Consumer perception towards brand preference of mobile phone service providers[a study of mtn Nigeria delta state,asaba]

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CONSUMER PERCEPTION TOWARDS BRAND PREFERENCE OF MOBILE PHONE SERVICE PROVIDERS (A STUDY OF MTN NIGERIA DELTA STATE, ASABA)

ABSTRACT:
The objective of the study
is to
examine customers’ preference for mobile
phone service providers
in Ekiti State.
Survey research
designed was adopted while a self
developed structured questionnaire was used to collect data. Data was analysed using
multiple regression analysis through Statistical
Package for Social Sciences (SPSS)
version
20. The significance levels were tested at 5%.
Finding show that connectivity was
considered most
significant
with customers’ preference for mobile phone service providers
in the state.
Arising from finding, the study recommended that
management of service providers
should give more attention on improving their connectivity,
relax their tariff rate and
consistently scan the business environment to discover
 a particular marketing tool that gives
desirable result.
In ranking, the result shows that
connectivity came first,
followed by tariff rate and next was
network coverage and finally quality of service.
Tariff Rate
INTRODUCTION
The part mobile phone as a means of communication is playing in the life o
f individuals and
organizations cannot be over emphasised, as such, hardly can anybody do without one cell
phone
or the other.
The origin of mobile phone services industry is recent and its growth in Nigerian market has
been encouraging. Virtually all the adults and children own cell phone and many are using it
as fashion object. Mobile phone services contribute significantly
to the growth and development of the country
whether industrial or emerging economy
where they operate. In
African markets
(an emerging economy)
for instance, the contribution to GDP was 4.2% in
2009 (Pyramid Research, 2010). Telecommunication has not only truly changed the
economic life of the people, it has also lifted the standard of living of people, touched the
heart of millions of
people, and has assisted individuals and business people in making
contacts and transactions. This is so because a significant number of the Nigerian population
are already using the mobile
phone
services. For instance, Pyramid Research (2010) estimates that in 2009 the number of subscription was about 73million, and investments to the industry
according to Juwah (2010) which was about $50million in 1999 increased to $18billion by
the end of 2009. This robustness to return on investment of telecommunication
business in
Nigeria
has
attracted many business interests. The concept of marketing according to Assael
(1998) deals with placing focus of any business people on the consumer who actually
purchase what firms provide or produce. Therefore, the attitude of
consumer must critically
be taken into consideration in whatever market decision facing firms. This is because the

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