Effects Of Sales Promotion On Customers’ Brand Loyalty Of Gsm Users In Umuahia, Abia State

ABSTRACT

The study examined the effect of sales promotion on customer brand loyalty among GSM users in Umuahia. The study examined the relationship between (free megabyte incentive, free air time/night call incentive and customer loyalty. Descriptive survey design was used. The data was obtained with the use of questionnaire as a result instructive. 309 questionnaire was distributed to respondent in Umuahia. The data was analyzed using multiple regression analysis with the aid of SPSS version 20. The study reveal that free megabyte, discount call incentive have significant effect in customer loyalty. It was recommended that GSM providers should focus attention on discount calls and NCC should ensure that GSM operator fulfill their sales promotion claims.     

TABLE OF CONTENTS

Title ﾿ Page 

Title Page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of Contents ﾿ vi

List of Tables ﾿ ix

List of Figures ﾿ x

Abstract ﾿ xi

CHAPTER ONE 

INTRODUCTION ﾿ 1

1.2 ﾿ Statement of Problems ﾿ 4 ﾿

1.3 ﾿ Research Objectives ﾿ 5

1.4 ﾿ Research Question ﾿ 5

1.5 ﾿ Statement of Hypothesis ﾿ 6

1.6 ﾿ Significance of the Study  ﾿ 6

1.7 ﾿ Scope of the Study ﾿ 7

1.8 ﾿ Organization of Study ﾿ 7

CHAPTER TWO

REVIEW OF RELATED LITERATURE ﾿ 8

2.1 ﾿ Conceptual Framework ﾿ 8

2.1.1 ﾿ Sales Promotion Examined ﾿ 10

2.1.2 ﾿ History of Sales Promotion ﾿ 11

2.1.3  ﾿ Types of Sales Promotion ﾿ 12

2.1.4 ﾿ Objective of Sales Promotion ﾿ 13

2.1.5 ﾿ Sales   Promotion    Tools   and   Programme   of Companies ﾿ 16

2.1.6 ﾿ Sales Promotion Strategies and Management ﾿ 23

2.1.7 ﾿ Planning and Designing the Sales Promotion Programme. ﾿ 23

2.1.8 ﾿ Measuring the Effectiveness of Sales Promotion ﾿ 27

2.2 ﾿ Theoretical Framework ﾿ 28

2.3 ﾿ Empirical Framework  ﾿ 33

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 ﾿ INTRODUCTION ﾿ 38

3.2 ﾿ Research Design ﾿ 38

3.3 ﾿ Study Area ﾿ 38

3.4 ﾿ Population of Study ﾿ 38

3.5 ﾿ Sample Size Determination ﾿ 39

3.6 ﾿ Sampling Technique ﾿ 40

3.7 ﾿ Instrument ﾿ 40

3.8 ﾿ Validity ﾿ 40

3.9 ﾿ Reliability Test ﾿ 40

3.10 ﾿ Method of Data Analysis ﾿ 42

CHAPTER FOUR

4.0 ﾿ DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.1 ﾿ General Description ﾿ 42

4.2 ﾿ Hypotheses Testing ﾿ 49

CHAPTER FIVE 

5.0 ﾿ SUMMARY, CONCLUSION AND RECOMMENDATIONS ﾿ 52

5.1 ﾿ Summary ﾿ 52

5.2 ﾿ Conclusion ﾿ 52

5.3 ﾿ Recommendation ﾿ 52

References ﾿ 54

Appendix