ABSTRACT
The main purpose of this research work is to investigate the factors
influencing consumer purchase behaviour in telecommunication
services provided by Mobitel Ltd operating in Nigeria. The research
design was sample survey. Primary data were collected through
administration of questionnaire and secondary data from review of
related literature. There are Eighty (80) respondents out of the One
Hundred (100) questionnaires distributed. A four point scale was used
to collect information from the respondent randomly. Simple
percentage, diagram and table were used in presenting and analyzing
the data collected.
Three (3) hypotheses were tested using chi-square
analysis. The findings with the hypothesis tested revealed that the
functionality of a telephone service has significant effect on consumer
purchase decision level. It was also discovered that an efficient
customer care service by providers has a significant effect on
consumer purchase decision. It was recommended that the quality of
service should also be improved upon for quicker connection
anywhere, anytime and any day. Also, the service providers should
reduce the post purchase complaint of customers through error
billings, drop calls, inability to correct and the need to reduce charges
by the services providers.
