Influence of Demographic Factors on Mobile Phone Purchasing among University Students in Nigeria

P. O. Oladele, K. K . Arogundade and A. M. Awolaja

Quarterly Journal of Business Studies, 2016, vol. 2, issue 4, 174-180

Abstract: This paper examines demographic determinants of mobile phone purchase decision of university students in Nigeria. Primary data were collected with the aid of pre-tested structured questionnaire. The questionnaire was administered through random sampling to 1200 university students. The result highlights the relevance of gender status, level of education and marital status of students in influencing mobile phone purchase decision of the students at 5% level of significance. The results lend credence to the call for market segmentation on the basis of demographic factors in mobile phones marketing decision among young populace of the target market.

Keywords: Demographic Factors; Market Decision; Consumer; Mobile Telecommunication and Purchase Behaviour (search for similar items in EconPapers)
Date: 2016
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