Towards the Propensity of Consumer's Brand Selection: A Case of Mobile Phone

This paper has conducted a case study on the propensity of brand selection for university students in mobile phone market. Utilizing the data obtained from the first hand investigation, the authors have proposed six hypotheses initially, and then testified their validity employing Structural Equation Model (SEM). Our findings tell that, the target university students' decision of purchasing or repurchasing mobile phone depends on the product's function, identity, style and advertisement. We expect our findings and recommendations could be helpful to corresponding manufacturer and outlet operators.