Investigating the Factors Affecting Youth Brand Choice for Mobile Phones Purchase - a Study of Private Universities Students of Peshawar

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.

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