Assessment of Consumer Preferences for Mobile Phones Among University Students

Objectives: This research aims to discover and explore the most relevant factors influencing customers' decisions to purchase mobile devices. Theoretical Framework: Evaluating mobile phone consumer purchasing decisions in Jordan is essential to guaranteeing that mobile devices are created and distributed according to customer preferences. Methodology: Data was collected from 700 Jordanian university mobile phone users and analyzed using a five-point Likert scale. The SEM approach enabled the discovery of correlations between various decision-making factors. Results and Discussion: The findings revealed a robust relation between price perception and brand preference, with brand preference having an independent influence on final purchase decisions. Social factors significantly impact purchasing decisions, functioning as a bridge between how prices are seen and finally determined. There was no link between price perception and purchasing behavior. Customers' buying decisions were unaffected by product traits, most likely because new mobile devices have identical functions. Research Implications: This study was done on a sample of young people in a single nation. Future studies might look at other age groups and cultures. Longitudinal studies, rather than cross-sectional studies, may be more appropriate for this sort of study.