University Students' Attitudes to Shopping Smartphones in Sweden : Factors that influence university students in Sweden to purchase a smartphone

Abstract: Date: 2022- 06 - 02 Level: Master thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Ferial Kays Al Hallak Elmohdar Zeid Title: University Students' Attitudes to Shopping Smartphones in Sweden: Factors that influence University students in Sweden to purchase asmartphone Supervisor: Edward Gillmore Keywords: Smartphones, purchase intent, university students, word of mouth,e-word of mouth, brand image, product features, consumer behavior Research questions: - What factors influence university students’ purchase intent for smartphones?- How do demographic factors impact the attitude of universitystudents when purchasing smartphones? Purpose: The purpose of the study is to look into and research what leadingfactors and characteristics that influence university students to buy asmartphone by analyzing their shopping behavior. Method: This research is studied from a quantitative perspective. An online survey wascreated and distributed to university students in Sweden as part of a Master'sthesis in the International Marketing program conducted by two Mälardalenuniversity students. The questionnaire is written in English and consists of 16statements divided into five categories that represent independent anddependent variables. Conclusion: Results indicate that factors such as Social influence, Social marketing, Brandimage, and Product features do not visibly affect university students' purchaseintentions. The age factor plays a vital role in affecting purchase intention,Additionally, students from various nationalities have a variety of backgroundsand beliefs that influence their purchasing decisions.