ADOPTION OF CONSUMER SALES PROMOTION BY MOBILE PHONE DEALERS IN NIGERIA (A CASE STUDY OF D-RAY MOBILE COMMUNICATION)
Abstract
Abstract
This study examines the adoption of consumer sales promotion strategies by mobile phone dealers in Nigeria, with a specific focus on D-Ray Mobile Communication. The research aims to understand how Mobile phone dealers utilise sales promotions to enhance customer engagement, drive sales, and improve market competitiveness in Nigeria’s dynamic telecommunications sector. Using a case study Approach, data were collected through surveys, interviews, and observations of D Ray Mobile Communication’s sales promotion activities. The findings reveal that mobile phone dealers in Nigeria, particularly D Ray, adopt a variety of promotional strategies, including discounts, loyalty programs, and Bundle offers, to attract customers and differentiate themselves from competitors. The study identifies Key factors influencing the adoption of these strategies, such as customer demand, market competition, and technological advancements. Additionally, it highlights the challenges faced by mobile phone dealers, including limited resources, market saturation, and the need for more personalised promotions.
Keywords: Consumer Demand, Market Sales, Promotions, Satisfaction, Communication, Mobile Phone Dealers, Promotional Strategies and Loyalty.
WORD Count: 260
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