EFFECT OF ADVERTISING ON THE SELECTION OF GSM SERVICE PROVIDER IN ABIA STATE, NIGERIA

ABSTRACT

This study analyzed the effects of socio-economic characteristics of advertising on the selection of GSM service provider in Abia State, Nigeria. The population of the study will adopt a purpose sampling techniques in the course of study. The study will focus on the major sub-urban areas of the Local Government Area (L.G.A) namely: Umukabia, Afugiri, Ndume and Isieke. However, 30 households will be selected from each of the four (4) areas. This will give us 120 respondents selected for the study. The instrument used to collect relevant data was a structured questionnaire. Descriptive statistics was used to analyze data on the first three research questions while correlation coefficient model was used for the third. It was found that age, education, income and gender play critical role in the effect of socio-economic of advertising on the selection of GSM service provider. It was recommended that an attractive means of advertisement should be stepped up to influence consumers in other to enable them make a better choice of GSM service.

TABLE OF CONTENTS

Title Page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Abstract ﾿ vi

Table Contents ﾿        vii-ix

CHAPTER ONE

1.0 ﾿ Introduction ﾿          1

1.1 ﾿ Background Information ﾿ 1

1.2 ﾿ Problem Statement ﾿          4

1.3 ﾿ Research Question ﾿ 5

1.4 ﾿ Objective of the Study ﾿          6

1.5 ﾿ Research Hypothesis ﾿ 6

1.6 ﾿ Significance of the Study ﾿ 6

CHAPTER TWO

2.0 ﾿ Review of Related Literature ﾿ 8

2.1 ﾿ Creating GSM Service Coverage in Nigeria ﾿           8

2.2 ﾿ GSM Operators Face Regulatory Crack Down on Advertising 

in Abia State, Nigeria ﾿         10

2.3 ﾿ Quality of Service Profile of the Nigeria GSM Network ﾿     ﾿         11

2.3.1 ﾿ The Impact on Advertising GSM Service in Nigeria ﾿         13

2.3.2 ﾿ The Impact on Advertising GSM Service Social Network in 

Abia State, Nigeria ﾿         14

2.4.1 ﾿ The Benefits of Advertising/Promoting GSM Service Provider 

in Abia State Nigeria ﾿ 14

2.5 ﾿ Quality of Service Analysis of GSM Telephone System in Nigeria ﾿ 15

2.6 ﾿ Stakeholder’s Perceptions of the Impact of a Global System

for Mobile Communication on Nigeria’s Rural Economy ﾿ 19

2.7 ﾿ Determinant of Customer Loyalty in Nigerians GSM Market ﾿ 21

CHAPTER THREE

3.0 ﾿ Research Methodology ﾿ 24

3.1 ﾿ Area of Study ﾿ 24

3.2 ﾿ Selection of Respondents ﾿ 25

3.3 ﾿ Method of Data Collection ﾿ 25

3.4 ﾿ Data Analysis ﾿ 25

3.5 ﾿ Model Specification ﾿ 26

4.0 ﾿ Results and Discussions ﾿ 27

4.1 ﾿ Socio-Economic Characteristics of the Respondents ﾿ 27

4.2 ﾿ The Relationship Between Advertising Media and Monthly 

Expenditure on Recharge Cards ﾿ 28

4.3 ﾿ The Effect of Advertising Media on the Selection of GSM 

Service Provider in the Study Area ﾿ 28

4.4 ﾿ Most Media Attraction in the Study ﾿ 31

CHAPTER FIVE

5.0 ﾿ Summary, Conclusion and Recommendation ﾿ 33

5.1 ﾿ Summary ﾿ 33

5.2 ﾿ Conclusion and Recommendation ﾿ 34

References ﾿ 35