The study on consumer decision making styles of mobile phone among the students in Universiti Teknologi MARA Permatang Pauh, Pulau Pinang / Zarina Mohamed

This paper aims to identify the decision-making styles of university level students in UiTM Permatang Pauh,Penang, specifically the research sought to identify the purchasing decision styles among the university level students, with main hypothesis that states, the university level students in UiTM Permatang Pauh, Penang do not have a certain a decision making styles when purchasing a mobile phone, the researchers applied a tested research instrument of ( Sproles & Kendall, 1986) to measure the consumer decision making style. A simple random sampling technique was utilized, thus 370 questionnaires have been distributed to UiTM student Permatang Pauh, Penang, the findings revealed that the university level student in UiTM follow a decision making styles that characterized by brand conscious, price conscious, and brand-loyal customer. Besides it concluded that male and female UiTM students do have some differences in their choices and the way they decide when they buy a mobile phone.