Product Branding as a Tool for Increasing Consumer Loyalty in the Telecommunication Industry in Nigeria

Description

Download Product Branding as a Tool for Increasing Consumer Loyalty in the Telecommunication Industry in Nigeria. Marketing students who are writing their projects can get this material to aid their research work.

Abstract

Prior to the advent of GSM in 2001, phone penetration was low to the verge of negligible. Nitel had the monopoly. But all that changed with the GSM revolution brought by the licensing of Econet (now Airtel), Mtel, MTN and the later entry of Glo and Etisalat into the industry.

At first, all that was needed for marketing success was availability. Because the demand for phone was far more than the supply, these companies were on a roll, snapping subscribers after subscribers from phone starved Nigerians. That has since changed.

With the fierce competition and the saturated market already, telecom operators must work hard to reduce cost, win new customers and most importantly retain the existing ones.

This study is based on product branding as a tool for increasing consumer loyalty in the Nigeria telecommunication industry. The main objective is to determine the relationship between product branding and consumer loyalty in the Nigeria telecommunication industry.

Primary data used for this work which was sourced through questionnaire administered to customers of the four major telecommunication companies in Nigeria (MTN, Airtel, Globacom and Etisalat) residing in Enugu metropolis.

Introduction

The Nigerian Telecommunication industry has experienced exponential growth in the last ten years, going from active subscriber lines of 400,000 and teledensity of 0.04% to active subscriber lines of over 90 million and teledensity of 64.88% as of July 2011(Juwah, 2011).

The Country telecom market has been described as one of the fastest growing telecommunication markets in the world. The driving factor is government’s robust policy which fully liberalized the sector about a decade ago when the story of progress and development in the sector really started to unfold.

The industry is experiencing stiff competition and it is the duty of every player in the industry to develop a good marketing strategic plan that will enable it win a good portion of the market. The current situation in the market shows that it is already saturated.

Most potential customers already have a telephone line or two, unlike the initial stage of the deregulation of the industry.

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