COMPELLING FACTORS DETERMINING MOBILE PHONES PATRONAGE AMONG FEMALE STUDENTS AT ADEKUNLE AJASIN UNIVERSITY, AKUNGBA AKOKO, ONDO STATE

Abstract

The study looked at the factors that influence female university students in Adekunle Ajasin, Akungba Akoko, in terms of their use of mobile phones. The study assessed the effects of brand name, income, and phone qualities on customer patronage as well as the effects of each on consumer patronage. The study was conducted using a descriptive survey research approach. According to the Yamane sampling model, 383 people made up the sample.

Through the distribution of a well-constructed questionnaire, the study's primary data were collected. The target respondents were polled using a questionnaire to gather information. Using a regression model, the collected data were examined. The outcome shows that brand name, income, and product characteristics all have a favourable impact on consumer spending. The study found that factors related to mobile phones have a favourable impact on consumer spending.