Factors Influencing Consumers’ Purchase Decision of Mobile Phones in the Mfantsiman Municipality of Ghana

Abstract

This study sought to explore the factors affecting the purchase decision of mobile phone users and to recommend the policies which may be adopted by producers. The study employed a multiple-stage random sampling technique. The study used primary data gathered from a sample of 500 consumers with the help of self-administered questionnaire. Both descriptive and multivariate statistical techniques were used to analyse the data. The study disclosed a significant relationship between consumers buying decision and the variables of interest including branding, price, technical features, and quality of phones. It is, therefore, recommended that manufacturers should do aggressive advertisement about functionality and the quality of their phones to build strong brand loyalty among the youth. Also, manufacturers should make mobile phones with enhanced technical features and improve upon the quality of their mobile phones. Furthermore, mobile phones should be produced on large scale and be sold at a reduced price to enable the youth and middle income earners to purchase phones of their choice. Not only but also, wholesalers and retailers should purchase and sell mobile phones with enhanced technical features and strong brands. Keywords: Mobile Phone, Consumer Preference, Branding, Price, Technical Features, Quality DOI: 10.7176/JIEA/10-4-03 Publication date: September 30 th 2020