Contents
Title
An Investigation into the factors influencing the Purchasing Behaviour of Smartphones among University Students in South Africa
Author
Mark Maritz, Ophelie Staub, Robyn Van Bergen
Classification JEL
M3, M31.
Abstract
The purpose of this research was to investigate whether certain factors can influence the purchasing behaviour of smartphones among university students in South Africa. This was done by collecting data from Rhodes University students through web-based (online) surveys, yielding a final of 81 respondents, using convenience and probability sampling. It was found that although certain factors can be more significant than others, there was no exceptional relationship between purchasing behaviour and demographics, perceived smartphone attributes nor technological communication factors.
Keywords
Marketing, Consumer Behavior, Smartphones.
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