hig.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Motivating Factors Influencing Consumers’ Brand Preferences for mobile phones: University of Gavle Students.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 40 credits / 60 HE creditsStudent thesis
Abstract [en]

Title: Motivating factors influencing consumers’ Brand preferences for mobile phones: University of Gavle students

Level: Final assignment for Master degree in Business Administration (MBA)

Authors: Chinedu Ekemba and Emurla Emin Ali

Supervisor: Professor Ehsanul Huda Chowdhury

Examiner: Professor Maria Fregidou-Malama

Date: 2017- June

Aim: The aim of this study is to investigate the motivating factors that influence University Gavle students to prefer a particular Mobile phone brand.

Method: A qualitative study is carried out based on primary data; the primary data was collected through semi-structured interview with twenty of University of Gavle Students by the use of face to face interview.

Result & Conclusion: The study finds out that, the role of word of mouth as extrinsic factors serves as the highest motivating factor, while prestige serves as intrinsic factors of motivation. Thus, word of mouth and quality are the highest motivating factors that influence University of Gavle students to prefer a particular mobile phone brand. This finding of this research will help mobile phone marketers and managers to develop strategy on how to capture Swedish consumers to prefer their companies brand products.

Suggestion for future research: Future research could be done by considering different or more widely target groups instead of students of University of Gavle. Different perspectives can be combined in future research thus, further research can be conducted by more broadly with a variety of age groups and in a wider area.

Also, further research could include comparison between mobile phone brand types and may consider different type of products. This will give understanding of the different segments in mobile phone market, and to determine if these different segments can cause any variety and change of motivating factors.

Additionally, further research could be conducted in the long time period, thus can be explored in detail benefiting from the longitudinal study and could be include observations to understand long-term variables on mobile phone market and effects of motivating factors. Hence, this could bring more effective conceptualization of influencing factors of smartphone buying consumers and helps to achieve a more in-depth research.

More so, the same study can be conducted with a combination of different Universities in Sweden. And also, same research can be carried out using quantitative research method for future research.

Contribution of the Study: This study contributes with knowledge on which motivating factors influence customers brand preferences, and how these factors affect their purchase decision.

Place, publisher, year, edition, pages
2017. , 64 p.
Keyword [en]
Extrinsic and intrinsic factors, Brand name, word of mouth, product physical appearance, product features, socio-economic factor, and prestige.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hig:diva-25080OAI: oai:DiVA.org:hig-25080DiVA: diva2:1135109
Subject / course
Business administration
Educational program
Business administration – master’s programme (one year)
Presentation
2017-06-07, 13:16 (English)
Supervisors
Examiners
Available from: 2017-09-08 Created: 2017-08-22 Last updated: 2017-09-08Bibliographically approved

Open Access in DiVA

fulltext(1361 kB)2 downloads
File information
File name FULLTEXT01.pdfFile size 1361 kBChecksum SHA-512
3b66de73474b70f33c1cf148ef4a1c6aad620e703ae76e96bdb6fab00291a803dbfabc796152b2c0b6ab3861371b8b3138e5fb640c82c82e9d14ff1fe8e331cf
Type fulltextMimetype application/pdf

By organisation
Department of Business and Economic Studies
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 2 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 10 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf