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Investigating the factors affecting youth brand choice for mobile phones purchase – a study of private universities students of Peshawar

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  • Shahzad KHAN

    (City University of Science and I-T, Peshawar, Pakistan)

  • Sobia ROHI

    (City University of Science and I-T, Peshawar, Pakistan)

Abstract

Youths, today, are highlytechnology oriented and an activesegment of society in the usage ofdigital technology and transformingof applications. There can be seen anincreased use of mobile phonesamong young consumers world wide.Because of their fast adoption curveand orientation towards technologyand innovative feature, this agegroup has become an area ofsignificant interest to the marketers.This study intends to determine allthose factors which affect the youth’sbrand choice for purchase of mobilephones. The data of the study wascollected from the private universitystudents of City University andSarhad University, Peshawar. Thestudy uses a self administeredquestionnaire, which was distributedrandomly among 110 students, tomeasure their brand choice criteria.The responses were measured byusing descriptive statistics,regression and coefficient analysis.The findings of the study show thatQuality, brand image andrecommendations by family andfriends are the key variables thatinfluence the brand choice of youthsfor mobile handset purchase inPeshawar Pakistan.

Suggested Citation

  • Shahzad KHAN & Sobia ROHI, 2013. "Investigating the factors affecting youth brand choice for mobile phones purchase – a study of private universities students of Peshawar," Management & Marketing, Economic Publishing House, vol. 8(2), Summer.
    • Handle: RePEc:eph:journl:v:8:y:2013:i:2:n:7
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    References listed on IDEAS

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    1. Tülin Erdem & Michael P. Keane & Baohong Sun, 2008. "A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality," Marketing Science, INFORMS, vol. 27(6), pages 1111-1125, 11-12.
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    Cited by:

    1. Obinna C. Ojiaku & Aihie Osarenkhoe, 2018. "Determinants of Customers’ Brand Choice and Continuance Intentions with Mobile Data Service Provider: The Role of Past Experience," Global Business Review, International Management Institute, vol. 19(6), pages 1478-1493, December.
    2. Muhammad Tanveer & Harsandaldeep Kaur & George Thomas & Haider Mahmood & Mandakini Paruthi & Zhang Yu, 2021. "Mobile Phone Buying Decisions among Young Adults: An Empirical Study of Influencing Factors," Sustainability, MDPI, vol. 13(19), pages 1-18, September.
    3. Rahman Muhammad Sabbir & Islam Nazrul, 2014. "Value congruence and consumer’s satisfaction towards online banking – the mediation role of affective commitment," Management & Marketing, Economic Publishing House, vol. 9(3), Autumn.
    4. M. Emin YAÞAR & Abdulvahap BAYDAÞ & Þenol ÇELÝK, 2020. "Determination of Factors Affecting the Preferences of Youth for Purchasing New Products: Application of Confirmatory Factor Analysis," Bingol University Journal of Economics and Administrative Sciences, Bingol University, Faculty of Economics and Administrative Sciences, vol. 4(1), pages 195-225, August.
    5. Washington Macías & Shirley Espinoza & Lisset Gutiérrez & Regina Rodríguez, 2015. "Students’ perceived risk and investment intention: the effect of brand equity," Management & Marketing, Sciendo, vol. 10(3), pages 208-225, October.

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