BRANDING STRATEGIES AND ITS INFLUENCE ON THE CONSUMER PREFERENCE IN THE MOBILE TELECOMMUNICATION INDUSTRY

Abstract

This study traces branding strategies and its influence on consumer preference in the mobile telecommunication industry. The general objective of the study is to critically examine the branding strategies and the nature of influence it has on the consumer preferences. The study involves both primary and secondary data. The primary data was collected from the people who patronize mobile telecommunications in the Kumasi metropolis. The people were selected using non-probability sampling and a questionnaire design. The secondary sources were the information gathered from books and previous studies and other valuable materials. It was found that customers were aware of the existence of branding strategies and its influence on their choices. Customers were however divided on the exact nature of influence branding has on consumer preference. The study recommended that the firms in the telecommunication industry should redefine their branding tools in order to effectively measure its impact on the customer.