Effect of Branding on Consumer Behaviour (A Case Study of MTN Nigeria Telecommunication, Mubi Metropolis)

Abstract ―​

Customers are considered the lifeblood of every organization, yet due to their complex nature, it has become very difficult to satisfy and retain them. Telecommunication companies have resorted to branding strategies to enhance consumer satisfaction, retention, trust, loyalty, and profitability. Despite the adoption of branding-related strategies, customers have continued to be dissatisfied with telecommunication services. This paper examined the effect of branding on the Consumer behaviour of MTN service users in Mubi metropolis. A survey method of research was adopted for the study. The data for the study was obtained using a structured questionnaire administered to a sample of fifty (45) customers of MTN Nigeria within the Mubi metropolis. The data were subjected to percentage (%) analysis. The study concludes in accordance with the findings that the management of MTN Nigeria telecommunication as the network with the most subscribers should improve on more consumer-friendly branding strategies such as cheap and fast data bundles, more friendly call rates, world-class customer care representation and more freebies & gift to their brand loyal customers. This suggestion can be sustained by promoting policies that encourage investment in telecommunication technologies to increase accessibility and convenience of services to enhance positive responses.