Brand Preference for Mobile Phone Operator Services in the Cape Coast Metropolis

Brand Preference for Mobile Phone Operator Services in the Cape Coast Metropolis

16 Pages · 2011 · 354 KB · English

Keller (1993) explains that attributes of a brand are those descriptive features Keller (1993) further explains that the price of the product or service is . White-Collar management capacity. Fitzsimons, G.J., Hutchinson, J.W., Williams, P., Alba, J.W., Chartrand, T.L., . SMS: Keep It Plain and Pi

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wwwccsenetorg/ijbm International Journal of Business and Management Vol 6, No 11; November 2011 ISSN 18333850 EISSN 18338119 190 Brand Preference for Mobile Phone Operator Services in the Cape Coast Metropolis Anthony Dadzie Territory Manager, Millicom Ghana Limited Cape Coast, Ghana Tel: 233277455883 Email: [email protected] Francis BoachieMensah (Corresponding author) School of Business, University of Cape Coast University Post Office, Cape Coast, Ghana Tel: 233332137870 Email: [email protected] Received: March 23, 2011 Accepted: June 1, 2011 Published: November 1, 2011 doi:105539/ijbmv6n11p190 URL: http://dxdoiorg/105539/ijbmv6n11p190 Abstract Branding is increasingly being used as a strategy for managing markets in developed countries while developing countries still lag behind The objective of this study was to assess the level of brand awareness and factors underlying brand preference of mobile phone service brands in Cape Coast market in Ghana A total of 100 respondents who included individual consumers were selected using accide ntal simple sampling technique Primary data was collected using structured interview sc hedules developed for each category of consumers The findings of the study showed that most of the responden t consumers were aware of mobile phone operator brands despite having come across few operator service advertisements Young males, mainly students in the tertiary institutions, single and of Christian affiliations, domina ted the market Four factors were identified as key determinants of mobile phone operator service choice, namely promotion, price and availability of product, attractive packaging and product quality There is need fo r mobile phone operators to incorporate these findings in the formulation of responsive marketing strategies Keywords: Brand preference, Consumer behaviour, consumer personality, Consumer preference, Consumerism, Corporate branding, Mobile phone usage, Product quality 1 Introduction The Ghanaian mobile sector was selected as an object of analysis because since launching the first cellular mobile network in subSaharan Africa in 1992, Ghana has become one of the continent’s most vibrant mobile markets with four competing operators Zain and Glo Mobile had entered and acquired license to inch up the competition further The Ghanaian regulator the Natio nal Communications Authority (NCA) has also granted one WiMAX license to the ISP Internet Ghana 11 Structural change in the Ghanaian industry Overå (2005), studying cell phones on informal traders’ business practices in Ghana, concluded that telecommunications has changed their mode of operation by reducing both transportation and transaction costs The study observed that traders offered more efficient communication create a higher profit potential than others without them It further argued that adoption of new tech nology enhances trust building in trade networks, thus facilitating a higher number of transactions in an uncert ain economic environment According to World Celluar Reports, the first cellular phone service in Ghana was initiated by Mobitel in 1992 In that year alone, 19,000 Ghanaians owned mobile phones In 1998 the number of mobile phone users in the country increased to 43,000 and by the middle of 1999 the number

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