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dc.contributor.authorMirembe, Ker N
dc.date.accessioned2019-11-06T14:19:45Z
dc.date.available2019-11-06T14:19:45Z
dc.date.issued2018-08
dc.identifier.urihttp://hdl.handle.net/20.500.12281/7019
dc.description.abstractThe purpose of this study was to examine the factors influencing the demand for smartphones among undergraduate students at the School of Statistics and Planning in Makerere University. Particularly, the researcher sought to investigate whether price, brand name, product features and social influence affect demand for smartphones among undergraduate students at the School of Statistics and Planning in Makerere University. Data was collected from a random sample of 179 undergraduate students at the School of Statistics and Planning using self-administered questionnaires and analyzed using descriptive statistics such as frequencies and percentages as well as inferential statistics such as the Pearson’s correlation coefficient. The findings revealed: a positive relationship between price and demand for smartphones (r = 0.566, ρ < .001), a positive relationship between brand name and demand for smartphones (r = 0.513, ρ < .001), a positive relationship between product features and demand for smartphones (r = 0.482, ρ < .001), and a positive relationship between social influence and demand for smartphones (r = 0.436, ρ < .001) Overall, the factors of price, brand name, product feature and social influence are all important determinants of demand for smartphones by undergraduate students at the School of Statistics and Planning in Makerere University. The study recommends that for smartphone marketers and sellers targeting young people like university students, they must adopt a customized marketing mix strategy that combines all the factors of price, brand name, product features and social influence to positively influence the demand for smartphones by undergraduate students at the School of Statistics and Planning in Makerere Universityen_US
dc.language.isoenen_US
dc.subjectSmartphonesen_US
dc.titleFactors influencing the demand for smartphones among undergraduate students at the school of statistics and slanning at Makerere Universityen_US
dc.typeThesisen_US


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