My Ssec Capstone Project Background of the study This research outlines the factors that influenced smartphone brand preferences among students

Background of the study This research outlines the factors that influenced smartphone brand preferences among students

Background of the study
This research outlines the factors that influenced smartphone brand preferences among students. In order to improve competitiveness and innovation, the smartphones industry has been developing multifunctional and reasonably priced smartphones and promoted them to the market. This study is mostly aimed at students of university since they are frequent user of smartphones (Khan & Rohi, 2013). There is a close relationship between brand preferences and brand choices which can impact consumer buying decisions (Petruzzellis, 2010). There are various variables which affecting brand preferences include brand popularity, price, product attributes, social influences and marketing communications (Tekin, 2016). After this investigation, it can discover that these factors can help marketers to enhance their competitive advantages.

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