Augustine Egwu Ndu OKO Ohuonu Okwudiri NNANNA

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

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.
JEL Classification M31
Full Article
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© 2014 The Authors. Published by Sprint Investify. ISSN 2359-7712. This article is licensed under a Creative Commons Attribution 4.0 International License. Creative Commons License
Corresponding Author
Augustine Egwu Ndu Oko, Department of Marketing, Abia State University, Uturu-Nigeria
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Augustine Egwu Ndu OKO
Abia State University, Uturu, Nigeria

Ohuonu Okwudiri NNANNA
Abia State University, Uturu, Nigeria