AN EVALUATION OF SALES PROMOTION IN INCREASING THE LEVELS OF NETWORK PATRONAGE IN THE TELECOMS INDUSTRY. (A CASE STUDY OF MOBILE TELECOMMUNICATION NETWORK NIGERIA LIMITED ABA)
ABSTRACT
The study examined sales promotion as a persuasive activity hence is the direct and indirect communication used by firms to influence present and potential customers for the purpose of making sales. This study was in the main time, exploratory and descriptive. Data were collected on source specific objective adopted for the resources. Data collection method employed primary sources e.g. personal interviews and questionnaire and secondary data example books, newspaper and so on. These data were analyzed with some simple statistical looks such as percentage tables and significant level. The study also considered whether ‘advertising medium message to the target audience among others. It was known that the philosophy of the company mobile Telecommunication Network Nigeria limited Aba promotion is not different from what other marketing
- Companies have been practicing. Sales promotion has great influence in the buying behavior of customers. Most industries in Nigeria have riot yet embraced full promotional consciousness. Effective sales promotion could help companies to survive the stifle competition in business, operation.
TABLE OF CONTENTS
TITLE PAGE – – – – – – – I
APPROVAL PAGE – – – – – – ii
DEDICATION – – – – – – – iii
ACKNOWLEDGEMENT – – – – – iv
ABSTARCT – – – – – – – v
TABLE OF CONTENTS – – – – – vi
CHAPTER ONE
- INTRODUCTION – – – – – 1
- BACKGROUND OF THE STUDY – – – 2-7
- STATEMENT OF PROBLEMS – – – 7-8
- STATEMENT OF OBJECTIVE- – – – 8-9
- RESREACH QUESTION – – – – 10
- SIGNIFICANCE OF STUDY – – – 10
- scope of the study – – – – – 11
- LIMITATION OF STUDY – – – – 11
- DEFINITION OF TERM – – – – 12-14
CHAPTER TWO
- INTRODUCTION – – – – – 15
- LITERATURE REVIEW – – – – 15-29
CHAPTER THREE
- INTRODUCTION – – – – – 30
- RESEARCH METHODOLOGY – – – 30-
- SOURCES OF DATA – – – – – 31
- SAMPLE SIZE DETERMINATION/PROCEDURE 31-33
- sample technique – – – – – 33
- validity and reliability of measuring – 34
- METHOD OF DATA ANALYSIS – – – 35
CHAPTER FOUR
- DATA PRESENTATION ANALYSIS – – 36
- INTRODUCTION — – – 36
- presentation of data – – – – 36-42
- interpretation of result – – – – 42-43
CHAPTER FIVE
- INTRODUCTION – – – – – 44
- SUMMARY OF FINDINGS – – – – 44-45
- CONCLUSION – – – – – – 45-46
- RECOMMENDATION – – – – – 46-47
BIBLIOGRAPHY – – – – – – 48
QUESTIONNAIRE – – – – – 49-50
CHAPTER ONE
1.0 INTRODUCTION
One of the best things that has happened to this country is the introduction of mobile Telecommunication system in the nation information industry. Before the advert of Chief Obasanjo regime in 1999. Telephone service was inform of analogue form. This analogue system most times has not yield the good objective which a sound telephone system should render.
Since the incention/introductioi, of the method of communication, life was enhanced through its services. Nigeria is now linked with the, global community making interaction between the people to be more cordial in spite of the distance because of the fact that all business men went to maximize profit, it is believed that embarking on sales promotion which entails showcasing all the services one has in stock will attract more customers which will in term increase the returns or gains which a company like MTN is expected to make.
It is my behalf that. this work wilt enhance understanding which will help to increase the services of al the service provider in general and MTN in particular.
1.1 BACKGROUND OF THE STUDY
People often confuse sales promotion with broader term, “promotion” but sates promotion is one of the promotional toots.
Promotion consist of advertising, personal selling direct marketing, all term to communication, the advantage of the firm’s goods and services to it’s customer. Promotion is one of the four “Ps” of product marketing and has to do with all the activities carried out by the organization communication with the public about their product. A target audience can be in any stage are awareness, knowledge, liking, preference, conviction and purchase. This is called the hierarchy of effect. Because they represent stages a buyers goes through in moving towards a purchase and each describes a possible objective or effect of promotion. The goal of promotion is to get the prospect to the final or purchase stage, but in most cases, that may not be possible until the person has moved through the earlier stages. Thus a promotion effort may have appeared to be modest but essential objective such as creating knowledge about a product’s advantage. The term promotion originated a Latin word “prornotioners” meaning to move forward, to advance from the view point of business practices, promotion is the marketing communication activity that attempt to inform, remind and persuade individual., to accept, resell, recommend or use a product, idea or institution.