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THE MASS
MEDIA BRAND LOYALTY AND PROMOTIONAL STRATEGIES IN THE MOBILE INDUSTRY IN
NIGERIA
CHAPTER ONE
INTRODUCTION
1.1
BACKGROUND OF THE STUDY
From time past, businesses all over
the world has faced a great difficulty in getting their products acceptable or
sold in the market Arens, W.F. (2004). Until recently, producers had always
found it difficult to penetrate freely into the market in such a way that
prospective buyers are convinced to buy their products and stay loyal to the
company’s products. However, the emergence of marketing has paved the way of
success for producers and marketers globally.
The genesis of marketing can be traced
through the social interaction era, where human beings started interacting with
one another and through the interaction created exchange process by exchanging
goods for goods known as Barter System Arens, W.F. (2004). With time passing
by, stocks of goods started pilling up as demand started to lag behind
production. This led to the conscious efforts to push the excess produce
through efficient distribution as well as persuasive selling.
Hence, the emphasis was on sales
management at the detriment of marketing management, this era is referred to as
selling era. With the intensification of selling effort and the emergence of
consumer empowerment due to better education and increase in purchasing power,
consumers became choosy, refusing to buy products that do not meet their taste
irrespective of the amount of personal selling or advertising that backed it
up, Oyeniyi O. (2011).
This new behaviour of consumers led
to massive product failure since consumers buy products to satisfy their needs
and not because the products exist, Oyeniyi O. (2011). This then made companies
to identify consumer’s needs before going into production of goods capable of
satisfying those needs. This era of marketing is where various market
strategies were being employed to win the heart of consumers and maintain their
loyalty to a particular company’s product. Producers have now focused on
designing various strategies that can be used in conquering a heavily
competitive market in order to have the market leadership. Hence, various
marketing strategies have been used over the years (Robert, 2012).
In Nigeria, the mobile industry is
highly competitive and telecom operators attempt to appeal and win customers
through various sales promotion strategies. The Nigerian mobile industry is
entering its maturity phase, with reducing average profit. With fierce
competitive telecom operators must work hard to reduce cost, win new customers
and retain existing ones and increase profit to ensure sustainable development
of their businesses. There are four major telecommunication providers in
Nigeria (MTN, GLO, AIRTEL and ETISALAT) offering Global Systems of Mobile (GSM)
services with several mobile fixed wireless companies (Multi-links, Starcomms,
Visafone, Zoom-mobile etc) Code Division Multiple Access (CDMA). Nigeria
telecommunication industry is one of the largest in Africa with over seventy
(70) million GSM users and still growing with one of the highest fixed line
revenue and cumulative revenue of US$14billion as at December, 2009 (NCC,
2010).
The Nigerian mobile industry in the
past few years has witnessed stiff competition which has resulted in aggressive
use of various market strategies employed by telecommunication market players
to strengthen their brands by appealing to the good conscience of stakeholders
Oyeniyi O. (2011). For the forward looking ones, the consistent and divergent
use of these strategies has proved effective in improving their corporate image
and turnover. Dominant players like MTN, GLO, ETISALAT, AIRTEL among others
have been visible in the past committing substantial amount of money to the
employment of various laudable marketing strategies. Others have even redefined
their various promotions in order to reach the less privileged and rural
members of the society who are much more in population (National Census, 2006).
It is hoped that issues raised in this study will stimulate interest not only
among marketers, researchers and student but also among policy makers and
planners in industry and government.
This study sought to investigate
marketing strategies employed by telecommunication marketers as it can be
compared with its effect on market dynamism. It also intends to determine the relationship
that exists between marketing strategies adopted by telecommunication firms and
the huge sales recorded annually by operators in the Nigerian telecommunication
industry using Globacom Limited as a case study focusing on the relative
performance, the importance and success of the chosen case study which was used
to draw generalization on the Nigerian
telecommunication
market.
1.2 SCOPE OF
THE STUDY
This study
would attempt to explain the mass media, brand loyalty and promotional
strategies in the mobile industry in Nigeria.
1.3
STATEMENT OF PROBLEM
Advances in technology (especially
information technology) and globalization have changed the way in which the
world conducts business and are increasingly providing consumers with greater
conveniences. The Industrial Revolution of the 18th century led to a new
economy, which was defined in terms of mass production of standardized
products, mass distribution of these products to consumers and mass media
vehicles to carry standardized advertising messages.
1.4 OBJECTIVES OF THE STUDY
The study is aimed at examining the
extent to which consumers can be influenced by the use of promotional
strategies in the mobile industry in Nigeria.
It is a known fact that advertising
is money generating sector to any functional media house; It helps to sustain
the media houses. Everyday advertisement takes a new lift. It develops with
time. Firms and corporation non makes use of their product commercial to
sponsor both local and network programmes. This is done in order for their
products and services to get recognition which will in turn help to promote
business and sales. As a result of this, advertisers embark on different
strategies to achieve effective advertising promotions.
1.5
SIGNIFICANCE OF THE STUDY
The significance of this study
therefore is to know if promotional strategies in the mobile industry in
Nigeria has any impact on the consumer
either in a positive of negative way. This is important because it will create
and ideal scene for a healthy competition on the effectiveness of their
adverts. It will also help advertising agencies and professional advertisers in
planning their advert campaigns.
1.6 RESEARCH
QUESTION
This research will be used to
investigate the following question that are likely to arise because of the use
of promotional strategies in the mobile industry in Nigeria and the effect they
have on consumers buying behaviour:
1. Do consumers remember advertised product
that featured a promotional strategies more than that without a promotional
strategies?
2. Does promotional strategies use have any
impact on consumer’s buying pattern?
3. Does the use of promotional strategies
increase the credibility of the products?
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