CHAPTER 2: LITERATURE REVIEW

2.0 Introduction
Consumers are individuals and households that buy the firms product for personal consumption (Sata, 2013) but before buying consumers will go through the decision making whether to buy or not to buy the product. Consumer’s decision making strategy is one of the fundamental issues in the consumer behaviour. Research have define consumer decision making process as the “behaviour pattern of consumers, that precede, determine and follow on the decision process for the acquisition of need satisfying products, ideas or services” (Mohan, 2014). Besides that, previous research studies also stated that young adult high purchasing power because they are more easily influenced by the modern technology. Researchers also have outline that young adults’ consumer segments have proven to be particularly attractive and emerging market that is keen to acquire innovation products (Juwaheer et al., 2013). There are many social interpersonal factor that influence young adults in deciding which smartphone to be purchased. A number of variables can influence young adults in their purchasing decision. Among those are; personal factors, needs, attitudes and values, personality characteristics, socio-economic and cultural background, age, sex, professional status to social influences of various kinds exerted by family, friends, colleagues and society as whole (Uddin, Lopa & Oheduzzaman, 2014). In this research study there will be four variables tested to