ABSTRACT
This research work investigated the determinants of consumer
brand preference for mobile telecommunication services in Umuahia, Abia State.
In developing countries like Nigeria, the mobile telecommunication industry is
one of the fastest growing sectors of the economy. The research study measured
consumer perceptional differences on brands effects of tariff (cost) on brand
preference and the relationship between brand attributes and brand preferences.
One hundred and ten (110) respondents were randomly selected using Cochram W, G
(1963) formula in the study area. Data was collected through self administered
questionnaire and analysed with simple description statistic such as frequency
and percentage was used to analyse table 4.1, 4.2, 4.3, 4.4, 4.5 and binary
logistic regression was also used. It was found out that MTN has a greater
market share. Low inter-network tariff and low voice tariff was found to be
more significant variables that influence brand preference with P. values of
0.884 and 0.542 respectively. It is recommended that network brand should
enhance their insignificant variable as to complete favorably. Finding revealed
that wide coverage, inter-network charges, fast connectivity and efficient
promo was the most robust predictors of consumer preference. Based on these
findings some implication was drawn for future research.
AGU, I (2021). Determinants Of Customer Brand Preferences For Mobile Telecommunication Services In Abia State, Nigeria. Repository.mouau.edu.ng: Retrieved Dec 23, 2024, from https://repository.mouau.edu.ng/work/view/determinants-of-customer-brand-preferences-for-mobile-telecommunication-services-in-abia-state-nigeria-7-2
IJEOMA, AGU. "Determinants Of Customer Brand Preferences For Mobile Telecommunication Services In Abia State, Nigeria" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 01 Dec. 2021, https://repository.mouau.edu.ng/work/view/determinants-of-customer-brand-preferences-for-mobile-telecommunication-services-in-abia-state-nigeria-7-2. Accessed 23 Dec. 2024.
IJEOMA, AGU. "Determinants Of Customer Brand Preferences For Mobile Telecommunication Services In Abia State, Nigeria". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 01 Dec. 2021. Web. 23 Dec. 2024. < https://repository.mouau.edu.ng/work/view/determinants-of-customer-brand-preferences-for-mobile-telecommunication-services-in-abia-state-nigeria-7-2 >.
IJEOMA, AGU. "Determinants Of Customer Brand Preferences For Mobile Telecommunication Services In Abia State, Nigeria" Repository.mouau.edu.ng (2021). Accessed 23 Dec. 2024. https://repository.mouau.edu.ng/work/view/determinants-of-customer-brand-preferences-for-mobile-telecommunication-services-in-abia-state-nigeria-7-2