DETERMINANTS OF MOBILE PHONE BRAND PREFERENCE AMONG UNIVERSITY STUDENTS IN AKWA IBOM STATE

Abstract

This study aimed at investigating the factors that influence mobile phone brand preference among university students in Akwa Ibom State. The survey research design was adopted. One hundred and fifty (150) undergraduate students were selected from three universities in Akwa Ibom State to participate in the study. Data obtained were analyzed using descriptive and inferential statistics. Specifically, personal data of the respondents were analyzed using frequency count and simple percentages, while the hypotheses were tested using regression analysis. The results revealed that each of the four factors examined - brand popularity, price, product attributes, and social influence -significantly influence mobile phone brand preference among students. Based on the findings, it was recommended that mobile phone marketers should consider and prioritize these four factors when targeting the young consumers.