CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND PRESENTATION

PREAMBLES
The data for this study are presented in tables, analyzed in the stated analytical technique,
interpreted and the results are shown under the discussion of findings.

4.1 DATA PRESENTATION

The following tables presented below show the number of questionnaires distributed and
retrieved.

Table 4.1.1: Distribution and return rate of questionnaires.

CATEGORY OF NUMBER PERCENTAGE NUMBER PERCENTAGE NO %

RESPONDENTS DISTRIBUTED % RETRIEVED % LOST
100 LEVEL 31 25 25 23 2 2
200 LEVEL 42 33 41 32 1 1
300 LEVEL 37 29 34 27 3 2
400 LEVEL 16 13 16 13 0 0
TOTAL 126 100 120 95 6 5
SOURCE: SURVEY DATA, 2023

The table above shows that a total of 126 questionnaires were distributed to categories of
respondents. 120 (95%) questionnaires were retrieved. Hence, further analysis will be based on
the actual number retrieved being: 29(23%) from 100 level, 41(32%) from 200 level, 34(27%)
from 300 level, and 16(13%) from 400 level.

Table 4.1.2: Gender Of The Respondents

Gender Frequency Percentage

Male 42 35
Female 78 65
Total 120 100
SOURCE: SURVEY DATA, 2023

Table 4.1.2 above represents the gender of the respondents. It shows that 42 respondents
(representing 35% of the total respondents) are male, while 78(representing 65% of the total
respondents) are female.

Table 4.1.3: Age Bracket Of Respondents

Age Frequency Percentage
17-20 36 30
21-24 63 53
25 and above 21 17
Total 120 100
The table above represents the age distribution of the respondents.

Table 4.1.4: Educational Level Of Respondents

Educational Level Frequency Percentage

High School Graduate 23 19
Less Than High School 19 16
Bachelor’s Degree 12 10
Others 23 19
Total 120 100
SOURCE: SURVEY DATA, 2023

Table 4.1.5: Income Level Of Respondents

Income Level Frequency Percentage

Low Income Earners 69 58
High Income Earners 51 42
Middle Income Earners 46 38
Total 120 100
SOURCE: SURVEY DATA, 2023

4.1.6 Responses On Do You Think That Social Media Influences Students Purchase of Mobile
Phones

Options Frequency Percentage

Yes 69 58
No 51 42
Total 120 100
SOURCE: SURVEY DATA, 2023

From the table above, it is shown that 69(58%) respondents affirm that social media influences
student’s purchase of mobile phones the remaining 51(42%) on the other hand did not hold such
view. Going by the proportion it therefore implies that social media influences student’s
purchase of mobile phones.

Table 4.1.7: Responses On Do You Think That Price Influences Students Purchase Of
Mobile Phones.
Options Frequency Percentage
Yes 74 62
No 46 38
Total 120 100
SOURCE: SURVEY DATA, 2023

The table above, shows that 74(62%) respondents affirm that price influences student’s purchase
of mobile phones; while the remaining 46(38%) respondents responded in the negative. It
therefore, implies that price influences student’s purchase of mobile phones.

4.1.8: Responses On Do You Think That Customer Service Influences Student’s purchase
of mobile phones.

Options Frequency Percentage

Yes 85 71
No 35 29
Total 120 100
SOURCE: SURVEY DATA, 2023

In the above table, it is shown that 85(71%) respondents affirm that customer service influences
students purchase of mobile phones; while the remaining 35(29%) respondents responded in the
negative. This now implies that customer services influences students purchase of mobile
phones.

4.2 DATA ANALYSIS

Table 4.2.1 Responses To The Proposition That Several Factors Influence Social Media
And Students Purchase Of Mobile Phones

Options Frequency Percentage

SA 24 20
A 21 17
D 33 28
SD 42 35
Total 120 100
SOURCE: SURVEY DATA, 2023

4.2.2: Responses To The Proposition That Price Influences Students Purchase Of Mobile
Phones Significantly

Options Frequency Percentage

SA 17 14
A 29 24
D 41 34
SD 33 28
Total 120 100

4.2.3: Responses To The Proposition That Customer Service Influences Students Purchase
Of Mobile Phones.

Options Frequency Percentage

SA 18 15
A 63 53
D 19 15
SD 20 17
Total 120 100
SOURCE: SURVEY DATA, 2023

The above table shows that 18 respondents (15% of the total respondents) agreed to the
proposition that packaging influences the choice of products. Furthermore, 63 respondents (53%
of the total respondents also agree with the proposition. However, 19 respondents (15%) and 20
respondents (17%) equally. Disagree.

4.2.4: Responses To The Proposition That Location Affects Students Purchase Of Mobile
Phones.

Options Frequency Percentage

SA 33 28
A 47 39
D 15 12
SD 25 21
Total 120 100
SOURCE: SURVEY DATA, 2023

4.2.5: Responses To The Proposition That Labeling Can Lead To Students Purchase Of
Mobile Phones.

Options Frequency Percentage

SA 16 13
A 38 32
D 27 22
SD 39 33
Total 120 100
4.2.6 Responses To The Proposition That Labeling Can Lead To Retention Of Students

Options Frequency Percentage

SA 23 19
A 39 33
SD 28 23
D 30 25
Total 120 100
SOURCE: SURVEY DATA, 2023

4.2.7: Responses To The Proposition That Labeling Can Lead To Retention Of High
Income Students.

Options Frequency Percentage

SA 44 37
A 19 16
SD 31 26
D 26 21
Total 120 100
SOURCE: SURVEY DATA, 2023

In the table above, 44 respondents(37%) strongly agree that labeling can lead to retention of high
income students and 19 respondents(16%) agreed. Furthermore, 31 respondents(26%) strongly
disagreed and 26(21%) disagreed.

4.2.8 Responses To The Proposition That Labeling Can Lead To Students Acquisition

Options Frequency Percentage

SA 22 18
A 53 44
SD 33 28
D 12 10
Total 120 100
SOURCE: SURVEY DATA, 2023

4.2.8: Responses to the proposition that size of mobile phones can influence students
acquisition.

Options Frequency Percentage

SA 22 18
A 53 44
SD 33 28
D 12 10
Total 120 100
SOURCE: SURVEY DATA, 2023

4.2.9 Responses To The Proposition That Size Of Mobile Phones Can Influence
Students Acquisition.

Options Frequency Percentage

SA 32 27
A 35 29
D 30 25
SD 23 19
Total 120 100
SOURCE: SURVEY DATA, 2023

4.2.10 Responses To The Proposition That Size Of Mobile Phones May Lead To
Retention of Low Income Students

Options Frequency Percentage

SA 32 27
A 47 39
D 18 15
SD 23 19
Total 120 100
SOURCE: SURVEY DATA, 2023

4.2.11 Responses to the proposition that size of mobile phones may lead to
acquisition of high income students

Options Frequency Percentage

SA 30 25
A 33 27
D 37 31
SD 20 17
Total 120 100
SOURCE: SURVEY DATA, 2023
 TEST OF HYPOTHESIS
Coefficient correlation is adopted for the test of the hypothesis earlier formulated for the study
at 5% level of significance.

HYPOTHESIS ONE: there is no significant relationship between social media and students
purchase of mobile phones. This means that there will be a non-zero correlation coefficient.

Correlation

There is no significant You are more inclined to use

relationship between social social media based on the
media and students purchase mobile phone
of mobile phones
There is no significant 1.000 .512
relationship between social
media and students purchase .023
of mobile phones
N 120 120
You are more inclined to use .512 1.000
social media based on the .023
mobile phone. 120 120

Correlation is significant at the 0.05 level (2-tailled). In the above table, the correlation
coefficient is positive with a value of .512 that shows a good strength of relationship.

HYPOTHESIS TWO: attractiveness of social media does not significantly affect students purchase
of mobile phones.

Correlation

Attractiveness of social media Social media is important to

does not significantly affect you
students purchase of mobile
phones
Attractiveness of social media 1.000
does not significantly affect .632
students purchase of mobile
phones .041
N 120
Social media is important to .632 120
you .041 1.000
N 120 120
Correlation is significant at the 0.05 level(2-tailled). In the table above, the correlation
coefficient is positive with a value of .632 that shows the strength of relationship between the
variables.

HYPOTHESIS THREE: social media does not significantly affects students purchase of mobile
phones.

Correlation

Social media does not Social media plays a role in

significantly affect students determining students
purchase of mobile phones. purchase.
Social media does not 1.000 .657
significantly affect students .033
purchase of mobile phones
N 120 120
Social media plays a role in .657 1.000
determining students
purchase .033
N 120 120

Correlation is significant at the 0.05 level (2-tailled).

In the above table, the correlation coefficient is positive with a value of .657 that shows a good
strength of relationship between the variables.

DISCUSSION OF THE FINDINGS

In this findings, the views of Kolsaker, Johansen and Solberg(2019). Supported that is a positive
relationship between social media use and students purchase of mobile phones. Specifically,
they found that students who use social media more frequently are more likely to purchase
mobile phones than student who use social media less frequently. For example, the result
shows that students who use social media for more than four hours per day are more likely to
purchase mobile phones than students who use social media for less than four hours a day.

The view of Raza, Islam Ahmed(2020) also supported that there is a positive relationship
between social media use and students purchase of mobile phones, and this relationship is
stronger for students who have a high level of peer influence. For example, students who feel
pressure from their friends to keep up with the latest trends on social media are more likely to
purchase mobile phones than students who do not feel this pressure.