Factors influencing students’ choice of smartphone brands among university students: a case study of Naliika Hostel in Kikoni

Abstract

The main objective of the study was determining the factors that influences the student`s choice of smart phones in the context of mobile learning. This intends to answer the question of what kind of smart phone a student would prefer to use for mobile learning. This study used a cross section survey design. Statistical methods such as frequencies, percentages and cross tabulation among others, justifying the researcher’s decision to adopt the study design were used for analysis.

The findings showed that majority (63.7%) of study participants were girls, (59.5%) were 20-24years old, (24.6%) were from CHUSS, (40.7%) and (35.1%) were in their second year and first year respectively. Most students owned Docomo phones (32.2%) and considered phone prices before purchase (43.2%). All variables except for students’ college had a statistically significant relationship with the choice of purchasing a smartphone because (Chi2= p-value>0.05). iPhone phones (88%) and Samsung phones (62%), phone prices greater than shs.400,000 (78%), being in the third year of study highly (86%), being female (73%) and phone features especially battery life (81%) and storage capacity (69%) mostly influenced student’s choice to purchase smartphones. There a statistical relationship between the choice of purchasing a smartphone and type of phone, phone prices, year of study, gender and phone features. These were all found to be significant influencers (p-value<0.05) of the choice of smartphone brands among university students. Therefore, companies should make phones which are user friendly to the students and affordable. Many participants preferred better phones because of unique features and brand, but because of them being not affordable, they ended up buying what feet in their budget. With regard to gender, women prefer more of brand and highly pressing well as men consider much of the hard ware and software component. Their fore, the difference in demand by gender should also be noticed by the smart phone producers so as purchases can increase