Determinants of Youth’s Brand Choice for Mobile Phone Handsets Purchase
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Date
2015-06
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Addis Ababa University
Abstract
Today, mobile phone handsets market is one of the most turbulent market environments due to increased competition and change. Thus, it is of growing concern to look at consumer buying decision process and cast light on the factors that finally determine consumer choices between different mobile phone handset brands. On this basis, this study had investigated the various factors which impact on the selection of mobile phone handsets among young customers. The various constructs such as quality, recommendations, price, innovative features, mobile phone handset features, country of origin, brand image, stylish appearance, post sales service and celebrity endorsement of the brand, and effective promotion have been conceptualized into an integrated framework to investigate the factors which can affect the selection of mobile phone handsets. It also investigated upon the relative significance of these factors in determining the selection of mobile phone handsets. Convenience sampling procedure was employed to contact 400 respondents. A questionnaire survey was used to collect data through face to face interview. The data was analyzed using the descriptive statistics and Multinomial logistic regression. A computer program which is commonly called statistical package for social science (SPSS) was used to process the collected data. The output of multinomial logistic regression which is called likelihood ratio test identified statistically significant effects amongst drivers of choice behavior. The results showed that phone handset features, price, stylish appearance, and innovative feature of the mobile phone handset significantly influence the brand choice decisions of the educated youth. Therefore, it is recommended that mobile phone handset marketers and manufacturers in Ethiopia should prioritize and re-focus their efforts on these significant factors influencing the youth in choosing mobile phone handsets brand in order to extract benefit from this segment effectively.
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Keywords
brand-choice, mobile phone handset, Multinomial logistic regression