BRAND PREFERENCE FOR MOBILE PHONES AMONG STUDENTS (THE CASE OF SAINT MARRY UNIVERSITY POSTGRADUATE STUDENTS)

Abstract

In order to understand mobile phone brand preference and how consumers consider in making such purchases. A number of studies have been conducted in other countries on brand preferences, but because of different reasons their findings were not applied in our country, so the primary objective of this study is to assess brand preference for mobile phones among students in the case of saint marry university postgraduate students, , the study considered some factors after looking to the literature review and developed self-generated conceptual framework. A sample size of 291 out of 1123 students was selected using convenience sampling technique. Based on the theoretical frame work and objectives of the study the questions items were provided to the respondents in cross sectional data collection method. After distributing questioners data’s was analyzed using descriptive analysis. The study findings showed that brand popularity, prices, product attributes, social influences and marketing communications all affect mobile phone brand preferences among students. The study results also showed, however, that there were some product attributes and social influences that did not influence these preferences