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Background of the studyThis research outlines the factors that influenced smartphone brand preferences among students. In order to stand out in a competitive and innovative market, mobile phone manufacturers have entered the market with diversification and reasonable prices. This study is mostly on university students since they are youthful and are frequent user of smartphones (Khan & Rohi, 2013). Brand preferences are closely connected to brand choices and can impact consumer buying decisions (Petruzzellis, 2010).

There are various variables which influence brand preferences and these include brand popularity, price, product attributes, social influences and marketing communications (Tekin, 2016). This investigation explored these factors and discovered ways they could help marketers to enhance their competitive advantages.

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