An Evaluation of Sales Promotion in Increaseing the Levels of Network Patronage in the Telecoms Industry
Abstract of An Evaluation of Sales Promotion in Increaseing the Levels of Network Patronage in the Telecoms Industry
The study examined sales promotion as a persuasive activity hence is the direct and indirect communication used by firms to influence present and potential customers fro the purpose of making sales. This study was in the main time, exploratory and descriptive. Data were collected on source specific objective adopted for the resources. Data collection method employed primary sources eg personal interviews and questionnaire and secondary data example books, newspaper and so on. These data were analyzed with some simple statistical looks such as percentage tables and significant level. The study also considered whether ‘advertising medium message to the target audience among others. It was known that the philosophy of the company mobile Telecommunication Network Nigeria limited Aba promotion is not different from what other marketing
• companies have been practicing. Sales promotion has great influence in the buying behaviour of customers. Most industries in Nigeria have riot yet embraced full promotional consciousness. Effective sales promotion could help companies to survive the stifle competition in business, operation.
Chapter One of An Evaluation of Sales Promotion in Increaseing the Levels of Network Patronage in the Telecoms Industry
INTRODUCTION
It has been discovered that sales promotion as one of promotional tools, it is very important to mobile phone industries such as MTN Uyo.
This project/research work evaluate the impact of sales promotion on the choice and use of mobile phone times when sales promotion is carried out.
This research work will be benefit to the firm in study (MTN) customers and public at large. This is because, at the end at this research work and interested person or the firm will see how sales promotion affect the sales of mobile phone times.
The research himself is of great interest is the study because of the prevailing sales promotion going or the communication sector.
BACKGROUND OF THE STUDY
This has to do with the situation analysis of the firm in question via MTN Uyo. It is also known as SWOT analysis which, constitutes the strength, weakness, opportunity and threat of the firm. Therefore, the research want to find out the relationship between sales promotion and the service of MTN UYO.
MTN Uyo has been trying in the area of sales promotion and this has marked up the sales of MTN Lines (SIM PACK). But the researcher observes that MTN Uyo should continuously embark on sales promotion in order to retain its world market share.
In the same vein, it have been observed that other mobile phone industries such as Celtel and Globalcom are up and coming in the area of sales promotion.
This means that there is shift competition existing in the market of mobile phones lines. It was also the adventure of sale promotional campaign that has made the former monopolist (NITEL) in communication to lose its market share.
MTN Uyo should identify new market opportunity by studying the buying behaviour and needs of consumer on coming up with the necessary sales promotion. In achieving this goals, such question should be administered, who are the customers, what do the want; how and where do they want it, who are the potential and buyer; why are they not ready to buy; how much will they want to buy and at what profit to the firm.
A question arose, whether advertising have not achieved the aim of increased sales in MTN lines (SIM PACK). The answer tot his is (not even extent). Advertising was pivotal way of making increased sales but nowadays it doesn’t work like sales promotion.
Little wonder why Stanton (1991) defined sales promotion as activities other than personal selling, advertising, publicity that stimulates consumer purchasing and dealer effectiveness such as displays, shows, exhibitions and demonstration.
The market of MTN lines (SIM PACK) constitutes the public at large with dynamic nature. It becomes necessary to embark on sales promotion incentives.
One may ask how far sales promotion can go to ensure an increased sale of mobile phone lines. It is therefore n the course of answering this question that prompted the researcher to embark on this research work.
STATEMENT OF PROBLEMS
The pivotal aim of very research work is to solve problems deleting to the study. There are variable that affect the full administration of sales promotion in this mobile phone industry (MTN) such variable are programme timing, programme design appreciation of sale promotion by customers and the channel of reaching the target market with sales promotional programmes.
One may ask why Nitel is at the of communication today. It is because of the application of marketing concept and the affore-mentioned sales promotional activities.
Therefore, the research observes the problems as follows:
i. Lack of sales promoting programme timing.
ii. Inadequacy of formulating programme design stragies which is general towards achieving a positive response from customer during sales promotional campaign
iii. Valueless and unapplication of sales promotion incentives by customers.
The above problems will be investigated by the researcher so as to proffer solutions to them at end of this research work.