| dc.description.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. | en_US |
