CHAPTER I

The problem and its background

Introduction

Nowadays mobile phones particularly the smartphones that have become our
inseperable companions today and it was part of our daily living. Mobile Phones is a wireless
handheld device that allow users to make and recieve calls and to send text messages among
other features.In addition the purpose of using moblie phones is to keep connwcted to our love
ones regardless of the distance that separates them and to have easi life in finding something
else .

Palen/Salzman and Youngs (2001) stated show that cell phone usage is subject to
functional expansion, because users gradually change habits and learn to apply the new
technology for a growing variety of purposes and in a widening range of situations. In their
diachronic study of 19 new cell phone users, for instance, they have found that subjects typically
start with rather narrow conceptions of why they need a mobile, but then considerably enlarge
the range of uses with evolving time. Mobile phone devices are now commonly referred to as
“smartphones,” as they offer greater functionality and numerous gratifications over and above
traditional phones. Initially designed for basic functionalities such as calling and texting,
smartphones have significantly changed to now include engagement in a wide range of activities
such as navigating social media browsing the internet, and playing games, all in one device . As
social media and other applications are primarily accessed via smartphones, communication is
often viewed as the most prevalent use of smartphones today Thus, one would expect such a
powerful piece of technology to have struck a chord within the community and have a
tremendous social impact on modern society, particularly among populations with the highest
use such as young people .

This study aims to know the customer attitudes towards luxury brands of mobile
phones of the selected grade 12 abm student .this was important for both owner and customer
because itcan be a good evaluation in part of mobile phones to providing quality goos on the
parts of the customer.
Background of the study

Mobile phones aren't just a rich person's fashion today. It is transforming the way
thousands of people do business in a country where even landline phones were a luxury a decade
ago. As anessential element of daily life, the purchase of a mobile phone is an important decision
with avariety of mobile phone brands available to choose from. Each mobile phone
manufacturerconsistently updates their offerings with the latest technological updates and many
customershave a preferred brand that suits them or a brand they have become familiar with.
Across theglobe, even people with low incomes are now adopting cellular phones as tools for
enhancingtheir business.According to Oxford English Dictionary one of the earliest uses of word
"mobile" was inassociation with the Latin phrase "mobile vulgus", i.e. excitable crowd. Today's
mobile phoneslive up to these origins. Cell phone technology introduces new senses of speed
and connectivityto social life. If the fixed line telephone has brought communication links into
the workplace andhomes, the "mobile" puts them straight into the hands of numbers and
varieties of individuals.

The researcher conduct this kind of study entitled "Customers attitudes towards
luxurt brand of mobile phones is to knows their attitudes towards an expensive brands they own.

Statement of the Problem

This research aims to determine the "Customer Attitude towards luxury brands of
mobile phones as perceived by selected Grade 12 ABM student in CSTC".

Specifically, it seeks to answers the following question

1.What is the demographic profile of the respondents interms of...

1.1 AGE

1.2 SEX

1.3 Socio Economic Status

2. What is the Customer Attitudes towards luxury brands of mobile phones interms of...

2.1 Social Need

2.2 Materialism

2.3 Customer Attitudes

 2.4 Experiential Needs

2.5 Fashion Trends

2.6 Need of Uniqueness

2.7 Conformity

3. Is there a significant difference when the respondents are grouped according to thier
demographic profile?

Conceptual Framework

This study is anchored to Anti-Distracted Driving Act, officially recorded as Republic

Act No. 10913, implemented on July 21, 2016 is a law in the Philippines that prohibits distracted
driving by restricting and penalizing the use of mobile phones and other electronics devices while
driving on any public thoroughfare,highway or street in the Philippinesand other purpose
enacted by Senate of the Philippines in congress assemble The republic act defines "distracted
driving" as "using mobile communications device to write, send, or read a text-based
communication or to make or receive calls" or "using an electronic entertainment or computing
device to play games, watch movies, surf the internet, compose messages, read e-books, perform
calculations, and other similar acts" while behind the wheel of a moving vehicle or while
temporarily stopped at a red light. The law covers all private and public vehicles, including
agricultural machines, construction equipments, public utility buses and jeepneys, taxicabs,
motorcycles, tricycles, pedicabs, kuligligs and carriages.
Research Paradigm

The theoritical framework includes research paradigm to determine the Customer

Attitudes towards luxury brands of mobile phones as perceived by selected G-12 student in CSTC
Inc. and how the variables affects each other

INDEPENDENT VARIABLE DEPENDENT VARIABLE

The Demographic Profile of the

respondents interms of ...

 AGE
 SEX

What is the Customer Attitudes towards

luxury brands of mobile phones interms
of...

 Social Need CUSTOMERS ATTITUDES TOWARDS

 Materialism LUXURY BRANDS OF MOBILE
 Customer Attitudes PHONES AS PERCEIVED BY SELECTED
 Experiential needs G-12 ABM STUDENT IN CSTC
 Fashion Trends
 Need of Uniqueness
 Conformity

Figure 1. Independent-Dependent Variables Model

Significance of the study

This study aims to determine the customers attitudes towards luxury brands of
mobile phones as perceived by selected Grade-12 ABM student in CSTC Inc. This study is
expected to be advantegeous and beneficial to the following people .

To the student, this would be great help to them , it could provide information
about thier attitudes in using luxury brands of mobile phones.

Present marketing managers, this study might serve as their preferences to better
reposition their branding and advertising strategy to captured the correct target market to
boost the sale in times where economy are at a challege

To the teachers, the findings of this study would help them to have an idea about the
customers attitude towards luxury brands of mobile phones. trough this they will be guided on
how on how to help the student and raise thier awareness as well.

To the researchers, this might serve as one of thier preferences and it could be a
basis for making review materials that they will utilize

Scope and Limitation

The study focus on a Señior High School student who own the luxury Brands of
phones. The respondents of the study were only composed of 50 owners of mobile phones as
they part of living. The respondents locate in College of Sciences Technology and
Communication Inc. Sariaya. This was alsoconducted in the month of November to Febrary
during the academic year 2019-202

Definition of Terms

The following terms were defined operationally and conceptually for betters
understanding of the readers.

Brands, category of products that are all made by a particular company and all have a
particular name.

Luxury, condition or situation of great comfort, ease, and wealth andsomething that is
expensive .

Mobile Phones, Cell Phone

Customers, someone who buys goods or services from a business and a person who has a
particular quality ;one that purchases a commodity or service .

ABM, Accountancy Business and Management in the School of College Sciences Technology and
Communication Inc. where the respondents located
 CHAPTER ll

Review of Related Literature and Studies

This chapter primarily presents the different researcher and other literatures from
both foreign and local researchers which have significant bearings on the variables included in
the research. it focuses on several aspects that will help in the development of this study. The
sources gathered came from books, journals, articles, electronic materials and other existing
thesis and dissertations that are believed to be useful in the advancement of awareness
concerning the study.

Foreign Literature

Oscar Oviede Trespalacious (2019) The use of smartphones has continued to amplify
over the years, with the total number of smartphone users worldwide projected to surpass the
2.5 billion mark in 2019 (1). In Australia, approximately 88% of the population owns a smartphone,
thus making Australia one of the foremost adopters of such technology (2). Other Western
countries such as the United States of America, for instance, have found approximately 64% of
its population to use a smartphone as of 2017 (3). Additionally, in developing countries such as
India, smartphone ownership rates were expected to reach 36% by 2018 (4), and 46.1% in Sub-
Saharan Africa by the end of the same year (5). Such high ownership rates in Australia and across
the globe can be attributed to scale manufacturing practices, socio-economic factors, and
advancements in technology over the years.

Hindawi (2018)Skin health has become a worldwide concern. Most of the studies
investigated the effect of mobile phone radiation on DNA and animals, but a few studies were
carried out about skin diseases in mobile phone and tablet users. Few systematic studies have
examined the relationship between mobile phone exposure and skin diseases. Methods. We
evaluated the association between mobile phones and tablets and skin diseases. We checked
databases including PubMed, Scopus, Springer, Cochrane, and Google Scholar from 1995 to 2013.
The eligibility criteria were descriptive, and observational studies were in English and Persian
language, and the subjects were of all ages and reported skin disease. Results. Most of the studies
focused on signs and less on skin cancer. In total, 6 studies were included with 392119
participants with age over 25 years. In a nationwide cohort study in Denmark for BCC, the IRR
(incidence rate ratios) estimates remained near unity among men and women. In the other
studies, they reported an increase in temperature, hypersensitivity of warmth, facial dermatitis,
angiosarcoma of the scalp, and burning sensations in the facial skin after mobile phone use on
the exposed side and more within the auricle and behind/around the ear. Conclusions.
 Mohammed Farrah (2018) This quantitative, qualitative study investigates the usage
of mobile phone applications in teaching and learning processes. The study aims to identify the
benefits, difficulties, and resolutions of using mobile phone applications. The study was
conducted in the English Department at Hebron University at the second semester of the
academic years 2015/2016. The study focuses on the Business English course. A questionnaire
was used to show the general attitudes of the students towards the effects of using mobile phone
applications in the classroom. Interviews were administered to reveal the general attitudes of
the students and instructors towards the difficulties and the solutions. The results showed that
most students responded positively to using mobile applications in teaching and learning
processes. In addition, all students had smart phones, and they used varied brands applications
in the learning process. Moreover, the results indicated that students understand and learn
better through using the applications.

Basevitch I, Taylor MJD, van Paridon KN (2017) Pedestrians regularly engage with
their mobile phone whilst walking. The current study investigated how mobile phone use affects
where people look (visual search behaviour) and how they negotiate a floor based hazard placed
along the walking path. Whilst wearing a mobile eye tracker and motion analysis sensors,
participants walked up to and negotiated a surface height change whilst writing a text, reading a
text, talking on the phone, or without a phone. Differences in gait and visual search behaviour
were found when using a mobile phone compared to when not using a phone. Using a phone
resulted in looking less frequently and for less time at the surface height change, which led to
adaptations in gait by negotiating it in a manner consistent with adopting an increasingly cautious
stepping strategy. When using a mobile phone, writing a text whilst walking resulted in the
greatest adaptions in gait and visual search behaviour compared to reading a text and talking on
a mobile phone. Findings indicate that mobile phone users were able to adapt their visual search
behaviour and gait to incorporate mobile phone use in a safe manner when negotiating floor
based obstacles.

Goswami et al (2016) stated that many students perceived the cellphone primarily as
leisure device and most commonly use cellphones for social networking, surfing the internet
watching videos and playing games,thus constant usage and addiction to cellphone has affected
the people psychically, psychologically and socially excessive mobile phones use has been found
to br associated with the health problems. An estimation around 4.5billion of people using mobile
phone worldwide

Alpana Vaidya 2016 stated that There has been tremendous growth in the use of the
mobile phones in India. It is reported that the India’s telecommunication market is the second
largest in the world. The mobile phones are available to the people right from the age of 12 years.
The mobile phone technology has brought the world closer. It provided great convenience in
communication among people by way of either calling or texting. Now, the mobile phones are
coming up with variety of features like internet access, sending e-mails, games, access to social
networking sites like face-book, listening to music, playing radio, reading books, dictionary and
so on. The mobile phones are also used to overcome the feeling of loneliness. The majority of
the users are in the age group of 15 to 25 years. The contacts are established instantly with the
help of mobile phones which was not possible earlier. However, though the mobile phone
provided many advantages, it has also caused some problems also. Some people are using the
mobile phones so excessively that it assumes the form of addiction. The use of mobile phones
has reduced the face to face communication. It is observed that the people sending text
messages while talking to others. Even the visitors, guests are kept waiting till the mobile phone
use is over. The students are using mobile phones for playing games, sending messages, calling
even when the class is in progress. The mobile phones are used at places like hospitals, judicial
courts, petrol pumps where their use is banned. The mobile phone use during driving is
commonly observed which may increase the chances of involving in accidents. The use of mobile
phone while driving can distract attention of the driver visually, physically and cognitively. Earlier
studies have shown that various personality traits like neuroticism, extraversion, psychoticism,

Bond E. (2013) This study explores children's perceptions of risk and mobile phones
in their everyday lives. Technological developments associated with capitalist society are
entwined with the risk discourse, but little account has previously been taken of children's views
in social analyses of risk. Based on the accounts of thirty young people in the UK aged between
11 – 17 this study adopts a social constructivist perspective to offer a theoretical framework
which explores how children themselves actually use mobile phone technologies and understand
and manage risk in their everyday lives.Implications of risk and mobile phones are reflected in
current media discourse and contemporary public discussions. This research explores the
relationship between young people's use of mobile phone technology and the wider theoretical
debates about risk, technology and subjectivity. It provides insight into the social aspects of risk
and mobile phones in contemporary childhoods.The children in the research were reflexive in
their understanding of risk and mobile phones and actively managed risk through their mobile
phone use. Their accounts highlight the complex, multifarious relationships of the heterogeneous
networks of the technical, the social and the natural that constitute children's everyday lives.

Harvey May as cited by Greg Hearn (2010) stated that the mobile phone’s
permeation into ‘everyday life’ through products, knowledge and cultural processes. The
convergence and blurring of industry boundaries increasingly see entertainment, information
and communication technologies (ICTs) and lifestyle products and services combine. The
possibilities that digital economies (via products and services) provide in shaping our experiences
- and how others experience us - lend support to Featherstone’s comment that the
‘aestheticisation of everyday life’ has arrived. The resulting consumption is an experience
economy, where a broad range of mobile phone users, with or without technical savvy,
expendable income and aesthetic ambitions, can harvest from the ever-increasing palette of the
digital domain. Throughout the 20th century, visions of utopia and dystopia have often run
alongside such major developments in technology, especially those that have the capacity or
likelihood to transform and disturb conceptions of the everyday. Outlining a number of current
states of play and future scenarios for the mobile phone in the everyday, we suggest that mobile
phone analytics will shift from the utopian and dystopian towards analyses by more conventional
theoretical and methodological tools and approaches found in media, cultural and policy studies,
as well as in the social sciences and other disciplines.

Local Literature

Samaha&Hawi,2016 cited by Jasper Dy (2018) said that Smartphones are an integral

part of people’s life. In this article, we will use theterms “smartphone” and “mobile”
interchangeably. What we have in mind whenever we say mobile is a phone with access to the
Internet. They are mobile phones highly advancedin terms of technology, computing capabilities,
and connectivity, with functions similar tothose of computers. In fact, people prefer their
smartphones to computers while surfingonline (Ofcom, 2015). In 2016, the number of
smartphone users was estimated at reach2.08 billion (Statista, 2015). The digital divide between
less advanced economies anddeveloped economies was 31 points in 2015 for smartphone
ownership. In Poland, 41% ofrespondents declared owning a smartphone; 75% of them were
young people aged 18 to34.According to Pew Research Center (2015), 15% of Americans aged 18
to 29 are dependenton a smartphone for Internet access. Beside calling, texting, and basic
Internet browsing,smartphones are used for online banking, seeking information about jobs,
obtaining classmaterials or educational contents, obtaining driving directions in public transport,
and many other purposes. When asked, smartphone owners described their devices as
“helpful”rather than “annoying,” “connecting” rather than “distracting,” and representing
“freedom”rather than functioning as a “leash.” According to a study done on students, using
smartphones during classes hampers the ability to concentrate and makes academic
performance worse.

Jasper Managyo (2017) stated that Filipinos are using their mobile phones not only
to communicate but also as mobile computers as well, according to a recent market study issued
TNS a global customized research company, said in its report that Filipino consumersare not just
using cell phones to call and texting messages and photos, but also as a means to have internet
on the go, allowing users to be always online of to the 38,000 respondents into metro manila,
75percent of the respondents surveyed used mobile phones to take photos or videos 45 percent
to browse the internet; 44 percent to access their social networking sites and 37 percent to check
their emails the study was conducted from november 2012 tojanuary 2013 based on the Findings
of the study, the increase in various mobile activitiese explain the growing trend of wifi
accessibility in public areas, said the Philippines managing director Gary de Ocampo (14 percent),
desktop (39 percent), laptop<netbooks (87 percent) and smart TV (4 percent)

FOREIGN STUDIES

Chucks Daniel Oriogu (2018)increase use of mobile devices has made learning more
accessible and e-resources easily shared. Therefore, students are moving away from browser
based Web environment into the mobile app-centric world. The study investigates the use of
mobile devices in learning foreign languages in Afe Babalola University. Four research questions
guided the study and the data collection instrument used was structured questionnaire, the study
adopted survey research method. The finding shows that respondents use Android phones,
iPhone and iPad in learning foreign languages. They have a good knowledge of Chinese, French
and English languagthrough the use of mobile devices. Majority of the respondents acknowledge
the high impact of mobile device in learning foreign languages. The respondents revealed that
limited access to WiFi in the institution and poor interface and memory capacity of mobile
devices are their major challenges. The study recommends that academic institution should
endeavour to provide adequate access to Wi-Fi connection, in order to enable easy access to
Internet and students are also urge to buy mobile devices with high memory capacity so that it
can enable them download heavy apps centered on learning.

Lee Yu Rin (2017) stated that Mobile/hand phones are powerful communication
devices, first demonstrated by Motorola in 1973, and made commercially available from 1984.In
the last few years, hand phones have become an integral part of our lives. The number of mobile
cellular subscriptions is constantly increasing every year. In 2016, there were more than seven
billion users worldwide. The percentage of internet usage also increased globally 7-fold from 6.5%
to 43% between 2000 and 2015. The percentage of households with internet access also
increased from 18% in 2005 to 46% in 2015. Parlay, the addiction behavior to mobile phone is
also increasing. In 2012, new Time Mobility Poll reported that 84% people “couldn't go a single
day without their mobile devices.”Around 206 published survey reports suggest that 50% of
teens and 27% of parents feel that they are addicted to mobiles.he recent studies also reported
the increase of mobile phone dependence, and this could increase internet addiction.Overusage
of mobile phones may cause psychological illness such as dry eyes, computer vision syndrome,
weakness of thumb and wrist, neck pain and rigidity, increased frequency of De Quervain's
tenosynovitis, tactile hallucinations, nomophobia, insecurity, delusions, auditory sleep
disturbances, insomnia, hallucinations, lower self-confidence, and mobile phone addiction
disorders.
 Alpana Vaidya 2016 stated that There has been tremendous growth in the
use of the mobile phones in India. It is reported that the India’s telecommunication market is the
second largest in the world. The mobile phones are available to the people right from the age of
12 years. The mobile phone technology has brought the world closer. It provided great
convenience in communication among people by way of either calling or texting. Now, the mobile
phones are coming up with variety of features like internet access, sending e-mails, games, access
to social networking sites like face-book, listening to music, playing radio, reading books,
dictionary and so on. The mobile phones are also used to overcome the feeling of loneliness. The
majority of the users are in the age group of 15 to 25 years. The contacts are established instantly
with the help of mobile phones which was not possible earlier. However, though the mobile
phone provided many advantages, it has also caused some problems also. Some people are using
the mobile phones so excessively that it assumes the form of addiction. The use of mobile phones
has reduced the face to face communication. It is observed that the people sending text
messages while talking to others. Even the visitors, guests are kept waiting till the mobile phone
use is over. The students are using mobile phones for playing games, sending messages, calling
even when the class is in progress. The mobile phones are used at places like hospitals, judicial
courts, petrol pumps where their use is banned. The mobile phone use during driving is
commonly observed which may increase the chances of involving in accidents. The use of mobile
phone while driving can distract attention of the driver visually, physically and cognitively. Earlier
studies have shown that various personality traits like neuroticism, extraversion, psychoticism,

Accordding to Burns and Lohenry (2010), the students equipped with the cell phones
entercollege classrooms daily. Realizing the impact of technology on fellow learners and faculty
represents anarea of concern. A pilot study was conducted to determine student and faculty
perception regardingcellular phone use in the classroom. A quantitative descriptive study
examined the perception of facultyand students' use of cell phones during class time. A
convenience sample was comprised of graduatestudents and faculty in health sciences and on
campuses in Arizona and Illinois. Results revealed that themajority of students indicated that they
refrained from cell phone use during class time while all facultiesindicated that they refrained
from using the cell phone during class time. Students indicated that they usedthe text message
feature and checked cell phone messages. Both students and faculty cell phones rangduring class
time. Cell phones were identified by both groups as a source of distraction during class time.Cell
phone etiquette along with policies regarding cell phone use in the classroom offer
suggestedmethods for alleviating the distraction that cell phones currently offer. Improving
awareness regardingcell phone distractions may offer value for healthcare providers bridging
professional behavior in theacademia to the healthcare arena.

Kleine, 2010; Zheng, (2009) stated that their interaction with capabilities This link is
most commonly made by viewing mobiles and the mobile network as a tool in one’s context that
provides access to more resources than were previously available. Mobiles and their networks
alter users’ capability sets through the changing of their positions in relation to important
development resources in at least two ways: increased access to timely and/or relevant
information, and expanded possibilities for connectedness between people.Information is
theorized to be a key input intomany developmental activities The mobilephone allows for,
among other things, locationindependent sending and receiving of asynchronousand
synchronous information. The increase in theability to cheaply send and receive available
relevantand timely information alters individuals’ access to akey developmental input, thus
removing one of thebarriers to expanded capabilities. For the most part,the majority of the
information available over mobilephones in the developing context has been limitedto
information that can be simply displayed or communicated by voice, such as personal,
health,weather, and market or ªnancial information,although it is expanding to other domains,
such aseducation.Mobiles, and their corresponding infrastructure,also provide the platform for
a new level of connectedness both between individuals and between individuals and institutions.
This connectedness, andthe information-sharing that it entails, provides for arange of
functionings that simply were not possiblebefore, or that were possible, but with high to veryhigh
transaction costs.3 We have categorized thesefunctionings into three networking dimensions .

Chen & Chung, 2008 as cited by Stockwell, 2010; stated that Mobile phones are becoming
more widely used in learning vocabulary, as is shown in a number of studies In one study, had students
learn two sets of English vocabulary words either through mobile phones or by a paper-based format.
Students who learned via SMS were found to understand more words than students presented with the
paper-based tasks. research investigated the acceptability of a pushed mode of mobile phone operation;
these authors sent short messages containing known words and new words mixed together. They found
that the students appreciated the experience of reviewing learnt information and that the students found
the message content often useful or enjoyable.described a system that allows language teachers to create
spelling lists or vocabulary lists in English and Afrikaans. The system then generates a fun mobile phone
application using multiple texts-to-speech engines to encourage African pupils to practice spelling the
words. developed a system to send technical English language words together with the meanings in the
form of SMSs.

Local Studies

According to Daxim L. Lucas , (2015) Filipino users spend an average of 174 minutes
each day online—nearly three hours—through their smartphones.At the same time, the
international media and consumer research firm revealed that three out of four Filipinos who
own smartphones now use them as their main access point to the Internet, pointing to the
growing influence that these mobile devices have over online activities previously reserved for
desktop and laptop computers.In its Evolving Digital Consumer report, Nielsen said that Filipino
smartphone users’ digital lives revolved mainly around entertainment, which takes up an average
of 78 minutes per day among local users.The Nielsen study showed that the use of smartphone
apps (tech shorthand for ‘applications’ or task-specific programs) took up an average of 56
minutes a day, while communications tasks on the smartphone consumed an average of 40
minutes a day. “The media landscape is transforming exponentially with more consumers getting
savvy and sophisticated with how they access content,” Nielsen Philippines executive director
Carlo Santos said in a statement.As such, companies seeking to do business with consumers were
urged to recognize this growing trend.

Felix Librero (2009) stated that the cell phone, now the most widely used medium in Asia,
has major educational implications. Most users, however, do not realize the cell phone's
potential for education, nor even for the communication functions for which it was originally
designed. Most educators still see the computer and the cell phone as unrelated devices, and the
tiny cell phone more as a personal accessory, especially for young people. With falling prices and
increasing functionality, however, it is virtually certain that not too far in the future all of the
world's students will have a cell phone. This is sufficient reason and motivation for educators to
explore the possibility of making the cell phone an important tool in the educational systems of
developed and developing countries. This article describes the experience of two major projects
that are studying the potential of cell phone and short message service (SMS) techniques for
formal and nonformal education in the Philippines and Mongolia. The studies have yielded
positive reactions from students and trainees about the potential of these techniques, and are
suggesting design and logistical principles for use in educational cell phone implementation.

Malasi, J. M. (2013) said that the author states that faced withcompeting products,
it is important for companies to understand how buyers goabout choosing between alternatives
that alsostates that a product is any tangible and intangible item that satisfies a need. Consumers
do not buy product as an end in them. They buy products for thebenefits which they provide.
Products therefore comprise of complex bundles ofattributes which must be translated into
benefits for customers. The mainchallenge facing marketers today is how to influence the
purchase behavior ofconsumers in favor of the product, service, and experiences which they offer.

Malasi ,J M (2012) as cited by Jollybabe Acala (2014) Technology advances consumer

needs and wants changes andinnovating new products is very essential to meet consumer
demands andconsumer criteria on judgment on mobile phones . Nowadays,mobile phone
considered as a basic necessity no longer a luxury that made usdesire to own one as a part of
daily living as a vital channel of communication.Hence, the development of different attributes
of the mobile phone industriesdesigned to attract customers and made the different attributes
of a mobilephone as main factor of purchasing it.
SYNTHESIS

"CUSTOMERS ATTITUDES TOWARDS LUXURY BRANDS OF MOBILE PHONES AS PERCEIVED BY

SELECTED GRADE 12 ABM STUDENT IN CSTC."
 A Research Paper Presented in the Faculty of

COLLEGE OF SCIENCES TECHNOLOGY AND COMMUNICATION Inc,

Senior High School Department -Sariaya Quezon

In Partial Fulfillment of the Requirements for

Practical Research 2 and

Inquires, Investigation and Immersion

The Researchers

John Vear Bolante

Zaidrix Apporo

Dalton Abanilla

March 2020