THE INFLUENCE OF MOBILE PHONE BRANDING ON CONSUMER BUYING BEHAVIOUR: A STUDY OF UNIVERSITY OF LAGOS (UNILAG) STUDENTS

Abstract

Mobile phones are one of the most popularly adopted digital devices in modern households and are an integral part of our everyday lives. Today, there are multiple mobile phone brands available to consumers. Branding is a tool used by mobile phone companies to differentiate their products, attract consumers and even retain loyal consumers. Mobile phone companies spend heavy resources in the effort to portray their respective brands as the most superior in the market.. A major target market for mobile phone brands are young adults. Hence, this study is aimed at investigating the influence of mobile phone branding on consumers buying behaviour with a particular focus on UNILAG students. The indelible mark of branding on mobile phone exerts a great influence on a brand’s purchase value and ultimately propels action in the prospective consumer. The concept of consumer buying behaviour essentially depends on a lot of impending factors that are primarily tied to branding techniques and motives, mobile phone brands should push out their unique selling proposition to the potential target audience and monitor to see it have total influence.