Determinants Of Choice Of Mobile Phone Brands Among University Students: A Survey Of Selected Universities In Nakuru Town, Kenya

The widespread use of mobile phones, the various information access it provides to its users, and the vast presence and significant impact of mobile phone on users’ daily life make mobile phones important devices to study. The research focused on the determinants of choice of mobile phone brand among university students in Kenya. The specific objectives of the study were to find out the effect of price variation, social factors, product features, perceived product image, media influence and post purchase services on mobile phone brand choice among university students. This study employed descr…