Effects of advertising on consumer preference for telecommunication firms in Nigeria

Abstract

The proliferation of different telecommunication firms brands in the country has led to cut-throat competition for increased market share being witnessed among the operators in the telecommunication industry. When competition is keen and the consumers are faced with telecom service choice in the market, it becomes imperative for the manufacturers to understand the major factors that can attract the attention of buyers to his own service. These then form the basis for marketing panning and action. This study, which was based on a survey of 250 randomly selected consumers of telecom services in Lagos and Ibadan cities in South-western Nigeria, examined the role played by advertising in influencing consumers’ preference for telecom services provided by telecommunication firms. Results revealed that both male and female and different age groups were equally influenced by advertising in their preference for the brand. 38.00% of the consumers showed preference for MTN out of the various firms of the telecommunication firms studied. The major reasons advanced for the preference are its captivating advertising (42.62%) and availability (37.24%). The need for high preference to advertising is therefore highlighted for telecommunication firms that want to not only retain their market but take positive steps to increase their market share.

Key words: Media, advertising, communication, preferences