Consumer Buying Decision of Telecommunication Services: the case of Tanzania Mobile Phone Companies

This research studies consumers’ buying decision process of mobile telecommunication services in selected mobile telecommunication industry in Tanzania. The researcher was interested in investigating factors influencing buying decision process and their relationships with specific reference to mobile telecommunication companies. The study took the form of a cross- sectional survey design, self-administered questionnaires. It was carried out in three mobile telecommunication companies and involved 150 subscribers in Dar es Salaam and Morogoro regions. The researcher achieved to interview 103 respondents out of 150 samples. Tables were used to describe the characteristics of respondents and indicate factors most attracting consumers’ buying decision with the percentages. But also, Pearson correlation analysis method was employed to establish association between the study variables and to answer the researcher questions. Regression analysis was also used to explain the extent to which the independent variable predicts the dependent variable. The findings revealed factors most influencing consumer buying decision of mobile telecommunication service is network /coverage, secondly price of service and there role of information and other components like customer satisfactions, brand, loyalty. Thirdly there is a positive significant relationship between service quality and brand loyalty and lastly there is a significant correlation between customer retention and brand loyalty. This shows that there a need for this mobile telecommunication company starting to improve these buying motivators in order for them to have long term relationship with customers; taking into consideration that customers in this respective market are more mobile.