iPrefer : A Qualtative Study of the Drivers of Brand Preference in the Swedish Smartphone Market

Abstract: Problem Discussion: The rapid development of the smartphone market led formerly well-established brands to subdue to new entrants. Understanding what drives brand preferences within the dynamic smartphone market is key to formulating marketing efforts that influence purchase intentions. Research Objective: To qualitatively explore how a brand's equity drives Uppsala University students brand preferences within the Swedish smartphone market. Furthermore, to suggest how to increase the level of brand preference that may lead to increased purchase intentions for smartphones. Research Question: a) What are the drivers of brand preferences for Uppsala University students within the Swedish smartphone market? b) How do these brand preferences influence purchase intentions? Method: A qualitative approach is adopted through conducting semi- structured interviews with Uppsala University students. The empirical findings are set against a theoretical framework in order to identify drivers of brand preferences and how they influence purchase intentions. Conclusion: The findings indicate that the Swedish smartphone market appears to be functionally oriented. Perceived quality emerges as the main driver of brand preferences.