Abstract

Branding is increasingly being used as a strategy for managing markets in developed countries while developing
countries still lag behind. The objective of this study was to assess the level of brand awareness and factors
underlying brand preference of mobile phone service brands in Cape Coast market in Ghana. A total of 100
respondents 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. The
findings of the study showed that most of the respondent consumers were aware of mobile phone operator brands
despite having come across few operator service advertisements. Young males, mainly students in the tertiary
institutions, single and of Christian affiliations, dominated the market. Four factors were identified as key
determinants 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 findings
in the formulation of responsive marketing strategies.

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