Students' Brand Preferences towards Smartphone

Nushrat Nahida Afroz
2017 IOSR Journal of Business and Management  
Brand preferences are usually studied by attempting to profile and understand loyal consumers. It is the indicator of the strength of a brand in the hearts and minds of customers. Brand preference represents which brands are preferred under assumptions of equality in price, battery durability, camera resolution and so on. In recent times smart phone plays a significant role among the users to meet up their numerous objectives by operating their desired smart phone. A total of 200 completed
more » ... 200 completed copies of questionnaires are evaluated for analysis. The results suggest that, brand name variable have statistically significant relationships with consumer preferences variable. The findings of the study indicated positive correlations among the variables i.e. battery backup, camera resolution, durability, and price have significant impact on the overall preferences of the consumers. The result derived from Cross tabulation and Likelihood ratio entails that these above factors are influenced the customer brand preference and there exists a strong relationship between these factors and brand preference.
doi:10.9790/487x-1902023744 fatcat:s5ww57w6rzakhbj4pbthkyxype