CHAPTER 1

THE PROBLEM AND ITS SCOPE

1.1 Introduction

Technological innovations have become an integral part of human existence,

serving various purposes such as work, leisure, and interpersonal interactions.

Communication is universally regarded as an innate trait that is essential for establishing

human connections and friendships on a daily basis in all civilizations. Communication

has evolved into an essential human requirement for acquiring information, news, and

even for the purpose of exchanging updates. Technological advancements continue to

occur and are increasingly impacting various facets of human existence. Technology was

invented to enhance humans' capacity to fulfill their needs. Technology will inevitably

and automatically progress and advance over time, without intentional effort (Vogels,

2020).

The Internet has resolved the issue of technological limitations in the current era

of advanced Information and Communication Technology. The internet facilitates

efficient, rapid, and cost-effective connectivity between individuals. Internet access is

typically unrestricted, allowing anyone to connect and so facilitating easy global

connectivity for humans.

Currently, there is a wide range of gadgets available for internet connection. A

smartphone is a device that enables communication and internet access. A smartphone is

distinct from traditional mobile phones or cellphones as it not only allows for voice calls

and text messaging, but also offers a wide range of advanced functionalities. These

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include a web browser, email client, popular social media applications such as Whatsapp,

Instagram, and Line, as well as a camera, video recorder, audio player, data storage,

gaming capabilities, and numerous other features (Statisca.com, 2023).

In general, individuals purchase cellphones to enhance and streamline their

everyday tasks, as well as to attain a sense of status that brings happiness to the owner or

aligns with societal lifestyle expectations. The growing consumer demand for

smartphones drives manufacturers and vendors to engage in fierce competition to develop

product lines that can effectively cater to consumer needs and simultaneously entice them

to make purchases. Every firm requires a competitive edge, which is primarily

determined by the company's capacity to offer greater value or distinctiveness compared

to its competitors.

Furthermore, various studies have been conducted regarding brand choice of

smartphone. However, the factors being considered are varied and most published studies

are in foreign context. Hence, the researcher prompted to conduct this study. In this

study, it considers the 4P’s of marketing as main factors affecting brand choice.

The purpose of this study is to investigate the factors that influence MSU – Main

students’ smartphone purchases, particularly college students. This study’s findings can

help solve the problem of understanding consumer smartphone purchasing decisions and

how smartphone manufacturers can be more competitive, especially with students.

1.2 Statement of the Problem

This study assessed the factors that influence the brand choice of smartphone

users in MSU-Main Campus.

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Specifically, this study aimed to answer the following questions:

1. What is the profile of the respondent in terms of:

1.1 Age

1.2 Sex

1.3 Civil Status

1.4 Monthly Allowance

1.5 Family Monthly Income

2. What is the smartphone brand choice of the respondent in terms of:

2.1 Currently owned smartphone brand

2.2 Preferred smartphone brand

3. What is the extent of influence of the following factors on the smartphone

brand choice of the respondents:

3.1 Product

3.2 Price

3.4 Place

3.4 Promotion

4. Is there a significant relationship between the profile of the respondents and

their smartphone brand choice?

5. Is product has a positive influence on the respondent’s smartphone brand

choice?

6. Is price has a positive effect on the respondent’s smartphone brand choice?

7. Is place has a positive influence on the respondent’s smartphone brand choice?

8. Is promotion has a positive effect on the respondent’s smartphone brand

choice?
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1.3 Statement of the Hypothesis

The following null hypothesis were tested at 0.05 level of significance:

1. There is no significant relationship between the profile of the respondents and

their smartphone brand choice.

2. Product has no positive influence on the respondent’s smartphone brand

choice.

3. Price has no positive effect on the respondent’s smartphone brand choice.

4. Place has no positive influence on the respondent’s smartphone brand choice.

5. Promotion has no positive effect on the respondent’s smartphone brand

choice.

1.4 Theoretical Background

The marketing mix refers to a collection of well managed marketing strategies

employed by various firms to achieve the desired reaction from the intended market

(Kotler & Armstrong, 2018). The tools include of four components generally referred to

as the 4Ps, namely Product, Price, Place, and Promotion. Products refer to tangible or

intangible offerings provided and exchanged by businesses with potential consumers.

Price refers to the specified monetary value that a consumer is required to pay in order to

obtain a product. A place refers to the physical location where a corporation conducts its

operations and carries out the processing of goods and services. Promotion is a

company's activity aimed at communicating the advantages and applications of its

product or service to entice potential customers into making a purchase.

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1.4.1 Product

A product is a tangible or intangible offering provided by producers to

potential customers, with the aim of attracting attention, generating demand, and

ultimately being purchased and utilized by the market to fulfill the specific needs

and wants of the target audience. Companies offer a range of products, which can

be either tangible or intangible, including both goods and services. Products

encompass any items or services that can be presented to the market for the

purpose of attracting, utilizing, acquiring, or consuming, in order to fulfill the

wants and wishes of clients. The characteristics of products and services are

impacted by their capacity to meet and satisfy client needs (Kotler & Armstrong,

2018).

Tjiptono (2015) defines product quality as the company's capacity to

demonstrate to consumers that the product is capable of producing advantages for

them. Product quality refers to the product's capacity to effectively carry out its

intended functions (Putra et. al., 2017). The product dimensions encompass

performance, durability, adherence to specifications, features, reliability,

aesthetics, and perceived quality (Indrasari, 2019).

Higher product quality positively influences consumer purchase decisions

(Ahmad & Wahyudin, 2018). As per Kotler and Armstrong, maintaining product

quality is crucial for a firm. The product with the highest quality would be the

most compelling option for consumers to purchase (Winasis et. al., 2022).

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1.4.2 Price

Price is the specified monetary value required to acquire a product or

service, or the value that consumers give up in exchange for the benefits and

usage of a product or service (Kotler & Armstrong, 2018). Adjusting price is the

most easily modifiable component of a marketing program. The price of a product

is determined based on the consumers' ability to pay (Djatmiko & Pradana, 2016).

Based on the aforementioned remark, the price can be defined as the total value of

an item that necessitates a specific monetary payment in order to get ownership

rights. While price may not be the primary consideration when choosing services

or buying a product, excessively high pricing can drive consumers to seek

alternatives from competing providers.

Prices enable customers to determine how to distribute their purchasing

power among different categories of items and services (Djatmiko & Pradana,

2016). The quality of a firm's product will influence a customer's decision to

purchase it, often based on the price offered. However, for the company, this may

result in a loss of profit. There are four metrics that indicate variable prices: price

affordability, price based on ability and competitiveness, price compliance with

product quality, and price for benefit (Kotler & Armstrong, 2018).

1.4.3 Place/Distribution Channels

A location refers to a specific geographical area where a company

conducts its operations or business activities. Location refers to the specific

geographical area where a corporation conducts its operations and carries out all

of its activities (Azzadina et. al., 2012). The term "place" refers to the company's

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 process of choosing, organizing, and producing a product with the aim of

distributing it to the intended market (Kotler & Armstrong, 2018). A crucial

determinant in the success of a firm, particularly in the smartphone market, is a

well-planned and advantageous geographical position. Companies must prioritize

the accessibility and strategic positioning of their locations. 1.4.4 Promotion

To stimulate sales, the corporation will engage in promotional activities

aimed at capturing consumers' attention. Promotion can be defined as a strategic

approach employed by firms to acquaint people with their products. Promotion, as

defined by Kotler and Keller, refers to the strategic efforts undertaken by

companies to directly or indirectly inform, convince, and remind consumers

(Rahmawati et al., 2022). Although the company's product meets the required

quality standards, potential customers may still have doubts about it if they are

unfamiliar with the product (Djatmiko & Pradana, 2016). Promotion is a crucial

element of the marketing mix that plays a significant role in the promotion of a

company's service products (Azzadina et. al., 2012). The promotion indicators, as

defined by Kotler and Keller, include: (a) the extent of promotion coverage, (b)

the level of promotion excellence, (c) the amount of promotion output, and (d) the

appeal of promotional activities (Sahrun et. al., 2021).

1.5 Conceptual Framework

Conceptual framework is formed based on literature review of existing studies of

our topic. It displays both dependent variable and independent variables. These variables

are connected and linked to form a test on this study. The independent variables included

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the profile of the respondents and the four dimensions that determines the choice of

customers towards smartphone brand. Profile of the respondents includes the age, sex,

civil status, monthly allowance, and family monthly income this relates to the study as

this indicator affects the way the customers choose a smartphone brand. The four

dimensions of independent variable include product, price, place, and promotion, while

the consumers choice towards smartphone brand will be the dependent variable.

1.6 Scope and Limitation of the Study

This study assessed the factors of the respondents considers when selecting

smartphones for the academic year 2022-2023. The respondents were the students at
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 Mindanao State University-Main Campus who were officially enrolled during the first

semester. The survey was conducted through a face-to-face or physical survey.

The researchers used quantitative method in gathering the data which restricts the

data to be obtained to numerical values and requires the use of certain measuring tools. In

addition, the opinions of the consumers were the only ones collected for this study, hence

the perspective of brand distributors/owners are not considered thus, the limitation of this

research.

1.7 Significance of the Study

Understanding the factors that influence consumer choice is critical as mobile

phones continue to advance and grow at a rapid pace in the market.

Specifically, this study's findings may be useful because of their significant

contribution to the following:

Customer/User. This research will assist customers in determining which

brand will be useful in their purchasing decisions and how these attributes could

be considered to increase their satisfaction in terms of education, entertainment,

communication, and many other aspects.

Sellers. This study will benefit the sellers the most because it will reveal

which factors are prevalent among their target market and how all the four main

factors affect their brand choice, product, price, place, and promotion.

Mobile Phone Companies. The result of this research will provide

valuable information for the manufacturers in furthering their product

development strategies and improving product quality by understanding the needs

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 of college students when purchasing a smartphone and the factors that increase

their satisfaction.

Entrepreneur. Entrepreneurs will directly benefit from this research as its

findings may help them better understand the market when they decide to enter

this line of business.

Future Researchers. This study provides an insight on the analysis of

university students prefer brand on smartphone. Thus, the result of this study can

be used for future discussions in developing new theories to solve problems in

understanding consumer buying decisions.

1.7 Definition of Terms

The words used in this study have been defined for the purposes of clarification.

Brand Choice. In this study, it is referred to an individual or consumers

personal choice to a certain brand in which they decide. This is also referred a

biased, aware, and behavioral propensity that directs a consumer's predisposition

toward a brand is referred to as brand choice (Prasanna Mohan Raj, 2018).

Consumer. The term pertains to an individual who serves as the ultimate

consumer of the product or service. A consumer is an individual who purchases

goods or services for their personal use or consumption (Kotler & Armstrong,

2018).

Consumer Behavior. Consumer behavior refers to the actions and

patterns displayed by individuals when purchasing and utilizing products and

services. Consumer behavior is the examination of the factors that influence

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individuals' decision-making process in selecting, utilizing, or purchasing goods

and services to meet their requirements (Stankevich, 2017).

Consumer Perception. It is referred as the cognitive process by which

individuals organize, assess, and attribute meaning to marketing stimuli after

perceiving them. This relates to how a customer feels about your business. This

covers their ideas, emotions and opinions relating to your brand. Customer

perception might be favorable or bad (Team, 2021).

Current smartphone brand. This refers to the smartphone brand

currently owned by an individual for personal use.

Entrepreneurs. Refers to a someone who initiates and manages a

commercial venture, assuming financial risk with the goal of making a profit.

According to Latif's (2017) publication, an entrepreneur is a somebody who

manages a firm or organization with the objective of generating profits while also

facing the possibility of incurring losses.

Purchase Decision. This pertains to the consumer's determination of

whether or not to purchase the product following careful deliberation. It is defined

as the stage where the customers evaluate the products before purchasing. The

purchase decision has its own post-purchasing stage that will identify first what

the consumers really want before deciding. The process through which a

consumer goes from identifying a need to generating possibilities to selecting a

specific product and brand (Global, 2020).

Purchasing Intention. This relates to the probability of a client

repurchasing the same product based on their previous purchase history. This

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refers to the aggregate of an individual's cognitive, affective, and behavioral

attitudes toward the adoption, purchase, and use of a product, service, idea, or

specific behaviors (Peterson, 2021).

Product. The term "physical features" refers to the tangible characteristics

of a smartphone. It is the physical product or service to a consumer in exchange

for monetary compensation from the consumer. It consists of half of the tangible

things, such as services, as well as the tangible and ephemeral objects that

customers purchase, such as furniture, clothing, and food (Singh, 2016).

Price. This refers to the assessment of the smartphone's worth. It is the

sum of money that must be paid to receive a specific good or service. Price is a

measure of value because it reflects how much people are willing to pay for a

good or service as an indication of that good or service's value (Britannica, 2018).

Place. This is defined as the means via which a brand can be accessed or

made available. It is the location, which is also known as distribution, is an

additional factor that plays a significant role in marketing. Distribution refers to

the processes and channels through which goods or services are made available to

consumers (Martin, 2014).

Preferred smartphone brand. Refers to the brands that are preferred

when all factors such as price, battery durability, camera resolution, etc. are

considered equal.

Promotion. This refers to the brand visibility that describes as the level of

recognition or familiarity that a brand has among consumers. It is a

communication in which delivers a message to the consumers. Attempts to

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persuade individuals to purchase specific goods or services. To advertise their

brand, products, and services, businesses typically select a specific audience to

which they wish to convey their message and then search for appropriate delivery

mechanisms (Ward, 2020).

Smartphone. This is a multifunctional gadget that combines several

capabilities, including media players, digital cameras, GPS navigation, high-speed

internet access over Wi-Fi, and the ability to use third-party applications

(Independent Communications Authority of SA, 2020; Stats SA, 2019).

Sellers. Referred to someone who trades a good or service for payment.

Sellers play a vital role in the direct engagement with buyers during the relational

processes of solution selling (Panagopoulos et al., 2017).

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 CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

Chapter 2 focuses on a discussion of selected readings and related global studies.

The dependent and independent variables in the literature review are related to the

research topic and statement of the problem in Chapter One. The purpose of this research

is to determine what factors influence customers when choosing a smartphone brand.

This section describes the nature and directions of the relationship between the dependent

and independent variables.

2.1 Overview of Smartphone

Smartphones have effectively and significantly supplanted other displays. In

contemporary times, persons have developed a habit of often inspecting their

smartphones and simultaneously interacting with many screens while using their laptops

or watching television. In the past, people would spend time looking at screens for either

business or enjoyment, and this was something they did on a regular basis. Conversely, a

significant degree of self-discipline is now necessary to allocate time for other pursuits

and prevent becoming overly dependent on phone screens. Smartphones encompass a

wide range of personal data, including personal information, shopping lists, intimate

discussions, and cherished memories with loved ones (Sama, 2020). A person's

smartphone contains nearly every piece of information about them, potentially surpassing

what their close friends know.

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 Smartphones offer a range of functionality, including the ability to install different

applications, use location services, use a camera, and upgrade to newer versions. This

provides consumers with several options to choose from. Smartphones have become

indispensable tools that assist individuals in various activities, including dating,

socializing, navigation, video calls, communication, information retrieval, photo sharing,

finding teachers, seeking domestic assistance, grocery shopping, purchasing cosmetics

and clothing, and even monitoring physical activities and fitness goals (Fook et al.,

2021).

Odia and Adekunle (2020) provided a definition of smartphones as mobile

devices that feature the ability to execute several computer operations, including internet

connectivity, a touchscreen interface, and an operating system that allows for the

downloading and running of programs, among other capabilities. BinDhim et al. (2014)

define a smartphone as a mobile phone with improved hardware and software capabilities

that allow it to execute complex operations comparable to those of laptop computers (p.

3). In order for a mobile phone to be classified as a smartphone, it must meet the

following criteria as outlined by Kim (2011): (i) the device must be new and intended for

personal use rather than commercial or business purposes; (ii) the device must have

unrestricted access to the Internet, allowing users to generate and exchange data while on

the move; (iii) the device must have the ability to install a wide range of applications

from external sources; and (iv) it should have a compact size, a high-resolution screen,

and cameras capable of capturing and displaying high-quality audio and video.

Igyuve et al. (2018) highlighted the distinctive characteristics of smartphones,

such as their ability to store and download significant amounts of data, install

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applications, utilize hardware sensors, connect wirelessly, and access the internet.

Additionally, smartphones are equipped with large display displays and high resolution.

In a similar vein, Kim et al. (2013) asserted that for a device to qualify as a smartphone,

it must include certain characteristics, including a fingerprint sensor, an infrared remote

control, ample storage capacity, the ability to display numerous windows, a high-quality

camera, a clear display, and a long-lasting battery with fast processing capabilities,

among other requirements. The introduction of mobile communications in Nigeria in

2011 marked the beginning of smartphone usage in the country. The advent of mobile

telephony facilitated the widespread adoption of the Internet and the utilization of mobile

phones. Odia and Adekunle (2020) have asserted that several variables in Nigeria, such

as Internet browsing, decreasing product prices, connection, enhanced accessibility,

improved usability, and technological innovation, have contributed to the widespread

adoption of smartphones. Similarly, Igyuve et al. (2018) asserted that the factors

contributing to the widespread use of smartphones in Nigeria are convenience, cost-

effectiveness, brand and product attributes, social influence, educational requirements,

and communication and social demands.

2.1.1 Evolution of Smartphone

Mobile phone users are transitioning to smartphones due to their ability to

perform comparable functions to a personal computer. This assertion is

corroborated by the research conducted by Rahman & Haque (2021), which

reveals that mobile phones have undergone multiple changes, evolving from

simple devices used for voice communication between two individuals to

sophisticated devices with advanced features and applications that cater to the

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information requirements of users. Empirical evidence has demonstrated that

users consider not just the hardware features of a smartphone, but also the

operating system it runs on (Attri et al., 2017).

Presently, the advancement of technology, information, and

communication is rapidly progressing, thereby motivating individuals to possess a

device for accessing technology, information, and communication, such as a

smartphone. Smartphones, as stated by Guo (2022), are advanced communication

devices that enable global users to engage in interactions and exchange

information. According to Hanani (2021), smartphone usage in Malaysia rose

from 65.14% to 90.71% in 2019. A study conducted by Lu et al. (2017) has

already indicated that the rise in smartphone demand in Malaysia can be ascribed

to the revolution in smartphone technology. Owing to the fierce competition in

this sector, producers are driven to engage in innovation; as a result, the cellphone

industry has transitioned into the era of smartphones.

2.1.2 Users of Smartphone

The proliferation of smartphones has been characterized by unequal

growth in both advanced and emerging economies. Age, gender, education levels,

and income are all factors that contribute to smartphone ownership, with age

being the primary determinant.

Younger individuals in both advanced and emerging economies have

higher levels of digital connectivity compared to older generations. Surveys show

that those under 35 have a higher propensity for smartphone ownership, internet

usage, and social media engagement compared to those aged 50 and above. For

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example, 96% of Japanese individuals under 35 own a smartphone, while 44% of

those aged 50 and above own one. In Brazil, 85% of individuals aged 18 to 34

own a smartphone, while 32% own one. Younger individuals in countries like

Germany and Australia also have higher smartphone ownership rates (Pew

Research Center, 2019).

Nwachukwu and Onyenankeya (2017) found that a considerable

percentage of university students own smartphones. This is due to the increasing

popularity of smartphones as effective instruments for students and scholars

globally to successfully perform academic assignments. In contrast, a separate

investigation conducted by Taylor and Silver (2019) revealed that younger age

cohorts have a significantly higher propensity for utilizing social media platforms

such as Facebook compared to their older counterparts. In Argentina, 90% of

adults under 35 use social media, while 38% use it. In emerging economies, over

50% of 18-34 year-olds use it, except India. In South Africa, 70% of 18-34 year-

olds use it, compared to 19% among 50-year-olds (Pew Research Center, 2019).

This highlights the disparity in social media usage across different age groups.

Smartphone ownership, internet usage, and social media usage disparities

persist in most nations, but are narrowing in developed economies. Smartphone

ownership is more prevalent among younger demographics in countries like the

UK, U.S., and France. However, the disparity has decreased due to older

individuals' acceptance. In emerging economies, the disparity is increasing, with

young adults using smartphones more than ever. In 2013, 25% of young

individuals aged 18-34 in nine countries owned smartphones, but by 2018, it had

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risen to almost two-thirds. Those aged 50 and above have shown a slower

adoption rate, with the percentage of smartphone ownership increasing from less

than 10% in 2013 to around 20% (Pew Research Center, 2019). Therefore,

marketers will make it priority to ensure that the smartphone capabilities and apps

found on their mobile devices are as current as possible to maintain their position

as market leaders and cultivate the brand loyalty of their target demographic.

2.1.3 Uses of Smartphone

Smartphones offer a range of features, including the ability to install

different applications, access location services, capture photos with a camera, and

upgrade to newer versions. This provides consumers with several options to

choose from. Smartphones have a wide range of uses, including facilitating

dating, socializing, navigation, video calls, messaging, information retrieval,

photo sharing, finding teachers, hiring domestic help, grocery shopping,

purchasing cosmetics and clothing, and tracking physical activities and fitness

plans (Fook et al., 2021).

In a study conducted by Lau et al. (2017), it was found that students at

both the postgraduate and undergraduate levels in Japanese institutions primarily

used smartphones for social networking rather than academic activities.

Nwachukwu and Onyenankeya (2017) conducted studies in Nigeria which

revealed that students utilized smartphones as a means of maintaining regular

communication with their relatives, instructors, friends, and fellow students.

Rahim et al. (2020) conducted a study investigating the utilization of mobile

phones among young individuals residing in rural mountain regions of Gilgit-

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 Baltistan, Pakistan. It has been discovered that mobile phones have greatly

facilitated communication for young individuals worldwide, even in remote

mountainous areas. Most respondents utilize their mobile phones primarily for

entertainment and communication with their parents, peers, and friends.

Text messaging (82.9%), watching videos or movies (82.7%), social

networking (78.9%), voice calls (78.6%), taking photos or videos (74.8%),

browsing the internet 73.6%, and other activities rounded out the top five

activities for smartphone users, as indicated by a report published by MCMC

(2021). The most popular activity among smartphone users was communication,

which recorded 82.9% of their time. This included text messaging and voice

notes. However, as smartphone usage increases and feature offerings become

more diverse, it is essential to be aware of how these offerings relate to user

needs, particularly those young adults.

2.2 Brand

A brand encompasses more than a mere product name; it serves as an identity

crafted to differentiate one product from another in order to fulfill a certain requirement.

As defined by Kotler and Armstrong (2017: 250), a brand is a distinctive identifier, such

as a name, word, sign, symbol, or design, that is employed to distinguish the goods or

services of a particular seller or group of sellers from those of competitors. According to

his perspective, a brand represents a commitment made by a seller to provide a specific

advantage. Foroudi et al. (2018) state that a brand is recognized as a distinct name,

symbol, logo, color, or trademark that is registered and has a unique design. As per the

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above definition, a brand refers to a name, word, sign, symbol, design, or a mix of these

elements that are employed to identify a company's goods and distinguish them from

those of its competitors. According to Kartajaya (2010), a brand is an asset that enhances

consumer pleasure and quality, hence creating value. Kotler categorizes brand levels into

six distinct categories: Attributes, Benefits, Values, Culture, Personality, and Users.

The brand name establishes a perception in customers' minds regarding the quality

of services offered. Word of mouth is a highly powerful marketing method that can

encourage other consumers to purchase a brand, particularly if the consumer is satisfied

with the product (Shabrin et al., 2017). In their publication, Ahmad, Basri, and Abashah

(2020) asserted that the company intends to employ a distinctive brand name, slogan,

symbol, and design in order to differentiate itself from its competitors. According to

Yasmin (2017), a brand is defined as a product, service, or concept that is clearly

differentiated from other products, services, or concepts, making it easily communicable

and typically subject to marketing efforts. There is a contention that when customers

enter a store to make a purchase, they are not merely buying a product, but rather they are

purchasing a brand.

As stated by Kumar & Fernandez (2020), a brand name is a valuable asset for

every organization. It is a unique term that communicates information about the

company's products to customers. Consumers typically opt for a renowned smartphone

brand that symbolizes elevated social standing and offers expedient information retrieval.

In addition, establishing a robust brand enables enterprises to acquire a significant

portion of the market and augment their financial gains. Competing companies are unable

to reproduce, imitate, or replicate the related features of successful brands, which leads to

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an increase in consumer preference for these brands (Tadese, 2019). In their study,

Saranya and Yoganandan (2019) found that the process of establishing a brand image is

both time-consuming and costly. However, they concluded that it ultimately leads to the

establishment of a strong brand identity. Consumers exhibit a proclivity to overlook

certain brands while retaining the ones they want to purchase in the future (Moslehpour

et. al., 2019). Therefore, a brand aids buyers in the process of recognizing and attributing

things to their respective makers (Saranya & Yoganandan, 2019).

2.3 Overview of Marketing Mix

Marketing may be a word that people are familiar with. According to Kotler &

Armstrong (2018) the simplest definition of marketing is "marketing involves customers

and managing profitable relationships". While broadly defined, marketing is a social and

managerial process by which individuals and organizations obtain what they need and

want through creating and exchanging value with others. In a narrower business context,

marketing is the process by which companies engage customers, build strong customer

relationships, and create customer value in order to get value from customers in return.

Marketing is a very important part because it plays a role as a strategy in running

a business, especially dealing with customers. There are three marketing objectives,

namely to attract new customers, retain and add customers by ensuring satisfaction. The

product being sold will sell easily if the seller engages the customer effectively by

understanding the factors that influence the purchase decision. The factors that influence

purchasing decisions are called the marketing mix. The marketing mix is a tool when

doing marketing carried out by business actors to get the desired response in the target

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market. The marketing mix consists of everything that business actors need in making

assessments and getting ratings from consumers (Kotler & Armstrong, 2018). Kismono

(2015: 308) defines the marketing mix as a collection of variables or activities that form

the foundation of marketing. These variables include product strategy (product), price

(price), promotion (promotion), and place (place).

Marketing plays a pivotal role in determining the success of a firm in

accomplishing its objectives (Rasam & Sari, 2019). Consequently, firms that understand

the significance and value of a competent marketing manager pay significant attention to

finding the right candidate. The marketing mix refers to the strategic combination and

optimization of product creation, price, distribution, and promotion efforts to generate the

highest possible sales (Sunarsi, 2020).

2.4 Factors Influencing Smartphone Brand Choice

2.4.1 Product

The product might be introduced to the market with the intention of attracting

attention, being utilized, possessed, or eaten in order to fulfill a desire or requirement

(Amrina & Firmansyah, 2019). In addition, they consider an item to be a consumer

product if the final consumer buys it with the intention of using it for his or her own

personal consumption. The quality, design, features, brand name, and dimensions of the

product are all important considerations. Any good or service that satisfies the

requirements or wishes of customers is referred to as a product. The nature of the product

influences consumers' estimations of its value, which in turn helps businesses establish

23
prices that generate a profit. In addition to this, it influences other factors, such as product

placement and advertising.

When it comes to choosing a brand, one of the most important factors that

customers consider is the product quality, which in turn contributes to the development of

the brand's reputation. Quality is part of the product perspective of a brand's identity,

whereas perceived quality refers to how customers evaluate the quality of a product or

service offered by a company. In Aaker's model of brand equity, it is an important

component of one of the key dimensions. According to the consumers, a higher price is

an indication of high quality. Customer satisfaction encompasses various forms of

expression, including satisfaction, enjoyment, interest, surprise, and more. Customer

satisfaction is believed to arise from the comparison between consumers' actual views of

the service and their expectations of the service, which is a psychological response.

Conversely, brand loyalty is regarded as a favorable reaction when a customer, having

made a purchase, experiences contentment and satisfaction with the superior quality and

advantages of a product, as well as the benefits offered by the brand (Shanahan et al.,

2019). Customers are motivated to purchase a product or service when it effectively

fulfills their specific requirements (Lai et al., 2021).

The concept of quality can be interpreted in several ways as it can manifest on

multiple levels, such as the universal, cultural, social, and personal domains. An

exemplification of superior quality can be observed in a flawless product, to state it in the

most straightforward manner. The authors Munggaran and Danial (2020) define quality

as the comprehensive attributes and features of a product or service that have the capacity

to fulfill expressed and implicit needs. The phrase "requirement" refers to the

24
specifications mentioned in the contract, as well as the initial criteria that must be

established. There are a few things that businesses need to pay attention to improve the

quality of their products. One of these things is that a product needs to be discontinued as

soon as it is discovered to have a problem, and that a new product needs to be introduced

to take the place of the product with the problem. A product's quality can be affected by

several factors, including its price and cost, the value of the money spent by consumers,

the raw materials used to create or make a product, its size, and its level of durability and

form.

Size refers to the amount of space that is created by a product (Adams, 2007). The

way a consumer evaluates the quality of a brand is an essential component that plays a

role in the selection of a brand. The capability of a product to fulfill its functions is

directly correlated to its quality. Indian customers prioritize brands that provide good

value for money and demonstrate ethical and sustainable practices (Retail Asia, 2023). In

India, a product's quality might vary greatly from batch to batch, thus having a

recognizable brand name is important. Consumer studies consistently reveal that quality

is either one of the most significant or the most essential of the variables that customers

consider when making a purchase choice. He also investigated the idea that the aesthetic

appeal of a product, which also represents the packaging and the quality of the product, is

the primary factor that differentiates successful companies from unsuccessful ones.

Smartphones are electronic devices that combine usability with a variety of

functions. Product features encompass the characteristics of a product that fulfill

consumers' desires and requirements via means of possessing, utilizing, and applying the

product (Chen et al., 2018).

25
 The adoption and usage of a product can be influenced by its product qualities,

quality, and functionalities (Gu and Wei, 2020). Fauzi and Ali (2021) studied the factors

influencing buy and repurchase decisions. The study revealed that both the price and

product quality had a strong and favorable impact on purchasing choices. The inclusion

of features such as phone size, screen resolution, mobility, and a robust user interface is

compelling proof that any Smartphone brand can appeal to the younger demographic.

Bluetooth and internet connectivity are crucial factors that impact the decision to

purchase a mobile phone; a high-quality smartphone is essential. A feature is a

characteristic of a product that fulfills customers' requirements and desires through its

use, ownership, and application. Software and hardware constitute a product's features. A

gadget, classified as hardware, can be manipulated directly (Lay-Yee et al., 2013). The

physical dimensions and mass of a Smartphone make up its hardware. Hardware include

color and design, as they impact the smartphone's external appearance.

Software encompasses all types of documentation, procedures, and computer

applications. The software of a Smartphone includes the operating system, memory

storage, and applications that enable its functionality. Al-Obaidi et. al., (2020) states that

many of these programs are free access and can be programmed. Research indicates that

younger users prioritize photo quality as the most essential smartphone function and are

more inclined to desire improvements in this area (Buckle, 2019).

Buckle (2019) found that older consumers choose battery life and storage space

over other qualities, although these factors are highly valued across all age groups. For

both young and older users, functionality remains the most crucial aspect, with

processing power, durability, and screen size being significant factors for the older

26
demographic. 48% of consumers make purchases based on software, while 31% make

purchases based on hardware, as per the report. As of Q1 2022, Google Android has a

23.7% global market share on mobile devices, making it the most popular operating

system, while Apple's iOS ranked second with 18% (International Data Corporation,

2023). This result indicates that consumers are significantly more likely to purchase

smartphones or brands based on software than on hardware.

The study found that 16.5% of respondents considered performance the most

significant aspect, followed by price (14.76%), brand (13.78%), and battery life

(13.66%). Additional elements including design/appearance (10.99%), camera quality

(11.98%), and features (12.94%) were deemed significant (Real Research Media, 2023).

Performance was identified as the most crucial factor when purchasing a new

smartphone, according to the data.

2.4.2 Price

Pricing is essential in determining the relative value of a product or service. The

amount of money charged for a product or service is its price. As stated by Rosmalia and

Koesworodjati (2019), pricing refers to the exchange rate at which money or items are

traded for the benefits derived from a product or service. It also plays a significant role in

determining the degree of profits earned by the manufacturer. The price of a product or

service is the total amount of money that customers are willing to exchange for it.

Furthermore, price refers to a monetary value that encompasses the necessary usefulness

or usability required to acquire various combinations of products or services, which are

transferred in order to gain ownership rights (Lubis, 2018).

27
 Price is the element of the marketing mix that is stable over a period, but at any

given time, the price may increase or decrease, and price becomes the only factor that

generates revenue from selling. Although price is a stable component of the marketing

mix, it is also subject to fluctuation. Moreover, Stanton explains that price is a component

of the marketing mix that solely affects the product's income at specific times. This

results in a situation in which consumers are willing to pay a premium price for luxury

goods. Expensive luxury products serve as a representation of consumers' money,

reputation, and social position, hence motivating them to spend greater prices (Balabanis

and Stathopoulou, 2021). In contrast, products are not always priced at a premium and

higher price. According to Lynn Albright, vice president of Old Navy, price increases are

unnecessary if costs can be reduced. According to The Wharton School's Raghuram

Iyengar, Apple iTunes can increase profits not by raising prices but by lowering them.

Pricing a product has a dual effect, meaning that, depending on the type of

product and how it is priced, it can be both advantageous and disadvantageous. The two

primary pricing structures are low pricing and high or premium pricing. Consumers

generally hold the belief that there exists a direct correlation between the price and

quality of a product. Consequently, they engage in product comparisons before making a

purchasing decision (Gunawan et al., 2022). According to this research, a high price has a

positive effect on the purchase of a product. Rolls Royce and Aston Martin are two real-

world, contemporary examples. Although expensive, it leaves consumers with an

impression of luxury and wealth, which has a positive effect on its demand. This is

primarily due to the perception that a high price means greater quality (Miller and

Brannon, 2022).

28
 On the other hand, a study has demonstrated that high prices imposed on products

have a negative impact. The price has a negative effect on the purchase intent of a

product. Additionally, the price allows certain buyers to make comparisons with the

reference price in a setting where there are varying costs for comparable products. In the

reference price technique, customers establish the retail sales prices as the benchmark for

the prices they will set (Wang & Yu, 2017). This literally means that identically

functional products that are not differentiated tend to have a negative effect when their

price is high. However, if the price exceeds the conventional price, people are disinclined

to purchase cellphones (Bringula et al., 2018). Hence, the price of a product has a

significant impact on consumer behavior, leading people to examine and investigate it

thoroughly (Suhendar & Ruswanti, 2019).

2.4.3 Place

Distribution, often known as place in marketing, refers to the process and

techniques by which items or services are delivered to clients. Distribution refers to the

process of enabling customers and users to locate and acquire products from

manufacturers/providers as needed. The distribution system can evolve into a

sophisticated and efficient network where producers, brokers, independent traders, and

consumers' interests align within a specific environment and timeframe. Kotler &

Armstrong (2018) define location as a distinct spot where businesses carry out operations

connected to producing goods and services for sale to clients, who must be able to

conveniently access them. It is crucial that the product is available in city markets. This

involves a series of individuals and entities such as distributors, wholesalers, and retailers

who form the distribution network of the firm (the distribution channel). The
29
organization must decide between selling directly to consumers or using wholesalers. The

company may also consider selling the product directly to consumers (Thabit & Raewf,

2018). Placement pertains to the specific area where products and services are made

available for sale or purchase. Buyers can acquire products or services in either a

physical or virtual marketplace. Wong and Lesmono (2019) define distribution channel

as the communication pathway between a manufacturer and a consumer, either direct or

indirect. It is a crucial aspect that manufacturers prioritize in the planning process, even

before product launch, during the product development stage. Place refers to the strategic

decision-making process in which firms determine the location and number of stores

based on the convenience of shoppers (Gituma, 2017). The store's strategic location can

improve competition and convenience for shoppers (Khairi, 2017). Choosing a strategic

location that is highly recognizable will improve consumers' store recall.

The product needs to be accessible at the appropriate location, time, and quantity,

while maintaining storage, inventory, and distribution expenses at an acceptable level. In

addition, position refers to the methods of presenting your goods to specific buyer

segments. This could be shown in a physical store window or online. The placement or

distribution strategy is the approach a corporation use to provide its products and services

through various channels and networks in order to reach the end client, either directly or

indirectly. Modak et al. (2021) outlined that distribution channels involving

manufacturers, distributors, and retailers are crucial for boosting a firm's profits and

revenues. The process begins with the manufacturer ensuring the right amount of

products are available on time. Subsequently, distributors deliver the products to retailers,

who then make them accessible to consumers in their stores. Distribution channels are a

30
component of the marketing mix, which consists of the 4 Ps. The marketing mix consists

of product, place, pricing, and promotion. Distribution channels are locations

strategically chosen to make products easily accessible to clients. It refers to how a

company delivers its products to customers, either through traditional physical methods

or online, which has become increasingly important due to changes in consumer behavior

(Zhu, 2020).

A distribution channel is a communication method that assists a corporation in

establishing a lasting relationship with clients by ensuring a consistent supply of their

preferred products in retail outlets. The effectiveness of this distribution channel is

determined by analyzing the number of products sold, which serves as an indication of

how easily customers can access the brand through various channels. A positive

relationship between the brand and customers is dependent on a strong connection

between the producer and distributor or retailer, which impacts the availability of

products on shelves (Seitz, 2015). Farra et al. (2019) emphasized that distribution

channels play a crucial role in establishing enduring customer relationships and

enhancing the brand image of manufacturing enterprises.

Distribution methods offer numerous advantages. Firstly, prioritize utility as it

facilitates the transportation of products from one location to another. Secondly, time

utility refers to providing clients with the necessary products at a suitable and convenient

moment. Thirdly, convenience is provided to clients through commodities that are

tailored in shape, unit, size, style, and packaging to suit their needs and tastes. Fourth,

possession value allows consumers to own or receive products. Thus, these channels

31
facilitate the distribution of the product to consumers according to their preferences in

terms of time, location, and quantity (Mondal et al., 2017).

Consumer behavior, as defined by Priansa (2017; 450), encompasses the study of

not only the products and services that are purchased or consumed, but also the locations

and circumstances in which these habits occur. Comprehending these aspects is essential

for organizations to efficiently promote their products and accomplish their objectives.

However, physical stores have become a crucial element in the process by which

customers make their buying choices (Bellini & Aiolfi 2017). Several vendors of

smartphones establish direct interpersonal interactions with their clients. This is due to

the fact that numerous buyers like to physically inspect the smartphones they plan to

purchase prior to completing the transaction. The presence of retail locations in the

neighborhood significantly affects the decision to shop, particularly when considering

store locations. Consumers are more inclined to patronize establishments that are

conveniently situated for them. Customers who encounter difficulties in accessing a

certain location are more inclined to make their purchases elsewhere, opting for a more

convenient alternative (Sugeng, 2018). Therefore, the quantity of retail stores and the

ease with which customers can access the establishments are crucial factors for physical

businesses.

The location can serve as a means for the company to showcase its diverse efforts

in order to make its products appealing to consumers (Yusra and Nanda, 2020). Prayogi

(2019) outlines several key principles to consider when selecting a business location.

These include assessing the area's potential, ensuring easy accessibility, identifying

growth opportunities, choosing a location within a thriving business environment, seeking

32
a place with strong appeal, and opting for an area with low competition. The selection of

a location must be carefully evaluated as any mistake in this decision can significantly

jeopardize the company's viability, perhaps leading to failure, particularly for newly

established businesses (Setyawan, 2019). Regarding this matter, the interactions that

influence the selection of a location can be categorized into three forms (Idrawati, 2018):

consumer visits to the company, corporate visits to customers, and non-face-to-face

interactions between companies and consumers. An optimal location will guarantee

convenient and swift accessibility, entice a large number of consumers, and potentially

alter consumers' buying and purchasing behaviors (Sudarsono, 2020).

2.4.4 Promotion

Promotional tools can facilitate the sale of various items or services. Retailers

offer promos at the store to influence customer preferences and encourage purchases.

Most often, a person's purchasing decision remains consistent, but they may not always

carry out the entire procedure alone. The decisions involve intricate, interconnected

processes including information gathering, assessing alternative possibilities, completing

a purchase, and evaluating the transaction afterwards (Lombart et al., 2020).

The promotional effort is crucial for the firm since it is a way to educate

consumers about the company's products. Consumers would lack awareness of the

company's items without promotion. Therefore, the corporation must regularly carry out

promotions to attract consumers' attention. Promotions also act as a defensive measure

for the organization, safeguarding its competitive advantage. Promotions are essential

marketing activities that help the firm maintain its operations and improve the quality of

its sales, as stated by Nainggolan & Heryenzus (2018). The main goal of the promotion is
33
to familiarize consumers with a product or service in order to encourage them to make a

purchase. Even if you possess the capacity to become a loyal consumer.

Promotion is a strategic method used by organizations to directly or indirectly

impact and inform consumers about their products (Munawar & Mahaputra, 2022).

Promotion involves many communication strategies used to inform, persuade, and

strengthen the target audience's knowledge of products made by corporations, individuals,

or families. Promotion is a method of communication aimed at informing potential

consumers about the attributes of products or services, with the objective of attracting

their attention and motivating them to buy (Hashim & Ali, 2022). The promotional

indicators include promotional media, effectiveness of promotion, frequency of

promotions, duration of promotions, and alignment and appropriateness of promotional

objectives (Hairiyah & Ali, 2017).

Promotion is a strategy used to entice customers to purchase more or sample the

goods and services. Promotion is an activity that conveys the benefits of a product and

convinces the target audience to purchase it (Aloyna et. al, 2021). The rise in sales, top-

notch inventory, and attracting a large number of new customers all rely on promotional

tactics. When a consumer switches brands, it may be due to a significant effort to

cultivate a sophisticated self-image as a discerning shopper. An ideal promotional tool

can help increase sales revenue. Purchasing behavior is a dynamic and constantly

evolving subject. In this rapidly evolving world, the expectations and trends are likewise

shifting swiftly. Emerging lifestyles have prompted customers to experiment with new

trends and embrace novel styles. Despite their limited financial resources, today's

generation seeks out new and trendy items. Markets capitalize on promoting their brands

34
by tailoring their strategies to fit the budget of their client base, offering enticing deals to

attract new customers. Consumer purchasing behavior is frequently influenced by the

range of options offered, which differ in price and included features. Hence,

understanding the consumer thoroughly is crucial (Varadarajan, 2020).

According to Iram (2017), merchants are placing significant emphasis on

understanding consumer behavior, specifically focusing on what things customers seek,

why they need specific items, when they need them, and how they intend to make

purchases. Studying consumer demand is crucial as it aids in selling and persuading

consumers to purchase the manufacturer's product. Consumer buying behavior is the

analysis of the factors influencing customers' purchasing decisions. This behavior

pertains to a consumer's selection of items and services, as well as their perceptions and

decisions regarding a purchase (Wai & Osman, 2017).

Consumer buying behavior has been extensively described and examined in

research. It has been found that numerous elements can influence consumer purchasing

decisions. Promotional tools have a significant impact on customer buying behavior. For

instance, altering the color from blonde to brown might affect the perceived quality and

influence purchasing decisions. Consumers' purchase decisions are influenced by the

price sensitivity, as they tend to be attracted to things that are on sale or marketed. CB is

influenced by cultural, social, personal, and psychological aspects according to Kotler et

al. (2022).

Personal circumstances have a crucial role in influencing an individual's behavior

and choices in their everyday routine. These elements include economical, social, and

personal health aspects. Thus, when the corporation creates a product, they align it with

35
the personal behaviors of their potential buyers. Failure to comprehend the social and

financial condition of consumers might hinder the effective introduction of products.

Even if items are introduced, their sustainability could be a concern for the market.

(Rehman et. al., 2017).

Rasool & Mahmood (2018) indicate that producers and retailers must understand

the target market of each segment in order to effectively meet buyers' needs and boost

sales income. The seller's objective is to meet the needs of customers by recognizing their

needs and appealing them to items or services given by manufacturers or merchants,

considering the various manners and behaviors of different purchasers. Sellers must know

how to implement an effective approach to boost sales revenue. The technique may

involve free sample offerings, free coupons, price reductions, buy one get one free

incentives, and Communication-behavior. Communication behavior is crucial as it

enables the seller to motivate the customer to make a purchase. The vendor must

comprehend the customer's wants, needs, and demands in order to effectively persuade

them to make a purchase.

Additional research has shown that numerous retailers and manufacturers utilize

promotional strategies to entice existing and prospective customers to make purchases of

products and services. Promotional tools aim to boost demand by satisfying requirements

and stimulating wants to advertise products and services. Promotional tools consist of

free samples, coupons, buy one get one free deals, and price reductions. Promotional

tools assist in analyzing various consumers' responses to items and services given in the

market and their influence on consumer buying behavior during purchase decisions.

Implementing this strategy would draw in clients and boost sales (Hadi, 2021).

36
 Some research have shown that consumer demand influences purchasing

decisions, leading to the development of the idea that effective marketing strategies can

steer items in new directions. Enhanced marketing and promotion strategies help attract

new customers and build trust with existing ones. Advancements in technology and new

marketing platforms allow marketing organizations to target consumers based on their

wants and behaviors through data mining. As a result of the internet and mobile

technological revolution, marketing has become more targeted and tailored to individual

customer personalities (Imtiaz et. al., 2019). Sales promotion is a crucial marketing

technique for both manufacturers and merchants. Sales promotion is employed to boost

sales. It serves as an incentive for customers to make additional purchases. Sales

promotion encompasses free samples, coupons, price cuts, and buy one get one free

deals. A shop or producer promotes their product or service using strategic

communication tactics. A retailer should prioritize consumer responses while utilizing

sales promotional strategies. Sales promotional tools can increase customer buy rates for

retailers or manufacturers. Sales promotion can influence client purchasing behavior

(Nasir & Bal, 2020).

CHAPTER 3

37
 RESEARCH METHODOLOGY

This chapter focuses on research methodology. Methodology here refers to all

different approaches and procedures that go into conducting this research. In this chapter,

the methodology that is used to analyze the data that will be collected as well as how the

research is carried out is discussed and highlighted. To provide answers to the primary

questions, this chapter covers a variety of topics, including research design, methods for

collecting data and samples, and methods for analyzing data.

3.1 Research Design

Quantitative research is the process of gathering numerical data using numerical

forms such as graphs and statistics was explained by Creswell (1994). This data is

collected using questionnaires. The study utilized quantitative research to identify the

elements influencing consumers' brand preferences while purchasing smartphones.

Furthermore, it corroborates the theory and integrates the numerical results obtained from

the questionnaire. The purpose of this descriptive study is to explain how the independent

variables (product, price, place, and promotion) influence college students' brand

preferences for their smartphones.

3.2 Research Locale

The study was conducted at Mindanao State University – Main Campus, which

was officially created by law, by virtue of Republic Act 1387 (as amended). The MSU

was formally established on September 1, 1961, in Marawi City, Lanao del Sur. One of

the five provinces that make up the Mindanao Autonomous Islamic Region in the

38
Philippines, Marawi serves as the capital of the province of Lanao del Sur (BARMM).

This city, which has a total population of approximately 217,364 residents, is the most

populous urban center in the BARMM. It is a hub for commercial transactions and

corporate services, drawing many people who are looking for work as well as immigrants

(PSA, 2020).

(Source: http://maps.google.com)

Figure 3.1 Map of Marawi City

39
3.3 Research Respondent

The respondents of this study were the students of Mindanao State University-

Main Campus enrolled during first semester, A.Y. 2022-2023. Based on the record of the

university, there are 14,350 total population of students. However, we didn’t include the

students from the College of Law and Institute of Science Education in our study.

Respondents for this study were comprised primarily of university students aged 18 to 23

or above. Since the students at this university are enrolled in different colleges, stratified

random sampling was employed. The result and the computation for the number of

respondents by college is presented in table 3.1.

Table 3.1 Total Number of Respondents

Colleges Total number of
respondents
College of Engineering 51
College of Public Affairs 50
College of Education 46
College of Business Administration and Accountancy 42
College of Social Sciences and Humanities 33
College of Agriculture 31
College of Health Sciences 28
College of Natural Sciences and Mathematics 27
King Faisal Center for Islamic, Arabic and Asian Studies 20
College of Forestry and Environmental Studies 15
Division of Engineering Technology 14
College of Information and Computing Sciences 9
College of Sports, Physical Education and Recreation 7
College of Hospitality and Tourism Management 6
College of Fisheries and Aquatic Sciences 6
Total 385

40
To determine the sample size of the respondents, Cochran’s formula was used. The
computation is shown in table 3.2 below.

Sample Size of Students

Formula:

𝑍2𝑝𝑞
𝑛0 = 2
ⅇ
Where:

e - is the desired level of precision (i.e., the margin of error),

p - is the (estimated) proportion of the population which has the attribute in question,

q - is 1 – p.

The z-value is found in a Z table.

𝑛
0 = (1.96)2 (0.5) (1-0.5) = 385
(0.05)2

Table 3.2 Computation of Sample Size

3.4 Research Instrument

A research-made questionnaire was developed to gather necessary data for the

study. The questionnaire consists of 3 main parts. Part I has 5 questions surveying about

the profile of the respondent. The questions ask about the sex, age, civil status, monthly

allowance, and family monthly income. The second part of the questionnaire will cover

the smartphone brand choice of the respondents in terms of current smartphone’s brand,

and preferred smartphone brand. There are a total of 28 questions in Part III, all of which
41
are designed to poll respondents on the aspects of smartphone brand preference that are

most important to them. It is made up of four parts, which are the product, the price, the

place/location, and the promotion.

To ensure the validity of the instrument, content validation was done through

research experts. The data gathered in the pilot test was used to assess the reliability of

the instrument. The calculation of measures scale reliability is what is known as

reliability analysis (IBM). Researchers are aided in their efforts to comprehend and

investigate the properties of measurement scales and the components that make up the

scales by reliability (IBM, n.d.). In addition to this, it offers details regarding the

relationships that exist between the various components of the scale.

3.4.1 Pilot Test

A pilot test was carried out before an actual survey was conducted. The pilot test

aims to assess the reliability of each attribute, identify shortcomings, and uncover any

inaccuracies in the questionnaire. Additionally, it is crucial to ensure that the terminology

and terms used are unambiguous and easily comprehensible to respondents without the

assistance of researchers. The pilot test is given to specific university students from

MSU-Main Campus. The researchers conducted a pilot test by distributing 30 sets of

survey questionnaires to the participants. Feedback from responders regarding grammar

faults and errors in sentences is gathered for the aim of improvement.

Moreover, Cronbach’s alpha was determined to guarantee the consistency of the

question as presented in Table 3.3 The results of the test indicated that the questions

adopted are good. Cronbach’s alpha is a test of internal consistency, that is, how closely

42
related a set of items are as a group. It is termed to be a measure of scale reliability

(Institute for Digital Research Education, 2019).

Table 3.3 Pilot Test

Construct Number of Items Cronbach's Alpha Interpretation
Product 7 .623 Good
Price 7 .863 Good
Place 7 .826 Good
Promotion 7 .879 Good

3.5 Research Ethics

The researcher had used the ethical principles in research in the conduct of the

study especially during the data gathering procedure. In the conduct of the study, three

basic principles will be observed: the principles of respect of persons, beneficence, and

justice. In the observance of respect for persons, two ethical convictions will be further

observed: first, those individuals should be treated as autonomous agents, and second,

that persons with diminished autonomy are entitled to protection. In affording

beneficence, respondents will be treated in an ethical manner not only by respecting their

decisions and protecting them from harm, but also by making efforts to secure their well-

being. Two general rules will be observed in the observance of beneficence: (a) do not

harm and (b) maximize possible benefits and minimize possible harms. Lastly, the

principle of justice will be applied. In the treatment of respondents, the principle of

"fairness in distribution" or "what is deserved” will be observed. To further observe

justice, the following formulation will be observed also: (a) to each person an equal

share, (b)to each person according to individual need, (c) to each person according to

43
individual effort, (d) to each person according to societal contribution, and (e) to each

person according to merit.

Before the respondent answers the questionnaire, he/she is to be notified about

the aims, methods, and anticipated benefits of the study, his/her right to abstain from

participation in the research, and his/her right to terminate at any time his/her

participation; and the confidential nature of his/her answers and replies.

No person will be made a respondent of the research study unless he/she is given

the notice referred to in the previous paragraph and provided a freely given consent that

he/she agreed to participate. No pressure or inducement of any kind will be applied to

encourage a person to become a respondent of the research.

3.6 Data Collection Method

The study utilized both primary and secondary data. Detailed discussion on the

methods of gathering data is presented below.

3.6.1 Primary Data Collection

The questionnaire survey method serves as the primary means of data

collection and primary sources of information in the research study that we

are conducting. We have been given permission to conduct this research at

Mindanao State University's Main Campus, so we used an offline

distribution method to hand out 385 copies of the questionnaire at selected

students during the first semester of the academic year 2022-2023. This

method will make the process of data coding, data analysis, and data

44
 interpretation easier for us in the final stage by making the process simpler

and more straightforward. Because of its dependability, simplexes, and

direct response, as well as its ease of achievement and the fact that it

makes use of direct response questions, this type of data collection method

has been selected for use. Additionally, the use of direct response

questions can help reduce the possibility of uncertainty in the results

3.6.2 Secondary Data Collection

Secondary data is collected from the internet and its diverse online

sources, including online journals and publications. We utilize Google as

our main search engine and tool to gather secondary data using Google

Scholar. Our research relies on Google due to its convenient accessibility

and reliable performance. By utilizing the appropriate internet source, we

may complete our research and access pertinent online journals and papers

to strengthen the conclusions of our study with the assistance supplied by

these publications.

3.7 Data Analysis

After the data collection period, the researcher will analyze the data variables

from the questionnaires processed by statistic program, the results are as follows:

Data collection will involve the use of a 5-point scale questionnaire, with

responses ranging from "highly influential" (5) to "not influential" (1) among smart

phone users. Each inquiry was comprised of a series of statements designed to accurately

gauge respondents' perceptions.

45
5= Number of samples those choose highly influential.

4= Number of samples those choose influential.

3= Number of samples those choose neutral.

2= Number of samples those choose less influential.

1= Number of samples those choose not influential.

The possible range of a result can be divided into five 0.8-level intervals.

SERVQUAL (Parasuman, Zeithmal and Berry 1988, 1991, 1985). (Parasuman,

Zeithmal and Berry 1988, 1991, 1985).

Evaluative Criteria: N (Width of the range) = (max-min) / Level

5 - 1 = 0.8
5

It means items with scores fall between the ranges of:

Average mean score “between” 4.20-5.00 are considered as highly

influential. This implies a high influence on the indicator cited measuring

the effect of the factors in choosing a smartphone brand of the MSU

students.

Average mean score “between” 3.40-4.19 are considered as influential.

This implies a good influence on the indicator cited measuring the effect

of the factors in choosing a smartphone brand of the MSU students.

46
 Average mean score “between” 2.60-3.39 are considered as neutral. This

implies a fair decision on the indicator cited measuring the effect of the

factors in choosing a smartphone brand of the MSU students.

Average mean score “between” 1.80-2.59 are considered as less

influential. This implies a less influence on the indicator cited measuring

the effect of the factors in choosing a smartphone brand of the MSU

students.

Average mean score “between” 1.00-1.79 are considered as not influential.

This implies a lack of influence on the indicator cited measuring the effect

of the factors in choosing a smartphone brand of the MSU students.

3.7.1 Frequency Statistics

In an investigation or study, the number of times a specific piece of data is

repeated at various points is referred to as its frequency. The term "frequency

statistics" refers to a mathematical and statistical measurement that determines the

"repetitiveness" of the data as well as the frequency with which it is either the

same or different.

The centralization of data and the decentralization of data can both be

measured using frequency statistics. The term "central tendency of data" describes

the tendency of the data to occur in a manner that is comparable to other data. It is

a measurement of how "close" the results that were obtained were. The mode, the

47
mean, and the median are all examples of measures of central tendency. On the

other hand, there is a quantity that can be used to measure variation. The 'degree

of dispersion' of the data that is obtained from the samples is what is meant when

people talk about measures of variation. The range, the variance, and the standard

deviation are the components that make up the measures of dispersion. The data

that was obtained can be represented visually using frequency statistics.

Histograms, bar graphs, pie charts, and pie charts, as well as a frequency table,

are included in the graphical representation. Calculations of the frequency and

percentages of each variable are made before the data are tabulated into frequency

distribution tables and graphical representations. It is made much simpler to

compare the value obtained by each variable in the study if the data are first

converted into graphical representations and then plotted out. Constructing

graphical representations that can be explained based on the reader's intuition and

constructive motivation can be done, and those representations can be used

(Robert Jernigan, 2008).

3.7.2 Chi-Square Test

Chi-Square Tests were used in this research to determine the influence

between the variables on consumers' preferences for a particular smartphone

brand. The Chi-Square Tests uses four independent variables (Product, Price,

Place, and Promotion) to predict the relationship with dependent variable

(Consumer Smartphone’s Brand Choice) weather the 4 variable able to explain

the variance in confidence level.

48
The chi-square formula

Where:

• Χ2 is the chi-square test statistic

• Σ is the summation operator (it means “take the sum of”)

• is the observed frequency

• E is the expected frequency

49
 CHAPTER 4

DATA PRESENTATION, INTERPRETATION AND ANALYSIS

This chapter presents the data gathered on the smartphone brand choice of the students in

Mindanao State University, Main Campus.

4.1 Profile of the Respondents

Table 4.1 presents the profile of the respondents in terms of Age. Data shows that

there are 20 or 5.6% respondents aged 18 years old, 135 or 38% belong to the age group

19-20, 140 or 39.4% were 21-22 years old, and 60 or 16.9% are already 23 years old and

above. This implies that the majority of the college students’ respondents were aged 21-

22 years old. According to the Pew Research Center (2018), smartphone ownership is

most prevalent among individuals between the ages of 18 and 29, a demographic that

includes a significant number of students.

Table 4.1 Profile of the respondent in terms of Age

Age Frequency Percentage

18 years old 20 5.6

19 – 20 years old 135 38.0

21 – 22 years old 140 39.4

23 years old and above 60 16.9

Total 355 99.9

50
4.2 Profile of the respondent in terms of Sex

Table 4.2 displays the profile of the respondents in terms of sex. As shown in the

table below, there are 117 or 33% male while 238 or 67% are female. This suggests that

female respondents are dominant over male. Lin & Chiang (2018) discovered that

female smartphone users indicate a higher propensity for smartphone dependence

compared to their male counterparts. This is additionally confirmed by Lee, et.al (2016)

whose research showed that women showed a much higher reliance on cellphones

compared to men.

Table 4.2 Profile of the respondent in terms of Sex

Sex Frequency Percentage

Male 117 33.0

Female 238 67.0

Total 355 100.0

4.3 Profile of the respondent in terms of Civil Status

Table 4.3 shows the profile of the respondents in terms of Civil Status. Data

reveals that 335 or 94.4% of the respondents are single while 20 or 5.6% are already

married. This indicates that the majority of the respondents are single as evidenced by

acquiring a higher frequency. This result is in relation to the nature of the respondents

which are college students.

51
 Table 4.3 Profile of the respondent in terms of Civil Status
Civil Status Frequency Percentage

Single 335 94.4

Married 20 5.6

Total 355 100.0

4.4 Profile of the respondent in terms of Monthly Allowance

Table 4.4 depicts the profile of the respondent in terms of monthly allowance.

Data shows that majority of the students that is 213 or 60% out of 355 total respondents

has monthly allowance of ₱ 4,000 and below. Meanwhile, only 15 respondents have the

highest stated monthly allowance in the study which is ₱ 6,001 and above.

Table 4.4 Profile of the respondent in terms of Monthly Allowance

Monthly Allowance Frequency Percentage

₱ 4,000 and below 213 60.0

₱ 4,001 – 5,000 67 18.9

₱ 5,001 – 6,000 60 16.9

₱ 6,001 and above 15 4.2

Total 355 100.0

4.5 Profile of the respondent in terms of Family Monthly Income

52
 Table 4.5 reflects the profile of the respondents in terms of monthly family income.

It can be seen in the table below that majority of the respondent’s monthly family income

is ₱10,000 and below as evidenced by having the highest frequency of 158 or 44.5%.

While 35 or 99% attained ₱30,001 and above monthly family income. This result is in

relation to table 1.4 hence students’ allowance will be based on monthly family income.

Table 4.5 Profile of the respondent in terms of Family Monthly Income

Monthly Income Frequency Percentage

₱10,000 and below 158 44.5

₱10,001 – 20,000 94 26.5

₱20,001 – 30,000 68 19.2

₱30,001 and above 35 9.9

Total 355 100.1

5.1 Smartphone brand choice of the respondent in terms of Current smartphone

brand

Table 5.1 presents the smartphone brand choice of the respondents in terms of

current smartphone brand. It can be noted in the data below that the majority of the

students’ current smartphone brand is Samsung as reflected by having the highest

frequency count of 75 or 21.1% and followed by Oppo with 64 or 18%.

Table 5.1 Smartphone brand choice of the respondent in terms of Current

smartphone brand

53
 Current smartphone brand Frequency Percentage

Samsung 75 21.1
Huawei 47 13.2
Realme 44 12.4
Apple 39 11.0
Oppo 64 18.0
Infinix 11 3.1
Xiaomi 16 4.5
Vivo 43 12.1
Lenovo 9 2.5
Others 7 2.0
Total 355 99.9

5.2 Smartphone brand choice of the respondent in terms of Preferred smartphone

brand

Table 5.2 reveals the smartphone brand choice of the respondent in terms of

preferred smartphone brand. Data shows that the majority of the respondents, 140 or

39.4% preferred Apple smartphone brand but in table 2.1 only 39 respondents currently

have an Apple brand. Thus, it can be deduced that there are factors they considered for

not being able to buy the brand of smartphone they want.

Table 5.2 Smartphone brand choice of the respondent in terms of Preferred

smartphone brand

54
 Preferred smartphone Frequency Percentage
brand
Samsung 74 20.8
Huawei 24 6.8
Realme 18 5.1
Apple 140 39.4
Oppo 26 7.3
Infinix 24 6.8
Xiaomi 26 7.3
Vivo 14 3.9
Lenovo 4 1.1
Others 5 1.4
Total 355 99.9

6.1 Extent of influence of the following factors on the smartphone brand choice of

the respondents in terms of Product

Table 6.1 displays the extent of influence of the factors on the smartphone brand

choice of the respondents in terms of Product. The tabulated data gained an overall mean

value of 4.31 with highly influential verbal interpretation. This means that the

smartphone’s features, design, durability, performance, warranty, and storage capacity

are all important factors to be considered in the selection of brand. Among the

aforementioned factors, smartphone storage capacity gained the highest mean value of

4.45. This implies that having a higher storage capacity highly influences the

respondents’ satisfaction as we need them to store photos, videos, applications, contacts,

stream music and films, download emails, messages, and webpages, and much more. The

positive response from a client who is happy and content with the quality of a product

and the benefits offered by the brand encourages brand loyalty (Shanahan et al., 2019).

55
Customers are motivated to purchase a product or service when it effectively fulfills their

particular needs (Lai et al., 2021).

Table 6.1 Extent of influence of the following factors on the smartphone brand
choice of the respondents in terms of Product
Indicators Mean Verbal Interpretation

1. Smartphone features 4.39 Highly Influential

2. Smartphone design 4.18 Influential

3. Smartphone durability 4.38 Highly Influential

4. Smartphone performance 4.44 Highly Influential

5. Product warranty 4.04 Influential

6. Smartphone storage capacity 4.45 Highly Influential

Overall Mean 4.31 Highly Influential

Legend: 4.20-5.00 (Highly Influential), 3.40-4.19 (Influential), 2.60-3.39 (Neutral), 1.80-2.59 (Less Influential), 1.00-1.79 (Not

Influential)

6.2 Extent of influence of the following factors on the smartphone brand choice of

the respondents in terms of Price

Table 6.2 depicts the extent of influence of the factors on the smartphone brand

choice of the respondents in terms of Price. Data received an overall mean value of 4.21

which is interpreted verbally as “highly influential”. Thus, we can conclude that a

product’s price directly influences and stimulates the customer’s intention to purchase. In

addition, the higher price of the product has both positive and negative effects. The

positive effect is although expensive, it leaves consumers with an impression of luxury

and wealth, which has a positive effect on its demand to purchase the product. This is

56
primarily due to the perception that a high price means greater quality (Miller and

Brannon, 2022). However, if the price exceeds the conventional price, people are

disinclined to purchase cellphones (Bringula et al., 2018). This literally means that

identically functional products that are not differentiated tend to have a negative effect

when their price is high. Hence, the price of a product has a significant impact on

consumer behavior, leading people to examine and investigate it thoroughly (Suhendar &

Ruswanti, 2019).

Table 6.2 Extent of influence of the following factors on the smartphone brand
choice of the respondents in terms of Price
Indicators Mean Verbal Interpretation

1. Price of the smartphone 4.31 Highly Influential

2. Smartphone price affordability 4.21 Highly Influential

3. Reasonableness of the smartphone price 4.19 Influential

4. Price differentiation in smartphone 4.16 Influential

products

5. Perceived quality due to price 4.27 Highly Influential

6. Perceived social status due to price 4.11 Influential

Overall Mean 4.21 Highly Influential

Legend: 4.20-5.00 (Highly Influential), 3.40-4.19 (Influential), 2.60-3.39 (Neutral), 1.80-2.59 (Less Influential), 1.00-1.79 (Not

Influential)

6.3 Extent of influence of the following factors on the smartphone brand choice of

the respondents in terms of Place

57
 Table 6.3 presents the extent of influence of the factors on the smartphone brand

choice of the respondents in terms of Place. As shown in the table below, all the

indicators received a verbal interpretation of “influential” with an overall mean value of

3.95. Of all the indicators given, statement “Accessibility of the smartphone distributors”

acquired the highest mean value of 4.18. Mohamud (2018) conducted a study in Nairobi

to examine the influence of the marketing mix on customer preference. The research

revealed that the "location factor" plays a crucial role in enhancing consumer preference.

In line with this, businesses should carefully plan their networks to ensure a smooth

supply chain. Moreover, consumers are more likely to shop at establishments that are

conveniently located for them. Customers that find it difficult to access the place are

more likely to purchase elsewhere, where it is more convenient for them (Sugeng, 2018).

Therefore, the quantity of retail stores and the ease with which customers can access the

establishments are crucial factors for physical businesses.

Table 6.3 Extent of influence of the following factors on the smartphone brand
choice of the respondents in terms of Place
Indicators Mean Verbal
Interpretation
58
1. Accessibility of the smartphone distributors 4.18 Influential
2. Quality of customer service of the smartphone 4.05 Influential
distributors
3. Knowledge, courtesy, and friendliness of 4.03 Influential
smartphone distributors’ staff
4. Availability of various smartphone models in 4.01 Influential
distributors’ stores
5. Transactional convenience in distributors’ stores 3.76 Influential
6. Design and layout of the distributors’ shop 3.67 Influential
Overall Mean 3.95 Influential
Legend: 4.20-5.00 (Highly Influential), 3.40-4.19 (Influential), 2.60-3.39 (Neutral), 1.80-2.59 (Less Influential), 1.00-1.79 (Not

Influential)

6.4 Extent of influence of the following factors on the smartphone brand choice of

the respondents in terms of Promotion

Table 6.4 reveals the extent of influence of the factors on the smartphone brand

choice of the respondents in terms of Promotion. It can be gleaned in the data below that

of all the indicators given, only one statement “availability of promos and discounts”

acquired a verbal interpretation of “highly influential” with a mean value of 4.35. In line

with this, marketing a product involves implementing promotional strategies such as

advertising, sales promotion, personal selling, public relations, and direct marketing.

These activities aim to inform, influence, persuade, and create brand awareness among

target consumers, ultimately leading to their acceptance and purchase of the offered

product (Tjiptono, Ali et al., 2018b). This further implies that customers are often

attracted to promos and discounts because promotion encourages them to believe that

they could gain more value than before. In addition, the main reason discounts attract

customers is the loss aversion principle hence, discounts create a sense of happiness by

59
releasing oxytocin, generate excitement, and make them feel smarter because they saved

money. Therefore, promotion has a significant positive effect on customer loyalty

through customer satisfaction.

Table 6.4 Extent of influence of the following factors on the smartphone brand
choice of the respondents in terms of Promotion
Indicators Mean Verbal
Interpretation
1. Availability of promos and discounts 4.35 Highly Influential
2. The popularity of smartphone endorser 3.79 Influential
3. Presence of TV, print, and social media 3.83 Influential
advertisement
4. Recommendation from salespeople and /or 3.76 Influential
representatives
5. Word-of-mouth from smartphone users 4.07 Influential
6. Availability of in-store promotion 3.91 Influential
Overall Mean 3.95 Influential
Legend: 4.20-5.00 (Highly Influential), 3.40-4.19 (Influential), 2.60-3.39 (Neutral), 1.80-2.59 (Less Influential), 1.00-1.79 (Not

Influential)

60
7 Significant relationship between the profile of the respondents and their

smartphone brand chocie

Table 7 called Chi-Square Tests shows a significant relationship between the

profile of the respondents and their smartphone brand choice. A p-value smaller than 0.05

indicates that there is a statistically significant relationship (at the 5 % level) in the test,

whereas a p-value larger than 0.05 suggests that there is not a statistically significant

relationship. As shown on the table, the computed p value of Civil Status (p= 0.000) and

Family Monthly Income (p= 0.009) are smaller than 0.05, which means a p-value smaller

than 0.05 suggests that the relationship is statistically significant (at the 5 % level). In this

case, the null hypothesis was rejected. Therefore, we can conclude that Civil Status and

amily Monthly Income has significant relationship to their smartphone brand choice.

Table 7. Significant relationship between the profile of the respondents and their
smartphone brand choice
Profiles Cramer’s V P-value Decision Conclusion

Age 0.160 0.446 Fail to reject Not Significant

Sex 0.193 0.153 Fail to reject Not Significant

Civil Status 0.356 0.000* Fail to reject Significant

Monthly Allowance 0.194 0.052 Fail to reject Not Significant

Family Monthly Income 0.211 0.009* Fail to reject Significant

Note: The p-value is significant below .05* Legend:

Description of the strength of the relationship for Phi/Cramer’s V:
Level of Association Verbal description
0.00-0.10 Little if any association

61
0.10-0.30 Low association
0.30-0.50 Moderate association
0.50 and above High association

8 Influence of product on the respondent’s smartphone brand choice

Table 8 shows the influence of product on the respondent’s smartphone brand

choice. As shown on the table, the computed p value of Current and Preferred

Smartphone brand choice is greater than 0.05 level of significance. In this case, the null

hypothesis was accepted. Therefore, we can conclude that the product has no positive

influence on the respondent’s smartphone brand choice.

Table 8. Influence of product on the respondent’s smartphone brand choice

Smartphone Brand Choice Cramer’s V P-value Decision Conclusion

Current Smartphone Brand 0.223 0.543 Fail to reject Not Significant

Preferred Smartphone 0.212 0.852 Fail to reject Not Significant

Brand

Note: The p-value is significant below .05* Legend:

Description of the strength of the relationship for Phi/Cramer’s V:
Level of Association Verbal description
0.00-0.10 Little if any association
0.10-0.30 Low association
0.30-0.50 Moderate association
0.50 and above High association

62
9 Effect price on the respondent’s smartphone brand choice

Table 9 shows the effect of price on the respondent’s smartphone brand choice.

As shown on the table, the computed p value of Current and Preferred Smartphone brand

choice is greater than 0.05 level of significance. In this case, the null hypothesis was

accepted. Therefore, we can conclude that prices have no positive effect on the

respondent’s smartphone brand choice.

Table 9. Effect price on the respondent’s smartphone brand choice

Smartphone Brand Choice Cramer’s V P-value Decision Conclusion

Current Smartphone Brand 0.216 0.770 Fail to reject Not Significant

Preferred Smartphone 0.213 0.836 Fail to reject Not Significant

Brand

Note: The p-value is significant below .05* Legend:

Description of the strength of the relationship for Phi/Cramer’s V:
Level of Association Verbal description
0.00-0.10 Little if any association
0.10-0.30 Low association
0.30-0.50 Moderate association
0.50 and above High association

63
10 Influence of place on the respondent’s smartphone brand choice

The table 10 shows the influence of place on the respondent’s smartphone brand

choice. As shown on the table, the computed p value of Current and Preferred

Smartphone brand choice is greater than 0.05 level of significance. In this case, the null

hypothesis was accepted. Therefore, we can conclude that place has no positive influence

on the respondent’s smartphone brand choice.

Table 10. Influence of place on the respondent’s smartphone brand choice

Smartphone Brand Choice Cramer’s V P-value Decision Conclusion

Current Smartphone Brand 0.225 0.678 Fail to reject Not Significant

Preferred Smartphone 0.218 0.846 Fail to reject Not Significant

Brand

Note: The p-value is significant below .05* Legend:

Description of the strength of the relationship for Phi/Cramer’s V:
Level of Association Verbal description
0.00-0.10 Little if any association
0.10-0.30 Low association
0.30-0.50 Moderate association
0.50 and above High association

64
11 Effect of promotion on the respondent’s smartphone brand choice

The table 11 shows the effect of promotion on the respondent’s smartphone brand

choice. As shown on the table, the computed p value of Current Smartphone brand is

0.029 which is smaller than 0.05 level of significance. In this case, the null hypothesis

was rejected. Therefore, we can conclude that promotion has a positive effect on the

respondent’s current smartphone brand.

Table 11. Effect of promotion on the respondent’s smartphone brand choice

Smartphone Brand Choice Cramer’s V P-value Decision Conclusion

Current Smartphone Brand 0.249 0.029* Fail to reject Significant

Preferred Smartphone 0.213 0.826 Fail to reject Not Significant

Brand

Note: The p-value is significant below .05* Legend:

Description of the strength of the relationship for Phi/Cramer’s V:
Level of Association Verbal description
0.00-0.10 Little if any association
0.10-0.30 Low association
0.30-0.50 Moderate association
0.50 and above High association

65
 CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter presents the summary of findings, conclusions, and

recommendations for the benefit of the sellers, buyers, mobile phone industry, and other

researchers.

Summary of Findings

Conclusions

Recommendations

66
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 APPENDIX

A
LETTER OF PERMISSION TO CONDUCT SURVEY

Republic of the Philippines

Mindanao State University – Marawi City
College of Business Administration and
Accountancy
Department of Marketing

December 14, 2022

Dear Respondent:

Greetings of Peace!

The undersigned are 4th year BSBA Marketing Management major students from the
College of Business Administration and Accountancy of Mindanao State University-
Main Campus, Marawi City who are currently conducting research with the title
“FACTORS INFLUENCING BRAND CHOICE OF SMARTPHONE USERS: THE
CASE OF STUDENTS IN MSU-MAIN CAMPUS, MARAWI CITY” This is to
comply with the requirement for the course, MKT199 (Thesis).

In this regard, we humbly request your assistance and cooperation by answering the
attached questionnaire. Rest assured that the results will be kept strictly confidential and
used only for academic purposes.

Thank you very much for your time and effort.

Respectfully yours,

NICOLE S. SEMORLAN MA. MELROSE D. CUBILLAS

Researcher Researcher

Noted by:

Dr. ALDRICH JUNE B. CARAECLE, REA, REB

Thesis Adviser

77
 APPENDIX

B
REQUEST LETTER

October 26, 2022

Dr. ANSANO M. AMPOG

University Registrar
This University

Thru: Prof. RONALD M. SILVOSA

ICTC Director
This University

Sir:

Greetings!

The undersigned are BSBA Marketing Management students who are currently conducting a
thesis entitled “FACTORS INFLUENCING BRAND CHOICE OF SMARTPHONE
USERS: THE CASE OF STUDENTS IN MSU-MAIN CAMPUS, MARAWI CITY” This is
in partial fulfilment of the requirements for the course MKT199 (Thesis Writing).

Anent this, we would like to request a copy of the population of the students by college for the
First Semester of A.Y. 2022-2023 from the Information and Communications Technology Center.
The data will be used as basis in designing the respondents of this study.

Your favorable response on this request will greatly help the success of this study.

Thank you very much. More power!

Very truly yours,

NICOLE S. SEMORLAN MA. MELROSE D. CUBILLAS

Researcher Researcher

Noted by:

Dr. ALDRICH JUNE B. CARAECLE, REA, REB

Thesis Adviser

78
 APPENDIX

C
SURVEY QUESTIONNAIRE

PART I. PROFILE OF THE RESPONDENT

Instruction: Please put a check (/) on the item that corresponds to your answer.

1. Age:
( ) 18 years old ( ) 19 – 20 years old
( ) 21 – 22 years old ( ) 23 years old and above
2. Sex
( ) Male ( ) Female
3. Civil Status
( ) Single ( ) Married
( ) Others (please specify):
4. Monthly Allowance
( ) ₱ 4,000 and below ( ) ₱ 4,001 – 5,000
( ) ₱ 5,001 – 6,000 ( ) ₱ 6,001 and above
5. Family Monthly Income
( ) ₱10,000 and below ( ) ₱10,001 – 20,000
( ) ₱20,001 – 30,000 ( ) ₱30,001 and above

PART II. SMARTPHONE BRAND CHOICE

Instruction: Please put a check (/) on the corresponding space for your response or
provide the answer(s) as requested.

1. What is the brand of your current smartphone?

( ) Samsung ( ) Huawei ( ) Realme
( ) Apple ( ) Oppo ( ) Infinix
( ) Xiaomi ( ) Vivo ( ) Lenovo
( ) Others, please specify:

2. What brand would you choose if you were to buy a smartphone again in the future?
( ) Samsung ( ) Huawei ( ) Realme
( ) Apple ( ) Oppo ( ) Infinix
( ) Xiaomi ( ) Vivo ( ) Lenovo
( ) Others, please specify:

79
APPENDIX

80
PART III: FACTORS AFFECTING SMARTPHONE BRAND CHOICE
Instruction: The following are statements regarding the factors that influence the brand
choice of smartphone. Kindly check the appropriate box that corresponds to your level of
influence using the scale below.

Not Influential Less Neutral Influential Highly

(NI) Influential (N) (I) Influential
(LI) (HI)
1 2 3 4 5
This implies a This implies a This implies a This implies a This implies a
lack of less influence fair decision good influence high influence
influence on on the on the on the on the
the indicator indicator indicator cited indicator cited indicator cited
cited measuring cited measuring the measuring the measuring the
the effect of the effect of the effect of the effect of the
measuring the
factors in factors in factors in factors in
effect of the
choosing a choosing a choosing a choosing a
smartphone factors in smartphone smartphone smartphone
brand of the choosing a brand of the brand of the brand of the
MSU students. smartphone MSU students. MSU students. MSU students.
brand of the
MSU
students.

Not Less Highly

PRODUCT Influential Influential Neutral Influential Influential
1 2 3 4 5
1. Smartphone
features
2. Smartphone
design
3. Smartphone
durability
4. Smartphone
performance
5. Product
warranty
6. Smartphone
storage
capacity

81
7. Others, please specify:

Not Less Highly

PRICE Influential Influential Neutral Influential Influential
1 2 3 4 5
1. Price of
the
smartphone
2. Smartphone
price
affordability
3. Reasonableness
of the
smartphone
price
4. Price
differentiation
in smartphone
products
5. Perceived
quality due to
price
6. Perceived social
status due to
price
7. Others, please specify:

Not Less Highly

PLACE Influential 1 Influential Neutral Influential Influential
2 3 4 5
1. Accessibility
of the
smartphone
distributors
2. Quality of
customer
service of the
smartphone
distributors

82
3. Knowledge,
courtesy, and
friendliness of
smartphone
distributors’
staff
4. Availability of
various
smartphone
models in
distributors’
stores
5. Transactional
convenience in
distributors’
stores
6. Design and
layout of the
distributors’
shop
7. Others, please specify:

Not Less Highly

PROMOTION Influential 1 Influential Neutral Influential Influential
2 3 4 5
1. Availability of
promos and
discounts
2. The popularity
of smartphone
endorser
3. Presence of TV,
print, and
social media
advertisement
4. Recommendati
on from
salespeople
and /or
representatives

83
5. Word-ofmouth
from
smartphone
users
6. Availability of
in-store
promotion
7. Others, please specify:

Thank you for your participation in this survey, your time and effort are appreciated.

84
 APPENDIX
D
CERTIFICATION FROM STATISTICIAN

Mindanao State University Marawi City

College of Business Administration and Accountancy

CERTIFICATE OF DATA ANALYSIS

This is to certify that the research study entitled “FACTORS INFLUENCING BRAND
CHOICE OF SMARTPHONE USERS: THE CASE OF STUDENTS IN MSU-
MAIN
CAMPUS, MARAWI CITY” prepared and submitted by MA. MELROSE D.
CUBILLAS and NICOLE S. SEMORLAN have been statistically reviewed and analyzed
by the undersigned.

Certification issued by:

JUNRY P. BACALSO
Statistician
Date: 01/07/2023

85
 APPENDIX
E
CERTIFICATION FROM THE CONTENT VALIDATORS

CERTIFICATION

This is to certify that the content of the survey questionnaire used in the research

study of MA. MELROSE D. CUBILLAS AND NICOLE S. SEMORLAN with the title

“FACTORS INFLUENCING BRAND CHOICE OF SMARTPHONE USERS: THE

CASE OF STUDENTS IN MSU-MAIN CAMPUS, MARAWI CITY” has undergone

thorough review and validation.

This certification is issued upon the request of the candidate as a proof of his
compliance.

Given this 5th day of December 2022.

Prof. DIANA RUTH L. BICO, REA, REB

Faculty, Marketing Department

College of Business Administration and Accountancy

Mindanao State University – Main Campus

Prof. RALPH S. BUCA, MBM

Faculty, Marketing Department

College of Business Administration and Accountancy

Mindanao State University – Main Campus

86
 APPENDIX
F
CERTIFICATION FROM THE PROOFREADER

CERTIFICATION

This is to certify that the thesis of MA. MELROSE D. CUBILLAS AND

NICOLE S. SEMORLAN with the title “FACTORS INFLUENCING BRAND

CHOICE OF

SMARTPHONE USERS: THE CASE OF STUDENTS IN MSU-MAIN CAMPUS,

MARAWI CITY” has undergone the technical review such as: format and grammar.

This certification is issued upon the request of the candidate as a proof of his
compliance.

Given this _th day of January 2023.

Name & Signature of the Proofreader

Affiliation of the Proofreader

87
 APPENDIX
G
CURRICULUM VITAE

PERSONAL DATA

Name: Nicole S. Semorlan

Date of Birth: February 18, 2001
Civil Status: Single
Nationality: Filipino
Address: Cabadbaran City, Agusan del Norte
E-mail Address: nicolesemorlan13@gmail.com
Mobile Phone: 09464669976

EDUCATIONAL ATTAINMENT

Undergraduate Bachelor of Science in Business Administration

Major: Marketing Management (Advertising)
Mindanao State University – Main Campus, Marawi City

Secondary Candelaria Institute of Technology of Cabadbaran, Inc., 2019

Function St. Cabadbaran City, Agusan del Norte

Elementary North Cabadbaran Central Elementary School, 2013

Cabadbaran City, Agusan del Norte

88
 CURRICULUM VITAE

PERSONAL DATA

Name Ma. Melrose D. Cubillas

Date of Birth: January 18, 2001
Civil Status: Single
Nationality; Filipino
Address: Pagadian City, Zamboanga del Sur
E-mail Address: melrosecubillas18@gmail.com
Mobile Phone: 09300602819

EDUCATIONAL ATTAINMENT

Undergraduate Bachelor of Science in Business Administration

Major: Marketing Management (Advertising)
Mindanao State University – Main Campus, Marawi City

Secondary Zamboanga del Sur National High School, 2017

Sta. Maria, Pagadian City

Saint Columban College – SHS, 2019

San Francisco, Pagadian City

Elementary Camp Abelon Elementary School, 2013

Lumbia, Pagadian City

89
 APPENDIX H CERTIFICATE OF AUTHENTIC AUTHORSHIP

We hereby certify that this paper is crafted on our own and, made to the best of our

pedantry and all the sponsorship of information prior to this manuscript’s information is

duly acknowledged and disclosed. We have properly cited all the sources of data’s we

attained, the ideas or phrases that we occupied and paraphrase in the document. The

existing sources of this paper are credited in accordance with the general standards of

professional publications. Lastly, we certify that this paper was prepared and made for

academic and all any legal purposes.

Prepared by:

MA. MELROSE D. CUBILLAS

Researcher

NICOLE S. SEMORLAN
Researcher

90