ABSTRACT

This research work investigated the, analysis of consumer preference and patronage for mobile telecommunication attributes in Abia state, Nigeria (a case of MOUA U) In developing countries like Nigeria, the mobile telecommunication industry is one of the fastest growing sectors of the economy The research study measured the relationship between network attributes and network patronage, the factors that influence consumer 's preference for network patronage and the effect of tariff (call rate) for network patronage Three hundred and thirty three (333) respondents were randomly selected using Taro Yamane 's formula in the study area Data was collected through self administered questionnaire and analyzed with simple description statistics uch as frequency and percentages was used to analyze table 4 1, 42, 4 3 4 4, 45, pie charts and spearman rank correlation regression was also used it was found out that call quality, low tariff network efficiency and network /c/overage are important factor attribute that influence consumer preference of a network having a mean of 3 point The factor identified as not a major factor/ attribute is efficiency of consumer service with a mean of 2 85 it is recommended that telecommunication service providers should deploy more of their resources in delivering call quality, network efficiency and network coverage Finding revealed that wide coverage, inter- network charges, fast connectivity and efficient promo was the most robust predictors of consumer preference Based on these findings, some implications was drawn for future research.