Factors Affect Mobile Phone Brand Choices – Studying the Case of Jordan Universities Students

Abstract

The aim of this research is to examine the main factors affect mobile phone brand choice from a behavioral perspective, through analyzing a set of pre-behavior and post-behavior factors from a Jordanian customer’s perspective, the research adds value to the behavior analysis literature by expanding the scope of the Behavior Perspective Model (BPM) applications within a real behavior setting. Using a structured questionnaire consisted of a pre-tested set of questions, which were distributed to a hundreds of respondents in three main Jordanian universities. A Multinomial Logistic Regression analysis is used to investigate the predetermined factors that affect mobile phone brand choice as proposed by the BPM. Research results, conclusions, recommendations and future researches are also discussed.