Abstract:
The study is titled Factors Affecting Buying Decision for Mobile Phone: The Case of Wachemo
University 2008 E.C Graduating Class Student. The purpose of this study was to explore the
factors affecting buying decision for mobile phone the case of Wachemo University 2008
graduating students. The study was built upon seven important factors i.e. price, brand image,
product features, usability, after sales service, sex and average family income with respect to
buying decision. In order to accomplish the objectives of the study, a sample of 139 students
were taken by using stratified sampling technique. Both primary and secondary data were
explored. Primary data was collected through questionnaire that was pretested by using pilot
survey to test the validity of the measurement. After the data were collected, it was presented by
using descriptive statistics: table, graph, mean and standard deviation. Multiple linear
regression model was used to examine the effect of independent variables on buying decision of
the students. From the analysis, it was clear that price, usability and features of product were
very influencing factors among the students. The study suggested that the mobile phone
producers and seller should consider the above mentioned factors while providing to students.
The producers and sellers should consider the income level of the country specially, developing
country and also it is recommendable to offer incentives of various types, for example, reducing
price and establishing systems like down payment to attract students.
