ABSTRACT
This study examines the determinant of demand for mobile phones among undergraduates in Nigeria with special reference to Lagos State University, main Campus. In order to accomplish the objective of the study, a sample of 215 respondents were taken using simple random sampling technique. Primary data was mainly used and some secondary data from internet and book sources were explored. Five important variables such as: price, product features, brand name, social influence and physical appearance were examined and analyzed through the use of descriptive statistics. From the analysis, Empirical evidences show that product features remain the most significant predictor of Smartphone purchase behavior than brand name and price in that order. It is necessary to highlight that the results of this study can provide new marketing dynamics to Smartphone manufacturers and marketers for a market, which will be contributing a major share in the revenue of these firms.
Contents Page
Title i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of Content vi
CHAPTER ONE: INTRODUCTION
1.1 Statement of the Problems 1
1.2 Objective of the Study 2 Justification of the study 3
1.4 Scope of the Study 4
1.5 Plan of the Study 4
CHAPTER TWO: BACKGROUND TO THE STUDY
2.1 Introduction 5
2.2 Overview of Mobile Telecommunication in Nigeria 5
2.3 Trend Analysis of Mobile Telecommunication in Nigeria 7
2.4 Mobile commerce in Nigeria 9
2.5 Mobile Phone and the Student Population 11
2.6 Institutional Development 12
2.7 Present Status of the Telecommunication Industry 14
2.8 Challenges of Mobile Phone Demand in Nigeria 16
2.9 National Policy on Mobile Telecommunication in Nigeria 17
CHAPTER THREE: LITERATURE REVIEW
3.1 Introduction 34
3.2 Review of Conceptual Model 34
3.3 The Mobile Phone 40
3.4 Theoretical Review 51
3.5 Empirical Literature Review 53
3.6 Review of Methodology 57
CHAPTER FOUR: METHODOLOGY
4.1 Introduction 59
4.2 Research Design 59
4.3 Population of the Study 60
4.4 Sample and Sample Techniques 60
4.5 Data Collection Method and Approach 60
4.6 Validity and Reliability of Data 61
4.7 Techniques of Data Analysis 62
CHAPTER FIVE: PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS
5.1 Introduction 63
5.2 Descriptive Analysis of Variables 63
5.3 Empirical Analysis
5.4 Comparison of Results
CHAPTER SIX: SUMMARY, CONCLUSION AND RECOMMENDATION
6.1 Introduction 95
6.2 Summary of Findings 95
6.3 Recommendation 96
6.4 Conclusions 96
6.5 Agenda for Future Research 97
6.6 Limitation of the Study 98
References 98
LIST OF TABLES 2.1 Trend analysis of mobile phones in Nigeria 8
2.2 Market share of mobile phones in Nigeria 10
5.2 Age of respondents 63
5.3 Sex Vs age cross tabulation of respondents 65
5.4 Level of income / Allowance of respondents 65
5.5 State of origin of respondents 67
5.6 Where respondents get their information about the smart phone 68
5.7 Brands of mobile phones used by respondents 70
5.8 Friends and family 72
5.9 Social influence 77
5.10 Product Features 82
5.11 Purchase Behavior 92
