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040 _cCavite State University - Main Campus Library
041 0 _aeng
082 0 4 _a384.53
_bB83 2012
100 _aBrubio, Eloisa B.
_945871
_eauthor
245 1 0 _aBrand preference for mobile phones and network providers among students of selected universities in Cavite /
_cEloisa B. Brubio.
260 _aIndang, Cavite :
_bCavite State University- Main Campus,
_c2012
300 _axii, 57 pages :
_billustrations ;
_c28 cm
336 _2rdacontent
_atext
337 _2rdamedia
_aunmediated
338 _2rdacarrier
_avolume
500 _aThesis (Bachelor of Science in Business Management-- Marketing) Cavite State University.
504 _aIncludes bibliographical references.
508 _aCollege of Economics, Management and Development Studies. (CEMDS)
520 3 _aBRUBIO, 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.
541 _cSubmitted to the University Library
_d05/01/2012
_eT-4608
650 0 _aCell phones
_917102
_xSocial Aspects
690 _aBachelor of Science in Business Management
_91343
_xMarketing Management
700 _aAbogadie, Lina C.
_925
_eadviser
856 _yClick here to view the Abstract and Table of Contents
_uhttp://library.cvsu.edu.ph/cgi-bin/koha/opac-retrieve-file.pl?id=4e6f3aeebb1bfd69c37d934a84daea96
942 _2ddc
_cMAN
999 _c64017
_d64017