ABSTRACT

This study examined the determinants of consumer preference for mobile phones in Umuahia Abia State. The specific objectives are; examine the effect ofprice on consumer preference for mobile phones in Umuahia in Abia State, to examine the extent to which sales promotion strategies affect consumerpreferencefor mobile phones in Umuahia in Abia State, to determine the extent to which qualityproduct affect consumerpreferencefor mobile phones in Umuahia in Abia State and to determine the extent to which customer service affect consumerpreferencefor mobile phones in Umuahia in Abia State. To achieve the objectives ofthe study survey research design was adopted. The study adopted primary data through the use of structured questionnaire. The population ofthe study is made up of 359230 staffand sample is 400 after adopting Taro Yamaneformula. The test the hypotheses, multiple simple regression analysis was used. Thefindings revealed thatprice, sales promotion, qualityproduct and customer preference have a significant effect on consumer preference for mobile phones in Umuahia in Abia State. The study recommends that that mobile phone service providers should give more attention on improving their phone quality since quality is one the determinants ofconsumer preferencefor mobile phones. The study also recommends that since reasonably number of customers in the state passion about lowprice rate therefore, concerted effort should be made by management to beflexible on theprice.