Sales Promotional Activities of Telecommunication Companies on Subscribers’ Patronage

Abstract

This study aimed at evaluating the sales promotional activities of the telecommunication on subscribers’ patronage. The objective of the study aims at determining the relationship between sales promotion and need awareness, sales promotion and searching for information and sales promotion and purchase decisions by consumers. The study involves both primary and secondary data. The primary data was gathered from three hundred and twenty users of mobile phone in the Ogui sub-metro through questionnaire design and interview. The customers were selected using quota sampling technique. The secondary data were collected from previous studies, books, internet and journals. Data were analyzed using table and simple percentage, hypothesis were tested using chi-square statistics ( x2). We discovered among other things that there is relationship between sales promotion and patronage of mobile network service in telecommunication industry. We also found that Sales promotion does significantly help customers to search information on mobile telecommunication service. It was also revealed that Sales promotion does significantly create the need awareness on mobile telecommunication service. . In line with the above, we recommend among other things that the firms that is behind MTN should increase their sales promotions in order to increase their market share, Also firms should introduce appropriate platform that can publicize the various sales promotion programmes they offer to their subscribers and it again recommended that considering the keen nature of competition in the industry firms should be innovative so that they can introduce unique sale promotion programmes that can influence customers to their favour.