29. CONSUMER PURCHASING MOTIVES IN NIGERIAN CELLULAR PHONE MARKET: AN EMPIRICAL INVESTIGATION
This exploratory study attempts to examine consumer-purchasing motives in cellular-phone markets. The study surveyed 297 Nigerian consumers to identify their motives for purchasing new mobile phones on one hand, and factors affecting operator choice on the other. The results indicate that price and properties were the most influential factors affecting the purchase of a new mobile phone whereas...
Published in 2018
professor Rowland Worlu