Culture as a Catalyst Influencing Consumer Buying Behaviour of Mobile Phone in Koforidua

Abstract

This paper seeks to establish the relationship between mobile phones and culture in Koforidua. The Koforidua township is in the Eastern region of Ghana and the population is growing at a faster rate. Due to this the usage of mobile phones has also increased and as a result encouraging more people to enter into that business. Communication is very important in our lives and it is impossible for someone to stay a day without communicating with friends, relatives, subordinates, superiors and others. When communicating, some devices help us to rely and send our message successfully to the intended person (the recipient). The mobile phone is one of the devices used by people to transmit messages or information to the recipient. The mobile phone is making communication to be easy, cost-effective and stress free. The population used for the study was 375 and questionnaires were administered and collected within a week. The research covered both men and women in the township, the mixed method of research was used for the study.  During the discussion it came to light that gender has influence on the purchase of mobile phones and income can also influence the kind of mobile phone one will buy or use. As a result planners should not ignore these factors but segment the market, produce to suit the targeted customers and the firm will survive in the market.

Keywords: Age, Colour, Culture, Gender, Income, Koforidua