University Undergraduates Lifestyle Patterns as Factors in the Purchase of Smart Phones

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dc.contributor.authorAgada, Solomon Agada
dc.date.accessioned2022-07-22T10:11:40Z
dc.date.available2022-07-22T10:11:40Z
dc.date.issued2015
dc.description.abstractThis study attempted to identify consumer lifestyles categories on the basis of psychographics measures with university undergraduates and the ownership and purchase of smartphones in Nigeria. The study was conducted on 380 undergraduate students of two renowned universities in Nigeria, a private and a public university. Factor analysis using principal component analysis with varimax rotation yielded seven factors namely; Informatics or Information Access/Sharing, Status Symbol-Oriented, Scholarlees/Acada or Academic Oriented, Palees/Peer Group Pressure Oriented, Fashionability/Sociability/Current, Techno-Savvy, and Entertainment/Sports/Infotaiment. Lifestyles measures using T-Test Anova showed significant impact in terms of gender classifications and programme levels but no divergence in the interrelatedness of the lifestyle factors. The factors illuminated the undergraduate consumer population psychographic and demographic elements. The study therefore suggested that these factors are critical and salient as the basis for the formulation and implementation of marketing strategies in the sale of products or servicesen_US
dc.identifier.urihttp://dspace.run.edu.ng:8080/jspui/handle/123456789/3477
dc.language.isoenen_US
dc.publisherNigerian Journal of Management Sciencesen_US
dc.relation.ispartofseriesVol. 4 No.2,;
dc.subjectLifestyles,en_US
dc.subjectPurchaseen_US
dc.subjectPsychographicsen_US
dc.subjectSmartphonesen_US
dc.subjectUniversity undergraduatesen_US
dc.titleUniversity Undergraduates Lifestyle Patterns as Factors in the Purchase of Smart Phonesen_US
dc.typeArticleen_US
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