Determinant of Brand Preference among Young Consumers of Mobile Phones in Ekiti State and Lagos State, Nigeria

Abstract

The study examined the determinants of brand preference among young consumers in Ekiti State and Lagos state. The population comprised four Universities in Lagos state and Ekiti State while the total population consists of 136,000 in the four government owned Universities in both Lagos State and Ekiti State, Nigeria. The total sample size for this was 382. Descriptive statistics, such as frequency distributions, percentages and frequency tables, were used to summarize and relate variables which were obtained from the study. Simple regression analyses were used to determine the association between the variables and to test the hypotheses, with results for brand popularity (p = 0.000 < 0.05) and product attributes (p = 0.000 < 0.05). These results showed that brand popularity has a positive relationship with mobile phone brand preference in Ekiti State and Lagos State. The study concluded that customers will consider brand popularity when choosing a mobile phone; customers consider mobile phone features like durability, reliability and portability user friendliness; and size and color influence the choice the customers made of the mobile phone.