THE IMPACT OF ADVERTISING ON SALE OF MOBILE PHONE IN ENUGU METROPOLIS

By

OKEKE NNENNA ROSE.

Presented To

Department of Marketing

The main objective of the study is to highlight the contributions of advertising and marketing principles on sales of mobile phones, the factor that determine demand, pricing and distribution of the service in Nigeria.
The finding reveal that:
a.    more male avail themselves of mobile phone service than female as exemplified in the study where  66% of the respondents were male.
b.    it was noticed that  adult between age 31 and 40 years patronize mobile phone services that most, with a percentage 42.4% of total respondents within this age brackets.
c.    it was noticed that most of the respondents were either self employed or professionals in various field.
d.    it was noticed that most of the respondents resided in the independence layout, Emene, Achara layout while the fewest resided in Abakpa- Nike.
e.    In the course of this study, it was noticed that  58% of respondent were not interested in telecommunication while 7% indicated very strong interest.
f.    It was discovered that the telecom firms enjoyed customers loyalty with 53% of respondents patronizing their respective services for over 3 years.
g.    It was revealed that majority of the respondents exactly 51% preferred phone as their choice of communicating, ceting high response rate as their reason.
h.    The result also revealed that the main cause of customers dissatisfaction in existing telephone are delay tones, hug billing interruptions on the set and inefficiency of the firms staff.
I     The finding also revealed that services render to the new telecommunication firms are rated as excellent by their customers.
J    It was revealed that the major means of communication used by telecom firms to  advertise their services in television.
k.    Other promotional activities of telecom firms apart from advertisement includes; personal selling, promotional gift items, trade shows and sponsorship.
l.    most telecom customers see the attitude of their firms account executives as at best only accommodating with 54% of respondents indicating the belief.
m.    From the response of the telecom executives it was noticed that the firms marketing and strategies are influenced by the technological economic, competitive and social factor.
n.    The respondents also revealed that the impact of marketing techniques and strategies are noticed on the increasing net profit margin  market share and shareholder funds of the firms.

LIST OF TABLE AND FIGURES
Table 4.1 variations in sex and age.
Table 4.2 place of residence  of respondent
Table 4.3 most preferred medium of communication.
Table 4.4 occupation of respondents
Table 4.5 interest in telecommunication
Table 4.6  telecom. Firms patronized by respondents
Table 4.7 period of operating an account with the firms.
Table 4.8 types of account operated by respondents.
Table 4.9 rating of the present performance of the telecom firms.
Table 4.10 means of communication used frequently by telecom to reach customers
Table 4.11 suggestions by respondents on what    means of communication is most effective.
Table 4.12 necessity of marketing telephone service
Table 4.13 marketing of phone services increase sales and project.
Table 4.14  indispensability of marketing as services in telephone organization.
Table 4.15 factors influencing marketing tools and techniques used in the telecom. Firms.
Table 4.16 impact of marketing on phone services firms.
Table 4.17 methods of improving services.
Table 4.18 Extent of marketing pools and principles as influence n sales volume
Table 4.19 which of the following programmes do you consider worthwhile for profitability of the telecom firms.
Table 4.21 chi –square contingency table marketing principles information sales
Table 4.22 expected frequency (marketing effort and profit)



Title page                                    ii
Certification                                    iii
Dedication                                    iv
Acknowledgement                                v
Abstract                                    vi
List of table and figures                            ix
Table of content                                viii

CHAPTER ONE:
Introduction                                    1
1.1    Background of study                        1
1.2    Statement of the problem                        2
1.3    Objectives of the study                        4
1.4    Significance of the study                        5
1.6    Scope of the study                            5
1.6    Limitation of the study                        6

CHAPTER TWO
Literature Review                                7
2.1    Marketing & marketing management                9
2.2    Why market telecommunication service            11
2.3    The impact of marketing in telecom industry            18

CHAPTER THREE
Research design and methodology                    21
3.1    Source of data                            21
3.2    Survey instrument                            21
3.3    Population of study                        22
3.4    Questionnaire administration                    25   
3.5    Description of materials                        26
3.6    Method of collection                        26
3.7    Validity and reliability of research instrument        30
3.8    Limitations of the study                        30

CHAPTER FOUR
4.1    Data presentation and analysis of data                32
4.2    Test of hypothesis                            49
4.3    Test of hypothesis I                        50
4.4    Test of hypothesis II                        56

CHAPTER FIVE:
Summary of finding and recommendation.            60
5.1    Summary                                61
5.2    Recommendations                            63
5.3    Conclusion                                65
Bibliography.                            66