Income and Peer Group Influence on Purchase of Telephone Gadgets in Abuja, Nigeria

This study investigates the influence of income and peer group on the purchase of telephone gadgets in the Federal Capital Territory (FCT), Abuja, Nigeria. The research seeks to understand how these two factors impact consumers’ decision-making processes, focusing on how varying income levels and social influences from peers contribute to the frequency and types of telephone gadgets purchased. A quantitative approach was used to gather data through structured questionnaires administered to 450 respondents across various income groups. The data were analyzed using regression analysis and ANOVA to assess the significance of income and peer influence on consumer purchasing behavior. The results show that both income level and peer group influence significantly impact consumers’ purchasing decisions, with income serving as a key determinant of purchasing power and peer group influence driving decisions within social networks. This study provides valuable insights into the dynamics of consumer behavior in an emerging market. It offers recommendations for marketing practitioners on targeting different income segments and leveraging social influence to boost sales of telephone gadgets.