AGGRESSIVE MARKETING AND PRODUCT PERFORMANCE IN NIGERIA: A CASE STUDY OF THE TELECOMMUNICATION INDUSTRY

Abstract vi
ABSTRACT This study investigates the relationship between aggressive marketing and product performance. The study was able to determine, among other, how inter-industry marketing commitment and company goal actualization can affect the performance of actors in the communication industry. The study was limited to MTN Nigeria Plc and Globacom limited, being some of the major actors in the Nigerian telecommunication industry. The research work relies majorly on primary data which was gathered using a well-constructed questionnaire as the research instrument. The sample that was used for this study was selected from major distributors, retailers and subscriber of variety of MTN Nigerian and Globacom limited product. In all 300 (Three Hundred) questionnaires was issue to the respondents on a quota sampling basis as it recognizes the existence of different groups in the population. The data gathered was analyzed using the ordinary least square (OLS) method of regression analysis, of which was the basis of hypothesis testing. The study however concludes that there is significant impact of aggressive marketing on the product performance and that Industry environmental indices and strategies adopted yield better performance of Nigerian communication industry based on the result of the regression analysis. It is however recommend among other, based on the findings of the study that organization’s marketing strategy should be time to time examined so as to know whether it conform to the business objective.

CHAPTER ONE: INTRODUCTION  1.1 Background of the study 1-2  1.2 Statement of the problem 2-3  1.3 Objectives of the study 4  1.4 Research Questions 4-5  1.5 Research Hypothesis 5  1.6 Significance of the study 5-6  1.7 Scope and Limitation of the study 6  1.8 Methodology 7  1.9 Definition of Operational Terms 7-8  1.10 Plan of the Study 8-9 CHAPTER TWO: LITERATURE REVIEW  2.1 Theoretical Framework 10-14  2.2 Conceptual Framework 14-35  2.3.1 Historical Background of MTN Nigeria Plc. 35-37  2.3.2 Historical background of Globacom Limited. 37-39  CHAPTER THREE: RESEARCH METHODOLOGY 3.1 The Study Area 40 3.2.1 Population of the Study 40 6 3.2.2 Sampling Design 41 3.3 The Research Design 42 3.4 Types of Data and Instrument for Data Collection 42 3.5 Validity and Reliability 42-43 3.6 Model Specification 43-44 3.7 Method of Data Analysis 44 CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND INTERPRETATION  4.0 Introduction 45  4.1 Data Presentation 45  4.1.1 Analysis of Respondent Bio-Data 45-49  4.1.2 Analysis of Responses of the Respondents 50-64  4.2 Test of hypothesis I 64  4.2.1 Model Estimated Result 64-65  4.2.2 Restatement of Hypothesis I 65  4.2.3 Interpretation of Result 65-66  4.3 Test of hypothesis II 66  4.3.1 Model Estimated Result 66  4.3.2 Restatement of Hypothesis II 67  4.3.3 Interpretation and Decision 67-68 CHAPTER FIVE: SUMMARY CONCLUSION AND RECOMMENDATIONS  5.0 Summary of the major findings 69-70 5.1 Conclusion 70 5.2 Recommendation 71-72  REFERENCES  APPENDIX  7