ABSTRACT

This study titled influence of cooperate social responsibility on brand preference in the telecommunication industry- Case of MTN Nigeria, set out to determine if MTN' s corporate social responsibility programmes on youth empowerment, education and health improvement have contributed in building the brand of the company. A survey research design was used for this study whereas both primary and secondary data was collected for the study. The research tool used was questionnaire. The study population consisted of the management and staff, and subscribers of the 

company's services. Major findings of the study included that cooperate social responsibility does influence peoples choices of brands in the telecommunication industry, that subscribers would encourage their friends and families to subscribe to the MTN brand because of its cooperate social responsibility programmes, its efforts on educational improvement has helped in building the brand image of the company. Based 'on the findings, the researcher recommends the following; MTN Nigeria should make sure its CSR programmes are implemented in all states of the country bearing in mind that it has the widest coverage amongst telecommunication companies In Nigeria, MTN Nigeria must come up with CSR programme that seeks to provide solution to the specific needs of each people in a particular locality and Lastly, customer opinion should be researched on by the company to know which areas it can improve in its CSR programmes.

TABLE OF CONTENTS

Title Page - - - - - - - - - i

Declaration - - - - - - - - - ii

Certification - - - - - - - - - iii

Dedication - - - - - - - - - - iv

Acknowledgement - - - - - - - - - v

Abstract- - - - - - - - - - vi

Table of Content - - - - - - - - vii

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study - - - - - - 1

1.2 Statement of Problem - - - - - - - 4

1.3 Objective of Study - - - - - - - 5

1.4 Research Questions - - - - - - - 5

1.5 Significance of the Study - - - - - - 6

1.6 Scope of the Study - - - - - - - 6

1.7 Limitation of Study - - - - - - - 7

CHAPTER TWO: REVIEW OF LITERATURE

2.0 Introduction - - - - - - - - 8

2.1 Nature of Corporate Social Responsibility - - - - 8

2.2 Stakeholders in CSR - - - - - - - 10

2.3 Background of CSR - - - - - - - 11

2.4 Perspectives of CSR - - - - - - - 13

2.5 CSR in Nigeria - - - - - - - - 16

2.6 Benefits of CSR - - - - - - - - 24

2.7 CSR and Public Relations - - - - - - 30

2.8 Brands and Brand Telecommunication Industry - - - 32

2.9 Profile of MTN Nigeria - - - - - - - 34

2.10 MTN Foundation - - - - - - - - 35

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research Design- - - - - - - - 38

3.2 Sources of Data - - - - - - - - 38

3.3 Population of Study - - - - - - - 38

3.4 Sample Size Determination - - - - - - 39

3.5 Sampling Technique - - - - - - - 41

3.6 Design of Research Instrument - - - - - 41

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA - - - 42

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION 

5.1 Summary of Findings- - - - - - - 62

5.2 Conclusion - - - - - - - - - 63

5.3 Recommendations - - - - - - - 64

References- - - - - - - - - 66