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- Title
The Impact of Sales Promotion on Sales: A Case of Select Telecommunication Firms in Nigeria.
- Authors
Ikenna Ofoegbu, Donald; Mfonobong Udom, Etokakpan
- Abstract
The present paper investigates the influence of sales promotion as a marketing strategy of the telecommunication firms in Nigeria on consumer buying and network switching. Four Nigerian telecommunication firms—Globacom, MTN, Etisalat and Airtel—were selected for the study with a sample of 400 respondents. Building on the Attention, Interest, Desire and Action (AIDA) model, the study implements both descriptive and inferential methods of analysis. The analyses led to the acceptance of an alternative hypothesis that sales promotion is a significant catalyst in influencing consumer buying. The study revealed that educational level, number of operative Subscriber Identity Module (SIM) cards owned by the subscribers, age, gender (more female) and even lottery had a significant effect on buying. Further evidence showed that customers were likely to abandon their present telecom provider if they did not carry out sales promotion either as an incentive to buyers or compensation for patronage overtime. The customers were ready to switch to other telecommunication providers that offered mouth-watering sales promotions. The study therefore recommends the need for innovative, dynamic and well-differentiated sales promotional services by the telecommunication firms if they desire to maintain and increase the market share.
- Subjects
NIGERIA; MARKETING strategy; TELECOMMUNICATION; GLOBACOM Ltd.; EMIRATES Telecommunications Corp.; MTN SA
- Publication
IUP Journal of Marketing Management, 2013, Vol 12, Issue 2, p23
- ISSN
0972-6845
- Publication type
Article