Please use this identifier to cite or link to this item: http://ir.lib.seu.ac.lk/handle/123456789/1467
Title: Factors affecting mobile phone brand preference: empirical study on Sri Lankan university students
Authors: Riyath, Mohamed Ismail Mohamed
Musthafa, Sulaima Lebbe
Keywords: Mobile Phone
Brand Preference
Price
Perceived Quality
Stylish Appearance
Issue Date: 2-Aug-2014
Publisher: South Eastern University of Sri Lanka, University Park, Oluvil #32360, Sri Lanka
Citation: Proceedings of 4th International Symposium 2015 on " Emerging Trends and Challenges on Sustainable Development”, p. 54
Abstract: This study gives an insight into the mobile market industry in Sri Lanka. Mobile phone manufactures and marketers are facing hyper competition in Sri Lanka as well as in the world mobile market. Mobile phone marketers should have clear idea about the factors which are affecting the choice of the mobile phone to design, produce, set price, communicate and promote the mobile phone in such manner to get more market share and win whole hard of the potential consumers and stakeholders. This study aims to find out the factors which are affecting the choice of a particular mobile brand when make purchase decision with reference to Sri Lankan university students. The primary data collected through online-based questionnaire designed and then sent to randomly selected students to respond who are following any programme of study in universities island-wide. Descriptive statistics; mean and standard deviation are used to identify the factors those are affecting the mobile brand preference. Price, stylish appearances and perceived quality are found as very important factors on purchase decision when selecting a mobile phone brand.
URI: http://ir.lib.seu.ac.lk/handle/123456789/1467
ISBN: 978-955-627-053-2
Appears in Collections:4th International Symposium - 2014

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