A Study Into Mobile Phone Consumption Behavior In Ghana: The Case Of Marketing Students In Sunyani Polytechnic, Ghana, West Africa

Abstract

The aim of the paper is to contribute to the body of knowledge in the area of sustainable development by examining respondent's mobile phone consumption behaviour to determine reasons behind phone replacement. The research design is quantitative descriptive cross sectional survey of a sample of 182 students of Sunyani Polytechnic selected through convenience sample method. Primary data was collected using self-designed questionnaire, administered during lecture hours. SPSS version 16.0 was used to analyse data to determine frequencies, percentages and analysis of variances and presented in Tables. Respondents form emotional attachment with their phones which makes them feel reluctant to discard their phone. New technology, damaged mobile phones are the most important motives for mobile phone replacement. Future study should examine the strategies appropriate for the production of sustainable phones from the perspective of consumers. Manufacturers of mobile phones should incorporate the findings into their production strategies.