MASS MEDIA BRAND LOYALTY AND PROMOTIONAL STRATEGIES IN THE MOBILE INDUSTRY
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MASS MEDIA BRAND LOYALTY AND PROMOTIONAL STRATEGIES IN THE MOBILE INDUSTRY
Chapter one
INTRODUCTION
1.1 Background of the Study
Businesses all around the world have historically struggled to have their products accepted or sold in the market (Arens, W.F. 2004). Until recently, producers had found it difficult to break into the market in such a way that prospective purchasers were encouraged to acquire their products and remain loyal to the company’s products. However, the advent of marketing has opened the road for success for manufacturers and marketers worldwide.
The origins of marketing may be traced back to the social interaction age, when humans began engaging with one another and formed an exchange procedure known as the Barter System. Arens, W.F. (2004).
As time passed, stockpiles of commodities began to build up as demand fell behind production. This resulted in purposeful efforts to move extra produce through efficient distribution and convincing selling.
As a result, the emphasis was on sales management rather than marketing management, and this era became known as the selling era. With the intensification of selling efforts and the emergence of consumer empowerment as a result of improved education and increased purchasing power, consumers became choosy, refusing to buy products that did not meet their taste, regardless of the amount of personal selling or advertising that supported it, Oyeniyi O. (2011).
This new consumer behaviour resulted in significant product failure since customers buy items to meet their needs rather than because they exist, according to Oyeniyi O. (2011). This prompted corporations to analyse consumer wants before producing goods capable of meeting those needs.
During this age of marketing, numerous market methods were used to win the hearts of consumers and keep them devoted to a specific company’s goods.
Producers have now focused on developing diverse tactics for winning a highly competitive market in order to maintain market leadership. As a result, many marketing methods have been implemented over time (Robert, 2012).
In Nigeria, the mobile business is highly competitive, and telecom carriers use a variety of sales promotion methods to appeal to and attract clients.
The Nigerian mobile sector is attaining maturity, with decreasing average profit. With strong competition, telecom operators must work hard to minimise costs, acquire new customers, keep existing ones, and increase profits in order to preserve their businesses’ long-term viability.
In Nigeria, there are four major telecommunications operators (MTN, GLO, AIRTEL, and ETISALAT) that offer Global Systems of Mobile (GSM) services, as well as several mobile fixed wireless firms that offer Code Division Multiple Access (CDMA).
Nigeria’s telecommunications business is one of the largest in Africa, with over 70 million GSM customers and still growing, with one of the greatest fixed line revenue and a total revenue of US$14 billion in December 2009 (NCC, 2010).
The Nigerian mobile business has seen fierce rivalry in recent years, resulting in aggressive usage of various market techniques adopted by telecommunications market participants to strengthen their brands by appealing to stakeholders’ good consciences Oyeniyi O. (2011).
For forward-thinking companies, the continuous and varied application of these methods has proven helpful in increasing their company image and turnover.
Dominant businesses like as MTN, GLO, ETISALAT, and AIRTEL, among others, have been seen in the past devoting significant amounts of money to the implementation of numerous commendable marketing campaigns.
Others have even modified their various promotions in order to target the less fortunate and rural elements of society, who make up a significantly larger population (National Census, 2006).
It is hoped that the challenges presented in this study would pique the interest of not just marketers, researchers, and students, but also policymakers and planners from business and government.
This study intended to explore the marketing methods used by telecommunication marketers and how they affect market dynamism. It also intends to determine the relationship that exists between marketing strategies adopted by telecommunication firms and the huge sales recorded annually by operators in the Nigerian telecommunication industry using Globacom Limited as a case study focussing on the relative performance, the importance, and success of the chosen case study which was used to draw generalisations on the Nigerian.
telecommunications market.
1.2 SCOPE OF THE STUDY.
The purpose of this study is to explain mass media, brand loyalty, and promotional techniques in Nigeria’s mobile business.
1.3 Statement of Problem
Advances in technology (particularly information technology) and globalisation have altered the way the world does business, offering consumers with increased convenience.
The 18th century’s Industrial Revolution ushered in a new economy characterised by mass manufacture of standardised products, mass distribution of these products to consumers, and mass media vehicles carrying standardised advertising messages.
1.4 PURPOSE OF THE STUDY
The study’s goal is to determine how much consumers can be affected by promotional methods used in Nigeria’s mobile business.
It is well recognised that advertising is a revenue-generating area for any functional media house; it contributes to the media house’s sustainability. Everyday advertising gets a fresh boost.
It develops over time. Firms and corporations do not use their product commercials to fund both local and network programs. This is done to increase the visibility of their products and services, which will aid in the promotion of businesses and sales. As a result, advertisers use several tactics to accomplish effective advertising campaigns.
1.5 Significance of the Study
The aim of this study is to determine whether promotional methods in the Nigerian mobile sector have an impact on consumers, either positively or negatively.
This is significant because it will create an ideal environment for healthy competition based on the success of their advertisements. It will also assist advertising agencies and professional advertisers in developing their advertising campaigns.
1.6 RESEARCH QUESTION.
This study will look into the following questions that are likely to arise as a result of the employment of promotional methods in Nigeria’s mobile business and the impact they have on consumer purchasing behaviour:
1. Do customers recall marketed products with promotional techniques better than those without promotional methods?
2. Do promotional methods have an impact on customer purchasing patterns?
3. Does using promotional methods improve the trustworthiness of the products?
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