Year: 2011
Type: article
Study design: Observational Study
Abstract: Branding is increasingly being used as a strategy for managing markets in developed countries while developingcountries still lag behind. The objective of this study was to assess the level of brand awareness and factorsunderlying brand preference of mobile phone service brands in Cape Coast market in Ghana. A total of 100respondents who included individual consumers were selected using accidental simple sampling technique.Primary data was collected using structured interview schedules developed for each category of consumers. Thefindings of the study showed that most of the respondent consumers were aware of mobile phone operator brandsdespite having come across few operator service advertisements. Young males, mainly students in the tertiaryinstitutions, single and of Christian affiliations, dominated the market. Four factors were identified as keydeterminants of mobile phone operator service choice, namely promotion, price and availability of product,attractive packaging and product quality. There is need for mobile phone operators to incorporate these findingsin the formulation of responsive marketing strategies.
Authors: Anthony Dadzie, Francis Boachie-Mensah
Institution: University of Cape Coast
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W2153408074