Abstract:
The study investigated the influence of branding on consumer purchasing decision of mobile
network provider. Specifically, the objectives of the study were; to assess the effect of brand
awareness on consumer purchasing decision of mobile network provider, to measure the
relationship between brand image and consumer purchasing decision of a mobile network
provider and lastly to ascertain how the perceived quality of a brand affect consumer
purchasing decision of a mobile network provider. This study followed the cross-sectional
research design hence, quantitative methodology was adopted. The target population for the
study constituted undergraduate students of the University of Education-Winneba, Kumasi
campus. Therefore,a projected number of 7,500students within the Kumasi campus of the
university was targeted for this study. Based on the Krejcie and Morgan (1970) sampling table,
the sample size for this study was 365 with a 95% confidence interval and 5% error of margin.
This study used a self-administering questionnaire as its data collection instrument.The study
distributed 365 questionnaires to the selected samples from the University of Education Winneba, Kumasi campus. From the questionnaires distributed, a total of 177 completed
questionnaires were returned to the researcher. Out of these, 167 were usable for analysis,
giving an effective response rate of 47.04 %. Data was subsequently analyzed using descriptive
statistics such as mean and standard deviation. Findings from the study showed that most of
the respondents agreed that how reliable and trusted a mobile service network is, is very critical
to them when choosing a mobile service network. On this score, it is recommended to the
mobile telecommunication networks that the farce that Ghanaian consumers will always look
at cost and service charges when choosing a network than factors such as, quality and trusted
network cannot be wholly true hence, they should see this as a wakeup call to provide its clients
with quality services since how a person perceive their network coverage to be reliable and
trusted tends to be key factor that shape their selection decision of a mobile service provider.
Description:
A DISSERTATION IN THE DEPARTMENT OF MANAGEMENT STUDIES,
FACULTY OF BUSINESS EDUCATION, SUBMITTED TO THE SCHOOL OF
GRADUATE STUDIES, UNIVERSITY OF EDUCATION, WINNEBA IN PARTIAL
FULFILMENT OF THE REQUIREMENTS FOR AWARD OF THE MASTER OF
BUSINESS ADMINISTRATION (MARKETING) DEGREE.
JUNE, 2019