Perceived Value and Purchase Intention of Premium Smartphone Brands Among Youth in Maiduguri, Borno State

This study examines the relationship between perceived value and purchase intention for premium smartphone brands among youth in Maiduguri, Borno State, North East Nigeria. Maiduguri, the largest city in the Lake Chad region, presents a unique research context given its history of insecurity and its ongoing process of economic recovery and digital integration. Despite economic challenges, smartphone penetration among youth is growing rapidly, driven by mobile data access, educational needs, and entertainment consumption. The study adopts a descriptive survey design, with 240 respondents aged 18 to 30 selected through purposive sampling from universities, polytechnics, and commercial areas in Maiduguri. A structured questionnaire measures perceived functional value, emotional value, social value, and price-quality value, and their combined influence on premium smartphone purchase intention. Analysis uses descriptive statistics and multiple regression. The study also investigates whether peer influence mediates the relationship between social value perception and purchase intention. Preliminary findings suggest that social value (aspiration to status and social acceptance) is the most significant perceived value dimension influencing premium smartphone purchase intention among Maiduguri youth. Price-quality value perception acts as a complementary driver, particularly for Apple and Samsung devices. Recommendations address smartphone marketers, authorised dealers, and advertising agencies on crafting value propositions that resonate with Nigerian northeastern youth markets. Keywords: perceived value, purchase intention, premium smartphones, Maiduguri, youth consumers