Major Determinants that Influence the Choice of Brand of Mobile Phone

Abstract

The study examines whether there is an association between brand of mobile phone used and occupational status, educational level and satisfaction level. Influence of mobile phone usage was also examined. Data were collected on 478 mobile phone users. Convenient sampling method where the respondents were interviewed as they were encountered was used. Statistical analysis methods such as descriptive statistics, chi-square test statistic, one sample t-test, were applied. The study indicated that Samsung is the most used mobile phone brand. The study also revealed that the major factors that influence the choice of a brand of mobile phone are price, the number of features, battery capacity, quality and fashionableness. The study discovered that there is no association between mobile phone brand used and educational level. The study reveals that there is an association between brand of mobile phone used and satisfaction with performance. Conclusion can be drawn that majority of the respondents often used their mobile phone application and were satisfied with the attributes of their mobile phone.

Factors Influencing Purchasing Behavior of Mobile Phone Consumers: Evidence from Bangladesh

“…(2019) identified product quality as the cause of switching cellular brands, and Riyath and Musthafa (2014) and Twenefour (2017) identified perceived quality of smartphones affects brand preference.…”

“…argued that the customers of the lower-income group prefer cheap phone brands. Also, bothMokhlis and Yaakop (2012) andTwenefour (2017) found the price was one of the essential factors influencing mobile phones' customer choice. Moreover, in their study,Ayodele and Ifeanyichukwu (2016) suggested that mobile companies Md.…”