AN EVALUATIONOF SALES PROMOTION IN INCREASING THE LEVEL OF G.S.M NETWORK PATRONAGE AMONG USERS IN IDAH LOCAL GOVERNMENT AREA OF KOGI STATE.

This study evaluates the effectiveness of sales promotion as a tool for increasing the level of patronage of Global System for Mobile Communications (GSM) networks—specifically MTN, GLO, and Airtel—among users in Idah Local Government Area of Kogi State. The research aims to assess whether promotional activities such as bonuses, discounts, loyalty schemes, and free data significantly influence consumer behavior and subscriber loyalty in a semi-urban Nigerian context. A descriptive survey design was employed, using structured questionnaires to gather data from 800 randomly selected GSM subscribers within Idah LGA. The study explored four key variables: the effect, effectiveness, relationship, and influence of sales promotion on network patronage. Data were analyzed using simple percentage distribution and chi-square statistical techniques to test the formulated hypotheses. Findings revealed that sales promotion has a statistically significant effect on increasing GSM patronage in the study area. A majority of respondents acknowledged that promotional offers influenced their choice and continued use of a specific network provider. The study concluded that sales promotion remains an essential marketing strategy for telecom firms aiming to grow market share and foster customer retention in rural and semi-urban environments. The research recommends that GSM operators should intensify targeted, value-driven promotional activities and integrate feedback from local users to improve service efficiency. Furthermore, management should periodically evaluate the impact of such promotions to ensure cost-effectiveness and customer satisfaction.