Smartphone brand preference among business students in Davao City

Abstract

The purpose of this study is to deter mine the smartphone brand preference among business students in Davao City. The researchers used as self-constructed questionnaire that was validated by experts. The researcher conducted a survey to know if there were significant differences in level of smartphone brand preference among business students in Davao City. When grouped according to respondents profile. The data were collected and treated statistically using mean frequency and ANOVA to give significant result. Results showed that the product quality got the highest overall mean of 4.74. Next is the price with the overall mean of 4.33. Next is the advertisement with the overall mean of 4.30. Lastly in terms of brand name that got the lowest overall mean of 4.02. It is revealed in this study that there is no significant difference in the level of smartphone brand preference among business student in Davao City when grouped according to profile, and therefore the hypothesis is accepted. The following data speaks to the discoveries, conclusions, and recommendations of the study. Based on the results, the following are some of the researcher’s recommendations. The researchers recommend that the smartphone companies have to strengthen their brand name by making it attractive to their target market. Also establish their brand name competitive compared to other brands to cause customers to have tough decision to select their brand. Lastly, in choosing the brand name they need to select those brands that have strong recognition to the market, well known and well-established brand name, to make a wise purchase in choosing smartphone products.