Analysis of Consumer Brand Loyalty among Mobile Phone Users in Nigeria Higher Institutions: Markov Chain Approach (Case Study: University of Lagos)

Abstract

This study examines the consumer brand loyalty of a mobile phone brands among the students of University of Lagos in Nigeria using Markov Chain techniques. The methodology of the article was designed by collecting data through a well-designed questionnaire and administered among 500 students of the institution. The analysis was performed using a statistical package for social science and R-Code software. The research finding shows that students have brand loyalty of 99% with Acer phone brand, but they will transit in future to Apple Iphone and Samsung products with about 48% and 28% respectively. This is due to the need for more quality phone, followed by latest phone model (28%) and the use of latest application features with 30% and 23% of the total respondents respectively. The study has established how brand mobile phones in relating to the ability of inbuilt features have influence on customer loyalty and transition to another brand of phone. Thus, existing phone manufacturers should increase focus on acquiring and retaining loyal customers in other to bring about repeat purchase, assured future revenue and protect the consumer based on the competition.