CONSUMER PREFERENCE ON BUYING BEHAVIOUR OF MOBILE PHONE IN RURAL AND URBAN AREA OF EKITI STATE

This study examined Consumer Preference on Buying Behaviour of Mobile Phone in Rural and Urban Area of Ekiti State. Specifically the survey research design method was adopted for the paper. The instrument used to gather relevant data for the study was questionnaire. The population of the study comprised of all customers of Mobile Phone in Ekiti State. A total of 300 copies of questionnaire were disseminated to the respondents of the study and they were all filled and returned and also relevant for the study. The data were collated and analyzed using the Statistical Package for Social Sciences (SPSS), percentages and frequencies tables were used to for the descriptive aspects. To test the hypotheses regression model was adopted. The research findings showed that all aspects of Consumer Preference used in the study have a significant relationship onBuying Behaviour. Hence, based on findings, it is recommended that to explore the market, mobile industry have a concentrate more on youth segment by giving more advanced features since they constitute the largest population of mobile phone users. It is recommend based on comparism to Urban and sub-urban, the mobile phone usage in rural area is low, the mobile companies have to go for campaign to create awareness among the rural people. Hence, the major source of information for urban consumers is internet. In urban areas most peoples are connected with internet which they use as a source of information while making a purchase decision regarding a purchase of mobile phone.