Factors Influencing Consumer Purchase Decision in Telecommunication Industry (A Study of Mobitel Limited)

Abstract

The main purpose of this research work is to investigate the factors influencing consumer purchase behaviour in telecommunication services provided by Mobitel Ltd operating in Nigeria. The research design was sample survey. Primary data were collected through administration of questionnaire and secondary data from review of related literature. There are Eighty (80) respondents out of the One Hundred (100) questionnaires distributed. A four point scale was used to collect information from the respondent randomly. Simple percentage, diagram and table were used in presenting and analyzing the data collected. Three (3) hypotheses were tested using chi-square analysis. The findings with the hypothesis tested revealed that the functionality of a telephone service has significant effect on consumer purchase decision level. It was also discovered that an efficient customer care service by providers has a significant effect on consumer purchase decision. It was recommended that the quality of service should also be improved upon for quicker connection anywhere, anytime and any day. Also, the service providers should reduce the post purchase complaint of customers through error billings, drop calls, inability to correct and the need to reduce charges by the services providers.