The Impact of Branding on Customer Choice of Financial Institution “A Survey within the Kumasi Metropolis”

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August, 2016
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The general objective of the study is to understand the impacts of corporate branding on customer choice in the Kumasi metropolis of Ghana. Questionnaires were the main instrument used for collecting data. Statistical Product for Social Sciences (SPSS) was used in analyzing the data. It was found accordingly that 65.3% of the respondents affirmed they indeed consider the reputation of financial institutions before making a choice whereas 34.7% disagreed to the consideration of financial institutions; reputation in making a choice. It was further revealed that, the choice, selection and strategic decision making regarding organization and its aesthetic environmental conditions require enhances the reputation of the organization. The study concludes that the images of financial institutions are the most powerful branding tool. These positive and intriguing images are created and spiced-up through the employment of young and energetic workers characterized by lots of females which attracts customers and retain them through the delivery of services and responding to customer needs and complaints in a swift manner. Based on the findings it was recommended that, Brand awareness should be taken as a strategic tool because it has the propensity to move and attract customers. The culture of the organization must be reflected in the employees of the bank to project and communicate what the bank stands for. Branding must also be considered as a managerial tool. That is, the brand of the financial institution must be exhibited in all facets of the company dealings such as logos, wears, employees, customers they serve, broachers and among others. From the correlational and regression analysis it has been revealed that there is strong positive and insignificance (p-value 0.541 > 0.05, R= -0.44, R2 = 0.19) relationship between product quality and customer choice.  
A thesis submitted to the School of Graduate Studies, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the award of the Degree of Master of Business Administration