The Impact Of Sales Promotion Activities On The Patronage Of Global System Of Mobile Communication (Gsm) Service Providers In Ogbomoso Area, Nigeria

Abstract

The development of GSM has generated heated competitions among the GSM Service Providers in Nigeria thus calling for a study on informed strategies of attracting customers, retaining patronage and influencing brand loyalty. This work examined the mpact of sale promotional activities on the patronage of
GSM service providers in Ogbomoso Area in Oyo State, Nigeria. Simple random sampling technique was used to select 120 respondents which include both staff and students of Ladoke Akintola University of Technology, Ogbomoso. Both descriptive and inferential statistics which involve table presentation, frequency distribution, percentage and regression analysis were used for data analysis. The results showed sex, age, marital status, GSM service users and prefer GSM service influence usage of GSM services of the respondents. The regression results showed that sales promotion is necessary in the GSM service industry in order to promote trial switch, encourage brand loyalty, improve sales profit level and have advantage over competitive environment.