Study of the Effect of Brand Image on Consumer Purchase Decisions for Telecommunication Services in Enugu State

Brand image plays a pivotal role in consumer decision-making for telecommunications services, and examining this relationship in Enugu State, South East Nigeria, provides insights for brand strategy in a competitive market. This study examined the effect of brand image on purchase decisions for mobile telecommunications services among 300 consumers in Enugu metropolis. The study focused on MTN, Airtel, and Glo as the three dominant service providers. Brand image was assessed through perceived quality, brand familiarity, brand trust, and brand association dimensions. Purchase decision was measured by primary SIM card choice, data bundle purchase frequency, and willingness to switch providers. Multiple regression and discriminant analysis were employed. Results showed that brand trust was the strongest predictor of primary SIM card choice (beta = 0.53, p < 0.001). Perceived quality significantly predicted data bundle purchase frequency (beta = 0.45, p < 0.001). MTN had the highest brand trust scores across all three demographic groups analysed. Brand familiarity had a moderate but significant positive effect on purchase decisions (beta = 0.31, p < 0.05). Switching intention was highest among Glo users with poor network experience, moderated by perceived cost of switching. The study concludes that brand trust and perceived service quality are the primary brand image drivers of telecommunications purchase decisions in Enugu State and recommends consistent network quality investment as the most effective brand equity building strategy for telecommunications providers in the South East zone. Keywords: brand image, purchase decision, telecommunications, Enugu State, consumer behaviour