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.
