INFLUENCE OF PROMOTION MIX ON CONSUMER BUYING DECISION OF SMARTPHONE BRANDS AMONG UNIVERSITY STUDENTS IN GOMBE STATE, NIGERIA

Abstract

This study examined the influence of promotion mix elements on consumer buying decisions regarding smartphone brands among university students in Gombe State, Nigeria. The specific objectives were to assess the effects of advertising and sales promotion on students' buying decisions. A descriptive survey research design was adopted. The population comprised 26,876 university students in Gombe State during the 2024/2025 academic session. A sample of 394 respondents was determined using Taro Yamane’s formula and selected through stratified random sampling. Data were collected using a structured questionnaire, which was validated by senior lecturers and found reliable with a Cronbach’s Alpha of 0.84. Mean and standard deviation were used to answer the research questions, while the hypotheses were tested using simple linear regression at a 0.05 level of significance. The findings showed that advertising had a high influence (x̄ = 3.45; σ = 1.21), while sales promotion had a very high influence (x̄ = 3.67; σ = 1.18). Regression analysis indicated a significant positive influence for both advertising and sales promotion (p < 0.05). Collectively, the promotion mix explained 60.2% of the variations in buying decisions (R² = 0.602). The study concludes that promotion strategies significantly shape students’ decisions, increasing financial risk in university students’ spending. The study recommends that smartphone marketers emphasize value-based promotions, accurate product information, and ethical selling practices. Additionally, universities and student bodies should promote consumer education to help students critically evaluate promotional messages and make informed purchasing decisions that align with their academic and financial needs.