IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this article

Investigating the factors affecting youth brand choice for mobile phones purchase – a study of private universities students of Peshawar

Listed author(s):
  • Shahzad KHAN

    (City University of Science and I-T, Peshawar, Pakistan)

  • Sobia ROHI

    (City University of Science and I-T, Peshawar, Pakistan)

Registered author(s):

    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.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: no

    Article provided by Economic Publishing House in its journal Management & Marketing.

    Volume (Year): 8 (2013)
    Issue (Month): 2 (Summer)

    in new window

    Handle: RePEc:eph:journl:v:8:y:2013:i:2:n:7
    Contact details of provider:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:8:y:2013:i:2:n:7. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.