LIMIS

METHODIST UNIVERSITY COLLEGE GHANA

BACHLOR IN BUSINESS ADMINISTRATION

RESEARCH PROPOSAL

CONSUMER PUCHASING BEHAVIOUR IN TELECOMMUNICATION INDUSTRY FROM STUDENTS PERSPECTIVE

BY

NAME INDEX NO EMAIL ADDRESS
OSUMANU-SULEMANA AMIDU
BBAA/ET/123001
[e-mail]
NANCY KYEI
BBAM/ET/117450
[e-mail]
IVY MAKU AFLOE
BBAF/ET/122378
[e-mail]
CEECEE M SOUMAHORO
BBAM/ET/119419
[e-mail]
ABDUL MAJEED DAAMAH
BBAM/ET/137616
[e-mail]

SUPERVISOR: MR JONAS LADIME

20th May, 2014
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The telecommunication industry in Ghana has undergone tremendous innovations with the proliferation of information and communication technology. The six mobile service providers are engaged in a tight race to diversify their product range in a bid to rope in more subscribers and grow their revenue. In a growth characterized by competition and alternative service providers, consumers have the freedom to choose from among the available alternatives. Consumer behavior refers to the activities in which people acquire, consume and dispose products and services. Owing to the proliferation of brands in the recent decades, there are a growing number of researches conducted in the field of consumer buying behavior. However, most of them concentrate on a single country study, regardless of the importance of cross-country comparisons which will inspire innovative ideas for understanding the fast-changing consumer habit (Blackwell et al., 2001). This study is going to investigate the differences of consumer purchasing behavior in telecommunication industry from student’s perspective According to Kotler and Armstrong, (2001) Purchase intentions and product choice are influenced by the behavior displayed by consumers in their need recognition, search for and evaluation of alternatives available for satisfying needs. An

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