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ABSTRACT
This study broadly objective is to evaluate the Smartphone brand switching behavior among undergraduate. Other objectives are to ascertain the most preferred smartphone brand among undergraduate student. To find out the features student consider to be crucial in their choice if smartphone. To find out the effect of social influence on smartphone brand switching behavior. Variety seeking: To find out the effect of variety seeking on smartphone brand switching behavior. Products attribute: To find out the effect of product attributes on smartphone brand switching behavior.To ascertain the extent to which price consciousness moderate the relationship between “ to find out the effect of social influence on smartphone brand switching behavior, variety seeking and product attributes and brand switching
The sample of this study is limited to three hundred (300) respondent randomly selected. . Primary source was collected through questionnaire that consists of the information to be elicited from the sampled respondents using the research instrument (questionnaire). Tables was used for easy presentation of results, simple percentage will be used to analyze the results obtained from the questionnaires distributed while one-way anova was used to estimate the existence of relationships among variable.
The finding showed that producer of smartphone should always made effort toward increasing the features of smartphone to meet the need and requirement of buyers in the market.Social influence should also be considered because it could in long rune contribute toward smartphone brand switching behavior Product attributes should also be seen as one of the major factors that should be considered in the market, therefore produce of smartphone should improve on the attribute of smartphone before placing phones on market for sale, the price should be considered if it will be affordable for a certain number of people that could boost the financial income of the organization.
