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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/10278

Title: Assessing the Effect of Branding on Consumer Behavior in Telecommunication Companies in Ghana
Authors: Kyei, Eunice Baawah
Issue Date: 25-Jan-2017
Abstract: The general objective of the study is to determine the effect of branding in the Ghanaian telecommunication companies on consumers’ buying behavior within the Kumasi metropolis of Ghana. The study adopted a quantitative researcher design. Data for the study were gathered from both primary and secondary sources. The study employed convenience sampling technique to select 200 respondents to administer the questionnaires. The data were analysed using SPSS and Microsoft Excel. The study discovered that an unprecedented majority of the respondents had adequate knowledge on these branding strategies. Although some respondents acknowledged that branding is about logo, service quality, pricing, coverage image, signage and slogan. A whopping majority seem this as combination of all the above. The study had also discovered that branding has a significant association with branding and customer buying behaviour. The study revealed that brand loyalty has positive and significant association with customer buying behaviour. Brand awareness also has positive and significant association with customer buying behaviour. Finally, perceived quality and brand association has positive and significant association with customer buying behaviour. The study is therefore recommending that telecommunications conduct regular scientific studies to identify measure to improve and sustain their brand. These could be customer survey on the particular brand or brand performance assessment. Moreover, customer satisfaction is very vita in to attract and retain customers especially in the telephony business environment where competitions among firms are very intensive and unabated. Customer services such as complains handling, waiting time and customer relationship management must be given a maximum attention.
Description: A Thesis submitted to the School of Business, Kwame Nkrumah University of Science and Technology, in Partial Fulfillment of the requirements for the degree of Executive Masters of Business Administration in Strategic Management and Consultancy, 2016
URI: http://hdl.handle.net/123456789/10278
Appears in Collections:College of Art and Social Sciences

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