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This study determined the awareness of the marketing strategies of the mobile telecommunication companies; customers' purchase decision of products and services provided by the mobile telecommunication companies, and finally the influence of customer awareness of marketing strategies on customer purchase decision. The study adopted a quantitative approach with 300 respondents. The study found that customers of the various mobile telecommunication companies had knowledge of the 7Ps marketing strategies of the mobile service providers. Furthermore, respondent's intentions to patronize the services of their mobile networks were about the same for all customers. The study also found that customer awareness of the pricing strategy (r=.146, p=.011), product/service strategy (r=.120, p=.038), process strategy (r=.153, p=.008), and promotional strategies (r=.129, p=.025) all have significant positive correlation on customer intention to patronize the services of the telecommunication companies. However, customer awareness of the marketing strategy (marketing mix) played no significant role in predicting the decision of the customer to patronize the services of their mobile telecommunication companies.
Keywords: marketing mix, consumer behaviour, customer purchasing decision, marketing strategies, mobile telecommunication
INTRODUCTION
Over the last two decades, there has been an increase in the intensity of competition in global markets. Consequently, organizations are prompted to ensure that they satisfy the needs and wants of their customers in a more efficient and effective manner than their competitors (Kotler, 2010). The trends in global competition have also affected the mobile telecommunication industry in many countries. The nature of competition in the mobile telecommunication industry has led to the development and use of various marketing strategies aimed at influencing consumer purchase decision (Schiffman & Kanuk, 2007). In Ghana for instance, the various network operators are competing for the limited number of mobile phone users. However, customers are usually selective in their choice of alternative expenditure. In view of that, mobile telecommunication companies are expected to have strategic marketing plans that can awaken and increase customer demand for the organization's products and services (Palmer, 2001).
According to Clancy and Kriegafsd (2000), in order for companies to develop a viable, cost-efficient strategy for marketing its products and services, it is essential that they have a comprehensive understanding of their own business and the markets. Generally, marketing strategy has to do with the adaption and interaction of...