The Impact of Branding on Customer Purchasing Decision: A Study of the Telecommunication Sectors in Ghana.

Abstract

The number of telecommunications service providers in conjunction with the implementation of mobile phone number portability has resulted in increasing competition for prospective and current telecom consumers. Corporate organizations must first understand their present and potential clients in order to attract and retain them. The purpose of this research is to determine the impact of branding on consumer purchasing decision in the Ghanaian telecommunication sector. The research took a quantitative approach. A total of 250 respondents took part in the survey. Views of respondents were explored based on brand, service quality, consumer loyalty, Price, Trust and Consumer purchasing decision. According to the survey analysis and discussion of the findings, consumers in Ghana's telecoms business responded slowly to price changes even when there was a significant change to service quality, although all the other variables correlated positively and significantly with brand and Consumer purchasing decision respectively. As a result, organizations in the telecoms service market cannot compete on price service quality to increase their consumer base. In addition to the foregoing, service quality and network coverage were the two most essential factors or motivations for choosing a specific network provider in Ghana's telecommunications service business. Consumers’ loyalty and Trust in Telecommunication brands were very significant. Service quality was a major factor for those consumers who switched from one service provider to the other. Using regression analysis and Pearson correlation the test hypothesis, outcome concluded that, the relationship between brand and consumer purchasing behavior is significant and cannot be ignored in telecommunication strategic decisions. The research suggests that, the scope of the current study should be expanded to include respondents from other places or regions of the country. This should give a far larger picture of the factors that influence consumer purchasing intentions in the telecoms industry.