Festus Osasere IMASUEN
Department of Business Administration
Delta State University, P.M.B. 1, Abraka,
Delta State, Nigeria imasuenfestus2012@yahoo.co.uk
Abstract
The study examined country of origin image and consumer buying behavior of mobile phones in Nigeria. The study was guided by three hypotheses which were that Country of Origin (CoO) does not significantly impacts youths buying behavior of mobile phone in Nigeria; Product Quality (PQ) does not significantly impacts youths buying behavior of mobile phone in Nigeria and Product Knowledge (PK) does not significantly impacts youths buying behavior of mobile phone in Nigeria. The sample was six hundred (600) under-graduates students. Information was sourced through questionnaire designed by the researchers. OLS regression analysis Pearson was used to analyze the hypotheses of the study. Findings of the study revealed that CoO, PQ and PK had positive impact on Nigerian youths buying behaviour when it comes to mobile phone buying but only PQ and CoO were significant and PQ was considered most. It was recommended that mobile phone manufacturers should improve on the quality of their products because it was considered ahead of CoO.
Keywords: Buying Behaviour, Consumer, Country of Origin, Product Knowledge, Product
Quality.
