Factors Affecting Mobile Phone Brand Preference. Empirical Study on Sri Lankan University Students

Research Paper (postgraduate) from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, , course: Management, language: English, 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 a clear idea about the factors which are affecting the choice of mobile phones. In order to get more market share and win whole hard of the potential consumers and stakeholders they have to design, produce, communicate and promote the mobile phone in the best possible manner.

This study aims to find out the factors which are affecting the choice of a particular mobile brand when a purchase decision is made with reference to Sri Lankan university students. The primary data was collected through an online-based questionnaire sent to randomly selected students who are following any program of study in universities island-wide.

Descriptive statistics; mean and standard deviation are used to identify the factors which 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.