AN APPRAISAL OF SALES PROMOTION ON THE CHOICE OF MOBILE PHONE OPERATORS

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(A Case Study of MTN Nigeria Plc)

ABSTRACT

The focus of this research work is An Appraisal of Sales Promotion on the Choice of Mobile Phone (a case study of MTN Nigeria plc). The scholarly research work gives insight into the views of various authors as concerned with the project subject matter an appraisal of sales promotion onthe choice of mobile phone. The study gives an in-depth historical background of the company under review. In the researcher’s effort and desire to achieve his objective, the researcher has chosen to use the descriptive research method. The research population consists of 24 people of MTN Ahmedu Bellow way branch Kaduna. A sample size of twelve were randomly chosen for this research both for the management staff, and customers respectively. The following hypothesis were formulated for the research: The null hypothesis (Ho). The alternative hypothesis (Hi). Ho: The null hypothesis: sales promotion does not have a significant influence on consumer buying behaviour. Hi: The alternative hypothesis: sales promotion has a significant influence on consumer buying behaviour. The data collected were presented and analyzed based on the findings, it was discovered that sales promotion has a significant impact on consumer behaviour. Useful recommendations were made by the researcher that sales promotion should not be treated as an emergency tool but be treated as an integral part of the company marketing activities and that sales promotion should be adequately planned and prepared through putting necessary measures that would yield tangible results to the organization.

TABLE OF CONTENT

Title page - - - - - - - - - i

Declaration - - - - - - - - - ii

Approval page- - - - - - - - - iii

Dedication - - - - - - - - - - iv

Acknowledgement - - - - - - - - v

Abstract- - - - - - - - - - vi

Table of content - - - - - - - - viii

CHAPTER ONE

1.1 Background of the Study - - - - - - 1

1.2 Statement of the problem - - - - - - - 3

1.3 Objectives of the Study- - - - - - 3

1.4 Significance of the Study - - - - - - 4

1.5 Research question - - - - - - - 4

1.6 Scope of the study - - - - - - - 4

1.7 Limitation of the Study - - - - - - 5

1.8 Definition of terminologies - - - - - - 5

CHAPTER TWO

2.0 Introduction - - - - - - - - 8

2.1 Definition of marketing Information System - - - - 14

2.2 Objectives of marketing information system - - - - 15

2.3 Functions of marketing information system - - - - 17

2.4 Limitations of marketing information system - - - - 18

2.5 Sales promotion - - - - - - 20

2.6 Contribution of marketing information system in Nigeria- - - 22

CHAPTER THREE

3.1 Introduction - - - - - - - 26

3.2 Area of study- - - - - - - - 26

3.3 Research design - - - - - - 26

3.4 Population and sample of the study- - - -- - 26

3.5 Source of data collection - - - - - 27

3.6 Method of data Collection - - - - - - 28

3.7 Method of presenting and Analyzing data - - - - 28

CHAPTER FOUR – Data Presentation, Analysis & Interpretation

4.1 Introduction - - - - - - - 29

4.2 Characteristics of respondents - - - - 29

4.3 Data Presentation - - - - - - 32

4.4 Summary of the findings- - - - - - 36

4.3 Discussion of finding - - - - - - 36

CHAPTER FIVE – Summary of findings, Conclusion & Recommendations

5.1 Summary- - - - - - - 38

5.2 Conclusion - - - - - - 39

5.3 Recommendations - - - - - - 40

Bibliography- - - - - - - - 42

CHAPTER ONE

1.0 INTRODUCTION

The success of any firm largely depends on customers patronage, for any firm to push its products to the consumers effectively, there is the need to carryout promotional campaigns to communicate with the ultimate consumers without promotion, customers may not be aware of the existence of the particular product, hence patronage may remain very low. Many promotional tools are used to communicate with the consumers but sales promotion tends to be the most effective of all due to the extra incentive it provides to consumers.

Alexandra (1960) viewed sales promotion“as a marketing activity other than personal selling, advertising, public and public relations that induces and stimulates consumers purchase and dealers effectiveness”. The importance of sales promotion campaigns are seen at the point of purchase where it is used to support personal selling and advertising, it is rarely used alone as a promotional tool. In marketing practice, the application of all promotion tools is called promotional mix.

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