Browsing by Author "Kiwoli, Heriamini Gibson"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    The role of branding on consumer choice of mobile phones among university students in Tanzania: the case of mobile users in Dar es salaam
    (University of Dar es Salaam, 2016) Kiwoli, Heriamini Gibson
    This study assessed the role of branding on consumer choice of mobile phones among university students in Tanzania with specific reference to Dar es Salaam region. Specifically, the study assessed the extent to which brand awareness, the consumer perception on choice of a mobile phone brand, consumer attitude toward choice of a mobile phone brand and consumer loyalty and their influence to the choice of a mobile phone amongst university students. A sample size of 191 students of the University of Dar es Salaam, Mzumbe University and St. Joseph University were selected using quota and convenient sampling method to respond to a structured questionnaire. Data were analysed using descriptive analysis method and ANOVA. The findings were presented in terms of frequencies, mean ranking score values, and standard deviation while ANOVA was used in order to determine the greatest linear combination of continuously measured independent variables that best classify cases in one of several known groups. The findings of the study revealed that awareness, perception, loyalty and attitude toward brand are the vital factors on a mobile phone brand purchase decision among the University student customers. Factors such as affordability, complexity efficiency and user-friendly are all significant. These were found to be the factors that university students bring in their consideration while they decide to purchase the mobile phones. The study recommends that mobile phone manufacturers should take customers perception in consideration while they are developing their products. They should work on their brand image, and include smart features in their mobile phones and they should map their brand as the social and cultural image in the consumers’ minds.