The increasing uptake and pervasive growth of mobile phone technology in developing countries like Zimbabwe may well be considered as one of the most significant and historic development of the early 21st century. Numerous studies have been conducted to conceptualise the adoption of mobile phone and related technology especially in developed and emerging economies with little known about the developing countries. This paper sought to investigate the determinants of Generation-Y brand preferences in the mobile phone market. The survey method was adopted whereof a structured questionnaire was used to collect data from a sample of 150 respondents .
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