INVESTIGATING THE IMPACT OF BRAND ON CONSUMER PURCHASING DECISION OF ELECTRONIC GADGETS WITHIN THE KUMASI METROPOLIS

ABSTRACT

The study investigated how brand image impact on consumer purchasing of electronic gadgets within the Kumasi metropolis. This study followed the positivist paradigm hence, quantitative methodology was adopted. The total population for the study covered the entire students of the Graduate School of the University of Education-Winneba, Kumasi campus. The population size for this study was 525. The study employed purposive sampling and used Krejcie and Morgan (1970) sampling table to determine the sample size for the 525 population size. Based on the table, the sample size selected for this study was 217 respondents with 95% confidence level and 5.0% confidence interval (i.e. ±5 per cent). Since the study was guided on the principles of quantitative methodology, this study used questionnaires on a 4 point likert scale for the study. The study distributed questionnaires to Graduate students of the University of Education-Winneba, Kumasi campus. Findings from this study revealed that the variables that had the most significant impact on respondents’ purchasing decisions of electronic gadgets were; brand awareness and perceived quality. However, brand association did not have any significant impact on respondents’ purchasing decisions of electronic gadgets. The study recommended that the marketing practitioners and businesses should make it point to streamline their advertising strategies since the respondents’ awareness of a particular brand within a product category will inform their purchasing decision when time come for them to select a product or service from that product category