- The Complete Research Material is averagely 112 pages long and it is in Ms Word Format, it has 1-5 Chapters.
- Major Attributes are Abstract, All Chapters, Figures, Appendix, References.
- Study Level: BTech, BSc, BEng, BA, HND, ND or NCE.
- Full Access Fee: ₦6,000
Get the complete project »
CHAPTER ONE
1.1 INTRODUCTION
Nigeria has emerged as the fastest growing telecommunication market on the African continent. The telecoms industry has experienced a dramatic increase in telephone lines from about 10,000 new lines per annum between 1960 and 2000, to 1 million new lines per annum in the last three years. With a total of 2.8million connected telephone lines as at June 2003, compared to only 400,000 in 1999, the growth in telecoms service industry is unprecedented (NCC, 2003 vii). As at December, 2004 10million subscribers have been actively connected in Nigeria (The Guardian, 2004).
At the end of 1997, Nigeria had only 0.38 lines per 100 inhabitants (Business Day, S. A, 2002). The low level of supply of telephone lines in previous years was a major hindrance to economic growth and productivity. The sole provider, Nigeria Telecommunications Ltd, was government owned and to get connected, consumers often had to wait 2 - 3 years before supply was affected. When the telephone line was eventually installed, maintaining service was a challenge.
However, the parlous state of the industry began to be addressed in 1992 when the telecommunications industry was opened to liberalization with the establishment of the Nigerian Communications Commission (NCC), a body charged with the direct responsibility of regulating the sector and creating an enabling environment for private sector participation in the
11
industry. The legal instrument for this and the subsequent deregulation of the sector was Decree 75 of 1992 (now replaced with the Telecomms Act 2003).
A major landmark was however achieved with the auction of four GSM licenses in January, 2001. Widely adjudged as transparent, fair, competitive and successful, the introduction of GSM has been the catalyst of a fresh wave of investments at a scale never witnessed before. As at the end of 2002, the annual market growth rate is 503% for mobile and 17% for fixed.
The types of telecommunication services -available in the
Nigerian environment are:
- Fixed telephony (including voice and data services)
- Mobile telephony (analog and digital)
- Internet services (including dial up, wireless, radio and VSAT services)
- Value added services (including payphones, paging, voicemail, and prepaid calling card services.
The high market growth rate has prompted high rate of new entrants and thus competition. This has necessitated the importance of studies of consumer preferences and disposition towards the telecommunication sector in Nigeria. The import of this study can therefore not be over-emphasised.
1.2 STATEMENT OF THE PROBLEM
The essence of any organisation lies outside the system, (December 1954: 35). In agreement with this, Bello, 1988 also sees an organisation as an open system. The survival of the
12
organisation is ensured by its ability to create and maintain customers, (Oni, 1999). This is achieved by the organisation using available resources not only to produce the desired goods and services but also to satisfy the consumers in order to sustain and influence the purchase decision of present and prospective customers. This duty of consumer satisfaction by telecommunication companies in Nigeria have been found to be deficient resulting in many complaints by the subscribers. This constitutes the major problem of this study.
A major challenge and problem faced by the telecommunications service providers in Nigeria is how to influence the purchase behaviour of consumers in favour of the service and brand they offer. Hence a detailed analysis of the consumer needs are needed before attempts are made by providers to satisfy the consumers and translate into purchase actions.
Providers also need to analyse how consumers gather information regarding various alternatives, response to marketing communications and the consumers reasons for purchasing the service.
This study shall attempt to provide solutions to all these consumer analytical dispositions. A solution to these stated problems would elucidate the objectives of this thesis.
1.3 OBJECTIVE OF THE STUDY
Modem marketing calls for more than developing a good product, pricing it attractively, and making it accessible to target customers. Organisations must satisfy and positively influence
13
the purchase decisions of their present and prospective customers.
Throughout the life cycle of a product customer relationship towards understanding and satisfaction is of essence. In a perfectly competitive environment, a versatile management use consumer satisfaction to position their products. This satisfaction in the telecommunication industry can come in a number of ways, among which are, customer care, prompt connection, little or no drop calls, value delivery, accessible and affordable recharging, prompt response to complaints and provision of reward to customers, among others.
The main objective of this study is to find out the main factors influencing consumer purchase decision telecommunication services provided by different companies operating in Nigeria. Specifically
The study aim to:
i. Determine the processes involved in making (a telecommunication service) purchase decision by subscribers in Nigeria.
ii. Determine the functionality of telecommunication services to subscribers in Nigeria.
iii. Determine -hour-- consumers gather information regarding various brands of telecommunication services
iv. Determine where subscribers prefer to purchase telephone lines and recharged cards and;
v. Determine the post purchase reactions of the telecommunication subscribers in Nigeria.
14
1.4 RESEARCH QUESTIONS
Research questions are asked in order to generate sufficient data directed towards attaining the objective of the study. The following questions are:
i. How do consumer arise purchase a telephone lines?
ii. How do consumers know about the existence of the brand they use?
iii. How do consumers assess the quality of the brand they use?
iv. How do consumers buy the telephone lines and where do they buy the recharged cards?
v. What are the post purchase behaviour of consumers?
1.5 HYPOTHESIS
By definition, hypothesis is a conjectural or tentative statement concerning the relationship between some variables of interest, usually dependent and independent variables.
Three independent telecommunication service quality characteristics shall be used to test if each has significant effect on consumer purchase decision (dependent variable) if delivered by the service providers.
The three telecommunication service quality characteristics are:
i. Functionality
ii. Customer care
iii. Promotion
15
The null hypotheses tested in this can be stated thus:
You either get what you want or your money back. T&C Apply
You can find more project topics easily, just search
-
SIMILAR MARKETING FINAL YEAR PROJECT RESEARCH TOPICS
-
1. EFFECTS OF PRICE HAGGLING STRATEGY ON CONSUMERS’ DECISION MAKING IN SELECTED TRADITIONAL MARKETS IN IBADAN, OYO STATE
» CHAPTER ONE INTRODUCTION 1.1 Background of the Study The aim of marketing is to meet and satisfy target customers’needs and wants better than co...Continue Reading »Item Type & Format: Project Material - Ms Word | 136 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
2. IMPACT OF FAKE DECEPTIVE ADVERTISING ON CONSUMERS PURCHASING INTENTION IN NIGERIA (CASE STUDY OF NIGERIA TELECOMMUNICATION INDUSTRY)
» CHAPTER ONE INTRODUCTION BACKGROUND OF STUDY The essence of being in business by any business outfits is to produce for sales and profits. In order to...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
3. COMPARATIVE EVALUATION OF CUSTOMER SERVICES IN PRIVATE AND PUBLIC BROADCASTING ORGANIZATION: A STUDY OF NTA AND AIT
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY The main motive of every business organization, whether manufacturing or service industry, is to ...Continue Reading »Item Type & Format: Project Material - Ms Word | 101 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
4. THE IMPACT OF E-MARKETING IN NIGERIAN BANKING INDUSTRY
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND TO THE STUDY Marketing is the process by which companies determines what product and services may be of intere...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
5. THE STRATEGIES FOR EMPOWERING THE HARD CORE POOR THROUGH MICRO-FINANCING (A CASE STUDY OF RELIEF MARKET, OGBETE MAIN MARKET AND ABAKPA MARKET ALL ...
» CHARPTER ONE INTRODUCTION ix 1.1. BACKGROUND OF THE STUDY Microfinance is the provision of small loans (micro credit) to poor people to help them enga...Continue Reading »Item Type & Format: Project Material - Ms Word | 82 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
6. NEW PRODUCT DEVELOPMENT AND MANAGEMENT AS SURVIVAL STRATEGIES FOR AN ORGANIZATION (A CASE STUDY OF 7UP, LAGOS IDDO PLANT)
» CHAPTER ONE INTRODUCTION 1.1 Background of the Study In competitive market, the best and strongest firms sustain growth and maintain profitability ove...Continue Reading »Item Type & Format: Project Material - Ms Word | 72 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
7. THE INFLUENCE OF BROADCAST MEDIA ON THE SALES OF FAST MOVING CONSUMER GOODS IN PORT HARCOURT
» CHAPTER ONE INTRODUCTION 1.1. Background of the study The term ‘broadcast media’ is quite often mentioned these days. It is a new phenomen...Continue Reading »Item Type & Format: Project Material - Ms Word | 68 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
8. IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BEHAVIOR AND SALES VOLUME OF AN ORGANIZATION (A CASE STUDY OF PAMPERS)
» Abstract The use of celebrities has been adopted by various organizations in advertising products and services. Celebrity endorsements are now common ...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
9. AN EXAMINATION OF THE IMPACT OF SALES PROMOTION ON THE MARKETING OF TELECOMMUNICATION SERVICES IN NIGERIA – CASE STUDY OF GLOBACOM, ENUGU
» CHAPTER ONE INTRODUCTION 1.1 Background of the Study xi Over the past few decades in Nigeria, there has been an increase in the use of sales promotion...Continue Reading »Item Type & Format: Project Material - Ms Word | 114 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
10. PHYSICAL DISTRIBUTION IN ROOFING SHEET AND ASSOCIATED PROBLEMS (A Case Study of East Chase Limited Enugu)
» CHAPTER ONE 1.1 BACKGROUND OF THE STUDY In today’s business and marketing environment, a lot of problems are inherent, and distribution bottlene...Continue Reading »Item Type & Format: Project Material - Ms Word | 97 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT