Influence of sales promotion strategies on customer choice of telecommunication firms in federal capital territory Abuja, Nigeria

This research examined the influence of sales promotion strategies of telecommunication firms on customer choice of the firms in Federal Capital Territory (FCT) Abuja and by extension Nigeria in general. The study specifically investigated how discount strategies, premium strategies, and bonus strategies influence customers choice of the telecom firms in terms of repeat purchase, and loyalty. A cross-sectional survey design anchored on mixed research philosophy was adopted for the research. The population for the research was 7,107,587 active customers of the telecom firms according to Nigerian Communication Commission year 2024 report and a sample size of 384 customers raised with the aid of Research Advisor (2006) sample size determination table under 95% confidence level with 0.05% margin of error. The customers were distributed and selected from the study area with judgmental and convenience non-probability sampling methods. Questionnaire served as the data collection instrument for the research while the data collected were analyzed with Spearman Rank Order Correlation with the help of IBM SPSS version 22. At the end of the analysis and interpretation of results, the research revealed among other things that all the sales promotion strategies – discount, premium, and bonus positively and significantly influenced the buying behaviour of customers of the telecom firms in terms of repeat purchase and loyalty. Based on the findings, the research concluded that sales promotion strategies positively and significantly influence customers choice of the telecom firms and their services in the study area and by implication Nigeria as whole. And standing on the conclusion, the management of the telecom firms were advised to give adequate attention to the sales promotion strategies planning and implementations as a short-term measures in order to remain in business because of the present economic depression which Nigeria finds herself but were equally encouraged to engage in viable research and development to improve the quality of their services as a long-term measure in order not only to attract customers but also to retain them for future transactions.