ABSTRACT

The aim of this research project was to appraise the effects of sales promotion on customer patronage telecommunication services. This was done under the following specific objectives: assess if it is justified to spend large sum of money on sales promotion; examine the effects of sales promotion on customer patronage with respect to the product of Globalcom Nigeria Limited; determine the level of awareness of customers towards the company product or services; and make recommendations to Global Nigeria Limited for future sales promotional activities. Two hypotheses were tested. In the research methodology, the random sampling techniques were employed in gathering of data. Using Taro Yamani’s formula sample size of thirty-six (36) of Globalcom staff were drawn and using purposive sampling, seventy four (74) customers/ consumers/ subscribers and retailers from company’s sales territory. Finally, the chi square statistical techniques were used for the data analysis. Based on the research it was concluded that sales promotion is not a wasteful venture rather sales promotion has a high impact on the customer patronage, and that this impact has a significant effect turnover, as it positively influences the company’s profitability. It was recommended among others that for effective development of the sales promotion programme, the management needs to determine the size of the incentive, the conditions for participation, the duration of the programme, the distribution channel suitable for the particular programme and then it must establish timing for the promotion.

TABLE OF CONTENTS

Title Page i

Declaration ii

Certification , iii

Dedication iv

Acknowledgement v

Table of Content vi

Abstract x

CHAPTER ONE

1.0 INTRODUCTION 1

1.1 Background of the Study 1

1.2 Statement of the Problems 3

1.3 Research Questions 4

1.4 Objectives of the Study 4

1.5 Research Hypotheses 5

1.6 Significance of the Study 6

1.5 Limitations of the Study 6

CHAPTER TWO

2.0 LITERATURE REVIEW 9

2.1 Sales Promotion 9

2.2 Purpose of Sales Promotion 13

2.3 Effect of Sales Promotion on Customer Patronage 15

2.4 Types of sales Promotional Techniques 16

2.5 Developing the Sales Promotional Programme 19

2.6 Sales Promotional Planning and Strategy 21

2.7 The Problem Implementing Sales Promotional Programme 22

2.8 Historical Background of the Company Globacom 

Nigeria Unlimited 23

CHAPTER THREE

3.0 RESEARCH METHODOLOGY 29

3.1 Research Design 29

3.3 Area of the Study 30

3.4 Population of the Study 31

3.5 Sample Size and Sampling Techniques 32

3.6 Data Collection Method 33

3.7 Data Analysis Technique 34 

CHAPTER FOUR

4.0 RESULTS AND DISCUSSIONS 35

4.1 Analysis of Questionnaire 35

4.2 Employees Response to Effect of Sales Promotion 36

4.3 Customers Response to Effect of Sales Promotion 43

4.4 Hypothesis Testing 49

CHAPTER FIVE

5.0 SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

5.1 Summary of Finding 53

5.2 Conclusion 54

5.3 Recommendation 54

References

Appendix