IDEAS home Printed from https://ideas.repec.org/a/exp/mkting/v2y2014i1p37-52.html
   My bibliography  Save this article

Sales Promotion in the Marketing of Telecommunication Services in Nigeria: Impact Analysis

Author

Listed:
  • Augustine Egwu Ndu OKO

    (Abia State University, Nigeria)

  • Ohuonu Okwudiri NNANNA

    (Abia State University, Nigeria)

Abstract

The adoption of sales promotion in the marketing of telecommunication services in Nigeria is common among the front line GSM service providers. This however does not yield the much assured increasing return on investment, hence is unprofitable and the required fund for the expansion of infrastructure base of operation is not earned, and serve rendition is as a result poor. Studying the impact of sales promotion on patronage based on the data sourced and analyzed using Likert’s ranking scale, questionnaire and analysis of variance (ANOVA), the work discerns and concludes that the high level of illiteracy based on quantitative rather than qualitative education high level of poverty as well as high rate of rural dwelling are challenges to the expansion of the level of consumption of telecommunication services even at the offer of sales promotion incentives. Recommended is a good quality marketing research with consumers as a trust point for efficiency in market segmentation as basic in the adoption of sales promotion strategy.

Suggested Citation

  • Augustine Egwu Ndu OKO & Ohuonu Okwudiri NNANNA, 2014. "Sales Promotion in the Marketing of Telecommunication Services in Nigeria: Impact Analysis," Expert Journal of Marketing, Sprint Investify, vol. 2(1), pages 37-52.
    • Handle: RePEc:exp:mkting:v:2:y:2014:i:1:p:37-52
    as

    Download full text from publisher

    File URL: http://marketing.expertjournals.com/wp-content/uploads/EJM_204oko2014pp37-52.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Sales promotion; telecommunication; perception income; illiteracy; rural dwelling; marketing research; market segmentation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:exp:mkting:v:2:y:2014:i:1:p:37-52. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alin Opreana (email available below). General contact details of provider: https://marketing.expertjournals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.