ABSTRACT
Nigerian
telecommunication industry has evolved into a competitive sphere as operators
endeavour to entreat and win customers through monetary and non-monetary sales
promotion typologies. Telecommunication operators utilise sales promotion to
create brand awareness, encourage brand trial and ultimately persuade
subscribers to be brand loyals in order to increase brand equity. While telecommunication operators are increasing brand
equity on interactive media, the appropriate sales promotion typology to
be adopted remains a challenge. Scholars have debated
usage of sales promotion to increase brand equity. Therefore, this study
examined interactive media sales promotion typologies and telecommunication
operators’ brand equity among State civil servants in Lagos and Ogun states.
Survey research
design was adopted for the study. The population comprised 17,161 State civil
servants in Lagos and Ogun states. The states
were selected using simple random sampling technique. Systematic sampling
technique was adopted to select the ministries. The Saunders, Lewis and
Thornhill formula was used to arrive at the sample size of 880 respondents. A
validated questionnaire was administered to the respondents. The Cronbach’s
Alpha coefficient values for the constructs were: monetary sales promotion (0.732), non- monetary sales promotion (0.797), brand awareness (0.797), perceived brand quality
(0.754), brand association (0.796) and brand loyalty (0.827); while 0.930 was obtained for the total scale.A total of 880 copies
of the questionnaire were administered to the respondents with a response rate
of 93.4%. Inferential statistics
(simple linear and multiple linear regression) were used to analyse the data.
Findings revealed
that monetary sales promotion typology significantly influenced
telecommunication operators’ brand awareness (R2=0.301, p<0.05),
perceived brand quality (R2=0.155,
p<0.05), brand association (R2=0.171,
p<0.05) and brand loyalty (R2=0.058,
p<0.05). Non-monetary sales promotion typology significantly influenced
telecommunication operators’ brand awareness (R2=0.304, p<0.05), perceived
brand quality (R2=0.218, p<0.05), brand
association (R2=0.237, p<0.05)
and brand loyalty (R2=0.163,
p<0.05).
The study concluded that monetary and non-monetary
sales promotion typologies were useful to enhancing telecommunication
operators’ brand equity. The study therefore recommended that telecommunication
operators should strategically combine monetary and non-monetary sales
promotion typologies that would positively increase subscribers’ perception of
their brands, foster positive relationship with subscribers to generate
positive attitude and promote brand loyalty.
Keywords: Typology, Sales Promotion, Brand Equity,
Telecommunication Operators, Interactive Media
Word Count: 352
TABLE
OF CONTENTS
Content Page Title Page i
Certification ii
Dedication iii
Acknowledgements iv
Abstract vi
Table of Contents vii
List of Tables ix
List of Figures xi
CHAPTER
ONE: INTRODUCTION
1.1 Background to the Study 1
1.2 Statement of the Problem 4
1.3 Objective of the Study 6
1.4 Research Questions 6
1.5 Hypotheses 7
1.5 Significance of the Study 8
1.6 Scope of the Study 8
1.7 Operational Definition of Terms 9
CHAPTER TWO: REVIEW OF
LITERATURE
2.0 Introduction 12
2.1 Conceptual Review 12
2.1.1 Sales Promotion 13
2.1.1.1 Concept of Sales promotion 13
2.1.1.2 Objectives of sales promotion 15
2.1.1.3 Typologies of sales promotion 18
2.1.1.3.1 Monetary Typology of Sales promotion 19
2.1.1.3.2 Non-Monetary Typology of Sales Promotion 22
2.1.1.4 Strategies of Sales Promotion 23
2.1.1.5 Techniques of Sales promotion 25
2.1.2 Brand Equity 31
2.1.2.1 Definition of brand equity 31
2.1.2.2 Brand Attributes 32
2.1.2.3.1 Brand Awareness 34
2.1.2.3.2 Brand Perceived quality 36
2.1.2.3.3 Brand Association 38
2.1.2.3.4 Brand Loyalty 41
2.1.2.4 Classifications of Brand Equity 42
2.1.2.3.5 Brand Equity Scale Development 47
2.1.3 Telecommunication Operators in Nigeria 48
2.1.3.1 MTN 53
Content Page
2.1.3.2 Globacom 55
2.1.3.3 Airtel 56
2.1.3.4 Etisalat 57
2.2 Theoretical Framework 60
2.2.1 Prospect Theory 60
2.2.2 Expectancy Theory 63
2.2.3 AIDA Model 66
2.3 Review of Empirical Literature 67
2.4 Summary 86
CHAPTER THREE:
METHODOLOGY
3.0 Introduction 87
3.1 Research Design 87
3.2 Population 87
3.3 Sample size and sampling Technique 88
3.4 Instrumentation 93
3.5 Validity of Research Instrument 94
3.6 Reliability of Research Instrument 95
3.7 Administration of Research Instrument 95
3.8 Method of Data Analysis 95
3.9 Ethical Consideration 96
CHAPTER FOUR: DATA ANALYSIS, RESULTS
AND DISCUSSION
OF FINDINGS
4.0 Introduction 97
4.1 Presentation of Results 97
4.2 Discussion of Findings 121
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary 138
5.2 Conclusion 139
5.3 Recommendations 140
5.4 Contributions to Knowledge 141
5.5 Suggestions for Further Studies 142
5.6 Limitation of the Study 144
References 144
Appendix I Population
of State Civil Servants in Ogun States by Ministries 158
Appendix II Population
of State Civil Servants in Lagos States by Ministries 159
Appendix III Questionnaire Informed Consent 160
Appendix IV Questionnaire 161
Appendix V Test of Hypotheses Tables 165
LIST
OF TABLES
2.1 Summary of Empirical Review 78
3.1 Summary of Population and Sample Selection 88
3.2: Presentation of Lagos state civil
servants, proportion of total population and sample size 90
3.3 Presentation of Ogun state civil servants population, proportion of total population and sample size 92
4.1.1
Composite Table of Respondents’ Demographic Details 96
4.1.2 Frequency of Exposure to
Telecommunication Operators’ Promotional Messages 100
4.1.3 Awareness of Monetary Sales
Promotion Typology on Interactive Media 101
4.1.4 Awareness of Non-Monetary Sales
Promotion Typology on Interactive Media 103
4.1.5 Brand
Awareness of Telecommunication Operators on Interactive Media 105
4.1.6 Perceived Brand Quality of Telecommunication Operators on Interactive Media 106
4.1.7 Brand
Association of Telecommunication Operators on Interactive Media 108
4.1.8 Brand Loyalty to Telecommunication Operators on
Interactive Media 109
4.1.2.1a Model Summary for the Influence of
Monetary Sales Promotion Typology on Brand Awareness of Telecommunication Operators on Interactive Media 110
4.1.2.1b Simple Linear Regression showing the
Influence of Monetary Sales Promotion Typology on Brand Awareness of Telecommunication Operators on Interactive Media 110
4.1.2.2a Model Summary for the Influence of Monetary sales promotion typology on perceived brand quality of telecommunication operators on interactive media 111
4.1.2.2b Simple Linear Regression showing the
Influence of Monetary sales promotion typology on perceived brand quality of telecommunication operators on interactive media 111
4.1.2.3a Model Summary for the Influence of Monetary sales promotion typology on the brand association of telecommunication operators on interactive media 112
4.1.2.3b Simple Linear Regression showing the
Influence of Monetary sales
promotion typology on the brand association of telecommunication operators on interactive media 112
4.1.2.4a Model Summary for the Influence of Monetary sales promotion typology On brand loyalty of telecommunication operators on interactive media 113
4.1.2.4b Simple Linear Regression showing the
Influence of Monetary sales Promotion typology on brand loyalty of telecommunication operators on interactive media 113
4.1.2.5a Model Summary for the Influence of
Non-monetary sales promotion typology on brand awareness of telecommunication operators on interactive media. 114
4.1.2.5b Simple Linear Regression showing the Influence of Non-Monetary sales promotion typology on brand awareness of telecommunication operators on interactive media 114
4.1.2.6a
Model Summary for the Influence of Non-monetary sales promotion Typology on brand awareness of telecommunication operators on interactive media 116
4.1.2.6b Simple Linear Regression showing the influence of Non-Monetary sales promotion typology on perceived brand quality of telecommunication operators on interactive media 116
4.1.2.7a
Model Summary for the Influence of Non-monetary sales promotion Typology on brand association of telecommunication operators on interactive media. 117
4.1.2.7b Simple Linear Regression showing the influence of Non-Monetary sales promotion typology on brand association of telecommunication operators on interactive media. 117
4.1.2.8a Model Summary for the Influence of Non-monetary sales
promotion typology on brand loyalty of telecommunication operators on interactive media. 118
4.1.2.8b Simple Linear Regression showing the influence of Non-Monetary sales promotion typology on brand loyalty of telecommunication operators on interactive media. 118
4.1.2.9a Model
Summary showing the influence of telecommunication operators’ sales promotion typologies on brand equity 119
4.1.2.9b Multiple
Linear Regression showing the influence of telecommunication operators’ sales promotion typologies on brand equity 119
4.1.10 Summary of Findings 135
LIST
OF FIGURES
2.1 Conceptual Model of Sales Promotion and Brand Equity of Telecommunication Operators in Nigeria 12
2.2 Sales Promotion Strategies: Push or Pull or Both! 23
2.3 Aaker’s Perspectives of Brand Equity 34
2.4 Framework for Measuring Customer-Based Brand Equity 44
2.5 Market Share of GSM Telecommunication Operators in Nigeria 54
2.6 AIDA Model 67
4.1.1 Respondents’ Phone Type 97
4.1.2 Services Used by Respondents 98
4.1.3 Respondents’ Telecommunication Operators 99
4.1.4 Interactive Media through which
Respondents Receive Telecommunication Promotional Messages 99
4.1.5 Resultant Model 137
CHAPTER ONE
INTRODUCTION
1.1 Background to the
Study
Nigerian telecommunication industry has evolved into a competitive sphere as operators endeavour to entreat and win customers through various sales promotion strategies. Owing to this, it is a common phenomenon for organ
