Determinants of Patronage of Smartphone Among Female Students of Tertiary Institutions in Ekiti State

Abstract

Telecommunication industry has reconfigured our big world to a small village through the availability of swift devices for easy communication. One of the best gifts ever presented to humanity by this industry is Smartphone. However, irrespective of the sound and impressive job done by this industry, there is a need for the purchase of this device for proper usage. This therefore brings us to a marketing platform where demand and supply agreement need to be fulfilled between manufacturer and consumers. This study examined the determinants of Patronage of Smartphone among the Female Students in Tertiary Institutions in Ekiti State. Stratified and convenient random sampling technique were used to select the study area and the respondents in order to make sure that every member of the selected faculties in the university evenly represented. The population for this study was 21,827. The sample size for the study was 399 using the Taro and Yamane (1992).Three hundred and ninety-nine questionnaires were administered to the respondents. Data obtained was analyzed using descriptive statistics and multiple regressions. The article therefore established smartphone brand awareness through usage, brand perception through price and brand quality through designs contributed significantly to the patronage of Smartphone among female students of tertiary institutions in Ekiti State. It is therefore recommended that the above mentioned factors should be taken into consideration for better patronage of smart phone among female students of tertiary institutions.