ABSTRACT: This paper examined the influence of product innovation on consumer purchase decision of mobile phones in Akwa Ibom State, Nigeria. The survey research design was used for this study. Data for this paper were obtained through structured questionnaire administered to the respondents. 385 respondents were selected using convenience sampling technique. The results of four hypotheses were obtainedusing multiple linear regression model. The results showed that there is positive effect of improve quality, new design and newfeatures on consumer purchase decision of mobile phones in Akwa Ibom State.Based on the research results,it is recommended that mobile phones manufacturing companies should continuously introduce innovative values into their products in forms of improve quality, new design andnew featuresto attractconsumers’ patronage.

KEYWORDS: Consumer purchase decision, improve quality,new design,new features, Product innovation