The Influence Of CSR Awareness On Consumer Purchase Decision Of A Telecommunication Network In Ghana (A Case Of La Nkwantanag Madina Municipality)

INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 4, ISSUE 02, FEBRUARY 2015 ISSN 2277-8616
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The Influence Of CSR Awareness On Consumer
Purchase Decision Of A Telecommunication
Network In Ghana (A Case Of La Nkwantanag
Madina Municipality)
Patrick Amfo Anim, Agbemabiese George Cudjoe
Abstract: The purpose of this study was to empirically investigate the influence of CSR awareness on consumer purchase intention of a
telecommunication network in Ghana. A sample size of one hundred and fifty (150) network subscribers of MTN was selected for the study using the
purposive and convenience sampling method. The data obtained were analyzed using Statistical Package for Social Sciences (SPSS 20.0) software.
From the study, the researcher found out that, customers are aware of the fact that MTN currently embarks on CSR activity such as hepatitis B
Campaign project, annual blood donation projects, building of schools, provision of text books, school uniforms, development of ICT centers, MTN
Ghana foundation and Heroes of Change project. However, what remained unknown was whether it has an effect on customer purchasing decision of
their network or not. The study also revealed that, there were other factors that influenced consumer patronage of MTN services such as Brand name,
quality services, reference groups, promotions, bonuses and products offered by MTN and the country of origin. However CSR activities performed by
MTN were rated as a higher factor that influence consumers stay and repurchase of the network. Regulatory bodies should be firm in enforcing laws in
corporate organizations and CSR should be viewed as part of the code of ethics of any corporate organization also there should be a national policy
from government to set parameters for CSR in Ghana
Keyword: Consumer, CSR, Decision, La Nkwantanang Madina Municipality, MTN, Purchase, Telecommunication Networks,
————————————————————
1.0 Introduction
The telecommunication industry in Ghana has been rife with
intense competition for the past decade (2004-2014). This is
mainly due to the attractive nature of the industry which has
led to six main competitors into the industry namely, MTN,
Vodafone, Tigo, Airtel, Glo and Expresso. With companies
marketing strategies increasingly moving from transactional
toward a focus on building mutual relationship with customers
as well as building strong corporate image (Kotler 2000;
Gronroos and Ravald,1996) as well as the quest to achieve
competitive advantage, these six telecommunication networks
mentioned above have adopted a marketing tool known as
Corporate Social Responsibility (CSR). In the past, financial
performance was the major criterion to evaluate a firm's value.
Higher ranks were given to firms that provide greater margins
financially. Maximization of shareholders' wealth was, by far,
the focal point of profit-driven organizations. In this regard, the
emphasis on CSR in the past was not evident. In this decade,
however, the perception about CSR has changed significantly
(Aasad, 2010). Through CSR individualistic and unscrupulous
behavior in business can be prevented (Pakseresht, 2010).
The premise of the corporate social responsibility movement is
that ‗corporations, because they are the dominant institution of
the planet, must squarely face and address the social and
environmental problems that afflict humankind. However,
companies have a choice with regard to the causes they
support and how they convey this information. These choices
may, or may not, reflect a sincere interest in the cause (in
addition to image-promotional motives). Previous research
suggests that consumers assess sincerity in the context of
consumer–salesperson interaction (DeCarlo, 2005). Campbell
and Kirmani (2000) found that when ulterior motives were
accessible, consumers inferred an underlying persuasion
attempt and the target salesperson were perceived as less
sincere. As noted earlier, in the context of CSR, the type of
cause that the company supports may increase the salience of
firm-serving benefits (Forehand & Grier, 2003). Causes that
are related with the company‘s business should increase the
salience of firm-serving benefits. Today, corporations know
that CSR is inextricably linked to how customers make
purchase decision of the organizations products and service
(Ahearne, Bhattacharya and Gruen, 2010). In Ghana,
specifically with the telecommunication industry, the business
environment is typically competitive, characterized by a legal
environment aimed at ethical behaviors on the part of
businesses, and societal expectations that businesses should
be more ethical and socially responsible. Thus, in decision
making processes, companies try to avoid actions that may
breach any regulation or negatively impact their reputation in
order to avoid consumer dissatisfaction. In Ghana there is an
organization that monitors the activities of the
telecommunication companies in the country, which is the
National Communication Authority (NCA). The
telecommunication companies in Ghana are MTN Ghana, Tigo
Ghana, Airtel, GLO, Vodafone Ghana Ltd, Airport-Accra, and
Expresso Ghana. Previous studies on consumers‘ attitudes on
CSR and CSR‘s impact on consumer behavior and
consumption decisions are quite general (Becker-Olsen,
Cudmore & Hill, 2006; Öberseder, Schlegelmilch & Gruber,
______________________
 Patrick Amfo Anim currently has a Bachelors Degree
in Marketing from University of Professional Studies
Accra, Ghana, PH-+233245219671.
E-mail: patrick.anim01@gmail.com
 Agbemabiese George Cudjoe is currently pursuing
PhD in University of Ghana, Ghana,
PH-+233244865986.
E-mail: george.cudjoe@upsamail.edu.gh

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2011). No single study was made exclusively in the
telecommunication industry, and this makes it particularly
interesting and meaningful to investigate consumers‘
awareness of CSR and consumers‘ attitudes, purchasing and
consuming behavior toward CSR in the telecommunication
industry. It is in this respect that the researcher sought to
conduct this research to find out whether CSR initiatives
embarked by MTN has an effect on customer purchase
intention of the network using La Nkwantanang Madina
Municipality as a study area.
1.2 Statement of the problem
Companies have realized their obligations to the society in
terms of responsible business practices, and are trying to
become good corporate citizens by taking their economic,
ethical, and altruistic responsibilities (Louche, Idowu & Filho,
2010). However, study on what the public expect firms to do
on CSR, and how much firms are expected to do is still
limited. The business world still knows little about what to do
and how to practice CSR strategically. Managers are
confused about what CSR initiatives to choose and how
much to do with them (Mohr, Webb & Harris, 2001). Not only
managers, but also consumers are quite confused about
CSR and consumers‘ knowledge of different firms‘ CSR is
rather limited (Carrigan & Attalla, 2001). Studies on how
consumers view different CSR initiatives and how they react
to CSR initiatives addressed by firms are limited too (Sen &
Bhattacharya, 2001). Common responses to corporate
social responsibility such as charity donations and CSR
reports tell the public what good deeds have been done by a
company. This is more like ―CSR business‖ rather than
addressing CSR strategically and integrates CSR into a
company‘s overall strategy. A lot of published research
papers talk about CSR, but still there are few practical
guidelines to businesses on how to address CSR
innovatively. However, no single study has been done on
consumers‘ awareness of CSR, consumers‘ attitudes toward
CSR and the impact of CSR on consumer behavior in the
telecommunication industry. Therefore, the problem reflects
the critical importance to know what kind of CSR initiatives
are favored the most by consumers and how these CSR
initiatives affect consumer behavior. In order to address
CSR innovatively and strategically in the telecommunication
industry, it is necessary to know more about how well
consumers are aware of CSR in the telecommunication
industry and what their attitudes on CSR and tendency of
purchase behavior are.
1.3 Objectives of the Study
The main objective of this study is to ascertain whether CSR
efforts of MTN do have an effect on consumer purchase
intention of MTN.
Specifically, the researcher sought to;
1. Investigate the key CSR activities of MTN.
2. Consumer perceptions about CSR activities of MTN.
3. Investigate the extent to which CSR activities
influences purchasing behaviour of MTN customers.
1.4 Research Questions
In order to achieve the research objectives, this current study
seeks to find answers to the following questions;
1. What are the Key CSR activities of MTN?
2. What are the views or perceptions of consumers
about MTN‘s CSR activities?
3. How does the activities of MTN‘s CSR influence
purchasing behaviour of MTN customers and clients?
1.5 Significance of the Study
The study will contribute to building a body of knowledge in
literature for further research. Secondly, the outcome of the
research will also serve as a reference resource for other
researchers to investigate further into areas that this study will
not cover. It will also contribute slightly to the stakeholders
understanding of the effect of CSR on consumer purchasing
decision of telecommunication networks. It will also be used by
researchers and policy makers in the area of marketing of
telecommunication in Ghana.
LITERATURE REVIEW
This section is in two parts the theoretical literature review and
the empirical literature review. The theoretical review focuses
on theories that relate to the concept of CSR and public
relation, whilst the Empirical literature considers the area of
the research topic that have been practically observed and
validated objectively by other researchers.
2.1 Theoretical Literature Review
2.1.1 Corporate Social Responsibility
The concept of corporate social responsibility (CSR), calls for
a lengthy discussion due to its varied history. In the past, there
have been traces of evidence in the business community that
showed their concerns for society in general. Although there
are many definitions of CSR available, the researchers centre
attention on more recent concepts of CSR. According to
Richardson, Welker and Hutchinson (1999), CSR behaviors
can be defined as discretionary actions undertaken by
companies that are intended to advance their social issues.
Joyner, Payne & Raiborn (2002) noted that CSR are
categories of economic, legal, ethical and discretionary
activities of a business entity as adapted to the values and
expectations from society. They also added that, CSR are the
basic expectations of the company regarding initiatives that
take the form of protection to public health, public safety, and
the environment. In this concept, they explained that values
and ethics influence the extent of a corporation's perceived
social responsibility that is influenced by societal activities,
norms or standard. In today‘s world, CSR can be defined as
regards to all aspects of business behavior so that the impacts
of these activities are incorporated in every corporate agenda
(Orgrizek, 2001; Coldwell, 2001). So, with the literatures
definition of CSR, it can be concluded that CSR is the
continuing commitment taken by business organizations to
strengthen their ethical concepts and social involvement in
society, contribute to economic development, sponsor
charitable programs, and improve the quality of the workforce
and also the increment of services provided. However on the
other hand, Freeman & Liedtka (1991) argue that CSR can
promote incompetence by leading the managers to get
themselves involved in areas beyond their expertise, that is,
trying to repair society‘s ill. The concept of CSR started
becoming popular in the 1960s. This was as a result of the
increase in disposable income around that time. This made
people focus on other issues beyond earning a living thus
exposing the weaknesses of capitalism in taking care of

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corporate stakeholders (Asongu, 2007). Concerns about CSR
were raised due to the recognition that government had failed
to solve many societal problems (Asongu, 2007). The talks on
CSR have varied across historic periods up to contemporary
times. Traditional discussions on the issue of CSR have
centered on economic, legal and ethical obligations.
Contemporary discussions on CSR focus on the use of CSR
as a strategic tool. This is where CSR initiatives are in line with
business objectives in order to benefit not only the society but
the business as well (Lantos, 2001). In this regard, companies
would advertise their CSR activities to communicate corporate
image and build reputation, which benefits the company
financially. Lantos (2001) also adds that a company‘s CSR
activities designed to bring exposure for the company, improve
the company‘s reputation and brand image which reflects
positively on profits. Jones (1997) was of the view that,
commitment to social responsibility often demand short-term
sacrifices, however, it usually ultimately results in long-term
gain. Therefore, CSR should be viewed as an investment that
yields financial returns (McWilliams and Siegel, 2001).
2.1.2.2 Carroll’s four-part theory
Corporations need to address their social obligations more
consciously. It is important to understand what kinds of
responsibilities construct CSR before involving in any CSR
activities. One widely acknowledged theory of CSR‘s
components is Carroll‘s four-part theory. Carroll (1991)
developed his four-part theory of CSR, arguing that CSR is
constituted by four kinds of social responsibilities: economic,
legal, ethical, and philanthropic responsibilities. The economic
responsibilities are the primary part of the four responsibilities.
It is the fundamental layer of Carroll‘s CSR pyramid. All
corporations are responsible for providing goods and services
that are needed by the society. Consequently, profits from
selling goods and services go to shareholders and other
investors to keep a company survive and grow. Economic
responsibilities of a company are the base for providing legal,
ethical and philanthropic responsibilities. Legal responsibilities
are the second layer of the CSR pyramid and are coexisting
with economic responsibilities as fundamental precepts of the
free enterprise system. Firms are expected to operate under
the legal system and regulations while creating profits for
shareholders. Firms are fulfilling the "social contract" between
firms and the society by being legally responsible. Legally
responsible also reflects the "codified ethics" of business
operation, as well as the pursuit of economic responsibilities
set by lawmakers (Carroll, 1991). Ethical responsibilities
involve activities and practices that are expected by the
society and done by firms voluntarily regarding fair, justice and
the respect for or protection of stakeholders' moral rights.
Ethical responsibilities are voluntary choices of firms, since
they are not codified into any law or regulation. These
responsibilities reflect social norms, expectations and
concerns of consumers, employees, shareholders and the
community. Ethical responsibilities go further than legal
responsibilities because they involve newly emerging values
and norms that the public expects a firm to comply with and
are at a higher standard of business practices than that current
legal system required. However, ethical responsibilities are not
easy to deal with for firms because new expectations from the
public keep emerging and this makes the legitimacy of ethical
responsibilities continually under debate (Carroll, 1991).
Philanthropic responsibilities involve firms‘ activities that are
aiming to become good corporate citizens by performing
altruistic activities. Society and communities expect firms to
use their resources to promote social welfare. This includes
actively engaging in acts or programs to promote human
welfare and goodwill. Philanthropic responsibility distinguishes
itself from ethical responsibilities by sense of discretion. The
public will not regard firms that fail in fulfilling philanthropic
responsibilities as unethical because philanthropic is not in the
fields of ethics and morals (Carroll,1991).
Figure 2.1: The pyramid of Corporate social responsibility
Source: Carroll (1991, p. 42)
Carroll‘s (1991) four-part theory of CSR is popular both in
academia and the business world because of its pragmatic
nature. Companies can relate their CSR to these four
dimensions of responsibilities. Economic and legal
responsibilities are fundamental responsibilities of companies
to shareholders. Ethical and philanthropic responsibilities help
companies become outstanding and become good corporate
citizens by being responsible to other stakeholders besides
shareholders.
2.1.3 CSR and consumer buying behaviour
Consumers do care about firms‘ CSR but react toward firms‘
CSR differently through their purchasing behavior. Consumers‘
choices have implications for the whole society. Socially
responsible corporations are more attractive to consumers.
Consumers care about firms‘ CSR and firms‘ impact on
environment. They reward and punish firms accordingly by
choosing or exhibit aversion to firms‘ products (Mohr et al.,
2001). Carrigan and Attalla (2001) used focus group interviews
when studying whether consumers care about a firm‘s ethical
behavior. They found that firms‘ poor ethical practices do not
necessarily have negative impact on consumer choice.
Consumers usually have some knowledge about different
firms‘ CSR, but quite limited. A main reason for consumer
choice is whether they favor the product rather than the
producer‘s CSR. Consumers believe that firms in different
industries have to focus on different CSR subareas regarding
firms‘ expertise. Consumers are not active information seekers
of a firm‘s CSR. According to Carrigan and Attalla (2001),
consumers are waiting to be informed about firms‘ CSR. Price,
value, brand image and trend are the most important factors
that influence consumers‘ choice. However, consumers do
state that a firm‘s CSR has an impact on their choices.

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Consumers are willing to pay a premium for products made in
socially and environmentally responsible ways. Consumers
claim that they are willing to pay a higher price for products of
socially responsible firms, but are not willing to spend time on
figuring out which firm is socially responsible. At the same
time, a segment of consumers continue to buy products from
firms with well acknowledged bad ethical conducts.
Consumers do not act as what they claim. A small number of
highly ethical consumers do exist. They care much about
producers‘ CSR in their buying and consumption choices
(Carrigan & Attalla, 2001). Carrigan and Attalla (2001)
categorized consumers into four types based on their ethical
awareness and ethical purchase intention. Consumers with
low ethical awareness and low ethical purchase intention are
called oblivious consumers. Confused and uncertain
consumers are those with low ethical awareness but show
high ethical purchase intention. Consumers with high ethical
awareness who do not make purchase intention accordingly
are cynical and disinterested consumers. The last type is
caring and ethical consumers who obtain sufficient CSR
information and are highly ethical in their purchase activities.
Carrigan and Attalla (2001) also pointed out that consumers
are not the only stakeholders of a business. Other
stakeholders such as employees, environmental organizations
may care much about a firm‘s CSR. Each stakeholder group
has a focus on firms‘ CSR. The focus is usually what
influences their interest most. When addressing CSR, firms
need always engage the target stakeholders and their focus of
concerns. Philanthropy seen everywhere without any
consumer engagement has little contribution to consumer
choice. Consumers‘ awareness of firms‘ CSR is limited in
general, so opportunities exist in the communication of
corporate social performance and social responsibility
initiatives with consumers. Even though consumers‘ choices
are not significantly influenced by a firm‘s CSR, it is still
important to be socially responsible in business operations.
Consumers may have more CSR information and become
more ethical in their purchasing behavior in the future. In
addition, the new generation may behave differently to socially
responsible companies‘ products.
2.2 Empirical Literature
Gupta (2002), with his research results, has provided evidence
to support the popular view that when there is parity in price
and quality, consumers would prefer the company actively
engaging in CSR initiatives and their consumption related
decisions are affected by this factor. As a result, he strongly
supports corporate investments in CSR activities due to its
convincing benefits to the business. Maignan and Ferrell
(2004) have concluded a direct positive relationship between
CSR and customer loyalty in a managerial survey. From the
retail perspective, CSR activities, for instance support for a
non-profit cause or positive ethical practices, lead to ―store
loyalty, emotional attachment to the store and store interest‖.
Consequently, they result in a positive increase in the
percentage of shopping done at the store and the amount of
purchases (Lichtenstein et al., 2004.). Other studies have
attested the collective impact of multiple CSR strategies on
consumer attitudes. For example, Brown and Dacin (1997)
have examined the combined influence of various CSR
actions, which are support for causes, contributions to the
community, and environmental concern, finding that ―CSR
associations influence product attitudes through their influence
on overall company evaluations‖. Murray and Vogel (1997)
have investigated the effect of associated CSR practices on
consumers and presented similar findings. The CSR activities
mentioned in the research are, for instance, environmental
protection practices (energy conservation), engagement in
acts to promote human welfare, corporate social marketing
(electric safety education for schoolchildren), contribution to
the economic development of the region, and consumer
protection program. Their research found that CSR programs
lead to improved customer attitudes towards the firm, including
beliefs about the company‘s honesty, consumer responses,
and increased support for the firm in labor or government
disputes. Mohr et al. (2001) conducted a consumer interview
project for investigating the impact of firms‘ CSR on consumer
behavior. How well are consumers aware of the CSR level of
individual firms? Are the purchase decisions of consumers
affected by a firm‘s CSR, and how much? How do consumers
think about firms‘ motivation for being socially responsible?
Mohr et al. (2001) found that consumers are positive to
business in general. It is not wrong to pursue economic
interests. Consumers expect firms to be socially responsible.
The attitudes of consumers toward socially responsible firms
are more positive than toward irresponsible firms. Consumers
are aware that socially responsible firms are helping
themselves by practicing CSR. But this perception of
consumers does not harm the positive consumer evaluations
toward socially responsible firms. The study of Mohr et al.
(2001) is enlightening for researchers, managers and policy
makers. For managers specifically, it is clear that consumers
do care about a firm‘s CSR and act accordingly. Some
consumers are highly ethical in their purchasing behavior. The
work on CSR and consumer choice could be a new growth
opportunity for marketing. CSR initiatives with well-designed
targets and high consumer awareness through communication
could play an important role in successful marketing. Becker-
Olsen et al. (2006) suspected the assumption that consumers
will always reward firms for their socially responsible initiatives
unselectively. They designed two studies to explore how
consumers react to different CSR activities. In addition, they
investigated the impact of the motivations and time choice of
CSR initiatives. CSR activities that do not fit with a firm‘s
expertise have negative impact on consumers‘ attitudes
toward a firm and the firm‘s credibility. Firms can be perceived
as ―doing good‖ only by addressing selected CSR initiatives.
CSR activities with low fitness with a firm are perceived as
―doing CSR business‖ by consumers, and lead to non-positive
consumer evaluations. Perceived motivations of consumers
have effect on consumers‘ evaluation of a firm and a firm‘s
CSR initiatives. If consumers believe CSR initiatives are profit-
driven rather than social-driven, then they will assess a firm
and its credibility negatively. This leads to a low likelihood of
consumers‘ purchase intention. The time of practicing CSR
activities matters to consumers‘ assessments. Proactive CSR
activities help firms get positive evaluations from consumers.
In contrast, consumers regard reactive CSR activities as doing
―CSR business‖. Reactive CSR has non-positive contribution
to a firm‘s image (Becker-Olsen et al., 2006).
METHODOLOGY
This section covers the methodology chosen by the
researcher, to assess the effect of CSR on consumer
purchasing decision of MTN customers using La Nkwantanag
Madina Municipality, Accra as a study area. It entails the

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research design, the population of the study, sample size and
sampling techniques employed in the study. It also involves
the study instruments that were used as well as the source of
the data for the study and how its data was analyzed.
3.1 Research Design
This study made use of cross-sectional survey and was
quantitative in nature. The study was quantitative in nature
because it was based assessing numerical data which was
quantifiable. Face-to-face interview techniques were employed
and the survey was conducted using a structured
questionnaire. This is due to the fact that, questionnaire has
been identified as the best way to collect data in a short period
of time, and gives the researcher the opportunity to introduce
the research issues and motivate the respondents to offer
frank answers (Sekaran, 2003).
3.2 Population and Sampling
3.2.1 Target Population
The target population of interest for the study was customers
of MTN in Accra Metropolis.
3.2.2 Sample frame/Size
The sample size for the study consisted of one hundred and
fifty (150) customers of MTN within the La Nkwantanag
Madina Municipality. Respondents were selected based on the
condition that they have been using MTN network for at least 1
year. The researcher believed that, this people could provide
valuable information in assessing how CSR impacts on
customer purchase decision of MTN.
3.2.3 Sampling Technique
This study made used of the purposive and convenience
sampling technique which helped the researchers to identify
exact customers of MTN who were willing to provide valuable
information for the successful conduct of the study.
3.4 Research Instrument
In this study, the preliminary data collection instrument
providing empirical analysis was the use of Questionnaires.
Self- administered questionnaires were used to collect data.
The nature of the study was explained to respondents, and
respondents‘ confidentiality of any information provided was
also assured. Respondents were also provided with detailed
instructions as to how the questionnaires would be completed
and returned. The rationale behind providing clear instructions
and assuring confidentiality of information is based on the fact
that this significantly reduces the likelihood of obtaining biased
responses (Sekaran, 2003). The questionnaires was designed
to include both open- and closed- ended questions.
3.5 Reliability and Validity
To ensure the validity and reliability of the questionnaire used
for the collection of primary data, prior to the real
administration of the questionnaire, a pre-testing of the
questionnaire using 20 subjects from the population was
undertaken within the study area and among colleagues on
campus to find out whether the instrument would meet the
needed responses to ascertain it reliability.
3.6 Data Analysis
The completed questionnaires were coded with the aid of
Statistical Package for Social Sciences (SPSS 20.0) software.
Other statistics software like Microsoft Excel was used for the
analysis. The work employed frequencies, descriptive
statistics, cross -tabulation and summary statistics.
RESULTS AND DISCUSSION
4.0 Introduction
The previous section provided details of the research
methodology adopted for this study. This session reports on
the empirical evidence from the field study using statistical
analysis and interpretation of the data collected by the
researchers.
4.1 Description of the Results
The researchers distributed one hundred and fifty (150)
questionnaires to MTN customers within La Nkwantanag
Madina Municipality to evaluate the effect of Corporate Social
Responsibility (CSR) on consumer buying decision. All the
questionnaires were retrieved for analysis. The questionnaire
was sectionalized into three sections. The first section (section
A) assessed the general demographic profile of the
respondents. This section provided the results on the profiles
of the customers who participated in the survey. The following
tables illustrated the results obtained from the questionnaires
filled by the respondents.
4.1.1 Gender and Age of Respondents
Table 4.1: Gender * Age of Respondents Cross tabulation
Gender
Age of Respondents
18 - 30
Yrs.
31 - 40
Yrs.
41 - 50
Yrs.
51 - 60
Yrs.
Male 53 20 16 1
Female 42 10 8 0
Total 95 30 24 1
Source: Field Survey, 2014
From the study, as many as 95 out of the 150 sampled MTN
customers in La Nkwantanag Madina Municipality were
between the ages of 18 and 30 years. 30 of the subjects were
between the ages of 31 and 40, whiles 24 were between 41
and 50 years. Only 1 of the respondents was between 51 and
60 years. Thus, the majority of the respondents used in the
analysis were between the ages of 18 and 40. This suggests
almost a youthful sample.

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4.1.3 Educational Qualification of Respondents
Table 4.2: Gender * Highest Educational Qualification of
Respondents Cross tabulation
Gender
Educational Qualification Total
WASSCE
/
SSCE
HND BACHELOR
Male 46 40 4 90
Femal
e
42 12 6 60
Total 88 52 10 150
The researcher further investigated into the highest
educational qualification of the sampled 150 MTN customers
within La Nkwantanag Madina Municipality. The results
unveiled that, majority (88) of the respondents were
WASSCE/SSCE holders, this was followed by 52 of the
respondents indicating HND as their highest educational
qualification.10 of the respondents claimed that, their highest
level of education was a Bachelors degree. Implied, the
respondents were educated enough to be able to respond to
the issues.
Fig. 4.2: Customers Awareness of MTN CSR activities
The researcher wanted to find out the awareness level of
respondents to MTN CSR activities. From the analysis, the
researcher found out that, majority of the respondents, thus
73% were aware of MTN CSR activities; this was followed by
20% of the respondents who indicated that, they were not
aware MTN embark on CSR activities. Surprisingly, 7% of the
respondents were indecisive and could not take a stand as to
whether MTN embark of socially responsible activities as far
as they are concerned.
Table 4.6: MTN CSR activities* Respondents Duration of
knowledge Cross tabulation
Again, the questionnaire asked the respondents who claimed
to be aware of MTN‘s performance of socially responsible
activities to actually indicate their duration of knowledge about
those CSR activities. Results indicated that, with regards to
Health activities performed by MTN as a socially responsible
organization as many as 35 of the respondents were aware of
this for a period of less than 1year to 2 year. This was followed
by 11 of the respondents indicating 3years to 4 years as their
duration of knowledge. Another set of respondents, thus 28,
indicating the majority were aware of MTN educational
activities for a period of 3 years while 8 of the respondents
indicated less than 1 year to the same issue on board. Three
(3) respondents each, indicated 2 years and 4 years
respectively as their knowledge duration of MTNs educational
activities. Interestingly, 19 of the respondents had known of
economic empowerment activities of MTN for less than 1 year.
Lastly, 2 and 1 of another set of respondents indicated 2 years
and 3 years respectively as their duration of knowledge of
MTN to be embarking on economic empowerment activities.
4.1.9 CSR activities and its influence on Respondents
purchase decision of MTN
Table 4.7: MTN CSR activities* Influence purchase
decision of MTN Cross tabulation
MTN CSR Activities
Duration of Knowledge
Total< 1
Yr.
2Yrs
.
3Yrs.
> 4
Yrs.
Health
Activities
Gender
Male 9 13 2 2 26
Female 3 10 4 3 20
Total 12 23 6 5 46
Education
Activities
Gender
Male 6 2 16 1 25
Female 2 1 12 2 17
Total 8 3 28 3 42
Economic
Empower
ment
Gender
Male 13 1 0 0 14
Female 6 1 1 0 8
Total 19 2 1 0 22
MTN CSR Activities
influence on Purchase of
MTN
TotalVery
Influe
ntial
Influe
ntial
Neutr
al
Not at all
Influential
Health Activities
Male 8 23 1 1 33
Female 2 10 1 0 13
Total 10 33 2 1 46
Education
Activities
Male 4 20 1 1 26
Female 4 9 1 2 16
Total 8 29 2 3 42
Economic
Empowerment
Male 7 6 0 0 13
Female 5 3 1 0 9
Total 12 9 1 0 22

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Critical analysis of the responses elicited from the respondents
with regards to whether CSR activities performed by MTN had
an influence on their purchase decision of the network
revealed that, out of the 46 respondents who were aware of
the health activities performed by MTN, as many as 43
indicated that, activities such as Hepatitis B campaign and
annual blood donation campaign had a higher influence on
their purchase of MTN. Again, 37 respondents out of the 42
who were aware of MTNs educational activities such as
building of schools, provision of text books and building of ICT
centers for deprived communities indicated that, these
activities were very influential to their purchase decision of
MTN network. In finding out whether economic empowerment
activities performed by MTN to society had an influence on
respondents purchase decision of the network, 21 out of the
22 respondents strongly testified to the fact that, economic
empowerment activities of MTN would influence their stay and
repurchase of MTN. The researcher concluded from the
results that, if MTN continues to pay critical attention and
widen their social and environmental responsibilities,
customers would be influenced to stay and repurchase more
of MTN services.
4.1.10 Reasons for respondents choice of MTN
Table 4.8: Gender* Respondents Reason for choosing MTN Cross tabulation
Overall, the researcher critically examined the reason behind
respondents‘ choice of MTN network. From the data gathered
from the respondents included in the study, majority, thus fifty
five (55) of the respondents indicated CSR activities of MTN
as their reason for their choice of MTN. This was followed by
30 of the respondents indicating reference group as the
reason behind their choice of MTN network. The promotions,
bonuses and products offered by MTN influenced as many as
28 of the respondents to use MTN network. The brand name
of MTN also influenced 18 of the respondents to choose MTN
network. The quality of the service as well as country of origin
of MTN influenced 15 and 4 respondents respectively to
choose MTN network. It was obvious from the results obtained
from the respondents that, CSR activities performed by MTN
had a positive impact on consumer purchase of the network.
SUMMARY, CONCLUSIONS AND
RECOMMENDATIONS
This section presents the summary of the findings and
conclusions from the study and also makes relevant
recommendations based on the results. This chapter is divided
into four sections; Summary and Discussion of findings,
Conclusions, Recommendations and Areas for further study.
5.1 Summary of the study
The main objective of this study was to examine the effect of
CSR activities on consumer purchasing decision of MTN using
La Nkwantanag Madina Municipality as a study area. From the
study, the researcher found out that, customers are aware of
the fact that MTN currently embarks on CSR activity such as
hepatitis B Campaign project, annual blood donation projects,
building of schools, provision of text books, school uniforms,
development of ICT centers, MTN Ghana foundation and
Heroes of Change project. However, what remained unknown
was whether it has an effect on customer purchasing decision
of their network or not. The study also revealed that, there
were other factors that influenced consumer patronage of MTN
services such as Brand name, quality services, reference
groups, promotions, bonuses and products offered by MTN
and the country of origin. However CSR activities performed
by MTN were rated as a higher factor that influence
consumers stay and repurchase of the network. Data was
collected from the questionnaire which was analyzed,
summarized, and interpreted accordingly with the aid of
descriptive statistical techniques. Quantitative methods were
used in the analysis of the primary data collected. The data
was analyzed using Statistical Package for Social Scientists
(SPSS) and Microsoft Excel.
5.2 Conclusion
The discussion of the findings is in relation with the objectives
of the study. It has found that the Views from respondents
indicated that, CSR activities performed by MTN were health
related activities, economic empowerment activities and
educational related activities and theses are very significant
CSR activities that are helping attract marketing value for
MTN. The study also identified some other factors that
influence customer purchase decision of MTN apart from
Corporate Social Responsibility. CSR activities embarked on
by MTN according to customers have a strong influence on
their purchase decision of the services of MTN.
Reasons For Choosing MTN
Gender
Male
Female
Total
Brand
Name
Quality Of
Service
Reference
Group
Product
Offers
CSR
Activities
Country
Of Origin
Total
14 9 10 16 38 3 90
4 6 20 12 17 1 60
18 15 30 28 55 4 150

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5.3 Recommendations
Regulatory bodies should be firm in enforcing laws in
corporate organizations and CSR should be viewed as part of
the code of ethics of any corporate organization also there
should be a national policy from government to set parameters
for CSR in Ghana. Again the researcher recommends that
MTN should deepen the performance of its CSR activities to
cover more of environmental protection activities, performing
in line with the legal requirements, meeting economic
objectives and be ethical in their operations. Additionally, the
quality of service provided by MTN must also be critically paid
attention to as they are paying critical attention to their CSR
activities as well. It would be better to work all things in the
right direction. This will make people see MTN as the best not
only in the field of CSR performances but also the provision of
better service. At the long run the profitability of the
organization would double if they pay critical attention to these
factors.
5.4 Limitations of the Study
This research is limited in scope; the sample was restricted to
MTN customers of La Nkwantanag Madina Municipality, Accra
which could have some impact on the results. The findings
would be more generalized if all customers of MTN in Ghana
would be included in the sample.
5.5 Further Studies
Future studies should include several manufacturing and
service provision companies into the study context. Future
researchers should examine the effect of CSR activities and its
impact on various sexes (male and female) purchasing
decision. This study examined the effect of CSR on customer
purchase intention of MTN within the Ghanaian context.
Therefore future research could extend this study to cover
other African countries in order to explore the extent to which
socially responsible organization impact on customer
purchasing decision due to differences in macro-environmental
factors and consumer behaviour.
ACKNOWLEDGEMENT
The authors wish to thank Dr. Fiona Gibson, Dr. Godwin
Ansah, and Ms. Ernestina Boakye. This work was supported in
part by a grant from Ms. Ernestina Boakye and Co.
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