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

Author

Listed:
  • P. O. Oladele
  • K. K . Arogundade
  • A. M. Awolaja

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.

Suggested Citation

  • P. O. Oladele & K. K . Arogundade & A. M. Awolaja, 2016. "Influence of Demographic Factors on Mobile Phone Purchasing among University Students in Nigeria," Quarterly Journal of Business Studies, Research Academy of Social Sciences, vol. 2(4), pages 174-180.
    • Handle: RePEc:rss:jnljbs:v2i4p1
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    References listed on IDEAS

    as
    1. Ali, Muhammad & Raza, Syed Ali, 2015. "Measurement of Service Quality Perception and Customer Satisfaction in Islamic Banks of Pakistan: Evidence from Modified SERVQUAL Model," MPRA Paper 64039, University Library of Munich, Germany.
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