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12356544498 Essay

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This research paper assessed the factors influencing the youth’s brand choice under the context of mobile phone industry. It can be seen that youth’s Brand choice is driven by a number of factors like price, quality, family and friends’ recommendations, brand image, celebrity endorsement, promotion effectiveness, features, user-friendliness, stylish appearance, innovative features and post-purchase services. In the light of the findings of the study, the brand choice of youths appears to be influenced largely by the quality, brand image and recommendations by family and friends. Marketers need to consider and prioritize these three main factors, especially when targeting the younger consumers. However, other variables should be focused on as well since those also have a positive significant relation to brand choice.

This research paper assessed the factors influencing the youth’s brand choice under the context of mobile phone industry. It can be seen that youth’s Brand choice is driven by a number of factors like price, quality, family and friends’ recommendations, brand image, celebrity endorsement, promotion effectiveness, features, user-friendliness, stylish appearance, innovative features and post-purchase services. In the light of the findings of the study, the brand choice of youths appears to be influenced largely by the quality, brand image and recommendations by family and friends. Marketers need to consider and prioritize these three main factors, especially when targeting the younger consumers. However, other variables should be focused on as well since those also have a positive significant relation to brand choice.

This research paper assessed the factors influencing the youth’s brand choice under the context of mobile phone industry. It can be seen that youth’s Brand choice is driven by a number of factors like price, quality, family and friends’ recommendations, brand image, celebrity endorsement, promotion effectiveness, features, user-friendliness, stylish appearance, innovative features and post-purchase services. In the light of the findings of the study, the brand choice of youths appears to be influ...

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Keywords

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