally perceived to have a positive and significant correlation,Countenance generally perceived to have a negative and insignificant correlation,Branding generally perceived to have a positive and significant correlation,Compatibility generally perceived to have a high positive and significant correlation and lastly Pricing generally perceived to have a high positive and significant correlation.Generally,all the factors measured as determinants of consumer purchase intention have a high and positive significance.The study recommended users to focus on smartphone simplicity to achievecompletion of a task in an easy and better way,and for producers/designers to produce and design a simple and easy smartphone to satisfy users' needs.Secondly,the study recommended manufacturers to understand the needs and the empty gap the users are facing in fulfilling their satisfactions and lastly the study recommended marketers to consider fairness,fixedness,and reactiveness of a price to enable buyers/users budget for their future purchase and get a product according to their budget.