Brand Quality Perceptions and Preferences in the Telecoms Industry in Ghana Insights from Mtn, Vodafone and Tigo

Abstract

Brands are a symbolic means of quality, and perceived quality of strong brands adds value to consumers’ purchase evaluations. The focus of this study therefore is to determine some of the factors that influence customers’ perceptions of quality, and how these perceptions affect their brand preference within the telecoms sector of Ghana. In this study, perception of quality is analyzed from both industry and customer perspectives, using the following determinants; brand awareness, technological infrastructure, customer care, communications and price. Of the six telecommunications service providers in Ghana, the top three, in terms of market share, were sampled for the study; thus MTN, Vodafone and Tigo. Using the Convenience sampling method, a sample size of 292 undergraduate students from the University of Ghana was used. Data was obtained with the aid of a structured questionnaire. The Purposive sampling method was also employed in selecting 3 respondents from the 3 telecoms service providers. Data was collected through interview sessions. The study employed the mixed-method approach to data analysis. The study used regression to determine whether there were correlations between the determinants of quality perceptions (brand awareness, technological infrastructure, customer care, communication, and price) and brand preference. Quantitative analysis showed two determinants (customer care and price), out of five showing strong correlations to the dependent variable, contrary to industry perspective that indicated all five brand quality determinants as influencers of quality perceptions and preference. It was recommended that more attention be given to customer care and price; in relation to providing value for money, as actual service quality delivery will shape perception better than any factor or combination of factors.