CAPE COAST POLYTECHNIC

SCHOOL OF BUSINESS AND MANAGEMENT STUDIES

DEPARTMENT OF MARKETING TOPIC; CONSUMER BEHAVIOUR; INFLUENCING FACTORS ON CONSUMER CHOICE OF MULTIPLE SIM PHONES.
(A CASE STUDY OF CAPE COAST POLYTECHNIC AND ITS ENVIRONS)

BY MEMBERS; KOTOKO PETER DAVID KWEKU MENSAH KUUKUA AGARTHA NAA AYORKOR AKRONG DESEWU EUGENE SENANU A DISSERTATION SUBMITTED TO THE DEPARTMENT OF MARKETING, SCHOOL OF BUSINESS AND MANAGMENT STUDIES, IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF A HIGHER NATIONAL DIPLOMA (HND) MARKETING.

MAY 2012

CAPE COAST POLYTECHNIC

SCHOOL OF BUSINESS AND MANAGEMENT STUDIES
DEPARTMENT OF MARKETING TOPIC; CONSUMER BEHAVIOUR; INFLUENCING FACTORS ON CONSUMER CHOICE OF MULTIPLE SIM PHONES.
(A CASE STUDY OF CAPE COAST POLYTECHNIC AND ITS ENVIRONS)

BY MEMBERS; KOTOKO PETER DAVID KWEKU MENSAH KUUKUA AGARTHA NAA AYORKOR AKRONG DESEWU EUGENE SENANU 0209020179 0209020024 0209020051 0209020040

A DISSERTATION SUBMITTED TO THE DEPARTMENT OF MARKETING, SCHOOL OF BUSINESS AND MANAGMENT STUDIES, IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF A HIGHER NATIONAL DIPLOMA (HND) MARKETING.

MAY 2012

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CERTIFICATION

The undersigned certify that he has read and recommended to the school of business and management studies for acceptance of the project work entitled: CONSUMER BEHAVIOUR: INFLUENCING FACTORS ON CONSUMER CHOICE OF MULTIPLE SIM PHONES. Submitted in partial fulfilment of the requirement for the award of Higher National Diploma (HND) in marketing.

Head Of Department:

Rev. Ansah James

Signature:

Date:

Supervisor:

Mr. Horsu Emmanuel

Signature:

..................................................

Date:

..................................................

DEDICATION

We dedicate this project work the almighty God for his favour, care, love and mercy He shown to us throughout our stay on campus.

This project is dedicated to our parent Mr & Mrs. Kotoko, Mr & Mrs. Mensah, Mr & Mrs. Akrong and Mr & Mrs. Desewu for the love, support and care they have shown towards us. Also we dedicate this project work to all lecturers in the Marketing department for their love, guidance and advice to us throughout our stay on campus.

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ACKNOWLEDGEMENT

This project work wouldnt have been possible with the guidance and protection from the Almighty God. We wish to show our most heartfelt gratitude to our supervisor, Mr. Horsu Emmanuel, for this time, contributions and invaluable role towards the successful completion of this work.

We also acknowledge all the workers of Cape Coast polytechnic and its environ for their help toward the successful completion of this work.

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DECLARATION

The researchers hereby declare that except references to other peoples work which have been duly sited, this project is however a result of our own original research and no part of it has been presented for another higher national diploma in any institution.

NAME OF RESEARCHER

INDEX No.

SIGNATURE

DATE

Kotoko Peter David Kweku

.........................

........................ ..................

Mensah Kukua Agartha

.........................

........................ ..................

Desewu Eugene Senanu

.........................

........................ ..................

Akrong Naa Ayorkor

.........................

........................ ..................

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TABLE OF CONTENTS CERTIFICATION..............................................................................................................................i DEDICATION....................................................................................................................................ii ACKNOWLEDGEMENT................................................................................................................iii DECLARATION...............................................................................................................................iv TABLE OF CONTENTS...................................................................................................................v 1.3 STATEMENT OF PROBLEM...................................................................................................5 1.4 OBJECTIVES OF THE STUDY................................................................................................6 1.5 SIGNIFICANCE OF THE STUDY............................................................................................6 1.6 ORGANIZATION OF THE STUDY.........................................................................................7 CHAPTER TWO................................................................................................................................8 2.0 LITERATURE REVIEW............................................................................................................8 2.1 CONSUMER BEHAVIOR..........................................................................................................8 RESEARCH METHODOLOGY....................................................................................................27 3.0 INTRODUCTION......................................................................................................................27 3.1 THE RESEARCH AREA..........................................................................................................27 3.2 POPULATION............................................................................................................................28 3.3 RESEARCH DESIGN...............................................................................................................28 3.4 SAMPLE SIZE AND SAMPLING PROCEDURE................................................................29 3.5 DATA USE AND COLLECTION METHOD........................................................................32 3.6 METHOD OF DATA COLLECTION....................................................................................33 3.7 STATISTICAL TOOL FOR DATA ANALYSIS...................................................................33 3.8 LIMITATION OF THE STUDY..............................................................................................34 CHAPTER FOUR............................................................................................................................35 DATA PRESENTATION AND ANALYSIS.................................................................................35 4.1 INTRODUCTION......................................................................................................................35 4.2 GENERAL INFORMATION ON RESPONDENTS.............................................................35 4.3 PERSONAL INFORMATION.................................................................................................36 4.4 ANALYSIS OF DATA...............................................................................................................48

CHAPTER FIVE..............................................................................................................................51 5.1 SUMMARY.................................................................................................................................51 5.2 FINDINGS...................................................................................................................................51 5.3 RECOMMENDATIONS...........................................................................................................53 5.4 CONCLUSION...........................................................................................................................54 REFERENCE ...................................................................................................................................55 APPENDIX........................................................................................................................................57

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CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF STUDY The importance of communication cannot be over emphasized as every individual depend on it. Due to its relevance, it has experienced past quest to arrive at every suitable and most convenient way to carry this function. Individual for that matter needs the process of communication to perform business and personal functions.

In the past communication has been carried out through indigenous technology such as smoke and sculpture which has been improved to more advantage means such as sound and light message, telephone, post, and internet among others. The indigenous ways through which people communicate did not prove to be effective, hence lack of clear interpretation. However, with the emerging of telecommunication, the usage or utilization of those other indigenous means of communication has decreased tremendously. Telecommunication is any process or group of processes that allows the transmission of audible or visible information or data over long distances by means of electrical or electronic signal. E.g. telephones, mobile phones, fax, etc. (Tan. Donald, 2010)

Some centuries ago the use of mobile phones was not common. Consumers resort to using fixed lines and fax machines. Advancements in technology have provided a platform for manufacturers to manufacture wireless mobile phones which work better than the fixed line(telephone) due to its

mobile nature. The use of mobile phones has become an order of the day where most people use mobile phones for many reasons; making and receiving calls, browsing the internet sending messages. (Paull. John, 2009)

Down the line, technology has provided manufacturers with another opportunity to manufacture multi- sim phones. A dual SIM mobile phone is one which holds two SIM cards. Initially, dualSIM adapters were made available to use in regular mobile phones to allow them to contain two SIMs, and to switch from one to the other as required. This combination is called a standby dualSIM phone. The first Dual SIM mobile phone was Benefon Twin manufactured by Benefon in Finland. It was launched on the market in 2000. (Tania. B, 2010)

More recently, some phones have been produced that can natively work with two SIMs, both of which may be active at the same time. These are active dual-SIM phones. There are also some Chinese triple-SIM phones. Akai Trio is the first phone with triple GSM SIM slots. (Segan. S, 2010)

Dual-SIM operation allows the use of two services without the need to carry two phones at the same time. For example, the same handset can be used for business and private use with separate numbers and bills; or for travel, with an additional SIM for the country visited. Using multiple SIM cards allows the user to take advantage of different pricing plans for calls and text messages to certain destinations as well as mobile data usage. These phones have until recent years been largely eschewed by the larger phone manufacturers partly due to their close ties with mobile phone networks who would prefer that customers use only

one network exclusively. However more recently manufacturers such as Nokia and Samsung have started producing these phones, which will target customers mostly from developing countries.

Though multi-sim phones are widely accepted in the market, very little research has been conducted about these phones and why consumers purchase them.

1.2 CONSUMER BEHAVIOR According to (Stuadt and Taylor, 1995), Consumer behavior is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. At this time the consumer compares the brands and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the consumer's evoked (consideration) set? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision. It also

needs to check other brands of the customers consideration set to prepare the right plan for its own brand.

Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The organization can use a variety of techniques to achieve this. The provision of credit or payment terms may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration. Once the integration is achieved, the organization can influence the purchase decisions much more easily. (Stutz and Warf, 2009)

In synopsis, this research is basically about how consumers behave towards the introduction of multi-sim phones in the market. A brief logic can establish that consumers who are businessmen will surely have the desire to use more than one sim card; this scenario will impel the consumer to go in for a multi sim phone instead of carrying around two single sim phones which sometimes is regarded as load.

Also, network failure can propel a consumer to purchase a multi-Sim phone. Telecommunication companies in Africa precisely, are not reliable or dependable due to the various reports about network failure, network shove and other problems in the various Africa countries especially high populated countries like Nigeria, South Africa, and Ghana etc. This tribulations will trigger most consumers who are willing to stay connected with family members and business partners to

purchase multi-sim phones, in order to stay connected even when one of the networks is recording failures. (Powell, 2001)

In addition, the diffusion process can also be linked with consumers behavior towards the invention of multi-sim phones. In the diffusion process, the innovators are consumers who are mostly the first to try out new products. In relation to this, consumers who are mainly innovators are always ready to try new products and new technology. This instance drives many consumers to purchase multi-sim phones. (Carlyn. M, 1997) Besides, other consumers will purchase multi-sim phones due to the psychological prestige they get from using it. In some societies in the world, its a psychological pride to be the first person or among the few using new technological gadgets, as a result most consumers purchase multi-sim phones for others to regard them to be technological advance. (Edwards. W, 1996)

1.3 STATEMENT OF PROBLEM Given the improvements in technology in relation to the mobile phone industry, it can be analyzed that, people are starting to develop the taste and interest of using multi-sim phones. Regardless of the factors that influence consumer to switch to multi-sim mobile phones, the main problem to consider is what actually causes people to switch from using single sim mobile phones to multi-sim mobile phones, or what motivates people to buy multi-sim phones. In addition, lack of literature and adequate research in this area.

1.4 OBJECTIVES OF THE STUDY The study will be carried out to achieve the following objectives.
1. To identify the factors that influence consumer to purchase multi-sim phones.

2. To identify the most used multi-sim phone brands

3. To establish the benefits of using multi-sim phones. 4. To establish the drawbacks in using multi-sim phones

1.5 SIGNIFICANCE OF THE STUDY The study will be of significant benefit to the following.

1.5.1 Mobile phone manufacturers. The outcome of this project will significantly help mobile phone manufactures; the prime aim of every manufacturer or producer is to successfully satisfy the requirements of the customer purchasing the product, as a result manufacturers put a lot into knowing how consumers will behave towards their products and also study behavior patterns to increase the acceptability of their products. This project is no less than the above; it will offer significant help to mobile phone producers to study behavioral patterns of customers and produce the best to satisfy them. Latest technological advancements also require that producers or manufacturers have a clear view of fluctuations in technology in order to make adjustments and stay competitive.

In addition, this project will be of benefit to mobile phone wholesalers and retailers. Wholesaling and retailing business is mostly characterized with a profit motive, most businessmen who enter retailing do so with the desire to make profit; this can only be a reality when consumers buy the

products they retail. In order to know the requirements of customers, retailers and wholesalers must study the behavior of consumers towards their products. Practically, this project will define the behavior of consumers towards multi-sim phones and aid mobile phone sellers in the supply chain to whom to sell, when to sell, and where to sell.

1.5.2 Furthermore, this project is a partial fulfillment of H.N.D. Marketing certificate. 1.5.3 Researchers Finally, this project will be of significant benefit to researchers. The project work will serve as a basis and source of secondary data to people doing research on any topic in relation to this project.

1.6 ORGANIZATION OF THE STUDY The study is structured to contain five chapters. These chapters are chapter one, chapter two, chapter three, chapter four and chapter five. Chapter one contains the introduction, is made up of the following; objective of the study, significant of the study and organization of the study. Chapter two deals with literature review Chapter three discusses methodology; which is made up of research design, population, sample, and instrument. Chapter four discusses the data presentation and analysis which also include the general information respondents, presentation of data and discussion of data. Chapter Five talks about the summary, conclusion and recommendation.

CHAPTER TWO

2.0 LITERATURE REVIEW This chapter reviews the available literature related to research topic and discuses the theories on which the research is based.

2.1 CONSUMER BEHAVIOR Consumer behavior can be defined as the decision-making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services. This definition clearly brings out that it is not just the buying of goods/services that receives attention in consumer behavior but, the process starts much before the goods have been acquired or bought. A process of buying starts in the minds of the consumer, which leads to the finding of alternatives between products that can be acquired with their relative advantages and disadvantages. This leads to internal and external research. Then follows a process of decision-making for purchase and using the goods, and then the post purchase behavior which is also very important, because it gives a clue to the marketers whether his product has been a success or not. (Cross. Robert G, 1997).

Furthermore, Consumer behavior is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. (Stuadt and Taylor, 1995).

2.2 IMPORTANCE OF UNDERSTANDING CONSUMER BEHAVIOR. 2.2.1 Marketing Strategy Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year.

Understanding consumer behavior in a gargantuan proportion helps companies to design, effective and implementable marketing strategies which ensure significant growth in the company.

Consumer research allows companies to market more effectively by including images and text designed to resonate with a target demographic and by scheduling those ads during certain shows or time slots. As well, understanding behavior may lead to changes in the design of a pilot product, a product's packaging or its position within the store. Understanding why customers buy what they do also helps a company create campaigns to encourage repeat purchase and referrals. This is evident in the fact that companies without knowledge about consumers tend to formulate shoddy marketing strategies which hinder growth in the company. (J. Scott Armstrong, 1991)

2.2.2 Find a Competitive Edge Stutz and Warf 2009 state that Competitive advantage or edge occurs when an organization acquires or develops an attribute or combination of attributes that allows it to outperform its competitors. These attributes can include access to natural resources, such as high grade ores or

inexpensive power, or access to highly trained and skilled personnel human resources, not withstanding intensive knowledge about consumers.

Consumers make decisions for different reasons, such as price, style, durability and taste. These reasons differ across categories and even within categories across time. By being aware of consumers' current behavior, a company has an opportunity to create a competitive edge and to steal business from the competition. This can include strategically timed sales, new designs, improved customer service or even a new channel. For example, many companies found a competitive edge and experienced tremendous growth by offering enhanced service or shipping discounts when online shopping became commonplace.

2.2.3 Stay in Business The prime motive of every vision oriented company is to stay in business. Staying in business does not come by magic effects; it demands hard work and determination. Companies which lack such attributes end up as failures. A determine company can be classified as one with in-depth knowledge about consumer behavior and capitalizes on such a resource to serve consumers well. Periods of time, such as the great recession of 2008, show another fundamental reason why companies need consumer behavior research. Knowing when a turnaround is going to begin can be crucial for production schedules. But, even more important, knowing that a recession is beginning and that it's not just a slow month or two can mean the difference between making quick changes to meet new consumer needs and the potential failure of a business. (Powell, 2001)

2.2.4 Know the decision making process

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Consumer decision processes are the decision making processes undertaken by consumers in regard to a potential market transaction before, during, and after the purchase of a product or service.

More generally, decision making is the cognitive process of selecting a course of action from among multiple alternatives. Common examples include shopping and deciding what to eat. Decision making is said to be a psychological construct. This means that although we can never "see" a decision, we can infer from observable behavior that a decision has been made. Therefore we conclude that a psychological event that we call "decision making" has occurred. It is a construction that imputes commitment to action. That is, based on observable actions, we assume that people have made a commitment to effect the action.

The thought processes consumers use in their decision making is an important behavior to try and understand. Marketers want to try and tap into what makes consumers tick as they ponder their choices and learn just what the types of things lead to a final decision. This way they can align their products to remain in the running and be hopefully chosen. (Carlyn. M, 1997)

2.2.5 Helps in developing new Products New product development (NPD) is the term used to describe the complete process of bringing a new product to market. A product is a set of benefits offered for exchange and can be tangible (that is, something physical you can touch) or intangible (like a service, experience, or belief).

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There are two parallel paths involved in the NPD process: one involves the idea generation, product design and detail engineering; the other involves market research and marketing analysis. Companies typically see new product development as the first stage in generating and commercializing new products within the overall strategic process of product life cycle management used to maintain or grow their market share.

Understanding how consumers use products and what complement items are used is of value. Marketers who gain insight to how products are used and what accompanying products are purchased can then use this information to design products and develop complement products that are enticing and attractive to consumers. (Koen et al, 2001)

2.3.1 MOBILE PHONE A mobile phone (also known as a cellular phone, cell phone and a hand phone) is a device that can make and receive telephone calls over a radio link whilst moving around a wide geographic area. It does so by connecting to a cellular network provided by a mobile phone operator, allowing access to the public telephone network. By contrast, a cordless telephone is used only within the short range of a single, private base station.

In addition to telephony, modern mobile phones also support a wide variety of other services such as text messaging, MMS, email, Internet access, short-range wireless communications (infrared, Bluetooth), business applications, gaming and photography. Mobile phones that offer these and more general computing capabilities are referred to as Smartphones. (Heeks. R, 2008)

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All mobile phones have a number of features in common, but manufacturers also try to differentiate their own products by implementing additional functions to make them more attractive to consumers. This has led to great innovation in mobile phone development over the past 20 years. The common components found on all phones are:

A battery, providing the power source for the phone functions. An input mechanism to allow the user to interact with the phone. The most common input mechanism is a keypad, but touch screens are also found in some high-end Smartphones.

Basic mobile phone services to allow users to make calls and send text messages. All GSM phones use a SIM card to allow an account to be swapped among devices. Some CDMA devices also have a similar card called aR-UIM.

Individual GSM, WCDMA, iDEN and some satellite phone devices are uniquely identified by an International Mobile Equipment Identity (IMEI) number. (Cecilia Kang, 2011)

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Low-end mobile phones are often referred to as feature phones, and offer basic telephony. Handsets with more advanced computing ability through the use of native software applications became known as Smartphones.

Several phone series have been introduced to address a given market segment, such as the RIM BlackBerry focusing on enterprise/corporate customer email needs; the SonyEricsson Walkman series of music phones and Cyber shot series of camera phones; the Nokia Nseries of multimedia phones, the Palm Pre the HTC Dream and the Apple iPhone. (Tania. B, 2010).

2.3.2 SIM card (Subscriber Identity Module )

Mobile phone sim card. GSM feature phones require a small microchip called a Subscriber Identity Module or SIM Card, to function, while Smartphones can be used without it. The SIM card is approximately the size of a small postage stamp and is usually placed underneath the battery in the rear of the unit. The SIM securely stores the service-subscriber key (IMSI) used to identify a subscriber on mobile telephony devices (such as mobile phones and computers). The SIM card allows users to change phones by

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simply removing the SIM card from one mobile phone and inserting it into another mobile phone or broadband telephony device. (Segan. S, 2011).

2.3.3 DUAL SIM PHONES (MULTI-SIM PHONES) A Dual SIM/Multi Sim mobile phone is one which holds two or more SIM cards. Initially, dualSIM adapters were made available to use in regular mobile phones to allow them to contain two SIMs, and to switch from one to the other as required. This combination is called a standby dualSIM phone. The first Dual SIM mobile phone was Benefon Twin manufactured by Benefon in Finland. It was launched on the market in 2000.

More recently, some phones have been produced that can natively work with two SIMs, both of which may be active at the same time. These are active dual-SIM phones. There are also some Chinese triple-SIM phones. Akai Trio is the first phone with triple GSM SIM slots.

Dual-SIM operation allows the use of two services without the need to carry two phones at the same time. For example, the same handset can be used for business and private use with separate numbers and bills; or for travel, with an additional SIM for the country visited. Using multiple SIM cards allows the user to take advantage of different pricing plans for calls and text messages to certain destinations as well as mobile data usage. (Tania. B, 2010).

These phones have until recent years been largely eschewed by the larger phone manufacturers partly due to their close ties with mobile phone networks who would prefer that customers use only

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one network exclusively. However more recently manufacturers such as Nokia and Samsung have started producing these phones, which will target customers mostly from developing countries.

Multi- sim phone

2.3.4 TYPES OF DUAL/MULTI - SIM PHONES

Pseudo-Dual - for convenience to use second SIM (as rule, it has no major slot for this) without both SIMs connected with owner's mobile service providers (MSP).

Dual Sim Shift Dual Sim Stand-by (DSS) - allows the device to switch from one network to the other when required

Dual Sim Active (DSA) - allows the device to be connected to both networks at the same time (its using transceiver). You can switch between the calls without dropping one (select Samsung models)

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Dual talk - possibility to talk with 2 callers from different MSPs at same time (LG GX500)

2.3.5 ACTIVE DUAL PHONES Mobile phones with built-in simultaneous dual SIM capability allow both SIMs to be active simultaneously and allow calls to be received on either number at any given time. Most such phones have two transceivers built in one of which may support 2G and 3G while another may only support 2G.

Though a new generation of Dual SIM Phones, called "Dual SIM Dual Standby" (DSDS) provide the ability to have 2 active SIM simultaneously, using only one transceiver. This is for example technology used in Freeyourmobile M180 Dual SIM Mobile Phone, K-Touch A982, LG-GX200, Philips Xenium - X100, Samsung B7722, Samsung B5722 and Samsung E2152. Nokia has now launched two dual SIM phone models C2-00 and X1-01. Both are 2G phones. Also, Nokia will launch more dual SIM devices such as C2-03, C2-06 featuring a 'Touch and Type' user interface with 'Easy-Swap SIM' facility. All of the models produced so far are Dual-SIM Standby phones - they have only 1 radio. Nokia at this point (January 2012) has no publicly announced plans to produce any Dual-SIM Active phones. Also all current Nokia Dual-SIM phones use the Series 40 interface. (Nokia Corporation, 2012).

In synopsis, mobile phones are used for a variety of purposes, including keeping in touch with family members, conducting business, and having access to a telephone in the event of an emergency. Some people carry more than one cell phone for different purposes, such as for business and personal use. Multiple SIM cards may also be used to take advantage of the benefits

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of different calling plans a particular plan might provide cheaper local calls, long-distance calls, international calls, or roaming. The mobile phone has also been used in a variety of diverse contexts in society.

2.4 MOBILE PHONE CHOICE AND USAGE Numerous factors can be attributed to the mobile phone choice of consumers, this elucidates that consumers make mobile phone purchase decisions based on certain discrete factors, and some of such factors are expatiated below:

2.4.1 Quality. According to (Edwards. W, 1996) quality in business, engineering and manufacturing has a pragmatic interpretation as the non-inferiority or superiority of something; it is also defined as fitness for purpose. Quality is a perceptual, conditional and somewhat subjective attribute and may be understood differently by different people. Consumers may focus on the specification quality of a product/service, or how it compares to competitors in the marketplace. Producers might measure the conformance quality, or degree to which the product/service was produced correctly.

There are two common quality-related functions within a business. One is quality assurance which is the prevention of defects, such as by the deployment of a quality management system and preventative activities like failure mode and effects analysis (FMEA). The other is quality control which is the detection of defects, most commonly associated with testing which takes place within a quality management system typically referred to as verification and validation.

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Consumers from all walks of life, seek to always get the best value for their money as a result they seek to buy products which will give them satisfaction. A quality product can be described as one with general excellence in attributes or features. Averagely, all consumers wish to buy quality products, this same instance apply to consumers in the mobile phone industry; consequently, they buy mobile phones with quality features and tend to reject mobile phones with less quality perception.

2.4.2 Brand A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. Branding began as a way to tell one person's cattle from another by means of a hot iron stamp. A modern example of a brand is Nokia which belongs to the Nokia Company.

A significant number of consumers are also influenced by mobile phone brands. Products brands are very vital in modern marketing, as some consumers are ever ready to purchase any product from a particular brand or manufacturer. In the mobile phone market, popular brands include Nokia, Sony Ericsson, Samsung, L.G etc. Consumers are influence by these brands partly due to a quality perception about the products offered by the brand. (Tan. Donald, 2010)

2.4.3 Price Price is the quantity of payment or compensation given by one party to another in return for goods or services. In modern economies, prices are generally expressed in units of some form of currency. (For commodities, they are expressed as currency per unit weight of the commodity, e.g.

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Euros per kilogram.) Although prices could be quoted as quantities of other goods or services this sort of barter exchange is rarely seen. Prices are sometimes quoted in terms of vouchers such as trading stamps and air miles.

In purchasing products consumers compare the value of the money in their pocket and the value of the product they want to buy. If the value they expect to get from the product exceeds the value of keeping the money in their pocket a purchase decision will be made. This instigates that price is a very sensitive factor in selling products; this is because the price of products influence consumers in a gigantic proportion. Some consumers will reject certain products at a mere mention of the price. (Paul. John, 2009)

2.4.4 Features Consumers in making purchase decisions evaluate features of products before deciding to buy them. Consumers tend to favor products with interesting and good features to product with fewer features. This to some gigantic extent is a big plus to mobile manufacturers who are technologically advance and innovative, because they are able to add more sophisticated features to mobile phones they manufacture, which entices consumers. (Edwards. W, 1996)

2.5 INFLUENCING FACTORS ON CONSUMER CHOICE OF MULTI SIM PHONES Advance technology has propelled many mobile phone manufactures to probe into the manufacturing of mobile phones which can hold more than one sim card. Consequently, consumers in the mobile phone market are also developing taste for the use of the multi sim mobile phones. Some of the factors influencing their action are enumerated below:

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2.5.1 Network Quandary African markets are characterized by the existence of few telecommunication communication networks. For instance, Ghana and Nigeria with population of 24 million and 158million respectively have less than seven telecommunication networks existing in the industry. This result in pressure on the facilities and the services provided by the companies, and leads to network malfunctions.

Most telecommunication networks especially in Africa are characterized by quandaries or jams. Some mobile phone users who rely on one telecommunication network are always disappointed. This has propelled many consumers to purchase multi-sim mobile phones which help in case one network is in a quandary, the other will be error free. This helps business men and families to stay connected to their business partners and family members respectively. (Nigeria

Telecommunication Update, 2012)

2.5.2 Desire to carry one phone Instead of two. Day in day out businessmen, women and the entire human race desire to carry fewer load in other to execute their daily business activities effectively. Consequently, this action propels many consumers in the mobile phone market to purchase mobile phones which can hold more than one sim card. This action reduces their load and facilitates daily activities more easily. Business men and women who are subscribers of more than telecommunication network, most at times wish to carry just a phone which can accommodate the sim cards of the telecommunication

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networks they use. This tends to reduce the stress of carrying two or more phones every day. (Koen et al, 2001)

2.5.3 Diffusion Process Vivid allusions to (Bass. F. M, 1999) states that Diffusion is the process by which a new idea or new product is accepted by the market. The rate of diffusion is the speed that the new idea spreads from one consumer to the next. Adoptions are similar to diffusion except that it deals with the psychological processes an individual goes through, rather than an aggregate market process. In economics it is more often named "technological change"

The diffusion process can also be linked with consumers behavior towards the invention of multisim phones. In the diffusion process, the innovators are consumers who are mostly the first to try out new products. In relation to this, consumers who are mainly innovators are always ready to try new products and new technology. This instance drives many consumers to purchase multi-sim phones. 2.5.4 Desire to have private number. With the growing interest of business security, consumers as well as business men and women are more concern about privacy as a result tries to do things which will ensure total privacy thereby purchasing mobile phones which can hold more than one sim card. Most business men and women at times wish to have private numbers for certain reasons only. This private number cannot be given to others. Consequently, such business men and women will be influence to purchase multi sim phones which can accommodate more than one sim card. It

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results in aiding them to have a private number and still have normal number which can be given out. (Paul. John, 2009)

2.5.5 Prestige According to (Christopher. P, 1995) prestige refers to a good reputation or high esteem, though in earlier usage, it meant showiness. The behavioral traits of consumers is very complex to comprehend, this is due to the fact that consumers purchase products due to different reasons. A vivid reason might be the psychological prestige associated with the product. Multi Sim phones can be regarded as a new technology in the market. As result most consumers attach a psychological importance to the use of these phones. Most of them will purchase multisim phones due to the psychological prestige they get from using it. In some societies in the world, its a psychological pride to be the first person or among the few using new technological gadgets, as a result most consumers purchase multi-sim phones for others to regard them to be technological advance.

2.6 BENEFITS OF USING MULTI SIM PHONES With the introduction of multi-sim phones in the market, consumers with the desire to purchase these phones stand to enjoy the following benefits.

2.6.1 Consumers using two or more numbers will carry fewer loads.

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The traditional single sim phones makes consumers with the desire to use more than one number carry more than one mobile phone. This problem is eliminated due to the recent introduction of multi sim phones. (Segan. S, 2011).

2.6.2 Consumers will have the advantage of enjoying services from two or more service providers. Consumers using multi sim phones will benefit from two or more service providers. Instances can be made of sales promotion and other services attached to the network. (Tania. B, 2010).

2.6.3 Users have a higher probability of dodging network problems. Due to the problematic nature of most telecommunication companies in Africa, consumers with multi sim phones can easily dodge network problems by switching to the second network when one experiences network malfunctions. (Koen et al, 2001)

2.6.4 Mobile phone users can have another number for other reasons. Consumers using multi sim phones have wealth of possessing two or more numbers, which helps them to use the numbers for other businesses and private reasons. (McDaniel, 2005)

2.7 DRAWBACKS OF USING MULTI SIM PHONES Aside the numerous benefits associated with the usage of multi sim phones, significant drawbacks or disadvantages can be recorded.

2.7.1 Existence of imitated multi sim phones in the market.

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The introduction of multi sim phones has impelled the production of imitated and shoddy multi sim phones into the mobile phone market. Consequently, some consumers purchase the shoddy ones which are with less quality and render them no satisfaction. Countless Chinese companies are evidently involve in the production such imitated multi sim phones. (Della. T, 2009)

2.7.2 Original multi sim phones are expensive. Multi sim mobile phones are expensive in the market. Statistics from the mobile phone market records that most multi sim mobile phones are expensive and mostly associated with rich people. Considering the distribution of per capita income, one can conclude that most consumers in Ghana cannot afford multi sim phones. Empirically, the average price of an original multi sim phone in Ghana is about GHC 200. (Ghana Mobile Phone Prices Update, 2012)

2.7.3 Multi sim phones produce more radiations and harmful to the human body Mobile phones produce variance of radiations which is harmful to human health. Its been proven that multi sim phones produce more harmful radiations than single sim phones. The effect of mobile phone radiation on human health is the subject of recent interest and study, as a result of the enormous increase in mobile phone usage throughout the world (as of June 2009, there were more than 4.3 billion subscriptions worldwide). Mobile phones use electromagnetic radiation in the microwave range. Other digital wireless systems, such as data communication networks, produce similar radiation. (R. Persson, 2011)

2.7.4 Technically, multi sim phones give network problems.

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Technical analysis and review indicates that most multi sim phones give network problems. This is possible because of the existence of different networks existing on different platforms. This is a serious drawback as consumers are mostly unsatisfied. (Segan. S, 2011).

2.7.5 Multi sim phones are not user friendly. Finally, multi sim phones are complicated and very complex to use. This puts the phone beyond the comprehension and usage of certain consumers. This discourages consumers from buying and using the phones. (McDaniel, 2005)

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CHAPTER THREE

RESEARCH METHODOLOGY

3.0 INTRODUCTION This chapter contains the methods of data collection, source of data, the population and the sample size, method of data analysis, listing hypothesis, and the limitations of the study.

3.1 THE RESEARCH AREA The research area for this study is Cape Coast Polytechnic and its environs. Cape Coast is a Metropolitan Area located in the Central region of Ghana. There are many educational institutions in Cape Coast; one with a profile of interest is Cape Coast Polytechnic. The school has a total population of about 4500 students and about 150 working staff. (C-poly Planning and Control Statistics, 2012).

Cape Coast Polytechnic is the preferred research area because the researchers are in the institution, and are familiar with the environment which enhances the collection of the data. Also, the use of mobile phones is very common among youths in tertiary institutions as a result the study area will aid the researchers to collate appropriate and valid data to enhance the cause of this study. Besides due to the closeness of the research area to the researchers it will stimulate and ensure data is collected speedily.

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3.2 POPULATION According to Hartl, D. 2007 population is the universal set of all the people, unit items or organization that contains the characteristics of interest. It denotes the aggregate from which the sample is chosen. Rules must be set up to define the population and must be usable in practice. The population to be sampled should coincide with the population about which information is needed.

Population is essential because, it helps us to reach our target market. For instances, we are concern with the acceptability of multi sim phones. The target population is current and potential mobile phones users.

Again, if a marketing research study is to be conducted to determine the potential market share of Nokia, the target population should be people who at least use mobile phones. Having decided on the type of people that would fall into relevant population, the next step is to get a list of people (items) which is the sampling frame.

The study area is Cape Coast Township with specific focus on Cape Coast Polytechnic and its environs. The population comprises of all mobile phone users.

3.3 RESEARCH DESIGN According to McDaniels and Gates (2005) the research design is a plan for addressing the research hypothesis. In essence the researcher develops a structure or frame work to answer a specific research problem or opportunity. There is no single best research design. Instead, different designs offer many array of choices each within certain advantages and disadvantages. The researchers

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deploy descriptive research as a design for this study. According to Gates, 2005 descriptive research describes the data and characteristics about the phenomenon being studied. It answers the questions who, what, where, when and how. The best approaches prior to a descriptive research are to conduct a survey investigation.

3.4 SAMPLE SIZE AND SAMPLING PROCEDURE David. S, 2005 states that sampling indicates the selection of part of a group or population with a view to obtaining information about the population. It involves observing only a small portion of that population and making generalisation to represent the facts and views of the entire population.

Sampling may be done with replacement or without replacement. Respondents are selected using census and sampling. According to Cochran. G, (1997), Census refers to the complete enumeration of all the members of the identified population of interest whiles sampling involves the selection of a sample to represent the whole population. Due to time, cost, and weariness involve in the census method, the researchers use the sampling method for this research. Rough estimates of the sample size can be based on the degree of precision required relative cost and time involve is the various ways are compared before making a decision. The sample size for the research comprises of workers, students, and traders both young and old irrespective of educational background. Sampling size required and every one of them in the population must be numbered in order. This method serves as the basis for other more complicated sampling schemes or methods. Since our population is so large and we cannot use every member,

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we used a sample size of 100 respondents, 35 presenting student, 63 representing workers and 2 representing the people around.

3.4.1 SAMPLING PROCEDURE The researchers of this study settled on probability sampling as a procedure to collate data from the population. According to McDaniel Jr. 2005 probability sampling is a sample method where each item in the population has an equal chance of being selected. There are two major types of probability sampling namely; Random Probability and Non Random Probability Sampling. For the purpose of this study, the researchers used Random Probability Sampling. According to Gates, (2005), this is defined as a sample taken in such a way that every member of the population has some calculable chance of being selected. A simple random sample gives each individual in the population an equal chance of selection.

The researchers decided to use this sampling method because of the following reasons; A random probability sampling presents unbiased statistics as every member of the populations has an equal chance of been selected. A second advantage is that the statistical analysis related to sample distribution, hypothesis testing, and sample size determination assumes that sample is random sample.
Findings under random probability sampling are highly representative. (David. S, 2005)

On the other hand Non Random Sampling is means to overcome the limitation of random sampling. A well-conducted non-random survey will produce result more quickly, and at lower

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cost, than a random sampling. They include systematic sampling, stratified sampling and multistage etc. (Gates, 2005) Other forms of sampling include;

STRATIFIED SAMPLING

This is a type of probability sampling where a stratified factor is used divide a population into subgroups called strata. Here the population is divided into these strata in such a way that each group is homogenous as possible. Separate random samples are taken from each of the groups in proportion to their respective sizes and put together to form the population. (Farese et el, 1997)

NON-PROBABILITY SAMPLING

With this type of sampling, not all the items have a chance of being selected thus selection does not base on any probabilities as in the case of the probability sampling. This method is much cheaper, simpler, easier, less time consuming, and it does not require mathematical calculations. (Dillion, 1993)

JUDGEMENT SAMPLING

This sampling refers to the selection of sampling units within a group depending entirely on the personal direction and judgement of the interviewer. In this technique, the group from which the sample is being taken is determined by the researcher and it is only the selection of the units which is done by interviewers judgement. (Hair Jr. Et al, 2000)

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QUOTA SAMPLING

With this one the population is divided into group such as age, sex, and job type. It is an example of judgement sampling. This method provides convenience to the interviewer in selecting respondents. Advantages of using this method are that it is fast, cheap, and simple. One weakness of using this method is that the use of judgement in the selection process may be produced bias. (David. S, 2005)

PERSUASIVE SAMPLING

This is a non-probability sampling where a particular sample or group is expressly selected with a definite purpose based on the evidence available. It is most appropriately used when a small number of sampling units are in the population. The weakness with this method is that the subjectivity in the selection procedure may lead to bias and it does not bestow itself to any sort of statistical evaluation. (Cochran. G, 1977)

3.5 DATA USE AND COLLECTION METHOD Data collected for this study was from both primary and secondary sources of quantitative and qualitative data respectively. Secondary data was collated from books, or publications, the internet, articles, magazines etc. This was used to lay the basis of reviewing the available literature in relation to this study represented mainly in Chapter two of this research work. Primary data is the field data collected from respondents and used in Chapter four of this study.

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In a survey, primary data are gathered with structured questionnaire. In structured questionnaire, the respondents record their responses in spaces provided or select multiple choices provided according to set instructions.

3.6 METHOD OF DATA COLLECTION Primary data was collected by the researchers with the aid of a well structured questionnaire with close ended questions and few open ended questions. The researchers selected the respondents randomly as a result all members of the population have a calculable chance of been selected, making the study unbiased. The researchers administered the questionnaire by explaining the questions and how the respondents can answer them.

3.7 STATISTICAL TOOL FOR DATA ANALYSIS There are various statistical tools used in analysing data. For the purpose of this study, the researchers used pie chart and tables in analysing the data collected from respondents. According to Stephen Few, 2007 a pie chart is a circular chart divided into sectors each of whose length is proportional to quantity represented. The researchers decided to use pie charts due to the following reasons; Pie charts provide the advantage of functioning as a visual aid to help readers examine and interpret the data presented. Pie Chart use percentages to illustrate quantities. This is clear advantage as readers immediately understand what the researcher is communicating.
Pie charts also avoid complex computations (Stephen. Few, 2007)

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3.8 LIMITATION OF THE STUDY Financial constraint made it impossible for more information to be gathered from the field. Some subscribers demand to be rewarded financially before filling the questionnaires. Moreover, lack of appropriate books from the library and the ICT centre which became a big problem for researchers. Lastly, combing studies with research became another hectic as well. The responses from the mobile phone users were unrepresentative of the entire mobile phone users, because of the fact that only one company was involved in the study.

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CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 INTRODUCTION This aspect of the study covers the following subjects; general information on respondent, presentation and discussion of the data. General information of the respondent, talks about a brief overview of the target population. Presentation of data expresses the outcome of questionnaire administered to respondent whiles discussion of data deals with analysis of the views express by respondents.

4.2 GENERAL INFORMATION ON RESPONDENTS The researchers target population comprised of workers and students of Cape Coast Polytechnic, and its environs. The views of the respondents were well sampled. In sampling the views of the target population the researchers considered different groups of people which include students, workers, traders, and people who are unemployed. In all 100 questionnaires were administered, the analysis are presented below.

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4.3 PERSONAL INFORMATION 4.3.1 AGE

AGE BELOW 15 YRS 16- 25 YEARS 26- 35 YEARS 36- 45 YEARS ABOVE 45 YRS TOTAL

NUMBER OF RESPONDENTS 6 10 35 25 24 100

PERCENTAGE OF RESPONDENTS 6% 10% 35% 25% 24% 100%

From the table and pie chart above 6% of the respondents were below the age of 15, 10% were aged from 16- 25 years, 34% were between the ages of 26- 35 years, 25% from 36 45 years and finally 24% of the respondents are above 45 years.

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4.3.2 GENDER GENDER MALE FEMALE TOTAL NO. OF RESP. 56 44 100 % OF RESP. 56 44 100

From the above, 56% of the respondents were male and 44% were female.

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4.3.3 MARITAL STATUS MARITALSTATUS SINGLE MARRIED DIVORCED TOTAL NO. OF RESP. 32 59 9 100 % OF RESP. 32 59 9 100

From the table and pie chart above, 32% of respondents are single, 59% married and 9% divorced.

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4.3.4 OCCUPATIONAL INFORMATION OCC. INFO. EMPLOYED STUDENT UNEMPLOYED TOTAL NO. OF RESPONDENT 63 35 2 100 % OF RESPONDENT 63 35 2 100

63% of the respondents are employed as against 2% who are unemployed and 35% of them are students.

4.3.5 TYPE OF PHONE RESPONDENTS USES. PHONE MULTI-SIM NO. OF RES. 53 % OF RESP. 70 30 17 100

SINGLE-SIM 30 BOTH TOTAL 17 100

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The data presentation above indicates that 30% of the sampled respondents use single sim phones, 53% uses multi-sim phone and 17% uses both. This indicates that more consumers are switching to use multi sim phones.

4.3.6 PHONE BRAND USED BY RESPONDENTS. PHONE TECHNO NOKIA SAMSUNG R.L.G OTHERS TOTAL NO. OF RESP. 17 15 20 6 12 70 % OF RESP. 24 21 29 9 17 100

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The following results were obtained when 70 respondents who use multi sim phone were further surveyed about the brand of multi sim phone they used. 29% were using Samsung, 24% for Techno, 21% were also using Nokia, 9% of the respondents stated R.L.G and 17% were using other brands of multi sim.

4.3.7 REASONS WHY RESPONDENTS PREFER TO USE MULTI- SIM PHONE. REASONS ON TWO OR MORE NETWORK DODGE NETWORK PROBLEM JUST LIKE MULTI SIM PHONES CONTACTS ON DIFFERENT NETWORK OTHERS TOTAL NO. OF RESP. 26 16 5 13 10 70 % OF RESP. 37 23 7 19 14 100

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From the pie chart 37% of the respondents prefer multi sim phones because, they are on two or more networks, 23% of the respondents wants to avoid network problem, 19% wants to have business, work, and private contacts on different sim cards. 7% replied that they just like multisim phones, and 14% for other reasons.

4.3.8 BENEFITS OF USING MULTI- SIM PHONES BENEFITS CARRY ONE INSTEAD OF TWO PHONES ENJOY SERVICES FROM MORE THAN ONE NETWORKS ABLE TO DODGE NETWORK PROBLEMS NO. OF RESP. 19 25 13 % OF RESP. 27 36 19 13 5 100

HAVE TWO OR MORE NUMBERS FOR BUSINESS, PRIVATE 9 AND OTHERS OTHERS TOTAL 4 70

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Out of the sampled respondents, 36% which is 25 of them enjoy services from two or more networks (e.g. sales promotion). 27% benefits from carrying one phone instead of two or more. Besides, 19% stated that they are able to avoid network problems. 13% benefits from having two or more numbers for business, private and other reasons. 5% opted for other reasons aside the ones stated.

4.3.9 PROBLEMS RESPONDENTS ENCOUNTER IN USING MULTI-SIM PHONES.

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PROBLEMS DIFFICULT TO USE EXISTENCE OF FAKE MULTI-SIM PHONES EXPENSIVE HARMFUL TO HUMAN HEALTH OTHERS TOTAL

NO. RESP. 26 20 15 2 7 70

% OF RESP. 37 29 21 3 10 100

HARMFUL TO HUMAN HEALTH 3%

PROB EMSIN US L ING MUL IM PH TI-S ONES

OTHERS 10% DIFFICULT TO USE 37% EXISTENCE OF FAKE MULTI- SIM PHONES 29%

MULTI-SIM PHONES AREEXPENSIVE 21%

The table and pie chart above represents the views gathered from respondents on the problems they encounter in using multi-sim phones. 37% of them stated that multi- sim phone is difficult to use. 29% also complained about the existence of fake or inferior multi- sim phones in the market. 21% also stated that multi- sim phones are expensive in the mobile phone market, besides 3% indicated that multi-sim phones are harmful to the human body. Finally, 10% opted for other reasons aside the ones stated.

4.3.10 RESPONDENTS USING SINGLE SIM PHONE BUT WISH TO USE MULTI-SIM PHONE

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NO. RESP. YES NO TOTAL 16 14 30

% OF RESP. 53 47 100

Respondents using single sim phones were asked whether they would like to use multi sim phones. Out of 30 respondents, 53% answered Yes and 47% answered No.

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4.3.11 WHY RESPONDENTS ANSWERED YES. REASONS ON TWO OR MORE NETWORK DODGE NETWORK PROBLEM JUST LIKE MULTI SIM PHONES CONTACTS NETWORK OTHERS TOTAL ON NO. OF RESP. 6 3 2 % OF RESP. 38 19 12 25 6 100

DIFFERENT 4 1 16

Respondents accounted for the reasons why they wish to use multi-sim phones. 38% stated they wish to use multi- sim phone in order to be on two or more networks. 19% wants to dodge network problem. 25% stated they want to contacts on different networks for business, private, and other reasons. 12% stated they just like multi sim phones and 6% indicated other reasons.

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4.3.12 WHY RESPONDENT ANSWERED NO. PROBLEMS DIFFICULT TO USE EXISTENCE OF FAKE MULTI-SIM PHONES EXPENSIVE HARMFUL TO HUMAN HEALTH OTHERS TOTAL NO. RESP. 5 3 4 1 1 14 % OF RESP. 36 21 29 7 7 100

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Respondents who answered No stating they dont wish to use multi sim phone indicated the reasons why. 36% stated that multi sim phones are difficult to use. 29% stated that multi sim phones are expensive in the market. 21% also complain about the existence of fake multi sim phones in the mobile phone market. 7% indicated that multi sim phones are harmful to human health, and the same 7% stated other reasons.

4.4 ANALYSIS OF DATA From the data collated, findings concluded that consumers in the mobile phone market are gradually developing positive attitude and taste to multiple sim phones. This is empirical as more of our respondents tend to prefer multiple sim phones to single sim phones. As established earlier, the advantages and benefits the multiple sim phones have over the single sim phones are responsible in propelling consumers to switch purchasing focus to multiple sim phones.

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Moreover, findings from respondents indicated that reasons why more members of the population of interest prefer multiple sim phones is due to the fact that most of them are on two networks. As stated earlier (Paul. John, 2009) in this study some consumers are influenced to purchase multiple sim phones because of the number of networks they use. This literature review validates the findings. Notwithstanding the above, some consumers also do so in other to dodge network problems and also have contacts on different networks.

In addition, the research indicated that more consumers in the population of interest prefer using Samsung branded multiple sim phones. Other consumers also prefer brands such as Nokia, Techno, RLG, G-TIDE, DORRADO, LG, and Sony Ericcson.

Furthermore, multiple sim phone users enjoy copious benefits. Most respondents alluded that they are able to benefit from enjoying services offered by two more telecommunication companies, for instance sale promotion. Others also benefit carrying one phone instead of carrying two or more phones and are able to dodge network problems. Some also tend to have two or more numbers for business, private and other reasons. (Sagan. S, 2010)

Besides, most of the respondents stated that the major problems they encounter in using multi sim phones is most of the multiple sim phone brands are complex to use. As stated earlier in this study some multiple sim phones are complex and not user friendly. Others stated that there exist fake or inferior multiple sim phones in the market as a result consumers sometimes purchase the fake ones. (Paul. John, 2009) stated some multiple sim phones are expensive as a result consumers with low

49

purchasing power cannot afford it. A minute number comparably also stated that multiple sim phones are harmful to human health due to the radiations.

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CHAPTER FIVE

SUMMARY, RECOMMENDATION AND CONCLUSION

5.1 SUMMARY The study considers the influencing factors on consumer choice of multiple sim phones. Consumers in the mobile phone market nowadays consider several factors in purchasing mobile phones. The introduction of multiple sim phones has affected the decisions of most consumers as they develop positive attitude towards multiple sim phones. As result the core aim of this study is to assess the influencing factors on consumer choice of multiple sim phones, and other objectives as stated below. To identify the factors that influence consumer to purchase multi-sim phones. To identify the most used multi-sim phone brands To establish the benefits of using multi-sim phones. To establish the drawbacks in using multi-sim phones

5.2 FINDINGS From the research conducted, it was identified clearly more consumers in the mobile phone market are increasingly developing taste for multiple sim phones, consequently they are purchasing them.

In addition, the study also identified or discovered that most consumers purchase multiple sim phones because they are on two or more networks. This is positive because with the growing

51

interest in contacts many people are influenced to use two or more networks. Besides some users also do so in order to avoid network problems. Also, the research revealed that the most used multiple sim phone in Cape Coast Polytechnic is Samsung. This is empirical because Samsung Company has produced more phones into the mobile phone market lately and most of them are multiple sim phones. Other significant fractions of consumers also use Nokia, Techno, and others. (Editorialita, 2011)

Besides, the research also revealed, most multiple sim phone users benefit from enjoying services from two or more telecommunication companies. A small fraction comparably also benefit from carrying one phone whiles using two or more networks instead of a traditional process of carrying two or more phones.

Furthermore, the study also uncovered the main problem faced by multiple sim phone users is that most multiple phones are complex and complicated as a result average users find it difficult to use the phones. Other significant problems faced include the existence of fake or inferior multiple sim phones in the market and the expensive nature of multiple sim phones.

Moreover, the research also stated that most consumers in the mobile phone market using single sim phones wish to switch to multiple sim phones. This is because they wish to be on two or more telecommunication networks. A smaller fraction also stated that they wish to avoid network problems.

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Finally, the study also indicated that the main reason why most consumers will prefer not to use multiple sim phones is because they are difficult to use and operate. Some smaller fraction also stated that multiple sim phones are expensive and some of them are inferior and fake.

5.3 RECOMMENDATIONS The following are our recommendations in relation to the research, Multiple sim phones are good and we encourage consumers in the mobile phone market to purchase them. Phone manufactures should make multiple sim phones less complex and less complicated or user friendly so that the average consumer will be to use it effectively. Consumers should note the correct features of multiple sim phones to prevent them from purchasing the inferior ones in the market. Mobile phone manufacturers, wholesalers and retailers should run more adverts or engage in more promotional activities to promote multiple sim phones.

Due to the radiations produced by multiple sim phones, consumers should be vigilant in using them. They must avoid placing them in breast pockets and deep side pockets, but should place them in cases and fix them on the waist alongside belts. (R. Persson, 2011) Mobile phone manufactures must deploy pragmatic strategies in other to reduce the price of multiple sim phones in the market.

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5.4 CONCLUSION The introduction of multiple sim phones in the market has changed many things in the mobile phone market. Many consumers are practically developing good attitude towards multiple sim phones and are purchasing them. Consumers are not just developing the positive attitude but do so as a result of certain influencers. A significant of such influencers is the desire to be on two or more networks. Multiple phone users benefit from enjoying services from two or more networks. Also, Samsung multiple sim phones are the ones mostly bought by consumers from the mobile phone market. Multiple sim phone users face many problems but the most significant of all is the complex and complicated nature of the phones which makes them less user friendly. Many consumers will prefer to use multiple sim phones because of the desire to use more than one network. On the other hand some consumers will not favor multiple sim phones because of the complications and complexity in using it. It is evidently clear that multiple sim phones are good and encourage consumers to purchase them.

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REFERENCE

Bob Gates, (2005) The Domestication of the Mobile Phone: Oral Society and New ICT in Burkina Faso. Bass F.M (1999). Consumer Diffusion Process, Printice Hall Inc. Carl McDaniel, jnr. and Roger Gates (2005). Marketing Research, 6th edition, Inc, U.S.A. Cape Coast Polytechnic, (2012) Planning and Control Statistics. Cape Coast Christopher P, (1995) Testing Consumer Attitude, Mc Graw Hill Press Int. Cochran, William G. (1997). Sampling Techniques (Third ed.). Wiley. Cecilia Kang (March 3, 2011). China plans to track cell phone users, The Washington Post. Cross, Robert G. (1997) Cell Phones Approach Total Penetration Globally, McGraw Hill. David, Sampson. (2005) Highlights Key Predictions for IT Organizations and Users in 2010 and Sampling Methods. Homewood Bosson Dillion et al, (1993) Roadmap and Emerging Communication Technologies. Artech House. pp. 12 13. Edwards, Wids. (1996) A Global History of the Mobile Phone, Prentice Hall Inc. Farese et el, 1997 Mobile phone use while cycling: Incidence and effects on behaviour and safety, Ergonomics, Vol. 53, Thomson learning Inc. pp 3042. Ghana Electronic Devices Magazine (2012) Ghana Mobile Phone Prices Update, Silicon Publications Accra Ghana. Hartl D.L. (2007). Population Analysis Proc. Natl. Acad. Sci. U.S.A. Heeks, Richard (2008). Meet Marty Cooper the inventor of the mobile phone. Prentice-Hall Inc. J. Scott Armstrong (1991), Prediction of Consumer Behaviour. The Washington Post.

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Koen et al. (2001), Providing clarity and a common research Technology Management, VDM Verlag pp.47-51 Nigeria Telecommunication Update (2012), Enugu State Publications Nokia Corporation. (2012). Annual Results 2011" (PDF). Retrieved 2 March 2012. Powell Jake, (2001) The Cell Phone Reader and Consumer attitude in Social Transformation. Von Hoffman Press. Paull, John, 2009, The Value of Eco-Labelling, VDM Verlag Philip Kotler (2003). Marketing Management, 11th edition, Prentice-Hall Inc. Ronald Persson (June 2011). Nerve Cell Damage in Mammalian Brain after Exposure to Microwaves from GSM Mobile Phones. United States: National Institute of Environmental Health Sciences Sagan S, (2010) Mobile phones in the 21st century. Australia Institute. Staudt and Taylor, (1995) Morden Consumers. Oxford University Press. Stephen Few (2007) Statistical Data Analysis. BPP Publishing Limited Tania Branigan (2010). State owned China Mobile is world's biggest mobile phone operator". Guardian News and Media Limited. Tan, Donald (2010). Success Factors In Establishing Your Brand. Franchising and Licensing Association. Warf, Frederick P. Stutz, Barney (2009). The world economy: resources, location, trade and development (5th ed.) Upper Saddle River Pearson.

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APPENDIX

SAMPLE OF QUESTIONNAIRE TO THE GENERAL PUBLIC ON INFLUENCING FACTORS OF CONSUMER CHOICE OF MULTIPLE SIM PHONES.

This questionnaire forms part of a research into the above topic, therefore, it is purely an academic exercise, and all information given will be treated with confidentiality it deserves. Kindly provide answers to each of the following questions by ticking the appropriate box ( ) and filling the blanks spaces. 1. Age a. Below 15 yrs { } b. 16 25 yrs { } c. 26 35 yrs { } d. 36 45yrs { } e. Over 45yrs { } 2. Gender Male { } Female { }

3. Marital status Single { } Married { } Divorced { }

4. Are you (a) Employed { } Unemployed { } Student { }

5. Do you have a mobile phone? YES { } NO { }

6. What type phone do you use? a. Multiple sim phone { } b. Single sim phone { } c. Both { }

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NB. If you answered { a } or { c } continue, but if you answered but if you answered { b } skip to question 10. 7. Why do you use multiple sim phone? a. I am on two or more networks b. Dodge network problems c. I like it d. To have a business, work and private contact on different networks { { { } } { } }

c. Other (specify).............................................................................................................................

8. Which brand of multiple sim phone do you use? a. Techno { } b. Nokia { } c. Samsung { } d. R.L.G { }

Others...........................................................

NB. Selection of more than one answer is allowed..... 9. What benefits do you get from using multiple sim phones? a. Carry one phone instead of two or more. { } } { { } }

b. Enjoy services from two or more telecommunication network (e.g. Sales promotion) { c. Dodge network problems. d. Have two or more numbers for private, business and other reasons.

e. Other (specify).............................................................................................................................. 10. What problems do you face in using multiple sim phones? a. Multiple sim phones are difficult to use b. The existence of fake multiple sim phones in the market. { { } }

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c. Multiple phones are expensive. d. Multiple phones are harmful to the human body.

{ {

} }

Others................................................................................................................................................ NB. To be answered by respondents using single sim phones. 11. Do you wish to use a multiple sim phone? a. Yes { } b. No { }

12. If yes, why do you want to use a multiple sim phone? a. Use two or more numbers b. Dodge network problems c. Just like multiple sim phones d. To have a business, work and private contacts on different networks { { { { } } } }

e. Others (specify).............................................................................................................................

13. If No, why dont you wish to use a multiple sim phone? a. Multiple sim phones are difficult to use { } } } }

b. The existence of fake multiple sim phones in the market. { c. Multiple phones are expensive. d. Multiple phones are harmful to the human body. { {

Others.........................................................................................................................................

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