Sales Promotional Techniques and Consumer Patronage of GSM Communication Services in Delta State
Abstract
In this competitive business environment, organizations like telecommunication companies need to constantly stimulate sales through adoption of well-blended sales promotion strategies. This study is carried out to investigate the relationship between sales promotional techniques and consumer patronage of GSM Communication Services in Delta State of Nigeria. The study anchored on the theory of planned behaviour, adopted descriptive research design using a survey method. The population of the study comprises of consumers of GSM communication services in Delta State. The study used a structured questionnaire as instrument for data collection. Findings of the study indicate that free sample, price discount, and bonus offer are all positively and significantly related to consumer patronage of GSM communication services in Delta State. The research work concluded that there is a strong, significant and positive relationship between sale promotional techniques and consumer patronage of GSM communication services in Delta State of Nigeria, and recommends amongst others that GSM communication service providers should sustain on giving price discount to GSM users so as to entice them and also increase consumer patronage of GSM services.
Keywords
Consumer patronage
sales promotion
free sample
price discount
bonus offer
References
Adebisi, Y. (2018). The Effects of Promotional Mix Strategies on Organizational Performance. International Journal of Business and Economic Research, 10(6), 191–198. Adela, B. (2017).The effect of sales promotion on consumer buying behaviour: the case of commercial bank of Ethiopia. A Thesis for the Award of Masters of Arts Degree in Marketing Management. t St' Marry University Adeoye, A. A. & Ibiyinka, O.S. (2015). An assessment of the competitors ‘strategies of global system mobile (GSM) communication for service Providers in Nigeria. International Journal of Business and Management Review, 3(2), 59-68. Ajayi, G. O., Salawu, R. I., & Raji, T. I. (2020). A century of telecommunications development in Nigeria: What next? Ibadan, Nigeria: University Press Alowi, M. & Kani, Y. (2018). Impact of pharmaceuticalcompanies ‘promotional tools on physicians ‘prescription patterns: A systematic review. Journal of Applied Pharmacy, 10(3), 1-10. Amusat, W. A., Adejumo, D. A., &Ajiboye, F. A. (2023). Sales promotion as an antecedent of sales volume: A study of selected manufacturing industry in Ibadan,South Western Nigeria. Interdisciplinary Journal of Contemporary Research in Business, 4(11), 11-29. Antwi, B. A., & Gideon, A. (2019). The impact of sales promotional packages on customer switch and retention: Case of MTN and Vodafone, Ghana Ltd. International Journal of Academic Research and Reflection, 7(4), 26-41. Aprih, S., & Audi, R. S. (2021). Analysis toward purchase decision determinant factors. Asian Management and Business Review, 1(2), 155-164. Ashaduzzaman, M., Sohel, A., & Moniruzzaman, K. (2021). Consumer choice behavior towards mobile phone operators in Bangladesh. Journal of Arts, Science & Commerce, 2(4), 30 – Awoniyi, M.; Olufayo, T.; Oyekunle, O.; Osanyintolu, S. (2021). Impact of consumer sales promotion on consumer patronage of pharmaceutical products in Nigeria. European Journal of Accounting, Finance & Business, 17(27), 1-12. Bawa, K. & Shoemaker, R., (2014). The effects of free sample promotion on incremental brand sales. Marketing Science 23, (3), 345-363. Benumolo.E. S. R. (2021) .Effects of sales promotion campaigns on an organization’s sales performance (A Study ff Nigerian Bottling Company, NBC, and Lagos). Research Project Submitted to the Department of Business Administration, College of Humanities Management and Social Sciences, Mountain Top University, Ogun State, Nigeria. Bhatti, A., Mehar, M., Arif, S., & Younas, S. (2017). Impact of social media brand communication on brand knowledge: Mediating role of Brand Image & Brand Awareness Application of CBBE model theory of Keller. Journal of Management Info, 15(1), 1-22. Bloomenthal, A (2020). What is Bonus? Retrieved from www.investopedia.com on 26th September, 2020 Darko, E. (2022). The influence of sales promotion on consumer buying behaviour in the telecom industry; the case of Vodafone Ghana. Unpublished Master’s Thesis for business Administration Kwame Diansyah (2022).The Influence of Price and Promotion on Purchase Intention in Moderating Consumer Behaviour. Budapest International Research and Critics Institute-Journal (BIRCI-Journal).5, (2) Effiong, C., Effiom, E. I, Naomi, A. E. & Nneoyi, N. A. (2018). Strategic management of sales promotion techniques on products consumers of selected retail outlets in calabar metropolis of cross River State, Nigeria. Global Journal of Social Sciences. 1(7), 41-53 Ezenyilimba, E.; Mbah, C. C. & Eze, J. O. (2019). Effect of sales promotion on customer patronage of alcoholic beverages (A study of customers of alcoholic beverages in Aguata LGA, Anambra State). International Journal of Research in Management Fields, 3(4), 32-51. Familmaleki1, M., Aghighi, A. & Hamidi, K., (2015). Analyzing the influence of sales promotion on customer purchasing behaviour.InternationalJournal of Economics &Management Sciences. 4(4), 1-6 Gunawan, W., & Herdinata, F. (2021). The influence of promotional strategies on customer loyalty in the telecommunications sector. Journal of Marketing Research, 58(3), 223-240. https://doi.org/10.1002/jmr.1245 Heilman, C. M., Lakishyk, K. & Radas, S., (2021). An empirical investigation in-store sampling promotions. British Food Journal, 113: 1252-1266. Humayun, K. C., Nargis, P., Christian, W., & Michael, B. (2020). Consumer attitude toward mobile advertising in an emerging market: an empirical study. International Journal of Mobile Marketing, 1(2), 23 – 41. Ibrahim, O. (2020). Influence of consumer sales promotion on consumers’ purchasing behavior of retailing of consumer goods in Tema, Ghana. Journal of Marketing Management, 8(1), 24 – 36. Inman, J. J., Winer, R. S., & Ferraro, R. (2019). The interplay among category characteristics, customer characteristics, and customer activities on in-store decision making. Journal of Marketing, 73(5), 19-29. Jayaraman, K., Iranmanesh, M., Kaur, M. D. & Haron, H., (2023). Consumer reflections on “Buy One Get One Free” (BOGO) promotion scheme - An empirical study in Malaysia. ResearchJournal of Applied Sciences, Engineering and Technology 5(9), 2740- 2747. Jung, W.-J., Yang, S., & Kim, H.-W. (2019). Design of sweepstakes-based social media marketing for online customer engagement. Electronic commerce research, 20(1). Koukova, N. T., Srivastava, J. & Steul-Fischer, M., (2022). The effect of shipping fee structure on consumers’ online evaluation and choice. Journal of the Academy of Marketing Science 40(6), 759-770. koye, M.C. (2021). The effect of sales promotion on marketing of Coca-Cola drinks in Anambra State. International Journal of Innovative Social Sciences & Humanities Research 9(1):117-129 Krueger, N.F., Jr, Reilly, M.D. and Carsrud, A.L. (2020), “Competing models of entrepreneurial intentions”, Journal of Business Venturing. 15 (5/6), 411-432. Neha, S., & Manoj, V. (2023). Impact of sales promotion tools on consumer’s purchase decision towards white good (refrigerator) at Drug and Bhilai Region of CG, India. Research Journal of Management Sciences. 2(7), 10-14, Nochai, R. & Nochai, T. (2021). The influence of sales promotion factors on purchase decisions: A case study of Portable PCs in Thailand. International Conference on Financial Management and Economics, (11),1-26. Odoyo, C. O., Samuel, L., Benson, C. O., Silvance, A., & Solomon, O. (2018). Validation of Extended Theory of Reasoned Action to Predict Mobile Phone Money Usage. World Journal of Computer Application and Technology, 6(1), 1-13. Ogden, S., Minahan, S. & Bednall, D. (2017). Promotional Competitions: A Tax- onomy Of Campaign Framing Choices Integrating Economic, Informational and Affective Objectives. Journal of Promotion Management, 23(4), 449-480. Olorunleke, K. G. (2017). Sales promotion and purchasing decision of fast moving consumer goods in Ondo State. International Journal of Engineering Technology, Management, and Applied Sciences, 5 (8), 42-53 Olubusola T., O., Usman M.e, T. Y & Mustapha T, B. (2022). Investigating the effect of sales promotion on customer patronage of household appliances within Lagos metropolis. IRCOCAMM - International Review of Communication and Marketing Mix, 5(2), 119- Olukotun, G. Ademola, J., Olusegun, O., & Olorunfemi, K. (2022) the introduction of GSM services inAnyigba community and its impact on students’ economic pattern. Global Journal of Management andBusiness Research Finance, 13(8)34 – 45. Orji, M.G.; Oyenuga, M. & Ahungwa, A. (2020). Effects of sales promotion on consumer buying behaviour of food seasoning among Nigerian House Holds: A Case Study of Nestle Maggi Naijapot. Budapest International Research and Critics Institute-Journal (BIRCI- Journal), 3(1), 134-149. Osman, S., Fah, B. C. Y., & Foon, Y. S. (2021). Simulation of sales promotions towards buying beh
