The Influence Of Brand Name On Consumer’s Purchasing Decision: A Case Of Mobile Phone In Dar Es Salaam City Council

ABSTRACT

The study aims at determining the influence of brand name on consumer purchasing decision: A case of mobile phone in Dar es Salaam City Council. The study specifically aimed to assess the level of consumers‟ trustworthy to a mobile phone brand name, to establish the extent to which consumers recall mobile phone brand name in pre purchase decision and to establish consumer‟s judgment of different mobile phone brand names when making purchase decision.

The researcher employed Social survey and personal interview as methods of data collection while questionnaire, interview guide and documentary review as a tools for data collection. A sample size of 99 respondents was selected using both probability and non probability sampling techniques. Data collected were analyzed both qualitatively and quantitatively with the aid of computer software programme Statistical Package for Social Scientists (SPSS Version 21).

The investigation of this study reveals that consumers‟ judgment in purchase decision on mobile phone brand name is influenced mostly by three factors; the need, country of origin, and the durability of the mobile phone. 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 will it stay for a reasonable time. The study shows that the mobile phone users do not weigh other factors like, the information they had before, the appearance, function, likability, and price.

Therefore it is recommended that Manufacturers of different mobile brands should improve on the durability and quality of the brand. Moreover, mobile phone companies should carry out periodic survey to help in identifying new technology features in relation to consumer needs and decide which ones to add to its product so as to satisfy these needs (the relevance, country of origin and durability of the mobile phone. To sellers, in order to increase sales volume and profitability mobile phone sellers/ marketers should stock the phones which originate from the countries of interest to the customers. Lastly Government; needs develop policy for the quality products.