The Effects Of Branding On Godfrey Okoye University Students’ Patronage Of Gsm Service Providers

Abstract

The study investigated the effects of branding on Godfrey Okoye University students’ patronage of GSM service providers.  It sought to find out the most patronized GSM network by students of Godfrey Okoye University Enugu. A descriptive survey research design was used in carrying out this research work with a population of 1600 students. A sample of 309 students were used for the study. The researcher used Taro Yamane formula in determining the sample size for the students. The questionnaire contained both open ended and closed ended questions to elicit responses that were analyzed. In analyzing the data, percentages and frequency tables were used based on the research questions and the hypotheses were tested using chi square. The findings of the study revealed that the most patronized GSM network service is MTN. It shows that a brand name of a GSM network differentiates it from others. The result also shows that brand name does not have effect on GSM network patronage. It was also revealed in the study that awareness on the image of a product, serves as a means of corporate communication. Reenergizing market position and bringing new vision, mission and values are some of the effects of branding on patronage. It recommends that to improve on the strength and the appeal of a brand to consumers, there is need for the enterprise’s name to symbolize the makers’ promise that consumers’ expectations will be fulfilled; since brand name that differentiates a product from another, there is need for GSM providers to adopt names that attract retailers and consumers.