Brand Preference on Mobile Phone Purchase among the students of Roskilde University

Ramesh Rijal

Studenteropgave: Semesterprojekt


Branding permits customers to develop association with the brand and eases the purchase decision. According Jobber.D, (2007. P.330) strong brands benefit consumers in that they provide quality certification, which can aid decision – making of purchasing. The study investigates the brand preference on mobile purchase among the students of Roskilde University. On this basis , this report deals with various choice criteria’s ( economic , social , personal and technical ) that students can use for decision making on purchasing of branded mobile phone. With the use of a 15questions among 100 students followed by a survey, it finds that students see technical criteria (durability, reliability and performance) on making choice of purchase of branded mobile phones. The study further notifies that economic criteria (price) also become a important factor that influences the purchasing process. On analysis of personal criteria suggest that students do not prefer branded mobile for creating self image however they choose it because they believe branded mobile reduce the unexpected kinds of risk that may occurs. The report also says students do not prefer branded mobile in order to maintain social status (social criteria) while taking decision of purchase. In addition to this study shows most of the students used internet and takes recommendation from the friends for choosing a particular brand of mobile phone no matter what the brand of mobile phone owned .Finally apple is the most preferred brand among the students of Roskilde University with highest level of satisfaction too. To sum up technical criteria and economic criteria plays a very important role to prefer brand. Internet and friends are the main two sources from which students collect information on purchasing the mobile and apple is the most preferred brand over other in Roskilde University.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato24 maj 2013
VejlederePoul Dines


  • consumer (students)
  • criteria for brand evaluation ( technical, economical, social and personal)
  • brand preference