Product Model Compatibility and Smartphone Brand Patronage in South-South, Nigeria
Smartphone model architecture is the mechanism that allows several aspects of similar brands hardware/software to seamlessly run on existing (family Central Processing Unit – CPU architecture such as; storage capacity, batter compartment, screen sizes, operating systems, internet facilities, multimedia facilities, and any other peripherals. The objective of this research is to examine product model compatibility and smartphone brans patronage in South-South, Nigeria. Outstanding compatibility issues considered include those that addresses; product adoption rate, values/beliefs, clients’ need, and the naming of innovation. Exploratory research design was adopted, with in-dept interview, and focus group techniques used in collecting data from 237 respondents identified as smartphone adopters of the 2022 top ranking global smartphone brands in Nigeria, data collected was analyzed using Pearson’s Correlations Technique. The findings of the study revealed the effect of product compatibility on smartphone brand patronage in Nigeria. The study recommended the need for smartphone manufacturers to integrate key variables of the study such as; product adoption rate, values/beliefs, clients’ need, and the naming of innovation in their production processes, as a means of enhancing smartphone brand patronage in South-South, Nigeria.
Keywords: Compatibility, Brand patronage, Product model, Diffusion of innovation, Smartphones, and Nigeria.
