(University of Management and Technology Lahore, 2017) Javed, Madiha
In this study we explore the effects of various factorsin selecting a specific mobile brand by students of different universities of Lahore.Multinomial logistic model has been utilized to check significance and effect of the variables. Results revealed that gender, age, discipline of study, job status, no. of family members, no. of employed family members and mobile phone price has turned out to be statistically significant indicators for selection of mobile brand. Gender, age, discipline of study, job status and no. of family member have positive effect on selecting mobile brands such as Samsung, Nokia, LG, Huawei and Others. While no. of employed family members and mobile phone price have negative effecting on selecting these brands.