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No. 6 (2025)
Marketing

Articles

THE ROLE OF DESTINY FACTOR IN BUYERS' DECISION-MAKING PROCESS: MARKETING AS AN EXAMPLE OF THE SMARTPHONE MARKET

Published 2025-06-30

Authors
TADQIQ OTI a , Ergashxodjaeva Shaxnoza Djasurovna b , Roʻzmamatov Abbos Tolibjon oʻgʻli c
Affiliations
a N/A
b TDIU, Head of the Department of Marketing, Doctor of Economics, Professor
c TDIU, the main doctoral student of the Department of Marketing
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Abstract

This article analyzes the importance of utilitarian value as a key factor influencing consumer purchasing decisions in the Uzbek smartphone market. The qualitative 15 approach was chosen as the meth odological basis for the study, and local and foreign scientific sources, statistics, and analytical reports published in 2017 –2025 were studied using the content analysis method. The main attention was paid to the functional criteria of consumers in choos ing products — battery life, technical capabilities, service quality, and price –quality ratio. Based on the analysis, it was determined that the high market share of brands such as Samsung and Xiaomi is associated with products that meet utilitarian values , and practical suggestions were made to take this factor into account when developing competitive marketing strategies.

Keywords

utilitarian value, consumer behavior, smartphone market, functional criteria, marketing strategy, purchasing decision, technological advantages, price – quality ratio

References

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