Factor Analysis Of Customer Preference For Mobile Phone Network (a Case Study Of Cape Coast Polytechnic)

ABSTRACT This research tries to determine the “hidden” factors which ultimately influence the choice of mobile phone network in Cape Coast Polytechnic (study area). Principal Component method of Factor analysis is used to achieve the set objectives. There are six mobile phone network providers (MTN, Vodafone, Tigo, Airtel, Globacom and Expresso) in Ghana. All these operators try to improve their marketing strategies in order to attract more customers or subscribers to increase their market share. A total of 500 respondents were drawn from students, teaching staff and administrative staff in C…