Young consumer loyalty towards mobile phone brands in Public Universities in Ekiti state

The main purpose of this research is to examine young consumer’s loyalty towards mobile phone brands in public university in Ekiti State. in other to accomplish the objective of this study, a sample of 395 consumers were taken from 32,723 population of students in Ekiti State Universities, Ekiti state by using Taro Yamane (1967) model sample size. Four factors were used brand image, perceived brand quality; brand experiences and customer satisfaction were used to view the preferences of young consumers. For the purpose of data analysis, both descriptive and inferential statistics were used. Simple regression analysis which is inferential Statistics was used to test the hypotheses. The result showed that all explanatory variables identified in this study promote young consumer loyalty towards mobile phone brands.

The study concluded that some of the characteristics and functional attributes of the product come to the mind of the customer promptly, the product superior quality is the major reason for buying luxury products, the customers have confident in their branded product of ability to perform well because its’ perceived credibility and the value the customers received from branded product worth the time, effort and money spent. The significant relationship between products attributes such as product comfort, product color, product convenience and product design influenced consumer’s purchasing decision of smartphones among students of public tertiary in Ekiti. The marketers of this product should design smartphones that will match students’ lifestyle that can help students achieve their academic pursuit with such as having long lasting and durable smartphones. The marketers should consider the trial use of smartphones to increase the level of familiarity to product comfort that will bring about both the knowledge subjective and objective of the product that subsequently induced students purchase decision that will result to greater profitability.