ABSTRACT

This study analyzed the effects of socio-economic characteristics of advertising on the selection of GSM service provider in Abia State, Nigeria. The population of the study will adopt a purpose sampling techniques in the course of study. The study will focus on the major sub-urban areas of the Local Government Area (L.G.A) namely: Umukabia, Afugiri, Ndume and Isieke. However, 30 households will be selected from each of the four (4) areas. This will give us 120 respondents selected for the study. The instrument used to collect relevant data was a structured questionnaire. Descriptive statistics was used to analyze data on the first three research questions while correlation coefficient model was used for the third. It was found that age, education, income and gender play critical role in the effect of socio-economic of advertising on the selection of GSM service provider. It was recommended that an attractive means of advertisement should be stepped up to influence consumers in other to enable them make a better choice of GSM service.

TABLE OF CONTENTS

Title Page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Abstract vi

Table Contents        vii-ix

CHAPTER ONE

1.0 Introduction          1

1.1 Background Information 1

1.2 Problem Statement          4

1.3 Research Question 5

1.4 Objective of the Study          6

1.5 Research Hypothesis 6

1.6 Significance of the Study 6

CHAPTER TWO

2.0 Review of Related Literature 8

2.1 Creating GSM Service Coverage in Nigeria           8

2.2 GSM Operators Face Regulatory Crack Down on Advertising 

in Abia State, Nigeria         10

2.3 Quality of Service Profile of the Nigeria GSM Network             11

2.3.1 The Impact on Advertising GSM Service in Nigeria         13

2.3.2 The Impact on Advertising GSM Service Social Network in 

Abia State, Nigeria         14

2.4.1 The Benefits of Advertising/Promoting GSM Service Provider 

in Abia State Nigeria 14

2.5 Quality of Service Analysis of GSM Telephone System in Nigeria 15

2.6 Stakeholder’s Perceptions of the Impact of a Global System

for Mobile Communication on Nigeria’s Rural Economy 19

2.7 Determinant of Customer Loyalty in Nigerians GSM Market 21

CHAPTER THREE

3.0 Research Methodology 24

3.1 Area of Study 24

3.2 Selection of Respondents 25

3.3 Method of Data Collection 25

3.4 Data Analysis 25

3.5 Model Specification 26

4.0 Results and Discussions 27

4.1 Socio-Economic Characteristics of the Respondents 27

4.2 The Relationship Between Advertising Media and Monthly 

Expenditure on Recharge Cards 28

4.3 The Effect of Advertising Media on the Selection of GSM 

Service Provider in the Study Area 28

4.4 Most Media Attraction in the Study 31

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendation 33

5.1 Summary 33

5.2 Conclusion and Recommendation 34

References 35