AN APPRAISAL OF SALES PROMOTION ON THE CHOICE

OF MOBILE PHONE OPERATORS

(A Case Study of MTN Nigeria Plc)

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 ABSTRACT

The focus of this research work is An Appraisal of Sales Promotion on the Choice of

Mobile Phone (a case study of MTN Nigeria plc). The scholarly research work gives

insight into the views of various authors as concerned with the project subject matter

an appraisal of sales promotion on the choice of mobile phone. The study gives an in-

depth historical background of the company under review. In the researcher’s effort

and desire to achieve his objective, the researcher has chosen to use the descriptive

research method. The research population consists of 24 people of MTN Ahmedu

Bellow way branch Kaduna. A sample size of twelve were randomly chosen for this

research both for the management staff, and customers respectively. The following

hypothesis were formulated for the research: The null hypothesis (Ho). The

alternative hypothesis (Hi). Ho: The null hypothesis: sales promotion does not have a

significant influence on consumer buying behaviour. Hi: The alternative hypothesis:

sales promotion has a significant influence on consumer buying behaviour. The data

collected were presented and analyzed based on the findings, it was discovered that

sales promotion has a significant impact on consumer behaviour. Useful

recommendations were made by the researcher that sales promotion should not be

treated as an emergency tool but be treated as an integral part of the company

marketing activities and that sales promotion should be adequately planned and

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prepared through putting necessary measures that would yield tangible results to the

organization.

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 TABLE OF CONTENT

Title page - - - - - - - - - i

Declaration - - - - - - - - - ii

Approval page- - - - - - - - - iii

Dedication - - - - - - - - - - iv

Acknowledgement - - - - - - - - v

Abstract- - - - - - - - - - vi

Table of content - - - - - - - - viii

CHAPTER ONE

1.1 Background of the Study - - - - - - 1

1.2 Statement of the problem - - - - - - - 3

1.3 Objectives of the Study- - - - - - 3

1.4 Significance of the Study - - - - - - 4

1.5 Research question - - - - - - - 4

1.6 Scope of the study - - - - - - - 4

1.7 Limitation of the Study - - - - - - 5

1.8 Definition of terminologies - - - - - - 5

CHAPTER TWO

2.0 Introduction - - - - - - - - 8

2.1 Definition of marketing Information System - - - - 14

2.2 Objectives of marketing information system - - - - 15

2.4 Limitations of marketing information system- - - - 18

2.5 Sales promotion - - - - - - 20

2.6 Contribution of marketing information system in Nigeria- - - 22

CHAPTER THREE

3.1 Introduction - - - - - - - 26

3.2 Area of study- - - - - - - - 26

3.3 Research design - - - - - - 26

3.4 Population and sample of the study- - - -- - 26

3.5 Source of data collection - - - - - 27

3.6 Method of data Collection - - - - - - 28

3.7 Method of presenting and Analyzing data - - - - 28

CHAPTER FOUR – Data Presentation, Analysis & Interpretation

4.1 Introduction - - - - - - - 29

4.2 Characteristics of respondents - - - - 29

4.3 Data Presentation - - - - - - 32

4.4 Summary of the findings- - - - - - 36

4.3 Discussion of finding - - - - - - 36

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CHAPTER FIVE – Summary of findings, Conclusion & Recommendations

5.1 Summary- - - - - - - 38

5.2 Conclusion - - - - - - 39

5.3 Recommendations - - - - - - 40

Bibliography- - - - - - - - 42

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 CHAPTER ONE

1.0 INTRODUCTION

The success of any firm largely depends on customers patronage, for any

firm to push its products to the consumers effectively, there is the need to

carryout promotional campaigns to communicate with the ultimate

consumers without promotion, customers may not be aware of the existence

of the particular product, hence patronage may remain very low. Many

promotional tools are used to communicate with the consumers but sales

promotion tends to be the most effective of all due to the extra incentive it

provides to consumers.

Alexandra (1960) viewed sales promotion“as a marketing activity other than

personal selling, advertising, public and public relations that induces and

stimulates consumers purchase and dealers effectiveness”. The importance

of sales promotion campaigns are seen at the point of purchase where it is

used to support personal selling and advertising, it is rarely used alone as a

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promotional tool. In marketing practice, the application of all promotion

tools is called promotional mix.

Sales promotion as an effective promotional tool tends to serve “as direct

inducement that to offers an extra, values or incentives on the product to the

sales force, distributors and the ultimate consumers with the primary

objective of creating an immediate sale”. Sales promotion tends to act as an

a acceleration tool designed to speed up the selling process and maximizes

sales volume through increasing market share. The acceleration tool

motivates consumers to purchase a larger quantity of a brand and it also

shorten the purchase cycle of the trade and consumers by encouraging them

to take more immediate actions.

As the use of sales promotion increase, companies now started considering

what they hope to accomplish through their promotional campaigns because

not all sales promotion campaigns are designed to achieve the same goals,

marketers must plan sales promotion programmes by carrying out situation

analysis, to determine sales promotion target audience. Marketing manager

must think beyond short term sales while the basic goal of most consumers

sales promotion is to induce consumers purchase, and marketer objective

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could be to defend current market share, increase consumption through

enhanced marketing efforts.

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1.1 STATEMENT OF GENERAL PROBLEMS

Sales promotion campaign is an effective means of communicating with the

target market by providing extra incentive to buy. Sales promotion activities

are designed by firms in achieving their organizational objectives. But In

spite of the achievements there are some problems faced by these firms

during the campaigns.

The increasing uses of sales promotion in firm’s marketing programmes is

getting too strong for them to handle because it is a fundamental change in

strategic decisions on how these trims sell their products to consumers. The

increasing sales promotion campaigns have been questioned by many

marketing scholars particularly with regards to lack of adequate planning

and management of sales promotion programmes.

Also, research and literatures have shown that over-dependence on sales

promotion by many companies have resulted to sales promotion trap. This is

because many firms use sales promotion campaigns extensively to

differentiate their products from competitors products which has

consequently resulted in reduction in profit margin of the competing firms.

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 Many firms fall into trap due to success of the sales promotion campaigns

which eventually lead to differential advantage that attracts other firms to

copy.

Finally, lack of media timing and support for sales promotion campaigns

which is very critical and should be coordinated with the media programmes

on advertising campaigns. Sales promotion without media advertising could

render the campaign ineffective because consumers need to be informed

about the promotional offers to stimulate their interest and favourable

attitude towards the brand.

1.2 BACKGROUND OF THE STUDY

It is obvious that companies can not connect all customers in large broad or

diverse market and as a result of the needs to divide market in to group of

consumer or segments with distinct needs and wants. It therefore becomes

paramount for a company to identify which market segment to serve better.

Before the objective can be achieved, it is required that a keen understanding

of consumer behaviour and careful strategic thinking. To develop the best

marketing planning, managers need to understand what makes each segment

unique and different. Modern marketers in their quest to study consumer

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behaboviour and responses to benefit offer by the product for example do

people want quantity rather than low price. In an attempt to increase benefit

to consumers, this will aid marketers to know how best to satisfy each

category of these customers. It required a keen understanding of consumers’

behaviour and careful strategic thinking.

The over all intent is to identify groups of similar customers and potentials

customers to prioritize the groups to address to understand their behaviour

and to respond with appropriate marketing strategic that satisfy the different

performance of each choosen division and thereby improve the company

revenue. This can however be achieved through a distinct division of groups

of buyers who might requires separate product and for marketing mix known

as market segmentation.

According to Michael Porter (1970 P:37) with the right segmentation, the

right list can be purchased advertising results can be improved and customer

satisfaction can be increased leading to better reputation

Nelson (1984 page 125) explain that united states in the 18 century provides

a broad segmentation of the population of their country based statistical

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 analysis of house hold and geo-demogrpahic data. The recent times market

has been divided based on the number of general criteria. Such as industrial

or public versus private, although industrial market segmentation is quite

different from consumer market segmentation but both have similar

objectives. Regardless of which type of segmentation a marketer uses, the

secret behind the marketing programmes recognize customer differences and

efficiently highlight the differences to offer maximum satisfaction to every

division.

1.3 OBJECTIVE OF THE STUDIES

This research work is on an appraisal of the impact of sales promotion on the

choice of mobile phone service providers specifically aimed at achieving the

following specific objectives.

- To find out the impact of sales promotion in the organization

- To investigate how sales promotion could be used in building image and

good will for the organization.

- To investigate how sales could be lifted substantially through effective

targeting and reward system.

- To enhance market dominance of the company’s products.

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- To make recommendations on how to improve marketing performance of

the company through sales promotion.

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1.4 SIGNIFICANCE OF THE STUDY

The significance of the study is to serve as reference materials to other

students who may write or make research on similar topixc and serve as

recommendation to solve problems pertaining to an appraisal of the impact

of sales promotion on the choice of mobile phone service provider.

1.5 RESEARCH QUESTION

- What are impacts of sale promotion in the organization?

- How can sale promotion build image and good will of the organization?

- How can sale promotion be lifted substantially through effective target

and rewards system?

- How can market dominance of the company’s products be enhanced?

1.6 RESEARCH SCOPE

The scope of the research work is on an appraisal of the impact of sales

promotion on the choice of mobile phone service provider with specific

reference on MTN Nigeria Plc, Ahmedu Bello Way, kaduna branch,

Kaduna.

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1.7 LIMITATION OF THE STUDY

It is not an easy assignment for a student to conduct a research work without

encountering two or more problems one of such problems faced by the

researcher was lack of adequate information, which the research could

obtain for necessary research work as some of the organization officials

formed to be very busy and require for some signatory from the department

before giving out information to be used.

1.8 DEFINITION OF TERMS

The following terminologies are explained below for quick assimilation and

understanding of this project includes:

1. Promotional mix:- These are used to accomplish organization’s

communication objectives which includes personal selling, advertising

direct marketing, sales promotion and public relations to promote ideas.

2. Brand equity:- This an intangible asset of added cause or good will that

result from the fovourable image, impressions of differentiation and the

strength of consumers attachment of a brand name of trademark.

3. Brand loyalty :-Tthis is the preference by a consumer for a particular

brand that result in continous purchase.

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4. Consumer Behaviour :- This is the process and activities that people

engage in when searching for, selecting, purchasing, using, evaluating

and disposing of product so as to satisfy their needs and desires.

5 Rational appeal:- this is a form of communication in which features and

benefits are directly presented in a logical, rational method.

 Frequency programmes:- This is type of promotional programme that

rewards customers for continuing to purchase the same brand of a

product over time.

 Advertising:- This is any form of non personal communication abut

and organization, product, service or ideg by an identifiable sponsor

 Direct marketing:- this is a system of marketing by which an

organization communicates directly with customers

 Event marketing:- this is any form of promotion where a company or

brand is liked to an event for the purpose of creating experience for

consumers and promoting a product

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 CHAPTER TWO

LITERATURE REVIEW

2.0 INTRODUCTION

The chapter will critically examine the statements, comments, opinions of

various authors, scholars, professionals as contained in published books,

magazines, periodicals, newspapers. It dwell on the experience and

knowledge that has direct bearing on the research topic.

THE CONCEPT OF SALES PROMOTION

Sales promotion has been defined by many marketing scholars according to

their own understanding of the subject matter.

American marketing Association, viewed sales promotion as “those

marketing, activities other than personal selling, advertising, public relations

and publicity that stimulate purchase and dealers effectiveness such as

displays, shows, exhibitions and demonstrations and various non rearrent

selling efforts not in the ordinary routine”.

Nwokoye (2000p,211) Defined sales promotion as “ any activity that is used

to stimulate sales of a product and which occur once or over a limited period

of time”. He went further to say that it is directed to consumers in the form

of consumer promotion and middlemen in form of trade promotion. Retailers

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may imitate their own sales promotion to reduce their inventories eventually

increase the company profit margin.

The Application of Sales Promotion

Sales promotion programmes are applied by marketers in compensating

middlemen and customers to induce them to store a manufacture’s product

and stimulate consumers purchase.

Umerah (1997,p152) said that sales promotion serves as “the constellation of

demand creating tactical weapons which is devoid of external media usage

but designed to beef-up sales”. He went further to say that sale promotion

campaigns provide incentive to customers, or the company staff in an

attempt to enhance their positive actions toward organizational growth and

profitability.

Kotler (1994p.631) says “sales promotion involves diverse collection of

incentive tools mostly short term designed to stimulate quicker purchase of a

particular product brand by consumers or the trade”. He went further to say

that sales promotion offers incentive to buy while advertising offers reason

to buy.

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2.1 TYPES OF SALES PROMOTION

There are basically two categories of sales promotion techniques which

includes:

1. Consumer-Oriented sales promotion:- According to Courland and

Williams (2001P.525) Consumer- Oriented sales promotion are designed

to provide a direct inducement that offers an value or benefit to the

ultimate Consumer. This sales promotion technique stimulate Consumer

purchase and encourages them to develop Favourable Cognitive

disposition towards a particular product.

2. Trade-Oriented sales promotion:- According to Stanton

(1999 P.469)Trade Oriented sales promotion are designed to motivate

middlemen order to ensure Maximum push of manufacturers products

down to the ultimate Consumers.

2.2 OBJECTIVES OF SALES PROMOTION

As the use of sales promotion increases, marketers must consider what they

hope to achieve, through the campaigns and how sales promotion interact

with other promotion tools such as advertising, direct marketing and

personal selling.

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Objectives of Consumer-Oriented Sales Promotion

According to Courland and Williams (2001p-535) Consumer Oriented

sales promotion must be planned by conducting a situation analysis and

determine sales promotion objective and role in the integrated marketing’s

communication programmes. These includes:

a. To create trial and repurchase of a company’s product.

b. To stimulate increase in consumption of an established brand.

c. To defend current customers of a brand

d. To enhance integrated marketing communication system

Nwokoye (1984P.209) Consumer Oriented sale promotions are designed to

achieve the following objectives:

a. To introduce a new product to the Consumers

b. To increase the sales of a particular product to the Consumers

Umerah (2003 p.153) stated the following Consumers oriented sale

promotion objectives to include;

a. To heighten Consumers brand interest

b. To reward loyal Consumers

c. To heighten repeated purchase

d. To convert trials into users

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 e. To serve as basis for adverts to the ultimate Consumers.

OBJECTIVES OF TRADE ORIENTED SALES PROMOTION

According to Courland and Williams (2001p. 557) “ sales promotion

targeted to the trade are based on well defined objectives, measurable goals

and consideration of what the marketer wants to accomplish”. These

includes:

a. To encourage distributors to obtain distribution for new products.

b. To ensure and maintain trade support for established brands.

c. To ensure dealers display of manufactures established brands.

d. To build retail inventory by dealers who carry manufacturers brands.

Umerah (2003 p. 153) States the following trade sales promotion objectives

to include:

a. To increase store traffic

b. To ensure dealers loading and shelf spaces

c. To build and reinforce product and company image

d. To motivate dealers sales force

e. To increase dealers sales volume.

2.3 GROWTH OF SALES PROMOTION

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Sales promotion has grown substantially in the recent years. According to

courland and Williams (2001 p. 526) several factors have led to the shift

and growth of sales promotion which includes:

a. Growing power of retailers:- Retailers in recent time are now gaining

access to data concerning how quickly product turnover through sales

promotion activities.

b. Declining brand loyalty:- Consumer are becoming less brand loyal and

carryout their purchases more on the basis of price, value and

convenience.

c. Increased promotional sensitivity: Consumers and trades respond

quickly to incentives manufacturers provide to buy and carry their

products.

d. Brand proliferation:- Consumers product Consumers are launching new

products. The market has become saturated with new brands and as a

result, companies are increasingly depending on sales promotion in order

to stimulate the Consumers towards buying their products.

Kotler (1994 p. 646) Listed several factors that have contributed to the

growth of sales promotion under two headings:

Internal factors

External factors

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1. Internal factors includes:

Sales promotion is now adoptable by top management as an effective

sales tool

 Product managers are qualified to use sales promotion tools.

 Product managers are under great pressure to increase its current sales

2. The External factors Include:

 The number of brands have increased

 The trade are demanding more deals from manufactures

 Competitors frequent, use of sales promotion

 Advertising efficiency has declined considerably because of rising

cost

BLATTBERG AND SCOTT (1990 p. 312) Identified the following trade

sales promotion objectives to include:

a. Developing in-store merchandising as strong support at the retail store

level is the key to closing the loop between the customer and sales.

b. Controlling inventory by increasing or depleting inventory level thus

helping to eliminate seasonal slumps

c. Expanding or improving distribution by opening up new sales areas.

d. Generating excitement about the product among those responsible for

selling it.

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2.4 SALES PROMOTION TARGET AUDIENCE

Sales promotion techniques are direct inducement that offers an extra value

or incentives targeted towards its audiences.

Kotler (2000 p. 600) viewed sales promotion target audience as basically

three.

The consumers

The Dealers (wholesalers and retailers)

The Company sales force.

The Consumers:- These are the core target audience of sales promotion

campaigns. The Consumer sales promotions are designed to induce and

stimulate trial purchase of a product through sales promotion techniques

such as samples, coupons and free packs to attract switchers, stimulate sales

and induce demand.

The dealers:- These are the middlemen that link the manufacturers with the

Consumers. The dealers promotion techniques are designed to motivate

middlemen to ensure maximum push of a marketers products down to the

Consumers.

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 The company sales force: These are company’s sales men employed under

the payroll of the organization to represent the manufactures in getting the

products to the hands of Consumers. The salesmen promotion techniques are

designed to motivate sales force performance in ensuring a maximum push

of the company’s products. This is done by giving them sales allowances

and training.

2.5 SALES PROMOTION TECHNIQUES

According to Courland and Williams (2000 p. 526) sales promotion

techniques are divided into:

Consumer- Oriented sales promotion techniques

Trade Oriented sales promotion techniques.

CONSUMER – ORIENTED SALES PROMOTION TECHNIQUES

These sales promotional techniques that are designed to motivate consumers

to purchase large quantity of a brand and shorten the purchase cycle of trade

by encouraging them to take more immediate purchase actions. These

include:

SAMPLING

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Courland and Williams (2001 p. 539) Described sampling as “ a variety of

procurers whereby Consumers are given some quantity of a product for no

charge to trial. Sampling is generally considered the most effective way of

generating trial although it is the most expensive techniques. Sampling

methods in reaching the Consumer include door-to door direct mail, in store

on- package and event sampling.

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COUPONING

Blattberg and Scott (1990 P.364) viewed it “as giving certificates that

entitles the bearer a stated savings on the purchase of a specific product

enclosed or attached to the product. Coupon can be very effective in

introducing new brands by encouraging repurchase after initial trial.

Coupons are in different dimension which include, a bounce – back coupon,

cross-ruff coupon’s instant coupons and in-store couponing.

PREMIUMS

Kotler (1994p.478) defined premium as any item of merchandise or service

either free or at a low price that is an extra incentive for purchasers.

Premium reflects the quality of the product and are used in building product

image and positioning in the market. The two basic types of premium are

free premium and the self -liquidating premium which are used in offering

instant gratification for consumers but the cost of offering premium is very

high.

CONTESTS AND SWEEPSTAKES

Quelch (198 p. 539) viewed both as “ Consumer oriented sales promotion

tool that reward Consumers through participating in games inorder to win

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prizes” The difference between them is that, in contests consumers compete

for price on the basis of skills and ability, the company determines winners

by Judging the entries or ascertaining which entry comes closest to some

predetermined criterion. While in sweepstakes winners are determined by

chances through random drawing that may or may not have entry

requirement

BONUS PACKS:

Umerah (2003 p. 155) described bonus packs as Consumer promotion

techniques that offer the Consumers an extra amount of a product at the,

regular price providing in larger container or extra unit. Bonus packs result

in lower cost per unit for the consumers, Provide extra value as well more

product for their money. Bonus packs give marketers a direct way to provide

control on competing new products sales or planned promotional push.

CONTINUITY PROGRAMMES

According to Courland and Williams (2001 p. 554) Viewed it as Consumer

oriented sales promotion technique which tends to retain brand users over a

long period of time by offering on-going motivation incentives. It encourage

Consumers to keep buying the product inorder to get premiums. Consumers

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usually receives stamp for every dime spent at a participating store where

the stamp company are redemption centers.

PRICE –OFF DEALS

Modern (1985 p. 476) Sees price-off deals as a form of price competition in

which the pack will carry “ money –off offer” on the packaging thereby

reducing the price of the product. This price-off deals ensures that

promotional discounts reaches the Consumer rather than being kept by the

trade. Price off can be of great influence at the point of purchase by

encouraging Consumers to buy product at discount but are not favourably

received by dealers because it can create pricing problem and resellers may

not accept packages with a specific price written on it.

EVENT MARKETING

Courland and Williams (2001 p. 555) viewed event marketing as “

Consumer oriented sales promotion where a company product is linked to an

event with a themed activity with the purpose of creating consumers

experience for a brand.” This is part of the company’s sponsorship activities

in distributing its product as well as information about the product.

TRADE ORIENTED SALES PROMOTION TECHNIQUES

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These are sales promotion techniques that are designed to motivate resellers

distribute manufacturers products to the ultimate Consumers. These include:

Point of purchase (POP) Displays

Blattberg and Scott (1990 p.358) pointed out that “ point of purchase

displays are provided by manufactures to promote fast sales” the forms of

point of purchase displays include special racks, display cartons, High

product disability is the basis goal of point of purchase displays and also

remind Consumers about important decision information such as the

product name, appearance and sizes.

Sales training programmes

According to Courland and Williams (2001 p.563) “manufacturers organize

sales training programmes as a sales promotion assistance for resellers

personnel”. May products are sold at retail level that requires

knowledgeable, sales people who can provide Consumers with information

about. This is done by conducting classes or tanning session that resellers

personnel can attend to increase their knowledge of a manufacture’s product,

manufactures can also give rosettes detailed manuals product brochures,

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reference manuals and other informative study materials like vises cassettes

where information on how product use, demonstration can be found and it

can also be used to provide information to Consumers as well.

DEALERS CONTESTS INCENTIVES

Kotler (2000p.603)

Described dealers contests as those contests that manufacture Organize for

dealers sales force to stimulate their selling effort and support dealers with

incentive programmes inorder to win prices such as valuable merchandise as

rewards for meeting sales quotas. Dealers contests could be a source of

conflict between retail sales personnel and management because some do

not want their sales people to devote their time and effort to win Consumers

offered by manufactures rather than selling their products

TRADE ALLOWANCE

Courland and Williams (2001 p. 560)said that” probably the most common

trade promotion is trade allowance which is a discount or deals offered to

resellers inorder to encourage them to store, promote, or display the

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manufacture’s products”. Trade allowance is of three types which include

buying allowance, promotion and slotting allowance.

BUYING ALLOWANCES

A buying allowance is a deals or discount offered to resellers in the form of

redactors on merchandise ordered during a fixed period. These are often give

in the form of invoice allowance or reduction.

Promotion Allowances:- A promotion allowance or discount is offered to

reseller by manufacture for performing certain promotional or

merchandising support of their brands.

Slotting Allowances:- A slotting allowance is a fee that resellers do change

manufactures for each space or slot on the shelf or in the ware house that

new product will occupy.

Trade shows:- Lodish and Leonard (1986. p 428) dexribed trade show as

ford where manufactures display their products to current as well as

prospective buyers” they are often attended by important management

personnel of large chams stores as well as distributors and other dealers

representatives A number of promotional activities are carried out at the

trade show including demonstrating products usages, Identifying new

prospects, gathering Consumers and competitive information, and even

27
writing orders from Consumer. Trade show are particularly valuable for

introducing new products because resellers are looking merchandise to stock

that can serve as of valuable leads to follow up through sales calls and direct

marketing.

DEALERS LOADERS

Bearden and Laforge (1995 p. 481) viewed dealer loaders as a “ premium

given to reseller to encourage development of a special display or product

offering. Loader technique ensure proper stock and display of item of

particular interest to many manufacturers at certain seasons. There are two

common types of loaders buying loader and display loader

Co-operative advertising :-(1994 p.651) viewed this as “a form of trade

oriented promotion where the cost advertising is shared by more than one

party”. A manufacturer pays for a portion of the advertising, a retailer runs

to the retailers place of business. In cooperative advertising, retailers may

advertise a production a newspaper advertising featuring a number of

different products and the individual manufacturer reimburse the retailer for

their own portion of the advertisement but certain requirements must be met

by the retailer to qualify for cooperative reimbursement such as size, use of

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trademarks, content and format verification that the advertisement was run is

also required in the form of a tear sheet (print) and an invoice.

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2.6 FACTORS THAT DETERMINE THE SALES OF PROMOTION

TECHNIQUES

Kotler (2001p.604) identified six major factors to be considered in

determining the sales promotion technique. These include:

SIZE OF INCENTIVE

Marketer must determine the size of incentive and a certain minimum is

necessary if the promotion is to succeed. Higher incentive levels well

produce more sales response but a diminishing rate.

CONDITIONS FOE PARTICIDATION

The marketing manger must establish conditions for participation inorder to

offer incentive to everyone or groups. A premium might be offered only to

those who turn in proof –of – purchase sales- sweepstakes might not be

offered in certain states or to families of company personnel or to persons

under a certain age

DURATION OF PROMOTION

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Marketers have the responsibility of deciding the duration of promotion

because if the duration is short, many prospects will not be able to take

advantage of the promotion. It the promotion runs too long, the deal will

loose some of its “ act now” force. Promotion duration varies by product

category and even by specific product.

DISTRIBUTION VEHICLE

The marketer has to decide and choose a distribution vehicle to reach the

consumer. Coupons and be distributed in the package, in stores, by mail or

advertising each distribution method involves a different level to reach it

target audience considering the cost and impact of the sales promotion

campaign.

TIMING OF PROMOTION

The marketing manager must establish the timing of the sales promotion

campaign. Brand managers develop calendar dates for annual promotions.

These dates are used by the promotion, sales and distribution departments in

carrying out the sales promotion campaigns.

Total sales promotion budget

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 In order to effectively carry out sales promotion campaign, marketers must

determine the total sales promotion budget through choosing the individual

promotions and estimating their total cost the cost particular promotion

consists of the administrative cost multiplied by the expected number of

units that will be sold on the deal.

2.7 EVALUATING THE SALES PROMOTION RESULTS

In evaluating sales promotion results, marketing managers must implement

and control plans for each individual promotion.

Kotler (2001 p. 604) viewed implementation planning to cover lead tome

sell-in time. Lead time is the time necessary to prepare the programmes prior

to launching it which involves designs and approval of package

modifications or materials to be mailed or distributed, establishment of

allocutions for individual distributors. Sell in time begins with the

promotional launch and ends when approximately as percent of the deal

merchandise is in the hands of consumers.

Evaluation is a crucial requirement and yet evaluating sales promotion

results have received little attention, even where an attempt is made to

evaluate the campaign it is likely to be superficial. Evaluation in terms of

profitability is even less common. Manufacturers can use three methods to

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measure sales promotion effectiveness sales data consumer surveys and

experiments.

The first method involves using scanner sales data which are available from

companies such as information reserve centers. Marketers using the scanner

sales data (information resource centers) can analyze the types of people

who took advantage of the promotion, what they bought before the

promotion, and how consumers behaved later towards the brand and other

brands. The information gotten from the scanner data can be track whether

the sales promotion campaigns led more consumers to buy the product

immediately and after the promotion period, this information can then be

used to calculate the increase in revenues that stemmed from the promotion.

This method might decrease long-run brand loyalty by making more

consumer deal rather than advertising prone.

The second method involves conducting consumer survey to know how

many consumers can recall the promotion campaign, what thought they have

of it, how many took advantage of it and how the promotion affected

subsequent brand choice behaviour. This method can be more expensive

than they appear because some sales promotion tools are inevitably

distributed to the wrong consumers.

33
The third method involves conducting experiments to evaluate the sales

promotion results. It might involve running two types of sales promotion

activities based on attributes and incentives, duration and distribution media

inorder to compare the results of the two sales promotion campaigns. This

method involves bearing the costs of special promotion , extra sales force

effort, and handling requirements.

SALES PROMOTION ACTIVITIES IN NIGERA

It is no secret, of course that sales promotion is the ammunition on which the

big Nigerian companies mainly rely upon in reaching out to their customers

thereby maintain their market shares. Coca-cola, Nigerian Breweries,

Guinness, Cadbury spend millions on sales promotion campaigns especially

in distributing coupons, free samples, bonus packs and games e.t.c. but their

broad strategies that undermines the firing of the ammunitions are not strong

enough.

Finding new prospects and new markets have become the concern of many

manufacturing companies in Nigeria yet many companies approach this

problem in a relatively haphazard manner.

Companies sales promotion activities often result to waste sales calls

particular when companies merely carryout campaigns in an effort to obtain

34
new potential consumers and most times many good prospects are

overlooked marketing analysis can aid the search for prospects by per-

determining those market segments that can afford the greatest used of the

company’s products and becoming regular users. This can be accomplished

by first determining the segments that need the products and their relative

purchasing requirement of each segment which can be used in conjunction

with company’s directories to determine the best sources of sales calls.

Marketing managers goals in employing sales promotion scheme is to

change both the shape and location of the demand pattern of both

middlemen and the ultimate consumers through sales promotion techniques

and other promotional tool. schemes. Obviously, the degree to which the

demand pattern shifts determines the effectiveness of sales promotion

campaigns.

35
 CHAPTER THREE

RESEARCH METHODOLOGY

3.0 INTRODUCTION

The main purpose of this is to discuss the methods and procedures followed

in designing this research work. A research of this kind demands that the

research method must be relevant and applicable to the study. The chapter

deals mainly on this subject matter.

3.1 AREA OF STUDY

For the purpose of this study the researcher supposed to cover all the

branches of MTN Nigeria plc which comprises of their staff customer and

their major distributors through out the country. But due to some physical

and financial problem in carrying out this research, it was restricted, this

research work area, that is Ahmedu Bello Way, kaduna branch, which

comprises of only few employees staff distributors and customer residing in

Kaduna.

3.2 RESEARCH DESIGN

Since research of this nature is aimed at finding out facts about certain

things, the researcher has chosen to use the descriptive research method.

36
 Descriptive research involves describing markets characteristic or attributes.

It also involves the description of the extent of association between two or

more variables that is the relationship between markets segmentation and

sales of consumer goods.

3.3 POPULATION OF THE STUDY

The term population means the total number of all units which virtue

characterized, may be as belonging to the same population. The research

population in this study comprises of 24 people of MTN Ahmedu Bellow

way branch kaduna, distributors and some consumer from different

homogenous groups.

3.4 SAMPLE AND SAMPLING TECHNIQUES

The sample size selected for this study, consists of 12 staff both

management staff and consumer of MTN Ahamdu Bellow Way, Kaduna.

The size considered adequate for this research work. Because they both

consist of management staff and consumer of the company.

3.5 INSTRUMENT FOR DATA COLLECTION

The main instrument used to gather data includes:

37
 Validated questionnaire

Personal interview

Documentation

3.6 ADMINISTRATION OF THE INSTRUMENT

The researcher made a draft and reliability was obtained on the other hand

by giving some of the questionnaire to some few selected staff of MTN staff

to see if the questionnaire is consistent in measuring what it ought to

measure besides difficulties experienced by those used in the pilot study

were noted and corrected accordingly.

38
3.7 METHOD OF DATA ANALYSIS PRESENTATION

The techniques employed in the analysis of data collected are the simple

percentage method. The choice is to make for easy tabulation and clarity of

the analysis of each question from the questionnaires.

However, for proving of the hypothesis, the chi-square techniques was used

to justify which hypothesis should be accepted and which should be rejected.

The formulae use in calculating the chi-square is shown below.

X2 = ∑ (0-E)2

Where

O = Observed frequency of any value

E = The expected frequency

X2 = The chi-square

∑ = Summation

39
 CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.0 INTRODUCTION

This chapter deals with the presentation and analysis of the data collected

from the study work. The method for data analysis is the simple percentage

ratio. The researcher made analysis of what was obtained from investigation

based on the questionnaires, which were administered to staff and

management of the organisation. The respondent’s responses were taken

from the questionnaires that formed the basis for analysis.

4.1 PRESENTATION AND ANALYSIS OF DATA

MANAGEMENT/STAFF QUESTIONNAIRE

The presentation, analysis and interpretation are obtained below shows the

responses to the questionnaire returned.

Table 1: The age bracket

40
 S
RANGE TALLY PERCENTAGE
o ur
25 – 30 7 58.33
ce :
31 – 36 3 25

37 – 42 2 16.67

43 and above - -

Total 12 100

Field Survey 2013.

From the table above, it is clear that the organization has a high desire for younger

workforce to enable it meet with its policy of employing the youths for a start up

so as to cope with the over time and stress. 7 respondents representing 58.33

percent fall. Within the age range of 25- 30, 3 respondent representing 25 percent

fall within 31 – 36 and 2 respondent representing 16.67 percent falls within 37- 42

age limit and non from 43 and above bracket.

Table 2: Sex distribution

SEX RESPONDENT PERCENTAGE S

o Female 8 66.67% ur

ce Male 4 33.33% :

Total 12 100%

Field Survey 2013.

41
 The table above shows that 8 respondents representing 66.67% are female,

why 4 respondent representing 33.33% are male.

Table 3: How can you describe your position in MTN?

OPTIONS RESPONDENT PERCENTAGE So

ur Management staff 5 41.67% ce

: Technical staff 4 33.33%

Sales/ field officer 3 25%

Total 12 100%

Field Survey 2013.

The table above shows a substantial number of 7 respondent representing

58.33% as management and 5 respondents representing 41.67% from others

e.g. drivers, receptionist etc.

Question 4: How long have you been with MTN?

OPTIONS RESPONDENT PERCENTAGE

1 – 2 years 5 41.67%

3 – 4 years 4 33.33%

5 – 6 years 3 25%

From inception - -

Total 12 100

42
 Source: Field Survey 2013.

The table above shows the organisation in terms of years of operation with 5

respondents representing 41.67% serving from 1-2 years, 4 respondent

representing 33.33% and 3 respondent representing 25% and non from

inception.

Question 5: How often is sales promotion conducted in MTN Nigeria

Plc?

Table 5.

So
OPTIONS RESPONDENT PERCENTAGE
urc e:
Annually 12 100%

Monthly - -

Total 12 100%

Field Survey 2013.

The above table shows clearly those 12 respondent representing 100% which

acknowledged that sales promotion is conducted in MTN Nigeria Plc on an

annual basis.

Question 6: Does MTN segment its market?

43
 OPTIONS RESPONDENT PERCENTAGE

Yes 12 100%

No - -

Total 12 100%

Source: Field Survey 2013.

The above shows clearly that 12 respondent representing 100% recognized

that the organisation segment its market.

Question 7: If your answer to question 6 is yes, on what bases is the

segmentation done?

Table 7.

OPTIONS RESPONDENT PERCENTAGE

Geographic 2 16.67%

Demographic 1 8.33%

Behavioural - -

Psychographics 2 16.67%

All of the above 7 58.33%

Total 12
44 100%
 Source: Field Survey 2013.
_
The above table 7 respondents representing 58.33% indicated that the

organisation uses all the bases of market segmentation to divide its market to

an identifiable sub-set, 2 respondent each from geographic and

psychographics representing 16.67% and 1 respondent representing 8.33%

indicated that the organisation segment its market on the bases of

demographic method.

Question 8. Do you think that market segmentation strategy has in any

way help in promoting sales of MTN product?

Table 8.

OPTIONS RESPONDENT PERCENTAGE

Yes 10 83.33%

No 2 16.67%

Total 12 100%

Source: Field Survey 2013.

45
The above shows that 10 respondents representing 83.33% agreed with the

concept that market segmentation has serious impact on the product policy

of the organisation and 2 respondents representing 16.67 percent (%) believe

that market segmentation those not have impact on the product policy of the

organisation.

Question 9. Does sales promotion gives your organization any positive

image or good will?

Table 9.

OPTIONS RESPONDENT PERCENTAGE

Yes 9 95%

No 3 25

Total 12 100%

Source: Field Survey 2013.

46
The above shows that 9 respondents representing 75 percent (%) accept the

fact that sales promotion gives the organization positive image or good will,

while 3 respondents representing 25 percent (%) do not agree with the fact.

Question 10: Does sales promotion increase the company’s profitability?

Table 10.

OPTIONS RESPONDENT PERCENTAGE

Yes 8 66.67%

No 4 33.33

Total 12 100%

Source: Field Survey 2013.

The above shows that 8 respondent representing 66.67 percent (%) said that

sales promotion has greatly increased the organization profitability while 4

respondent representing 33.33 indicated that sales promotion has little

increase on organization profitability

Question 11. Do you believe that Sale promotion should be maintained

by the organization?

47
Table 11.

OPTIONS RESPONDENT PERCENTAGE

Yes 12 100%

No - -

Total 12 100%

Source: Field Survey 2013.

The table above shows that 12 respondent representing 100% are the opinion

that sales promotion should be fully and whole heartedly maintained by the

orgnaization.

Question 12. Do you think that sale promotion have helped to give the

organization a strong product positioning?

Table 12.

OPTIONS RESPONDENT PERCENTAGE

Yes 12 100%

No - -

Total 12 100%

48
Source: Field Survey 2013.

The table above showed that 12 respondents representing 100%

unanimously indicated the positive impact of sale promotion on product

positioning.

Question 13. If yes from question 12, how successful have this been?

Table 13.

OPTIONS RESPONDENT PERCENTAGE

Very successful 9 75%

Successful 3 25%

Not successful - -

Total 12 100%

Source: Field Survey 2013.

Table 13, shows that 9 respondent representing 75% opined that sale

promotion have been very successful, while 3 respondent representing 25%

said that sales promotion have been successful in giving the organisation a

strong product positioning.

49
50
Question 14: Would you to encourage the organisation to continue to

sales promotion?

Table 14

OPTIONS RESPONDENT PERCENTAGE

Yes 12 100%

No - -

Total 12 100%

Source: Field Survey 2013.

In the table above, all respondents representing 100% indicated their

willingness to encourage the organisation if given the opportunity to

continuously sale promotion for better and sustainable profitability.

Question 15. With the effective sales promotion for efficient marketing

offer, how would you Asses customer expectation?

Table 15

51
OPTIONS RESPONDENT PERCENTAGE

Very high 9 75%

High 3 25%

Fairly high -

TOTAL 12 100%

Source: Field Survey 2013.

The table above shows that the expectations of customers are very high,

which was gotten from 9 respondent representing 75% and 3 respondent

representing 25% of customer’s expectation.

PRESENTATION AND ANALYSIS OF CUSTOMER

QUESTIONNAIRE

Question 1: Sex distribution of customer

OPTIONS RESPONDENT PERCENTAGE

Male 9 75%

Female 3 25%

TOTAL 12 100%

52
Source: Field Survey 2013.

The table above shows that the numbers of customers that are male are 75%

of the total respondents while 3 respondents representing 25% are female.

Question 2: Educational background of respondents

OPTIONS RESPONDENT PERCENTAGE

SSCE 5 48%

ND/NCE 3 25%

BSC/HND 4 27%

Others - -

Total 12 100%

Source: Field Survey 2013.

From the table above 5 respondents representing 48% are SSCE holders, 3

respondents representing 25% are ND/NCE holders while 4 respondent

representing 27 percentages are BSC.HND holders.

53
Question 3: Marital status of respondents

OPTIONS RESPONDENT PERCENTAGE

Married 3 25%

Single 9 75%

Total 12 100%

Source: Field Survey 2013.

The above indicates that the married ones are 3 respondents representing

25% of the total respondents while 9 respondents representing 75% are

single. This implies that single ones constitute majority of the respondents.

Question 4: What age group do you belong?

OPTIONS RESPONDENT PERCENTAGE

Below 20 years 2 15%

21-30 years 2 15%

30-40 years 6 40%

40 and above 4 30%

TOTAL 12
54 100%
Source: Field Survey 2013.

From the analysis given above, majority of the respondents are between 30-

40 years with 40% of the total respondents, respondents between 40-50

years are 30% while respondent that are above 20 years and 21-30 are 15 %

each.

Question 5: What do you do for a living?

OPTIONS RESPONDENT PERCENTAGE

Student 7 58.33%

Self employed 3 25%

Civil servant - -

Unemployed 2 16.67%

TOTAL 12 100%

Source: Field Survey 2013.

55
From the analysis on table above student had the highest percentage as

respondents were 75% of the total population, 3 were self employed while

civil servant nil. This implies that student patronage MTN product more that

any other group.

56
Question 6. How frequent do you make you purchase?

OPTIONS RESPONDENT PERCENTAGE

Daily 5 40%

Occasionally 5 40%

Weekly 2 20%

TOTAL 12 100%

Source: Field Survey 2013.

The above table shows that 5 respondents representing 40% purchase their

good daily, 40% purchase occasionally as indicated in the table above, while

2 respondents purchase their good on weekly basis.

Question 7. Have you ever complained about the products you bought

from the company?

OPTIONS RESPONDENT PERCENTAGE

Yes 10 75%

No 2 25%

TOTAL 12 100%

57
Source: Field Survey 2013.

The table above indicate that majority of the respondent had complain at one

time or the other about product bought from the company, while 2

respondents representing 25 disagreed.

Question 8. Does the company promotional activities inspire you to

increase your purchase

OPTIONS RESPONDENT PERCENTAGE

Yes 10 75%

No 2 25%

TOTAL 12 100%

Source: Field Survey 2013.

The respondent from the above table agreed that the promotional activities

of the company inspire them to increase their purchase while 2 respondents

representing 25% disagreed.

58
4.2 DISCUSSION OF THE RESULT

The analysis of data carried out in this chapter provide some useful

indications on the effective marketing strategy for segmentation and product

positioning with reference to MTN.

With reference to question five which is designed to know the importance of

market segmentation to the marketing of organisationing products and all the

respondents acknowledged the importance of market segmentation.

Regarding to question six which sought to know if MTN segment its market

and all the respondents answered in the affirmative.

Question seven designed to know the basis of segmentation and with the

number of response gotten it showed that MTN use all the basis of

segmentation.

Question eight, which sought to know if market segmentation strategy has

an impact on the product policy of the organisation. With ten out of the

twelve respondents saying yes, it shows that market segmentation has an

impact on the organisation product policy.

59
Question Nine opted to know if the organisation segment its market based

on income, nine out of the twelve respondents chose yes and, this means that

the organisation segment based on income.

Question ten, which sought to know the response of customers to

segmentation strategy of the organisation, and with the response of eight out

of the twelve respondents indicated that the organisation is able to meet the

needs of its customers.

Question eleven is designed to know if market segmentation strategy should

be maintained and all the respondents said it should be maintained.

Pertaining to question twelve designed to know if market segmentation has

helped the organisation and all respondents said yes it has helped the

organisation.

Question thirteen which is design to know how successful market

segmentation has been to the organisation and nine out of the twelve

respondents said it has been successful.

60
 With question fourteen which sought to know if the organisation should

continue to segment its market and all respondents said yes

4.3 PROOF OF HYPOTHESIS

This section of the chapter will attempt to prove the hypothesis earlier stated

in line with the findings. This is with the aim to either accept or reject it.

NULL HYPOTHENSIS (HO)

That MTN Nigeria Plc does not apply the market segmentation and product

positioning philosophy to realize its strategy objective.

ALTERNATE HYPOTHESIS (HI)!

That MTN Nigeria Plc apply market segmentation philosophy to realize its

objective

This can be determined from the table below

QUESTION FAVOURABLE UNFAVOURABLE TOTAL

5 100 - 100

6 100 - 100

11 100 - 100

12 100 - 100

61
 13 100 - 100

14 100 - 100

TOTAL 600 - 600

Favourable = 600/600 X 100 = 100%

Unfavourable = 00/600 X 100 = 0%

From the above arithmetic calculation on the management and staff

responses, all the respondents representing 100 percent (%) agreed that the

application of market segmentation strategic to the organisations product

offer gives the organisation a strategic positioning.

The researcher have intends to test the draw up hypothesis with the view of

accepting or rejecting as appropriate. Having analyzed the collected data the

stated hypothesis can now be tested.

NULL HYPOTHESIS (Ho)

That MTN Nigeria Plc does not apply the market segmentation philosophy

to realize its objective.

62
ALTERNATE HYPOTHESIS (H1)

That MTN Nigeria Plc apply the market segmentation philosophy to realize

its objective.

PROOF

From the results of the data collected, the alternative hypothesis stands valid.

This can be seen from the table above, with 100 % respondents supporting

the concept of marketing segmentation. Therefore we can accept the

alternate hypothesis (H1) and reject the null hypothesis.

In the same vain, the finding reveals that there is consistency with the

existing body of knowledge as regards market segmentation.

63
 CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.0 INTRODUCTION

This chapter is intended to bring out the summary of the research study,

draw a conclusion on the work so far and make recommendations thought

worthy.

5.1 SUMMARY

The Organisation under study, embarked on market segmentation “we

recognized immediately that the only way to create a niche in the market is

to personalize service” and eventually deliver service that are beyond

customer’s expectations.

The MTN Nigeria Plc uses marketing concept through it’s marketing officers

to deliver it’s products to its teeming customers across the nation and abroad.

Organisationing business is becoming highly competitive especially in this

turn of millennium, MTN Nigeria Plc therefore adopted the segmentation

strategy to gain strong market positioning and this has made the organisation

64
to be recognized nationally and internationally, winning more and more

customers.

65
5.2 CONCLUSION

From the study so far, it is clear that market segmentation is necessary for

any business to survive and remains a going concern. Stanton (1981) puts, it

this way: customer oriented philosophy this requires a careful study of the

customers needs within a given sub – market and finding a way of satisfying

those needs.

Organisationing industry in Nigeria particularly MTN Nigeria Plc to a greater

extend employ market segmentation philosophy. This has provided the

organisation with what it calls “enviable position” in satisfying its customers

effectively, and profitably positioning its service. The relevant of the 7ps in

the service industry; price, promotion, place, people, process and physical

evidence, though with a different approach cannot be put away but

incorporated in the process of segmentation as basic ingredient of marketing.

5.3 RECOMMENDATIONS

From the analysis in chapter four, the research wishes to make the following

recommendations.

66
Due to the intense competition characterizing the business environment in

the dawn of a new millennium, the MTN Nigeria Plc should make effort to

retain its customers, considering their satisfaction foremost ahead of short

term objectives, and to continuously segment the market, as no market static

for increase customers patronage and possibly long term profit.

The Organisation (MTN Nigeria Plc) could explore other areas or parts of

the market rather than being interested only in large corporate customers,

overall organisationing is very basic. It is recommended that this research

work has not explored all the areas of study to this topic, and therefore other

users or students alike could undertake to make further studies from where

this research work stopped.

67
 REFERENCE

Blattberg and Scott (1990): Sales Promotion Concepts, Methods and Strategies,

3rd Edition Engle Wood Cliff NJ Prentice Hall, London.

Nwokoye N.G (1984) Modern Marketing for Nigeria 3rd Macmillan Publishers

Lagos, Nigeria.

Courland and Williams (2001) Advertising and sales promotion 7th Edition

Oxford university press london

Lodish L M (1986) The advertising and promotionchallenges. 2nd Editio

Oxford University Press London.

P. Kotler (1994),Marketing Management Analeyis, Planning, Implementation

and Control 6th Edition. Englewood Cliff N.J Prentice Hall London

Umerah A. (2003)Marketing Communication Secnrd Revised Edition, Marketing

Department Kaduna Polytechnic Ade Publisher Nigeria

Splilard P (1984) Sales Promotion Place in the Marketing Mix Business Book Ltd

London

Blattberg and Scott (1990) Sales Promotion Concepts, Methods and Strategies,
68
 3rd Edition Engle Wood Cliff NJ Prentice Hall, London.

Nwokoye N.G (1984) Modern Marketing for Nigeria 3rd Macmillan Publishers

Lagos, Nigeria.

Courland and Williams (2001) Advertising and sales promotion 7th Edition

Oxford university press london

Lodish L M (1986)The advertising and promotionchallenges. 2nd Edition

Oxford University Press London.

P. Kotler (1994) Marketing Management Analeyis, Planning, Implementation

and Control 6th Edition. Englewood Cliff N.J Prentice Hall London

Umerah A. (2003) Marketing Communication Secnrd Revised Edition,

Marketing Department Kaduna Polytechnic Ade Publisher Nigeria

Splilard P (1984) Sales Promotion Place in the Marketing Mix Business Book Ltd

London

69
 APPENDIX

QUESTIONNAIRE

Department of Marketing

College of Administrative and

Business Studies

Kaduna Polytechnic, Kaduna

Dear sir/Madam

I am a final year student of the above named institution conducting a research

project on “The Impact of Market Segmentation and product positioning in a

service Industry”, with a particular reference to MTN Ahmadu Bello Way Kaduna,

in partial Fulfillment of the requirement for the award of HND in Marketing

Kaduna Polytechnic. I will highly appreciate if you could please respond

courteously to the attached questionnaire. This is purely an academic exercise and

every information provided shall remain confidential.

Thanks

Yours faithfully

Al- Amin Zakariya

70
researcher

71
 QUESTIONNAIRE (Management)

From the alternative provided (A - D), tick or delete appropriate

1) Age

a) 25 – 30 years [ ]

b) 31 – 35 years [ ]

c) 36 – 40 years [ ]

d) 40 and above [ ]

2) Sex

a) Male [ ]

b) Female [ ]

3) How Long Have you been with MTN

a) 1 – 2 years [ ]

b) 3 – 4 years [ ]

c) 5 – 6 years [ ]

d) From inception [ ]

4) How can you describe your position in MTN?

a) Management Staff [ ]

b) Technical Staff [ ]

c) Sale, field Officer [ ]

72
5) Do you believe that market segmentation strategy is an important

element in marketing of MTN product?

a) Yes { }

b) No { }

6) Does MTN Segment its Market?

a) Yes { }

b) No { }

7) If your answer to question 6 is yes on what bases is the segmentation

done.

a) Geographic { }

b) Demographic { }

c) Behavioural { }

d) Psychographics { }

e) All of the above { }

8) Do you think that market segmentation strategy has any impact on the

product policy of MTN?

a) Yes { }

b) No { }

9) Do you think that market segmentation have helped to give

organization a strong product positioning?

73
 a) Yes { }

b) No { }

10) How will you describe customers’ response to the segmentation

strategy of MTN?

a) Very Encouraging { }

b) Encouraging { }

c) Not Encouraging { }

11). Do you believe that marketing strategy should be maintained by the

organization?

a) Yes { }

b) No { }

12). Do you think that market segmentation have helped to give the

organization a strong product positing?

a) Yes { }

b) No { }

13). If yes from question 12, how successful have this been?

a. very successful [ ]

b. Successful [ ]

74
 c. Not successful [ ]

14. Would you encourage the organization to continue to segment its

market?

a) Yes { }

b) No { }

15). With the effective segmentation for efficient marketing offer, how

would you assess customer expectation?

a. very high [ ]

b. High [ ]

c. Fairly high [ ]

75
 QUESTIONNAIRE (Customers)

1 Sex

a. Male [ ]

b. Female [ ]

2. Education background

a. SSCE [ ]

b. ND/ NCE [ ]

a. BSC/HND [ ]

d. Others [ ]

3. Marital status

a. Single [ ]

b. Married [ ]

76
 4. What age group do you belong?

a. Below 20 years [ ]

b. 20-30 years [ ]

c. 30-40 years [ ]

d. 40 and above [ ]

5. What do you do for a living?

a. Student [ ]

b. Self employed [ ]

c. civil servant [ ]

d. Employed [ ]

6. How frequent do you make your purchase?

a. Daily [ ]

b. Occasionally [ ]

c. Weekly [ ]

7. Have you ever complain about the product bought from the company?

a. Yes [ ]

b. No [ ]

8. Does the company promotional activities inspire you to increase your

purchase?

77
 a. yes [ ]

b. No [ ]

9. How long have you been patronizing MTN?

a. 1-2 years [ ]

b 3-4 years [ ]

c. 5-6 years [ ]

d. From inception [ ]

10. Do you enjoy MTN Network?

a. Yes [ ]

b. No [ ]

78