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Author(s): Edim Eka James, Uguru Anthony Inyang, Roberts Owoade David, Glory Sunday Etim, Udoh Blessing Kuseme.

Volume/Issue: Volume 7 , Issue 1 (2024)

Abstract:

The study examined the determinants of consumer purchase behaviour towards fairly-used smartphones among Nigerian University students. It sought to determine the effects of product price, socio-economic status, product quality, brand attributes and sellers’ credibility on students’ purchase behaviour towards fairly-used smartphones. Cross-sectional survey research design was adopted to guide the collection of primary data from 357 undergraduates through a structured questionnaire. Descriptive statistics were applied for data analysis and interpretation, while the hypotheses developed for the study were tested using multiple linear regression. The findings of the study revealed that in order of relative importance, sellers’ credibility, product quality, product price, brand attributes and consumers’ socio-economic status had significant positive effects on students’ purchase behaviour towards smartphones in a university context. On this basis, we recommended that marketers of fairly-used smartphones should align prices with product quality, consider socio-economic factors when targeting students, and prioritize consistent delivery of high-quality standards, including phone age, ease of repairability, and functionality, to enhance appeal and attract increased patronage. From the limitations of this study, we proposed theoretical directions for future research.

Keywords:

Consumer buying behaviour, Price, Product quality, Consumer socio-economic status, Sellers’ credibility, Brand attributes

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