EFFECT OF SALES PROMOTIONAL ACTIVITIES ON CONSUMERS PURCHASE DECISIONS OF SELECTED GSM SERVICE PROVIDERS IN BENUE STATE, NIGERIA

Abstract

The research focuses on the effect of sales promotion activities on consumer purchasing decisions for selected GSM service providers in Benue State. The survey method was used to elicit data from the respondents. Using Cochran’s (1977) sample size determination formula, the sample involves 384 active subscribers from a population of 4,627,589. It covers the four leading mobile telecommunications companies - Globacom, MTN Nigeria, Airtel, and 9Mobile - that operate in Benue State. A simple random sampling technique was used. The study used a structured questionnaire. Respondents were asked to indicate the extent to which they agreed or disagreed with each statement. All items were measured on a five-point scale. Descriptive and inferential statistical analytical methods were employed to analyze the data. The result from linear regression analysis established that the rate of free-credit promotions by GSM providers significantly influences the choice of network subscription among people in Benue State. Similarly, linear regression analysis revealed that the rate of product discounts offered by network providers in Benue State has a significant impact on the rate of network switching among subscribers. Thus, the study recommends that telecom operators in the State should distinctively make clear their free credit promotion to guide their customers in choosing their network.