Brand Image and Consumer Decision Making in the Mobile Telecommunication Sector, Case Study of Tecno Mobile Ltd, Rwanda

A consumer's attitude towards a brand determines the behavior that the consumer will portray towards a particular brand and everything related to it. In the dynamic and fiercely competitive telecommunication industry, brand image plays a pivotal role in shaping consumer decision-making processes. This research explored the concept of brand image on consumer decision-making processes and specifically determined the effect of brand association, ascertained the effect of brand loyalty, established the effect of brand quality, and finally examined the effect of brand awareness on consumer decision-making at Tecno Mobile LTD, Rwanda in the context of the telecommunication industry. The study was anchored on various theories and models, such as the uncertainty reduction theory, brand equity model, and consumer decision-making model, which have been employed to understand the mechanisms through which brand image influences consumers' decision-making choices. The study adopted a descriptive research design and cross-section research design. The population of the study encompassed 88 respondents. Probability sampling techniques of simple random sampling and convenient sampling facilitated the census approach since the unit of observation is small. The data collected was analyzed employing both descriptive and inferential statistics. A significant and positive effect of brand association factors on consumer decision-making (β1=0.068, t=0.313; p>0.05) was observed. Correspondingly, brand loyalty factors depicted a significant and positive effect on consumer decision-making (β2=0.088, t=0.773; p>0.05). There was a positive and significant effect of brand quality factors on consumer decision-making (β3=0.730, t=.605; p<0.05). Brand awareness factors also portrayed a significant and positive effect on consumer decision-making (β4=-0.051, t=-0.046; p>0.05). The study found that all variables exhibited a significant and positive relationship with consumer decision-making. Every unit change in the beta values presented a unit change increase in consumer decision-making. This concluded that all the null hypotheses were rejected. Keywords: Brand Image, Consumer Decision Making, Mobile Telecommunication, Tecno Mobile Ltd, Rwanda