Brand Preference for Mobile Phone Operator Services in the Cape Coast Metropolis

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.