MARKETING OF COMMUNICATION SERVICES

(A CASE STUDY OF NIGERIA TELEVISION AUTHORITY CHANNEL 8 ENUGU)

By

ANI LOUISA OGOM

Presented To

Department of Marketing

    This research work is mainly on the marketing of communication services in our Nigerian television with special emphasis to Nigeria television authority Channel 8 Enugu.  The data needed for this study was collected from the employers/staff of the television house.  The objective is to find out how this channel will be able to reach it’s numerous customers with adequate and reliable information at their door post around and all over the world.  Also to determine the amount of satisfaction customers derive from the present state of communication services by the channel.
    The research methodology employed were  questionnaire and observations of how communications services are marketed to reach its numerous customers.  Also Desk research was employed and most of the vital information was collected from both primary and secondary sources of data collection.  However, the use of statistical models and chi-square was not used to test the hypothesis because the population used was not definite.  From the analysis of the data obtained it was discovered that Nigeria television Authority Channel 8 Enugu has a very vast area of coverage.  That the quality of their services is able to meet the needs and demands of this numerous customers.  With the observations made by the research, It was recommended that the Nigerian Television authority channel 8 Enugu should do the following.
(a)    Should maintain their high quality of services.
(b)    The Nigerian Television authority channel 8 Enugu should continue to be customer oriented by paying attention to customers complain if their is any.  So that they will be increased efficiency in their marketing of communication services.

Title page                                        ii
Approval page                                    iii
Dedication                                        iv
Acknowledgement                                    v
Abstract                                        vi
Research Proposal                                    viii
Table of contents                                    x

CHAPTER ONE
1.1    Introduction                                    1
1.2    Statement of the problem                            4
1.3    Objective of the study or statement                    6
1.4    Hypothesis                                    7
1.5    Limitations and delimitation                        8
1.6    Definition of terms.                            9

CHAPTER TWO            
2.1    Literature review                                13
2.2    Television marketing                            18
2.3    Problems of the television Industry Nigeria                20
2.4    Problems encountered                            21
2.5    Characteristics of services                        22
2.6    Marketing mix for services                        23
2.7    Improving service quality and productivity                25
2.8    Improving service productivity                        26
2.9    Branding of services                            27
2.10    Positioning of service                            29

CHAPTER THREE
Methodology                                    32
3.1    Researcher design                                32
3.2    Sources of data                                32
3.3    Population of study                            32
3.4    Sample size determination                        33
3.5    Sample techniques                                35
3.6    Method of data collection                        35    
3.7    Validation of research instrument                    36
3.8    Questionnaire allowance and administration                36
3.9    Method of data analysis                            38
3.10    Significance of study                            38

CHAPTER FOUR
4.0    Analysis and presentation of data                    40

CHAPTER FIVE        
Conclusion                                        54
5.1    Recommendations                                56
5.2    Summary                                    58
Bibliography                                    60
Appendix I
Appendix II