Influence of Price, Product Quality, Brand Image and Promotion Activities on Choice of Mobile Phone Network: a Case of Embu Town, Kenya

Abstract

The purpose of this study was to assess the factors influencing the choice of mobile phone network in Kenya. A descriptive survey method was used in this study. A sample size of 120 was obtained using a random sampling which represented 10% of the population. Data was collected through administering of questionnaire and data analysis was done using Statistical package for social scientist software. The research found out that product quality and availability, product promotions, brand image and also price are key factors that influence choice of mobile phone network. This study is expected to be of great importance to the residents and the network providers by improving the factors that influence the choice of mobile phone network for healthy market competition.

Key Words: Price; Product Quality; Brand Image; Promotion Activities; Mobile Phone Network