ABSTRACT

This study focused on customers' behaviour towards MTN promotional packages in Urnuahia North LGA, Abia State, Nigeria. The objectives of the study were to evaluate the socioeconomic characteristics of respondents and the promotion packages they subscribe, ascertain customers' perception and level of patronage of these MTN promotional packages, determine the authenticity and level of satisfaction from MTN promotions, ascertain the determinants of consumer behaviour towards MTN promotional packages and to establish the relationship between MTN promotions and customer satisfaction. A purposive sampling technique was employed in sampling 380 respondents from a population of MTN subscribers resident in Urnuahia North. Data collected were analyzed using descriptive statistics, Ordinary Least Square (OLS) multiple regression and correlation models. The study revealed that MTN subscribers have little above average appreciation towards MTN promotions. The study also indicated that gender, educational level, occupation, and income were statistically significant in predicting customers behaviour. Also, there was a strong positive relationship between customers' satisfaction and number of promotional packages subscribed. Based on the findings, the following recommendations were made: MTN network providers should review their promotional packages in other to awaken the interest of their customers and to avert their negative perception, due to the low level of customers satisfaction obtained by this research, MTN network providers should ensure that their end users derive the maximum satisfaction needed in any of their purchases in other to increase the level of their customers loyalty, MTN service providers should be more interested in satisf,'ing and rewarding their customers through promotional packages other than using it for maximizing profits which will in turn generate trust and positive customers behaviour.