Volume 2, Issue 2, April 2017, Page: 24-29
Investigating the Factors That Determine Tertiary Students Brand Choice of Mobile Phones in Northern Ghana
Michael Dergol-Dery, Chiraa S. H. S. Mathematics Department, Chiraa-Sunyani, Ghana
Alexander Suuk Laar, C/O Ghana Health Service/ PATH-Ghana, Maternal and Child Health Unit, Accra, Ghana
Mohammed Abdul-Gafaru, TAMALE, S. H. S Mathematic Department, Tamale, Ghana
Naazuing Valeria, C/O Tebri Francis Xavier T. I. Ahmadiyya S. H. S., Mathematics Department, Kumasi, Ghana
Received: Mar. 16, 2017;       Accepted: Apr. 15, 2017;       Published: Jun. 8, 2017
DOI: 10.11648/j.ijics.20170202.12      View  1552      Downloads  41
Abstract
This paper investigated the factors affecting students brand choice for mobile phones among university students at the University for Development Studies, Navrongo Campus in the Upper East region of Ghana. The research was a cross-sectional design with 300 students. The students were chosen using stratified random sampling. Statistical Package for Social Sciences version 20 was used to analyze the data. The results show that three major factors directly influencing students choice of brand of mobile phones in this study were user-friendliness, quality and price. Among all the mobile phone brands, the most used brands by the students were Nokia and Samsung. Nokia and Samsung together constituted 56 percent of phones used by the respondents. However, for future use, 45 percent are planning to use Nokia while 61 percent for Samsung. The price of mobile phones ranged between GH₵ 50.00 and GH₵ 301.00. Fashion and durability were factors that correlated and have relationships with the decision to buy a brand of mobile phone. This is one of the few studies in consumer behavior to assess preferences in a consumption context of mobile phone industry. The findings are useful for mobile phone dealers and manufacturers to incorporate these preferences by diversifying the types of mobile phones with different ranges of corresponding prices to meet consumers’ needs and income levels.
Keywords
Mobile Phone, Brand, Affordability, Students, Ghana
To cite this article
Michael Dergol-Dery, Alexander Suuk Laar, Mohammed Abdul-Gafaru, Naazuing Valeria, Investigating the Factors That Determine Tertiary Students Brand Choice of Mobile Phones in Northern Ghana, International Journal of Information and Communication Sciences. Vol. 2, No. 2, 2017, pp. 24-29. doi: 10.11648/j.ijics.20170202.12
Copyright
Copyright © 2017 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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