LINKING LOYALTY: ASSESSING THE INFLUENCE OF MARKETING MIX ELEMENTS ON BRAND LOYALTY IN NIGERIAN TELECOM
Authors: Funmilayo Adesuwa Adeleke
Published: June 2024
Abstract
<p>This study investigates the impact of marketing mix elements on brand loyalty in the Nigerian telecommunication industry. The study adopted a descriptive survey design and a stratified sampling technique to select 100 employees and consumers from selected telecommunication firms in Asaba, Delta State. The study found that the distribution strategy has a significant relationship with product management, and telecommunication firms use integrated marketing communications strategy as their major promotion strategy. The study also reveals that telecommunication firms should utilize price promotion strategies, such as price discounts, free samples, and bonus packs to increase customers’ intention to purchase their products and hence, increase sales volume. Overall, the study concludes that the marketing mix elements, product, price, promotion, and distribution, have a significant impact on brand loyalty in the Nigerian telecommunication industry.</p>
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