Abstract

This study focused on the determinants of intention to stay with a brand of mobile phone among undergraduates with a particular reference to Ajayi Crowther University, Oyo, Nigeria. The objectives of this study were to determine whether Length of consumer decision process, brand commitment, overall satisfaction, consumer susceptibility to interpersonal influence, and involvement were predictors of intention to stay with a brand of mobile phone and also to establish the relationship between these factors and intention to stay with a brand of mobile phone among undergraduates. Primary data was used for this study. The subjects of this study were four hundred and sixty-nine students in the university. The hypotheses formulated for this study were tested using Multiple Regression and Pearson 0 s Correlation. Findings from this study revealed that length of consumer decision process, brand commitment, overall satisfaction, consumer susceptibility to interpersonal influence, and involvement were predictors of intention to stay with a brand of mobile phone among undergraduate with F = 124.358; R .757, R2 = .573, Adj. R2 = .569; P < 01. The factors also positively correlated with intention to stay with a brand of mobile phone among undergraduates. The study concluded and recommended that the management of mobile phone producers should try as much as possible to build the commitment to brand by consumers by introducing important features and attributes into their brands of phone in order to boost sales and gain customer loyalty.