Appraising Tile Marketing Strategies Adopted By Mobil Phone Service Providers In Nigeria (A Study Airtel, Glo, Mtn In River State)

ABSTRACT

This study appraised the marketing strategies adopted by mobile phone service providers in Rivers state, Nigeria. This study is necessary because of the increased - use of mobile phone in Nigeria and the increasing number of mobile phones service providers in Nigeria. A random sample of 30 respondents well selected from the MTN, Airtel and Gb each. In order to achieve the objectives of the study and test the hypothesis, descriptive statistics, multiples regression analysis and analysis of variance (ANOVA) was used. It was found that most of the respondents were female and occupying the lower position and have acquired education to the tertiary level. The most used marketing strategy was found to be the Focus marketing strategy. It was also found marketing budget, number of marketers, call rate and product offer were significant factors influencing the cost of marketing strategy. The study also found that there is no significant difference in the marketing strategies used by firm. It is therefore recommended that the firm should consider this marketing budget, number of marketers call rate and products offered in selecting a marketing strategy.