An Investigation into the factors influencing the Purchasing Behaviour of Smartphones among University Students in South Africa

Mark Maritz (), Ophelie Staub and Robyn Van Bergen
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Mark Maritz: Rhodes University
Ophelie Staub: Rhodes University
Robyn Van Bergen: Rhodes University

Journal of Emerging Trends in Marketing and Management, 2020, vol. 1, issue 1, 168-181

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. (search for similar items in EconPapers)
JEL-codes: M3 M31 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aes:jetimm:v:1:y:2020:i:1:p:168-181

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