Corporate Branding and Consumer purchase preference in mobile phone telecommunication

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This thesis was carried out to determine the impact of corporate branding on consumer puchase preference in the telecom industry. Other reasons were to find out the key factors that motivate consumer purchase decision regarding a particular network choice. The researcher also intended to determine consumers switching attitudes towards performing and non performing brands. Finally the researcher wanted to find out if customers’ loyalty and trust are determined by service quality or brand. In order to achieve these objectives, a set of opened and closed ended questionnaires were administered on a sample of 100 mobile phone subscribers in the Greater Accra Region of Ghana. The data was analyzed using univariate analysis. The finding revealed that corporate branding plays a crucial role in communicating the company marketing and product mix information to consumers. However, corporate branding was found not to be the main determinant of consumers’ choice of a network but rather factors such as price, customer service and network quality. It is recommended that corporate branding should be adopted when designing the company corporate strategy but emphasis should be placed on price, good customer service and network quality as well. To achieve these qualities and stay competitive companies need to pursue low cost strategy which will replicate in affordable prices and with consistent network quality and good customer service programs, customer loyalty and trust will be built.
A thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology, Kumasi, In Partial Fulfilment of the Award of Commonwealth Executive Masters in Business Administration (CEMBA) Degree,