Key determinants of students’ mobile phone choice

Abstract

As there is still only limited research on students brand choice of mobile phones, the focus of this study was to ascertain drivers of tertiary students’ mobile phone brand choice in Ghana. Using a structured questionnaire, data was collected from a random sample of 840 students from three tertiary institutions in Ghana. The study revealed that the most significant determinant of the students brand choice of mobile phones was perceived quality (p0.05). The study concludes that in spite of their economic handicaps, students brand choice was driven most by perceived quality and not price. Recommendations on how information technology manufacturers’ particularly mobile phone companies and marketers can exploit these drivers to sustain and improve their brand equity among students have been made.

Keywords

• Mobile phones
• Brand choice
• Quality
• Students
• University
• ICT
• Ghana