Impact of Sales Promotion on Customer Loyalty in the Nigeria Telecommunication Industry ( a Case Study of Mtn, Asaba)
CHAPTER ONE
OBJECTIVES OF THE STUDY
- To know whether MTN Asaba embarked on sales promotion.
- To know the nature and extent of sales promotion carried out by firm.
- To know if sales promotion activities influence consumer customer loyalty.
- To know which promo-tools bring out the desired result in terms of consumer customer loyalty.
- To know if consumers complain about the sales promotion and the nature of such complaint.
- To know how the firm addressed consumers complaint if any.
CHAPTER TWO
LITERATURE REVIEW
This can be said to be the process of reading, analysing, evaluating and summarizing scholarly materials about a specific topic, which is the influence of sales promotion on consumer’s customer loyalty in the Nigeria telecommunication industry. All the sources are systematically examined below in order to justify what is done to enable someone else to reproduce my methods and to determine objectively whether to accept the results of the review.
INTRODUCTION
This chapter discussed on the literature review with the following sub-headings, sales promotion, consumer brand loyalty, promo tools, schemes that reach consumers through retailers, reasons for the growth of sales promotion, problems solved through sales promotional programme, and objectives of sales promotion are treats.
THE DEFINITION OF SALES PROMOTION
According to America Marketing Association (AMA) defined sales promotion as those marketing activities other than stimulate consumer purchase and dealer effectiveness, such as; displays, shows and exhibitions, demonstrations and various non-recurrent selling efforts not in the ordinary routine.
Sales promotion according to Kotler (1994) consists of diverse collection of incentive tools, most short-terms, designed to stimulate quicker and greater purchase of a particular brands products or service by consumers.
He also admits that they are not only used by profit oriented organizations but also non-profit making ones, such as church, sponsored bingo games, theater parties, testimonies dinners and raffles.
Awa (2000) observed that in today’s over-competitive and over-communicated environment, sales promotion offer answer to many marketing problems in almost all the industries for instance, since almost half a decade ago, sales promotion expenditure in Nigeria banking industry has considerably improved in response to strategic changes.
CHAPTER THREE
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RESEARCH METHODOLOGY
Methodology according to Aoryanwu 2000, refers to the way and means of doing something, according to him also it is a mode of investigating truth and estimating evidence, while research methodology embraces the process involved in obtaining and analyzing data relevant to the study and how the research will be conducted for effective result.
INTRODUCTION
In this chapter, the researcher itemized and explained the methodology and procedures employedin the collections, analysis and interpretation of data collected during the study. to this end, the following areas are specifically covered in order to achieve the objectives of the study.
RESEARCH DESIGN
According to Ibekwe C.F. (2000-2008), research design is defined as the plan, structure and strategy for research investigation conceived and control variance.
Here, the researcher adopted the survey method of research design.
SOURCES OF DATA
The sources of data for this study consists of primary and secondary sources.
PRIMARY SOURCES: these are informations gotten from the field.It can take the form of personal interview, questionnaires, observations, its this study. The researcher adopted questionnaire as the main source used.
SECONDARY SOURCE: these are informations generated from review of relevant literature such as text books, company’s articles newspapers and other publications.
POPULATION AND SAMPLE SIZE
According to Bassi P.B., population is defined as the aggregate number of elements defined prior to the selection of a sample. In this research, studying the entire population of 150 elements could be a very difficult exercise; the researcher selected a sample in which he can reach effectively.
CHAPTER FOUR
PRESENTATION AND ANALYSIS OF DATA
After the data has been collected, it will make no meaning until it has been presented and analyzed. It is called date because it is raw information which needs to be processed to generate meaningful information that can be used for decision- making.
By presentation, we mean the arrangement of data based on similarities so that generalization can be made about their character or properties. It is this arrangement that makes it easy for analysis to be made.
In the case of analysis, we give meaning to variables that share similarities through the use of tools like simple percentages while some special or high statistical tools like chi-square, ANOVA (f-ratio), Z-test, t-test, etc are deployed in the testing of hypothesis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
Here, we can say that summary is the summarization of the project work which emphasizes mostly on my findings in the chapter four of the project work
Conclusion: inductive and deductive inferences of the findings are used to develop conclusion care should be taken to state a conclusion for each objective or problem delimited in he proposal or statement of the research objectives. (okwandu, 2002).
Recommendation: This is made based on the problem being solved. It comes immediately one is through with the research conclusions. The research will use this section to make suggestions for further studies directly or indirectly related to the research carried out.
INTRODUCTION
In this chapter, the research intends to present the summary, conclusion and recommendation of the topic the influence of sales promotion on consumer’s brand loyalty in the Nigeria telecommunication industry, a study of Nigeria MTN Asaba
SUMMARY OF FINDINGS
This study set out to example the influence of sales promotion on consumers brand loyalty in the Nigeria telecommunication industry using MTN as a study. Based on the information gathered by the researcher.
The following observations were made:
- Based on the findings, it revealed that there is significant relationship between sales promotion and consumers brand loyalty.
- It is also reveled that there is significant relationship between consumer’s complaints and the nature of such complaints.
- The Investigation also revealed that the firm embarks on sales promotion activities.
- Based on the information gathered the nature by the firm were disclosed.
- Majority of the consumer’s response were of the view that, sales promotion activities influences consumers brand loyalty.
- The information gathered disclosed those consumers’ complaints about sales promotion and what the natures of such complaints are.
- The investigation also revealed that promotion brings out the desired result in terms of consumer’s brand loyalty and the findings shows that the firm addresses consumer’s complaints.
CONCLUSION
The following conclusions are made based on the findings of the researcher. Sales promotion helps in boasting the demand of the consumers in buying the product of MTN and also helps in attracting customer’s patronage.
Also, sales promotional programmes are beneficial to every organization especially the MTN.
Finally, sales promotion influences consumer in making a very large purchase of the firm’s products.
RECOMMENDATIONS
The following recommendations were made by the researcher based on the findings.
- The firm should always carry out sales promotional programme in order to enable them get more customers.
- The firm should try to adhere to their customer’s complaints so as to enable them maintain good customer relationships.
- The Firm must ensure that they produce products of high quality which will reflect their name, image and reputation.
- The firm must ensure that they handle sales promotional programmes as appropriate and acceptable marketing strategies in pursuance of their targets.
- The firm should endeavor to ensure planned co-ordinated and controlled sales promotion programme, so that at the end, they will maximize profit and also achieve that organization goals and objectives.
- Finally, the firm should also try to ensure that they address consumer’s complaints.
REFERENCES
- Awa, HO. (2000),Americn marketing association “Strategic Marketing Promotion Mix”, Enugu; Ceekay business center.
- Anyanwu,A. (2000), “Research Methodology in Business and social Science”, Owerri, Camon Publishers Nig. Ltd.
- Busch and Houston (1985), “Marketing Strategic foundation”, recharged Ironic inc Ulowil; the try den press.
- A.B. Fagbo, (1982), “Innovation in Advertising the Sales Promotion Techniques, an unpublished bachelor of art thesis University of Benin, Benin City.
- Ibekwe, C.F (2003), “Statistics in Marketing research’, PortHarcourt; Walston Concept.
- Kotler, P. (1994), “Marketing Management Analysis, Planning, Implementation and Control 8th edition”, prentice hall of inolia private limited. New delhs
- Ndupu, I. (1987), “Promotion takes, the days of advertising in Nigeria, Vol 7 no 13.
- Nebo, G.O. (2006), “Sales Management, Strategic and Systematic approach”, Nigeria; First edition.
- Schwartz and Smith (1980’s) “Marketing Concepts and Application”, New York McGraw; Hill Publishers.
