Factors Influencing Consumer’s Choice of Mobile Phones in Nigeria

This study examined factors that influence the selection of mobile phones among public servants inNigeria. It also investigated the factors that mobile phone users put into consideration when selectinga particular mobile phone that would satisfy their desire. These factors include; branding, pricing,mobile phone features, social lifestyle, promotion and demographic variables such as age group andgender.A random sampling technique was used to select a total of 150 respondents for the study, out of which120 responded. Data were collected from both primary and secondary sources. Primary data werecollected through the administration of a set of questionnaire while the secondary data was obtainedfrom relevant books, journals and others publications. Data obtained were subjected to bothdescriptive and appropriate inferential statistics.The study revealed that public servants identified features of mobile phone as a key determinant whenchoosing mobile phones. The results of the study also identified taste and brand of the mobile phoneas key factors contributing to mobile phone selection. Mobile phone brand, price and consumers‟social lifestyles also influence the mobile phone selection based on the findings in the study.

Keywords:

Mobile phone , Consumers , Nigeria , Choice