Abstract:
The main purpose of this study was to assess how the perception of Samsung mobile phone
attributes influence the decision of students in Christian Service University College to prefer
Samsung mobile phones to other brands on the Ghanaian mobile market.
The objectives of the study are (1) To find out the most used mobile phone brand among the
students, (2) To identify the Samsung attributes that influences a buyer’s decision to purchase
Samsung mobile phone,(3)To identify the attributes that makes Samsung mobile phone a
preferred choice of mobile phone and (4)To determine the perception of Samsung mobile
phone attributes among different levels of student.
This study used deductive approach in which a qualitative survey was carried out among
students in Christian Service University College, Kumasi. Both primary and secondary data
were explored with the administration of questionnaire as the main tool for the data collection
using convenient sampling. Moreover, six important factors i.e. price, variety of product,
product portability, brand name, durability and size were selected and analyzed through the
use of correlation and multiple regressions analysis. From the analysis, it was clear that brand
name, variety of Samsung models strongly influenced the students to prefer Samsung mobile
phones to the other brands of mobile phones on the market. Even though, these perceived
attributes influenced the students of Christian Service University College to prefer Samsung
mobile phones to other brands of mobile phones on the market, perceived attributes like
price, size, durability, portability also had an influence in their decision making to choose
Samsung mobile phones over other brands. From the study, these same attributes influenced
those who do not use Samsung mobile phones. The study suggested that perceived attributes
such as price and product variety should be looked at very critically to ensure that Samsung
mobile phones continue to be the preferred mobile phone brand for the students of Christian
Service University College.
