ASSESSING STUDENTS PERCEPTION ON SAMSUNG MOBILE PHONE ATTRIBUTES IN CSUC

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.