Includes CD

Includes references(85-99 p.)

'ABSTRACT In the face of huge competition in the telecommunication sector in the world where Corporate Social Responsibility (CSR) practices has become one essential marketing strateggy for firms in Ghana.The purpose of this study was to empirically investigate the impact of Corporate Social Responsibility on consumer buying behavior evidence from telecommunication Sector in Ghana in which customer satisfaction and loyalty were used as intermediate variable. A sample size of four hundred (400) network subscribers of Vodafone was selected for the study using random sampling method. Statistical package for social sciences (SPSS 23.0) software was used to analyze the data obtained. The study used Multiple Regression Model, Independent test and one way ANOVA in testing the hypothesis. The findings show that CSR as well as the intermediate variables has positive but critical relationship between CSR and consumer buying behavior as well as the intermediate variables which is customer satisfaction and loyalty. The ranking order of CSR factors is as follows: legal responsibility, philanthropic responsibility, ethnical responsibility, economic responsibility and customer responsibility have positive and significant effects than customer loyalty with regards to the intermediate variables. The researcher found out that there were other vital factors that influence customer buying behavior of Vodafone products and services such as trust, purchase retention, attitude, identification with companies as Brand name, quality services, reference groups, promotions, bonuses on products and services. The findings further revealed that there is an insignificant difference in the ages of customer as well as differences among the gender of the participants on their buying behavior towards Vodafone products and services using One Way ANOVA and independent t Test. KEYWORDS: Consumer buying behavior, customer satisfaction, customer Loyalty, Corporate Social Responsibility, Vodafone Ghana '