TITLE:
Major Determinants that Influence the Choice of Brand of Mobile Phone
AUTHORS:
Frank B. K. Twenefour
KEYWORDS:
Brand-Choice, Customer Behaviour, Mobile Phone, Statistical Analysis Methodology
JOURNAL NAME:
Open Journal of Statistics,
Vol.7 No.4,
August
17,
2017
ABSTRACT: The study examines whether there is an association between brand of
mobile phone used and occupational status, educational level and satisfaction
level. Influence of mobile phone usage was also examined. Data were collected on 478 mobile
phone users. Convenient sampling method where the respondents were interviewed
as they were encountered was used. Statistical analysis methods such as descriptive
statistics, chi-square test
statistic, one sample t-test, were
applied. The study indicated that Samsung is the most used mobile phone brand.
The study also revealed that the major factors that influence the choice of a
brand of mobile phone are price, the number of features, battery capacity,
quality and fashionableness. The study discovered that there is no association
between mobile phone brand used and educational level. The study reveals that
there is an association between brand of mobile phone used and satisfaction
with performance. Conclusion can be drawn that majority of the respondents
often used their mobile phone application and were satisfied with the
attributes of their mobile phone.