Impact of Corporate Social Responsibility on Buyer Behavior within the Mobile Telecommunication Sector: A Case of MTN and Vodafone Ghana Limited

Abstract

The purpose of the study was basically to examine the impact of Corporate Social Responsibility on buyer behavior within the mobile telecommunication sector with MTN & Vodafone Ghana limited as the case.  The objectives of the study were to ascertain the motivation for undertaken CSR activities, to examine the impact of CSR activities so patronage of telecom products and to ascertain challenges in the adoption-implementation of CSR by the telecom firms. The research adopted a descriptive survey approach for which data was collected form one hundred customer and five staff members of the selected telecommunication firms. It was revealed that the motives to retain employees and to ensure superior performance, also the need to maximize profit are reasons why these firms undertake CSR.  In addition it was noted that CSR initiative were done to promote company brand; help company develop relationship with customers and attract patronage.