## 4 Discussion  
Data from the questionnaire were analyzed using SPSS, and statistical methods appropriate for each hypothesis. The first hypothesis of the study (H1) assumed that there is no significant difference between men and women in terms of the maximum price they are willing to pay for their next smartphone. The mean maximum expected price for men was 3250 RON (approximately USD 679), while the mean maximum expected price for women was 3550 RON (approximately USD 742). The \(t\)-test for independent samples tested whether there was a statistically significant difference between the means of the maximum estimated price for men and women. Thus, the results of the test showed that the 95% confidence interval for the difference between the maximum prices is between USD \(-\)156 and USD 23. Since the confidence interval includes zero, this result suggests that the difference between the two groups is not statistically significant. The H1 hypothesis analysis showed that there is no statistically significant difference between men and women in the maximum amount they are willing to pay to purchase a smartphone, which means that price sensitivity is mainly determined by individual financial situation and perceived value of the product rather than gender. This finding aligns with previous research [28], suggesting that price sensitivity is influenced more by individual financial situations and the perceived value of the product rather than gender. Therefore, this issue emphasizes that pricing strategies in smartphone marketing should focus on consumer segments defined by disposable income and perceived value, rather than adopting gender-differentiated approaches. The second hypothesis (H2) investigated whether there is a significant relationship between gender and using an Apple smartphone. To test this hypothesis, the Chi-Square Test of Independence (Chi-square test) was used, which is suitable to assess the association between two categorical variables. The results showed that 24.20% of males use an Apple phone compared to 45.15% of females. The Chi-square test indicates a Likelihood Ratio value of 40.223 with eight degrees of freedom and \(p<0.01\), suggesting that there is a statistically significant relationship between gender and Apple brand usage. [PERSON]'s coefficient V = 0.300 indicates a medium size relationship as categorized by [PERSON] [41]. Given these results, hypothesis H2 is rejected, which means that there is an association between gender and Apple brand usage. This result suggests that women are more likely to use an iPhone compared to men. The same association was also tested for other smartphone brands. The results showed a Likelihood Ratio of 52.829 to 14 degrees of freedom and \(p<0.01\), confirming a medium-sized relationship between gender and preferences for various brands. Regarding hypothesis H2, the results indicate that gender significantly influences the preference for smartphone brands, with women more likely to use Apple devices as a premium brand associated with high standards of quality, reliability, and social status [1]. From a marketing strategy perspective, campaigns should also be tailored to gender-based preferences, emphasizing aspects such as design, ergonomics, and brand perception, so that they are targeted to different consumer segments effectively. Hypothesis H3 hypothesized that there is no significant difference between men and women in terms of online purchases of smartphones. This hypothesis was tested in two scenarios: current smartphone purchase and intention to purchase the next smartphone. The Chi-square test of independence was used to test the hypothesis, which allows us to assess the relationship between gender and online purchase preference. The Chi-square test results indicated that Chi-square = 15.565, with 3 degrees of freedom, and \(p\) < 0.01, suggesting that there is a statistically significant relationship between gender and online smartphone purchase. [PERSON]'s V value = 0.182 indicates a relationship of low to moderate intensity.