Abstract
Abstract
This research aims to study the different types of innovations that are
now implemented in mobile phone industry of Pakistan in order to
check its influence on customer purchase intension. Pakistan is a
developing country and currently a number of companies in Pakistan
are adopting latest technologies to improve their overall performance
and sustainability using innovative approaches. Both pros and cons of
the distinct innovation types would be evaluated in the research study.
This study also analysed that how these innovation helps brands
sustainability at both national and international level to leverage
reputation of Pakistan. Considering the current competition in mobile
phone industry at the global level, it is mandatory to analyse
performance of Pakistan’s mobile phone industry, which further
needs to strengthen its position in international market with adoption of
latest technologies and innovative changes. For this purpose,
quantitative research methodology is used, for which the researcher
collected data from a sample of 200 respondents from mobile phone
users in Faisalabad city of Pakistan using convenient sampling
technique. Results depicted that product features, packaging, product
sophistication, and product sustainability have a significant
relationship with customer purchase intension and mobile phone
companies should consider these factors while making production
strategies.
Keywords: Innovation, Brand sustainability, Customer Purchase
intension, Mobile Phone Industry.
Muhammad Nazam, muhammad hashim. (2019) Investigating the Impact of Innovation and Brand Sustainability on Customer Purchase Intention: A Case of Mobile Phone Industry, Journal of Managerial Sciences, Volume 13, Issue 3.
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