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

📄 Project Abstract

The development of mobile phone technologies birthed a long history of progress and significant changes in consumer needs and preferences. In a shortest time, mobile phone devices have had one of the fastest household adoption rates in modern technology in the world. Mobile phones have become an integral part of human daily life and personal communication across the globe. In today's highly competitive mobile phone market, manufacturers are constantly struggling to find additional competitive edges and differentiating elements to convince consumers to choose their brand instead of a competitor. Currently, the competition in the mobile phone industry cut throat with players in the sector providing homogenous products (Cecere, Corrocher, & Battaglia, 2014). This calls for differentiation of product offerings from one player to another. One of the means by which one noodles company can differentiate itself from competitors is branding. The development of a distinct and customer driving br...