ABSTRACT

This research work investigated the determinants of consumer brand preference for mobile telecommunication services in Umuahia, Abia State. In developing countries like Nigeria, the mobile telecommunication industry is one of the fastest growing sectors of the economy. The research study measured consumer perceptional differences on brands effects of tariff (cost) on brand preference and the relationship between brand attributes and brand preferences. One hundred and ten (110) respondents were randomly selected using Cochram W, G (1963) formula in the study area. Data was collected through self administered questionnaire and analysed with simple description statistic such as frequency and percentage was used to analyse table 4.1, 4.2, 4.3, 4.4, 4.5 and binary logistic regression was also used. It was found out that MTN has a greater market share. Low inter-network tariff and low voice tariff was found to be more significant variables that influence brand preference with P. values of 0.884 and 0.542 respectively. It is recommended that network brand should enhance their insignificant variable as to complete favorably. 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 implication was drawn for future research.