Demographic Segmentation, Mobile Phones Attributes and Purchase Behaviour of University Students in Nigeria

Abstract

Knowledge about the combined influence of demographic segmentation and innovative attributes on mobile phone purchase decision of university students has been limited, fragmented, and inconsistent. The purpose of this study is to understand interrelationship among purchase behaviour and product attributes using demographic segmentation as moderating variables. The sample consists of 1200 randomly sampled university students. Using hierarchical regression model, analysis revealed significant moderating effects of gender and income on mobile phone purchase decision by university students. University students would purchase mobile phones with innovative features such as built-in-camera (ß = 0.134, p < 0.05), memory capacity (ß = 0.394, p < 0.05) and audio and video features (ß = 0.192, p < 0.05). The result indicates that innovative features of mobile phones significantly influence purchase decision of consumers especially university students.