SALES PROMOTION AS AN EFFECTIVE MARKETING STRATEGY IN THE TELECOMMUNICATION INDUSTRY A CASE STUDY OF AIRTEL NIGERIA LIMITED, KANO
Abstract
ABSTRACT
Sales promotion plays a very important role in the efficient marketing of products or goods and services. This study seeks to examine the impact of sales promotion as an effective marketing strategy in the telecommunication industry. The study employed both primary and secondary method of data collection with 310 registered subscribers of Airtel Nigeria Limited selected from total population of 5,756,497 through Taro Yamane’s (1967) formular as sample size for the study. The study employed survey approach through cross sectional design. Five points likert scale questionnaire ranging from strongly disagree to strongly agree was used to analyze the data using SPSS version 21. The findings of the study reveal that free calls increases Airtel’s market share. Moreover, free data has less influence on market performance and that low tariff has greater influence on the company’s market share. The study recommends that Airtel Nigeria Limited needs to reduce the rate charge on calls to other networks as marketing technique in order to gain more market share. There is also need for Airtel Nigeria Limited to minimize the rate at which free data is given to subscribers in order not to render majority of the subscribers lazy by staying on social media 24/7.
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