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iPrefer: A Qualtative Study of the Drivers of Brand Preference in the Swedish Smartphone Market
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies. (Jukka Hohenthal)
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies. (Jukka Hohenthal)
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Problem Discussion: The rapid development of the smartphone market led formerly well-established brands to subdue to new entrants. Understanding what drives brand preferences within the dynamic smartphone market is key to formulating marketing efforts that influence purchase intentions.

Research Objective: To qualitatively explore how a brand's equity drives Uppsala University students brand preferences within the Swedish smartphone market. Furthermore, to suggest how to increase the level of brand preference that may lead to increased purchase intentions for smartphones.

Research Question: a) What are the drivers of brand preferences for Uppsala University students within the Swedish smartphone market? b) How do these brand preferences influence purchase intentions?

Method: A qualitative approach is adopted through conducting semi- structured interviews with Uppsala University students. The empirical findings are set against a theoretical framework in order to identify drivers of brand preferences and how they influence purchase intentions.

Conclusion: The findings indicate that the Swedish smartphone market appears to be functionally oriented. Perceived quality emerges as the main driver of brand preferences.

Place, publisher, year, edition, pages
2012. , 41 p.
Keyword [en]
Brand Equity, Brand Perception, Brand Preference, Purchase Intention, Smartphone, Perceived Quality
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-176143OAI: oai:DiVA.org:uu-176143DiVA: diva2:534392
Subject / course
Business Studies
Educational program
Master Programme in Social Sciences
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2012-06-18 Created: 2012-06-16 Last updated: 2012-06-18Bibliographically approved

Open Access in DiVA

iPrefer - A Qualitative Study of the Drivers of Brand Preferences in the Swedish Smartphone Market(989 kB)8100 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
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