Questions Responses Codes Themes

1. Do you Participant 1: Of course, Wise choice.

consider because online reviews General Advice
online reviews offer valuable insights and Considerations
before from other consumers
purchasing a about a smartphone's
smartphone? real-world performance.
(Yes/No)
Participant 2: Yes, Relies on Reviews
Because I also base my Influence of
decision on them before Reviews and
purchasing a phone. Recommendations

Participant 3: Yes, Consider Reviews

before purchasing a new Influence of
phone, I do read internet Reviews and
reviews. Recommendations

Participant 4: Yes, I Relies heavily on

really read them reviews. Influence of
especially since I have Reviews and
trust issues. Recommendations

Participant 5: Yes, It’s Reviews help

very helpful for me decision making Influence of
especially since I’m very Reviews and
undecided about certain Recommendations
things, like choosing
phone

2. Can you Participant 1: Well, I Brand loyalty

describe your describe my purchasing Purchasing Habits
smartphone habits by brand loyalty and Criteria
and convenience, and it
purchasing
depends on when I need
habits? How to replace my
often do you smartphone.
buy
smartphones?
 Participant 2: It depends Personal
on the quality or what I Preference Purchasing Habits
really want, and I only and Criteria
buy a new phone when
my current one breaks.

Participant 3: New features

Depending on what I Important Features
need and how awesome and Factors in
the new features are, I Decision Making
typically acquire a new
smartphone every one to
two years.

Participant 4: Uh, Surprise upgrades

actually, I'm not sure Purchasing Habits
since my parents are the and Criteria
ones who give me
phones, and sometimes
I'm just surprised that I
have a new phone.

Participant 5: I look at Needs-based

what brand of phone is Purchasing Habits
good and suits me. I only and Criteria
buy a phone when my
current one is broken.

3. If you do Participant 1: A lot, Honest Reviews

review online because when I see Details Influence of
reviews, how honest reviews from Reviews and
much do they people, they mention Recommendations
affect your what they like about the
decision to smartphone and its cons.
buy a
smartphone? Participant 2: A lot, Prefers vloggers
(Not much, because through them, I with honest Influence of
Somewhat, A can really know if the reactions Reviews and
lot) reviews are good, Recommendations
especially from vloggers
with honest reactions
about the phone, which I
like because of their
honesty.

Participant 3: Online Reviews guide

reviews really help me choice Influence of
decide which phone to Reviews and
get.
 Recommendations

Participant 4: Not much Reviews vary

since we all have Influence of
different perspectives Reviews and
and opinions on things. Recommendations
Sometimes people
review just for clout or if
it's sponsored, so not
much.

Participant 5: a lot, Honest Reviews

because through online Details Influence of
reviews, I can totally see Reviews and
that the phone or brand Recommendations
is good. This also really
affects my buying
decision because some
of them are really honest
about that brand, which I
like.

4. Can you Participant 1: First, I Check reviews

describe your check the reviews of the Influence of
thought smartphone to see the Reviews and
process when pros and cons. Second, I Recommendations
considering read honest reviews and
which reactions. Lastly, I
smartphone observe myself to see if
brand to buy? I'm convinced or not.

Participant 2: First, I Read reviews

think about the ones Influence of
known for the quality of Reviews and
the camera because I Recommendations
love taking pictures, and I
always base it on the
phone's camera.

Participant 3: When Research brands

choosing a phone brand, Purchasing Habits
I ahmm consider factors and Criteria
like reputation for
reliability, performance,
camera quality, software
updates, and customer
service.
 Participant 4: Um, I Brand familiarity
think it's about which Purchasing Habits
brand I'm most familiar and Criteria
with and which one I'm
really used to because
sometimes when you buy
a different phone that
you're not familiar with,
it's more difficult, unlike
with the one you're
familiar with.

Participant 5: I consider Current trends

well-known brands, or Purchasing Habits
what's trending in our and Criteria
generation.

5. What features Participant 1: Privacy Prioritizes Privacy

are most features and durability Purchasing Habits
important to are most important, and Criteria
you in a because they can protect
smartphone? my personal information
and ensure my
smartphone lasts long.

Participant 2: For me, Values Camera and

it's the camera and Storage Purchasing Habits
storage capacity because and Criteria
with a good and large
storage on your phone,
you can take many
pictures and won't run
out of storage quickly,
especially with everything
I do on my phone.

Participant 3: For me, a Performance and

phone's photo quality and Functions Purchasing Habits
battery life, software and Criteria
functionality, and
longevity are its most
crucial characteristics.

Participant 4: of course, Prioritizes quality &

the quality and the convenience Purchasing Habits
convenience of the and Criteria
product itself.
 Participant 5: Large Media Focus
storage and good Purchasing Habits
camera quality because and Criteria
this generation really
likes taking pictures or
gaming, which requires
big storage.

6. What factors Participant 1: Trust friend's

are the most Recommendations from advice Influence of
important that friends and family are Reviews and
influenced crucial. Recommendations
your decision?

Participant 2: The Family tech advice

recommendations from Influence of
my friends and family, Reviews and
especially from my family Recommendations
because sometimes they
really know more about
phones, I don't know,
maybe that's just how it
is.

Participant 3: ahmm the Brand +

brand's reputation for Dependability, Important Features
dependability and Performance, and Factors in
customer service, overall Camera Decision Making
performance, and
camera quality are the
three main influencing
aspects in my decision.

Participant 4: Um, Sticking with brand

everything because all Purchasing Habits
the features I'm looking and Criteria
for are also available in
the brand of phone I
have now and the brand I
really like.

Participant 5: Price and Price/Performance

quality, since I really look Important Features
for a phone that's and Factors in
affordable but performs Decision Making
well, especially for
gaming.

7. How much Participant 1: I focus on User reviews

weight do you their high ratings in (positive impact) Influence of
 give to brand reviews from people, as Reviews and
image when they have experienced Recommendations
making a the brand.
choice?

Participant 2: I look at Reviews drive

the ones with high ratings purchase decision Influence of
in reviews because that's Reviews and
where I get convinced if Recommendations
this one is good or not.

Participant 3: I think if a Brand coolness

brand looks cool and (secondary factor) Important Features
people like it, it's and Factors in
important, but not as Decision Making
much as if it works well.

Participant 4: Um, Durability key for

actually, I'm not sure but, long-term use Important Features
um, we really need to and Factors in
know because when we Decision Making
buy a smartphone, it's
not something trivial, and
once you buy it, you
should be able to use it
for a long time.

Participant 5: Brand has Trust in established

a big impact on me brands Purchasing Habits
because I don't really and Criteria
choose phone brands
that aren't well-known.

8. Are there any Participant 1: Yes, Gen Z Trendy

specific there's a specific brand Brand Purchasing Habits
brands you that is trendy, especially and Criteria
consider to be among young people,
more trendy or especially Gen Z, who
innovative? always have similar
tastes.

Participant 2: Yes, Apple Brand and Camera

really is because many Important Features
want to have it, you and Factors in
know, it's super trendy, Decision Making
and for the camera and
picture quality.
 Participant 3: I think Fast Innovation
brands like Apple and Important Features
Samsung are seen as and Factors in
cool because they show Decision Making
off new stuff a lot.

Participant 4: Maybe Status and Quality

Apple, especially among Important Features
Gen Z because you know and Factors in
people are really into Decision Making
photos or quality stuff,
and the brand itself.

Participant 5: Apple, Performance and

since its performance is Pricey Purchasing Habits
really good but it's pricey, and Criteria
yet it's worth it because
of its good performance.

9. In your Participant 1: .Samsung, Budget and Diverse product

opinion, which because it is premium range
brands offer budget-friendly for some,
the best value and some versions of
for money? Samsung are high-end.

Participant 2: For me, Camera/Value, Competing

it's Apple and Samsung. All-around priorities
Apple is the best when it
comes to the quality of
pictures and camera,
while Samsung is also
the same, but if it's about
the best value, I go for
Apple.

Participant 3: In terms of Brand value

value for money, brands Important Features
like Xiaomi, OnePlus, and Factors in
and Google's Pixel lineup Decision Making
are often considered
favorable choices.

Participant 4: Um, I think Familiarity

Apple or iPhone since Purchasing Habits
I've tried it already and I and Criteria
mean, I've been using it
for a long time, and I
think it's really worth it,
for me.
 Participant 5: For me, Affordable
Tecno or Infinix, both are Purchasing Habits
affordable and have and Criteria
quality similar to high-end
brands like iPhone, but
sometimes we all have
different perspectives on
phones.

Participant 1: For Camera perception

Follow-up: Can you example, with Apple, its from social media Influence of
think of any examples high-quality camera has Reviews and
from social media that shaped my perception, Recommendations
have shaped your as I often see it on
perception of a Instagram, where people
particular smartphone frequently post pictures
brand? and videos taken with
iPhones or Apple
devices.

Participant 2: I always YouTube reviews

look for reviews on for in-depth info Influence of
YouTube because on Reviews and
TikTok, the explanation is Recommendations
a bit lacking, because on
YouTube, they also
mention the
disadvantages of a
brand, so my choices
increase when it comes
to buying a cellphone.

Participant 3: Yeah, I Peer influence on

saw my friends and brand perception Influence of
people online talking Reviews and
about how much they like Recommendations
some brands, and that
made me think they're
cool too.

Participant 4: Um, Apple features &

maybe TikTok because camera quality Important Features
there, other people show and Factors in
the features of Apple, Decision Making
and you really get
persuaded and, um, the
quality too, if they use an
Apple cam, it's really
visible, you can
immediately see the
 good quality of the video
because you're using an
iPhone.

Participant 5: I often YouTube reviews

watch reviews on (detailed & honest) Influence of
YouTube about the Reviews and
phone I'm going to buy Recommendations
because they're very
detailed and how they
review a phone. It's great
because they're not
afraid to point out the
negatives, which I like
because they're very
honest.

10. How much do Participant 1: A lot, Item Selection

your friends' especially when they are General Advice
and family using that brand because and Considerations
recommendati that's where I see what I
ons influence would like.
the brands
you consider? Participant 2: A lot, Honest Feedback
because when they give General Advice
suggestions about and Considerations
brands, it's nice because
they're really very honest
in reviewing that phone.

Participant 3: If my Social Influence

friends or family say a General Advice
brand is good, I think and Considerations
about it more when
getting a new phone.

Participant 4: Um, Trends Follower

actually, I'm not sure General Advice
because sometimes I'm and Considerations
the one who chooses,
and I go with what's
popular for me.

Participant 5: Family Influence

Recommendations from Influence of
my family and friends Reviews and
have a big impact. Recommendations
Actually, the phone I'm
using now was
recommended by my
 sister because it has
large storage, good for
gaming, good camera
quality, and also
budget-friendly.

11. Do you follow Participant 1: Yes, Functional Reviews

any because it's helpful General Advice
influencers or before buying a and Considerations
reviewers on smartphone, especially
social media? when they review the
phone and not just about
the phone, like the
storage or other features.

Participant 2: Yes, Influencer Reviews

because for me, I really Influence of
like checking influencers Reviews and
who review to really Recommendations
watch if the brand I'm
going to purchase is right
or not.

Participant 3: yes, I Youtube Phone

watch people on Reviews Influence of
YouTube channels that Reviews and
know about phones. This Recommendations
is very helpful for people
in deciding which phone
to buy.

Participant 4: Yes, some Trust Brand

are super helpful Purchasing Habits
especially when they and Criteria
review phones, but
sometimes I don't watch
anymore because I
already trust the brand
I'm familiar with.

Participant 5: Yes, Mary Influencer

Bautista, she's really Influence of
good at reviewing and Reviews and
rating phones, which Recommendations
really convinces me.

Participant 1: They Specs influence

Follow-up: how much influence my brand brand decision Influence of
do they influence your choice when they discuss Reviews and
the specs of the
brand choice? smartphones. Recommendations

Participant 2: I really Influencer reviews

enjoy checking out guide brand choice Influence of
influencers who review Reviews and
products to make sure if Recommendations
the brand I'm planning to
purchase is the right
choice or not.

Participant 3: If they say Trustworthy

a phone is good and I influencer Influence of
trust them, I might get it. endorsement Reviews and
Recommendations

Participant 4: I think just Personal

right because we all have preference in General Advice
our own perspective phone choice and Considerations
when it comes to phones.

Participant 5: Mary influencers

Bautista reviews gadgets preference General Advice
really well, so I watch her and Considerations
to know what phone is
good to buy, and
because of her reviews
about the phone, it
helped me decide which
phone to buy.

12. Do you think Participant 1: Yes, Advertising

social media advertising affects my influence Influence of
advertising smartphone brand Reviews and
affects your preferences because it Recommendations
smartphone showcases the phone
brand and its quality.
preferences?
Participant 2: Yes, Ads influence brand
because for me, the ads image Influence of
give a good image to the Reviews and
brand of the smartphone, Recommendations
especially if it's very
 detailed and about
purchasing the phone.

Participant 3: Ads on Social media ads

social media sometimes pique interest Influence of
show me phones I might Reviews and
like, and if they look cool, Recommendations
I think about them more.

Participant 4: I think, Ads inform &

um, yes, because influence decisions Influence of
sometimes when the ads Reviews and
are good, that's where Recommendations
you'll really see the info
about the phone. And
ads are really prepared
because more people will
base their decisions on
them.

Participant 5: Yes, when Ads influenced

I was looking for a brand choice Influence of
phone, advertising also Reviews and
helped me decide which Recommendations
phone brand to buy.

13. If you could Participant 1: Don't be Shop smart, not

give one piece an impulsive buyer. Don’t trendy General Advice
of advice to buy a smartphone just and Considerations
someone because it’s trending;
buying their always consider the
first quality of the phone
smartphone, because that’s the best
what would it option.
be?
Participant 2: My advice Look beyond the
is to make sure that it's hype General Advice
not just because it's and Considerations
trendy or popular, that
should be bought, but to
really look closely at the
features of the phone like
the camera, storage,
battery life, so you won't
regret it later.

Participant 3: If you are Choose wisely

buying a new phone, I'd General Advice
say think about what you
 really need and how and Considerations
much you want to spend.
Then check out a lot of
phones and see which
one feels right for you.

Participant 4: Um, since Prioritize Quality &

smartphones are used Convenience General Advice
for a long time, they and Considerations
should buy one with good
quality and very
convenient like an
iPhone, but if they don't
have the budget, um, I
think they can go for
Android since there are
affordable ones that still
have good quality, but I'm
not sure if it's as
convenient as an iPhone,
so yeah, that's it.

Participant 5: For New phone, smart

first-time buyers, I would choice General Advice
say choose a and Considerations
budget-friendly phone
with good performance,
storage, and camera so
that your money is worth
it and you won't regret
your brand choice.

14. Is there Participant 1: Uhmm,

anything else nothing else.
you'd like to
ask us about Participant 2: Nothing
smartphones
or this Participant 3: Nope, I'm
research good! But thanks for
project? asking!

Participant 4: None

Participant 5: No,
nothing else