EVALUATION OF MARKETING STRATEGIES IN THE TELECOMMUNICATION INDUSTRY A STUDY OF INTERCELLULAR NIGERIA PLC

EVALUATION OF MARKETING STRATEGIES IN THE TELECOMMUNICATION INDUSTRY A STUDY OF INTERCELLULAR NIGERIA PLC

ABSTRACT

This research study was carried out with the purpose of evaluating the marketing strategies adopted in Nigerian Telecommunication industry paying particular attention to Intercellular Plc. The study tried to ascertain the effectiveness and efficiency of the company’s marketing strategies in meeting customer’s needs, want and expectations. The findings of the study clearly revealed that successful design of marketing programs and strategies must begin with an understanding of customer satisfaction. And that in marketing telecommunication services, promotional activities and good pricing strategy helps to influence sales, hence intercellular need effective promotional activities and efficient pricing system and policy to be able to market its services. The study comprises five chapters, and data used were mainly primary and secondary data. And for the purpose of analysis, the tools employed were the percentage and chi-square methods. Finally recommendations were made for better performance in the industry

TABLE OF CONTENT

Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi

CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10

CHAPTER TWO

LITERATURE REVIEW – – – – – – -11

CHAPTER THREE

Research methodology – – – – – – -39
Design of study – – – – – – – -40

CHAPTER FOUR

Presentation, analysis and interpretation of data – -48

CHAPTER FIVE

Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69

EVALUATION OF MARKETING STRATEGIES IN THE TELECOMMUNICATION INDUSTRY A STUDY OF INTERCELLULAR NIGERIA PLC