THE IMPACT OF ADVERTISING ON SALES OF MOBILE PHONE IN ENUGU METROPOLIS
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The sophisticate of the socio-economic and political environment of the world has introduced a state of urgency and style human affairs are conducted. There is an increasing awareness about the fact that does for instance in a race, the winner is the shorted possible time, in Business, there is a popular saying that time is money, signifying that the two has an opportunity cost. That being the case information which is the basis for most decision ought timely. As such telecommunication has in the present time risen to a very for told it’s relevance day-to-day human affairs.
Security agency all over the world rely heavily on telecommunication for their business entitles and individual too are not left out. Radio communication is an example of telecommunication networks.
Telephone, the emphasis of the research work is an instrument used for sending message especially human voice to a distance wire or radio, with the new technological break through in the innovation of mobile phone, emphasis is already being made to create awareness of this new technology.
In Nigeria where this technology is relatively marketing effort is required to sell the item to consumers appointment.
Interestingly, Nigeria communication Plc (NITEL) has been only player in the communication industry over the years.
There has been only player in the communication industry over the year.
There has been no challenger since NITEL has exist and funded by the federal government of Nigeria. Being a sole player monopolize industry, there was no need for more advertisement sales promotion or generally marketing. But with the deregulation of putting telecommunication companies and the police of government on privatization. Commercialization, competition have set in market of both telecommunication and the instrument has become imperative for success.
1.2 STATEMENT OF THE PROBLEM
Recent global events have indicated very clearly that development in the twenty first century will be propelled by the revolution telecommunication and information technology. In an effort to develop a long the global trends in this sector. The Nigeria telecommunication (NITEL) is frequently and continually improving it’s technology and service delivery Newer at a friendly equipment and system appear on a regular basis in our market to replace out dated item.
These are calculated advices geared towards the improvement of standard. There by given consumer value for their money.
Nevertheless, in Nigeria problem traceable to take of effective marketing gathered the operation of some telecommunication establishment some of them have no fare enough in the areas of telecommunication equipment and instrument.
1.3 OBJECTIVES OF THE STUDY
The main objectives of the study is to highlight the contribution of advertising and marketing principles on sales of mobile phone. The factors that determine demand, pricing and distribution of the service in Nigeria.
OTHER OBJECTIVES INCLUDES
a. To highlight the loopholes in services offered by mobile operation so as to enables management policies, strategies and decision to be stream-lined towards improving on these services.
b. To educate the mobile phone employees on the benefit of good customer relations.
c. To establish the relationship between marketing and sales of mobile phones. Two hypothesis were tested. The hypothesis are as follows.
Ho: The application of advertising and marketing principles does not have significance effect on sales of mobile phone.
Hi: The application of advertising and marketing principles have significance effect on sales of mobile phone.
Ho: Marketing efforts impact negatively on the profit of telecommunication firms.
Hi: Marketing effort impact positively on the profit of telecommunication firms.
1.4 SIGNIFICANCE OF THE STUDY
The study is relevant to the extent it identifies the important of marketing orient to the sales of mobile phones. Thus, it is essential guide to operators of mobile phone services decisions of improving the sales performance so that they can maximize their profit. It also prepares them for the scope of work a head and help them to gather through resources to fully implement their program with ease.
1.5 SCOPE OF THE STUDY
The scope of this study research work centered on the impact of effective marketing of telecommunication product and service under the broad subject, the study focused on the marketing practices of mobile phone operations in Enugu.
In the course of the study, effort was made to determine the importance of mobile phones to the society and Nigeria economy.
1.6 LIMITATION OF THE STUDY
The limiting factors include time and finance. Time was a major limitation to the collection of data. Effort were made to schedule and keep to interviews.
A couple of the interviews were honoured as scheduled, failed appointment were rescheduled. Some were successful while others remain unsuccessful.
Financial constraint and desire to produce a through work within the little time frame the research to limit the study to Enugu metropolis. Regardless of the above limitations great and relentless effort were made to deliver a dully researched and comprehensive work on the topic under study.
1.7 RESEARCH HYPOTHESIS
The following hypothesis are formulated for the purpose of these research work.
HYPOTHESIS ONE
Ho: Advertising does not impact positively on the profit of airtel mobile phone
Hi: Advertising impact positively on the profit of airtel mobile phone.
HYPOTHESIS TWO
Ho: Advertising does not help to improve the services offered by airtel mobile phone.
Hi: Advertising help to improve the services offered by airtel mobile phone.
HYPOTHESIS THREE
Ho: Advertising does not impact positively on the customer demand of airtel mobile services.
Hi: Advertising impact positively on the customer demand of airtel mobile services.
HYPOTHESIS FOUR
Ho: Advertising does not enhance the sales of mobile phones.
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