CONSUMER BEHAVIOUR AND PRICE OF PHONES IN BENIN CITY (SAMSUNG GALAXY PHONES AS A CASE STUDY)

ABSTRACT

This research project examined consumer behavior towards increase in the price of phones in Nigeria (a case study of Samsung galaxy phones). The source of data for the study was primary source of data. All the data collected for the study was analyzed with Statistical Package for Social Science (SPSS 20).The Objectives of this study is to ascertain if thereis relationship between customers’ perception of prestigious phones and increase in price, to determine whether specialty products has any significant impact on consumerbehaviour towards increase in price of phones. The Findings were as follows: it was revealed that there is a relationship between customers’ perception of prestigious phones and increase in price, it was also discovered that specialty products has significant impact on consumer behaviour towards increase in price of phones, it was observed that a convenience product has  no influence on consumer behaviour towards increase in price of phone, it  was found that shopping products no influence on consumers’ behaviour towards increase in phones prices.It was recommended that due to the relationship between consumer perceptions of prestigious phones, management of major phone shops should endeavour to regulate phones prices so as to encourage more customers to purchase their products.Due to customer’s interest on specialty products, management of major phone shop should make sure their phone products appeal more to their customers by making sure their products uniqueness is more real or mythical in the mind of consumers.In conclusion, it is argued that the study of consumer behaviour is rapidly evolving as researchers recognize and implement new techniques and trans-disciplinary perspectives to understand the nature of purchase and consumption behaviour.