Does Information Sharing, Product Advertisement, Price, and Peer Relation Predict Consumer Buying Behavior- for- GSM among Young People

Abstract

This study examined the influence of price, brand information sharing, product advertisement and peer relation on consumer buying behavior –for- GSM service. This study is the first attempt to empirically investigate and explicitly explain the mechanisms underlying the impact of product price, product advertisement, information sharing, and peer relation on consumer buying behaviour –for- GSM. The participants were 139 consumers 65 Men (46.76%) and 74 women (53.24%) that participated in the study. Four operator brands of GSM service providers were used (MTN Nigeria, Airtel, Globacom, Etisalat). Five valid and reliable psychological scales were used in the study. However, the study was guided by four research hypotheses. The first hypothesis stated that product price will significantly predict CBB-GSM and this was disconfirmed by the regression statistical finding (â = -.23, p < .01). The second hypothesis stated that information sharing will significantly predict CBB-GSM and this was confirmed by the regression statistical finding (â = .27, p < .01). The third hypothesis stated that product advertisement will significantly predict CBB-GSM and this was confirmed by the regression statistical finding (â = 28, p < .01). The fourth hypothesis stated that peer relation will significantly predict CBB-GSM and this was confirmed by the regression statistical finding (â = .33, p < .01). Based on these results, it was recommended that GSM service providers should engage in promotional advertisement and information sharing of their brands to create product awareness which may draw interest from consumers towards the product brands. They should also strive to understand group behavior with particular reference to peer group values, interest and preferences for low price brands, as this will help GSM service providers to plan and strategize production and advertisement of their brands towards satisfying a target set of consumers.