The Determinants of Demand for Mobile Phones Among Undergraduates in Nigeria (Case Study of Lagos State University)

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.  

                                                                 

TABLE OF CONTENTS

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