Select Currency
Translate this page

THE IMPACT OF SALES PROMOTION ON CUSTOMER'S LOYALTY IN THE NIGERIAN TELECOMMUNICATION INDUSTRY

Format: MS WORD  |  Chapter: 1-5  |  Pages: 64  |  1515 Users found this project useful  |  Price NGN5,000

  DOWNLOAD THE FULL PROJECT

THE IMPACT OF SALES PROMOTION ON CUSTOMER'S LOYALTY IN THE NIGERIAN TELECOMMUNICATION INDUSTRY

 

CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND OF THE STUDY

Every firm aims to make profit. It is generally agreed that one of the keys to making profit is boosting sales. To boost sales, a substantial number of customers must choose one’s product over and above that of its competitors on a substantial number of occasions. One of the surest way of ensuring this happens is to cultivate brand loyalty to one’s product or service. 

Brand loyal consumers are more likely to choose their preferred products and /or service over its competitors on a consistent basis. Considering the fact that consumers tend to be finicky with their choices, producers of rival brands tend to be uncompromising with product or service quality while being relentless with their marketing, wiggle room for product in a highly competitive environment is little or nonexistent and the margin of error is narrow. Brand loyal consumers tend to serve as a crucial even if sometimes unconscious support base for product and/or service is the fierce battle for patronage.
For any organization therefore broadening and deepening the base of brand loyal consumers is a key objective in fashioning out any marketing strategy for the brand. Indeed, brand loyalty has been proclaimed by some as the ultimate goal of marketing (Reicheld and Sasser, 1990).
Hence, this concern led to the study of sales promotion as it relates to customer loyalty. Sales promotion is inevitable for any type of organization that wants to stimulate sales.
According to the American Marketing Association (AMA) defines sales promotion as “media and non media marketing pressure applied for a predetermined, limited period of time in order to stimulate trial, increase consumer demand, or improve product quality”. But this definition does not capture all the elements of modern sales promotion.
Schoell and Guiltinan (1996) sees Sales promotion as any activity that offers an incentive for a limited period to induce a desired response for target customers, company sales people, or intermediaries.
Jobber (2004) simply captures sales promotion as a package of incentives to consumers or the trade that are designed to stimulate purchase. Sales promotion, a key ingredient in marketing campaigns, consists of a collection on incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers of the trade (Kotler and Keller, 2009). Sales promotion plays an important role in retaining old consumers and attracting new ones.
It has being established in literature that only consumers with repeat purchases are profitable (Nagar, 2009). This shows that sales promotion is vital and research must be done to explore it full potential fully. Against the background, this research work strives to broaden our understanding as it appears that sales promotion has to be integrated in order to gain customers’ loyalty in the Nigeria telecommunication industry. In Nigeria, the telecommunication sector is highly competitive and telecommunication operators attempt to appeal and win customers through various sales promotion strategies.
The Nigerian telecommunication industry is entering its maturity phase, with reducing average profit. With fierce competitive, telecommunication operators must work hard to reduce cost, win new customers and retain existing ones and increase profit to ensure sustainable development of their businesses.

1.2   STATEMENT OF THE PROBLEM

Every supplier wants to create and retain a loyal customer who engages in continued profitable business with him. Customer loyalty is the measure of success of the supplier in retaining a long term relationship with the customer. Marketers across the globe have to use sales promotional resources available to them efficiently and not to waste them under any circumstances.
Worldwide survey indicates that consumers globally are changing their behavior towards product and services. Hence competitors seem to develop any available sales promotional strategy to retain existing customers.
The challenges of sales promotion is that its activities are required to generate awareness about not only their presence but also accentuate the importance of the brand, constantly emphasizing on the brand, the purchase of which would bring a host of other benefits for customers who buy the brand. 
The brand should be strong enough and should have enough qualities to motivate the consumers to buy it again once the sales promotional activities has succeeded in enabling the customer to buy the brand.
There is also a challenge of maintaining the market pressure of the brand. This happens through the constant emergence of new sales promotional activities for short time periods that main the freshness of the brand.
A sales promotion makes up one of the seven part of promotional mix. One of the benefits organization would derive from good sales promotion is that it can create up sell or cross sell opportunities for a business. Up sell or cross sell opportunities can result in word-of-mouth business from satisfies customer. This will generate more profit which can also be considered another benefit. 
The sales promotion can also cause the company to focus on marketing and create creative tasks for the marketing team at the company.

1.3    OBJECTIVES OF THE STUDY

The General objective of the study is to determine the impact of sales promotion on customers’ loyalty in the Nigerian Telecommunication Industry. Other specific objectives are:

1.  To Determine the Impact of Premium Sales Promotion on Customer Patronage.

2.  To Examine the Role of Sales Promotion through Consumer Contest on Brand Switching.

3.  To Evaluate the Effectiveness of Sales Promotion on Customer Loyalty.

1.4    RESEARCH QUESTIONS

Given the objective of the study above, the following research questions are thus formulated to guide the study:

1.  What impact does Premium Sales Promotion has on Consumer Patronage in the Telecommunication Industry.

2.  How can Sales Promotion through Consumer Contest Impact on

Brand Switching in the Telecommunication Industry.

3.  How does Sales Promotion Impact on Customer Loyalty in the Telecommunication Industry.

  DOWNLOAD THE FULL PROJECT

THE IMPACT OF SALES PROMOTION ON CUSTOMER'S LOYALTY IN THE NIGERIAN TELECOMMUNICATION INDUSTRY

Not The Topic You Are Looking For?



For Quick Help Chat with Us Now!

+234 813 292 6373

+233 55 397 8005


HOW TO GET THE COMPLETE PROJECT ON THE IMPACT OF SALES PROMOTION ON CUSTOMER'S LOYALTY IN THE NIGERIAN TELECOMMUNICATION INDUSTRY INSTANTLY

  • Click on the Download Button above.
  • Select any option to get the complete project immediately.
  • Chat with Our Instant Help Desk on +234 813 292 6373 for further assistance.
  • All projects on our website are well researched by professionals with high level of professionalism.

Here's what our amazing customers are saying

Ibrahim Muhammad Muhammad
Usmanu danfodiyo university, sokoto
It's a site that give researcher student's to gain access work,easier,affordable and understandable. I appreciate the iproject master teams for making my project work fast and available .I will surely,recommend this site to my friends.thanks a lot..!
Excellent
Dau Mohammed Kabiru
Kaduna State College of Education Gidan Waya
This is my first time..Your service is superb. But because I was pressed for time, I became jittery when I did not receive feedbackd. I will do more business with you and I will recommend you to my friends. Thank you.
Very Good
Stancy M
Abia State University, Uturu
I did not see my project topic on your website so I decided to call your customer care number, the attention I got was epic! I got help from the beginning to the end of my project in just 3 days, they even taught me how to defend my project and I got a 'B' at the end. Thank you so much iprojectmaster, infact, I owe my graduating well today to you guys...
Excellent
Peace From Unilag
I cried not knowing how to go about my project but the day i searched online and saw iprojectmaster, i called and got my full project in less than 15minutes, i was shocked!
Excellent
Gbadamosi Solomon Oluwabunmi
Lasu
Swift delivery within 9 minutes of payment. Thank you project master
Excellent
Temitayo Ayodele
Obafemi Awolowo University
My friend told me about iprojectmaster website, I doubted her until I saw her download her full project instantly, I tried mine too and got it instantly, right now, am telling everyone in my school about iprojectmaster.com, no one has to suffer any more writing their project. Thank you for making life easy for me and my fellow students... Keep up the good work
Very Good
Oluchi From Michael Opara University
If you are a student and you have not used iprojectmaster materials, you are missing big time! iprojectmaster is the BEST
Excellent
JONNAH EHIS
Ajayi Crowther University, Oyo
I was scared at first when I saw your website but I decided to risk my last 3k and surprisingly I got my complete project in my email box instantly. This is so nice!!!
Excellent
Abubakar Iliyasu Hashim
Federal college of education pankshin affiliated to university of jos
I am highly impressed with your unquantifiable efforts for the leaners, more grace to your elbow.I will inform my colleagues about your website.
Very Good
Samuel From Ajayi Crowther University
You guys just made life easier for students. Thanks alot iprojectmaster.com
Excellent

FREQUENTLY ASKED QUESTIONS

How do I get this complete project on THE IMPACT OF SALES PROMOTION ON CUSTOMER'S LOYALTY IN THE NIGERIAN TELECOMMUNICATION INDUSTRY?

Simply click on the Download button above and follow the procedure stated.

I have a fresh topic that is not on your website. How do I go about it?

How fast can I get this complete project on THE IMPACT OF SALES PROMOTION ON CUSTOMER'S LOYALTY IN THE NIGERIAN TELECOMMUNICATION INDUSTRY?

Within 15 minutes if you want this exact project topic without adjustment

Is it a complete research project or just materials?

It is a Complete Research Project i.e Chapters 1-5, Abstract, Table of Contents, Full References, Questionnaires / Secondary Data

What if I want to change the case study for THE IMPACT OF SALES PROMOTION ON CUSTOMER'S LOYALTY IN THE NIGERIAN TELECOMMUNICATION INDUSTRY, What do i do?

Chat with Our Instant Help Desk Now: +234 813 292 6373 and you will be responded to immediately

How will I get my complete project?

Your Complete Project Material will be sent to your Email Address in Ms Word document format

Can I get my Complete Project through WhatsApp?

Yes! We can send your Complete Research Project to your WhatsApp Number

What if my Project Supervisor made some changes to a topic i picked from your website?

Call Our Instant Help Desk Now: +234 813 292 6373 and you will be responded to immediately

Do you assist students with Assignment and Project Proposal?

Yes! Call Our Instant Help Desk Now: +234 813 292 6373 and you will be responded to immediately

What if i do not have any project topic idea at all?

Smiles! We've Got You Covered. Chat with us on WhatsApp Now to Get Instant Help: +234 813 292 6373

How can i trust this site?

We are well aware of fraudulent activities that have been happening on the internet. It is regrettable, but hopefully declining. However, we wish to reinstate to our esteemed clients that we are genuine and duly registered with the Corporate Affairs Commission as "PRIMEDGE TECHNOLOGY". This site runs on Secure Sockets Layer (SSL), therefore all transactions on this site are HIGHLY secure and safe!