Determinant of Consumer Preference for Smartphone among Mobile Phone Users in Oyo State, Nigeria

Abstract

The study investigated the determinant of consumer preference of smartphone among mobile phone users. In order to accomplish the objectives of the study, a sample of 381consumers were taken from 45000 population of students in Oyo state, Nigeria by using Krejcie and Morgan sample size.  Four factors i.e. price, brand, packaging, and quality were used to check the preference of consumers and data were analyzed through the use of correlation and multiple regressions. From the analysis, it was clear that price of phone exerts an insignificant positive effect on consumer's preference, followed by quality; the most important variable amongst all is the packaging of the phone which was discovered to exert significant effect that determines consumer preference and it also acted as a motivational force that influences them to go for a mobile phone. The study suggested that if mobile phone manufacturer should consider making a quality and well package product, price is of no significant to youth in Oyo State, Nigeria, i.e., youth will buy expensively for a quality and well packaged product.