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An Investigation into the factors influencing the Purchasing Behaviour of Smartphones among University Students in South Africa

Author

Listed:
  • Mark Maritz

    (Rhodes University)

  • Ophelie Staub

    (Rhodes University)

  • Robyn Van Bergen

    (Rhodes University)

Abstract

The purpose of this research was to investigate whether certain factors can influence the purchasing behaviour of smartphones among university students in South Africa. This was done by collecting data from Rhodes University students through web-based (online) surveys, yielding a final of 81 respondents, using convenience and probability sampling. It was found that although certain factors can be more significant than others, there was no exceptional relationship between purchasing behaviour and demographics, perceived smartphone attributes nor technological communication factors.

Suggested Citation

  • Mark Maritz & Ophelie Staub & Robyn Van Bergen, 2020. "An Investigation into the factors influencing the Purchasing Behaviour of Smartphones among University Students in South Africa," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 168-181, August.
    • Handle: RePEc:aes:jetimm:v:1:y:2020:i:1:p:168-181
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    More about this item

    Keywords

    Marketing; Consumer Behavior; Smartphones.;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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