Staff View: Demographic study on smartphone preference among students in Nigerian universities / Adekunle Simon Ayo and Dimowo Oiza Lauren

Demographic study on smartphone preference among students in Nigerian universities / Adekunle Simon Ayo and Dimowo Oiza Lauren

This study investigated smartphone preference among undergraduate and postgraduate students in Nigerian universities. Specifically, the study examined the extent to which students’ demographic attributes such as gender, age, usage experience and educational level influence their preference for smart...

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Main Authors:	Ayo, Adekunle Simon, Lauren, Dimowo Oiza
Format:	Article
Language:	English
Published:	Universiti Teknologi MARA 2021
Subjects:	Value. Utility. Value added Demography. Population. Vital events Environmental aspects. Green marketing Market segmentation. Target marketing Marketing research. Marketing research companies. Sales forecasting
Online Access:	http://ir.uitm.edu.my/id/eprint/47820/1/47820.pdf http://ir.uitm.edu.my/id/eprint/47820/ https://mjoc.uitm.edu.my
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id	my.uitm.ir.47820
record_format	eprints
spelling	my.uitm.ir.478202021-06-21T07:52:50Z http://ir.uitm.edu.my/id/eprint/47820/ Demographic study on smartphone preference among students in Nigerian universities / Adekunle Simon Ayo and Dimowo Oiza Lauren Ayo, Adekunle Simon Lauren, Dimowo Oiza Value. Utility. Value added Demography. Population. Vital events Environmental aspects. Green marketing Market segmentation. Target marketing Marketing research. Marketing research companies. Sales forecasting This study investigated smartphone preference among undergraduate and postgraduate students in Nigerian universities. Specifically, the study examined the extent to which students’ demographic attributes such as gender, age, usage experience and educational level influence their preference for smartphones. The study also identified and ranked smartphone brands based on selected factors like brand name, brand attachment, perceived usefulness, social influence, price, aesthetic value and product design and features. A cross-sectional survey research design was used for the study. The study population comprised all full-time university students in Nigeria both at undergraduate and postgraduate levels. Questionnaire was designed and electronically administered using Google Form to the target respondents. After three weeks (10th June to 1st July 2020), five hundred and forty-three (543) responses were collated. However, seventy-eight (78) were found to be invalid. As a result, four hundred and sixty-five (465) responses that formed the sample size were used for the study. The data collected were statistically analyzed using frequency table, percentages, mean, standard deviation and t-test with the aid of Statistical Packages for Social Sciences (SPSS) software. The study found that Samsung is the most preferred smartphone among students. It was also revealed that the first three most important factors that influence students' preference for smartphones are brand name, perceived usefulness, and design/features. The study revealed that demographic attributes do not significantly influence smartphone preference among university students. The study, therefore, recommends that demographic attributes such as gender, age, usage experience and programme should not be significantly considered by manufacturers and marketers of smartphones in product differentiation. Universiti Teknologi MARA 2021-01 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/47820/1/47820.pdf ID47820 Ayo, Adekunle Simon and Lauren, Dimowo Oiza (2021) Demographic study on smartphone preference among students in Nigerian universities / Adekunle Simon Ayo and Dimowo Oiza Lauren. Malaysian Journal of Computing (MJoC), 6 (1). pp. 650-666. ISSN (eISSN): 2600-8238 https://mjoc.uitm.edu.my
institution	Universiti Teknologi Mara
building	Tun Abdul Razak Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Teknologi Mara
content_source	UiTM Institutional Repository
url_provider	http://ir.uitm.edu.my/
language	English
topic	Value. Utility. Value added Demography. Population. Vital events Environmental aspects. Green marketing Market segmentation. Target marketing Marketing research. Marketing research companies. Sales forecasting
spellingShingle	Value. Utility. Value added Demography. Population. Vital events Environmental aspects. Green marketing Market segmentation. Target marketing Marketing research. Marketing research companies. Sales forecasting Ayo, Adekunle Simon Lauren, Dimowo Oiza Demographic study on smartphone preference among students in Nigerian universities / Adekunle Simon Ayo and Dimowo Oiza Lauren
description	This study investigated smartphone preference among undergraduate and postgraduate students in Nigerian universities. Specifically, the study examined the extent to which students’ demographic attributes such as gender, age, usage experience and educational level influence their preference for smartphones. The study also identified and ranked smartphone brands based on selected factors like brand name, brand attachment, perceived usefulness, social influence, price, aesthetic value and product design and features. A cross-sectional survey research design was used for the study. The study population comprised all full-time university students in Nigeria both at undergraduate and postgraduate levels. Questionnaire was designed and electronically administered using Google Form to the target respondents. After three weeks (10th June to 1st July 2020), five hundred and forty-three (543) responses were collated. However, seventy-eight (78) were found to be invalid. As a result, four hundred and sixty-five (465) responses that formed the sample size were used for the study. The data collected were statistically analyzed using frequency table, percentages, mean, standard deviation and t-test with the aid of Statistical Packages for Social Sciences (SPSS) software. The study found that Samsung is the most preferred smartphone among students. It was also revealed that the first three most important factors that influence students' preference for smartphones are brand name, perceived usefulness, and design/features. The study revealed that demographic attributes do not significantly influence smartphone preference among university students. The study, therefore, recommends that demographic attributes such as gender, age, usage experience and programme should not be significantly considered by manufacturers and marketers of smartphones in product differentiation.
format	Article
author	Ayo, Adekunle Simon Lauren, Dimowo Oiza
author_facet	Ayo, Adekunle Simon Lauren, Dimowo Oiza
author_sort	Ayo, Adekunle Simon
title	Demographic study on smartphone preference among students in Nigerian universities / Adekunle Simon Ayo and Dimowo Oiza Lauren
title_short	Demographic study on smartphone preference among students in Nigerian universities / Adekunle Simon Ayo and Dimowo Oiza Lauren
title_full	Demographic study on smartphone preference among students in Nigerian universities / Adekunle Simon Ayo and Dimowo Oiza Lauren
title_fullStr	Demographic study on smartphone preference among students in Nigerian universities / Adekunle Simon Ayo and Dimowo Oiza Lauren
title_full_unstemmed	Demographic study on smartphone preference among students in Nigerian universities / Adekunle Simon Ayo and Dimowo Oiza Lauren
title_sort	demographic study on smartphone preference among students in nigerian universities / adekunle simon ayo and dimowo oiza lauren
publisher	Universiti Teknologi MARA
publishDate	2021
url	http://ir.uitm.edu.my/id/eprint/47820/1/47820.pdf http://ir.uitm.edu.my/id/eprint/47820/ https://mjoc.uitm.edu.my
_version_	1703963485340172288
score	13.211869

Demographic study on smartphone preference among students in Nigerian universities / Adekunle Simon Ayo and Dimowo Oiza Lauren

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