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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/10482

Title: Determinants of Purchase Decisions of Consumers of the Products of Nestle Ghana Ltd.
Authors: Amankwah, Michael Owusu
Issue Date: 1-Feb-2017
Abstract: This study titled “The determinants of purchase decisions of consumers of the products of Nestle Ghana Ltd.” enables Nestle Ghana ltd to understand how consumer‟s purchase decision differs from person to person and the major determinant that affects consumer‟s purchases of Nestle products. The purpose of the current study is to identify the determinants of purchase decisions of consumers of the products of Nestle Ghana ltd. The study is based on responses of 250 respondents from consumers of Nestle products that were collected through a questionnaire. Descriptive analysis was carried out to analyze the result. The study found out that consumers of Nestle product ranked “perceived quality”, “brand name”, “price”, “trust”, “advertising”, “loyalty” and “brand satisfaction” as the major factors that influence their purchasing decision. Perceived quality was rated as the most important factor. A good brand name creates an identity that resounds with your consumers which reinforces the emotional relationship between the company and consumer. As per the findings of this study, Quality is a major determinant of purchasing decision of consumers of Nestle Ghana products, it is therefore imperative that Nestle Ghana maintains the high quality level as perceived by its customers and also work on how to reduce cost in other to have a good Return on Investment (ROI) which would be the ultimate indicator to remain competitive.
Description: A thesis submitted to Department of Marketing and Corporate Strategy Kwame Nkrumah University of Science and Technology, School of Business in partial fulfilment of the requirements for the degree of Master of Business Administration (Strategic Management), 2016
URI: http://hdl.handle.net/123456789/10482
Appears in Collections:College of Arts and Social Sciences

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