THE EFFECTIVENESS OF PROMOTIONAL MIX ELEMENTS IN THE TELECOMMUNICATION SECTOR OF NIGERIA


THE EFFECTIVENESS OF PROMOTIONAL MIX ELEMENTS IN THE TELECOMMUNICATION SECTOR OF NIGERIA

Type: Project Materials | Format: Ms Word | Attribute: Documentation Only | Pages: 98 Pages | Chapters: 1-5 chapters | Price: ₦ 3,000.00

2,416 marked this research material reliable.
Call or whatsapp: +2347063298784 or email: info@allprojectmaterials.com
THE EFFECTIVENESS OF PROMOTIONAL MIX ELEMENTS IN THE TELECOMMUNICATION SECTOR OF NIGERIA

CHAPTER ONE

1.0       INTRODUCTION

1.1       BACKGROUND OF THE STUDY

Very often, individuals and organizations conceive promotion, narrowly as involving the process of persuading, buyers and casoling them to buy goods and services they showcase. Marketing develops as a society and it economy develops. The need for marketing them arises and grows as a society moves from an agrarian economy to a free marketing economy characterized by industrialization and competition.

Since products do not sell themselves, marketing then, has a basic challenges of presenting products in the market place as superior to their available substitutes. The downturn in the economy is pushing firms to begin to emphasize customers satisfying process rather than just merely goods and services producing process as it has been observed that consumers are becoming more rationale in their purchase decision, given the state of their dwindling disposal income.

Firms and producers on their part are further responding by developing superior strategy(s) aimed at pushing their products to the ultimate consumers. Here’s where contemporary marketing calls for more than developing a good product  or services, pricing  it adequately and making it available to target consumers (A chumba 2000) Firms should communicate  and promote their goods and services with  a view to winning the  potential customers choice decision, as it is , the customer’s decision  that determines whether  the organization  in the prosper.

 Udel (1997)  identifies marketing promotion as the most important facet of marketing strategy leading to success promotional mix are now accepted  by top management as effective tools  for  firm   to survive because product  managers are under great pressure to in crease their current market share, product awareness and perception, consumer loyalty, organization sales volume and profit.

Promotional mix elements have become the most powerful weapon used by sales and marketing practitioners, and organization to build their brands and make the business or organization to survive the hard times, most especially in this recessionary periods. Promotion is an exercise of informing the purchase of products. Promotion relates to those activities, which are designed to bring a company’s goods or services to the awareness of the consumers or ultimate consumer to their favourable attention.

Viewed at the pedestal level, marketing promotion is the act of transmitting information for marketing purposes. This comprises the elements such as advertising, personal selling, sales promotions and public relations/publicity which are commonly referred to as the promotional mix. Promotional mix elements are not mutually exclusive. Firms will require strategic mix of two or more of these elements depending on their type of products or services, promotional objective, completion, budget and the potential target market.

The various combinations of activities directed at matching the promotional tools to achieve the overall corporate goals are referred to as promotional strategy (Ogbechie 1997). Promotional strategy will hence be time and company determined. The reasons why firms undertake goods and services producing process is usually the result of indentified need(s) and effort at satisfying these need(s), using available organizational resources, at a profit to the producer.

This study is therefore carried out to measure the effectiveness of promotional mix elements on organizational profitability.

 

1.2       STATEMENT OF THE PROBLEM:

This fundamental goal of promotion is to cause a bodily shift of the demand curve to the right, thus allowing more units to be sold at a practical price or the same units to be sold at a higher price. The presence of Economic turn down has increased the relevance of promotion. Expenditure on promotion by organization in the service or product sector is therefore soaring to an all time high. Promotional activities are assuming more sophistication and innovation (Kotler 1984).

Firms, especially those within the same industry are matching each other wit for wit, promotion for promotion to attract and retain their customers. Recession apparently makes consumers more responsive to promotion activities by firms resulting in firms doing a shift in the fit but to acquiring substantial market share, winning back lost prospects or customers and competitors customers.

According to Onanuga (1992), promotion should be intensified at recessionary periods because too many goods will be chasing the same way. Engel et al (1983) suggested that certain economic environments are better suited to certain promotional campaign. Money-off or other types of cash refunds seem to work well when the economy is depressed, while contest and premium or other forms of non-price incentive may be more effective at times of relative prosperity.

Religious and cultural values may impact differently and put to question the effectiveness of some promotional mix elements employed. For example, Muslim faithful express serious resentment on the consumption of alcoholic beverages.

Ignorance of the promotion or product attributes and general back of awareness may cause consumers to express apathy and doubts on the sincerity of the firm’s claims to honour its promise to give out prizes.

Another obvious purpose such as health, consumers may have a mixed reaction to promotional activities. Diabetes and other consumer mindful of their health may be indifferent to juicy promotional campaign incentives.     

            

1.3       PURPOSE OF THE STUDY

The purpose of this study is:

i.             To determine the extent to which promotional mix elements impact on an organization performance.

ii.            To ascertain the level of relationship between promotional strategy and organizational profitability.

iii.           To identify the most effective promotional campaign tool elements to be employed by the industry at recessionary periods.

iv.          To attempt to establish a relationship if any between promotional campaign elements at recessionary periods on organizational profitability.

 

1.4       RELEVANT RESEARCH QUESTIONS

In a bid to accomplish the purpose of this study, attempts were made to fix appropriate answers to the following research questions.

1.           To what extent will the expenditure in promotion by organization affect the organization’s profit?

2.           What promotional strategy or strategies have been mostly adopted at these recessionary periods ad their effectiveness?

3.           To what extent can religious and cultural values affect sales promotional activities employed by firms to achieve their aims?

4.           To what extent does advertising create awareness on product attributes?

5.           To what extent will public relations influence consumers perception of the brands or product on religious or health grounds?

 

1.5       TESTABLE HYPOTHESES

In addition to the stated relevant research questions given above, this study tested the following hypotheses.

1.   Promotional strategy (Pragrammes) is a determination of organizational profitability

2.   Company’s derives benefits from using the promotional mix elements/tools

3.   There is a positive relationship between promotional programmes and sales volume.

 

1.6       SIGNIFICANCE OF THE STUDY

At times of depression, with its accompanying  low level real per capital income, higher consumer awareness and resistance, it be comes imperative for firms to respond appropriately by adopting viable promotional programmes in a  bid to increase her market share, retain consumers loyalty, turnover and margin.

Findings of the study  provides information that will serves as a guide to  prosper policy formulation, implementation and evaluation  of promotional strategy  by telecommunication firms at these austere period. Further more, it is expected to produce result which will enable professional marketers, policy maker, researchers and practitioners’ alike better apply and understand promotional strategies in terms of their functions and effectiveness on organizational objectives and profitability this is a frame work that will encourage further research endeavor in elevating the effectiveness of promotional programmes.

THE EFFECTIVENESS OF PROMOTIONAL MIX ELEMENTS IN THE TELECOMMUNICATION SECTOR OF NIGERIA

Additional Information

  • The Project Material is available for download.
  • The Research material is delivered within 15-30 Minutes.
  • The Material is complete from Preliminary Pages to References.
  • Well Researched and Approved for supervision.
  • Click the download button below to get the complete project material.

Frequently Asked Questions

In-order to give you the best service available online, we have compiled frequently asked questions (FAQ) from our clients so as to answer them and make your visit much more interesting.

We are proudly Nigerians, and we are well aware of fraudulent activities that has been ongoing in the internet. To make it well known to our customers, we are geniune and duely registered with the Corporate Affairs Commission of the republic of Nigeria. Remember, Fraudulent sites can NEVER post bank accounts or contact address which contains personal information. Free chapter One is always given on the site to prove to you that we have the material. If you are unable to view the free chapter 1 send an email to info@allprojectmaterials.com with the subject head "FREE CHAPTER 1' plus the topic. You will get a free chapter 1 within an hour. You can also check out what our happy clients have to say.


Students are always advised to use our materials as guide. However, if you have a different case study, you may need to consult one of our professional writers to help you with that. Depending on similarity of the organization/industry you may modify if you wish.


We have professional writers in various disciplines. If you have a fresh topic, just click Hire a Writer or click here to fill the form and one of our writers will contact you shortly.


Yes it is a complete research project. We ensure that our client receives complete project materials which includes chapters 1-5, full references, questionnaires/secondary data, etc.


Depending on how fast your request is acknowledged by us, you will get the complete project material withing 15-30 minutes. However, on a very good day you can still get it within 5 minutes!

What Clients Say

Our Researchers are happy, see what they are saying. Share your own experience with the world.
Be polite and honest, as we seek to expand our business and reach more people. Thank you.

A Research proposal for the effectiveness of promotional mix elements in the telecommunication sector of nigeria:
A Review on the effectiveness of promotional mix elements in the telecommunication sector of nigeria, effectiveness, promotional, elements project topics, researchcub.info, project topic, list of project topics, research project topics, journals, books, Academic writer.
Very often, individuals and organizations conceive promotion, narrowly as involving the process of persuading, buyers and casoling them to buy goods and services they showcase. Marketing develops as a society and it economy develops. The need for marketing them arises and grows as a society moves from an agrarian economy to a free marketing economy characterized by industrialization and competition... accounting project topics

THE EFFECTIVENESS OF PROMOTIONAL MIX ELEMENTS IN THE TELECOMMUNICATION SECTOR OF NIGERIA

Project Information

  • CATEGORY : ACCOUNTING
  • TYPE : PROJECT MATERIAL
  • FORMAT : MICROSOFT WORD
  • ATTRIBUTE : Documentation Only
  • PAGES : 98 Pages
  • CHAPTERS : 1 - 5
  • PRICE : ₦ 3,000.00

Share Links

Download Post
Download Post

Search for Project Topics

Project topics in Departments

Do you need a writer for your academic work?