Influence Of Smartphone Attributes On Student’s Buying Decision In Lagos State Tetiary Institutions

The study was carried out to evaluate the influence of smartphone attributes on student’s buying decision in Lagos State Tertiary Institutions. Research design adopted was purely descriptive, employing cross sectional survey method in data collection. Data for the study were generated through the use of structured questionnaire and administered to a sample of 362 out of 3,792 students in selected tertiary institutions in Lagos State. Data collected were analyzed using Multiple Regression Analysis. The results showed that all smartphone attributes considered in the study were found to be positively and significantly related to student’s buying decision. Specifically, technology attribute has highest impact on student’s buying decisions, followed by application and price attributes. The study concluded that technology, application and price are considered the most top three attributes that significantly influenced student’s buying decision of Smartphone. It was recommended that firms should focus on improving their technology in other to bring about innovative features and application, and more importantly adopt variety of price strategies while not neglecting the image and design attributes, as these were regarded as secondary attributes in determining consumers’ choice of Smartphone

Effect of Aaker’s Model of Brand Personality on Customer Choice of Branded E-Retailing Outfits.

The current global pandemic has forced many customers to carry most of their purchases and other transactions to the virtual environment. The patronage of the online retailers will be affected by how they are perceived by the customers. It is on this basis that the researcher intends to study the effect of Aaker’s Model of brand personality on customer choice of branded e-retailing outfits. The researcher adopted a cross-sectional research design using the descriptive method to explain the analysis of the data administered. Primary data were gathered through online survey administered to the sample size of 397 undergraduate and postgraduate students of the University of Lagos, participating on a voluntary basis. However, 274 responses were fit and analysed using the Social Statistic package for Social Sciences (SPSS 20). The result revealed that four of the five dimensions of the Aaker’s model which are sincerity, excitement, competence and ruggedness have significant effect on consumers’ choice decision for electronic retailers while sophistication have no relationship whatsoever with customer choice of e-retailing outfits. The findings show that majority of University of Lagos students perceived Jumia to be competent, Jiji.Ng as rugged, Konga as competent, Olx.com.ng as rugged, SME Market Hub as competent, Slot.ng as competent, Obeezi as rugged and Payport as competent. Based on the findings, it is recommended that e-retailing outfits in order to sustain customer choice will need to improve on the four identified variables which are excitement, competence, ruggedness and sincerity to ensure sustainability