Does the Brand Name Matter to Purchase Decision? The Case of Mobile Phone

Abstract

The study aims at determining the influence of brand name on consumer buying decision. Data collected from 160 mobile phone users at Dodoma municipal by using questionnaires and interview.  The findings show that consumers’ are not loyal in single brand name and their judgment in a purchase decision on the mobile phone is influenced by three factors; the need, country of origin, and the durability. 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 if it can stays for a reasonable time. It is recommended that the manufacturers of mobile phones to accentuate on the needs of the market (marketing orientation), durability, and country of origin products (intra- trade) in order to enhance marketing competitiveness.

Keywords: Brand Name, Purchase Decision, Mobile Phone