ABSTRACT

Marketing is a concept adopted by most business organization to increase the quality and efficiency of the service they render to their target market. It upholds the principle of profit maximization through effective satisfaction of customers’ needs and wants. Business organizations in recent times have not be able to maximize profit accruable from the market they operate. As such, their total revenue has drastically reduced thus affecting the objective and goals of the organization. It is against this background that deemed it important to ascertain the challenges encountered by telecommunication companies in the practice of marketing concept. The following objectives were pursued in the course of this study; ascertain the impact of lack of good knowledge about rights among customer on the willingness to adopt marketing concept by firms in the telecom industry in Nigeria, ascertain the impacts of non-practice of marketing concept among organizations in the telecommunication industry in Nigeria and to determine the impacts of poor regulation of business in the adoption of marketing concept of organizations in the telecomm industry in Nigeria. The research employed primary and secondary method to generate the relevant data for the study. Questionnaire was distributed to 124 respondents and data generated were analyzed using percentage and frequency; while the formulated hypotheses were tested using Analysis of Variance. The outcome proved that poor level of awareness of consumers’ right to good quality services is a major factor that encourages the non adoption of the marketing concept in the telecommunication industry in Nigeria, firms in the telecommunication industry are mere excess profit oriented in philosophy compared to the satisfaction of the consumers hence are challenged to investment only in areas of operation that ensure ease and early recovery of investment and lack of poor level of government regulation of business practices in Nigeria significantly contributes to non adoption of the philosophy of marketing concept in the telecommunication industry in Nigeria. Based on the above the research recommends that consumers of telecommunication services should be educated or enlightened on their rights to good quality services in order encourage the adoption of marketing concept by service providers in the telecommunication industry in Nigeria and that government should intensify its efforts in checkmating the activities of telecommunication companies in Nigeria.

TABLE OF CONTENTS

Title - - - - - - - - - - - i

Certification - - - - - - - - - ii

Approval page - - - - - - - - - iii

Dedication - - - - - - - - - - iv

Acknowledgements - - - - - - - - v

Table of content - - - - - - - - - vi

List of tables - - - - - - - - - vii

Abstract - - - - - - - - - - - viii

CHAPTER ONE

INTRODUCTION - - - - - - - - - 1

1.1 Background to the Study - - - - - - 1

1.2 Statement of the Problem - - - - - - 3

1.3 Objectives of the Study - - - - - - - 4

1.3 Research Questions - - - - - - - 5

1.4 Research Hypotheses - - - - - - - 6

1.5 Significance of the Study - - - - - - 6

1.6 Definitions of terms - - - - - - - 8

CHAPTER TWO

REVIEW OF RELATED LITERATURE - - - - - - 9

2.1 Marketing: Defined - - - - - - - 9

2.2 Definition of Marketing Concept - - - - - 10

2.3 Fundamentals of Marketing Concept - - - - 13

2.3.1 Target Market - - - - - - - - 13

2.3.2 Customers Needs and Want - - - - - - 13 

2.3.3 Integrated Marketing - - - - - - - 14

2.3.4 Profitability - - - - - - - - - 15

2.4 Importance of Marketing Concept - - - - - 16

2.5 Overview of Telecommunication in Nigeria - - - 16

2.6 Nigeria Communication Commission (NCC) and its impact on Telecommunication Industry - - - - 18

2.7 Historical Background of Telecommunication Companies in Nigeria - - 18

2.7.1 MTN Nigeria - - - - - - - - 18

2.7.2 GLOBACOM Nigeria Limited - - - - - - 18

2.7.3 ETISALAT Nigeria - - - - - - - - 19

2.8 Challenges of telecommunication in the Nigerian Market - 20

2.9 Ways by which Government Regulates Business Activities in Nigeria - 21

CHAPTER THREE

RESEARCH METHODOLOGY - - - - - - - 24

3.0 Introduction - - - - - - - - 24

3.1 Research Design - - - - - - - - 24

3.2 Area of the Study - - - - - - - - 25

3.3 Population of the Study - - - - - - - 25

3.4 Determination of Sample size - - - - - - 25 

3.5 Method of Data Collection - - - - - - 27

3.6 Instrument for Data Collection - - - - - 27

3.7 Method of Data Analysis - - - - - - 28

3.8 Validity of Instrument - - - - - - - 29

3.9 Reliability of Instrument - - - - - - 30

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA - - - - - 31

Table 4.2: Distribution and Retrieval of Questionnaire - - 31

Table 4.2: Poor level of awareness of right and non practice of marketing concept - - - - - - 33

Table 4.3: Awareness of Right and Adoption of Marketing Concept  - 34

Table 4.4: Excess Profit Philosophy and Marketing Concept - 37

Table 4.5: Excess Profit Philosophy and Marketing Concept  - - 38

Table 4.6 Shows government regulation and Adoption of Marketing Concept - - - - - - - 41

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION - - - 43

5.1 Summary of Findings - - - - - - - 43

5.2 Conclusion - - - - - - - - - 43

5.3 Recommendations - - - - - - - 45

REFERENCES

APPENDIX: QUESTIONNAIRE