Self-expression, group affiliation, pleasure and memory as predictors of consumer product attachment and satisfaction among mobile phone users

In the post-purchase behaviour of a product, there are challenges with change in the degree of consumer product attachment, and these challenges affect consumer product satisfaction overtime. This study investigated how selfexpression, group affiliation, memory, and demographic variables predicted consumer product attachment and satisfaction among mobile phone users in Ibadan. Three hundred students of the University of Ibadan were selected using convenient random selection. Their mean age was 20.7 and standard deviation of 2.52. A structured questionnaire consisting of the socio demographic section, measure of self-expression, group affiliation, memory, pleasure, consumer attachment and product satisfaction was used to collect the data. Using multiple regression analysis, the results showed that selfexpression, group affiliation, memories and pleasure jointly predicted consumer attachment among mobile phone users, F (4,299) = 48.47; P<0.05) and they contributed 40% to the variance of consumer attachment. Self-expression (β = 0.26, t = 4.44, P<0.05), memory (β = 0.29, t = 4.97, P<0.05), and pleasure (β = 0.28, t =5.01, P<0.05) independently predicted consumer attachment while group affiliation did not. In addition, selfexpression, group affiliation, memories and pleasure jointly predicted product satisfaction, F (4,299) =39.79; P<0.05) and they contributed 35% to the variance of product satisfaction. Pleasure (β=0.596, t =10.35, P<0.05) independently predicted product satisfaction while self-expression, group affiliation and memory did not. Furthermore, age, gender, mobile type, ethnicity and religion did not jointly and independently predict consumer product satisfaction. These findings have implication for mobile phone manufacturers in terms of product improvement and building a strategic marketing channel that would meet the needs of global consumers.