Exploring factors that influence students to buy ringtones in Tanzania

Simon Mwanjela
Deparment of Agricultural Economics and Agribusiness
P.O. Box 3007,
Morogoro
Tanzania

 

Felix Nandonde
Assistant Lecturer in Marketing
e-mail This email address is being protected from spambots. You need JavaScript enabled to view it. or This email address is being protected from spambots. You need JavaScript enabled to view it.

 

Abstract
The purpose of this study is to explore determinant factors that influencing students to buy ringtones. The study administered 200 respondents in two universities namely, Sokoine University of Agriculture and Muslim University of Morogoro, both in Morogoro, Tanzania. Factor analysis technique was used to explore the factors that influence students to buy ringtones.  Principle Components Analysis and rotation Varimax was used for fourteen items and SPSS version 16.0 were employed in analysis. The results indicated that there are four dimensions that determine students purchase of ringtones, namely fashion aspects, hip hop ringtones, religious and prestigious. The implication to marketers is that the students markets should not be considered en mase, but appropriate marketing strategy has to be employed regarding their preferences.

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