Marketing Mix Elements and Brand Loyalty in the Nigerian Telecommunication Industry

Abstract

This study examined the impact of marketing mix elements on brand loyalty in Nigerian telecommunication firms. The general objective is to examine the impact of marketing mix elements on brand loyalty in Nigerian telecommunication firms. The specific objectives of the study are to examine the effect of price on brand loyalty, to investigate the relationship between distribution and brand loyalty, to determine the effect of promotion on brand loyalty and to examine the effect of product on brand loyalty. The study adopted the descriptive survey design method. The population of the study was one hundred and thirty three (133) from selected telecommunication firms in Asaba, Delta State. A stratified sampling technique was used to select the respondents in each of the selected telecommunication firms in Asaba. Findings revealed the extent to which price, distribution, promotion and product affect brand loyalty. The study concludes that distribution strategy has a significant relationship with product management. The study also concludes that telecommunication firms use integrated marketing communications strategy as their major promotion strategy which is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. The study recommends that telecommunication firms should use price promotion strategies, such as uses price discounts, free samples, and bonus packs to increase customers’ intention to purchase their products and hence, increase in sales volume.