It is noted by Jacob and Isaac (2008) that university students are among the
highest contributors to the increasing number of smart phone sales. The factor that
most influences the increase in smart phone usage is the functionality that helps
users in their daily life especially business people and university students. Hence,
this research aims to assess students’ dependence on smart phones and its impact
on their purchase behaviour. This research assess whether social needs, social
influences and convenience of smart phones affects students’ dependence on them.
This research also examine whether students’ dependence on smart phones influences
their purchase behaviour. Research findings could furnish statistical evidence in
research findings to the smart phone provider in meeting customer needs to better
create up-to-date smart phones with recent features through strategic, holistic
marketing management and planning.