ABSTRACT
Nigerian telecommunication industry has evolved into a competitive sphere as operators endeavour to entreat and win customers through monetary and non-monetary sales promotion typologies. Telecommunication operators utilise sales promotion to create brand awareness, encourage brand trial and ultimately persuade subscribers to be brand loyals in order to increase brand equity. While telecommunication operators are increasing brand equity on interactive media, the appropriate sales promotion typology to be adopted remains a challenge. Scholars have debated usage of sales promotion to increase brand equity. Therefore, this study examined interactive media sales promotion typologies and telecommunication operators’ brand equity among State civil servants in Lagos and Ogun states.
Survey research design was adopted for the study. The population comprised 17,161 State civil servants in Lagos and Ogun states. The states were selected using simple random sampling technique. Systematic sampling technique was adopted to select the ministries. The Saunders, Lewis and Thornhill formula was used to arrive at the sample size of 880 respondents. A validated questionnaire was administered to the respondents. The Cronbach’s Alpha coefficient values for the constructs were: monetary sales promotion (0.732), non- monetary sales promotion (0.797), brand awareness (0.797), perceived brand quality (0.754), brand association (0.796) and brand loyalty (0.827); while 0.930 was obtained for the total scale.A total of 880 copies of the questionnaire were administered to the respondents with a response rate of 93.4%. Inferential statistics (simple linear and multiple linear regression) were used to analyse the data.
Findings revealed that monetary sales promotion typology significantly influenced telecommunication operators’ brand awareness (R2=0.301, p<0.05), perceived brand quality (R2=0.155, p<0.05), brand association (R2=0.171, p<0.05) and brand loyalty (R2=0.058, p<0.05). Non-monetary sales promotion typology significantly influenced telecommunication operators’ brand awareness (R2=0.304, p<0.05), perceived brand quality (R2=0.218, p<0.05), brand association (R2=0.237, p<0.05) and brand loyalty (R2=0.163, p<0.05).
The study concluded that monetary and non-monetary sales promotion typologies were useful to enhancing telecommunication operators’ brand equity. The study therefore recommended that telecommunication operators should strategically combine monetary and non-monetary sales promotion typologies that would positively increase subscribers’ perception of their brands, foster positive relationship with subscribers to generate positive attitude and promote brand loyalty.
Keywords: Typology, Sales Promotion, Brand Equity, Telecommunication Operators, Interactive Media
Word Count: 352
TABLE OF CONTENTS
Content Page Title Page i
Certification ii
Dedication iii
Acknowledgements iv
Abstract vi
Table of Contents vii
List of Tables ix
List of Figures xi
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study 1
1.2 Statement of the Problem 4
1.3 Objective of the Study 6
1.4 Research Questions 6
1.5 Hypotheses 7
1.5 Significance of the Study 8
1.6 Scope of the Study 8
1.7 Operational Definition of Terms 9
CHAPTER TWO: REVIEW OF LITERATURE
2.0 Introduction 12
2.1 Conceptual Review 12
2.1.1 Sales Promotion 13
2.1.1.1 Concept of Sales promotion 13
2.1.1.2 Objectives of sales promotion 15
2.1.1.3 Typologies of sales promotion 18
2.1.1.3.1 Monetary Typology of Sales promotion 19
2.1.1.3.2 Non-Monetary Typology of Sales Promotion 22
2.1.1.4 Strategies of Sales Promotion 23
2.1.1.5 Techniques of Sales promotion 25
2.1.2 Brand Equity 31
2.1.2.1 Definition of brand equity 31
2.1.2.2 Brand Attributes 32
2.1.2.3.1 Brand Awareness 34
2.1.2.3.2 Brand Perceived quality 36
2.1.2.3.3 Brand Association 38
2.1.2.3.4 Brand Loyalty 41
2.1.2.4 Classifications of Brand Equity 42
2.1.2.3.5 Brand Equity Scale Development 47
2.1.3 Telecommunication Operators in Nigeria 48
2.1.3.1 MTN 53
Content Page
2.1.3.2 Globacom 55
2.1.3.3 Airtel 56
2.1.3.4 Etisalat 57
- Interactive Media 57
2.2 Theoretical Framework 60
2.2.1 Prospect Theory 60
2.2.2 Expectancy Theory 63
2.2.3 AIDA Model 66
2.3 Review of Empirical Literature 67
2.4 Summary 86
CHAPTER THREE: METHODOLOGY
3.0 Introduction 87
3.1 Research Design 87
3.2 Population 87
3.3 Sample size and sampling Technique 88
3.4 Instrumentation 93
3.5 Validity of Research Instrument 94
3.6 Reliability of Research Instrument 95
3.7 Administration of Research Instrument 95
3.8 Method of Data Analysis 95
3.9 Ethical Consideration 96
CHAPTER FOUR: DATA ANALYSIS, RESULTS AND DISCUSSION OF FINDINGS
4.0 Introduction 97
4.1 Presentation of Results 97
4.2 Discussion of Findings 121
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary 138
5.2 Conclusion 139
5.3 Recommendations 140
5.4 Contributions to Knowledge 141
5.5 Suggestions for Further Studies 142
5.6 Limitation of the Study 144
References 144
Appendix I Population of State Civil Servants in Ogun States by Ministries 158
Appendix II Population of State Civil Servants in Lagos States by Ministries 159
Appendix III Questionnaire Informed Consent 160
Appendix IV Questionnaire 161
Appendix V Test of Hypotheses Tables 165
LIST OF TABLES
| Table | Page |
2.1 Summary of Empirical Review 78
3.1 Summary of Population and Sample Selection 88
3.2: Presentation of Lagos state civil servants, proportion of total population and sample size 90
3.3 Presentation of Ogun state civil servants population, proportion of total population and sample size 92
4.1.1 Composite Table of Respondents’ Demographic Details 96
4.1.2 Frequency of Exposure to Telecommunication Operators’ Promotional Messages 100
4.1.3 Awareness of Monetary Sales Promotion Typology on Interactive Media 101
4.1.4 Awareness of Non-Monetary Sales Promotion Typology on Interactive Media 103
4.1.5 Brand Awareness of Telecommunication Operators on Interactive Media 105
4.1.6 Perceived Brand Quality of Telecommunication Operators on Interactive Media 106
4.1.7 Brand Association of Telecommunication Operators on Interactive Media 108
4.1.8 Brand Loyalty to Telecommunication Operators on Interactive Media 109
4.1.2.1a Model Summary for the Influence of Monetary Sales Promotion Typology on Brand Awareness of Telecommunication Operators on Interactive Media 110
4.1.2.1b Simple Linear Regression showing the Influence of Monetary Sales Promotion Typology on Brand Awareness of Telecommunication Operators on Interactive Media 110
4.1.2.2a Model Summary for the Influence of Monetary sales promotion typology on perceived brand quality of telecommunication operators on interactive media 111
4.1.2.2b Simple Linear Regression showing the Influence of Monetary sales promotion typology on perceived brand quality of telecommunication operators on interactive media 111
4.1.2.3a Model Summary for the Influence of Monetary sales promotion typology on the brand association of telecommunication operators on interactive media 112
4.1.2.3b Simple Linear Regression showing the Influence of Monetary sales
promotion typology on the brand association of telecommunication operators on interactive media 112
4.1.2.4a Model Summary for the Influence of Monetary sales promotion typology On brand loyalty of telecommunication operators on interactive media 113
4.1.2.4b Simple Linear Regression showing the Influence of Monetary sales Promotion typology on brand loyalty of telecommunication operators on interactive media 113
4.1.2.5a Model Summary for the Influence of Non-monetary sales promotion typology on brand awareness of telecommunication operators on interactive media. 114
| Table | Page |
4.1.2.5b Simple Linear Regression showing the Influence of Non-Monetary sales promotion typology on brand awareness of telecommunication operators on interactive media 114
4.1.2.6a Model Summary for the Influence of Non-monetary sales promotion Typology on brand awareness of telecommunication operators on interactive media 116
4.1.2.6b Simple Linear Regression showing the influence of Non-Monetary sales promotion typology on perceived brand quality of telecommunication operators on interactive media 116
4.1.2.7a Model Summary for the Influence of Non-monetary sales promotion Typology on brand association of telecommunication operators on interactive media. 117
4.1.2.7b Simple Linear Regression showing the influence of Non-Monetary sales promotion typology on brand association of telecommunication operators on interactive media. 117
4.1.2.8a Model Summary for the Influence of Non-monetary sales promotion typology on brand loyalty of telecommunication operators on interactive media. 118
4.1.2.8b Simple Linear Regression showing the influence of Non-Monetary sales promotion typology on brand loyalty of telecommunication operators on interactive media. 118
4.1.2.9a Model Summary showing the influence of telecommunication operators’ sales promotion typologies on brand equity 119
4.1.2.9b Multiple Linear Regression showing the influence of telecommunication operators’ sales promotion typologies on brand equity 119
4.1.10 Summary of Findings 135
LIST OF FIGURES
| Figure | Page |
2.1 Conceptual Model of Sales Promotion and Brand Equity of Telecommunication Operators in Nigeria 12
2.2 Sales Promotion Strategies: Push or Pull or Both! 23
2.3 Aaker’s Perspectives of Brand Equity 34
2.4 Framework for Measuring Customer-Based Brand Equity 44
2.5 Market Share of GSM Telecommunication Operators in Nigeria 54
2.6 AIDA Model 67
4.1.1 Respondents’ Phone Type 97
4.1.2 Services Used by Respondents 98
4.1.3 Respondents’ Telecommunication Operators 99
4.1.4 Interactive Media through which Respondents Receive Telecommunication Promotional Messages 99
4.1.5 Resultant Model 137
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Nigerian telecommunication industry has evolved into a competitive sphere as operators endeavour to entreat and win customers through various sales promotion strategies. Owing to this, it is a common phenomenon for organisations to bombard consumers with both monetary and non-monetary forms of sales promotions using either print, electronic, outdoor or digital interactive media. Telecommunication operators use sales promotion to create brand awareness, encourage brand trial and ultimately persuade consumers to be brand loyals with the ultimate desire to increase or maintain market share. In the world today, every single decision and effort of the organisation is evaluated by the relationship existing between the brand and the customers as well as brand managers commitment to the claims made by the brand, which leads to consumers’ satisfaction and ultimately end with brand loyalty. Companies deploy their strength to promote sales in the shortest possible time; hence, sales promotion, a marketing communication tool involves the manufacturers providing incentives alongside their products which gives the consumers enough justification to purchase the product, service or idea.
Going by World Bank record (2012), Nigeria with a population of well over 168.8 million has 65.8% (149,818,906) active subscribers of licenced telecommunication operators. According to Nigerian Communications Commission (NCC, 2016), “Nigerian telecommunication industry is one of the largest in Africa with 151,017,244 GSM users and is still growing with one of the highest fixed line revenue and cumulative revenue of US$16billion as at June, 2016” (p. 2). The major telecommunication operators in Nigeria are MTN, Globacom (Glo), Airtel, Etisalat and they engage in fierce competition through price slash, and data bundles tailored to meet the data needs of various groups of subscribers in order to gain and retain customers as well as increase their profit margin to broaden their market share.
