Honors Theses and Capstones

Date of Award

Spring 2014

Project Type

Senior Honors Thesis

College or School

PAUL

Department

Marketing

Program or Major

Marketing

Degree Name

Bachelor of Science

First Advisor

Billur Akdeniz

Abstract

College students are more connected to technology now than ever, especially because a smart phone that has all of the capabilities of a computer is right in their pockets. This study delves into why students at the University of New Hampshire purchase their smart phones, how they use their smart phones, and how to better market toward profitable segments. The two segments found were the technology buffs, who are smart phone experts and are constantly on their devices, and the practical users who mainly use their smart phones for texting and calling. The results from the study showed that students perceived the iOS operating system to be the best with Android, BlackBerry, and Windows Phone following respectively. I recommend that these smart phone brands focus on the technology buffs and improve their perception among the campus to gain market share.

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