Effects of Jungs Attitude Types on Smartphone Purchase

Effect of Jungs Attitude

Types on
Smartphone Purchase
By: de Leon, Ronald Joseph
Chapters 1 3 (Research Proposal)

Effects of Jungs Attitude Types on Smartphone Purchase

Table of Contents

Chapter 1:
Introduction. 3
Conceptual
Framework..5
Statement of the Problem, Hypothesis,
Objectives.6
Scope and
Limitations..11
Sample
Questionnaire.18

Chapter 2: Review of Related

Literature14
Theoretical
Framework..14
Related
literatures..15
Synthesis
19

Chapter 3:
Methodology...20
Statistical
Treatment.21

Effects of Jungs Attitude Types on Smartphone Purchase

Reference
List
23

Effects of Jungs Attitude Types on Smartphone Purchase

Chapter 1: Introduction
A.

Background of the Study

According to Euromonitor (2012), in 2013 volume sales of smartphones in

the Philippines increased by 3% reaching 9.6 million units. Owning a
smartphone in the Philippines became more affordable in 2012 due to the
broad selection of post-paid plans, and the widespread presence of
economy brands. Telecommunications companies offer similar monthly
service contracts, which range between 300.00 php and 10,000.00 php.
Depending on the type of package, the cost of a particular mobile phone
varies. Greater subsidy is provided to higher post-paid plans, and it comes
to a point where handsets are given for free.
Sales of Mobile Phones: Volume 2007-2012
'000 units

2007

2008

2009

Feature Phones
5,892.5 6,363.9 6,554.8
Smartphones
445.9
637.6
931.0
Mobile Phones
6,338.4 7,001.5 7,485.7
Source: Euromonitor International from official

2010
6,620.3
1,489.5
8,109.9
statistics,

2011

2012

6,673.3 6,706.7
2,040.6 2,632.4
8,713.9 9,339.1
trade

associations, trade press, company research, store checks, trade

interviews, trade sources
Sales of Mobile Phones: % Volume Growth 2007-2012
% volume growth
Feature Phones
Smartphones
Mobile Phones

2011/12

2007-12 CAGR

2007/12 Total

0.5
29.0
7.2

2.6
42.6
8.1

13.8
490.4
47.3

Filipinos are highly engaged with their mobile phones. Many upper/middleincome and affluent consumers own multiple handsets due to the differing
coverage of service providers and a preference for separating their

Effects of Jungs Attitude Types on Smartphone Purchase

business and personal units. Around 67% of Philippine households owned

a feature phone, as even low-income families possessed at least one unit.
(Euromonitor, 2012)
Table 8 LBN Brand Shares of Mobile Phones: % Volume 2009-2012
% retail
volume

Company

2009 2010 2011 2012

Samsung Electronics Philippines

Samsung
Nokia
Cherry
LG
iphone
Sony
HTC
Blackberry

Corp
Nokia Philippines Inc
Cosmic Technologies Inc
LG Electronics Philippines Inc
Apple Inc
Sony Philippines Inc
HTC Corp
Research in Motion Ltd
Huawei Technologies Philippines

Huawei
Motorola
Sony

Inc
Motorola Philippines Inc

Ericsson
Others

Sony Ericsson Philippines Inc

Others

8.9 16.3 24.5 28.1

57.1 47.1 31.9 17.6
1.3
3.7 10.0 14.4
3.9
4.5
6.7
9.3
1.6
2.8
3.7
4.8
2.3
0.7
1.4
1.8
1.6
0.6
0.9
1.3
1.3
3.5

2.9

0.5
1.1

1.3
0.1

17.2 12.2
5.6
5.1
8.4 12.7 19.3
100. 100. 100. 100.

Total
Total
0
0
Source: Euromonitor International from official statistics, trade

associations, trade press, company research, store checks, trade

interviews, trade sources
As the market and accessibility of smartphones grows, so does the
number of smartphone brands, which also mean consumers have a wider
variety of options. Every year, new models of smartphone brands such as
Samsung, Nokia, Sony and Cherry Mobile are being released with better
features. Homogenous shopping products such as smartphones
differentiate themselves with their own Unique Selling Propositions such

Effects of Jungs Attitude Types on Smartphone Purchase

as features, specification and price. Considering this, consumers have

become more meticulous in deciding which smartphone to purchase. With
the help of the internet, information regarding smartphones has been
easier, whether it is from a product review website, the brands website or
comments from friends and acquaintances in social networking sites.
With this current trend, examining the consumer decision making process
of the consumers and psychological influences such as attitude types
would be vital in having a better perspective on the behaviour of the
individual consumer.

B.

Conceptual Framework

1. Duration of
Information Search
2. Pre-purchase
evaluation.
3. Post-Purchase
Evaluation:
Expression of
Satisfaction and
Dissatisfaction

Differences in
the decision
making process
corresponding
to an
individual's
attitude in
buying
smartphones.

Process

Input

Use of Kotler's
(2000) consumer
decision making
process as a
framework for
assessing the
respondent's
decision making
process.

Assessment of
possible influences
of corresponding
attitude on the
decision making
process focusing on:

Output

Categorization of
Individual
Consumer into
the (2) attitude
types according
to Carl Jung:
Extroverted
Attitude
and
Introverted
Attitude.

The conceptual framework operates under the premise that psychological

variables such as attitude can influence the decision making of a
smartphone consumer. (Perrault, W.D., Cannon, J.P., & E.J. McCarthy, 2012,
pp. 131-132) Using Carl Jungs (1971) attitude types of Introverted and
Extroverted attitudes, the study will examine the possible influences of a
consumers attitude on certain stages of the decision making process,

Effects of Jungs Attitude Types on Smartphone Purchase

particularly during the Information Search phase, Pre-Purchase Evaluation,

and Post-Purchase evaluation. The output of the study aims to provide the
differences of an Extroverted and Introverted consumer when it comes to
the amount of time he or she spends in gathering information about a
smartphone, evaluation priori purchase and expression of satisfaction and
dissatisfaction after purchasing the product.

C.Statement of the Problem and Hypothesis

Using Carl Jungs Psychological Types and the consumer decision making
process as a framework, how does being an Introvert or Extrovert affect
the decision making process of a smartphone consumer?
Hypothesis: A consumers introverted or extroverted attitude influences
(1) duration of information search (2) pre-purchase evaluation, and (3)
post-purchase evaluation, (specifically on the expression of ones
satisfaction and dissatisfaction).

D.

Objectives

This study aims to determine the effect of extroverted or introverted

attitude towards consumer decision making process specifically on the
following aspects:

Differences in duration of information search prior purchase of

smartphones
Differences in the means of acquiring information on smartphones
Differences in the expression of post-purchase evaluation

E.Assumptions of the Study

Smartphones today are very rampant. Every Filipino household has at
least one or two smartphones. These product falls under Shopping

Effects of Jungs Attitude Types on Smartphone Purchase

Products which require longer decision making process for consumers.

Consumers dont usually purchase these products impulsively.
An individual usually goes through the process of decision making before
the actual purchase when it comes to Shopping Products, these products
are not regularly purchased. Consumers usually research about a certain
product; they want to more about it or they compare it across brands.
According to Carl Jungs theory, an individual with an extrovert attitude
are those types of people that will tend to ask the saleslady in the stores
or they would prefer face-to-face interaction to learn more about the
product while introverts will rely more on the internet and research before
they decide which product or brand to purchase.
Extroverts are also considered as a source of positive feedback on
smartphones. They are the ones who usually express their satisfaction for
a product to others that can also trigger or persuade other consumers to
buy Smartphones.
To have more accuracy to this study, the researcher will perform a series
of surveys through a questionnaire that will help determine the effects of
consumer attitudes towards Smartphones. Journals, news articles and
statistics will also serve as sources of information that can contribute to
the study.

Effects of Jungs Attitude Types on Smartphone Purchase

Sample Questionnaire:
Name (Optional):
Occupation:
I.

Attitude

Strong
ly
Disagr
ee

Disagr
ee

Neutra
l

Agre
e

Strong
ly
Agree

1. I usually spend
my free time
participating in
social gatherings

2. I spend most of
my time with my
friends and/or
family.

3. When I have a
problem I usually
share it with my
Friends and/or
family.

4. I base my
decisions from
facts alone.

5. I enjoy meeting
new
people.

II. Consumer
Behaviour

1. I usually

Strongl
y
Disagre
e

Disagre
e

Neutr
al

Agree

Strong
ly
Agree

Effects of Jungs Attitude Types on Smartphone Purchase

upgrade my
smartphone as
soon as the latest
models are
released.

2. I tend to spend
a lot of time in
researching
about the
smartphone
Im about to buy.

3. I usually wait
for reviews before
I purchase a
smartphone.

4. When shopping
for smartphones, I
usually prioritize
phone
specifications and
its features over
anything else.

5. I prefer online
sources,
newspapers
and/or magazines
such as
smartphone
review websites
over
recommendations
of family and
friends.

6. I tend to buy
from the same
smartphone

10

Effects of Jungs Attitude Types on Smartphone Purchase

brand/s.

7. When I shop for

smartphones, it is
important that a
lot of people know
about it.

8. Whenever Im
satisfied with a
smartphone that I
bought, I actively
share my
experiences with
my friends and/or
family.

9. Whenever Im
dissatisfied with a
smartphone that I
bought, I actively
share my
experiences with
my friends and/or
family.

10.Whenever Im
satisfied with my
phone, I actively
encourage my
friends and/or
family in buying it.

11. Whenever Im
dissatisfied with
my phone, I
actively
discourage my
friends and/or
family in buying it.

11

Effects of Jungs Attitude Types on Smartphone Purchase

12

Effects of Jungs Attitude Types on Smartphone Purchase

13

F. Scope and Limitation of the Study

Scope
To determine the effects on purchasing frequency of Smartphones of a
consumer being an Introvert or Extrovert, these profiles and demographics
will be used:

Male and Female

Working Class
Age: 21 40 yrs. old
Economic Class: A and upper B
Lives within Metro Manila

Sample profiles of the respondents would be the following:

1. Mikaela Garcia, 38 years old, Married
She is a housewife and a mother with one daughter. Her family lives
in Magallanes Village with 3 cars. During her free time, she goes to
the malls to shop, eat in a fancy restaurant and spend time online
using her iPhone.
2. Boris Yu, 26 years old, Single
Boris is a young bachelor who works as a Marketing Manager in a
telecommunications company in the metro. He plays basketball,
loves indie music and play with his gaming console at home. Going
to different places, taking photos and sharing it online is one of his
passion.
3. Vince Santos, 35 years old, Single
Vince is a simple guy who works in an IT company. He usually
spends his time reading books in a coffee shop, play online games,
or just spend his whole day in front of the computer. When you ask
him about the latest gadget, youll surely get the full information
about a certain product.

Effects of Jungs Attitude Types on Smartphone Purchase

14

Limitation
The study will only be focusing on attitude as a factor influencing the
decision making process. Factors such as social, economic and/or
geographic considerations will not be covered. Other limitations to study
are as follows:
1. Sales Promotions
When a consumer is in the Pre-purchase evaluation there is a
tendency not to proceed to the actual purchase due when there will
be gadgets that are on Sale. They would rather purchase the items
with a lower price than the original product that they want from the
start.
2. Trend and the fast-paced industry
While an individual is in the stage of information search and trying
to compare similar products, there would come a time that a new
model will be released with much higher features. This will include
confusion to the consumers mind and might result to second
thoughts.
3. Brand consciousness
People nowadays are becoming more brand conscious to show their
social status. If they can afford high-end products, they will actually
purchase it.

G.

Significance of the Study

Gone are the days when the use of mobile phones was confined to
sending text messages, making a call, and having polyphonic tones.
In this day and age, where competition is pronounced by introducing
smartphone as type of mobile phone in their business. Players find
ways more than one to stay in shape and be more profitable despite
the blooming effects of global economic crisis and the maturing
mobile market.
Marketing Field

Effects of Jungs Attitude Types on Smartphone Purchase

15

Illuminating the different ways that smartphones can affect the

consumer decision-making process in buying a product. This study
should be able to help the marketers to target the type of
consumers that they have, and to identify the appropriate
distribution channels for their products. This will also help the sales
people with their strategies on how to engage the buyer to actually
buy the product. It will also help to understand the brand target
audience and their behaviour to reach the consumer more
effectively. It can also gather data on smartphones to determine
whether the product will satisfy customers needs. This research will
address the smartphones companies some of the psychological
issues toward developing the type of products that would be
profitable to introduce in the market.
Businesses
As the technology for mobile devices grows, so does the opportunity
for development. This research will help the smartphones
companies understand how the psychological side in a consumer
decision-making process can affect their buyer behaviour. It can
help them to create facet of improvements towards their products
that would accommodate consumers categorized under a specific
attitude type.

Effects of Jungs Attitude Types on Smartphone Purchase

16

Chapter 2: Review of Related Literature

Consumer Behaviour and Decision Making Process
Consumer behaviour is affected by several factors including attitude
toward a certain product, service, or brand. The requirement for assessing
consumer attitude and how market receives the products or response
negatively or positively, has led marketers to conduct studies on markets.
Consumers evaluate products based on their important features. In
addition, different weights are given to each feature by consumers.
(Perner, 2008)
Prior purchase, consumers usually undergo the Consumer Decision Making
Process. The process is composed of five stages: (1) Problem Recognition,
(2) Information Search, (3) Pre-purchase Evaluation (4) Purchase, and (5)
Post-Purchase Evaluation. (Kotler, 2000)

Problem
Recognitio
n

Informatio
n Search

PrePurchase
Evaluation

Purchase

PostPurchase
Evaluation

Source: Adapted from Kotler, P., 2000, Marketing Managmenet, Millennium edition, New
Jersey, USA.: Prentice-Hall, p.179

Problem recognition or need recognition is the first step of the consumer

decision making process and occurs when an individual realises a
difference between what a consumer perceives to be the ideal or desired
state compared to the actual state. Once need recognition has occurred,
the consumer may engage in a search for potential need satisfiers, which
triggers the second step, Information search. Search can be defined as the
motivated activation of knowledge stored in memory or acquisition of
information from the environment. (Kotler, 2000; Hawkins, Best, & Coney,
2001) An external search can be driven by an upcoming purchase
decision, therefore initiating a Pre-purchase evaluation, the primary drive
of which is to make a better purchase decision based on the existing
product options (Hawkins et al., 2001, p. 529). Once a decision is finalized
and a specific product is chosen, the consumer then moves to the
purchase phase. In this step, the execution of all of his or her thoughts
that were processed through the initial steps are done. Concerns such as
whether to buy, when to but, where to buy and how to pay are usually

Effects of Jungs Attitude Types on Smartphone Purchase

17

involved in this phase. (Kotler, 2000, p. 182) After consumption or use of

the product, the consumer then proceeds to evaluate the product whether
his or her need was satisfied or not. This phase is the Post Purchase
Evaluation. This is where an assessment is made on whether needs have
been satisfied and consumers are psychologically uncomfortable trying to
balance the choice made against probable doubts still held during the
decision making process. Examples of such are time and effort invested
by the consumer in purchasing the product wherein it was justified by the
decision to purchase. (Hawkins et al., 2001 p. 628)
Though the decision making process is a viable explanation on how
consumers would purchase products under the pre-tense that consumers
are rational decision makers, that is not always the case. (Perrault, W.D.,
Cannon, J.P., & E.J. McCarthy, 2012, pp. 131-132). According the Perrault
et. al (2012) and Simonson, I. & Stephen (2000), consumers do not
always seek accurate information or make smart choice that provide the
best economic value. This is because there can be multiple influences on
the consumer behaviour itself. A consumers decision making process can
be influenced by their economic needs, psychological variables, social
influences and the purchase situation. Given the different influences, this
study will be focusing on the psychological variables specifically using the
perspective of Carl Jungs attitude types.

Consumer Product Class: Shopping Products

According to Perrault et. al (2012), consumer products can be divided into
four groups: 1. Convenience, 2. Shopping, 3. Specialty, 4. Unsought. Each
class is based on the way people buy products. Convenience products are
frequently purchased item for which buyers want to exert only minimal
effort. The buyer spends little time in planning the purchase of a
convenience item or in comparing available brands or sellers. Shopping
products are products which buyers are willing to expend considerable
effort on planning and making the purchase. Consumers allocate ample
time for comparing stores and brands with respect to prices, product
features, qualities, services, and warranties. Specialty products possess
one or more unique qualities for which a buyer is willing to expend
considerable purchasing effort. Buyers actually know what they want and
will not accept a substitute. Unsought products are products potential
consumers dont yet want or know they can buy.
Shopping products generally involve more time, cost and efforts from the
consumers part as they are considered as a higher risk proposition by the
consumer. Shopping products can be further divided into two:

Effects of Jungs Attitude Types on Smartphone Purchase

18

Heterogenous shopping products and homogenous shopping products.

Homogenous shopping products are ones which fall in same product
categories. As they are in the same category, they are considered by the
customers to be quite alike. Thus there are only certain features which
can differentiate between 2 homogenous shopping products. The
consumer is always on the lookout for such features so that he can come
to a decision. These features are therefore considered as USPs unique
selling propositions. In case of homogenous shopping products, the more
USPs a product has, more is its competitive advantage. The difference
between homogenous and heterogenous shopping products is that, where
in homogenous the product features vary, in heterogenous the product
itself keeps varying. There is still a possibility of comparing price versus
quality. Thus, heterogenous shopping products are products which are
considered to be unlike and non standardised. Some other examples of
heterogenous shopping products includes jewellery (varying quality of
same product), cars, furniture etc. Each and every one of these products
belongs to one category, but every product is different from each other in
not only features but the basic make as well. (Perrault et. al, 2012,
pp.208-209)
Smartphones as Shopping Products
Considering the definitions of what shopping products are, the study
categorizes smartphones as homogenous shopping products, wherein
consumers spend effort in comparing similar products and deciding which
product to purchase. According to Euromonitor (2012) Filipinos are highly
engaged with their mobile phones. Around 67% of Philippine households
owned a feature phone, as even low-income families possessed at least
one unit. Smartphones, on the other hand, still had a relatively low
penetration, at around 28% in 2012. This figure is expected to expand
significantly because of the presence of low-priced brands and decreasing
mobile phone service prices. Since 2012, smartphones in the Philippines
have become more affordable due to broader selections of post-paid
plans, economy priced smartphones, and localized brands.

Carl Jungs Attitude Types

According to Carl Jung (1971, p.330) there are two different attitudes of an
individual, reacting towards circumstances namely the Extroverted
attitude and the Introverted attitude. Depending on the attitude of the
individual, he or she may have different interests in people and things,
relationship or their level of dependence on other people, as well as how

Effects of Jungs Attitude Types on Smartphone Purchase

19

these individual interact with the environment they live in. Though it is
also important to note that though individuals can be categorized into two
attitude types, Jung (1971) also mentions that no one lives completely as
one type or the other. As an individual matures or encounters different
environments, he or she may shift towards the other attitude type.
Jung (1971) defined an Extroverted attitude as a standpoint is
characterized by an outward flowing of personal energy, thus an interest
in people, a relationship with these people and dependence on them as
well. Extroverts are usually motivated by outside factors and greatly
influenced by the environment, sociable and confident in unfamiliar
surroundings, less cautious, less fearful, and likes organizations, parties
and tends to be optimistic and enthusiastic. Usual weaknesses of
extroverts are their dependence on making a good impression, easily
making and breaking relationships, regards reflection as being morbid and
tries to avoid being alone, lacks self criticism and too accepting of morals
and conventions. As such extroverts likes to express themselves
outwardly and often times are good at social interactions, though their
heavy reliance on social acceptance creates their weakness as well.
Introverted Attitude on the other hand, according to Jung (1971), is
characterized by an inward flow of personal energy; a withdrawal
concentrating on subjective factors. Introverts are usually happy alone
with rich imagination. They prefer personal reflections over activities
involving social interactions. Because of this, introverts lack confidence in
socializing with people and has the tendency to be shy and hesitant in
conversing. Though this is the case, introverts are able to support
themselves even without social approval.
Jung (1971) says each type misjudges the other; they tend to notice the
negative aspects of the other. The introvert is seen as egotistical, dull, and
self-centered; the extrovert is seen as superficial and insincere. He also
says that there is a marked tendency for either type to marry its opposite,
each secretly hopes that the other will take care of the side of the life
each lacks. To explore further the differences and interactions between
the two, Jung (1971) provided the following instances:
Extroverted Thinking
Extroverts use thought in making decisions; they are tied to facts, and do
not pursue abstract ideas. They tend to supress facts that do not fit into
their schemes, for example individuals such as empirical scientists or
trivia buffs.

Effects of Jungs Attitude Types on Smartphone Purchase

20

Introverted Thinking
Introverts are not interested in facts per se but are interested in abstract
ideas. Facts are not collected for their own value. Introverted thinkers give
little attention to their relationship with the world. Examples of such
individuals are mathematicians and philosophers.
Given that Jungs (1971) Attitude Types states that an individuals attitude
can influence a persons way thinking as well as social interaction, the
study is interested in identifying the potential influences of these attitude
types on the consumer decision making process as it was stated by
Perrault et. al (2012) that psychological variables can affect the process.
The method established for information access and evaluation by subject
allowed for the determination of their processing mode, the number of
attributes and brands evaluated, the total amount of information
processed, and the total time required to arrive at a final selection.

Studies on Psychological Influences on the Consumer

Decision Making Process
Perrault et. al (2012) states that psychological variables can influence the
decision making process. Lysonski, S. & Durvasula, S. (2013) study states
that analysis of the psychological variables such as: perceived time
pressure, shopping opinion leadership, shopping self-confidence,
consumer susceptibility to interpersonal influence, and materialism have
an impact on the consumer decision making. The study also shows that
psychological variables can explain some of the differences in decision
making styles among consumers. Changes in decision making styles
shows that consumers are now more brand and conscious while being
more impulsive and careless in their shopping.
Several studies have also been conducted in exploring and identifying
possible effects of personality traits, self-regulation and behaviour,
anxiety, character, and cognitions on the pre-decision and decision
making stages of a consumer. (Hill, R.P., 1984; Simonson, I. & Stephen,
2000; M.N., 2000 Tillman, C.J., 2011; Yordanova, G.S., 2006)
Hill (1984) conducted a study to determine whether interpersonal anxiety
has an effect on the decision making process. Using Sullivans Theory of
Interpersonal Relationships, he further elaborates that an individuals level
of anxiety can be detrimental to a consumers satisfaction. Thus, if a
consumers state of anxiety becomes high during the decision making
process, the consumer may attempt change pre-existing decision and
away from the decision environment even before evaluation takes place.

Effects of Jungs Attitude Types on Smartphone Purchase

21

To measure his hypothesis, Hill (1984) placed his subjects in a decision

situation that manipulated the number, importance and expected level of
disapproval of a group of reviewers whose job was to evaluate the quality
of the subjects decisions. Results showed that the higher the anxiety level
was, information processing activity increases. The study recommends to
conduct investigations on further implication of increasing anxiety levels
in terms of long-term effects of anxiety-invoking communications on
consumer behaviour. Being a psychological state, anxiety is brought about
by instances wherein an individual experiences discomfort, which can also
be caused by an individuals attitude implicating that depending on the
attitude type, situations of discomfort leading to anxiety may lead to
increased information processing in the consumer decision making
process.
The interaction between a very common task, explaining decisions, and
an individual difference, need for uniqueness (NFU), on buyer decision
making was Simonson & Stephens (2000) focus on their research. It was
proposed and proven that explaining (or providing reasons for) decisions
shifts the focus from the choice of options to the choice of reasons. buyers
who explain their decisions and have high NFU tend to select
unconventional reasons and are, consequently, more likely to make
unconventional choices. These predictions were supported in a series of
studies involving choices between conventional and less-conventional
options, such as whether to switch to a brand on sale, whether to select a
compromise option, and whether to accept a gamble with a possible loss.
The findings also indicate that the effects of providing reasons are not due
to attempts to act rationally or to concerns about being evaluated.
Tillmans (2011) paper basis its premise on unethical decision making
rooted from psychological aspects such as personality trait, ethical climate
and moral intensity which coincides with Perrault et. al (2012) that
consumers are not always rational decision makers. Tillman (2011)
concluded that there was indeed a correlation between the three
psychological influences. Individuals with lower moral intensities and
negative ethical climates tend to make unethical decision making.
Yordanova (2006) examines the effects of processes that take place in the
pre-decision stage of decision-making on subsequent self-regulation. The
research elaborates on potential outcomes captures the degree to which
individuals generate positive and negative consequences of their
behaviours, as well as the degree to which they evaluate the likelihood
and importance of these consequences. In this manner the study shows
that peoples' tendency to think about potential outcomes predicts the

Effects of Jungs Attitude Types on Smartphone Purchase

22

type of information processing they engage in when making an important

consumer decision, as well as the choices they make.
Consumer attitude studies such as Tajzadeh Namin, A. A., Rahmani, V. &
Tajzadeh Namin,A. (2012) focuses more on the corporate attitude and the
brand attitude in examining purchase decision and re-purchase rates. The
study used a descriptive method in analyzing the purchase behaviour of
consumers in buying cellphones. A combination of multi-stage cluster
sampling and judgment sampling was employed. In total, 385
questionnaires were analyzed. The findings suggest a significant
relationship between the variables brand attitude, corporate attitude,
and product (cell phone) choice. In addition, no significant relationship
was found between individual decision making processes (independent or
mediated) and product choice.

Synthesis
Consumers attitude can influence a specific behaviour of an individual;
they could either be introvert type or extrovert type. Thus, it can be an
expression of satisfaction and dissatisfaction on purchasing a
smartphones. The approach of this study will determine how different
types of attitude can affect in the consumers buying behaviour towards a
certain product. The criteria on Jungs attitude types can be tested by this
research. There are several judgement that a consumer can form and
many decisions they can take. Understanding consumer judgment toward
a certain product is an important role in their decision making process.
Although psychological variables have been investigated, this study would
like to focus on examining if there is an existing relationship between
attitude type and consumer decision making process, considering that
psychological variables indeed influences consumer decision making
(Perner, 2008; Perrault, et al.,2012; Tajzadeh Namin, et. al, 2012; Tillman,
2012). This research specifically aims to examine and determine whether
the attitude type according to Carl Jung (1971) of a consumer, influences
the decision making process for a homogenous shopping product such as
a smartphone.

Effects of Jungs Attitude Types on Smartphone Purchase

23

Chapter 3: Methodology
Research Design:
The research is a cause and effect research examining the impact of two
types of attitudes according to Carl Jung towards the consumer decision
making process. Data will be gathered using a close ended questionnaire
using the Likert Scale.
The first section of the questionnaire (See sample questionnaire, pp. 7-8)
will be used in determining the respondents attitude type whether
introvert or extrovert. This will help conclude the type of consumer that
should be targeted by the marketers or sellers.
The second section is constructed to measure the respondents usual
decision making process when purchasing smartphones using Kotlers
(2000) decision making process framework, focusing on the respondents
duration of information search, pre-purchase evaluation of smartphones,
and expression on satisfaction or dissatisfaction in examining the postpurchase behaviour.
Sampling
The Sampling process should start by defining the population concern in
the research. Respondents of this research will be determined by Male and
Female both in working class, Ages 21-40years old, with Economic class A
and upper B, Lives within Metro Manila. The method that will be used is
Probability Sampling Scheme; the method is one in which every unit in our
chosen respondents will have a chance of being selected in the sample.
Probability Sampling Method can accurately determined our respondents
attitude towards purchasing smartphones.
The research will use Simple Random Sampling. In Simple Random
Sampling all subsets of the frame are given an equal probability. Each of
the frames has an equal probability of selection. It can also provide the
greatest number of possible samples by assigning a number to each unit
in the sampling frame. Estimates are easy to calculate by using Simple
Random Sampling.
After determining the process needed for the Researchs Sampling. The
researcher will create a Sampling Frame, or a set of items or events
possible to measure. Determining the sample size must be observe to
limit the number of respondents in the sampling. After getting the Sample
Size, the Researcher should implement the sampling plan needed in the

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24

research. After gathering all the data, the researcher should review all the
sampling process.

Statistical Data Treatment:

Through the questionnaires, the Z-test will be used. The results will be
tabulated according to typical five-level Likert item: Strongly Agree, Agree,
Neutral, Disagree, and Strongly Disagree). The researcher should be able
to measure the difference of the effect of the attitude type and the
consumer decision making process in purchasing smartphones. This
treatment will also help determine the frequency of their purchasing
behaviour on smartphones.
Likerts five-level scaling will be more appropriate to observe the type of
attitude a consumer possess that can be helpful to marketers in targeting
the right market. Using the Interval scaling Z-test, the two different
attitude types will help in determining the association of the behavioural
attitude of a person on a certain product such as smartphones.
After gathering the data, the research should be able to identify the
difference of the effects of two independent variables on a continuing
dependent variable. The study will also help the Mobile phones industry in
determining what type of smartphones to offer on different fields or
market that can also help in growing the technology industry. The results
will be measured through the different consumer attitudes toward the
product. Satisfaction or dissatisfaction will also identify the repeat
purchase.

Effects of Jungs Attitude Types on Smartphone Purchase

25

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