DR. EZE, Ikechukwu Bernard1 DR. GBAGOLO M.O. Henry2
Department Of Management Science, Nigeria Police Academy Wudil, Kano
EMAIL: bernardeze9@gmail.com, Phone: +2347037674493
Abstract
Today, it is difficult in Nigeria for one month to pass without the market witnessing consumer sales promotion activities with varying degrees of incentives both financial and non-financial. Companies that engage in the promotion belief that the promotion incentives influence customers choice of their products and services, and enhance their profit level. This study assessed the effects of promotion strategies of telecommunication firms on customer choice of the firms in North Central, Nigeria. A survey design anchored on mixed research was adopted for the study. The population for the research was 27,476,820 active customers of the telecom firms according to Nigerian Communication Commission year 2023 report with a sample size of 384 customers raised from the population with the help of Research Advisor (2006) sample size determination table. The customers were distributed and selected from the study area with judgmental and convenience sampling techniques. Data for the research were collected with questionnaire and analyzed with Spearman Rank Order Correlation. The result revealed that promotion strategies have positive effects on customers choice of telecom firms and therefore concluded that they are strong determinant of which firm customers patronize. Managers of the firms were advised to give attention to promotion strategies in their marketing plan in order to attract more customers to patronize their services.
Keywords: Discount strategies, premium strategies, bonus strategies, repeat purchase, loyalty.