THE IMPACT OF ADVERTISING ON SALES OF MOBILE PHONE IN ENUGU METROPOLIS

(A CASE STUDY OF AIRTEL)

ABSTRACT

This study is intended to find out the impact of Advertising on the sales of mobile phone in Enugu metropolis. This include investigating whether Advertisement help’s in the sales of mobile phone and also know whether advertising is necessary in making telephone user to be aware of telecommunication services, in terms of moral, ethnics and norms in the advertisement of telecommunication services. Further more, the study is also intended to find out if the seller undertake advertising in view of it’s impact to telecommunication services. The research questions are laid down which the researcher uses to see it his views about the services have any impact in telecommunication. The problem that encounter by many telecommunication in effort to advertise their service in a developing economy are also treated by review of related literatures. The researcher carried out various researches in different telecommunication industries and data were obtained from questionnaire, Oral interview, and by observation. This comprises of primary and secondary data. Data that were obtained were analysed, the following summary of finding were made by the research Viz: that advertising play important role in effective marketing of telecommunication and maintenance of a large market share and consumer sees advertising as a very good programme because of the entertainment rhythm. It was also found that there are many communication media available to telecommunication in advertising their services. The researcher also find out that Airtel telecommunication services have clear definition of authority among the staff. The researcher further observed that the telecommunication lay much emphasis on rendering high quality services to their customers. The following recommendation were also made by the researcher that the telecommunication should embark on advertising to create awareness. Instead of relying on recommendation of customers they should stress peculiar qualities. They posses and remove any part that are bound to conflict with general behaviour of the cultures should be considered properly before entrance profitability instead of price reduction.

TABLE OF CONTENTS

Title page         -       -       -       -       -       -       -       -       i

Certification     -       -       -       -       -       -       -       -       ii

Dedication       -       -       -       -       -       -       -       -       iii

Acknowledgement    -       -       -       -       -       -       -       iv

Table of contents     -       -       -       -       -       -       -       v

List of table and figures   -       -       -       -       -       -       X

CHAPTER ONE

INTRODUCTION      -       -       -       -       -       -       -       1

1.1      Background of the study -       -       -       -       1

1.2      Statement of the problem        -       -       -       -       3

1.3      Objective of the study      -       -       -       -       -       4

1.4      Significance of the study -       -       -       -       -       6

1.5      Scope of the study   -       -       -       -       -       -       6

1.6      Limitation of the study     -       -       -       -       -       7

1.7      Research Hypothesis       -       -       -       -       -       8

CHAPTER TWO

LITERATURE REVIEW   -       -       -       -       -       -       10

2.1      Marketing and marketing management   -       -       13

2.2      Why market telecommunication service   -       -       14

2.3      The impact of marketing in telecommunication industry-      -       -       -        -       -       -       -       23

2.4      Profile of Airtel Nigeria     -       -       -       -       -       26

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY   -       -       29

3.1      Sources of data        -       -       -       -       -       -       29

3.2      Survey instrument   -       -       -       -       -       -       29

3.3      Population of the study    -       -       -       -       -       30

3.4      Questionnaire administration -       -       -       -       34

3.5      Description of materials   -       -       -       -       -       35

3.6      Method of data collection         -       -       -       -       36

3.7      Validity and reliability of research instrument         40

3.8      Limitation of the study     -       -       --     -       -       41

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS         -       -       42

4.1      Data presentation and analysis       -       -       -       43

4.2      Test of hypothesis    -       -       -       -       -       -       60

4.3      Test of hypothesis I  -       -       -       -       -       -       61

4.4      Test of Hypothesis II-       -       -       -       -       65

CHAPTER FIVE

SUMMARY OF FINDINGS, RECOMMENDATION AND CONCLUSIONS -       -        -       -       -       -       -       70

5.1      Summary of finding         -       -       -       -       -       71

5.2      Recommendations   -       -       -       -       -       -       74

5.3      Conclusion      -       -       -       -       -       -       -       76

Bibliography    -       -       -       -       -       -       -       77

Questionnaire -       -       -       -       -       -       -       79

Appendix         -       -       -       -       -       -       -       -      81

LIST OF TABLES

Table 4.1:        Variations in Sex and Age        -       -       43

Table 4.2          Place of residence of respondents    -       44

Table 4.3:        Most preferred medium of communication45

Table 4.4:        Occupation of respondents      -       -       46

Table 4.5:        Interest in telecommunication         -       46

Table 4.6:        Telecom firms patronized by respondent47

Table 4.7:         Period of operating an account with the          firm        -       -        -       -       -       -       -       48

Table 4.8:        Types of account operated by respondents 49

Table 4.9:         rating of the present performance of the telecom firms    -       -        -       -       -       50

Table 4.10:       Means of communication used frequency by telecom to reach customers        -       -       51

Table 4.11:       Suggestions by respondents on what means of communications is most effective       52

Table 4.13:       Marketing of phone services increase sales and project   -       -        -       -       -       53

Table 4.14:       Indispensability of marketing as services in telephone organization     -       -       -       54

Table 4.15:       Factors influencing marketing tools and techniques used in the telecom. Firms         55

Table 4.16:       Impact of marketing on phone services    56

Table 4.17:       Method of improving services Table-       57

4.18:                Extent of marketing pools and principle as influence in sales volumes   -       -       58

Table 4.19:       Which of the following programmes do you consider worth while for profitability of the telecom firms-       -       -       -       -       59

CHAPTER ONE

INTRODUCTION