FACTORS AFFECTING BUYING DECISION FOR MOBILE PHONE: THE CASE OF WACHEMO UNIVERSITY 2008 GRADUATING CLASS STUDENTS

Abstract

The study is titled Factors Affecting Buying Decision for Mobile Phone: The Case of Wachemo University 2008 E.C Graduating Class Student. The purpose of this study was to explore the factors affecting buying decision for mobile phone the case of Wachemo University 2008 graduating students. The study was built upon seven important factors i.e. price, brand image, product features, usability, after sales service, sex and average family income with respect to buying decision. In order to accomplish the objectives of the study, a sample of 139 students were taken by using stratified sampling technique. Both primary and secondary data were explored. Primary data was collected through questionnaire that was pretested by using pilot survey to test the validity of the measurement. After the data were collected, it was presented by using descriptive statistics: table, graph, mean and standard deviation. Multiple linear regression model was used to examine the effect of independent variables on buying decision of the students. From the analysis, it was clear that price, usability and features of product were very influencing factors among the students. The study suggested that the mobile phone producers and seller should consider the above mentioned factors while providing to students. The producers and sellers should consider the income level of the country specially, developing country and also it is recommendable to offer incentives of various types, for example, reducing price and establishing systems like down payment to attract students.