INFLUENCE OF SMARTPHONE ATTRIBUTES ON STUDENT?S BUYING DECISION IN LAGOS STATE TETIARY INSTITUTIONS
Autor (i): Ladipo, Patrick Kunle A., Awoniyi, Mufutau Akanbi, Akeke O.S.
Cuvinte cheie: Smartphone; Buying Decision; Tertiary Institutions
Abstract:
The study was carried out to evaluate the influence of smartphone attributes on student’s buying decision in Lagos State Tertiary Institutions. Smartphones have been instrumental to the rapid growth of telecommunications accessibility. However, empirical work on the combination of price, technology, design, image, and application attributes of smartphone is limited, particularly among students of tertiary institutions. Research design adopted was purely descriptive, employing cross sectional survey method in data collection. Data for the study were generated through the use of structured questionnaire and administered to a sample of 362 out of 3,792 students in selected tertiary institutions in Lagos. Data collected were analyzed using Multiple Regression Analysis. The results showed that all smartphone attributes considered in the study were found to be positively and significantly related to student’s buying decision. Specifically, technology attribute has highest impact on student’s buying decisions, followed by application and price attributes. The study concluded that technology, application and price are considered the most top three attributes that significantly influenced student’s buying decision of smartphone. The study recommends that marketers should seek for core competence in technology with emphases in innovative features and application in the direction of achieving and sustaining competitive advantage and leadership.
The study was carried out to evaluate the influence of smartphone attributes on student’s buying decision in Lagos State Tertiary Institutions. Smartphones have been instrumental to the rapid growth of telecommunications accessibility. However, empirical work on the combination of price, technology, design, image, and application attributes of smartphone is limited, particularly among students of tertiary institutions. Research design adopted was purely descriptive, employing cross sectional survey method in data collection. Data for the study were generated through the use of structured questionnaire and administered to a sample of 362 out of 3,792 students in selected tertiary institutions in Lagos. Data collected were analyzed using Multiple Regression Analysis. The results showed that all smartphone attributes considered in the study were found to be positively and significantly related to student’s buying decision. Specifically, technology attribute has highest impact on student’s buying decisions, followed by application and price attributes. The study concluded that technology, application and price are considered the most top three attributes that significantly influenced student’s buying decision of smartphone. The study recommends that marketers should seek for core competence in technology with emphases in innovative features and application in the direction of achieving and sustaining competitive advantage and leadership.
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