An Investigation into the factors influencing the Purchasing Behaviour of Smartphones among University Students in South Africa

Title

An Investigation into the factors influencing the Purchasing Behaviour of Smartphones among University Students in South Africa

Author

Mark Maritz, Ophelie Staub, Robyn Van Bergen

Classification JEL

M3, M31.

Abstract

The purpose of this research was to investigate whether certain factors can influence the purchasing behaviour of smartphones among university students in South Africa. This was done by collecting data from Rhodes University students through web-based (online) surveys, yielding a final of 81 respondents, using convenience and probability sampling. It was found that although certain factors can be more significant than others, there was no exceptional relationship between purchasing behaviour and demographics, perceived smartphone attributes nor technological communication factors.

Keywords

Marketing, Consumer Behavior, Smartphones.

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Please cite this article as: etimm (2020) An Investigation into the factors influencing the Purchasing Behaviour of Smartphones among University Students in South Africa. Journal of Emerging Trends in Marketing and Management. http://www.etimm.ase.ro/?p=638