ABSTRACT

The study examined the effect of sales promotion on customer brand loyalty among GSM users in Umuahia. The study examined the relationship between (free megabyte incentive, free air time/night call incentive and customer loyalty. Descriptive survey design was used. The data was obtained with the use of questionnaire as a result instructive. 309 questionnaire was distributed to respondent in Umuahia. The data was analyzed using multiple regression analysis with the aid of SPSS version 20. The study reveal that free megabyte, discount call incentive have significant effect in customer loyalty. It was recommended that GSM providers should focus attention on discount calls and NCC should ensure that GSM operator fulfill their sales promotion claims.     

TABLE OF CONTENTS

Title Page 

Title Page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of Contents vi

List of Tables ix

List of Figures x

Abstract xi

CHAPTER ONE 

INTRODUCTION 1

1.2 Statement of Problems 4

1.3 Research Objectives 5

1.4 Research Question 5

1.5 Statement of Hypothesis 6

1.6 Significance of the Study  6

1.7 Scope of the Study 7

1.8 Organization of Study 7

CHAPTER TWO

REVIEW OF RELATED LITERATURE 8

2.1 Conceptual Framework 8

2.1.1 Sales Promotion Examined 10

2.1.2 History of Sales Promotion 11

2.1.3  Types of Sales Promotion 12

2.1.4 Objective of Sales Promotion 13

2.1.5 Sales   Promotion    Tools   and   Programme   of Companies 16

2.1.6 Sales Promotion Strategies and Management 23

2.1.7 Planning and Designing the Sales Promotion Programme. 23

2.1.8 Measuring the Effectiveness of Sales Promotion 27

2.2 Theoretical Framework 28

2.3 Empirical Framework  33

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 INTRODUCTION 38

3.2 Research Design 38

3.3 Study Area 38

3.4 Population of Study 38

3.5 Sample Size Determination 39

3.6 Sampling Technique 40

3.7 Instrument 40

3.8 Validity 40

3.9 Reliability Test 40

3.10 Method of Data Analysis 42

CHAPTER FOUR

4.0 DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.1 General Description 42

4.2 Hypotheses Testing 49

CHAPTER FIVE 

5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS 52

5.1 Summary 52

5.2 Conclusion 52

5.3 Recommendation 52

References 54

Appendix