UTeM Student Brand Preferences Towards Smartphone Purchasing

Ibrahim, Fatin Sujaihah (2014) UTeM Student Brand Preferences Towards Smartphone Purchasing. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

As the modernisation world is grow bigger, the users nowadays already become informative and knowledgeable. By implementing the information and knowledge in their lesson for a daily routine, it will solute faster than usual. The present of smartphone makes the information faster and accurate. The usage of smartphone already widening and not only intended for communication but also for socializes activity. The purpose of this study is to get the ideas, and the knowledge not only toward the brand preferences but also toward the usage of the products. Nowadays, technology is rapidly growing, this is the main cause of the over product in the market. Brand preferences are important in deciding the right smartphone for the buyer. This research investigates the brand preferences relationship that may affect the purchase of smartphone among the Universiti Teknikal Malaysia Melaka students. This study was conducted to give the student view and information regarding the product and also to make them clearer regarding the brand itself. This study is using quantitative as research methodology. Questionnaires were distributed towards the UTeM students randomly. The data gathered for this research are primary and secondary data. The primary data are collected from the questionnaire that was distributed, the analysis of the data will give this study the primary data type. While for the secondary data, it was gathered from the past research and had published it. the primary resource of this type of data are the UTeM library and also the internet source other than the from the chamber of journal, bibliography and trade association research. This is a causal research where it aims to find the relationship between the brand preferences drivers and to show the effect of it toward the purchasing behaviour. Consequently, the finding of this research gives the students new knowledge and knows on how to make a decision on purchasing a smartphone with an additional knowledge where the youth become aware about the brand itself. Brand preferences give marketing department benefits in marketing their products.

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