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Brand preference for mobile phones and network providers among students of selected universities in Cavite / Eloisa B. Brubio.

By:

Brubio, Eloisa B [author]

Contributor(s):

Abogadie, Lina C [adviser]

Material type: Text

TextLanguage: English Publication details: Indang, Cavite : Cavite State University- Main Campus, 2012Description: xii, 57 pages : illustrations ; 28 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

Subject(s):

DDC classification:

384.53 B83 2012

Online resources:

Click here to view the Abstract and Table of Contents

Production credits:

College of Economics, Management and Development Studies. (CEMDS)

Abstract: BRUBIO, ELOISA BARREYRO. Brand Preference for Mobile Phones and Network Providers Among Students of Selected Universities in Cavite. Undergraduate Thesis. Bachelor of Science in Business Management, major in Marketing Management Cavite State University, Indang, Cavite. April 2012. Adviser: Ms. Lina C. Abogadie. A study was undertaken to determine the brand preference of selected mobile phones and network providers in selected universities of Cavite. Speciﬁcally, it aimed to describe the socio — economic characteristics of the students; identify the students’ reason for choosing a mobile brand and network provider; determine the attribute the students consider in choosing a brand; determine the information sources that inﬂuences students’ brand preference; ascertain the relationship of the students’ socio -— economic characteristics and their type of university with their preference for mobile phones and network providers. Data were gathered from students of the selected universities of Cavite, namely: De LaSalle University - Dasmariﬁas, Philippine Christian University - Dasmarinas, Cavite State University - Indang, Technological University of the Philippines — Dasmarinas and Polytechnic University of the Philippines - Maragondon. The data were analyzed using descriptive measures such as mean, frequency count, and percentage. Likewise, Chi — square test was used to determine the relationship of the students’ socio —economic characteristics and their type of university with their preference for mobile phones and network providers. The age of the respondents ranged from 15 to 27 years with a mean of 18 years, 60 percent of them were female, while 40 percent were male. The average daily allowance of the respondents ranged from Php30 to Php500 with an average of Phpl 59. The preferred brand of students for mobile phone was Nokia with 44 percent, while the preferred brand of network provider was Globe with 42 percent Students’ preferred feature was wiﬁ — connectivity (36%) while the preferred service was unlimited call and text promotion (45%). Most of the students consider performance attributes or the functionality of the product in choosing a particular mobile phone brand and network provider. The most inﬂuential source of information of the students on deciding on the preferred brand of mobile phone (65%) and network provider (69%) was the personal source or the members of the family, friends and other relatives. The results of the chi — square test revealed that age and average daily allowance were signiﬁcantly associated with the respondents’ preference for brand of mobile phone, while gender and average daily allowance were signiﬁcantly related to the student’s network preference. Moreover, the type of university the students are enrolled was found to be highly associated with their preference for mobile phone and network provider.

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Title notes ( 5 )

Holdings
Item type	Current library	Collection	Call number	Materials specified	URL	Status	Notes	Date due	Barcode
Theses / Manuscripts	Ladislao N. Diwa Memorial Library Theses Section	Non-fiction	384.53 B83 2012 (Browse shelf(Opens below))		Link to resource	Room use only	T-4608		00071244

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Thesis (Bachelor of Science in Business Management-- Marketing) Cavite State University.

Includes bibliographical references.

College of Economics, Management and Development Studies. (CEMDS)

BRUBIO, ELOISA BARREYRO. Brand Preference for Mobile Phones and Network Providers Among Students of Selected Universities in Cavite. Undergraduate Thesis. Bachelor of Science in Business Management, major in Marketing Management Cavite State University, Indang, Cavite. April 2012. Adviser: Ms. Lina C. Abogadie.

A study was undertaken to determine the brand preference of selected mobile phones and network providers in selected universities of Cavite. Speciﬁcally, it aimed to describe the socio — economic characteristics of the students; identify the students’ reason for choosing a mobile brand and network provider; determine the attribute the students consider in choosing a brand; determine the information sources that inﬂuences students’ brand preference; ascertain the relationship of the students’ socio -— economic characteristics and their type of university with their preference for mobile phones and network providers.

Data were gathered from students of the selected universities of Cavite, namely: De LaSalle University - Dasmariﬁas, Philippine Christian University - Dasmarinas, Cavite State University - Indang, Technological University of the Philippines — Dasmarinas and Polytechnic University of the Philippines - Maragondon. The data were analyzed using descriptive measures such as mean, frequency count, and percentage. Likewise, Chi — square test was used to determine the relationship of the students’ socio —economic characteristics and their type of university with their preference for mobile phones and network providers.

The age of the respondents ranged from 15 to 27 years with a mean of 18 years, 60 percent of them were female, while 40 percent were male. The average daily allowance of the respondents ranged from Php30 to Php500 with an average of Phpl 59.

The preferred brand of students for mobile phone was Nokia with 44 percent, while the preferred brand of network provider was Globe with 42 percent

Students’ preferred feature was wiﬁ — connectivity (36%) while the preferred service was unlimited call and text promotion (45%).

Most of the students consider performance attributes or the functionality of the product in choosing a particular mobile phone brand and network provider. The most
inﬂuential source of information of the students on deciding on the preferred brand of mobile phone (65%) and network provider (69%) was the personal source or the members of the family, friends and other relatives.
The results of the chi — square test revealed that age and average daily allowance were signiﬁcantly associated with the respondents’ preference for brand of mobile phone, while gender and average daily allowance were signiﬁcantly related to the student’s network preference.
Moreover, the type of university the students are enrolled was found to be highly associated with their preference for mobile phone and network provider.

Submitted to the University Library 05/01/2012 T-4608