Analytical Hierarchy Process for Estimating Subscribers’ Perception of Brand Equity Dimensions on Purchase Decision of Nigerian Mobile Telecommunication Services

Emmanuel Olateju Oyatoye, Sulaimon Olanrewaju Adebiyi, Bilqis Bolanle Amole

Every firm that wants to compete in providing similar services, like those provided by the Nigerian mobile telecommunication firms must take brand equity seriously. By focusing on major telecom service providers in Nigeria, this study estimates subscribers perception of brand equity. To do this, a three-stage Analytical Hierarchical Process goal, criteria and sub-criteria were developed in order to weigh both the criteria and sub-criteria. In gathering data, a cross-sectional survey design was used. The primary data were collected from subscribers of Global System of Mobile Communication in Lagos state. The collection of data was enhanced by a well-structured Analytical Hierarchy Process questionnaire. In the same vein, a pairwise comparison of subscribers judgment, as it relates to how brand equity in influences their decisions was done. This, as shown from the analyzed data, allowed customers to prioritize criteria and sub-criteria, in favour of their purchasing choice and satisfaction. Analyses of data were done. The values of the data were obtained for the consistency index and ratio, local rating and global ranks for each criteria and sub-criteria. What results, as this study demonstrates, is that the data have practical implications on marketing and organizational strategies of the mobile telecommunication industries. Important as well, the study finds that the data will positively strengthen the industry's general sustainable business performance.