Brand Perception and Consumer Preferences for Mobile Network Services Among UNIBEN Students

This research delves into the preferences and perceptions of mobile network services among undergraduate students at the University of Benin (UNIBEN), offering valuable insights into Nigeria's competitive telecom industry. By analyzing data from 385 students, we discovered that peer influence plays a significant role in shaping brand preference, whereas factors like network quality, pricing, customer service, and advertising have relatively less impact. Notably, MTN and Airtel emerge as the top choices among students, showcasing their strong brand presence on campus. The study's findings provide actionable insights for telecom providers seeking to capture this vital market, informing strategies for targeted marketing, service development, and customer retention. The study also reveals a nearly equal gender distribution among respondents, with a concentration of students in their early twenties. Based on these findings, it is recommended that telecom operators have an extensive understanding of the preferences and behaviors of this key demographic so they can enhance their market share and competitiveness in Nigeria's dynamic telecom landscape, ultimately driving growth and success in the industry