Brand Loyalty and Buying Patterns of Students for Smartphone Brands

Author(s)	Dr. Ambily A S, Sri.Thejas Menon, Sri. Hariharan S
Country	India
Abstract	In the current digital age, smartphones have evolved from simple communication devices into integral tools that shape the lifestyles of students. This transformation has made understanding brand loyalty and buying patterns within this demographic a critical area of study for marketers and academics. The rapid pace of technological innovation, coupled with the high competition among smartphone brands like Apple, Samsung, and OnePlus, necessitates a deeper exploration into the factors that influence students' purchasing decisions. This research aims to fill this knowledge gap by analyzing the drivers of brand preference, the influence of digital culture, and the extent of brand loyalty among college and university students.
Keywords	Brand loyalty, Digital culture, Buying Patterns, Digital age, Technological innovation
Field	Business Administration
Published In	Volume 6, Issue 6, November-December 2025
Published On	2025-12-31

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