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Exploring The Determinants Of Smart Phone Buying Decision Among The Undergraduate Students

Mohd Yusof, Nurul Ain Munirah (2014) Exploring The Determinants Of Smart Phone Buying Decision Among The Undergraduate Students. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The objective of this research is to explore the determinants of smart phone buying decision among undergraduate students in Universiti Teknikal Malaysia Melaka in order to evaluate whether social needs, product features and convenience influence smart phone buying decision. Researcher had used quantitative method and distributed 150 questionnaires to UTeM undergraduate students. The analysis using SPSS 22.0 resulted in multiple regression shows that social needs is the most crucial factor in smart phone buying decision among undergraduate students. All independent variables in this research have positive relationship towards dependent variable. Eventually, it is hope that future research will made this research as a reference as well as guidance to smart phone manufacturer so that they can focus on its functions suits to students and nowadays social needs.

Item Type: Monograph (Project Report)
Uncontrolled Keywords: Consumers' preferences, Smartphones, Consumer behavior
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Library > Projek Sarjana Muda > FPTT
Depositing User: Mohd Hannif Jamaludin
Date Deposited: 20 Sep 2017 09:49
Last Modified: 20 Sep 2017 09:49
URI: http://eprints.utem.edu.my/id/eprint/19668

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