Understanding College Students' Brand Preference For Laptop Computers And Smartphones: An Analysis Across Disciplines

Abstract

This study investigates college students' brand preferences for laptop computers and smartphones across various academic disciplines. Drawing upon recent research on technology adoption and consumer behavior, the study aims to fill existing research gaps by exploring potential variations in brand preferences among students from different academic backgrounds. Data were collected from 380 college students across Arts and Science, Engineering, and Education (B.Ed.) colleges through surveys, with statistical analyses, including ANOVA, conducted to compare brand preferences both between and within different college disciplines. The results reveal minimal variation in brand preferences between disciplines but considerable variability within each discipline, suggesting the influence of individual factors. While overall preferences remain consistent across disciplines, marketers are encouraged to recognize and address the nuanced differences within each group to enhance brand engagement and loyalty. This study offers valuable insights for marketers seeking to effectively tailor their strategies to resonate with college students' preferences in the ever-evolving landscape of technological devices.