Assessment of the factors influencing consumer buying decision of mobile phone brands: A survey study among university students
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Date
2019
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Publisher
Mzumbe University
Abstract
Development of mobile phones and such technologies has been growing fast in recent years, depicting a wide innovations and advancement. This indeed has emanated from consumer’s needs and preference. In this context, there is no doubt that mobile phone is one amongst the fastest growing product with the high rate adoption of new technological advancement. Therefore, studying determinants of consumer buying decision of mobile is important to manufactures as well as marketers. This study aimed at assessing the factors which influence consumer buying decision to mobile phones brand. Specifically, this study focused on identifying mobile phone brand features affecting consumer buying decision, assessing personal factors affecting consumer buying decision on mobile phones brands, and assessing social economic factors affecting consumer buying decision to mobile phones brand. Data were collected from 200 respondents who were university students, whereby the sampling technique used to select these respondents was convenience sampling technique. The data collection method deployed in this study was questionnaire, hence, the questionnaires were distributed to 200 respondents and all of them were successfully returned, which in turn it enabled this research to have i100% response irate. Data were analyzed using Statistical Package for Social Sciences (SPSS), whereby the frequencies and percentage were determined and presented in tables and graphs. The findings of this study indicated that all selected brand features including brand name, phone durability, phone’s physical appearance and phone’s capacity of saving charge affects consumer buying decision of mobile phones. In addition, the findings indicated that consumer buying decision of mobile phone is highly influenced by personal factors including age, gender, lifestyle and occupation. Furthermore, the results indicated that socio-economic factors including group, income, price and socio-status also influence consumer buying decision of mobile phone. Therefore, this study concluded that consumer buying decision of mobile phones is influenced by multiple factors that should have the same consideration in the manufacturing and marketing processes
Description
A dissertation submitted to Mzumbe University as a partial fulfillment of the requirements for the award of the Degree of Master of Science in Marketing Management of Mzumbe University
Keywords
Mobile phones, Technologies, Consumer’s needs, Growing product
Citation
APA