CONSUMER BUYING BEHAVIOR OF UM CBAE STUDENTS IN PURCHASING MOBILE PHONES

In Partial Fulfillment of the Requirements In Marketing 312 (Consumer Behavior)

Submitted by:

Eyrick Paul Avila
Mark Oliver Tobias
Jerome Ungab

October 2014

EXECUTIVE SUMMARY

RATIONALE

This study aims to investigate the preferred attributes on purchasing mobile phone among selected University of Mindanao College of Business Administration Education students in Davao City, a sample of 100 students from the six programs of the College of Business Administration Education. Moreover, six important attributes the price, social group, product features, brand name, durability and after sales services were selected and analyzed through the mean analysis. From the analysis, it was clear that the students’ value durability followed by after sales services as the most important variable amongst all. The study suggested that the mobile phone innovators as well as the retailers must consider the above mentioned attributes to be of better edge over the competing market.

STATEMENT OF THE PROBLEM

This study aims to identify what preferred attributes in purchasing mobile phone among selected UM CBAE students that will seek to answer the following questions:
1. What is the profile of the respondent in terms of:
1.1 Age;
1.2 Gender;
1.3 Types of Student (working/non-working);
1.4 Program; and
1.5 Year Level
2. What are the preferred attributes in purchasing mobile phone in terms of:
2.1 Price;
2.2 Social group;
2.3 Brand Name;
2.4Product Features; Durability; and After sales service?

SCOPE AND LIMITATION

The scopes of this research are the College of Business Administration students in the University of Mindanao of any year level and major courses. The limitations of this research are for those who currently enrolled at University of Mindanao and having the prescribe study load for given semester. This study allowed all the under graduate and currently enrolled in University of Mindanao.

METHODOLOGY
The research design used in the study was a descriptive research method that aimed to examine the preferred attributes on purchasing mobile phone among selected students of the college of business administration education.

RESULT

CONCLUSION

We therefore conclude that consumers prefer to buy mobile phone which has an affordable price and durable at all times, as what we conducted they were influence by their family members and by celebrities who is introducing the product and they prefer any brand names as long as the product as very nice features and the after sales service is okay.