ABSTRACT
This study was carried out on: the examination of the impact of sales
promotion on the marketing of telecommunication services in Nigeria - case
study of Globacom, Enugu. Four hypotheses were drawn up and tested in
course of the study. They are - sales promotion does not positively impact on
telecommunication services marketing; sales promotion activities do not
create an edge in a highly competitive telecommunication market; sales
promotion activities do not create subscribers’ loyalty to telecommunications
brands; and sales promotion activities do not enhance telecommunication
services acceptability. The study adopted survey method of research and the
questionnaire was grossly relied upon for data collection. A sample size of 399
respondents was determined for the study and a copy of the research
instrument was administered to each one of them. However, a total of 21
copies of the questionnaire were either not appropriately filled or could not be
retrieved.
Consequently, 378 copies were used for analysis. The internet,
library, and Globacom documents/reports were sources of secondary data
used in the process of this study. Data collected from respondents were
presented and analysed in percentage tables, and through the SPSS 17.0
version (software of the computer), the T-test statistical tool was used to test
the hypotheses drawn up for the study. Having tested the hypotheses, the
following were revealed - sales promotion does positively impact on
telecommunication services marketing; sales promotion activities do create an
edge in a highly competitive telecommunication market; sales promotion
activities do create subscribers’ loyalty to telecommunications brands; and
sales promotion activities do enhance telecommunication services
acceptability. In view of the findings, eight recommendations were made,
some of which bothers on the need to always endeavour to clearly spell out
the objectives of sales promotion campaign, and the need for proper planning
when conceptualizing sales promotions campaign. Furthermore,
telecommunications services marketers should be creative and original as
much as possible when conceptualizing and designing sales promotion
campaigns.
