THE EFFECTS OF PRODUCT ATTRIBUTES ON BRAND REPEAT PURCHASE OF

MOBILE PHONES AMONG OBAFEMI AWOLOWO UNIVERSITY STUDENTS.

BY

ADEOLA DAMILOLA ADEROGBA

MAC/2015/026

BEING PROJECT SUBMITTED TO THE DEPARTMENT OF MANAGEMENT AND

ACCOUNTING, FACULTY OF ADMINISTRATION, OBAFEMI AWOLOWO
UNIVERSITY, ILE-IFE, OSUN STATE, NIGERIA.

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF

BACHELOR OF SCIENCE (B.S.C) DEGREE IN MANAGEMENT AND ACCOUNTING

2020

i
CERTIFICATION

This is to certify that this research work was carried out by ADEOLA DAMILOLA

ADEROGBA with matric number MAC/2015/026, of the Department of Management and

Accounting, Faculty of Administration, Obafemi Awolowo University, Ile-Ife, Osun State, in

partial fulfilment of the requirements for the awards of Bachelor of Science ([Link].) degree in

management and accounting, under my supervision.

______________________ __________________

DR H.O Aderemi Date

Project Supervisor

______________________ __________________

Prof. K.O Osotimehin Date

Head Of Department

ii
DEDICATION

This project is dedicated to Almighty God, the Alpha and Omega of my life, who began this
good work in me and who will bring it to completion by His grace. Great is thy faithfulness.

iii
ACKNOWLEDGEMENT

I give all glory, honour and adoration to Almighty God for His Grace, favour and success in the
completion of this project.

I acknowledge the immense contribution of my project supervisor, DR Mrs Helen Aderemi for
the positive contribution, support, advise and valuable assistance she has rendered in the carrying
out of my project and in my study in this institution. I pray that Almighty God would keep you,
bless you and continue to grant you success in all your endeavors in Jesus name.

Also, I want to appreciate the Head Of Department, Prof. K.O Osotimehin and all the lecturers
and non-academic staffs in the Department, from the Professors to the Departmental officers for
the impact you have had throughout my stay in this great citadel.

My sincere appreciation goes to my parents Reverend and Mrs Solomon-Grace Adeola for their
support financially, in prayers, love and care. May God continue to keep you and may you live to
enjoy the fruit of your labour in Jesus name. I also appreciate my siblings Oluwamuyiwa and
Oluwafunmilola. Thanks for your support and love. May God continue to bless and keep you.

Finally, special thanks to my friends who have been by my side, Akeju Timothy, Joseph Joshua,
Taiwo Ayomipo, Sosanwo Kenny, Oludipe Emmanuel, Akindele Michael, Oyewale Temitope.
Thank you for your support and friendship throughout my stay on this campus.

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TABLE OF CONTENTS

CONTENT PAGES

Title page ……………………………………………………………………………………… i

Certification …………………………………………………………………………………… ii

Dedication ……………………………………………………………………………………... iii

Acknowledgement ……………………………………………………………………………... iv

Table of Contents ………………………………………………………………………………. v

List of Tables …………………………………………………………………………………... ix

List of Figures ……………………………………………………………………………………x

Abstract …………………………………………………………………………………………xi

CHAPTER ONE: INTRODUCTION

1.1 Background of the study …………………………………………………………………….. 1

1.2 Statement of problem ………………………………………………………………………... 4

1.3 Research questions ………………………………………………………………………....... 5

1.4 Objectives of the study ………………………………………………………………………. 6

1.5 Hypothesis of the study ……………………………………………………………………… 6

1.6 Significance for the study …………………………………………………………………….7

1.7 Scope of the study ……………………………………………………………………….........8

1.8 Operational definition of terms ……………………………………………………………….8

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CHAPTER TWO: LITERATURE REVIEW

2.1 Conceptual Review….……………………………………………………………………….10

2.1.1 The concept of Advertisement…………………………………………………………….10

2.1.2 Advertising and consumer behaviour……….…………………………………………….11

2.1.3 Features of Satisfaction……………….…………………………………………………...12

2.1.4 Effects of Satisfaction on Repeat Purchase Decision Making……………………………..15

2.1.5 Features of Brand Image…………………………………………………………………...17

2.1.6 Features of Media……………………………………………………...…………………. 18

2.1.7 Media Environment………………..………………………………………………………19

2.1.8 The Stages of the Buying Decision Process……………………………………………….20

2.1.9 Buying Behaviour…………………………………………………………………………25

2.1.10 Product Attributtes, Brand and Repeat Purchase…………………………………………27

2.2 Review of Theoretical Literature ……………………………………………………………31

2.3 Empirical Review ………………………………………………………………………....... 34

2.4 Summary and Gap in Literature ……………………………………………………………. 40

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CHAPTER THREE: METHODOLOGY

3.1 Area of Study ………………………………………………………………………..............41

3.2 Research Design ………………………………………………………………………..........42

3.3 Population, Sample Size and Sampling Technique …………………………………………43

3.4 Model Specification……………………………………………………………………….....44

3.5 Measurement of Variable…………………………………………………………………….45

3.6 Research Instrument………………………………………………………………………….47

3.7 Validation of Research Instrument ………………………………………………………….47

3.8 Data Analysis Techniques…………………………………………………………………. 48

CHAPTER FOUR: PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.1 Socio-demographic Characteristics of Respondents ……………………………………….. 50

4.2 Identify the various factors which motivate employees of Public Secondary Schools of

Osogbo Local Government ………………………………………………………………….......43

4.3 Identify the various factors responsible for employee turnover in Public Secondary Schools

of Osogbo Local Government ……………………………………………………………….......46

4.4 Identify the factors that will make employees of Public Secondary Schools in Osogbo Local

Government remain on their job ………………………………………………………………..52

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4.5 Regression Analysis to assess the impact of Motivation on Employee Turnover in Public

Secondary Schools of Osogbo Local Government …………………………………………55

4.5.1 Testing of Hypothesis ……………………………………………………………………..57

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Finding ………………………………………………………………………...58

5.2 Conclusion …………………………………………………………………………………..59

5.3 Recommendations ………………………………………………………………………….. 60

References ……………………………………………………………………………………… 62

Appendix ……………………………………………………………………………………….. 67

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LIST OF TABLES

CONTENT PAGES

3.7.1 Coefficient of Reliability Analysis ………………………………………………………..36

4.1 Distribution of Respondents according to their Socio-demographic Characteristics

…………………………………………………………………………………………….. 42

4.2 Identify the various factors which motivate employees of Public Secondary Schools of

Osogbo Local Government ………………………………………………………………….45

4.3 Identify the various factors responsible for employee turnover in Public Secondary

Schools of Osogbo Local Government ……………………………………………………...50

4.4 Identify the factors that will make employees of Public Secondary Schools in Osogbo

Local Government remain on their job ……………………………………………………..54

4.5 Regression Analysis to assess the impact of Motivation on Employee Turnover in Public

Secondary Schools of Osogbo Local Government …………………………………………58

ix
LIST OF FIGURES

CONTENT PAGES

2.1 Maslow’s Hierarchy of Needs ………………………………………………………………

20

x
ABSTRACT

The primary objective of this study was to examine the effects of product attributes on brand

repeat purchase of mobile phone among Obafemi Awolowo University students. Specific

objectives are to examine the effect of prior experience of product on the repurchase decision of

mobile phone users, assess the role customers’ satisfaction of a product plays on repurchase

decision making of customers, determine the relationship between brand image and repurchase

decision making of customers and to analyze the relationship between information from mass

media and repurchase decision making of mobile phone users.

The primary data used for this study was obtained from the students of Obafemi Awolowo

University. A total of 200 respondents were selected for this study using the simple random

sampling method from a population of 400 selected students from the 14 faculties of Obafemi

Awolowo University using a simplified sample formula. The survey questionnaire was designed

to collect data from respondents. The independent variable was measured using four constructs

namely: prior experience of product attributes, customers satisfaction on repurchase of a product,

relationship between brand image and repurchase, information from mass media and repurchase

decision while brand repeat purchase was measured by decision to repurchase the same brand,

switch from one brand to another brand and others. Data analysis was done using descriptive

statistics to test the objectives and linear regression to test the hypothesis.

According to the study the motivational factors found to impact significantly on employee

turnover were; Prior experience (t=-5.760, p<0.05), customer’s satisfaction to repurchase

(t=2.495, p<0.05), and information from mass media (t=5.227, p<0.05) relationship between

brand image and repurchase (t=-0.428, p<0.05).

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while the motivational factors found to be insignificant was; relationship between brand image

and repurchase (t=-0.428, p<0.05).

The result of the study however showed that the overall effect of product attributes on brand

repeat purchase was significant at (F=133.193, p<0.05).

xii
CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

The essence of being in business by any business outfit is to produce for sales and profits.

In order to remain in business, an organization must generate enough sales from its products to

cover operating costs and post reasonable profits. For many organizations, sales estimate is the

starting point in budgeting or profit planning. It is so because it must be determined, in most

cases, before production units could be arrived at while production units will in turn affect

material purchases. However, taking decision on sales is the most difficult tasks facing many

business executives. This is because it is difficult to predict, estimate or determine with accuracy,

potential customers’ demands as they are uncontrollable factors external to an organization.

Considering, therefore, the importance of sales on business survival and the connection

between customers and sales, it is expedient for organizations to engage in programmes that can

influence consumers’ decision to purchase its products. This is where advertising and brand

management are relevant. Advertising is a subset of promotion mix which is one of the 4Ps in the

marketing mix that is to say product, price, place and promotion. As a promotional strategy,

advertising serves as a major tool in creating product awareness and condition the mind of a

potential consumer to embark on eventual purchase decision. Major mobile phone companies use

to direct persuasive communications to target buyers and public, noting that “it consists of non-

personal forms of communication conducted through paid media under clear sponsorship”. The

purpose of advertising is to enhance potential buyers’ responses to the organization and its

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offering, emphasizing that “it seeks to do this providing information, by channeling desire, and

by supplying reasons for preferring a particular organization’s offer. While writing on

advertising nature and scope, Etzel (1997) succinctly capture advertising as having four features:

(i) a verbal and or visual message

(ii) a sponsor who is identified

(iii) delivery through one or more media

(iv) payment by the sponsor to the media carrying the message.

Summarizing the above, they conclude that “advertising then consist of all the activities

involved in presenting to an audience a non-personal, sponsor-identified, paid-for message about

a product or organization”. Those views of Etzel (1997) coincided with the simple but all-

embracing definitions of Davies (1998) and Arens (1996). For instance, while Davies (1998)

stated that “advertising is any paid form of non-personal media presentation promoting

ideas/concepts, goods or services by an identified sponsor. Arens (1996) expressing almost the

same view described advertising as “the personal communication of information usually paid for

and usually persuasive in nature about products (goods and services) or ideas by identified

sponsors through various media”.

From the foregoing, it could be inferred that the purpose of advertising is to create

awareness of the advertised product and provide information that will assist the consumer to

make purchase decision. The relevance of advertising as a promotional strategy, depends on its

ability to influence consumer not only to purchase but to continue to repurchase and eventually

develop-brand loyalty. Consequently, many organizations expend a huge amount of money on

advertising and brand management. A brand is a name given by a manufacturer to one (or a

number) of its products or services. Brands are used to differentiate products from their

2
competitors. They facilitate recognition and where customers have built up favorable attitude

towards the product, may speed the individual gated. Under the situations the importance of the

consumer’s motivations, perceptions, attitudes and beliefs are largely ignored. The consumer is

assumed to be “rational” that is, to react in the direction that would be suggested by economic

theory and financial principles. However, it is often apparent that consumer behaviours do not

fall neatly into these expected patterns. It is for this reason that consumer behaviour analysis is

conducted as yet another tool to assess the complexities of marketing operations.

The proliferation of assorted brands of phones in the country has led to the cut-throat

competition for increased market share being witnessed currently among the operations in the

telecommunication industry. Today, in Nigeria, there exist different brands of mobile phone, all

foreign, out of which brands like Apple iPhones and Android smartphones such as Samsung and

Nokia products keenly compete for market leadership. There are quite a host of up-coming and

low-price brands in small sizes springing up in every part of the world. Existing and popular

brands, therefore, face intense competition with the “affordable” china smartphones with long

battery lifespan level targeted at the low-income groups. It is, therefore, imperative for the more

established brands like Apple iPhones, Nokia and Samsung and Tecno smartphone companies to

employ brilliant advertising and branding strategies to influence consumers’ behaviour in order

to continue to enjoy and maintain market leadership.

Given the competitive environment in the communication sub sector of the Nigerian

economy and the high potential of advertising in helping companies realize and retain their

positions, this study examines the effect of product attributes, prior experience and advertising

on brand repeat purchase taking Apple iPhone, Samsung and Nokia product users in Obafemi

Awolowo University as a case study.

3
1.2 Statement of the Problem

Most current owners of mobile phones tend to have purchased a phone previously; the

customer has potentially developed an attitude toward it. Here, an attitude becomes an evaluating

judgement (desire or not desire) based on prior or present experience such as previous

satisfaction from dealers or products and services (after sales and warranty), durability, and

socio-economic status of customers. It is also possible that an attitude can be developed based on

prior information without experience, as when consumers develop preferences or biases for or

against brands based on the brands’ images in the marketplace. This also depends largely on

purchasing power of individual customers. Customers may have a favourable attitude towards

some manufacturers’ luxury phones, but may lack the ability due to insufficient purchasing

power or willingness to take buying action. On the other hand, luxury or lower-priced phones

may be neglected by customers who have high purchasing power (or over-purchasing power in

this sense).

Accordingly, if one is interested in predicting buyer behaviour of luxury smart phones, an

assessment of potential buyer attitude towards the phone is needed. These different attitudes are

directly related to different types of customers because cognition, feelings, and ‘response

dispositions’ of customers are organized into a set of ‘patterned emotional reactions’ (Markin,

1969). This may be due to differences described as demographic, geographic, psychographic, or

lifestyle. Therefore, behaviour moves from personal buyer to different buyers in a given society.

Like other products, mobile phone marketers (manufacturers, companies, dealers) also need to

focus on ‘who buys’ or ‘type of customers’ to segment their phones.

In Nigeria, deregulation of the mobile phone market has led to the introduction of Global

System for Mobile Communication (GSM). Use of cell phones has soared, and has mostly

4
replaced the unreliable fixed line services of Nigeria Telecommunications Limited (NITEL). A

March 2018 estimate placed the percentage of mobile phones in Nigeria at about 84%

([Link]), with most people having more than one cellphone. After a decade of failed

privatization attempts, the incumbent national telecommunication NITEL and its mobile arm M-

Tel are currently in liquidation.

Hence, this study will investigate the relationship between prior experience of product,

customers’ satisfaction of product, brand image, information from mass media and repurchase

decision making of the customer. To achieve this, the following research questions are

necessary:

1.3 Research Questions

The following research questions were formulated for the study;

(1) How does prior experience of products have impact on repurchase decision of the

products?

(2) To what extent does customers’ satisfaction of product affect the repurchase decision

making of the customer?

(3) What influence can brand image have on repurchase decision making of customers?

(4) How does information from mass media affect repurchase decision making of

customers?

5
1.4 Objectives of the Study

The main objective of this study is to assess the effect of product attributes on brand

repeat purchase of some selected brand of mobile smartphones in Obafemi Awolowo University

Ile-Ife. While the specific objectives are to;

(i) examine the effect of prior experience of product on the repurchase decision of

mobile phone users;

(ii) assess the role customers’ satisfaction of a product plays on repurchase decision

making of customers;

(iii) determine the relationship between brand image and repurchase decision making of

customers; and

(iv) analyze the relationship between information from mass media and repurchase

decision making of mobile phone users.

1.5 Hypothesis of the Study

To achieve the objectives of the study, the following hypothesis will be tested;

Ho1: There is no relationship between prior experience of product and repurchase decision

making of the customer.

Ho2: There is no relationship between customer’s satisfaction and repurchase decision making

of the customer.

Ho3: There is no relationship between brand image and repurchase decision making of the

customer.

6
Ho4: There is no relationship between information from mass media and repurchase decision

making of the customer.

1.6 Significance of the Study

This study is of paramount importance to the telecommunications industry, distributors

and final consumers. Findings of the study will help the manufactures to be more detailed in their

production or manufacturing processes so as to compete favourably with others effectively. Thus

manufacturers will be made to understand the factors affecting customers’ purchase decision

making. The findings of the study will help the mobile phone manufacturers to understand the

relationship between prior’s experience, customers’ satisfaction and brand image vis-a-vis

repurchase decision making of the customers.

  The findings of this study will also afford the telecommunication industry the opportunity

to provide good product accessories and quality phones for the customers and consider the

appearance, sleekness, battery consumption and operating system of a phone as the most

important factors and how customers’ satisfaction in terms of warranty and price affect

consumers repeat purchase. 

The findings will also assist marketers in the telecommunication industry to better

understand the nature of what customers considered when they purchase a phone. It is also useful

for the marketers who are in the product development stage to design suitable product for their

target customers.

7
1.7 Scope of the Study

This study will carry out an investigation into the effect of product quality, prior experience

of customers, and advertisement on brand repeat purchase of mobile/smart phones in Ile-Ife.

The study will be limited to the users of Apple iPhones and Android smart phones in

Obafemi Awolowo University, ile ife. The choice of these products is informed by the large

number of students that use the products. Mobile phone has become a widely used product

and its usage and repeat purchase technique is found most among youths.

1.8 Operational Definition of Terms

Product Attributes: A product’s attributes are what makes it distinct from other products.

Attributes include things like size, color, flavor, package type and other features that are relevant

to the category. From a consumer perspective, these attributes are what determine the

consideration set and influence the ultimate purchase decision (Robin Simon 2014)

According to Aaker (1992) an important attribute is one that offers an important benefit towards

the satisfaction of consumer needs.

Brand: Brands create awareness and cause consumers to remember products Keller (2013).

Aaker (1991) define a brand as a distinguishing name or symbol intended to identify the goods or

service of either one seller or group of seller and to differentiate those goods or service of

product and protect both the customer and the producer and product from competitors.

Advertising: A public promotion of product or service.

8
Buying Behaviour: This is a consumer decision process in which consumers seeks and

evaluates available information to make a purchase decision.

Consumer Satisfaction: This is a person’s feelings of pleasure or disappointment resulting from

Comparing a product’s perceived performance in relation to his or her expectations. Customer

satisfaction is a barometer that predicts the future customer behavior (Hill, Roche & Allen 2007.)

9
CHAPTER TWO

LITERATURE REVIEW

The main contributions to understanding customer behaviour, their buying habit after the

initial preference towards a brand, and some related theories can be found in this chapter as well

as several empirical studies on related researches.

2.1 Conceptual Review

2.1.1 The Concept of Advertising

Advertising, sales promotion and public relations are mass-communication tools

available to marketers. As its name suggests, mass communication uses the same message for

everyone in an audience. The mass communication tools trade off the advantage of personal

selling, the opportunity to tailor a message to each prospect, for the advantage of reaching many

people at a lower cost per person (Etzel, 1997).

Today, definitions of advertising abound. We might define it as communication process,

a marketing process, an economic and social process, a public relations process or information

and persuasion process (Arens, 1996). Dunn et al. (1978) viewed advertising from its functional

perspectives, hence they define it as a paid, non-personal communication through various media

by business firms, non-profit organization, and individuals who are in some way identified in the

advertising message and who hope to inform or persuade members of a particular audience.

Morden (1991) is of the opinion that advertising is used to establish a basic awareness of

the product or service in the mind of the potential customer and to build up knowledge about it.

Kotler (1988) sees advertising as one of the four buyers through the purchase decision process.

10
Individual purchasers will filter out unfavourable or un-known brands and the continued

purchase of the branded product will reinforce the brand- loyal behaviour. Without brands,

consumer couldn’t tell one product from another and advertising then would be nearly

impossible.

2.1.2 Advertising and Consumer Behaviour

Advertiser’s primary mission is to reach prospective customers and influence their

awareness, attitudes and buying behaviour. They spend a lot of money to keep individuals

(markets) interested in their products. To succeed, they need to understand what makes potential

customers behave the way they do. The advertiser’s goals is to get enough relevant market data

to develop accurate profiles of buyers-to-find the common group (and symbols) for

communications. This involves the study of consumers behaviour; the mental and emotional

processes and the physical activities of people who purchase and use goods and services to

satisfy particular needs and wants (Arens, 1996). Proctor et al. (1982) noted that the principal

aim of consumer behaviour analysis is to explain why consumers act in particular ways under

certain circumstances. It tries to determine the factors that influence consumer behaviour,

especially the economic, social and psychological aspects which can indicate the most favoured

marketing mix that management should select.

Consumer behaviour analysis helps to determine the direction that consumer behaviour is

likely to take and to give preferred trends in product development and attributes of the alternative

communication method among others. Consumer behaviour analysis views the consumer as

another variable in the marketing sequence, a variable that cannot be controlled and that will

interprete the product or service not only in terms of the physical characteristics, but in the

11
context of the image according to the social and psychological make- up of the individual

consumer (or group of consumers). Economic theory has sought to establish relationships

between selling prices, sales achieved and consumers’ income; while, advertising expenditure is

frequently compared with sales. On other occasion, financial accounting principles maybe

applied to analyse profit and losses. Management ratios, net profit before tax, liquidity and

solvency ratios can all be investigated. Under the situations, the importance of the consumer’s

motivations, perceptions, attitudes and beliefs are largely ignored. The consumer is assumed to

be “rational” that is, to react in the direction that would be suggested by economic theory and

financial principles. However, it is often apparent that consumer behaviours do not fall neatly

into these expected patterns. It is for these reasons that consumer behaviour analysis is conducted

as yet another tool to assess the complexities of marketing operations.

2.1.3 Features of Satisfaction

Howard and Sheth (1996) defined consumer satisfaction as the buyer’s cognitive state of being

adequately rewarded in a buying situation for the sacrifice he has undergone. Satisfaction is seen

as an expression of fulfilment of an expected outcome influenced by prior expectation regarding

the level of quality. (Ekinci 2004; cited In Eyiah-Botwe, 2015; Festinger, 1957; In Klein &

Saunder, 2011).

Kotler (1997) said that satisfaction is a person’s feelings of pleasure or disappointment

resulting from comparing a product’s perceived performance (or outcome) in relation to his or

her expectations.

From these definitions, satisfaction is a function of perceived performance falls short of

expectations, the customer is dissatisfied. If the performance matches the expectations, the

12
customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied or

delighted. Kolter (1997) stated that if marketers raise expectations too high, the buyer is likely to

be disappointed. For example, Holiday Inn ran a campaign a few years ago called “No

Surprises”. Hotel guests still encountered a host of problems and Holiday Inn had to withdraw

the campaign. However, if the company sets expectations too low, it would not attract enough

buyers (although it will satisfy those who do buy). Some of today’s most successful companies

are raising expectations and delivering performances to match. These companies are aiming for

total customer satisfaction(TSC)

Customers who are satisfied will still find it easy to switch suppliers when a better offer

comes along. Kotler (1997) identified that in one consumer packaged-goods category, 44% of

those reporting satisfaction subsequently switched brands. Those who are highly satisfied with

the offer’s quality and value are much less ready to switch. The fact is that high satisfaction or

delight creates an emotional affinity with the brand, not just a rational preference, and this

creates high customer loyalty for customer-centered companies, customer satisfaction is both a

goal and a marketing tool. Companies that achieve high customer satisfaction ratings make sure

that their target market knows it. Although the customer-centered firm seeks to create high

customer satisfaction, its main goal is not to maximize customer satisfaction.

First, the company can increase customer satisfaction by lowering its price or increasing

its services, but the result may be lower profits. Second, the company might be able to increase

its profitability by means other than increased satisfaction (for example, by improving

manufacturing processes or investing more in R and D) Third, the company has many

stakeholders, including employees, dealers, suppliers and stockholders. Spending more to

increase customer satisfaction might divert funds from increasing the satisfaction of other

13
“partners”. Customer loyalty and satisfaction is vital for modern day business for two main

reasons. First, customers are scarce resource it is far easier to obtain from an old customer than

from a new one. Second, customer loyalty and satisfaction has a positive effect on the

profitability revenues of the company (Rosenberg & Czepiel 2017.) Ultimately, the company

must operate on the philosophy that it is trying to deliver a high level of customer satisfaction

subject to delivering at least acceptable levels of satisfaction to the better stakeholders within the

constraints of its total resources.

Satisfaction is not so much an emotion as the evaluation of emotions. It is comparison

between what we actually experience that is important. If we did not enjoy something as much as

we expected to our experience could be categorized as dissatisfaction. This is sometimes known

as negative disconfirmation. Of course, disconfirmation in a positive direction is also possible,

where our enjoyment of the product is greater than expected, and that would result in an

experience of satisfaction. Research on consumer evaluation of various products seems to

confirm that consumer satisfaction or dissatisfaction does operate in the decision-making

process. Indeed, the more the customer is satisfied with a product the greater the expectation

raised when it is purchased again. Failure to meet the expectation can result in at least mild

dissatisfactions. One can understand why market reputations based on quality are so jealously

guarded.

Conversely it has been found that consumers who have a low expectation of an item may

be so pleasantly surprised by favorable repeat purchase that they express greater satisfaction than

people who liked the product at the first encounter. The issue of how much satisfaction or

dissatisfaction it takes to influence a consumer’s buying behavior is of course a crucial one for

14
the marketer. Given the complexity of the decision-making process, though, it has to remain

largely a matter of the marketer’s judgment and experience

2.1.4 Effect of Satisfaction on Repeat Purchase Decision Making

Kotler (1997) mentioned that many companies are aiming for high satisfaction because

customers who are just satisfied still find it easy to switch when a better offer comes along.

Those who are highly satisfied are much less ready to switch. High satisfaction or delight creates

an emotional affinity with the brand, not just a rational performance. The result is high customer

loyalty. Paul and Richard (1997) stated that satisfaction is very important, because a company’s

sales come from two basic groups – new customers and repeat purchase customers. It usually

costs more to attract new customers than to retain current ones, and the best way to retain current

customers is to keep them satisfied. Therefore, satisfaction will positively associate with re-

purchase decision making.

Satisfied customers usually rebound and buy more. Besides buying more they also work as a

network to reach other potential customers by sharing experiences (Hague & Hague 2016.) The

value of keeping a customer is only one- tenth of winning a new one. Therefore, when the

organization wins a customer it should continue to build up a good relationship with the client.

Satisfied customers will repeat purchase the product, talk favorably to others about the product,

pay less attention to competing brands and advertising, and have less opportunity to purchase the

product from other companies. The satisfaction will result to brand loyalty because the satisfied

consumers prefer to repurchase the product, because the customer cannot avoid the risks that

involved in the purchasing new product.

15
Assael (1993) mentioned that satisfaction occurs when customer expectations are met or

exceeded and the purchase decision is reinforced. Satisfaction reinforces positive attitudes

toward the brand, leading to the greater likelihood that the consumer will repurchase the same

brand. Dissatisfaction results when consumer expectations are not met, such disconfirmation of

expectations is likely to lead to negative brand attitudes and lessens the likelihood that the

consumer will buy the same brand again.

Oliver (1992) submitted that satisfaction is a consumer’s post-purchase evaluation and

affect response to the overall product or service experience. Bitner (1990) said that at post-

purchase stage, consumers have first-hand experience and familiarity on which to base

satisfaction evaluations. Satisfaction in turn has been shown in a number of works to be a

reliable predictor of repurchase decisions. Customer satisfaction is a barometer that predicts the

future customer behavior (Hill, Roche & Allen 2007.)

Kotler (1996) mentioned that after purchasing the product, the consumer would

experience some level of satisfaction or dissatisfaction. Some buyers will no long want the

flawed product, others will be indifferent to the flaw, and some may even see the flaw as

enhancing the product’s value. For example, an upside-down page in the first edition of a

famous author’s book might make the book become a collectible item worth many times its

original purchase price. Some flaws can be dangerous to consumers. Companies making

automobiles, toys, and pharmaceuticals must quickly recall any product that has the slightest

chance of injuring users as consumer’s satisfaction or dissatisfaction with the product will

influence subsequent behavior. If the consumer is satisfied, he or she will exhibit a higher

probability of purchasing the product again.

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2.1.5 Features of Brand Image

According to Kotler (2000), Image is the way that public perceives the company or its

product. Image is affected by many factors beyond the company’s control. The consumer

develops a set of band beliefs about where each brand stands on each attribute. The set of beliefs

about a brand make up brand image. The consumer’s brand image will vary with his or her

experiences as filtered by the effects of selective perception, selective distortion and selective

retention.

Romaniuk studied the relationship between association of a brand with different types of

image attributes and subsequent purchase of the brand. The image attributes incorporated were

based on the product categories, situations and benefits offered. While mention of the brand for

an image attribute was positively related to future purchase, this relationship did not vary

between attributes once brand and attribute size was taken into account. However, a positive

relationship was found between the number of attributes associated with the brand and future

purchase.

Asia market research stated that brand image is not something you have or you do not

have. A brand is unlikely to have one brand image, but several, though one or two may

predominate. The term "brand image" gained popularity as evidence began to grow that the

feelings and images associated with a brand were powerful purchase influencers, though brand

recognition, recall and brand identity. It is based on the proposition that consumers buy not only

a product, but also the image associated of the product, such as power, wealth, sophistication,

and most importantly identification and association with other users of the brand. Good brand

images are almost always unique among competitive brands. Brand image can be reinforced by

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brand communications such as packaging, advertising, promotion, customer service, word-of-

mouth and other aspects of the brand experience.

2.1.6 Features of Media

Media search is defined as the non-personal communication channel carry messages

without personal contact or interaction. In a review of the information-search material, Beatty

and Smith (1987) identified three major dimensions of search (basically, types of information

source): media, interpersonal, and neutral. In this research, neutral source is combined with

media source; interpersonal source is not included. Neutral sources refer to reading about phone

rating in magazines, they can be considered to be part of the media source. Interpersonal source

doubtless plays a role in mobile phone purchases. However, the pervasiveness of such

influences renders it difficult to predict where in the choice process it is most appropriately

modeled. For example, a consumer may consult with friends and relatives when he or she first

thinks of buying a phone and may also use a “purchase pal” for the final purchase. Therefore,

information search from interpersonal source is omitted from the proposed model. So, the type

of information sources is included here is media search.

MuLuhan’s statement “The medium is the message” implies that the medium

communicates an image independent of any single message it contains. The interpretation of an

advertising message is therefore a function of the medium by which it is transmitted as well as

the content of the message. The role of the medium in communications is illustrated by the fact

that the same advertisement will result in different communications effects when run in different

media.

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2.1.7 Media Environments

The most distinction is between broadcast (TV and radio) and print (newspapers and

magazines). Krugman described the broadcast media as “cool” or low involvement media and

the print as ”hot” or high involvement media. Television, in particular,

produces low personal involvement because the rate of viewing and understanding is out

of the viewer’s control. There is little opportunity to dwell on a point in television

advertising. In contrast, the print media and magazines in particular allow the reader to

set the pace. There is more opportunity for making connections and dwelling on points of interest

in advertising. The result is that the print media allow for a more traditional learning

environment in which information can be absorbed and integrated. The print message is more

likely to lead to a change in attitude and in behavior. Radio falls between TV and magazines

since some involvement is required to visualize the advertising message, but not to the degree

required by print.

Krugman equates the environment for television as the equivalent of random or

“unanchored” learning. Advertising messages are retained without a process if perception and

comprehension. On this basis, television may be a more effective medium for quick message

designed to maintain familiarity with the brand and reinforce positive experiences. Magazines

may be more effective in providing information on product attributes and persuading consumers

when brand alternatives must be carefully compared.

There are other environmental factors that distinguish media categories. Television is a

good medium for products that require a physical demonstration or action (mobile phones,

children’s toys). Radio is an effective medium for products requiring sound-records, theater

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productions, and political candidates. Magazines are important as sources of information of

product attributes because of the ability to present messages in print. Newspapers are

particularly effective source of information on sales and local merchandise. Newspapers permit

consumers to pre shop and can be carried around as sources of shopping information.

If the consumers are satisfied with the current phone, media and internet search may be

reduced because of the consumer’s likely intention to buy the same brand. This in turn reduces

the accessibility of other brands and leaders to a small size for the consideration set.

Alternatively, lower levels of satisfaction would increase the perceived need to access additional

information in order to arrive at a more satisfactory choice. For example, dissatisfaction may

lead to a reexamination or rejection of no compensatory decision rules thereby leading to

increased media search.

2.1.8 The Stages of the Buying Decision Process

According to Kotler (1997), the buying decision process consists of five stages; problem

recognition, information search, evaluation and selection of alternatives, decision

implementation, and post-purchase evaluation. Consumers may skip or reverse some stages.

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Problem Recognition

Information Search

Evaluation and Selection of

Alternatives

Decision
Implementation

Post-purchase
Evaluation

Figure 2.1 – The Consumer Information Processing Model

Source: Kotler, 1997, Marketing Management: Analysis, Planning, Implementation, Control

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i) Problem Recognition

The buying process starts when the buyer recognizes a problem or need. The need can be

triggered by internal or external stimuli. When we find out a difference between the actual state

and a desired state, a problem is recognized. When we find a problem, we usually try to solve the

problem. We, in other words, recognize the need to solve the problem.

ii) Information Search

An aroused consumer will be inclined to search for more information. We can distinguish

between two levels of arousal. The milder search state is called heightened attention. At this

level a person simply becomes more receptive to information about a product. At the next level,

the person may enter active information search: looking for reading material, phoning friends,

and visiting stores to learn about the product, Consumer information sources fall into four

groups:

a. Personal sources: Family, friend, neighbors, and acquaintances

b. Commercial sources: Advertising, sales persons, dealers, packing, displays

c. Public sources: Mass media, consumer-rating organizations

d. Experiential sources: Handling, examining, using the product

The relative amount and influence of these information sources vary with the product

category and the buyer’s characteristics. The consumer receives the most information about a

product from commercial sources i.e., marketer dominated sources but the most effective

information comes from personal sources. Through gathering information, the consumer learns

more about some brands that complete in the market and their features and characteristics.

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Theoretically, there is a total set of brands available to consumer, but he/she will become aware

of only a subset of the brands (awareness set) in the market. Some of these brands may satisfy

his/her initial buying criteria, such as price and processing speed (consideration set). As he/she

proceeds to more information search, only a few will remain as string candidates (choice set)

iii) Evaluation of Alternatives

How the consumer does processes competitive brand information and evaluate the value

of the brands? It is to see the evaluation process as being cognitively driven and rational. A

consumer is trying to solve the problem and ultimately satisfying his/her need. In other words,

he/she will look for problem-solving benefits from the product. The consumer, then, looks for

products with a certain set of attributes that deliver the benefits. Thus, the consumer sees each

product as a bundle of attributes with different levels of ability of delivering the problem solving

benefits to satisfy his/her need.

iv) Decision Implementation

To actually implement the purchase decision, however, a consumer needs to select both

specific items (brands) and specific outlets (where to buy) to resolve the problems. There are, in

fact, three ways these decisions can be made: 1) simultaneously; 2) item first, outlet first, item

second (Hawkins, Best& Coney, 1983). Once the brand and outlet have been decided, the

consumer moves on to the transaction (“buying”).

v) Post-purchase Behavior

The type of preceding decision-making process directly influences post purchase

evaluation processes. Directly relevant here is the level of purchase involvement of the

consumer. Purchase involvement is often referred to as “the level of concern for or interest in the

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purchase, situation, and it determines how extensively the consumer searches information in

making a purchase decision. Although purchase involvement is viewed as a continuum (from

low to high), it is useful to consider two extreme cases here. Suppose one buys a certain brand of

product as a matter of habit (habitual purchase). For him/her, buying a soft drink is a very low

purchase involvement situation, and he/she is not likely to search and evaluate product

information extensively. In such a case, the consumer would simply purchase, consume and/ or

dispose of the product with very limited post purchase motivation.

Post-purchase
Dissonance

Figure 2.2 – Elaborate Post – purchase Evaluation

Source: Hawkins, Best and Coney, Consumer Behavior, Building Marketing Strategy, 2001

After purchasing the product, the consumer will experience some level of satisfaction or

dissatisfaction. The marketer’s job does not end when the product is bought. Marketers must

monitor post-purchase satisfaction, post-purchase actions, and post-purchase product use.

(a) Post-purchase Satisfaction

The buyer’s satisfaction of the closeness between the buyer’s expectations and the

product’s perceived performance. If performance falls short of expectation, the customer is

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satisfied. These feeling make a difference in whether the customer buys the product again and

talks favorably or unfavorably about the product to others. The larger gap between expectations

and performance, the greater the consumer’s dissatisfaction.

(b) Post-purchase Action

The consumer’s satisfaction or dissatisfaction with the product will influence subsequent

behavior. If the consumer is satisfied, he or she will exhibit a higher probability of purchasing

the product again. The satisfied customer will also tend to say good things about the brand to

others. Dissatisfied consumers may abandon or return the product. They may seek information

that confirms its high value. They may take public action by complaining to the company, going

to a lawyer, or complaining to the groups (such as business, private, or government agencies).

Private actions include making a decision to stop buying the product or warning friends.

(c) Post-purchase Use and Disposal

If consumer store the product in a closet, the product is probably not very satisfying, if

they sell or trade the product, new product sales will be depressed. Consumers may also find new

uses for product or throw it away.

2.1.9 Buying Behavior

Consumer’s decision making varies with the type of buying decision. Marketers have

classified types of buying behavior by using different criteria. Assael (1984) gave an approach

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that also distinguished four types of buying behavior based on the degree of buyer involvement

and the differences among brands.

a) Complex Buying Behavior

Consumers engage in complex buying behavior when they are highly involved in a

purchase and aware of significant differences among brands. This usually the case when

the product is expensive, bought infrequently, risky and highly self-expressive such as

purchasing for a personal computer and new car among others. Typically, the consumer

does not know much about the product category and therefore cannot rely on experience.

The marketer of high involvement product most understands consumers’ information

gathering and evaluation behavior. The marketer needs to develop strategies that assist

the buyer in learning about the product’s attributes and their relative importance, and that

call attention to the high standing of the company’s brand on the more important

attributes to influence the final brand choice.

b) Dissonance – Reducing Buyer Behavior

Sometimes consumer is highly involved in a purchase but sees little difference in the

brands. The high involvement is based on the fact that the purchase is expensive, infrequent, and

risky. In this case, the buyer will shop around to learn what is available but will buy fairly,

quickly, perhaps responding primarily to a good price or to purchase convenience. After the

purchase, the consumer might experience dissonance that stems from notice certain disquieting

features or hearing favorable things about other brand. The consumer first acted, then acquired

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new belief, and then ended up with a set of attitude. Marketing communication should supply

belief and evaluations that help the consumer feel good about his or her brand choice.

c) Habitual Buying Behavior

Habitually purchasing behavior is low consumer involvement and the absence of

significant brand differences. Consumers do not search do not search extensively for

information, evaluate characteristics, and make a decision on which brand to buy. Instead, they

are passive recipients of information; advertising repetition creates brand familiarity rather brand

conviction. After purchase, they may not even evaluate the choice because they are not highly

involved with the product. Consumers frequently purchased products of relatively low cost and

low risk tend to belong in this category.

d) Variety Seeking Buying Behavior

Some purchasing situations are characterized by low involvement but significant brand

differences. Consumers are often to do a lot of brand switching which occurs for variety rather

than dissatisfaction.

2.1.10 Product Attribute, Brand and Repeat Purchase

 Product Attribute

Tina Eaton (2018) mentioned that product attributes are what consumers want to know

and how to give it to them. When it comes to consumers goods, shoppers want products that

meet their very specific needs. And they are finding and purchasing these goods by searching for

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very specific product attributes. Consumers today are long on information and short on time.

They are poised to purchase your product with the tap of a finger as long as they can easily tell

that it’s exactly what they are looking for. In recent years, the number of mobile phone attributes

has increased, with manufacturers introducing new features to distinguish their phones from

others. This increase in product attributes makes it difficult for consumers to choose the brands

they want, with mobile phones now having many attributes that increase their uses, and can

make calls, send messages, access the internet, and so forth.

According to Crawford and Benedetto (2000), attributes are of three types: features, functions,

and benefits. Benefits can be broken down in an almost endless variety – uses, user, used with,

used where, and so forth. Theoretically, the three basic types of attributes occur in sequence. A

feature permits a certain function, which in turn leads to a benefit. Crawford and Benedetto

(2000) explained that attributes with an example, they said that a spoon is a small shallow bowl

(feature) with a handle (another feature) on it. The bowl enables the spoon to function as a holder

and carrier of liquids. The benefits include economy and neatness of consuming liquid materials.

Of course, the spoon has many other features (including shape, material, reflection, and pattern)

and many other functions (it can pry, poke, project, and so on). These are many other benefits

(such as pride of ownership, status, or table orderliness). Crawford and Benedetto (2000)

described the set of product attribute as shown in Table 2.

Table 2.1: A Typology of Attributes

Product attributes are of three types

Features, Functions and Benefits

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1. Features can be many things: Dimensions, aesthetics, characteristics, components,
source ingredients, manufacturing, materials, services, performance, price, structures,
trademarks etc.
2. Benefits can be many things: Uses, sensory enjoyment, economic gain, saving (time,
effort), nonmaterial well-being etc.
3. Functions are how products work (e.g. a pen that sprays ink onto the paper). They may
unlimited in variety, but are not used nearly as often as benefits and features

Source: Crawford and Benedetto (2000)

 Brand

A brand is an identifying symbol, mark, logo, name, word and/or sentence that

companies use to distinguish their product from others. A combination of one or more of those

elements can be utilized to create a brand identity (Will kenton, 2018). Tanya Sammut-Bonucci

(2017) mentioned that a brand is seen as a set of tangible and intangible attributes designed to

create awareness and identity, and to build the reputation of a product, service, person, place, or

organization.

According to Keegan and Green (2011), brands are packages for metaphors and experiences

that consumers carry in their minds. Kotler and Armstrong (2010) support the idea that brands

are names or words used to recognise products and differentiate them from those of competitors.

Furthermore, Levy and Weitz (2012) explain brands as being different names, such as logos, that

distinguish the products of one company from those of their competitors. Brand names not only

identify manufacturers of products, but also provide consumers with a focus for their

preferences, which gives them the assurance of certain levels of brand quality. Brands testify to

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those truths regarding mobile phones that are considered important by consumers when making

brand preference decisions (Marumbwa 2013).

From the above definitions, a conclusion can be drawn that brands consist of different

things, depending on what marketers or sellers provide. They are mainly used to differentiate

similar products between sellers. In the mobile phone industry, many different brands, such as

Nokia, Samsung and Apple, exist.

Marketing helps one to know how important it is that brand speaks to customers on an

emotional level. When someone feels a strong positive emotional tie with a product, that emotion

creates brand loyalty and this inspires repeat purchase. You can use the metaphor of a journey to

describe how customers move from just knowing about your brand to feeling loyal to it. So, how

do you know where your customers are on this journey, and how do you encourage them along?

Do most of your customers just recognize your brand and drop it as soon as competitors put

similar products on sale? Or, does your brand create a sense of personal identity and loyalty with

your customers?

 Repeat Purchasing

A repeat purchase is the purchase by a consumer of a same-brand product as bought on

a previous occasion. A repeat purchase is an indicator of a degree of customer loyalty to a brand.

It is also an opportunity for marketers to establish long-term customer relationships. A high

number of repeat purchases indicates a satisfied and “well-retained” customer, which reduces

new-customer acquisition costs and increases overall profitability. The business’ repeat purchase

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rate may be increased using web and social media promotions, digital loyalty programs, and

exceptional customer service. (Active Demand, 2017)

2.2. The theories related to purchase evaluation

To be successful, marketers have to understand the various influences on buyers and

develop an understanding of how consumers actually make their buying decision. Specifically,

marketers must identify the steps in the buying decision. For this study, self-concept and

stimulus-response learning theories provided the underpinning framework for the research.

These theories were selected based on their relevance to the study.

2.2.1 Self-Concept theories

The self-concept theory is defined by Rosenberg (1979) as the entirety of an individual’s

thoughts and feelings having reference to themselves as objective beings, and is associated with

behaviour and feelings. Other authors argue, however, that the self-concept theory is based on

the perception and responses of other people, because the appraisals that individuals obtain from

others greatly influence their behaviour (Solomon 2013)

According to McCraken (1986 cited in Khare and Handa 2009), there is a relationship between

consumer brands and the self-concept of individuals. Consumers usually prefer brands that

match their self-concepts in order to express themselves to those around them, and show that

they conform to the concept being emphasised by the brand’s usage. Moreover, consumers prefer

certain brands to maintain or create self-images for either themselves or their group members.

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Consumers prefer brands matching their own self-images, thus the greater the relationship

between self-images and brands, the stronger will be specific brand preferences (Escalas and

Bettman 2005).

Furthermore, Marisa (2014) mentions that there are four possible “selves” that individuals

can portray. These are: the actual self, which is how individuals in fact see themselves; the

second is the ideal self, which is how individuals would like to see themselves; the third is the

social self, which is how individuals feel others see them; and, finally, there is the ideal social-

self, which is how individuals would like others to see them. These three selves always influence

purchasing decisions that consumers make, with buyers first considering what they think, see and

wish to become before making choices. People buy brands that they think represent images

similar to their own self-images in order to attain self-image congruence (O’Cass and Frost

2002)

They prefer brands that define who they and who others think they are. Consumers become

attached to brands in order to maintain their personal self-concepts (Solomon 2013). Consumers

maintain their own self-concepts through the products and brands they prefer and consume,

which define, maintain and enhance their self-concepts (Marisa 2014). Sincero (2015) argues,

however, that the self-concept theory possesses a limitation that it is learned, organised and

dynamic. This makes it difficult for marketers to see self-concepts as influencing brand

preferences, because consumers are faced with different situations to which they react

differently, and may switch from one brand to another depending on this. Self-concepts are

therefore continuous development processes during which consumers may discard ideas,

perceptions and behaviours that are not self-congruent.

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2.2.2 Stimulus-Response theory

Stimulus-Response (S-R) is a classic psychological conditioning model used to explain

how individuals behave (Sahnay 2007). Consumers react largely to external stimuli when faced

with purchasing situations (Schiffman and Kanuk 2010). S-R, also known as Classical

Conditioning, involves the study of the connections between stimuli and the behaviour with

which consumers respond. According to the S-R theory, certain stimuli trigger responses from

consumers. In this case, stimuli such as brand popularity, prices, social influences and marketing

communications affect the mobile phone brands consumers prefer. Stimuli are external objects,

situations or cues that consumers perceive, whilst responses are behaviours by consumers in

reacting to these (Sahnay 2007). Stimuli such as advertisements, brand prices, social influences

and marketing communications influence these consumer responses, which can lead to either

negative or positive brand preferences evolving.

Similarly, Perreault (2010) explain S-R theory as a learning process whereby stimuli

encourage actions. These consumer actions depend on the types of stimuli to which they are

exposed. Stimuli are cues which decide when, where and how individuals respond, and

marketers influence consumer brand preferences by providing such cues to motivate them. This

theory only focuses on external cues, however, and ignores internal cues which also influence

mobile phone brand preferences.

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Stimuli here refer to brand attributes, such as popularity, price, marketing communications

and social influences that affect individuals in responding with specific behaviour. When

consumers respond to stimuli, these therefore influence their behaviour.

2.3 Empirical Review

2.3.1 Studies in Nigeria

Since 1994, mobile phones have become increasingly popular but he emergence of mobile

phones into Nigeria was in 2001 during the regime of General Olusegun obasanjo and this action

saw the rapid purchase and usage of phones for communications in Nigeria. Prior to the advent

of GSM in 2001, phone penetration was low to the verge of negligible. Nitel had the monopoly.

In Nigeria, deregulation of the mobile phone market has led to the introduction of Global System

for Mobile Communication (GSM). Use of cell phones has soared, and has mostly replaced the

unreliable fixed line services of Nigeria Telecommunications Limited (NITEL). A March 2018

estimate placed the percentage of mobile phones in Nigeria at about 84% ([Link]), with

most people having more than one cellphone. After a decade of failed privatization attempts, the

incumbent national telecommunication NITEL and its mobile arm M-Tel are currently in

liquidation.

The Nigeria retail environment for mobile phones is growing, with newer and cheaper

versions being introduced to the market, leading to high levels of competition and innovation due

to the ease of communication and convenience brought about by mobile phones, they have

become a necessity. This development gave rise to different brands of mobile phones like

Nokia, Android smart phones and apple Iphones. The fact that this industry is rapidly growing

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leads to a high rate of competition amongst manufacturers and retailers of mobile phones. The

attributes of these different brands gave customers the privilege of purchasing the mobile phone

of their choice with regard to the product attributes.

According to [Link] (2018) Samsung, Infinix, Tecno are the major brands used by

consumers in Nigeria. The use of the Apple brand is low in Nigeria, due largely to its expensive

pricing structure. Mobile phone has become a widely used product and its usage and repeat

purchase technique is found most among youths.

2.3.2 Studies in Developing Countries

According to Henderson (2012), the mobile phone industry is experiencing a fast growth

rate with many affordable and similar phones being introduced. This view is supported globally

by the GSMA Mobile Economy Report (2014) which states that the mobile industry has

increased dramatically over the last decade. The report reveals that, by the end of 2013, mobile

phone subscribers had increased to 3.4 billion. Today’s ever-changing modernizations and

countless emerging innovations have resulted in huge improvements in available mobile phone

technology. We live in a world where everybody wants to remain abreast with the latest, most

advanced gadgets and technology. As a result, the mobile phone industry keeps growing, since it

provides essential everyday tools for all.

The South African mobile phone industry has undergone numerous changes, and has seen

the rapid adoption of the Global System for Mobile Communications (GSM), in the past few

years. There has also been an increase in new and cheaper mobile phones being introduced to the

market, which has intensified both competition and innovation in the industry (Euro monitor

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International 2015). Moreover, due to the ease of communication and convenience provided by

mobile phones, they have now become a necessity. This fact has led to accelerated market

growth and heavier competition amongst mobile phone manufacturers and retailers. This growth

has seen an increase in competitive rivalry, and as a result of the many offerings of reasonably

priced mobile phones and similar devices, the industry has grown significantly within the last

three years (Khan and Rohi 2013).

According to the South African Mobile Phone Report (2014), Blackberry is the major

brand used by consumers in South Africa, followed by Nokia and Samsung. The use of the

Apple brand is low in South Africa, due largely to its expensive pricing structure. The report

shows that, with a high rate of technological adoption, consumers are constantly on the lookout

for new mobile phone brands. The report market share records show, however, that there has

been a decrease in market shares for Blackberry and Nokia, which sees Samsung assuming the

position of market leader in the years ahead.

The use of mobile phone in Malaysia has increased tremendously in the recent years. It will

not be surprising if the usage of mobile phone has surpassed the usage of landline for a typical

household, including Malaysia. A mobile phone no longer just limited to receiving call and short

messaging services nut a mobile phone could perform multiple task through connection to the

internet. The demand for Smartphone has rapidly surged upward as it enables the consumer to

utilize its function into accessing the internet via the gadget. Mohd Hasan (2013) has found that

the amount of purchasing smartphones in Malaysia has increased to 7.7 million in 2013. With

this rapid increase, every player in the mobile phone industry is trying to secure their market

share by focusing on repurchase behavior as a means to its marketing position.

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2.3.3 Studies in Developed Countries

With the advent and rapid growth of the technological era, the demand for mobile

phones has increased (Petruzzellis 2010). Mobile phones are useful for communication, and are

convenient, especially for university students. Mobile phones are now a necessity in the lives of

people. Due to rapid developments in technology, modernisation and new innovations, there is a

short mobile phone lifecycle, which has a tremendous impact on the manufacturers and retailers

of such products. It is worth noting that many studies have been conducted in the area of product

attributes on brand repeat purchase of mobile phones across the world.

Marketers around the world in developed countries have invested substantial amount of

capital in Research and Development to determine what could keep consumers loyal to a brand.

Only those companies that use consumer-oriented approach may stand for a chance to attain

customer retention and gain competitive advantage. International Review of Management and

Marketing (2016) Smartphone industry in U.S.A studied that consumers who bought an iPhone

will also purchase Apple related products, such as MacBook, iPad, iWatch and etc. And often

customers will queue up to purchase the latest product or gadgets. Such action or behavior for

companies and it is therefore crucial to study the influence of repeat purchase behavior. The like

hood of a consumer to repeat purchase a particular product depends on the interaction of the

consumer need for it, their judgment towards it and opinion of it and of the product or service

providers.

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Competition in global market is getting fierce and the cost acquiring new customers is

substantially getting higher over the period (Kuo, 2013), therefore most product and service

providers are concerned in the most effective ways to retain customers

2.3.4 The Effect of Prior Experience of Product on Repurchase Decision Making

Walters (1980) submitted that the prior’s experiences of product gained as a result of

recognizing and coming to grips with dissonance leads to new experience which the consumer

internalizes as feedback. It may be a new understanding of oneself, a better appreciation of

product performance, knowledge of how others feel about the decision, a better feeling for

alternatives and a perception of possible new products to purchase. And the prior’s experience of

product is used in the next purchase situation. It also can help the individual avoid some of the

pitfalls of decision making the next time a similar product must be purchased. As a result, the

entire purchase can be made more efficient.

Garfield (1996) stated that customers who make repeat purchases are important because

they provide some stability to an organization and also provide a means of improving sales

volume by increasing the size of their orders. Wilkie (1990) mentioned that repeat purchase

occur when consumers have learned, through prior’s experiences of product, “specific purchase

behavior” to be rewarding. Oliver and Swan (1989) mentioned that if a consumer has a good

experience before, repeat purchase may occur however, if a consumer has a bad experience, the

chances of repeat purchase and brand or store loyalty are much less likely.

Smith and Swinyard (1982) mentioned that prior’s experience of product is more vivid

and therefore more memorable because the prior’s experience of product is the experience which

38
self-generated, it is deemed trust worthier than experience gathered from other communications,

which results in strongly held beliefs. Thus Erdem (1998) mentioned that consumers with

prior’s experience of product have greater parent knowledge, better recall of the parent’s brand,

and greater confidence in their belief about the parent brand than consumers with no prior’s

experience of product, it better to make the repeat purchase decision making that can reduce the

risks involved in purchasing a new product.

Hoch and Deighton (1989) mentioned that product experience tends to be regarded as

beyond the reach of managerial influence. Experience with a product or a service is not a simple

process of discovering objective truth. It is to a greater or lesser extent, open to influence and the

consumer’s confidence in the objectivity of such learning can be illusory. If managers could

influence what consumers learn from proposal acquaintance, many of these problems would fall

away because consumers tend to grant special status to conclusion drawn from experience. (e.g.,

experience is the best teacher). The consumers do for several reasons. First, motivation and

involvement tend to be higher and exposure is self-selected. Control of the usage situation and

context may render the experience more germane. Second, consumers often take pride in such

learning and form internal attributions about personal efficacy. Experience also promotes better

memory because information is more vivid and concrete and because experience requires more

elaborative internal rehearsal and self-generation. Finally, experience is likely to have a greater

direct influence on behavior.

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2.3.5 Summary of Review and Gap in Literature

This study intends to analyze how consumer satisfaction, prior experience of product, brand

image and information from mass media influences the brand repeat purchase of product using

mobile phone as case study.

In conducting this research, literature on advertising, brand Image, consumer satisfaction,

purchase decision and influence of media on brand image and consumer satisfaction exist

extensively and have been widely researched by scholars such as Kohler (1997:2000), Hague

(2016), Arens (1996), Hill, Roach & Allen (2007). However, little academic literature was

discovered on the various levels of population impacted by brand image and the media,

especially the youth. This is a gap which this study seeks to find answers to.

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CHAPTER THREE
METHODOLOGY

       This chapter described the methodology of the study which contained research method

used, target population, sampling procedure, research instrument, collection of data/gathering

procedure and data analysis techniques.  Researcher will also explain the method to be used in

getting data as well as the reason why those methods will be selected.

3.1 Area of Study

The area of study for this project is Obafemi Awolowo University Ile-Ife. The University

was established in October 1962 as University of Ife. The Ashby commission did not

recommend the University, because the commission assumed then that the University College,

Ibadan would serve the Western region of Nigeria. In June 1961, the Western region legislature

passed a law establishing the Provisional Council of the University of Ife. It started academic

activity in October 1962 on the site of Ibadan branch of the Nigeria University College

(Fafunwa, 1971). The University moved to its new site in 1967 with 1,200 students and 240 staff

members. The University is located at the outskirt of the ancient town of Ile-Ife in the present

Osun State.

The first Vice-Chancellor of the new University was Professor Oladele Ajose, a

university of Glasgow graduate and Nigeria’s first Professor of Public Health (1962-66), The

second vice chancellor was Professor H.A. Oluwasanmi (1966-1975), follwed by Prof Wande

Abimbiola (1975-1990). Next was Prof Niyi Oshuntogun (1990 – 91); followed by Prof Wale

Omole (1991-1999), and Prof Rogers Makanjuola (1999 2006). Next was Prof. Michael

Faborode (2006-2011), followed by Prof Bamitale Omole (2011-2016), and Prof. Antony

41
Elujoba (2016-2017). While the present Vice Chancellor is Prof Eyitope Ogunbodede (2017 till

date) The motto of the University is Learning and Culture.

The Ife campus is famously regarded as “Africa’s most beautiful campus” the University

is endowed with a beautified architectural masterpiece and an eye catching landscape ensconced

on about 5,000 areas of total of 13,000 alive of the land owned by the University. The faculties

in the University include: Administration, Agriculture, Arts, Basic Medical Sciences, Clinical

Sciences, Dentistry, Education, Environmental Design and Management, Law, Pharmacy,

Sciences, Social Sciences and Technology. The major halls of residences for undergraduates are

Fajuyi, Awolowo, Economic Trust Fund and Angola hall for male students while Moremi,

Mozambique, Akintola and Alumni halls are for female students. Muritala hall also exists for

post-graduate students.

Dissatisfaction
Obafemi Awolowo University offers undergraduate and post-graduate programmes in

various fields of specialization spanning the administration, humanities, the natural sciences, the

social sciences, the medical sciences, engineering and technology.

3.2 Research Design 

       For the purpose of this study, sample survey method will be adopted for this research

technique. The use of questionnaire will be used to gather primary data and record people's

responses for analysis. A method of data collection based on communication with a

representative sample of the target population (Zikmund, 1997). Surveys can be qualitative as

well as quantitative. Researchers use it due to its cost effectiveness, less time talking, high

effectiveness and accuracy mostly prefer survey. 

42
3.3 Population and Sample size

The population for this study comprises of 400 selected students from the 14 faculties of

Obafemi Awolowo University Ile-Ife Nigeria. The Taro Yamane formula was adopted to arrive

at the sample size 'n' with a 5% level of significance.

The Taro Yamane formula states that;

n= _____N_____

1+ N(e)²

Where n = Corrected sample size

N = Population size

e = Level of significance

n= ______400______

1+ 400 (0.05) ²

n = 200

Thus, the sample size for the population is 200

This research selects 200 respondents as the sample size.

The use of convenient and purposive sampling is used to obtain information.

3.3.1 Sampling Techniques 

To obtain accurate and necessary data, the questionnaire copies will be examined among

certain group in order to draw conclusions and make important decision. The use of convenient

43
and purposive sampling techniques will be used to obtain information because it is most effective

when it is needed to study certain cultural domain.

3.4 Model Specification

Regression analysis will be adopted in testing the relationship in the objective of this

study. To evaluate the effects of Product attributes on brand repeat purchase of mobile phones

among Obafemi Awolowo University, regression analysis will examine the relationship between

the independent variable which is product attributes and the dependent variable which is brand

repeat purchase.

The equation of this objective is;

Yi = a + b1X1 + e . . . . . . . . . . . . . . . . . . . . . . . (1)

Where:

Y = Brand repeat purchase

a = Constant / Anonymous variable

b1 = Coefficient of the independent variable

X1 = Product Attributes

e = Error term

44
Measurement of variables

This section examine the variables involved in each objectives and measurement of each

objective;

i. Examine the effect of prior experience of product on the repurchase decision of mobile

phone users. The variables involved in this objective is the price, Quality and size and it will be

measured in frequency and percentages.

ii. Assess the customer's satisfaction of a product plays on repurchase decision making of

customers. The variables involved are Durability, Loyalty, Sophistication and Entertainment and

it is measured in Likert Scale.

iii. Determine the relationship between brand image and repurchase decision making of

customers. The variables involved are Popularity, Reputation, Packaging, Promotion and they

will be measured in Likert Scale.

iv. Analyse the relationship between information from mass media and repurchase decision

making of mobile phone user. The variables involved are Incentives, Advertisements,

Appearance etc. and they will be measured in Likert Scale

45
3.1 Variable and measurement

S/ OBJESCTIVES VARIABLES MEASUREMENT

N
1 Examine the effect of prior experience of Price, Quality, Size Frequency and

product on the repurchase decision of percentage

mobile phone users

2 Access the customers satisfaction of a Durability, Loyalty, Likert scale

product plays on repurchase decision Sophistication,

making of customers Entertainment

3 Determine the relationship between Popularity, Likert Scale

brand image and repurchase decision Reputation,

making of customers Packaging, Promotion

4. Analyse the relationship between Reviews, Likert Scale

information from mass media and Advertisement,

repurchase decision making of mobile Appearance

phone users
Source: Field Survey, 2020

3.6 Research Instrument

The major instrument to be used for this study is the structured questionnaire. The

questionnaire is divided into two sections. The first section focused on the the demographic
46
information of the respondents while the second section will consist of statement drawn by the

researcher, which is relevant to the entire concept of the research study, such that the main topic

of the research is brought into focus.

In the design of the questionnaire, structured response question is used. The responses

are structured on the five point Linkert scale type of responses namely; (strongly Agree, Agree,

Undecided, Disagree and Strongly Disagree)

3.7 Validation and Reliability of Research Instrument

Reliability is the extent to which the research instrument is dependable and trustworthy.

According to [ CITATION Bry08 \l 1033 ], reliability describes the ability of a research finding to be

repeated in a different situation. For reliability, the instrument clearly defined some concepts used

to frame the items that highlight the concept used. Another means that was used to determine the

reliability of the instruments was the pre-test conducted to ascertain the dependability and the

consistency of the items in the questionnaire.

Validity refers to the ability of a test to measure what it purports to measure. Validity here is

measured based on the content of the questionnaire used for extracting data from the respondents

which was designed in a way that was easily understood by the respondents. It was also

dependent on the consent of the participants which was gained.

3.8 Data Analysis Techniques

Data analysis techniques will be descriptive involving the use of frequency tables. Tables

would be employed for presenting the date collected. percentages will be used in analysing the

47
data thereby making valid inference and conclusions. The statistical package for scientists

(SPSS) would be used to correlate, ensure accuracy and to minimize cost. Also research work

will ensure that all questions in the questionnaire contains all that is implied in the research

questions.

48
Table 3.2

Objectives and data analysis method

Objectives Data Analysis

i. Examine the effect of prior experience of Descriptive statistics and percentages.

product on the repurchase decision of mobile

phone users
ii. Access the customer’s satisfaction of a Descriptive statistics and percentages.

product plays on repurchase decision making

of customers
iii. Determine the relationship between brand Descriptive statistics and percentages.

image and repurchase decision making of

customers
iii. Analyse the relationship between Descriptive statistics and percentages, mean

information from mass media and repurchase and rank standard deviation

decision making of mobile phone users

Source: Field survey, 2020

49
CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the results of the study that will be analyzed and interpreted to provide

answers to research questions. Descriptive statistics is employed to analyse relevant variables.

Multiple regression was also used to analyse the effect of product attributes on brand repeat

purchase of mobile phones.

4.1 SOCIO-DEMOGRAPHIC CHARACTERISTICS OF RESPONDENTS

Table 4.1 shows the socio-demographic characteristics of respondents. Gender distribution

shows that 91 (4.5.5%) of the respondents are male while 109 (54.5%) are female. This implies

that we have more female students among the respondents.

The data presented in Table 4.1 also shows that 55 (27.5%) of the respondents are below 20

years of age, 141 (70.5%) are between 20-30 years and 4 (2.0%) are between 31-40 yrs. This

implies that most of the respondents are within the age bracket of 20-29 years.

We can also see from the table the percentage of respondents of the various departments 0.5 %

are from linguistics and African languages, 2.5% from political science, 1.5 from demography

and social statistics, 2.0% from international relations, 9.0% from law, 1.0% from public

administration,4.5% from geography, 0.5% from physical and health education, 2.5% from

pharmacy, 1,5% from philosophy, 1.5% from chemical engineering, 2.5% from biochemistry,

3.0% from educational foundations and counseling, 2.5% from medical rehabilitation, 4.0% from

microbiology, 11.5% from management and accounting,0.5% from electrical and electronics

engineering, 1.0% form civil engineering, 6.5% from English, 1.0% from food science and

technology, 2.0% from department of continuing education, 4.0% from economics, 1.5% from

50
local government studies, 1.0% from history,3.0% from psychology, 2.5% from sociology and

anthropology, 2.0% from botany, 2.5% from mathematics, 2.5% from geology, 0.5% from

physics, 0.5% from estate management, 2.5% from family nutrition and consumer science. 1.0%

from soli science, 1.0% from educational administration and planning, 0.5% from dentistry,

0.5% from zoology, 1.5% from computer science and engineering, 1.0% from nursing, 0.5%

from fine arts, 2.0% from agricultural economics, 1.5% from animal science, 0.5% from

dramatic arts, 1.0% from mechanical engineering, 1.0% from quantity surveying, 1.0% from

conservation science and tourism, 0.5% from special education and curriculum studies, 0.5%

from chemistry, 1.5% from architecture and 0.5% from religious studies. Making a total of 49

departments. It means that most of the respondents are from the department of Management and

Accounting.

The data in Table 4.1 shows that, 38 (19.0%) are in 100 level, 44 (22.0%) are in 200 level, 32

(16.0%) are in 300 level, 55 (27.5%) are in 400 level, 9 (4.0%) are in 500 level, and (22) 11.0%

are post graduate students. This implies that most of the respondents are 400 level students.

Also, 23 (11.5%) are of BSc qualification, 20 (10.0%) are HND/OND holders, 13 (6.5%) are

NCE holders, 7 (3.5%) of the respondents have ICAN qualification, 10 (5.0%) are Diploma

holders and 127 (63.5%) have no other educational or professional qualifications. It can be

deduced that most of the respondents have no other Educational or Professional qualifications.

For the monthly income, as shown in Table 4.1, 4 (2.0%) have a monthly income of below

N10000, 102 (51.0%) earn between N10000-N19000, 75 (37.5%) earn between N20000-

N29000, 15 (7.5%) earn between N30000-N39000, 3 (1.5%) earn between N40000-N49000,

51
0.5% earn N50000 and above. It shows that most of the respondent earn between N10000-

N19000.

In addition, 40 (20.0%) consider themselves heavy users of mobile phone,131 (65.5%) consider

themselves medium users of mobile phone, 29 (14.5%) consider themselves light users of mobile

phone. This implies that most of the respondents consider themselves medium users of mobile

phone. Finally, 86 (43.0%) use the Tecno phone brand, 20 (10.0%) use Apple i-phone, 40

(20.0%) use Infinix, 32 (16.0%) use Samsung and 22 (11.0%) use brands other than the ones list

above. It shows that most of the respondents make use of the Tecno phone brand

52
Table 4.1 Percentage Distribution of Respondents According to Socio-Demographic

Characteristics

Socio-demographic Category Frequency Percentage

characteristics
Gender Male 91 45.5
Female 109 54.5

200 100
Age Below 20 55 27.5
20-29 141 70.5
30-40 4 2

200 100
Department Linguistics and African Languages 1 0.5
Political Science 5 2.5
Demography and Social Statistics 3 1.5
International Relations 4 2.0
Law 18 9.0
Pubic Administration 2 1.0
Geography 9 4.5
Physical and Health Education 1 0.5
Pharmacy 5 2.5
Philosophy 3 1.5
Chemical Engineering 3 1.5
Biochemistry 5 2.5
Education Foundation and Counselling 6 3.0
Medical Rehabilitation 5 2.5
Microbiology 8 4.0
Management and Accounting 23 11.5
Electrical and Electronic Engineering 1 0.5
Civil Engineering 2 1.0
English 13 6.5
Food Science and Technology 2 1.0
Department of Continuing Education 4 2.0
Economics 8 4.0
Local Government Studies 3 1.5
History 2 1.0
Psychology 6 3.0
Sociology and Anthropology 5 2.5
Botany 4 2.0
Mathematics 5 2.5
Geology 5 2.5
Physics 1 0.5

53
Socio-demographic Category Frequency Percentage
characteristics
Estate Management 1 0.5
Family Nutrition and Consumer Sciences 5 2.5
Soil Science 2 1.0
Educational Administration and Planning 2 1.0
Dentistry 1 0.5
Zoology 1 0.5
Computer Science and Engineering 3 1.5
Nursing 2 1.0
Fine and Applied Arts 1 0.5
Agricultural Economics 4 2.0
Animal Science 3 1.5
Dramatic Arts 1 0.5
Mechanical Engineering 2 1.0
Quantity Surveying 2 1.0
Conservation Science and Tourism 2 1.0
Special Education and Curriculum Studies 1 0.5
Chemistry 1 0.5
Architecture 3 1.5
Religious Studies 1 0.5

200 100
Level One 38 19.0
Two 44 22.0
Three 32 16.0
Four 55 27.5
Five 9 4.0
Postgraduate 22 11.0

200 100
Other educational or [Link] 23 11.5
professional HND/OND 20 10
qualifications NCE 13 6.5
ICAN 7 3.5
Diploma 10 5.0
None 127 63.5

200 100
Monthly income Below #10,000 4 2
#10,000 - #19,000 102 51
#20,000 - #29,000 75 37.5
#30,000 - #39,000 15 7.5
#40,000 - #49,000 3 1.5
#50,000 and above 1 0.5

54
Socio-demographic Category Frequency Percentage
characteristics
200 100
Phone usage Heavy 40 20
Medium 131 65.5
Light 29 14.5

200 100
Phone brand Tecno 86 43
Apple i-phone 20 10
Samsung 32 16
Infinix 40 20
Others 22 11

200 100
Field Survey, 2020.

55
4.2 OBJECTIVE 1: EXAMINE THE EFECT OF PRIOR EXPERIENCE OF PRODUCT

ON THE REPURCHASE DECISION OF MOBILE PHONE USERS

Table 4.2 below shows the percentage of prior experience of product attributes of mobile

phones.

The first on the table is whether respondents examine from prior experience, if price is a

determining factor in the repurchase of a phone brand, 109(54.5%) agreed, 23(11.5%) are

indecisive while the remaining 68(34%)disagreed. Respondents were also asked if from prior

experience, power management(Battery) is a determining factor in the repurchase of a phone

brand, 135(67.5%) agreed, 11(5.5%) are indecisive while the remaining 54(27%) disagreed. As

regards whether respondents examine from prior experience, camera quality is a determining

factor in the repurchase of a phone brand, 167(83.5%) agreed, 4(2%) are indecisive while the

remaining 29(14.5%)disagreed. Also asked was whether from prior experience screen size is a

determining factor in the repurchase of a phone brand 159(79.5%) agreed, 7(3.5%) are indecisive

and the remaining 34(17%)disagreed.

Also presented in Table 4.2 was respondents’ position that from prior experience, phone storage

128(64%) agreed, 19(9.5%) are indecisive while 53(26.5%) disagreed.

The analysis showed that from prior experience, camera quality ranked the highest determining

factor in the repurchase of a phone brand with a 83.5% agreement by respondents, Screen Size

followed closely with 79.5% agreement, followed by power management(Battery) with a 67.5%

agreement by respondents, Phone storage with a 64% agreement and lastly Price with a 54.5%

agreement by respondent. In all, all the determining factors had high agreement rates.

56
Table 4.2: Percentage Distribution of Prior Experience of Product

PRIOR EXPERIENCE OF Frequency (%)

PRODUCT ATTRIBUTES
SA A U D SD

From prior experience, price is a 61 48 (24) 23 35 33

determining factor in the purchase of (30.5) (11.5) (17.5) (16.5)
my phone brand
From prior experience, power 66 (33) 69 11 (5.5) 31 23
management (power) is a determining (34.5) (15.5) (11.5)
factor in the purchase of my phone
brand
From prior experience, camera 95 72 (36) 4 (2) 17 (8.5) 12 (6)
quality is a determining factor in the (47.5)
purchase of my phone brand
From prior experience, screen size is 74 (37) 85 7 (3.5) 18 (9) 16 (8)
a determining factor in the purchase (42.5)
of my phone brand
From prior experience, phone storage 56 (28) 72 (36) 19 (9.5) 30 (15) 23
is a determining factor in the (11.5)
purchase of my phone brand

Source:
Field Survey, 2020.

SA: Strongly Agree

A: Agree
U: Undecided
D: Disagree
SD: Strongly Disagree

57
4.3 OBJECTIVE 2: ASSESS THE ROLE CUSTOMERS’ SATISFACTION OF A

PRODUCT PLAYS ON REPURCHASE DECISION MAKING OF CUSTOMERS

Table 4.3 below shows the percentage of the role customers’ satisfaction of a product

plays on repurchase decision making of customers

The first on the table is whether respondents assess that satisfaction derived from product

durability is a determining factor in the repurchase of a phone brand, 182(91%) agreed, 9(45%)

are indecisive while the remaining 9(4.5%) disagreed. Respondents were also asked if from

satisfaction derived, product sophistication is a determining factor in the repurchase of a phone

brand, 147(73.5%) agreed, 10(5%) are indecisive while the remaining 43(21.5%) disagreed. As

regards whether respondents examine from entertainment, enjoyment and pleasure in the

repurchase of a phone brand, 168(84%) agreed, 7(3.5%) are indecisive while the remaining

25(12.5%) disagreed. Also asked was whether satisfaction derived makes one loyal to a phone

brand 159(79.5%) agreed, 10(5%) are indecisive and the remaining 31(15.5%) disagreed.

Also presented in Table 4.3 was respondents’ position that from satisfaction, ruggedity is a

determining factor in the repurchase of a phone brand, 182(91%) agreed, 2(1%) are indecisive

while 16(8%) disagreed.

The analysis showed that from satisfaction derived, product durability ranked pari passu with

product ruggedity by having a combined highest percentage of 91% agreement by respondents.

Entertainment, enjoyment and pleasure from satisfaction derived followed with a 84% agreement,

followed by product loyalty with a 79.5% agreement by respondents, and lastly product

sophistication with a 73.5% agreement by respondent. In all, all the determining factors had high

agreement rates.

58
Table 4.3: Percentage Distribution of Customers’ Satisfaction

CUSTOMERS’ SATISFACTION Frequency (%)

SA A U D SD

Satisfaction derived from product 95 87 9 (4.5) 6 (3) 3 (1.5)

durability is a determining factor in (47.5) (43.5)
the repurchase of my phone brand
Satisfaction derived from product 78 (39) 69 10 (5) 25 18 (9)
sophistication is a determining factor (34.5) (12.5)
in the repurchase of my phone brand
Entertainment, enjoyment and 122 46 (23) 7 (3.5) 16 (8) 9 (4.5)
pleasure is a determining factor in (61)
the repurchase of my phone brand
I am loyal to this phone brand 82 (41) 77 10 (5) 20 (10) 11 (5.5)
because of the satisfaction I derive (38.5)
Ruggedity is a determining factor in 101 81 2 (1) 11 (5.5) 5 (2.5)
the repurchase of my phone brand (50.5) (40.5)
Field Survey, 2020.

SA: Strongly Agree

A: Agree
U: Undecided
D: Disagree
SD: Strongly Disagree

59
4.4 OBJECTIVE 3: DETERMINE THE RELATIONSHIP BETWEEN BRAND IMAGE

AND REPURCHASE DECISION MAKING OF CUSTOMERS

Table 4.4 below shows the factors that will determine the relationship between brand

image and repurchase decision making among Obafemi Awolowo University students.

The first on the table is whether brand popularity is a determining factor in the repurchase of a

phone brand, 190(95%) agreed, 1(0.5%) are indecisive while the remaining 9(4.5%) disagreed.

Secondly, respondents were also asked if from relationship between brand image and repurchase,

brand reputation is a determining factor in the repurchase of a phone brand, 149(74.5%) agreed,

15(7.5%) are indecisive while the remaining 36(18%) disagreed. The position of respondents as

regards whether brand packaging is a determining factor in the repurchase of a phone brand,

127(63.5%) agreed, 19(9.5%) are indecisive while the remaining 54(2.7%) disagreed. Also asked

was whether brand promotion is a determining factor in the repurchase of a phone brand,

100(50%) agreed, 26(13%) are indecisive and the remaining 74(37%) disagreed.

Finally, in Table 4.4 was respondents’ position that from relationship between brand image and

repurchase of product, brand quality is a determining factor in the repurchase of a phone brand,

191(95.5%) agreed, 4(2%) are indecisive while 5(2.5%) disagreed.

The summary of the interpretation for Table 4.4 showed that from brand image and repurchase,

brand quality ranked the highest determining factor in the repurchase of a phone brand with a

95.5% agreement by respondents, brand popularity followed closely with 95% agreement,

followed by brand reputation with a 74.5% agreement by respondents, brand packaging with a

63.5% agreement and lastly brand promotion with a 50% agreement by respondent.

60
Table 4.4: Percentage Distribution of Brand Image

BRAND IMAGE Frequency (%)

SA A U D SD

Brand popularity is a determining 112 (56) 78 (39) 1 (0.5) 9 (4.5) 0 (0)

factor in the repurchase of my phone
brand
Brand reputation is a determining 85 64 (32) 15 (7.5) 21 15 (7.5)
factor in the repurchase of my phone (42.5) (10.5)
brand
Brand packaging is a determining 68 (34) 59 19 (9.5) 37 17 (8.5)
factor in the repurchase of my phone (29.5) (18.5)
brand
Brand promotion is a determining 37 63 26 (13) 32 (16) 42 (21)
factor in the repurchase of my phone (18.5) (31.5)
brand
Brand quality is a determining factor 117 74 (32) 4 (2) 5 (2.5) 0 (0)
in the repurchase of my phone brand (58.5)
Field Survey, 2020.

SA: Strongly Agree

A: Agree
U: Undecided
D: Disagree
SD: Strongly Disagree

61
4.5 OBJECTIVE 4: ANALYZE THE RELATIONSHIP BETWEEN INFORMATION

FROM MASS MEDIA AND REPURCHASE DECISION MAKING OF CUSTOMERS

Table 4.5 below analyzed the relationship between information from mass media and

repurchase decision making among Obafemi Awolowo University students.

This section was used to test how affective information from mass media affects respondents’

buying behaviour. Firstly, respondents were asked whether advertisement is a determining factor

in the repurchase of a phone brand, 182(91%) agreed, 8(4%) are indecisive while the remaining

10(5%) disagreed. Secondly, respondents were also asked whether phone appearance is a

determining factor in the repurchase of a phone brand, 159(79.5%) agreed, 11(5.5%) are

indecisive while the remaining 30(15%) disagreed. Lastly, as regards whether phone review is a

determining factor in the repurchase of a phone brand, 109(54.5%) agreed, 25(12.5%) are

indecisive while the remaining 66(33%) disagreed.

The analysis showed that information from mass media and repurchase decision, advertisement

ranked the highest determining factor in the repurchase of a phone brand with a 91% agreement

by respondents. Phone storage followed with 79.5% agreement, and lastly phone reviews with a

54.5% agreement by respondents.

62
Table 4.5: Percentage Distribution of Information from Mass Media

INFORMATION FROM MASS Frequency (%)

MEDIA
SA A U D SD

Advertisement is a determining 110 (55) 72 (36) 8 (4) 7 (3.5) 3 (1.5)

factor of my phone brand
Phone appearance on mass media is a 87 72 (36) 11 (5.5) 21 9 (4.5)
determining factor of my phone brand (43.5) (10.5)
Phone reviews on mass media is a 61 48 (24) 25 35 31
determining factor of my phone (30.5) (12.5) (17.5) (15.5)
brand
Field Survey, 2020.

SA: Strongly Agree

A: Agree
U: Undecided
D: Disagree
SD: Strongly Disagree

63
4.6 REGRESSION ANALYSIS TO ASSESS THE EFFECT OF PRODUCT

ATTRIBUTES ON BRAND REPEAT PURCHASE OF MOBILE PHONES

AMONG OBAFEMI AWOLOWO UNIVERSITY STUDENTS.

Regression analysis is used to predict the behaviour of a dependent variable in response to the

behaviour of the independent variable(s). In this study, regression analysis was conducted to

determine the relationship between Product attributes and Brand repeat purchase.

The R value was 0.856 which indicates a good degree of correlation between the variables. The

Adjusted R2 of 0.727 shows that the model could account for 72.7% of the variation in brand

repeat purchase of mobile phones among Obafemi Awolowo University while 27.3% in brand

repeat purchase were accounted for by other variables not included in this study.

Analysis of variance (ANOVA) was also conducted to determine if there was significant

variation between the means of the group. Table 4.6 contains the results of the analysis of

variance. From the result, the overall effect of relationship between brand image and repurchase,

Prior experience, customer’s satisfaction to repurchase, information from mass media (F =

133.193, p<0.05).

The results revealed that the independent variables Prior experience (t=-5.760, p<0.05),

customer’s satisfaction to repurchase (t=2.495, p<0.05) explained 49.2% of the variance in brand

repeat purchase, information from mass media (t=5.227, p<0.05) explained 144.7%, relationship

between brand image and repurchase (t=-0.428, p<0.05).

64
Multiple regression analysis generates the coefficient and shows the significance of the

respective independent variables on the dependent variable. The resulting regression is as

follows, based on the results contained in table 4.6:

BRP= 1.458 – 0.776β1 + 0.312β2 + 0.778β3 – 0.050 β4

Where BRP = Brand Repeat Purchase

PE= Prior Experience

CSR= Customers Satisfaction to repurchase

RBIR= Relationship Between Brand Image and Repurchase

IFMM= Information from Mass media

α is the regression constant and β 1, …, β4 are the regression coefficients of the independent

variables.

Table 4.6 showed the p-value of Prior Experience is 0.000 which is less than 0.05, this shows

that it is statistically significant. The p-value of Customers Satisfaction to repurchase is 0.013

which is less than 0.05, this shows that it is statistically significant. The p-value of Relationship

Between Brand Image and Repurchase is 0.669 which is greater than 0.05, so it is insignificant.

The p-value of Information from Mass media is 0.000 which is lesser than 0.05, so it is

significant.

65
Table 4.6 The effect of product attributes on brand repeat purchase of mobile phones
among Obafemi Awolowo University students.

Model Summary
Mode R R Adjuste Std. Change Statistics
l Square d R Error of R F Change df1 df2 Sig. F
Square the Square Change
Estimate Change
a
1 .856 .732 .727 .309 .732 133.193 4 195 .000
a. Predictors: (Constant), relationship between brand image ad repurchase, Prior
experience, customers satisfaction to repurchase, information from mass media
b. Dependent Variable: Brand repeat purchase, measured by (When you decide to buy a
phone, what decision do you really make)?

Source: Field Survey, 2020

ANOVA
Model Sum of Df Mean Square F Sig.
Squares
Regression 50.820 4 12.705 133.193 .000b
1 Residual 18.600 195 .095
Total 69.420 199
a. Dependent Variable: Brand repeat purchase, measured by (When you decide to
buy a phone, what decision do you really make)?
b. Predictors: (Constant), relationship, Prior experience,
customers_satisfaction_to_repurchase, information from mass media

Source: Field Survey, 2020

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Coefficients
Model Unstandardized Standardized T Sig. 95.0% Confidence
Coefficients Coefficients Interval for B
B Std. Beta Lower Upper
Error Bound Bound
(Constant) 1.458 .114 12.753 .000 1.233 1.684

Prior -.776 .135 -1.046 -5.760 .000 -1.041 -.510

experience

Customers
.312 .125 .492 2.495 .013 .065 .559
satisfaction to
1 repurchase

Information
.778 .149 1.447 5.227 .000 .484 1.071
from mass
media

Band image -.050 .118 -.088 -.428 .669 -.282 .182

a. Dependent Variable: Brand repeat purchase, measured by (When you decide to buy a phone,
what decision do you really make)?

Source: Field Survey, 2020

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4.6.1 TESTING OF HYPOTHESES

The hypothesis of this study is:

1. Ho: There is no relationship between prior experience of product and brand repeat

purchase decision making of customers.

Hi: There is a relationship between prior experience of product and brand repeat

purchase decision making of customers.

Apart from the descriptive analysis shown in table 4.2, 4.3, 4.4 & 4.5, inferential analysis was

also used to test the hypothesis of whether there is a significant relationship between prior

experience of product and brand repeat purchase decision making of customers.

In testing hypothesis, the model F=255.739 and p value of 0.000 (Table 4.6.1) showed that the

prediction of Brand Repeat Purchase decision making of customers was significant using this

model. The ANOVA table (Table 4.6.1) showed that 39.127 of the total variation of 69.420 in

Brand Repeat Purchase decision making of customers were as a result of changes in the

predictors. Furthermore, there was a significant relationship between prior experience of product

and brand repeat purchase decision making of customers (F=255.739, p<0.05), therefore, accept

the alternative hypothesis(Hi) and reject null hypothesis(Ho).

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ANOVA
Model Sum of df Mean F Sig.
Squares Square
Regression 39.127 1 39.127 255.739 .000b
1 Residual 30.293 198 .153
Total 69.420 199
a. Dependent Variable: When you decide to buy a phone, what decision do you
really make?

b. Predictors: (Constant), Prior experience

Source: Field Survey, 2020

69
2. Ho: There is no relationship between customers’ satisfaction and brand repeat purchase

decision making of customers.

Hi: There is a relationship between customers’ satisfaction of product and brand repeat

purchase decision making of customers.

Inferential analysis was used to test the hypothesis of whether there is a significant relationship

between customers’ satisfaction and brand repeat purchase decision making of customers.

In testing hypothesis, the model F=340.844 and p value of 0.000 (Table 4.6.2) showed that the

prediction of Brand Repeat Purchase decision making of customers was significant using this

model. The ANOVA table (Table 4.6.2) showed that 43.837 of the total variation of 69.420 in

Brand Repeat Purchase decision making of customers were as a result of changes in the

predictors. Furthermore, there was a significant relationship between customers’ satisfaction and

brand repeat purchase decision making of customers (F=340.844, p<0.05), therefore, accept the

alternative hypothesis(Hi) and reject null hypothesis(Ho).

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ANOVA
Model Sum of df Mean F Sig.
Squares Square
Regression 43.873 1 43.873 340.044 .000b
1 Residual 25.547 198 .129
Total 69.420 199
a. Dependent Variable: When you decide to buy a phone, what decision do you
really make?
b. Predictors: (Constant), customers_satisfaction_to_repurchase

Source: Field Survey, 2020

71
3. Ho: There is no relationship between brand image and brand repeat purchase decision

making of customers.

Hi: There is a relationship between brand image of product and brand repeat purchase

decision making of customers.

Inferential analysis was used to test the hypothesis of whether there is a significant relationship

between brand image and brand repeat purchase decision making of customers.

In testing hypothesis, the model F=380.695 and p value of 0.000 (Table 4.6.3) showed that the

prediction of Brand Repeat Purchase decision making of customers was significant using this

model. The ANOVA table (Table 4.6.3) showed that 45.668 of the total variation of 69.420 in

Brand Repeat Purchase decision making of customers were as a result of changes in the

predictors. Furthermore, there was a significant relationship between brand image and brand

repeat purchase decision making of customers (F=380.695, p<0.05), therefore, accept the

alternative hypothesis(Hi) and reject null hypothesis(Ho).

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ANOVA
Model Sum of df Mean F Sig.
Squares Square
Regression 45.668 1 45.668 380.695 .000b
1 Residual 23.752 198 .120
Total 69.420 199
a. Dependent Variable: When you decide to buy a phone, what decision do you
really make?
b. Predictors: (Constant), Brand image

Source: Field Survey, 2020

73
4. Ho: There is no relationship between information from mass media and brand repeat

purchase decision making of customers.

Hi: There is a relationship between information from mass media of product and brand

repeat purchase decision making of customers.

Inferential analysis was used to test the hypothesis of whether there is a significant relationship

between information from mass media and brand repeat purchase decision making of customers.

In testing hypothesis, the model F=429.685 and p value of 0.000 (Table 4.6.4) showed that the

prediction of Brand Repeat Purchase decision making of customers was significant using this

model. The ANOVA table (Table 4.6.4) showed that 47.552 of the total variation of 69.420 in

Brand Repeat Purchase decision making of customers were as a result of changes in the

predictors. Furthermore, there was a significant relationship between information from mass

media and brand repeat purchase decision making of customers (F=429.685, p<0.05), therefore,

accept the alternative hypothesis(Hi) and reject null hypothesis(Ho).

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ANOVA
Model Sum of df Mean Square F Sig.
Squares
Regression 47.522 1 47.522 429.685 .000b
1 Residual 21.898 198 .111
Total 69.420 199
a. Dependent Variable: When you decide to buy a phone, what decision do you really
make?
b. Predictors: (Constant), information from mass media

Source: Field Survey, 2020

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4.7 Purchasing Evaluation

Here, the decision of the respondents is analyzed by considering what option a consumer

really make when he/she decides to buy a phone. 31.5% of the respondent decided they would

repurchase the same brand, 60.0% decided they would switch to another brand while 8.5% made

some other decisions different from the aforementioned decisions.

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CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

This chapter present the summary of the whole study, the conclusion drawn from it and

the recommendations made based on the findings of the study.

5.1 SUMMARY

This research was conducted with the aim of studying the relationship between prior

experience of product, customers’ satisfaction of product, brand image, information from mass

media and repurchase decision making of the customer.

To achieve these objectives, a sample of 200 respondents that comprise of undergraduate and

postgraduate students were selected randomly within Obafemi Awolowo University Ile-Ife. A

structured questionnaire that contained six sections was used to collect data from the

respondents. All questionnaire administered were returned and well filled and was used for the

purpose of analysis. The analysis was conducted using Statistical Package for Social Sciences

(SPSS). 

The study came out with interesting results as follows:

Findings showed that 54.5% of the respondents are female. This implies that we have more

female students among the respondents.

The study found that several determining factors are responsible for prior experience of product

attributes of mobile phone among Obafemi Awolowo University students. The study identified

price, power management (Battery), camera quality, screen size, phone storage. Findings

revealed that camera quality, power management (Battery), phone storage rank as the highest

determining factors for prior experience of product attributes.

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As regards customer’s satisfaction, the study reveals that students of Obafemi Awolowo

University agree that product durability, product ruggedity (91%) and Entertainment, enjoyment

and pleasure from satisfaction derived (77.8%) is a determining factor in the repurchase of a

phone brand. That is to say, they are likely to be committed if they have affection for these

features.

Findings also revealed that students of Obafemi Awolowo University agree that brand image is a

factor that is used to predict brand repeat purchase i.e brand popularity, brand reputation, brad

packaging. Findings also showed that information from mass media is a determining factor in

repurchase decision with advertisement ranking highest factor with a 91% agreement by

respondents.

The study found that the overall effect of product attributes on brand repeat purchase was

significant at (F=133.193, p<0.05). Thus product attributes have impacted significantly on brand

repeat purchase. The product attributes found to impact significantly on brand repeat purchase

were; prior experience, Customers Satisfaction to repurchase, and information from mass media

while the product attributes found to be insignificant is relationship between brand image and

repurchase

5.2 CONCLUSION

Based on the research findings, it can be concluded that there is a relationship between

prior’s experience of product and repurchase decision making of the customer.

 The study of Wilkie (1990) also indicated that repeat purchase occur when consumers have

learned, through experience. It shows if a consumer has a good experience of product (receives

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positive reinforcement) repeat purchase will occur. However, if a consumer has a bad experience

(receives negative reinforcement), the chance of repeat purchases and brand or store loyalty are

much less likely. The evaluation of a particular experience depends on previous experience and

the type of product offered. 

For customers’ satisfaction of product, the researches focused on product durability, product

sophistication, loyalty to phone brand, entertainment, enjoyment and pleasure and after sale

service have been used to measure the relationship between customers’ satisfaction and

repurchase decision. From the result, there is a relationship between customers’ satisfaction of

product and repurchase decision making of the customer. 

From research analysis, it can confirm by the study of Oliver (1980) which indicated that there is

a strong positive relationship. The higher levels of satisfaction lead to greater customer loyalty. 

For brand image, the result indicated that there is a relationship between brand image and

repurchase decision making of the customer. 

For information from mass media, the result indicated that there is relationship between

information from mass media and repurchase decision making of the customer.

5.3 RECOMMENDATIONS

Based on the finds of this study, the following recommendations are made:

1 The findings can assist marketers of mobile phones to better understand the nature of what

customers considered when they purchase a phone. And then they will emphasize on the factors

that customer most preferred. It is also useful for the marketers who are in the product

development stage to design suitable product for their target customers. Mobile phone marketers

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can develop strategies for promotion based on these findings by linking specific psychographic

factors to specific phone models. 

2 The mobile phone manufacturer also should build product from consumers’ preferences.

Consumer’s preferences are differed across consumers. Some consumer evaluate brand

on the basis of their underlying attributes.

3 The mobile phone manufacturer should focus on what the local consumers think about

the local products. Now days, as the global competition, changing markets and new

technologies are opening up qualitatively new ways of creating value. In choosing mobile

phones, consumers are faced with uncertainty of product performance and quality.

Factors as durability reliability, quality of material, value for the money and advanced

technology are basically used to judge product quality. As a result, firms should develop

products that are more reliable and better than competing products in terms of quality and

value since consumers are emphasizing heavily in quality of product. 

4 The mobile phone marketers should increase information through the mass media. Most

especially the television and internet as this would enable the customers to view and

analyze the product they want to purchase.

5.4 SUGGESTIONS FOR FURTHER STUDIES

This research only focuses on the users of mobile phones in Obafemi Awolowo

University Ile-Ife. The scope of research on mobile phone repurchase decision should be

extended to cover users in other areas or major cities.

This study just researches on the prior’s experience of product, customers’ satisfaction of

product, brand image, information from mass media and repurchase decision making of the

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customer. Therefore, it could be recommended to the further researchers to investigate more

specific factors of mobile phone buyers. For example, the expectation and satisfaction toward the

value added service of the mobile phone buyers, service quality at each service center and so on.

These could enable the researcher to understand more on the characteristics in greater detail of

each aspect of mobile phones.

Future study may also focus on economic factors for instance a country’s level of technology,

standard of living as to how these factors influence the customers’ idea, attitude, satisfaction and

expectation.

Finally, future researchers can carry out survey using other products or even services to

analyze brand repeat purchase. They may also use another kind of survey method in order to

reach the different groups of respondents or get the new aspect of consumer behaviors. These

may be useful for the marketer to have more understanding of each group of customers or to find

the new target segment of the consumers in the market.

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Crawford and Benedetto (2000) “A Typology of Product Attributes” New Jersey: Prentice Hall,
Eaglewood Cliff

Davies, M. (1998) Understanding Marketing. Hert-fordshire Europe: Prentice Hall.

Davis,D. and Cozenza,R. M.(1993), Business Research for Decision Making,3rd

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Dunn, S.W. and A. Barban. 1987. Advertising, It’s Role in Modern Marketing Advertising, Its
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Conceptualisation of Satisfaction

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Preference

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Gay. L.R. & Diehl. P.L. (1996), Research Methods for Business and Management, 1st Edition,
Singapore.

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[Link] (2018) A Study of the Percentage of mobile phone in Nigeria”

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Hill, Roche & Allen (2007), Rosenberg & Czepiel (2017) “Customer Satisfaction”

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October 1998, pp.23-28.

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APPENDIX

OBAFEMI AWOLOWO UNIVERSITY ILE-IFE, NIGERIA.

DEPARTMENT OF MANAGEMENT AND ACCOUNTING.

Questionnaire survey

Dear Participant,

This questionnaire is part of my [Link] research project. It is mainly concerned with consumer
buying behavior based on different attributes of a product. You are not required to identify
yourself in any way and therefore your responses will be kept confidential. Your responses will
be compared with those of others and the final results will be analyzed.

Your participation will provide rich information which will contribute to better understanding of
consumer buying behavior.

Thanks for your time and kind consideration.

Section A-

 DEMOGRAPHIC DATA

1. Gender: Female ( ) Male ( )

2. Age
 Below 20 yrs ( )
 20 – 30yrs ( )
 31– 40 yrs ( )

3. Department
………………………………………………………………………………………………
……………………

4. Level ………………….

5. Other Educational or Professional

qualifications…………………………………………………………..

6. Monthly Income (please specify)…………………........

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 PRODUCT ANALYSIS

Instructions: Please tick the appropriate responses in front of each statement as they represent
your view of the product.

1. I consider myself a ……………… user of a mobile smartphone.

 Heavy ( )
 Medium ( )
 Light ( )
2. What phone brand are you using (please specify) ………………………….

SECTION B- PRIOR EXPERIENCE OF PRODUCT ATTRIBUTES

Instruction: Please tick the appropriate response

S/N Items Strongly Agree Undecided Disagre Strongly

Agree e Disagree
1 From prior experience price is a
determining factor in the purchase
of my phone brand
2 From prior experience power
management (Battery) is a
determining factor in the purchase
of my phone brand
3 From prior experience camera
quality is a determining factor in
the purchase of my phone brand
4 From prior experience screen size
is a determining factor in the
purchase of my phone brand
5 From prior experience phone
storage is a determining factor in
the purchase of my phone brand

85
SECTION C - CUSTOMERS SATISFACTION ON REPURCHASE OF A PRODUCT

Instruction: Please tick the appropriate response.

S/N Items Strongly Agree Undecided Disagre Strongly

Agree e Disagree
1 Satisfaction derived from product
durability is a determining factor
in the repurchase of my phone
brand
2 Satisfaction derived from product
sophistication is a determining
factor in the repurchase of my
phone brand
3 Entertainment, enjoyment and
pleasure in the repurchase of my
phone brand
4 I am loyal to this phone brand
because of the satisfaction I derive

5 Ruggedity is a determining factor

in the repurchase of my phone
brand

SECTION D - RELATIONSHIP BETWEEN BRAND IMAGE AND REPURCHASE

S/N Items Strongly Agree Undecided Disagree Strongly

Agree Disagree
1 Brand popularity is a determining
factor in the repurchase of my
phone brand
2 Brand reputation is a determining
factor in the repurchase of my
phone brand
3 Brand packaging is a determining
factor in the repurchase of my
phone brand
4 Brand promotion is a determining
factor in the repurchase of my
phone brand

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5 Brand quality is a determining
factor in the repurchase of my
phone brand

SECTION E - INFORMATION FROM MASS MEDIA AND REPURCHASE DESICION

S/N Items Strongly Agree Undecided Disagre Strongly

Agree e Disagree
1 Advertisement is a determining
factor of my phone brand
2 Phone appearance on mass media
is a determining factor of my
phone brand
3 Phone reviews on mass media is a
determining factor of my phone
brand

SECTION F - PURCHASING EVALUATION

When you decide to buy a phone, what decision did you really make?

Repurchase the same brand ( )

Switch from one to another brand ( )

Other, specify ____________

Thanks for your cooperation

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