Factors affecting cellular phone usage in Tanzania

Cellular phone usage in Tanzania has increased since the introduction of this important service. This research work were aimed on studying factors influencing the adoption and usage of cellular phone in Tanzania; and role of promotional campaign in cellular phone industry in increasing cellular phone usage. The country has not achieved the MDG target figure of cellular phone users. It was hypothesized that perceived benefits, affordable pricing and other factors need to be controlled so that the country can increase the number of people using cellular phone. Primary data was collected from the user of cellular phone, and was captured by the aid of a questionnaire. Collected data were analysed by simple frequencies and Chi-square tests. It was revealed that majority of the respondents are of the opinion that usage of cellular phone increases productivity at their works and it is convenient to use. Also majority do no agreed that cellular phone usage is due to price being charged by network provider. The majority of the respondents are of the opinion that promotion made by network provider attracts them in cellular phone usage. Also in average usage of cellular phone is influenced by advertisements and price review from network provider. It was concluded that the use of marketing strategies by network provider has no significant relationship with increase in cellular phone usage. This suggests that there are other factors that may influence the increase of people using cellular phone in Tanzania.