Assessing the Impact of Subjective Norms on Consumer Preferences for Different Smartphone Brands at DSM

Abstract

This study examined the impact of subjective norms on consumer preferences for different smartphone brands among students at the University of Dar es Salaam (UDSM). The study aimed to determine how social influence through peers, family, and community expectations affects consumers’ brand choices and purchase intentions. A mixed research approach and cross-sectional design were employed to collect and analyze data from 382 respondents. The sample was determined using the Raosoft calculator from a population of approximately 45,000 students. Data were collected through structured online questionnaires and Interviews and analyzed using the Statistical Package for the Social Sciences (SPSS) version 25, applying descriptive and inferential statistical techniques, including multiple regression analysis. The findings revealed that subjective norms significantly influence consumer preferences for smartphone brands at UDSM. Peer opinions, community trends, and social pressures were found to shape brand perceptions and purchasing decisions. Respondents indicated that friends’ recommendations and societal approval were major determinants of brand choice, while individual independence still played a minor role in final purchase decisions. The regression results confirmed a positive and statistically significant relationship between subjective norms and brand preference, suggesting that social influence is a strong predictor of smartphone purchase behavior among university students. The study concludes that subjective norms play a crucial role in shaping young consumers’ attitudes toward smartphone brands in Tanzania’s higher education context. It recommends that smartphone marketers leverage social networks, influencer marketing, and peer-based promotional strategies to strengthen brand loyalty and visibility among youth consumers. Future studies are encouraged to incorporate additional factors such as technological innovation, brand reputation, and perceived quality to build a more comprehensive understanding of consumer attitude formation in the Tanzanian smartphone market.