Does the Brand Name Matter to Purchase Decision? The Case of Mobile Phone

Simple item page
dc.creatorMramba, Nasibu R.
dc.date2019-06-27T09:35:13Z
dc.date2019-06-27T09:35:13Z
dc.date2015
dc.date.accessioned2022-10-20T08:35:05Z
dc.date.available2022-10-20T08:35:05Z
dc.descriptionThe study aims at determining the influence of brand name on consumer buying decision. Data collected from 160 mobile phone users at Dodoma municipal by using questionnaires and interview. The findings show that consumers’ are not loyal in single brand name and their judgment in a purchase decision on the mobile phone is influenced by three factors; the need, country of origin, and the durability. This means that when different brand names of mobiles are presented to the consumers; they answer mainly three questions: does it match with my need? Where is it made? and if it can stays for a reasonable time. It is recommended that the manufacturers of mobile phones to accentuate on the needs of the market (marketing orientation), durability, and country of origin products (intra- trade) in order to enhance marketing competitiveness.
dc.formatapplication/pdf
dc.identifier2222-2839
dc.identifierhttp://dspace.cbe.ac.tz:8080/xmlui/handle/123456789/283
dc.identifier.urihttp://hdl.handle.net/123456789/79225
dc.languageen
dc.publisherCollege of Business Education
dc.relationVolume 7;Issue No: 4
dc.subjectBrand Name, Purchase Decision, Mobile Phone
dc.titleDoes the Brand Name Matter to Purchase Decision? The Case of Mobile Phone
dc.typeArticle

Files

Collections

Articles