Brand Preference of Mobile Phones among Students of VAMK in Vaasa City
Shrestha, Sirjana (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202505069520
https://urn.fi/URN:NBN:fi:amk-202505069520
Tiivistelmä
This study investigates the factors influencing mobile phone brand preference among students at Vaasa University of Applied Sciences, with a focus on different independent variables like brand popularity, price, product attribute, social influence, and marketing communication. Given the prominent role of smartphones in students' daily lives, the research examines how these factors affect their brand selection.
The theoretical framework is grounded in consumer behavior theories, incorporating previous case studies on brand preference and decision-making. A structured questionnaire was used to gather data from 145 students as part of a quantitative research method. IBM SPSS Statistics Version 30.0.0.0 was used for reliability and validity testing, in addition to regression analysis, correlation, and descriptive statistics (Omo-Obas, 2016).
The findings reveal Apple as the most preferred brand, followed by Samsung. Product features, price, and brand popularity significantly influence brand preference, while social influence had no impact, and marketing communication demonstrated a weak negative influence.
The theoretical framework is grounded in consumer behavior theories, incorporating previous case studies on brand preference and decision-making. A structured questionnaire was used to gather data from 145 students as part of a quantitative research method. IBM SPSS Statistics Version 30.0.0.0 was used for reliability and validity testing, in addition to regression analysis, correlation, and descriptive statistics (Omo-Obas, 2016).
The findings reveal Apple as the most preferred brand, followed by Samsung. Product features, price, and brand popularity significantly influence brand preference, while social influence had no impact, and marketing communication demonstrated a weak negative influence.