Introduction
This chapter presents the findings that obtained from the interviews conducted with senior high school students that illustrates the topic about “Exploring the Factors of Influencing the Cellphone Brand Choices among Senior High School students in Luzviminda National High School.It elaborates the cellphone brand choices of (SHS) students that helps them understand and let them explore the factors of influencing when choosing a cellphone brands.
Findings
General Perception of Cellphone Brands
1. Participants expressed varying opinions about “What cellphone brand did they currently use? And why did you choose it?”
Participant 1
“I'm using Vivo the latest one because it’s affordable and has features that fit my needs.”
Participant 2
“My current phone is Oppo i choose it because it is durable and the feature is also good”
Participant 3
“I’m currently using Redmi and my experience of choosibg that is chaotic becauss the seller influenced me to buy it.”
Participant 4
“I’m using Infinix hot 30i and my father choose it not me.”
Participant 5
“Huawei Y9 i chose it because the camera quality was good and it also gaming phone.”
Participant 6
“Infinix because the battery health is good and it’s a gaming phone and it fits my needs.”
Participant 7
“My phone is realme c25 and I don’t choose it my sister did for me.”
Participant 8
“Vivo because it has a good quality and good evaluation by the other users.”
Participant 9
“Iphone because it has a good camera quality and it meet my standards on features.”
Participant 10
“Redmi because the seller offers it to my mom and she was influenced by them.”
Participant 11
“Right now, im using tecno camon 30 because I was influenced by my friend and he also have that brand and recommend that to me.”
Participant 12
“My current cellphone brand is Samsung because it has a good features like the camera and also the battery life was great.”
Interpretation
The findings suggest that cellphone brand choices among participants are shaped by a blend of practical needs, such as affordability and technical features, and external influences, including family, friends, and sellers. This reflects a dynamic interplay of personal preferences, social validation, and situational factors in the decision-making process.
2. This study explores the consumer's perceptions of “How do they generally perceive popular cellphone brands such as Samsung, Apple, and Huawei. It highlights user preferences, favorite brands, and the reasons behind their choices, providing insight into what drives brand loyalty and satisfaction.
Participant 1
“Apple because it’s unique.”
Participant 2
“I don’t have any favorite whatever cellphone i get, it’s fine with me.”
Participant 3
“I don’t have a favorite phone.’
Participant 4
“The other cellphone brands are good but some of them is I haven’t tried so right now I don’t have a favorite.”
Participant 5
“Red Magic phone because of its high quality gaming process.”
Participant 6
“My favorite is Samsung because Samsung phones have long battery life, while iPhones drain quickly. The iPhone only stands out for its camera, but when it comes to battery life, Samsung wins.
Participant 7
“My favorite is samsung because it has a good quality.”
Participant 8
“The Apple because it was my current phone.”
Participant 9
“I’ll just say samsung because it take a long time before it broke.”
Participant 10
“Right now i have a favorite and i also want that cellphone brand but I can’t afford it so i just settle on rhe affordable brands.”
Participant 11
“My favorite cellphone brand is Apple because i tried their cellphone brand before and I was very amazed by the quality of the camera.”
Participant 12
“My favorite cellphone brand right now is samsung because im using it right now and i also find it very great like the battery life was good and the camera also.”
Interpretation
The findings reveal a diverse range of consumers perceptions and preferences towards popular cellphone brands like Apple, Samsung, and Huawei. Apple is often regarded as unique, especially for its camera quality, which attracts users who value premium features. Samsung stands out for its durability, long battery life, and overall quality, making it a preferred choice for many. Some participants, however, lack strong brand loyalty or have no particular favorite, either because they haven’t tried multiple brands or because they prioritize affordability over brand preference. Others, like those who favor brands like Red Magic, highlight specific features such as gaming performance as key decision factors. Overall, the results indicate that factors like battery life, camera quality, and durability play significant roles in shaping consumer preferences and brand loyalty.
Key Factors in Brand Choice
3. Choosing a cellphone brand is very crucial to everyone especially to the students so they were asked if “What are the most important factors you consider when choosing a cellphone brands? ( ex: price,features,brand reputation,and also the design).
Participant 1
“For me, the features of the cellphone and also the price because as a practical person we should consider that factors.’
Participant 2
“Maybe the brand reputation.”
Participant 3
“I consider the price because maybe its expensive.”
Participant 4
“The features and also the price.”
Participant 5
“The design.”
Participant 6
“The specs of that cellphone.’
Participant 7
“The design and specially the price.”
Participant 8
“The price and the features.”
Participant 9
“The processor.”
Participant 10
“Before i depends on the price but now on the camera.”
Participant 11
“I depends on price and also on the ccamera”
Participant 12
“The factors that I’ve consider is the brand reputation and the design.”
Interpretation
The findings reveal that when choosing a cellphone brand, a variety of factors influence students’ decisions, with price and features being the most commonly mentioned considerations. Many participants emphasized the importance of balancing affordability with functional features, such as camera quality, processor, and specifications. Design also played a significant role for some, with a few participants specifically noting it as a key factor. Brand reputation was another important consideration, though less frequently mentioned than price and features. Overall, the data suggests that students prioritize a mix of practical aspects, including cost-effectiveness, functionality, and aesthetics, when making their cellphone brand choices.
4. The following findings explore how “Does the price of the cellphone significantly affect your brand choices?” As price is often a crucial factor in purchasing decisions, especially for students, this section examines the extent to which affordability impacts the preference for specific cellphone brands. The responses reveal a range of perspectives, from those who prioritize cost to others who balance price with other features such as quality and design.
Participant 1
“Yes, if the price was high there’s a possibility that the cellphone has a good quality.”
Participant 2
“Yes, because of its high cost.”
Participant 3
“If you really love that phone even though it’s expensive you’ll make a way to buy it.”
Participant 4
“ Yes, because if it’s very expensive we can’t afford it even if you want it very much.”
Participant 5
“Yes,because sometimes I don’t have money for it.’
Participant 6
“The brand that i really love was very expensive so that I can’t afford it.”
Participant 7
“No.’
Participant 8
“Yes”
Participant 9
“No, why would we buy to the expensive one when the other cellphone brand that offers a good quality also so we just settle for affordable one.”
Participant 10
“Yes,because if it’s too expensive for practical person like us we won’t buy that and just settle on the affordable brands.”
Participant 11
“No,because if I really want to have that phone i would do everything to get my dream phone.”
Participant 12
“No.”
Interpretation
The findings reveal mixed perspectives on how the price of a cellphone affects brand choices. For some participants, price is a crucial factor, as they are unable to afford more expensive models, even if they desire them, and prefer more affordable options with good quality. Others suggest that a higher price often implies better quality, and they are willing to stretch their budget to purchase a brand they love, even if it is expensive. However, a few participants prioritize affordability and practicality, opting for reasonably priced brands that still meet their needs. Overall, while price influences decisions for many, others are willing to invest in their preferred brand despite the cost.
5.This section explores “How important is it to you that your cellphone has the latest technology and features, such as camera quality, battery life, and processing power” in a cellphone. As technology rapidly evolves, these features play a significant role in shaping consumer preferences. The following findings highlight how these aspects influence the decision-making process for different individuals.
Participant 1
“Maybe in the conveniences that it has because when you’re using the old version phone you might be left behind in the latest updates.”
Participant 2
“Battery life and the quality that it has.”
Participant 3
“It’s not very to me.”
Participant 4
“The processing power of course.”
Participant 5
“Camera quality.”
Participant 6
“Other said that if the cellphone is good there’s a possibility that it also has a goid quality ang can be used more better.”
Participant 7
“The battery life and the processing power.
Participant 8
“Of course the battery life.”
Participant 9
“The battery life is very important because when you bring it to school it doesn’t ran out of battery immediately.
Participant 10
“Processing power.”
Participant 11
“The camera quality and also the battery life.”
Participant 12
The important factors to me is the camera quality to capture with better quality.”
Influence by Social Circle
6.This section is talking about “Does your friends, family, and classmates influence your choice on cellphone brand?In what way?”. As social circles often play a significant role in shaping preferences, the following findings explore how recommendations, opinions, and shared experiences can impact purchasing decisions when it comes to choosing a cellphone brand.
Participant 1
“Maybe i am influenced by them because when you that phone from them or they recommend it to you-you will be influenced because of the features that it has and in family it because it’s their money.”
Participant 2
“No”
Participant 3
“No”
Participant 4
“Yes,by recommendations from them.”
Participant 5
“No”
Participant 6
“No,because they also had no idea.”
Participant 7
“Yes my mom because she agreed by the recommendation of the seller.”
Participant 8
“Yes by my sister.”
Participant 9
“No”
Participant 10
“No”
Participant 11
“Yes because my aunts wants.”
Participant 12
“No”
Interpretation
The findings reveal a divided perspective on the influence of friends, family, and classmates in choosing a cellphone brand. For some participants, recommendations and opinions from family members or friends play a significant role in shaping their decision, with some being swayed by the features or endorsements from trusted individuals like parents or siblings. However, many others assert that their choice is not influenced by social circles, as they either prefer to make independent decisions or believe that their family and friends lack sufficient knowledge to offer meaningful advice. Overall, while recommendations do impact some individuals, others prioritize personal preferences or other factors when selecting a cellphone brand.
7.This section explores the individuals if they “Have ever chosen a cellphone brand based on recommendations from others. As word-of-mouth and advice from friends, family, or peers can heavily influence purchasing decisions, the following findings examine the extent to which external recommendations shape brand choices when selecting a cellphone.
Participant 1
“Yes i switched cellphone brand from MyPhone to Vivo.”
Participant 2
“No”
Participant 3
“No”
Participant 4
“Yes”
Participant 5
“No”
Participant 6
“No,because i depends on personal information not from the recommendations.”
Participant 7
“Yes,because it was good for gaming use.”
Participant 8
“Yes,recommended by my family.”
Participant 9
“Yes becauss my aunt has it too and she recommended it to me.”
Participant 10
“No”
Participant 11
“Yes,my cousin recommended it to me.”
Participant 12
“No”
Interpretation
The findings reveal that recommendations from others have influenced some individuals’ decisions in choosing a cellphone brand, with several participants switching brands or selecting specific models based on suggestions from family members, friends, or peers. For example, some participants chose brands for their gaming performance or because a relative had a positive experience with the brand. However, a significant number of respondents indicate that they make independent decisions based on personal preferences and information rather than relying on recommendations. Overall, while recommendations do play a role for some, many individuals still prioritize personal research and preferences when selecting a cellphone brand.
Brand Loyalty
8.This section examines whether individuals demonstrate brand loyalty when it comes to choosing a cellphone, and if so, what factors contribute to their continued preference for a particular brand. As brand loyalty can be influenced by factors such as product quality, user experience, and emotional connection, the following findings explore the reasons behind consumers’ commitment to specific cellphone brands.
Participant 1
“No”
Participant 2
“No”
Participant 3
“No”
Participant 4
“No”
Participant 5
“No”
Participant 6
“No”
Participant 7
“No”
Participant 8
“No”
Participant 9
“No”
Participant 10
“No”
Participant 11
“No”
Participant 12
“No'
Interpretation
The findings indicate that none of the participants demonstrate brand loyalty when it comes to choosing a cellphone. All respondents express a lack of attachment or preference for a particular brand, suggesting that factors such as product quality, user experience, or emotional connection may not strongly influence their purchasing decisions. This suggests that, for this group, brand loyalty does not play a significant role in their choices, and they may be more likely to switch brands based on other factors such as price, features, or availability.
9.This section explores whether individuals have switched cellphone brands in the past, and if so, what factors influenced their decision to make a change. As consumers often reassess their needs and preferences over time, the following findings examine the reasons behind brand-switching, including considerations such as product performance, features, price, and user experience.
Participant 1
“ Yes,I changed once before I use MyPhone but now im using the latest Vivo.”
Participant 2
“No, I haven’tchanged my phone because of money.”
Participant 3
“ No”
Participant 4
“Before I use oppo and now I change on iphone because of it’s camera.”
Participant 5
“Yes,Vivo to Huawei Y9.”
Participant 6
“Yes from Samsung to Oppo.”
Participant 7
“Yes from Realme to Samsung.”
Participant 8
“No”
Participant 9
“No”
Participant 10
“No”
Participant 11
“No”
Participant 12
“No”
Interpretation
The findings reveal that some individuals have switched cellphone brands in the past, with factors such as improved camera quality, better features, or personal preferences driving their decisions. For example, participants mentioned switching from MyPhone to Vivo, Oppo to iPhone, and Realme to Samsung, often citing specific features like camera performance or overall brand reputation. However, a majority of participants have not switched brands, with reasons including financial constraints or satisfaction with their current devices. Overall, while some individuals are motivated to switch brands based on product performance or features, many remain loyal to their current brand due to budget limitations or contentment with their existing phone.
Marketing and Advertising
10.This section explores the impact of “How much marketing campaigns, such as advertisements and social media promotions, on individuals’ decisions when choosing a cellphone brand. In today’s digital age, marketing plays a significant role in shaping consumer preferences, and the following findings examine how these promotional strategies influence brand selection and purchasing behavior.
Participant 1
“Now the social media is being a way of promoting the cellphone and their features also so they can influence you through online platforms.”
Participant 2
“Social media promotions influence my decision sometimes.”
Participant 3
“No I am not depending on that recommendations.”
Participant 4
“None”
Participant 5
“Social media promotions influence me also.”
Participant 6
“None of them influence my decision because im basing personally and in its specs.)
Participant 7
“None”
Participant 8
“None”
Participant 9
“None it just the seller who influence me to buy that.”
Participant 10
“None”
Participant 11
“None
Participant 12
“None”
Interpretation
The findings show a mixed response regarding the influence of marketing campaigns, such as advertisements and social media promotions, on cellphone brand choices. Some participants acknowledge that social media promotions and online advertisements can influence their decision, highlighting the impact of digital marketing in shaping their preferences. However, a majority of respondents assert that marketing efforts do not significantly affect their choices, with many preferring to rely on personal research, product specifications, or the recommendations of sellers rather than external promotional content. Overall, while marketing campaigns have an effect on a few individuals, most participants prioritize other factors in their purchasing decisions.
11.This section examines whether “Do celebrity endorsements or influencer recommendations have an impact on individuals’ perceptions of cellphone brands. With the rise of social media and influencer culture, many consumers are influenced by public figures’ endorsements, which can shape their views on products. The following findings explore if celebrity and influencer endorsements influence consumer attitudes toward selecting a cellphone brand.
Participant 1
“No,even though the one who endorse it is popular they still base on the brand features.”
Participant 2
“No”
Participant 3
“No”
Participant 4
“No”
Participant 5
“Yes”
Participant 6
“No”
Participant 7
“No”
Participant 8
“Yes”
Participant 9
“Yes”
Participant 10
“Yes very important”
Participant 11
“No”
Participant 12
“Yes”
Interpretation
The findings indicate that celebrity endorsements and influencer recommendations have a varying impact on individuals’ perceptions of cellphone brands. While some participants state that they are not influenced by public figures, believing that product features should be the primary consideration, others acknowledge that celebrity or influencer endorsements do affect their decision-making process. For these individuals, the endorsement of a product by a well-known figure can play a significant role in shaping their view of a brand. Overall, while a few respondents are swayed by influencer culture, the majority prefer to base their decisions on product features rather than the popularity of the endorsers.
Product Features and Innovation
12.This section explores “How important specific features such as camera quality, battery life, design, and operating system when choosing a cellphone brand. As consumers increasingly prioritize functionality and user experience, these features often play a crucial role in their decision-making process. The following findings examine how much weight individuals place on these key aspects when selecting a cellphone brand and how they influence their overall preferences.
Participant 1
“Maybe my first factors when choosing a cellphone is camera and the battery life that’s all.”
Participant 2
“The best in choosing a cellphone is better check the battery life and the operating system.”
Participant 3
“Very important because what if the quality was not good and you still buy it.
Participant 4
“The camera quality.”
Participant 5
“The battery life.”
Participant 6
“The operating system and camera.”
Participant 7
“The features.”
Participant 8
“The battery life and operating system.’
Participant 9
“The camera quality.”
Participant 10
“The battery life is very important especially to those who work and studying.”
Participant 11
“The processor.”
Participant 12
“The quality of the camera.”
Interpretation
The findings reveal that specific features such as camera quality, battery life, and operating system are highly important factors for most individuals when choosing a cellphone brand. Many participants emphasize the significance of camera quality, particularly for capturing high-quality photos, while others highlight the importance of battery life, especially for those who work or study extensively. Additionally, the operating system is also a key consideration for some, as it impacts the overall user experience. While each individual may prioritize different features, it is clear that functionality and performance play a central role in guiding purchasing decisions.
13.This section explores whether individuals “Would they be willing to switch cellphone brands in exchange for better features or improved performance. As consumers increasingly seek devices that meet their specific needs and expectations, the decision to change brands often depends on the availability of superior technology or enhanced functionality. The following findings examine how willing individuals are to switch to a different brand when presented with a more advanced or higher-performing option.
Participant 1
“Yes”
Participant 2
“Maybe”
Participant 3
“Of course yes.”
Participant 4
“Yes”
Participant 5
“Yes i would definitely.”
Participant 6
“ Yes of course.”
Participant 7
“Yes”
Participant 8
“Yesss”
Participant 9
“Yes”
Participant 10
“No”
Participant 11
“ Yes”
Participant 12
“Yeah”
Interpretation
The findings indicate a strong willingness among most participants to switch cellphone brands if offered better features or improved performance. A majority express openness to changing brands in search of more advanced technology or superior functionality, with some even stating they would definitely make the switch. However, a small number of respondents, like Participant 10, are not as willing to change brands, suggesting that factors other than performance—such as brand loyalty or satisfaction with their current device—may influence their decisions. Overall, the results highlight that for most consumers, enhanced features and performance are key drivers in the decision to switch brands.
Price Sensitivity and Budget
14.This section examines how “Does your budget heavily impact your cellphone brand choice”. As price is often a key consideration in purchasing decisions, this section also looks into whether certain brands are avoided due to their high cost. The following findings highlight how much consumers’ budgets affect their choices and whether affordability plays a significant role in steering them toward or away from specific brands.
Participant 1
“Yes”
Participant 2
“Yes”
Participant 3
“Yes”
Participant 4
“No if you really want that you’ll make a way to get it.
Participant 5
“Yes”
Participant 6
“No”
Participant 7
“ Yes”
Participant 8
“Yes”
Participant 9
“No maybe.”
Participant 10
“Yes of course sometimes we’reshort when it comes to money.”
Participant 11
“No”
Participant 12
“Yes”
Interpretation
The findings reveal that for most participants, budget plays a significant role in their choice of cellphone brand, with many acknowledging that financial constraints impact their purchasing decisions. Several participants express that they are more likely to select a brand that fits within their budget, while others indicate that they would avoid more expensive brands due to cost limitations. However, a few participants mention that if they strongly desire a particular brand, they would find a way to afford it, suggesting that desire and determination may sometimes outweigh budgetary concerns. Overall, the majority of consumers are influenced by price when choosing a cellphone brand, while a smaller group is less affected by cost.
15.This section explores whether individuals “Thinks that more expensive cellphone brands offer much better quality or are there are affordable brands that provide similar value. As pricing often reflects perceived quality, the findings examine how consumers view the relationship between price and performance, and whether they feel that budget-friendly options can meet their needs without compromising on key features. The following findings provide insight into consumer perceptions of value and quality across different price points in the cellphone market.
Participant 1
“ Yes”
Participant 2
“Yes”
Participant 3
“Yes”
Participant 4
“Yes of course
Participant 5
“Yes”
Participant 6
“Yes”
Participant 7
“Yes”
Participant 8
“Yes”
Participant 9
“Of course “
Participant 10
“Yes they can provide better quality wirh low price”
Participant 11
“Yes'
Participant 12
“Yes”
Interpretation
The findings indicate a strong belief among participants that more expensive cellphone brands generally offer better quality, with nearly all respondents agreeing that higher-priced brands provide superior performance. However, some participants also acknowledge that affordable brands can still deliver good quality, with one stating that lower-priced options can offer comparable value. Overall, while the majority of participants associate higher prices with better quality, there is a recognition that budget-friendly brands can meet consumers’ needs without significant compromises on key features. This suggests that while price often influences perceptions of quality, affordability is still an important consideration for many costumers.
Peer Pressure
16.This section explores whether “Have they ever felt pressure to buy a particular cellphone brand because it is popular among their peers or perceived as trendy”. In today’s consumer culture, the influence of social trends and peer opinions can significantly impact purchasing decisions. The following findings examine how much social pressure or the desire to align with popular trends influences consumers’ choices when selecting a cellphone brand.
Participant 1
“ No”
Participant 2
“No”
Participant 3
“No never”
Participant 4
“Yes becauss they use expensive phone.”
Participant 5
“No”
Participant 6
“No”
Participant 7
“No”
Participant 8
“No”
Participant 9
“No”
Participant 10
“No”
Participant 11
“No'
Participant 12
“No”
Interpretation
The findings suggest that most participants do not feel pressured to buy a particular cellphone brand due to its popularity or trendiness among their peers. A significant number of respondents express that they make their purchasing decisions independently, without being influenced by social trends. However, one participant does acknowledge feeling pressure to buy an expensive phone because others use it, indicating that peer influence may have some effect on brand choice for certain individuals. Overall, while social pressure may play a role for a small minority, the majority prioritize personal preferences over trends when selecting a cellphone brand.
