Author(s):Dr. Asha Chawla

Abstract: Consumers today indeed prioritize the latest features and technology, affordability, and reputable brands when making purchase decisions. This reflects the increasing demand for innovative and high-value products in the market. Understanding and adapting to these consumer preferences is key for businesses looking to succeed in today's competitive market. This paper is an attempt to study the consumers’ preferences between product features while making purchase decision of smartwatches. In order to accomplish the objectives of the research a sample of 250 respondents was taken by using non-random & convenience sampling technique. The result indicates that there are no significant difference in the mean of smartwatches’ features on importance level across two categories of gender. The overall weighted average score of 3.59 indicates that consumers have high expectations for smartwatches and desire devices with a rich set of features.

This research paper assesses the importance of features of smartwatches among users in National Capital Region (NCR) using theories and techniques of technology. Instrument for data collection was designed on Google forms and circulated online via email and shared on Whatsapp groups; facebook and copies of the survey were also administered to randomly selected number of users in NCR. A total number of 250 responses were considered for the study. Five hypotheses were formulated and the initial analysis of the data was done with electronic spreadsheet on Google respondents’ analyser and further subjected to Statistical Package for Social Sciences (SPSS). Descriptive statistics, Average weighted score, T-test and Anova were further used to measure the variability of the data.

Keywords: Smartwatch, Purchase Decision, Importance level, Features.

DOI: 10.61165/sk.publisher.v10i2.1

Download Full Article: Smartwatch Adoption: A Comprehensive Study of Influencing Factors

Pages:138-146