Perception of Mobile Phone Attributes and User Purchase Decision: A Study of Samsung Users in Lagos State, Nigeria

Abstract

This study examined perception of mobile phone attributes and users purchase decision using Samsung mobile phones. The study location is Computer Village, Ikeja Lagos in Southwestern Nigeria with population of the study was users of Samsung mobile phones in the market. The research instrument was a structured questionnaire with a sample size of 307 Samsung users in Computer Village, Ikeja, Lagos. Copies of the questionnaire were administered to the Samsung users and 302 copies of the questionnaire were properly completed and returned. Data collected were analysed using both descriptive and inferential statistics. Specifically, for descriptive, percentage, means and standard deviations were adopted. Further, the hypotheses were tested using a simple linear regression analysis with the aid of Statistical Package for Social Sciences (SPSS). The results obtained revealed that durability of brand increases customers’ purchase decision of Samsung mobile phone. On the other hand, further analysis on regression analyses revealed that the R² of 0.610 indicates the independent variables (product attributes) contributed about 61% to customer purchase decisions of Samsung mobile phone in the computer village mobile phone market, Lagos, Nigeria. The study concludes that perceived product benefits increase customers’ purchase decisions for mobile phones. It is recommended that manufacturers as well as intermediaries of mobile phones must put product quality factors into consideration while producing or marketing mobile phone brands to gain positive purchase decisions.