ABSTRACT

Promotions are very significant elements of marketing activities. All over the world, the large multinational corporations to medium and even small firms recognize that there is no best alternative than promotion to communicate with consumers and motivate them to purchase their products or services. The purpose of this study is to determine the Effect of sales promotion activities in the marketing of telecommunication services in Nigeria. In the present competitive world if any business organization has to survive it needs to keep an eye on various forces operating in the market. Moreover competitors constantly try to win over others, in this scenario, every business organization needs to monitor the changes taking place in the market so that they are not caught by competitors. This study investigates, measure, and evaluates the sales promotion activities of telecommunication services in Nigeria from the reflection light of customers’ perceptions through the distribution of adapted questionnaire to 400 consumers using random sampling technique. This study actually reveals the state of sales promotion activities and the customers’ perception on this perspective and whether the sales promotion activities, its standard and customer perceptions are able to increase market share in the industry. The study also focused to the extent that whether these sales promotion activities and the defined customer perception can create positive impact on customers mind and be able to create positive contribution on the building of brand image of the company. As sample, telecommunication consumers in Umuahia have been surveyed. The main purpose of this study is to investigate consumers’ perception of sales promotion activities in the marketing of Telecommunication services. The study found that among all the significant variables influencing consumers perception of sales promotion in the marketing of telecommunication services, Price as Value of award in Contest, as Premium, Rebate and Bonus was the most important among the respondents followed by service quality and service availability. The study shows that Service availability, Price, Service quality and Customer service in the administration of Contest, Premium, Rebate and Bonus significantly influence consumers’ perception in the marketing of telecommunication services. The most preferred consumers’ telecommunication service provider is MTN, GLO and AIRTEL. It was recommended that mobile operators should reduce their expenditure on promotional activities and brand building but rather invest on network extensions, quality service delivery and product and services outlets infrastructural development, while also concentrating on price reduction strategies as a way of increasing subscribers’ base.

TABLE OF CONTENTS

Cover Page…………………………………………………………………………………........vi 

Declaration………………………………………………………………………………..…….vi

Certification………………………………………………………………………………………vi

Dedication………………………………………………………………………………….......... vi

Acknowledgements……………………………………………………………………………..vi

Table of Contents……………………………………………………………………………...….vi

List of Tables…………………………………………………………………………………. vix

Abstract………………………………………………………………………………………….. vi

Chapter One: Introduction

1.1Background of the Study………………………………………………………………………1

1.2 Statement of the Problem……………………………………………………………………...3

1.3 Research Objectives…………………………………………………………………………...4

1.4 Research Questions……………………………………………………………………………4

1.5 Research Hypotheses…………………………………………………………………...……..5

1.6 Significance of the Study……………………………….……………………………………..5

1.7 Scope of the study………………………………………………………………………….….6

1.8 Limitations of the Study…………………………………………………………………….…7

Chapter Two: Review of Related Literature

2.1Meaning of Marketing……………………………………………….………………….……..8

2.2 Concept of Consumer and Perception……………………………………….………………...9

2.2.1Introduction to Perception……………………………………………………………………9

2.2.2The Perception Process………………………………………………………………………9

2.2.3 Perceptual Mapping………………………………………………………………….…….11

2.3 Various Definition of Promotion…………………………………………………………….11

2.4 Promotional Strategy………………………………………………………………………...12

2.5 Sales Promotion …...………………………………………………………………………...13

2.6 Objectives of Sales Promotion………………………………………………………..……..15

2.7 Techniques of Sales Promotion…………………………………………………...…………15

2.8 Characteristics of sales promotion…………………………………………………………...17

2.9 Measuring the effectiveness of sales promotion…….……………………………………….17

2.10 Sales promotion tools…………..…………………………………………………………...18

2.11 Advantages of sales promotion………………………………...…………………………...22

2.12 Problems of sales promotion………………………………………………………………..22

2.13 Sales promotion strategy and management………………………………………………...23

2.14 Factors to Be Considered In Selecting Appropriate Promotional Strategy………………...23

2.15 Methods of Setting Promotional Budget……………………………………………………24

2.16 Telecommunication Industry……………………………………………………………….26

2.17 Basic Elements in the Telecommunication Industry……………………………………….27

Chapter Three: Research Methodology

3.0 Preamble…………………………………………………………………………………..…28

3.1 Research Design………..…………………………………………………………………….28

3.2 Study Area…………………………………………………………………………………...28

3.3 Sources of Data………………………………………………………………………………28

3.4 Population of the Study……..……………………………………………………………….29

3.5 Sample Design……………………………………………………………………………….29

3.5.1 Sample Size Determination………………………………………………………………..29

3.5.2 Sample Procedure or Technique…………………………………………………………...30

3.5.3 Instruments for Data Collection and Method of Investigation……………………………30

3.6 Data analysis techniques……………………………………………………………………...31

Chapter Four: Data Presentation and Analysis

4.1 Preamble.………………………………………………………………………………….....33

4.2 Data presentation……………………………………………………………………..33

4.2.1 Demographic and background characteristics of respondents…...………………………...33

4.3 Test of hypotheses……………………………………………………………………………40

Chapter Five: Summary, Conclusion and Recommendation

5.1 Summary of findings…………………………………………………………………………47

5.2 Conclusion…………………………………………………………………………………...48

5.3 Recommendations……………………………………………………………………………49

5.4 Suggestions for future research………………………………………………………………50

References

Appendix 1

Appendix 2