This study investigated smartphone preference among undergraduate and postgraduate students in Nigerian universities. Specifically, the study examined the extent to which students’ demographic attributes such as gender, age, usage experience and educational level influence their preference for smartphones. The study also identified and ranked smartphone brands based on selected factors like brand name, brand attachment, perceived usefulness, social influence, price, aesthetic value and product design and features. A cross-sectional survey research design was used for the study. The study population comprised all full-time university students in Nigeria both at undergraduate and postgraduate levels. Questionnaire was designed and electronically administered using Google Form to the target respondents. After three weeks (10th June to 1st July 2020), five hundred and forty-three (543) responses were collated. However, seventy-eight (78) were found to be invalid. As a result, four hundred and sixty-five (465) responses that formed the sample size were used for the study. The data collected were statistically analyzed using frequency table, percentages, mean, standard deviation and t-test with the aid of Statistical Packages for Social Sciences (SPSS) software. The study found that Samsung is the most preferred smartphone among students. It was also revealed that the first three most important factors that influence students' preference for smartphones are brand name, perceived usefulness, and design/features. The study revealed that demographic attributes do not significantly influence smartphone preference among university students. The study, therefore, recommends that demographic attributes such as gender, age, usage experience and programme should not be significantly considered by manufacturers and marketers of smartphones in product differentiation.
Keywords: Brand name, demographics, preference, smartphone, students.
