DefinePK

Abstract

This study examines the purchase intentions of university students regarding iOS (Apple) and Huawei smartphones, delving into the factors shaping their preferences. Using a structured survey, data was collected on students' demographic profiles, current smartphone usage, satisfaction levels, brand perceptions, and key decision-making criteria. The survey also explored the influence of social circles, brand loyalty, and the appeal of promotional offers, alongside attitudes toward technological advancements like 5G connectivity. The findings highlight distinct patterns of brand preference and their underlying drivers. Apple (iOS) smartphones were associated with a strong brand image, premium features, and perceived reliability, while Huawei gained recognition for competitive pricing and advanced technological offerings. Price sensitivity emerged as a critical factor, yet features like battery life, design aesthetics, and camera quality also heavily influenced decisions. Additionally, social influences, including recommendations from friends and family, were pivotal in shaping purchase intentions. Notably, students who favored iOS cited ecosystem integration as a key motivator, while Huawei users prioritized innovation and affordability. The study reveals that promotional offers significantly impact purchase likelihood, with a marked preference for 5G-enabled devices. Insights into brand loyalty underscore the importance of customer service and after-sales support, with a notable openness among students to switch brands if incentivized by better features or pricing. These findings provide valuable implications for smartphone manufacturers to tailor their marketing strategies and product offerings to meet the evolving preferences of university students, fostering greater engagement and brand affinity.
Keywords: Purchase Intention, Smartphone Preferences, IOS (Apple), Huawei, University Students.