INFLUENCE OF TELECOMMUNICATION ADVERTISING ON
CONSUMERS CHOICE: AN ANALYSIS OF MTN AND AIRTEL
SUBSCRIBERS IN IMO STATE UNIVERSITY
BY
MBATA JEREMIAH
16/
DEPARTMENT OF MASS COMMUNICATION,
FACULTY OF SOCIAL SCIENCES,
IMO STATE UNIVERSITY.
AUGUST, 2020
i
TITLE PAGE
INFLUENCE OF TELECOMMUNICATION ADVERTISING ON
CONSUMERS CHOICE: AN ANALYSIS OF MTN AND AIRTEL
SUBSCRIBERS IN IMO STATE UNIVERSITY
BY
MBATA JEREMIAH
16/
A PROJECT SUBMITTED TO THE DEPARTMENT OF MASS
COMMUNICATION,
FACULTY OF SOCIAL SCIENCES IMO STATE UNIVERSITY IN
PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE
DEGREE OF BACHELOR OF SCIENCE (B.Sc) IN MASS
COMMUNICATION
SUPERVISOR
ASSOC. PROF B.J.C ANYAWU
AUGUST, 2020
ii
APPROVAL PAGE
This research project “Influence of telecommunication advertising on consumers
choice: an analysis of MTN and Airtel subscribers in Imo state university” has
been certified and accepted in partial fulfillment of the requirements for the award
of Bachelor Of Science ( B.sc) in mass communication, Imo state university.
…………………………… ..
Assoc. Prof B.J.C Anyawu
(Supervisor)
…………………………… ..
Dr. Kingsley Nworgu
…………………………..
Date
…………………………..
Date
(Head of Department)
…………………………… ..
Prof. Patrick Nnamocha
…………………………..
Date
(Dean Faculty of Social Sciences)
…………………………… ..
External Supervisor
…………………………..
Date
iii
DEDICATION
This research work is dedicated to God for his guidance and provisions and also to
my Parent and siblings for their moral support and continuous belief in me
throughout the period of study.
iv
ACKNOWLEDGEMENTS
The overall glory goes to Almighty God (the first cause) who inspired me to dream
and dare for possibility, gave me strength to carry on and caused to gather at every
moment, the human and material requirement for the success of my project and
programme execution.
This study came in to reality due to enabling roles played by various
individuals. Sincerely, I wish to express my humble gratitude to my parents Mr.
&Mrs. Mbata. You have once again squeezed water out of stone to see me through
this academic ladder. I say, you are the best amongst your equals!
I cannot forget the immeasurable efforts of my project supervisor Assoc.
Prof B.J.C Anyawu. This project could not have been better without your
constructive criticisms and inputs.
To my lecturers in the Department of Mass Communication, Imo state
university, I say a big thank you for allowing me to drink from your cups of
knowledge.
I’ll not forget to acknowledge the invaluable contributions of my friends
and well wishers; I will forever remain indebted to my siblings. I say thank you for
being there for me and for the various assistance given to me during the research
work.
v
TABLE OF CONTENTS
Title page……………………………………………………………. i
Approval page……………………………………………………….ii
Dedication………………………………………………………….. iii
Acknowledgement…………………………………………………...iv
Table of contents …………………………………………………….vi
List of tables………………………………………………………….viii
Abstract…………………………………………………………….....ix
CHAPTER ONE
INTRODUCTION
1.1 - Background of the study- - - - - - - - - - - - - - - - - - - - - - - - - - -1
1.2- Statement of the problem- - - - - - - - - - - - - - - - - - - - - - - - - - -19
1.3- Objectives of the study- - - - - - - - - - - - - - - - - - - - - - - - - - - --21
1.4- Research Questions- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -22
1.5- Hypothesis of the Study - - - - - - - - - - - - - - - - - - - - - - - - - - - 23
1.6- Significance of the study- - - - - - - - - - - - - - - - - - - - - - - - - - -24
1.7- Limitations of the Study - - - - - - - - - - - - - - - - - - - - - - - - - - -24
1.8- Operational Definition of Terms - - - - - - - - - - - - - - - - - - - - - 25
CHAPTER TWO
LITERATURE REVIEW
2.0- Introduction- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -27
2.1- Historical development of telecommunication in Nigeria - - -- -27
2.2- Five Steps Model to Consumer Need Recognition - - - - - - - - -30
2.3- Review of Empirical Studies- - - - - - - - - - - - - - - - - - - -- - - - -34
2.4- Review of Theories- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 38
2.6- Theoretical framework- - - - - - - - - - - - - - - - - - - - - - - - - - - - - -43
CHAPTER THREE
RESEARCH METHODOLOGY.
3.1- Research design- - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - -46
3.2- Description of the Research Population- - - - - - - - - - - - - - - - - - 46
vi
3.3- Sampling size- - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - -46
3.4- Sampling Technique- - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - 47.
3.5- Instrument for data collection- - - - - - - -- - - - - - - - - - - - - - - - - -48
3.6- Validity of the instrument- - - - - - - -- - - - - - - - - - - - - - - - - - - - -49
3.7- Reliability of the instrument- - - - - - - - - - - - - - - - - - - - - - - - - - -49
3.8- Method of Data Collection- - - - - - - - - - - - - - - - - - - - - - - - - - - - 49
3.9- Method of data analysis- - - - - - - -- - - - - - - - - - - - - - - - - - - - - - -50
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1- Introduction- - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 51
4.2- Data presentation and Analysis- - - - - - - - - - - - - - - - - - - - - - - - - -52
4.3- Presentation and Analysis Of Section B- - - - - - - - - - - - - - - - - - - - 53
4.4- Test of Hypothesis - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 63
4.5- Discussion of Findings- - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - -72
CHAPTER
FIVE
SUMMARY,
CONCLUSIONS
AND
RECOMMENDATIONS.
5.1- Introduction - - - - -- - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - -77
5.2- Summary- - - - -- - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - 77
5.3- Conclusions- - - - -- - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - 79
5.4- Recommendation- - - - -- - - - - - - -- - - - - - - - - - - - - - - - - - - - - - -80
REFERENCES- - - - -- - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - -83
APPENDIX- - - - -- - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - 87
vii
LIST OF TABLES
PAGE
Table 1: Gender of Respondents ……………..……………………
52
Table 2: Age group of Respondents ……………..………….. …….
53
Table 3: Whether the respondent has a mobile phone handset……….. 53
Table 4: Whether the respondent is connected to any GSM network …..54
Table 5: The network to which the respondent subscribes ……………. 54
Table 6: Are you exposed to any MTN or AIRTEL advertisements
on radio, television, newspapers, magazine, billboards, etc.?………… 55
Table 7: How often are you exposed to such advertisement?....……..
55
Table 8: What advertising channels are you frequently exposed to?… 56
Table 9: Is it the advertisement that influenced your choice of the network?.. 57
Table 10: If no, what influenced your choice of the networks?….. 57
Table 11: If yes, what can you remember about the advertisement?… 58
Table 12: Is there any promise in the advertisement?……………… 60
Table 13: What the promise in the advertisement was?………………. 60
Table 14: Is it the promise in the advertisement that motivated you into subscribing
to the network?……………………………………………….. 62
Table 15: Do you consider MTN network to be better than Airtel even if either
side’s advertisements hold better promises?…………………..……. 62
Table 16: Do you consider advertisement necessary against the backdrop of poor
services?……..…………………………………………….. 63
viii
ABSTRACT
The thrust of this study is to validate or otherwise, the influence of advertising on
consumer choice with particular focus on Airtel and MTN telecommunications
services in Imo state university. The study harnessed the utility of the survey
method of research in eliciting answers to the research questions, chief among
which are; whether GSM network consumers are exposed to MTN and Airtel
advertising messages? And if Airtel and MTN advertisements influence consumers’
choice of these networks? Findings obtained from the responses to the research
questions established that subscribers are preponderantly exposed to the two
networks advertising messages and that advertising has a great influence on
subscriber’s choice of networks. These resulted in the recommendations for
practitioners to always look deeper for other influence factors which blend with
advertising to achieve maximum influence. .
ix
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Nigeria is believed to be one of the largest telecommunication markets in the
world, having an estimated subscriber base of about 149.2 million (NCC, 2017).
The subscriber base is in continuous increase and the sector has delivered strong
return on investments year on year. Telecommunication sector in Nigeria is a major
contributor to the country’s Gross Domestic Products (GDP) accounting for about
9.1% of the Nigerian Gross Domestic Product (GDP) (NBS, 2017). The ultimate
objective of any company is how to persuade its target audience to purchase its
products. In this era of modern technology, customers’ attraction and needs
satisfaction is much more complicated than producing the product or services
(Sharma, 2016). Due to mass production and presence of different brands in the
market, redirecting a consumer to make choice about particular product imposes
difficulties and challenges among competing companies in the present time
(Ahsan, Shahadat, & Thomas, 2015).
To appreciate the influence or otherwise of advertising campaigns on
consumers’preferences
of
the
General
System
for
Mobiles
(GSM)
telecommunication networks in Imo state, it is a necessary first step to briefly
capture the immediate operating environment and its metamorphosis. By this is
1
meant the Information and Communication Technology (ICT) age of the early 21st
century globally but particularly in Nigeria. Aside the “Guttenberg Empire” which
began about the middle of the fifteenth century, the ICT age as it relates to
telecommunications, thus the GSM, began independently in England and the
United States of America with the development of the telegraphic system of
telecommunication in 1830. Forty-six years afterwards, Alexander Graham Bell
invented and made the first ever telephone call in 1876. Guglielmo Marconi
later patented the wireless telegraphic telecommunication system in 1897 while
1935 witnessed the first ever telephone call across the world. Other landmarks
were the invention of the mobile cellular phones in 1983 and lately, the GSM in the
1990s with the first roll-out in Nigeria in 2001 by the Mobile Telecommunications
Nigeria Limited (MTN) and Econet Wireless Nigeria Limited (ECONET). (Shoki
and Ufuophu-Biri: 2007:181). The GSM roll-out in Nigeria in just 2001 and
elsewhere about the same time does not suggest that it is such a recent ICT
phenomenon. Akpan (2005:76) sees this popular belief as erroneous. He asserts
that the general system for mobiles telecommunication is a development of the past
and traced the beginning back to the initiatives of the Conference of European Post
and Telecommunication (CEPT) in 1982.
Notwithstanding, the introduction of the GSM telephone system to Nigeria
in 2001 represents an epoch in the evolution of the telecommunication industry in
2
the country. Akpan (2005:76) observes that the GSM allows several other tasks
than was possible with the outgoing analogue telephone system because it is
digitalized. Whatever digitalisation means! In the view of Agba (2001:24-26),
digitalisation makes possible the conversion of telephone signals into binary digits
(0,1), then into unrestrained free-flow electrical pulses which augurs for high
network speed, versatility, flexibility, reliability and other possibilities. In terms of
its physical characteristics, it is unlike the well-known analogue or rotary spin-sets
but a digital soft-touch button work that responds smartly.
The GSM quality of speed (near instant communication) was appreciated
and confirmed by Atala and Umar (2006:149-155) who note that speed characterise
all operational aspects of the new digital handset.
Akpabio (2003:132-137) on his part appreciates the mobile phone from the
point of the capacity for ownership by even poor people. In his perspective, during
the pre GSM regime of analogue landline telephones, Nigeria perhaps ranked
lowest in telephone ownership. He submits that overwhelming majority of citizens
resorted to business centers or phone booths which were few and far between.
These, he said, were also marred by long queues, general disorderliness and
frustration. This can be reconciled with the observation of cost-effectiveness over
which Shoki and Ufuophu-Biri (2007:182) again favour the smart mobile phone
piece.
3
They note that:
Before the advent of the GSM, it was very difficult for an ordinary Nigerian to own a telephone
line provided by the presently moribund NITEL. It cost fortune then to procure the landline in
addition to passing through bottleneck procedures and even lobbying and bribery. Telephone was
regarded as a status conferral and preserve of only the affluent; thus Colonel David Mark, a
Minister of Communication in the General Babangida regime pompously said that telephone was
not for the poor.
Olise and Igun (2006:81-87), as with Akpan above, welcome the GSM to Nigeria
with its capacity for various tasks hitherto unknown and impossible. They refer to
its ability to provide such services as Short Message Service (SMS), Internet
Services, Multimedia Messaging Service (MMS), Games and so forth, apart from
its conventional utility as a voice medium.
The services of the Nigerian Telecommunications Limited (NITEL) – the
national telecommunication company were notorious for numerous deficiencies.
These included prohibitive cost, non-availability of lines, service failures, channel
noise, line drops, slow dial, and the likes. It can then be understood why Okoro and
Barikui (2006:90-106) celebrated the advent of the digital GSM
telecommunication system for coming to put an end to the problems and
frustrations associated with NITEL’s failed analogue systems services. The
foregoing showcases an atmosphere of transition from an analogue
telecommunications system to a revolutionary dispensation of digital
4
telecommunication technology. Digital mobile phones came with all the
advantages over analogue, some of which have been enumerated by other
researchers cited above. Although it also presented numerous benefits in the form
of new features or task possibilities, digital GSM delivered, side by side, a whole
range of specialised vocabulary and operational methodologies than were also
known and with which excited subscribers had to grapple. For example, the
replacement of spinning rotary table sets with earlier referred soft table or
handsets.
Econet was the first to launch its GSM services on August 6, 2001, two days
ahead of MTN which rolled out only on August 8, 2001, although succeeded as the
first to make a call in its network on May 16, 2001. M-Tel, Globacom, Reltel,
Celtel, Multilinks, Starcomms, and lately Visafone, Airtel and Etisalat joined the
digital telecommunication race in rapid succession.
Noteworthy, MTN and Airtel emerged from the above maze as greater
competitive advertisers than the rest as to merit the label of “advertising foes”.
They bombarded and still bombard the various media audiences with sensational
advertisements through diverse media vehicles, hence attracted the researcher’s
focus. It is unavoidable and meaningful therefore that the reader of this
exploratory analysis is appreciated with a summary orientation on the background
and advertising activities of the two telecommunication giants.
5
MTN Nigeria is a subsidiary of the South African based mobile telecommunication
giant – Mobile Telephone Network (MTN). Following a global auction conducted
by the Federal Government of Nigeria through the Nigerian Communication
Commission (NCC) in 2001, of which MTN Nigeria won one of the then available
four licenses, the company emerged as the first GSM network to make a call in
Nigeria on May 16, 2001. As stated above, it was not until August that year, a few
days after Econet Wireless that MTN launched into full commercial operation.
At the moment, “About MTN Nigeria” claims that the telecommunication
company extends its services to “223 cities and towns, more than 10,000 villages
and communities and growing highways across the country, spanning the 36 states
of the Nigeria and the Federal Capital Territory, Abuja.” (see
http://www.mtnonline.com/) MTN has a digital microwave transmission backbone
– a 3,400 kilometre Y’elloBahn which the company said is the most extensive
digital microwave transmission infrastructure in all Africa, launched in 2003 and is
said to have enhanced call quality. The company claims that it embraces the core
values of leadership, relationship, integrity, innovation and a “can do” attitude and
believes in making impossible possible in the process of connecting people with
friends, family and opportunities. As an indication of customer relationship, MTN
also claims to dedicate a special line (181) for customers enquiries free of charge.
Network expansion and subscribers’ reach is exemplified in the exhaustion of
6
number range of prefix 0803 with which the network started operation in 2001 and
the on-going use of number prefix range of prefix – 0806, 0814, 0810, 0813, 0816,
0706, 0903 and 0703. MTN’s stated mission is to be a causal factor in Nigeria’s
economic growth and development, not only in offering world class
telecommunication services but also through a strong corporate social
responsibility policy and practice.
At the moment, MTN Nigeria offers the following range of tariff plans to
subscribers: MTN TruTalk, MTN AWUF4U, MTN BetaTalk, MTN Pulse,
XtraValue, XtraSpecial, Family and Friends (These are varying products which
carries special or different incentives or promises for the subscribers.)
On its part as stated above, Airtel Nigeria, otherwise known as Airtel has a shorter
history than MTN.
Airtel Networks Limited is a leading telecommunications services provider
with headquarters in Lagos, the commercial nerve-centre of Nigeria. The telco
ranks amongst the top three mobile service providers in terms of subscribers with a
customer base of more than 50 million as at December, 2019. The company's
product offerings include 2G, 3G and 4G wireless services, mobile commerce,
Home Broadband and enterprise services. Airtel Networks Limited is a subsidiary
of Airtel Africa Plc, a Pan-African telecommunications company with operations in
14 countries across Africa.
7
Airtel Africa is driven by the vision of providing affordable and innovative mobile
services to all and is supported in pursuing this vision by its largest shareholder,
Bharti Airtel.
Airtel Networks Limited is intensely interested and committed to supporting
laudable causes through its Corporate Social Investment initiatives in Nigeria.
Leveraging on its award-winning Touching Lives programme, Adopt-a-School
initiative and Employee Volunteer Scheme, it has invested both financial and
material resources to assist many communities as well as uplift underprivileged
people across Nigeria. Its various CSR initiatives have directly and indirectly
impacted Nigerians in the various communities where it operates.The company
was founded in 2001 as Econet Nigeria and was awarded Digital Mobile License
(DML) for communication service in Nigeria. It made history on August 5, 2001
by becoming the first telecommunications service provider to launch commercial
GSM services in Nigeria. In 2004, Vodacom took charge of the company as
management changed hands. Later in 2004, Vee Networks took the reins of the
company and became known as Vmobile. In May 2006, Vmobile was acquired by
Celtel. In 2008, Zain Group, another telecommunications company acquired all
Celtel International's shares of over $3 billion. As a result of this acquisition, all
operations of Celtel Africa was rebranded from Celtel to Zain. In 2010, Bharti
Airtel, the parent company of Airtel Nigeria, completed the acquisition of Zain
8
Group's Africa business in a $10.7 billion transaction. Airtel Nigeria is the secondlargest telecommunications company in Nigeria by number of customers, behind
MTN Nigeria. It has an estimated 46.8 million subscribers representing 26.8%
market share and in terms of mobile internet users, Airtel Nigeria has the secondlargest users with 32.4 million subscribers in July 2019.
At the moment, Airtel Nigeria offers the following range of tariff plans to
subscribers: Airtel smartTALK 2.0, Airtel smartTRYBE, Airtel SmartVALUE,
Airtel SmartTRYBE Junior, Airtel smartPREMIER, Airtel smartCONNECT, Airtel
SmartRecharge bundle, Airtel 6x bundles, Airtel Premier Connect (These are
varying products which carries special or different incentives or promises for the
subscribers.). With number prefix ranging in 0802, 0808, 0708, 0812, 0701 and
0902.
Against the backdrop of the principles, strategies and tactics of an
advertising campaign, it is possible to analyze any given advertising campaign just
to elicit how the various elements jell. A few examples using the two networks
being studied will be both exciting and illuminating.
1.1.1 MTN NIGERIA
(i) For two weeks, MTN held the Nigerian public in frenzy with a teaser: What’s
beautiful? For an industry and society that has for sometimes then been in need of
really creative advertisements, this teaser commanded massive excitement and the
9
spirit of participation in hazarding a guess nationally. Adekunle (2004, November
15) wrote, “To some, what is beautiful is wife, child, work, parents, family, boss,
friend, to mention a few of guesses on just what’s beautiful?” After about two
weeks of increasing guesses and excitements, amid invited customers, friends and
other brand admire and what was a gathering of class, MTN unveiled the campaign
by providing the answer. “What is beautiful?” finally became “Life is Beautiful.”
“Life is Beautiful” campaign was dubbed the most “ingenious” and “exciting”
since Mirinda’s “Three Orange Men” some ten years before was unleashed on an
engaged and excited Nigeria public. The analysis follows: This was in the form of
two distinct and creative advertising messages which appeared with high intensity
in the selected media (media strategy above). These are “Dance with me” and the
widely acclaimed but later controversial “Mama na boy” advertisement. Dance
with me, in Adekunle’s words “explored the loneliness challenge, of a woman
whose travelling husband left behind and can still feel the husband via ‘mere’
telephone call”. Thanks to MTN network whose wide coverage area made
thispossible. Thus, “’Dance with me” impresses that out of sight, is not out of
mind’”. Showing MTN as truly a friend, partner and a helper in building and
sustaining relationships even when those involved are separated by distance.
“Mama na boy” is a sensational more or less “supra-duper” advertisement act of
all time. In a single advertising message, MTN delivered so many messages at
10
once. With MTN, friends, lovers, acquaintances and families could still share
thoughts and be of one spirit, not minding the distance. MTN helps subscribers to
be in touch at any time and to achieve their desires anywhere anytime. “Mama na
Boy” ultimately confirms that MTN is wrongly perceived as elites only network,
that it is without class segregation but a network for all citizens, including elites as
well as poor rural dwellers who are friends based on availability of MTN network
to keep such localities connected to the urban world outside. This whole message
of love, relationship, concern, possibility, friendship, etc came through just a two
scenario advertisement copy: the one a son in the city and the other a mother in the
rural area with perfect rural native setting. The mother anxiously expected the
news of a birth – an African cultural value! The expected birth makes her a
grandmother – another African cultural value. Now the call came and a happy son
in tears of joy broke the news that not only was it a safe (usually a source of
worries at birth) but that the baby was indeed a “boy” - a priceless value among
Africans. It suffices that, “She got it hot and sizzling”. The woman broke into a
wild madden song and dance and was soon joined by happy neighbourhood folks
and life is truly beautiful with MTN. From such a far flung locality and without
MTN network such a message of joy would have had to be delayed a day, a week,
a month or perhaps a year…. Is MTN not a concerned citizen? Is she not a friend, a
helper, an enabler, a possibility force and a relationship agent? If such rural people
11
enjoy MTN network services, who says MTN is for only elites? Is not expansive,
and does not empower…?
Everywhere you go!
This campaign was unveiled on Wednesday, April 20, 2005 when the impact of
“Life is beautiful” yet held sway as fourth in the history of MTN repositioning in
Nigeria. “The Better Connection” (the first) was a comparative note against a
competing network of the time. The advent of more networks perhaps forced MTN
to upgrade itself to the superlative level of “The Best Connection”. Correct selfpositioning as this is, it however has to give way to “Life is Beautiful” and finally
all to “Everywhere you Go” – a repositioning strategy that was yet to be ranked by
any other network then. This positioning suggests that MTN is not just a Nigerian
brand but a continental brand, at least having operation in six other African
countries. While, “Everywhere you go” may seem to refer to its vast Nigerian
expanse, it has an intra-continental reference from which a global brand may be
rightly inferred.
12
According to Nwosu (2005, April 23), Mrs. Amina Oyagbola, Executive Director,
Corporate Services MTN, confirms that the drive for a unified global identity for
all MTN operations across six countries necessitated this precipitate change.
“Everywhere you go” was driven by a three distinctive thematic advertisement
copies tagged “Y’ello magic”. These are:
(1) A vibrant MTN “Y’ello man” wearing all-yellow who, with a flip of a paint
brush at once turned a billboard into all-yellow paint on which he writes. The
yellow magic caught every “Alice” turning them to all-yellow.
(2) The same Y’ello man painting a road yellow. Curious commuters who stopped
to hail him turned yellow with the vehicle on which they moved as the road itself.;
and
(3) The same boisterous MTN “Y’ello man” aboard a canoe in remote rural creek
and incidentally spilling yellow paint on the river. Y’ello magic caught the river
which turned all-yellow.
Adegoju (2008:22-36) in this saw a 21st century materialization of the Biblical
account in Exodus 7:19 “where Moses performed the miracle of turning the waters
of Egypt into blood when he was commissioned by God to lead the Israelites out of
captivity in Egypt.” The yellow effect covering the river and rural environment
depicted in the above imageries correspond with the new payoff line “Everywhere
you go”. As a message, its meaning and impact are glaring. Wherever you go, the
13
friend, partner and helper (MTN) is there, ready to serve you and help you achieve
your desire, to excite you with fun represented by yellow magic – not only within
Nigeria but internationally.
The concept of a global brand so thrown up by “Everywhere you go”
campaign also has its own value denotations. Nwosu (2005, April 23) points out
that research has shown that “Africans are more likely to perceive value in global
brands”, an information which possibly informed MTN global brand ambition
hashed in this campaign. It, after all, tallies with Jan-Benedict E.M. Steenkamp’s
findings. The professor of marketing at the International Marketing Research at
Tilburg University, Netherlands in his “How Perceived Brand Globalness Creates
Brand Value” discloses that a brand’s perception of being global creates value in
the mind of the consumers. Given published findings in the journal of International
Business Studies of January 2003 showing that brands known for high quality
better hit the goodwill of the consumers than otherwise, MTN’s global brand-speak
in “Everything you go” is everything a quality message also.
1.1.2 AIRTEL NIGERIA
Airtel , the other network focused by this research, is also a heavy campaigner and
has equally executed a number of competitive advertising campaign projects.
Among these are, “Data is Life”, “Know your Size”, “Rainmaker”, “Port to Airtel”,
“444”, etc. For illustration purposes this researcher will turn the lights on only
14
“444”.
*444#
*444# is another advert from one of the largest network providers- Airtel. If you
have been close to your screen, and your eyes glued on trending online videos; you
would agree that Airtel adverts always pop up. The network has been creative in
their adverts, and also employs melodious tunes to complement all their adverts.
The message in this advertisement is conveyed with a Tuneful and catchy melody
on which is etched the word “444”. Strewn in the company’s red colour at its
glossiest, the tune, like a meteorite moved swiftly in stirring unbridled curiosity
and excitement. Shades of crucial activities were abandoned just to satisfy the
human urge to behold what exactly the code stands for.
The message on the advert simply states that there is an easier way of using Airtel’s
services via the *444# code. Now, you don’t have to store up too many codes in
your head. When you dial *444#, there would be a list of options for what you
want. They sang in Pidgin and Yoruba; a Nigerian Language. Affording
15
functionality, vigour and efficiency the new code, assures dependability and
confidence the real gist for subscribers.
The above briefs show that the two companies have grown very rapidly, are
now systems-entrenched and almost belying the acute competition and questions
that welcome their onset. For corporate bodies and individuals alike then, the
issues were: which is the best network of these? Which network has this or that
features? What are the comparative advantages or disadvantages? Which one
should they subscribe to or not in the circumstance? At corporate levels,
telecommunications engineers were tasked to come up with answers. Questions
like, which handsets, networks or features were befitting Top Management and
other corporate executives and which were more suited for the middle management
and sub-management functionaries, were the razzmatazz of the time. For the
telecommunication operators on the other hand, the questions must have been:
How do we project ourselves as the best? How do we let the people know that we
are on ground? How do we outline our offerings before them? How do they know
our tariff as the cheapest or most cost-effective? Is our network the clearest and
freest of channel noise? How do they know where to find us and our products, or
where to parry their complaints and channel enquires on general information?
The explanation for these and other questions can only be found in the
attendant ceaseless cascade of advertising campaigns by the service providers
16
(Airtel and MTN especially) since their inception as shown in the above analyses.
Interpretively, the deluge, type, pungency and impact of their respective
advertising campaign strategies cannot but justify the eternal philosophy of
advertising as a communication-type and a capable and powerful success-driver of
modern economies, business, commerce, industry and the socio-political sphere of
any nation. (Akpan, 2006:172-176). As such there was no choice but advertising is
it! This inevitably raised the question as to what advertising does.
In the “Foreword” to Okoro (1998:ix), Ekwelie opines that advertising links
the consumer with the products industry has to offer. Expatiating, Okoro (1998:2)
postulates that, “Advertising as an activity could be fun and pleasure but,
essentially, it has to do the job of selling an idea, a product or a service”, and that
the selling dimension so important in an advertising message constitutes the
“litmus test” of the creative strategy. What this adds up to is that advertising plays
more than a simple intermediary function. That is, advertising should be a
deliberate and active selling act on behalf of advertised products. To “sell” more
than to just “inform” finds corroboration in the quick note of McGregor (1971:5)
thus:
The provision of product information alone is not enough in the context of intense
competition…..it became increasingly necessary to ‘sell’ as well as to inform, hence the
17
increasing use of the emotive element in advertising.
While subscribing to the selling necessity in any effective advertising
message John-Kamen (2006:59) advanced the point beyond creating sales for
products. He advocates that advertising is also involved in numerous other sociopolitical and whatever activities. According to him, “Advertising does more than
just selling product. It sells brand names, images, values, goals, and concepts of
who we are and who we should be”. For the reason of balance, it is necessary to
note here that advertising is not just servicing advertisers or helping to sell their
products or whatever are their offerings. It has a human face, which Okoro
(1998:4-5) expressed as “Consumer Orientation” of advertising. By this he meant
that advertising as much as advertisers (manufacturers) must tailor their products
as their messages to the needs of consumers as the safe and successful gateway to
their own business fortune and future. According to him, the advertiser must design
his product to meet the “identified or anticipated” needs of the consumer. This is
what he meant by “Give the consumer what he needs”. To do otherwise is to run
foul of the consumer orientation principle, the net effect of which is to produce
products that may not be patronized more than once given advertising deception.
In that case, he notes that advertising instead of selling will do just as good
as “escorting the product to the graveside” with the speed of light. Consumer
orientation perceives advertising as taking a risk sharing in consumer deception.
18
Advertising therefore must be professionally sufficient to help consumers “shop
wisely”. By this is meant that advertising is an attestation to the “significant
benefits” of the product advertised to the consumer. Statements of quality must be
the truth and information must be full and not misleading. Therefore, consumer
orientation believes that customers are kings and has become sophisticated to be
treated to a deficient menu of a “seller’s market”.
There are a variety of ways and means by which advertising performs its
functions as a vehicle for business, commercial, industrial, social, economic and
political development of a nation. The foregoing, however suffice to show that
GSM operators in Nigeria are doing what they have to do (to advertise) to get
themselves up as best brands, as firsts, as most and as anything to get their own
share of the burgeoning Nigerian telecommunication market. In other words, to
draw attention to their businesses, products and product qualities; their low tariff,
locations and more, and ultimately to the benefits there are in their products for the
consumers. This is all good and set. However, the question arises: how much are
the lingering advertising campaigns between Airtel and MTN taking hold on the
Nigerian consumers? On the other hand, how much is the consumer aware of the
benefit of advertising and how much use are they making of them?
1.2
Statement of Problem
The Global System for Mobile telecommunication (GSM) was introduced in
19
Nigeria in 2001. In the backdrop of the woeful failure of NITEL which had left the
citizens disillusioned and frustrated, the new digital smart phones held hope high
for the people once more. New, stylish, beautiful, portable, mobile, personal,
convenient and innovative, the GSM phone was welcomed with great excitement
and relief. On the other hand, it presented its peculiar challenges. The first
challenge was its specialised vocabulary. You hear words like digital, as against
analogue, Simpack, roaming, migration, PIN (Personal Identification Number),
PUK (Pin Unlocking Key), password, multiplexers, switch, flash, etc. Second is
the challenge of so many GSM operating firms; for example, NITEL and its M-Tel
mobile subsidiary, MTN, Econet, Airtel, Reltel, Globacom, Visafone, Multilinks,
Etisalat and others. This presupposes an atmosphere of competiveness. The next
problem is that of the similarities in the multiplicity of services or products each of
the companies has to offer. For a people whose exposure to telecommunication
facilities and services was little to write about, the above issues presented a
learning scenario. Citizens needed to know which GSM operators are out there.
They needed to know which products are out there, the features each of the
networks has and which is the best network to patronize based on individual needs
and ability of effective demand. The problem was and remains that of choice
among many products and features and the rationale for the choice decision.
The plethora of competitive advertising messages on radio, TV, billboards, branded
20
vehicles and other advertising media is sure an attempt to help by filling the
information gap that will result in effective choice-decision. This being so, do the
advertisement messages actually influence subscribers choice of GSM networks?
What influence has the various advertisements made on consumers’ choice of
GSM networks? Past studies on consumer choice have focused on several factors
that influence decision making. The studies have examined the influence of price
presentation order on consumer choice(Suk, Lee, & Lichtenstein, 2012), television
advertising and branding effect on eating behavior and preferences (Boyland &
Halford, 2012), the influence of online product recommendations on consumers’
online choices (Senecala & Nantel, 2004), sensory aspect of consumer choices
(Resurreccion, 2003),and the influence of structural alignment on choices among a
set of options such as comparative advertising (Markman, & Loewenstein, 2010).
The influences of telecommunication advertising on consumer choice have not
previously been studied. For those reasons, the present study was designed to
examine the influence of advertising on consumer choice with particular focus on
Airtel and MTN telecommunications services in Imo state university.
1.3
Objective of Study
This study sought to determine the influence of advertising on consumer
choice with particular focus on Airtel and MTN telecommunications services in
Imo state university other objectives of the study are:
21
1) Determine if consumers are exposed to MTN and Airtel advertising Messages;
2) determine if the advertisements of Airtel and MTN influence consumers’ choice
of these networks;
3) find out if they can recollect the particular advertisements that influenced their
choice of the networks;
4) Determine what promise in the advertisements influenced the consumers’ choice
of MTN and Airtel networks; and
5) Compare subscribers’ preference of Airtel and MTN networks in Imo state
university
1.4
Research Questions
The study sets out to answer the following questions:
1) Are GSM networks consumers in Imo state university exposed to MTN and
Airtel advertising messages?
2) Do Airtel and MTN advertisements influence consumers’ choice of these
networks in Imo state university?
3) Can the consumers recollect the particular advertisement that influenced their
choice of Airtel or MTN networks?
4) What promise in the advertisements influenced the consumers’ choice of Airtel
or MTN networks?
5) What is the preference of the subscribers between Airtel or MTN networks?
22
1.5
Hypothesis of the Study
H01- There is no level of exposure by consumers to MTN and Airtel advertising
messages in Imo state university.
Ha1- There is a significant level of exposure by consumers to MTN and Airtel
advertising messages in Imo state university.
H02- Airtel and MTN advertisements do not influence consumers’ choice of these
networks in Imo state university.
Ha2 - Airtel and MTN advertisements influences consumers’ choice of these
networks in Imo state university.
H03- Consumers cannot recollect the particular advertisement that influenced their
choice of Airtel or MTN networks.
Ha3- Consumers can recollect the particular advertisement that influenced their
choice of Airtel or MTN networks.
H04- There is no promise in the advertisements that influenced the consumers’
choice of Airtel or MTN networks.
Ha4 - There are promise in the advertisements that influenced the consumers’ choice
of Airtel or MTN networks.
H05- There is no preference of the subscribers between Airtel or MTN networks.
Ha5 -There is a preference of the subscribers between Airtel or MTN networks.
23
1.6
Significance of the Study
This work will be helpful in various ways to different people or groups in
different fora as outlined immediately hereunder:
1) It will help network operators to know the influence or otherwise of advertising
on consumers’ choice of any networks;
2) It will sensitize consumers to the reality of the wise use of advertising messages
by looking out for and comparing advertised benefits;
3) It will sensitize service providers as advertisers as well as advertising agencies
to the proper design of messages that will motivate consumers to action;
4) Data to be derived from this research exercise will serve the information and
reference needs of mass communication scholars, researchers and students; and
5) As an addition to existing stock of literature on the subject, it will serve as
secondary data for other researchers in advertising and marketing communication
fields.
1.7 Limitations of the Study
A research, striving to unearth hitherto unknown realities would have been
an exciting and enjoyable exercise, but this turned out to be very rigorous The
study was designed to sample influence of telecommunication advertising on
consumers choice in Imo state. As a major constraint, the findings of the study are
based on individual research work and have limited generalization. In the same
24
vein, the study was carried on limited number. Hence, the findings of the study will
not be generalized and is only applicable to the study area. Time is certainly going
to be another limitation in this study especially when viewed against the backdrop
of the dynamism of man, which makes it difficult to carry out research of this
nature.
Considering the prevailing economic situation in the country, funds are always a
major problem in carrying out researches and this research would certainly not be
an exception.
1.8 Operational Definition of Terms
Advertising- Advertising herein refers to routine corporate advertising of products
and services by organizations to procure patronage.
Advertising Campaign - In this research, Advertising Campaign which otherwise
is a strategic, highly scheduled, period-specific and intense advertising campaign
programme is fused with usual corporate routine advertising as above defined.
Therefore both are used interchangeably to mean either.
Choice: It is a greater liking for one alternative over another or others.
Competitor(s) - In this study competitor(s) is used in a pronoun sense for the
GSM networks, that is, MTN, Econet, Globacom, Airtel, etc.
Consumers- This denotes subscribers to or users of the various mobile
telecommunications networks.
25
Consumers Choice: This is the choice of subscribers with the highest positive
valence among alternative networks.
Industry- Herein, industry means the entire commercial activities spanning the
telecommunication sphere as a distinct component of the national economy.
National Carriers- This is a designation for the national telephone company –
NITEL – whose license covers the nation and covers all aspects of
telecommunication including landline services provision.
Network(s)- This refers to the various telecommunication companies operating
GSM services in Nigeria – Globacom, MTN, Airtel, etc.
NITEL- This means Nigerian Telecommunications Limited – the national
telephone company and First National Operator (FNO).
Product(s)- This designates the various offerings of the GSM companies such as
voice medium, Sim pack and allied services attached thereto, e.g. Internet service,
GPRS, 3G, etc.
Telecommunication-Telecommunication in this research exercise refers to
telephone and related services thereto – GSM, landlines, intercellular, etc.
26
CHAPTER TWO
LITERATURE REVIEW
2.0
Introduction
Research is continuous process. For any specific investigation, previous findings
provide basis to research. The review of literature is one of the important aspects in
the research process. It helps the researcher to keep his work goings in right and
appropriate direction. Hence, an attempt has been made to review the research and
some have been presented below.
2.1
Historical development of telecommunication in Nigeria
Telecommunications in Nigeria dates as far back as the nineteenth century
with the analog system and was mainly for the promotion of the activities of the
regimes in power in the stead of promoting socio-economic well-being of the
country. Prior to 2001, the sector was controlled by government total monopoly
with little attention paid to telecommunications and the resultant slow pace of work
in infrastructural development. Customers were limited to one network namely
Nigerian telecommunication Limited (NITEL) with the attendant poor services,
Okeke.
As at 1999, NITEL’s performance was so poor that Nigeria was at a poor
tele-density figure of about 0.04 which was one of the lowest in Africa. In 1992,
Nigerian Communication Commission (NCC) was formed and made an ACT in
27
1993. The effective role of NCC and the political will of the then federal
Government lead to the liberalization of the telecommunication sector allowing
private participation which led to the licensing of Global System of Mobile
Communications (GSM) operations in the year 2001. Through this policy, the
nation moved from a monopolistic telecommunications market towards a fully
liberalized one which allows competition, Adeleke and Aminu
In 2001, three GSM companies namely MTEL, Econet Wireless
International (now Airtel) and MTN were licensed by NCC. With their successful
infrastructural roll out and the effective commencement of commercial services in
August 2001 (Econet wireless being the first to commence commercial services to
the public) the GSM revolution started in Nigeria. In August 2003 Globacom and
Etisalat were also licensed bringing the number of operators to five [31-35].
In a bid to deepen competition and force telecommunication service
providers to provide better service to their customers, the NCC began the Mobile
Number Portability (MNP), to assure freedom for telecommunication subscribers.
After much preparation towards the process, April 1, 2013 the Mobile Number
Portability process commenced, guaranteeing Nigerian subscribers a right to their
number, Abubakar. MNP invariably guarantees freedom among subscribers to
move from one operator, who has not met their service expectations, to another
who they feel can, without losing their number, Abubakar.
28
However, since the launch in April 2013, the Nigerian telecommunication
industry has made sluggish progress, in terms of maintaining a healthy competition
in the industry. Considered unimpressive on the initiation of Mobile Number
Portability. Nevertheless, the factors influencing telecommunication subscribers
decisions to port among operators ranges from high competitive strategic packages
to no guarantee on the Quality of Service (QoS), Abubakar. Sequel to the launch of
Mobile Number Portability in Nigeria, two months after 13,923 subscribers ported
in the months of May and June, (NCC, 2013). Many have blamed the slow porting
process on the multiple SIM culture among Nigerians, notwithstanding the popular
belief many bore that all networks are same [36-40]. But still, opinions vary on the
likely influence on our decision to switch among network providers in the country.
In the telecommunications sector, it is significant to ensure a good relationship
among customers and mobile service providers as a vehicle to build customer
loyalty. Several factors influence customer loyalty such as, service quality, brand
image, trends, etc. Aydin and Ozer [4] and Reena [34].
Available statistics for February 2015 to January 2016 revealed that
subscribers who ported out of MTN Nigeria and Airtel were higher, given the data
as 8,430 (January 2016), 10,737 (December 2015), 10,073 (November 2015),
11,414 (October 2015) and 3,409 (may 2013) as against Airtel Nigeria 4,396
(January), 3,188 (December), 3086 (November), 3056 (October) and 1,190 (May
29
2013) respectively (NCC, 2016). Although subscribers who ported out of
Globacom and Etisalat Nigeria were not many going by NCC’s statistics. Etisalat
recorded 976 (January), 1739 (December 2015), 1431 (November), 1241
(October), and 768 (May), while Globacom also recorded 1,065 (January), 2,092
(December), 2,377 (November), 1,703 (October) and 1,646 (May 2015)
respectively. The good thing about MNP is that it has resulted new dimension to
the competition in the industry forcing all network operators to work harder to earn
the loyalty of subscribers because they now have choice and many factors drives
their decisions. Despite the tight competition and strategic means put in place by
the various operators, Nigeria telecommunication subscribers have being
influenced by several factors in their decision to leave or stay in a particular
network.
2.2 Five Steps Model to Consumer Need Recognition
This course begins when a buyer is aware of his satisfaction level and is different
from present one (Adnan & Ahmad, 2016). According to Kotler and Keller (2012),
this genesis of consumer needs is triggered by two stimuli: internal stimulus which
Adnan and Ahmad (2016) said it arises from either psychological or physiological
state like hunger, thirst, sex etc. And external stimulus caused by other external
factors. For example you are attracted by new brand car, aroma of stew from a
restaurant.
30
Information Search: An aroused person then thinks of the number of information
needed to make decision. This depends on how strong is the need and close is the
product or service to hand. Strong need and close-to-hand product triggers instant
purchase otherwise leads to information search (Agwu, Ikpefan, Atuma &
Achugamonu, 2014). Kotler and Armstrong (2012) recommend that consumer can
search information through one of the following:
 Personal Source: friends, family, acquaintance and neighbors.
 Public Source: internet searches, mass media, consumer rating organization
 Commercial Source: salespeople, advertising, web site, packaging displays.
 Experiential: Handling, examining, using the product.
The most useful and effective source depend on the product and customer,
though research suggested that personal source has more effect than commercial to
customer.
Evaluation of Alternatives: In all buying situation, consumer do not adopt a
simple and single method to evaluate different product (Kotler, Armstrong,
Saunders & Wong, 1999). An evaluation stage involves weighing of different
product base on available information and certain criteria by the consumer. And
then the consumer will decide to reject or accept a given product (Reetika, 2015)
Purchase Decision: Evaluation stage deals with determination of performance
among different brands and intention to buy the brand. Purchase decision involves
31
executing five sub-divisions as brand, dealer, quantity, timing and payment method
(Kotler & Keller, 2012).For example, a consumer needs bottle of soft drink he has
to decide which brand among brand X or Y. if it is X brand, from whom is he
buying? Let say dealer 1, quantity may be only one bottle, timing will be in the
morning and payment method may be by cash.
Post Purchase Behavior: After consumer purchase the product, the evaluation
will continue to determine whether consumer got the satisfaction he needs that is
post purchase satisfaction or the evaluation resulted to dissatisfaction (Adnan
Ahmad, 2016). It is not a rare for a consumer to have dissatisfaction after
purchasing the product as concept of cognitive dissonance shows. This may
redirect the decision of consumer to another product (Agwu, Ikpefan,
Atuma&Achugamonu, 2014).
ADVERTISING Advertising is defined in many ways by different people. In
general term, advertising is a persuasive substance of mass media that is used on
targeted people to stimulate them to reach on a particular goods, ideas or services
(Habib, Hossain & Oma, 2015). Advertising is non personal communication, paid
and identified by individual, profit and non-profit firm to inform and attract
member of target audience (Nirmala & Pais, 2016). According to Agwu, Ikpefan,
Atuma & Achugamonu (2014), advertising is the function of delivering the
message of most interesting product to where, is supposed to be, to the person
32
supposed to have and at the time supposed to be and at minimum cost.
Outdoor Advertisement: In 1850s, American advertisers used outdoor
advertisement for the first time and later it was applied in Turkey in 1985 (Naghi,
Hossein & Zohrah, 2015). Outdoor advertisement exists in different forms of
billboards, handbills, hoardings, banners, posters, wall paintings computerized
boards etc. (Navnita, 2014). These are what we come across from dusk to dawn, in
our railways and bus station, side walk (Navnita, 2014) therefore outdoor
advertisement is unavoidable part of human environment unlike others’
advertisement tools such as TV, radio, and print which can be put away or turn off
(Lina & Victoria, 2016).
Print Advertisement: With the assisting of print advertisement, a lot of business
organization marketing their brand or products; print advert gives in great details
features of the organizational product which help in satisfying customers’ needs
(Aziz Ahmad, Fuawad & Syed, 2017). They added that print advertisement is such
of advert that is used to reach prospective buyers through tangible printed and
digital media source like newspapers, magazines social and mobile advert.
TV Advertisement: The best method of presenting goods or services to millions of
consumers is TV advertisement. Advertisement in TV impacts efficiently and
effectively the behavior of consume (Busha,Attiya,& Naheed, 2015). They added
that TV advertisement is the paid and non-personal communication presented in
33
electronic media, of product or idea to consumer. Various studies revealed that TV
advertisement has greater effects and strong influence on consumers and their
perception.
Thus
it
induces
them
to
engage
in
purchasing
process
(Busha,Attiya,&Naheed, 2015). Josephine and Panchanatham (2013), recommend
that one of the distinctive features of TV advertisement is it appeals not to only to
literate but to illiterate as well; and that make it the only medium that present brand
to audience effectively and efficiently. TV advertising has edge over other media
because it allows producer to promote its product in details through picture and
voice (Ashaduzzaman & Asif-ur-Rahman, 2011). Through TV advertising, a
creative person can state and illustrate his ideas or product to large and dispersed
audience by combination of sound, motion, personality statement etc.
Celebrity Advertising: Celebrity advertising is a famous personality that
publically recognized by a huge group of people (Rizwan, Sumeet, Manoj & Sagar,
2015) they often appears in media to speak on behalf of advertised product and act
as common user of the product. Previous theory and practice proves that attention
and publicity can be created through use of celebrities. Consequently, using
celebrities in today’s advertising is an important aspect as it improves earnings of
companies (Ibitayo & Tejumaiye, 2015).
2.3
Review of Empirical Studies
A lot of researches of advertising and consumer behavior have been
34
conducted. Ong Choon Hee and Woo Say Yen (2018) conducted research on the
influence of advertising media on consumer purchasing behavior in the food and
beverage industry in Malaysia. The findings revealed that print, broadcast and
social media advertising has a positive and significant relationship with consumer
behavior. The study of Ani Bencollins and Anyosor Okwuchuchu on radio and
television advertising of commercial banks in Anambra state found that radio/
television advertising has a significant influence in stimulating consumer behavior.
Lubna, Munham Shehzad and Saba Arshad's (2017) study on the effect of
television advertising in cellular companies on user's behavior indicated that TV
advert significantly influenced the user's behavior. Research on advertising and
consumer choice of telecommunication service in Nigeria by David, Abina
Oyenian (2015) examined the influence of advert on consumer choice of
telecommunication service. The result depicted that advertisement and income of
consumer have the impact of consumer choice of telecommunication service in
Nigeria. AdjnTetty, Bolfrey, Bugase, Adotey, and Dodoo (2013), conducted
research in Ghana on the advertising and use of Mobile telecommunication
networks of students from two universities. The findings showed that MTN is the
most preferred telecommunication network it also explained that respondents paid
much attention to television by 75%; radio by 15%; print 3% and online 4%.
Similarly, the study of Bolatito (2012) on the Effect of advertising on consumer
35
preference for telecom firm in Nigeria revealed that advertising influenced the
respondents' behavior with the highest preference for MTN networks service.
Rishante's work titled the effect of TV advert on mobile telecom companies in
Nigeria on viewers' choice preference explained that out of the two hypotheses one
showed that no significant effect between TV advert of mobile telecom network on
viewer's' preference and the other result revealed that significance existed on age
on viewers' preference of TV advert of mobile telecom network.
Lee and Freick , describe in their studies service quality, best relationship
with customer, bundle offers, wishes on events are components which makes
customer loyal and beneficial for the company for the long time period. Nwakanma
et al., describe in their studies telecom subscribers, private investment,
liberalization,
market
infrastructure,
customer
segmentation,
satisfaction
tariff
system,
cultural
telecommunication
background,
education,
interconnectivity, competition and legislation as factors affecting Tele-density
growth in Nigeria. Okeke, studied the major factors influencing the choice of GSM
Network among oil and Gas workers in Port Harcourt, Nigeria. In his studies, he
concluded that network coverage, network quality, tariff and customer care are the
four major factors influencing the choice of GSM network among oil and Gas
workers in Port Harcourt, Nigeria. Sawat et al. studied the factors behind brand
switching in cellular networks. They identified three independent variables; price,
36
service quality, and trust and concluded in their research work that this three
independent variables are responsible for customer switching behavior in cellular
networks in Pakistan. Researchers elaborated in their studies how some
independent variables influence customer satisfaction and switching behavior in
cellular services in Nigeria.
Much research of advertising has been conducted into consumer choice
(Markman & Loewenstein, 2010; DiClemente & Hantula, 2003). This study is
particularly appropriate given the constant and repetitive advertising of
telecommunications services. The question arises as to the effect of this
promotional activity on consumer choice of telecommunication services in Nigeria.
We found only one study that examined the influence of a persuasive message
(advertising) effects on consumer choice (Russo & Chaxel, 2010).The study
employed an experimental design consisting of 203 participants divided and placed
under five conditions; two uncontrolled and three controlled; in verifying the
ability of a specific, observable process to explain the influence of a persuasive
message on choice. The study indicated that although people are aware of
advertising’s direct effect on their choice, they are not aware of its indirect effect
through biased evaluation of the product information. In another study, Boyland
and Halford (2012) examined the question of whether television advertising and
branding had an effect on choice of food. However, the study was not limited to
37
choice only; it also examined effects on eating behaviour. From their research, they
concluded that the impact of advertising and branding on children is readily
demonstrated by their brand recognition, and its influence on food choice.
2.4
Review of Theories
The theory underpinning this study was Lavidge and Steiner’s hierarchy of
effects theory which was propounded in 1961, according to Clow and Baack
(2004:195), to clarify the effects of advertising copies and campaigns. The theory
postulates that consumers move through several stages by which consumers
receive and use information in reaching decisions about what actions they will
take. The stages move from cognitive (thinking), affective (feeling), and lastly
conative (doing). Citing Barry and Howard, Wijaya (2012), avers that Lavidge and
Steiner believed that advertising was an investment in a long-term process that
moved consumers over time through a variety of stair-step beginning with product
'unawareness' and moving ultimately to actual purchase. The stages a consumer
passes through from the initial exposure to a product or advertisement to the
purchase decision are: awareness, interest, evaluation, conviction, and purchase.
Generally, consumer buying and using of a product does not always follow the
linear method presented by Lavidge and Steiner. Their presentation of what goes
on gives the impression that advertising has maximum effect on users without
showing users like or dislike for the message which may lead to the acceptance or
38
rejection of the message. Again, this theory does not put into consideration
consumer’s decision to delay. Consumer may store information for later use, and
may also rely or the testimonies of others. However, regardless of the source(s) of
information, once a consumer is convinced about the efficacy of the product
claims, he makes the decision to buy.
Another theory is the equity theory which argues that people are motivated
when they compare the ratio of their input to received outcomes with that of others.
Equity theory “focuses on determining whether the distribution of resources is fair
to both relational partners”. Equity is measured by comparing the ratio of
contributions (or costs) and benefits (or rewards) for each person. Many studies
have been conducted on consumer preference, customer satisfaction and service
quality, examples, a study of Siew-Phaik, et al [41] on service quality and customer
satisfaction in telecommunication service provider in Malaysia. Servqual model
was used to examine the impacts of reliability, responsiveness, assurance, empathy
and tangible aspects on customer satisfaction while gap analysis was used to
determine the perceived satisfaction on each dimension of service quality and
regression analysis was conducted to test the relationship between service quality
and level of customer satisfaction. Results indicated that reliability, responsiveness,
assurance and empathy positively influenced customer attitudes in terms of
satisfaction and loyalty. Likewise the study conducted by Dabhade, e t a l [13] on
39
impact of service quality and customer satisfaction of mobile users-A case study of
Airtel, in India, data was collected through survey method while chi square test
was applied to check the authenticity of data given by respondents’ and the
findings showed that Airtel provided broad network coverage, heavy expenditure
on advertisement, low call drops, good voice quality and many more. This made
Airtel become the utmost priority of customer. Maliki, et al. [26] carried out a
research on impact of brand image, service quality and price on customer
satisfaction in Pakistan telecommunication sector. Data was collected from
educational and business sector of Gujranwala region of Pakistan using stratified
random sampling technique. The result indicated that brand image, service quality
and price are correlated to customer satisfaction. In addition, the study conducted
by Oghojafor, et al. [32] on modelling telecom customer attrition using logistic
regression. The study was conducted in Nigeria; a sample survey was conducted
using two stage sampling technique. 600 subscribers were randomly selected in 14
local government areas in Lagos state, logistic regression model was applied to
examine the effect of socio-economic factors that influence subscribers switching
from one service provider to another and findings revealed that call expenses,
providers’ advertisement medium, type of service plan, number of mobile
connections and providers service facilities are reliable indicators of customers’
attrition. A research paper by Agu, e t a l. [3] on marketing implications of call
40
drops for the patronage of GSM service in Nigeria. The survey research design was
adopted using the cross-sectional survey approach in which primary and secondary
data were extensively used, collected data were analysed using tables and
percentages while hypotheses were tested using spearman’s rank order correlation
coefficient and chi square. It was discovered from the study that incessant call
drops impact negatively on the level of loyalty, satisfaction and customer patronage
of GSM services. Likewise in Kastina State, Nigeria, Shagari and Abubakar [40]
appraised customer satisfaction with GSM operators in Dutsin-ma. The results of
their work revealed that customers were not satisfied with the customer care
services provided by GSM operators in Dutsin-ma.
Another model to describe the consumer decision making process and
consumer behavior are generally divided into two different approaches: the
consumer processing model (CPM) and the hedonic and experiential model
(HEM). Consumer-processing model (CPM) and Hedonic experiential model
(HEM) explains how consumers make decisions about their choices. From the
consumer-processing perspective (CPM), information processing and choice are
seen as rational, cognitive, systematic, and reasoned (Leigh & Martin, 1990).This
in tandem with the views of traditional economist who postulated that demand is
based on product own price, relative price, income of the consumer and taste
(Marshall, 1920).The consumer is constantly bombarded with information which is
41
potentially relevant for making choices. The consumer’s reactions to that
information, how that information is interpreted, and how it is combined or
integrated with other information may have crucial impacts on choice (Bettman,
1979). With the consumer processing model, consumer behaviour is highly
cognitive, rational, systematic, and reasoned. Hence, advertisement decisions must
be developed and integrated into how consumers make choices. The hedonic,
experiential perspective (HEM), on the other hand, views consumer processing of
communication messages and behaviour as driven by emotions in pursuit of fun,
fantasies, and feelings (Hirschman & Holbrook, 1982).Advancing the HEM,
Shimp (2007) adds that the HEM viewpoint recognizes that people often consume
products for the sheer fun of it or in the pursuit of amusement, fantasies, or having
pleasurable feelings. Dawson, Bloch, and Ridgway (1990) contend that consumers
are motivated by three broad categories of needs that are (a) utilitarian or productrelated, (b) hedonic or recreational, and (c) a combination of both utilitarian and
hedonic. In trying to satisfy these needs, consumers process advertising
information and ultimately use this information to choose from among the
alternatives available in the marketplace. Many empirically important economic
decisions involve choice among discrete alternatives (McFadden, 1978). The
Classical economist (Marshal, 1920) opined that choice of consumption of any
commodity (product) is solely determined by the price of the product, price of
42
related products, income of the consumer and taste of the consumer, though, there
are other factors that determine consumer’s choice. He assumed further that there
is existence of perfect flow of information (advertisement) in the market that
equips the consumers in order to make appropriate decisions and choices.
2.5
Theoretical Framework
Consumer Choice Behaviour Theory: Theoretically, this study is leveraged on
the Consumer Choice Behavior Theory, which postulates that consumer behavior is
greatly influenced by a system of alternatives in respect of expectations of rewards
and needs satisfaction vis-à-vis the required cost or effort. According to Hansen,
cited in Okoro and Barikui (2006:90-106),.
In a choice process, the evaluation of relevant concepts can be
referred to as the value importance of the concept while the strength of
the relationship between the alternatives and salient values are
referred to as perceived instrumentality”.
Hansen regards the reward or benefits influence on consumers as “perceived
instrumentality” and concludes that the recipient of a message (a potential
consumer) will therefore pay more attention to the message if they perceive that
the reward or benefit is great. Supporting the reward or benefit line angle Rivers
and Schramm, cited in Okoro and Barikui (2006:90-106), produced a formula for
depicting how people react to information. Called “fraction of selection”, it is
represented thus:
43
Expectation of reward
Effort thought to be required = Likelihood of selection.
This implies that the likelihood that the consumer of a message will respond
to the message is enhanced when the benefit or reward is more than the cost and
effort required to attain it. It is thus obvious that the reward or benefit factor is
crucial to the Consumer Choice Behaviour Theory. It is the influential element of
the theory which informs the preference(s) or buying behaviour of the consumer.
It plays out in all marketing communication situation as with GSM network
marketing.
Relative to this study therefore, the Consumer Choice Behaviour
Theory holds out that the potential subscriber will pay more attention and is more
likely to buy if the benefits promised by the advertising campaign message far
outweighed the cost and effort involved in having the phone.
Limited Effect Theories: This study can also be anchored on the Limited Effect
Theories of mass communication.
Particularly, that propounded by Paul
Lazarsfeld’s pupil-researchers in the immediate post-Halloween 1938! Limited
Effect Theory suggests that mass media effect is limited by certain factors. These
are,
1) Individual Difference which says that the level of intelligence, education and
some unique psychological phenomena about a person affects how that person
receives a mass media message;
44
2) Social Categories which says that the religious, political and associated social
affiliations to which an individual belongs may limit how that person responds to a
media message; and by no means the end,
3) Personal Relationships which drives the idea that friends and family members
can affect how an individual responds to a mass media message.
(Baran,
2007:418) and (Bittner, 1989:376).
The key point here is that as much as each of the above is agreed to have the
pulling capacity to the negative polarity on the individual, the equal potentiality is
there for each of them to pull the individual to the positive end of the pole. This
informs that the theories work in two dimensions. Applied to the subject of this xray - GSM network of subscription vis-à-vis the influence of advertising campaign
messages - relations and friends can influence one another’s choice positively;
religious and political membership can influence each other positively for a choice
as well as an individual’s cognitive development or perception is a primary aid in
positive or negative choice decision in a given advertising message context.
Group behaviour generally are based on trust, mutual interest and loyalty to each
other for which reasons they look toward the other for a standard truth or reality.
Therefore advertising messages that meet their social standards will influence their
group choice of the networks of subscription. A useful information for targeted
advertising messages.
45
CHAPTER THREE
RESEARCH METHODOLOGY
3.1
Research Design
The research design adopted for this study was the survey method of
research. The method involves the elicitation of the opinion of the respondents on
their perception of the influence of telecommunication advertising on consumers’
choice an analysis of MTN and Airtel subscribers in Imo State University. The
reason for this is that whenever the major source of primary data for a study is the
views of members of the public or any particular group, a survey is a better
approach. The aim of survey is to provide empirical data collected from a
population of respondents on which valid conclusions can be made. Therefore,
research designs simply imply a comprehensive plan or blue print showing how the
research will be used to solve the already identified problems.
3.2
Description of the Research Population
The population of this study will be drawn from Imo state university.
Therefore the total population of this study is 23,000 Students. The respondents for
the study are subscribers to Airtel and MTN networks in Imo
State
university.
These respondents constituted the sampling frame for the study
3.3
Sampling Size
The sample size for this study is 393. It was determined using Taro Yamani
46
Formulae.
The formulae states as follows;
n=N
1+n (e2)
Where
n=Desired sample size
N=Population Size
e=Margin Errors
n= 23,000
1 + 23000(0.05²)
n=
23000
1 + 23000(0.0025)
n= 23,000
1 + 57.5
3.4
= 23,000
= 393 after approximation
58.5
Sampling Techniques
The purposive method of research was adopted in the study. This enabled the
researcher to deliberately pick only those elements of the population that
subscribes particularly to Airtel and MTN networks. The essence was to avoid the
administration of the questionnaires to the wrong respondents.
47
3.5
Instrument for Data Collection
Primary and secondary data were used in this research. A self-administered
questionnaire will be the major instrument of data collection. However, interviews
will also be used to elicit necessary support information. The use of questionnaire
as the major instrument of information is borne out of the fact that it is about the
most reliable means of drawing out information from respondents without
threatening their confidentiality. Also, it enables the respondents the time to
actually think on the issues and make meaningful contribution; whether the
questionnaire is structured or open-ended. Furthermore, the use of interview as a
support instrument is justified by the fact that it allows for physical interaction
between the researcher and the respondents, which gives room for further
clarification of issues.
A composite of open-ended and close-ended questions formed the questions in the
questionnaire. The questionnaire was designed to elicit information as to what
influence advertising campaigns have on subscribers’ choice of Airtel and MTN
networks. Each close-ended question has a set of answers following it.
Respondents only had to choose one out of the options, the one he or she believed
was right for the question. For the open-ended questions, the respondents were
allowed to freely express themselves
48
3.6
Validity of the Instrument
Validity is defined as the degree to which an instrument actually measures
what it sets out to measure. Wimmer and Dominick (2003:159). Its determination
is purely judgmental and can be done by using a panel of persons who shall judge
how well the instrument meets the standard. To achieve this objective, Above all,
suggestions and corrections effected by the supervisor, so as to tailor the questions
to the objective of the study.
3.7
Reliability of the Instrument
A study is reliable when repeated measurement of the same material results
in similar decisions or conclusion; Wimmer and Dominick (2003:156). Pretest
technique was used in establishing the reliability of the instrument. In this way, the
questionnaire
was
tested
for
coherence,
ability
to
elicit
responses,
comprehensibility and consistency.
3.8
Method of Data Collection
The main data collection method or technique for this study is questionnaire.
The questionnaire contained questions which helped the researcher to get the right
opinion or view of the subjects or respondents. The questionnaire gave the
respondents considerable choice of responses. The researcher will personally
administer these questionnaires and personally collect them immediately the
49
respondents are through with the questions.
3.9
Method of Data Analysis
The data generated from this study will be presented in tabulation format
and in simple percentages. The researcher believes that the two methods will not
only make it concise to package and present the data but will also help in making
the data understandable.
50
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1. Introduction
The design adopted for this research enterprise was the survey. Not only it Provides
facility for eliciting specific information sought, it best assures dependable finished
data all things being equal. The data presented and interpreted in this chapter were
therefore generated using a questionnaire as research instrument.
To extract meaning out of the maze of raw data from retrieved questionnaires,
these were given statistical expressions and tabulated in a frequency table for easy
presentation, analysis and interpretation. The analysis executed on the data drawn
from the questionnaire was confined strictly to aspects of the objective of this
chapter; to wit, questions which answer to the demands of this inquiry. In other
words, questions that respectively make clear the respondent’s background and
qualification for the sample and those that serve in resolving the research
questions.
The analysis which begins immediately hereunder is divided into
Sections “A” and “B”. While “A” deals with respondent’s bio-data and sample
competence, “B” was aimed at the resolution of the research questions using the
primary data delivered by qualified respondents.
51
4.2
Data Presentation and Analysis
Three hundred and ninety-three questionnaires were administered to different
respondents in Imo state university. Out of the three hundred and ninety-three
questionnaires (393) questionnaires, three hundred and ninety were correctly
answered by the respondents while three (3) could not be used because the
improper answering by the respondents made them void.
SECTION A
Table 1: Gender of Respondents
Gender
Number of
Percentage%
respondents
Male
170
43.6
Female
220
56.4
Total
390
100%
Source: field data 2021
Although the data sought by this research are not sex-emphatic, the policy adopted
was to ensure equitable participation by both sexes in the spirit of non-sex
discrimination. It was observed however, that in most scenario males were few
compared to female. Noteworthy also is that they exhibited lukewarm attitude to
accepting the researcher’s questionnaire. The data in table 1 shows that one
hundred and seventy (170) respondents were male; this represents 43.6% of the
sample size. Two hundred and twenty (220) respondents were females and this
52
represents 56.4% of the sample size.
Table 2: Age group of Respondent
Age
No of Respondents
Percentage
15 – 25
219
56.2
26 – 35
105
26.9
36 – 45
50
12.8
46 – 55
13
3.3
56 and above
3
0.8
Total
390
100%
Source: field data 2021
The above table shows that three hundred and ninety (390) questionnaires were
distributed to various age groups within age of reasoning so that arising data are
thought-out and valid for the demand of the research. Thus age range 15 - 25 had a
response frequency of Two Hundred and nineteen (219), representing 56.2%; 26 35 One Hundred and five (105) responses, representing 26.9%; 36 - 45 Fifty (50)
responses, representing 12.8%; 46 - 55 Thirteen (13)
responses, representing
3.3%; and 56 and above two(2) responses, representing 0.8%.
4.3 SECTION B
Table 3: Whether the respondent has a mobile phone handset
Responses
Number of
Percentage%
respondents
Yes
390
100
No
53
Total
390
100%
Source: field data 2021
Ownership of a mobile phone handset is a critical sampling criterion for this
study hence it is obligatory for the study to know this in the first instance. As
shown in the table, all the three hundred and ninety respondents, representing
100%, responded positively to this question and are therefore qualified. .
Table 4: Whether the respondent is connected to any GSM network
Responses
Number of
Percentage%
respondents
Yes
390
100
390
100%
No
Total
Source: field data 2021
Again this question seeks to verify the competence of the respondent to
participate in this survey by finding out if he/she is connected to a network. Of the
total of three hundred and ninety respondents (390), all three hundred and ninety
respondents (390), representing 100%, affirmed their being connected to a network
and are therefore qualified.
Table 5: The network to which the respondent subscribes
Networks
No of Respondents
Percentage
MTN
162
41.5
AIRTEL
98
25.1
MTN &AIRTEL
76
19.5
54
OTHERS
54
13.8
Total
390
100%
Source: field data 2021
Still on competence, the respondent is hereby required to indicate to which
network he/she subscribed. Of the 390 respondents, 162, representing 41.5%,
claim that they subscribe to MTN network; 98, representing 25.1% claim that they
subscribe to Airtel network; 76, representing 19.5% claim that they subscribe to
both MTN and Airtel networks; and 54, representing 13.8% claim that they
subscribe to other networks.
Table 6: Are you exposed to any MTN or AIRTEL advertisements on radio,
television, newspapers, magazine, billboards, etc.?
Responses
No of Respondents
Percentage
Yes
378
96.9
No
12
3.1
Total
390
100%
Source: field data 2021
The data furnished in table six (6) indicated that majority of the respondents
with Three hundred and seventy eight (96.9%) answered that they are so exposed
to MTN and Airtel advertising messages through the various channels while
Twelve (3.1%) answered that they are not so exposed to the two networks
advertising messages through the various channels.
Table 7: How often are you exposed to such advertisement?
Exposure
No of Respondents
Percentage
Daily
298
76.4
55
Weekly
75
19.2
Fortnightly
11
2.8
No Response
6
1.5
Total
390
100%
Source: field data 2021
Among Daily, Weekly and Fortnightly exposures to MTN and Airtel advertising
messages, 298 respondents, representing 76.4%; 75, representing 19.2% and
11, representing 2.8% claim that they are respectively so exposed. No response
amounted to 6, representing 1.5%.
Table 8: What advertising channels are you frequently exposed to?
Channels
No of Respondents
Percentage
Radio
53
13.5
Television
162
41.5
Internet
97
24.8
Print media
65
16.7
Others
13
3.3
Total
390
100%
Source: field data 2021
From table 8 above, one hundred and Sixty-two (41.5%) of the respondents
stated that television gives more information. Ninety-seven (24.8%) of the
respondents indicated their exposure to internet. Sixty-five (16.7%) of respondents
indicated the print media while fifty-three (13.5%) relied entirely on radio, whereas
Thirteen (3.3%) indicated other sources.
56
Table 9: Is it the advertisement that influenced your choice of the network?
Responses
No of Respondents
Percentage
Yes
240
61.5
No
150
38.4
Total
390
100%
Source: field data 2021
The respondent is hereby requested to attest whether his/her network choice
was influenced by any of MTN or Airtel advertisement. The data furnished in
table six (9) indicated that majority of the respondents with Two hundred and forty
(61.5%) answered that their choice of network was influenced by an Advertisement
while One hundred and fifty (38.4%) answered otherwise.
Table 10: If no, what influenced your choice of the networks?
Influence factors
No of Respondents
Percentage
Efficient and fast
35
18.4%
To communicate
25
13.2%
Low tariff
24
12.6%
Network availability
64
33.7%
Family and friends’
18
9.5%
Business line
17
8.9%
Cost of acquisition of
2
1.1%
News
1
0.5%
Color of network
1
0.5%
No response
3
1.6%
connection
influence
line
57
Total
190
100%
Source: field data 2021
For those who answered that their network choice was not influenced by
advertising this question meant to figure out the influencing factors of their
network choice. Of 190 respondents who took this position, 35, representing
18.4%% list Efficient and fast connection; 25, representing 13.2% list To
communicate; 24, representing 12.6%list Low tariff; 64, representing 33.7%list
Network availability; 18, representing 9.5%list Family and friends’ influence; 17,
representing 8.9%list Business line; 2, representing 1.1% list Cost of acquisition; 1,
representing 0.5% lists News; 1, representing 0.5% says it is Color of network;
while 3, representing 1.6% was No response.
Table 11: If yes, what can you remember about the advertisement?
Elements of
No of Respondents
Percentage
Network slogans
35
17.5%
Free airtime & SMS
17
8.5%
Free midnight call offer
24
12%
Network coverage
54
27%
Promise of winning cars
18
9%
Offer of quality service
25
12.5%
Offer of lower tariff
2
1%
Start small and grow
1
0.5%
advertisement
remembered
offer
and cash
advert
58
Patriotism
1
0.5%
To share credit with
4
2%
Color of network
9
4.5%
No response
10
5%
Total
200
100%
family and friends
Source: field data 2021
A total of 200 respondents answered that they were influenced by Airtel or
MTN advertising messages in terms of their network choice. This question
therefore sought what they can remember in the said Airtel or MTN advertisement
that so influenced them. Of these respondents, 35, representing 17. 5% list
Network slogans (e.g. “Everywhere you go”, “444 is a metaphor”, etc.); 17,
representing 8.5%list Free airtime and SMS offers; 24, representing 12%list Free
midnight calls offer; 54, representing 27% indicate Wide network coverage; 18,
representing 9% list Offer of winning cash or car prizes; 25, representing 12.5%
list Offer of quality service; 2, representing 1%vlist Offer of lower tariff; 1,
representing 0.5%list Start small and grow advert; 1, representing 0. 5% recalls
Patriotism; 4, representing 2%lists sharing credit with family and friends; 9,
representing 4.5% specify Color of network; while 10, representing 5% did not
respond to the question.
Note: Answers to questions 8(“No” and reasons responses) and 9 (“Yes” and
example responses) (Tables 10 and 11 respectively above) being respectively
190(49%) and 200 (51%) equals 390, representing 100% - response.
59
Table 12: Is there any promise in the advertisement?
Options
No of Respondents
Percentage
Yes
200
51.3
No
190
48.7
Total
390
100%
Source: field data 2021
Herein, the respondent was required to state whether the said Airtel or MTN
advertising message has a promise. The table above shows that Two hundred
(51.3%) indicated that there was a promise in the advertisement, One hundred and
ninety (48.7%) answered to the negative.
Table 13: What the promise in the advertisement was?
Advertising/Offer
No of Respondents
Percentage
Uniting people
13
3.3%
Network expansion
22
5.6%
Free customer service
5
1.3%
Wide network coverage
22
5.6%
Promos
24
6.2%
Per second billing rate
7
1.8%
Network fidelity
1
0.25%
Bonus airtime and
56
14.4%
44
11.3%
41
10.5%
promos
Assurance of network
improvement
Free midnight
60
calls/lower tariff
Free SMS/air-time
15
3.8%
Better Internet
77
19.7%
Cheaper date rates
58
14.9%
No response
5
1.3%
Total
390
100%
connection
Source: field data 2021
A product advertising message makes a promise to the prospective customer which
is the focus for intelligent consumer using advertising as source of information for
needed products. Question 9 (Table 11herein) gives the respondent an opportunity
to state the promise on the advertisement.
Of the 390 respondents, 13, representing 3.3% state Uniting people through
communication; 22, representing 5.6% states Promise of network expansion; 5,
representing 1.3% indicates Promise of Free customer service; 22, representing
5.6% Wide network coverage; 24, representing 6.2% recall Promos (Recharge and
win cars or cash prizes, etc); 7, representing 1.8% indicates Per second billing rate;
1, representing 0.25% itemize Promise of network fidelity; 56, representing 14.4%
list Promise of bonus air time and promos; 44, representing 11.3% state Improved
service assurance; 41, representing 10.5% recall Free midnight calls/low tariff; 15,
representing 3.8% list Promises of Free SMS/Airtime; while 77 and 58 and 5
representing 19.7%, 14.9%, and 1.3% were Better Internet connection, Cheaper
date rates and No response responses respectively.
61
Table 14: Is it the promise in the advertisement that motivated you into
subscribing to the network?
Options
No of Respondents
Percentage
Yes
288
73.8
No
102
26.2
Total
390
100%
Source: field data 2021
This question sought confirmation of the respondent whether he/she was motivated
to their network of subscription by the promise of the advertising message.
Between “Yes” and “No”, respondents were split 288, representing 73.8% and 102,
representing 26.2% respectively.
Table 15: Do you consider MTN network to be better than Airtel even if either
side’s advertisements hold better promises?
Options
No of Respondents
Percentage
Yes
172
44.1
No
218
55.9
Total
390
100%
Source: field data 2021
The respondent is herein requested of his preference of MTN over Airtel networks
irrespective of better advertising promises by the two networks. To this question,
172 respondents, representing 44.1% answered that they prefer MTN to Airtel in
the circumstance (“Yes”) while 218 respondents, representing 55.9% answered that
in the same circumstance, they did not prefer MTN to Airtel (“No”).
62
Table 16: Do you consider advertisement necessary against the backdrop of
poor services?
Options
No of Respondents
Percentage
Yes
238
61%
No
152
39%
Total
390
100%
Source: field data 2021
The respondent is here asked to confirm whether or not advertising is still
necessary in the backdrop of poor services. Out of the sample of 390 respondents,
238, representing 61% think that despite poor network performance advertising is
still necessary while 152, representing 39% think that advertising is unnecessary in
the backdrop of poor services.
4.4 Test of Hypothesis
In this section, the hypothesis proposed in the study shall be tested. Relevant items
in the questionnaire were used to get the observed frequency. The chi-square
goodness of fit test would be adopted respectively to test the hypothesis.
H01- There is no level of exposure by consumers to MTN and Airtel advertising
messages in Imo state university.
Ha1- There is a significant level of exposure by consumers to MTN and Airtel
advertising messages in Imo state university.
(Question 4 of the questionnaire addresses this question)
63
Question 4: Are you exposed to any MTN or AIRTEL advertisements on radio,
television, newspapers, magazine, billboards, etc.?
Table 6: Are you exposed to any MTN or AIRTEL advertisements on radio,
television, newspapers, magazine, billboards, etc.?
Responses
No of Respondents
Percentage
Yes
378
96.9
No
12
3.1
Total
390
100%
Source: field data 2021
Chi-Square presentation of the table 6 above.
Options
Oi
Ei
oi - ei
{Oi –ei}2
{Oi –ei}2/ei
Yes
378
195
183
33489
171.7
No
12
195
-183
33489
171.7
Total
390
343.4
Chi-square X2 = 343.4
Degree of Freedom = df
Df = 2 – 1= 1
Using error limit of 0.05
Table value = 3.841
Decision Rule: Given that calculated value 343.4 is greater than the table value
3.841, the alternate hypothesis is accepted and the null hypothesis rejected. In other
words, there is a significant level of exposure by consumers to MTN and Airtel
64
advertising messages in Imo state university.
H02- Airtel and MTN advertisements do not influence consumers’ choice of these
networks in Imo state university.
Ha2 - Airtel and MTN advertisements influences consumers’ choice of these
networks in Imo state university.
(See question 7 of the questionnaire)
Question 7: Is it the advertisement that influenced your choice of the network?
Table 9: Is it the advertisement that influenced your choice of the network?
Responses
No of Respondents
Percentage
Yes
378
96.9
No
12
3.1
Total
390
100%
Source: field data 2021
Chi-Square presentation of the table 9 above.
Options
Oi
Ei
oi - ei
{Oi –ei}2
{Oi –ei}2/ei
Yes
378
195
183
33489
171.7
No
12
195
-183
33489
171.7
Total
390
343.4
Chi-square X2 = 343.4
Degree of Freedom = df
65
Df = 2 – 1= 1
Using error limit of 0.05
Table value = 3.841
Decision Rule: Given that calculated value 343.4is greater than the table value
3.841, the alternate hypothesis is accepted and the null hypothesis rejected. In other
words, Airtel and MTN advertisements influence consumers’ choice of these
networks in Imo state university.
H03- Consumers cannot recollect the particular advertisement that influenced their
choice of Airtel or MTN networks.
Ha3- Consumers can recollect the particular advertisement that influenced their
choice of Airtel or MTN networks.
(Although the question can be answered with two questions but See question 9 of
the questionnaire)
Question 9: If yes, what can you remember about the advertisement?
Table 11: If yes, what can you remember about the advertisement?
Elements of
No of Respondents
Percentage
Network slogans
35
17.5%
Free airtime & SMS
17
8.5%
Free midnight call offer
24
12%
Network coverage
54
27%
advertisement
remembered
offer
66
Promise of winning cars
18
9%
Offer of quality service
25
12.5%
Offer of lower tariff
2
1%
Start small and grow
1
0.5%
Patriotism
1
0.5%
To share credit with
4
2%
Color of network
9
4.5%
No response
10
5%
Total
200
100%
and cash
advert
family and friends
Source: field data 2021
Chi-Square presentation of the table 11above.
Options
Oi
Ei
oi - ei
{Oi –ei}2
{Oi –ei}2/ei
Network slogans
35
16.7
18.3
334.89
20.1
Free airtime & SMS
17
16.7
0.3
0.09
0.005
Free midnight call offer 24
16.7
7.3
53.29
3.2
Network coverage
54
16.7
37.3
1391.29
83.3
Promise of winning
18
16.7
1.3
1.69
0.1
offer
67
cars and cash
Offer of quality service
25
16.7
8.3
68.89
4.1
Offer of lower tariff
2
16.7
-14.7
216.09
12.9
Start small and grow
1
16.7
-15.7
246.49
14.8
Patriotism
1
16.7
-15.7
246.49
14.8
To share credit with
4
16.7
-12.7
161.29
9.7
Color of network
9
16.7
-7.7
59.29
3.6
No response
10
16.7
-6.7
44.89
2.7
Total
200
advert
family and friends
169.305
Chi-square X2 = 169.305
Degree of Freedom = df
Df = 12 – 1= 11
Using error limit of 0.05
Table value = 19.675
Decision Rule: Given that calculated value 169.305 is greater than the table value
19.675, the alternate hypothesis is accepted and the null hypothesis rejected. In
other words, Consumers can recollect the particular advertisement that influenced
their choice of Airtel or MTN networks.
H04- There is no promise in the advertisements that influenced the consumers’
choice of Airtel or MTN networks.
Ha4 - There are promise in the advertisements that influenced the consumers’ choice
68
of Airtel or MTN networks.
(See question 11 of the questionnaire)
Question 11: If yes, what is the promise?
Table 13: What the promise in the advertisement was?
Advertising/Offer
No of Respondents
Percentage
Uniting people
13
3.3%
Network expansion
22
5.6%
Free customer service
5
1.3%
Wide network coverage
22
5.6%
Promos
24
6.2%
Per second billing rate
7
1.8%
Network fidelity
1
0.25%
Bonus airtime and
56
14.4%
44
11.3%
41
10.5%
Free SMS/air-time
15
3.8%
Better Internet
77
19.7%
Cheaper date rates
58
14.9%
No response
5
1.3%
Total
390
100%
promos
Assurance of network
improvement
Free midnight
calls/lower tariff
connection
69
Chi-Square presentation of the table13 above.
Advertising/Offer
Oi
Ei
Oi - Ei
{Oi –ei}2
{Oi ei}2/ei
Uniting people
13
27.9
-14.9
222.01
8
Network expansion
22
27.9
-5.9
34.81
1.5
Free customer service
5
27.9
-22.9
524.41
18.8
Wide network coverage 22
27.9
-5.9
34.81
1.5
Promos
24
27.9
-3.9
15.21
0.5
Per second billing rate
7
27.9
-20.9
436.81
15.7
Network fidelity
1
27.9
-26.9
723.61
25.9
Bonus airtime and
56
27.9
28.1
789.61
28.3
44
27.9
16.1
259.21
9.3
41
27.9
13.1
171.61
6.2
Free SMS/air-time
15
27.9
-12.9
166.41
6
Better Internet
77
27.9
49.1
2410.81
86.4
Cheaper date rates
58
27.9
30.1
906.01
32.4
No response
5
27.9
-22.9
524.41
18.8
Total
390
promos
Assurance of network
improvement
Free midnight
calls/lower tariff
connection
259.3
70
Chi-square X2 = 259.3
Degree of Freedom = df
Df = 14 – 1= 13
Using error limit of 0.05
Table value = 22.362
Decision Rule: Given that calculated value 259.3 is greater than the table value
16.92, the alternate hypothesis is accepted and the null hypothesis rejected. In
other words, there are promises in the advertisements that influenced the
consumers’ choice H05- There is no preference of the subscribers between
Airtel or MTN networks.
H05- There is no preference of the subscribers between Airtel or MTN networks.
Ha5 -There is a preference of the subscribers between Airtel or MTN networks.
(See question 13 of the questionnaire)
Question 13: Do you consider MTN network to be better than Airtel even if either
side’s advertisements hold better promises?
Table 15: Do you consider MTN network to be better than Airtel even if either
side’s advertisements hold better promises?
Options
No of Respondents
Percentage
Yes
172
44.1
71
No
218
55.9
Total
390
100%
Chi-Square presentation of the table 9 above.
Options
Oi
Ei
oi - ei
{Oi –ei}2
{Oi –ei}2/ei
Yes
172
195
-23
529
2.71
No
218
195
23
529
2.71
Total
390
5.42
Chi-square X2 = 5.42
Degree of Freedom = df
Df = 2 – 1= 1
Using error limit of 0.05
Table value = 3.841
Decision Rule: Given that calculated value 5.42 is greater than the table value
3.841, the alternate hypothesis is accepted and the null hypothesis rejected. In other
words, there is a preference of the subscribers between Airtel or MTN networks in
Imo state university.
4.5
Discussion of Findings
The influence of advertising on consumer choice with particular focus on Airtel
and MTN telecommunications services in Imo state university is enormous and
72
these have propelled this study. The research questions which to a larger extent
guided this study are discussed as follow.
Research Question 1:
Are GSM networks consumers in Imo state university
exposed to MTN and Airtel advertising messages?
Tables 6, 7 and 8 together provide the answer to this research query. It is a copious
affirmation that mobile phone networks consumers are preponderantly exposed to
MTN and Airtel networks advertising messages. The frequency of three hundred
and seventy eight (96.9%) answered that they are so exposed to MTN and Airtel
advertising messages through the various channels while Twelve (3.1%) answered
that they are not so exposed to the two networks advertising messages through the
various channels in table 6 says it all . This finding is also justified by the
exposure rate to MTN and Airtel advertising messages, 298 respondents Daily,
representing 76.4%; 75 Weekly, representing 19.2% and 11 Fortnightly,
representing 2.8% claim that they are respectively so exposed.
No response
amounted to 6, representing 1.5% in table 7.
Furthermore, the high response frequencies of one hundred and Sixty-two
(41.5%), Ninety-seven (24.8%), Sixty-five (16.7%), fifty-three (13.5%) in that
order for Television, Radio, Billboard and Newspapers respectively in Table 8
(popular media among the people) which the two networks explore in delivering
their network messages also lend weight to the above findings to research question
one.
73
Research Question 2: Do Airtel and MTN advertisements influence consumers’
choice of these networks in Imo state university?
(Table 9) answers this research question directly. A whopping majority of the
respondents with Two hundred and forty (61.5%) answered that their choice of
network was influenced by an Advertisement while One hundred and fifty (38.4%)
answered otherwise. By implication, the above shows that advertising has
influence on MTN and Airtel subscribers. This is irrespective of the dominance in
the frequency of the combination of numerous other elements. This finding is
supported by the data on Table 16 above in which respondents favor advertising
regardless of poor services with a frequency of 238 representing 61% against a
frequency of 152, representing 39% for adversaries of advertising in the context of
poor services.
With facts and figures it is safe to now assert that advertising campaigns
influence consumers. They show that total influence is a product of a convergence
of advertising, promotions and other structural and tactical aspects of an
organization. Hence, although MTN and Airtel advertising influence subscribers’
choice of their respective networks, Efficient and fast connections, Wide network
coverage particularly were also dominant considerations in the judgment of
network subscribers.
Research Question 3: Can the consumers recollect the particular advertisement
that influenced their choice of Airtel or MTN networks?
74
Table 11 which sought to confirm that the respondents was actually exposed to
Airtel and MTN advertising messages as claimed by getting them to recollect what
they can remember in the advertisement, provide the answers to research question
three. This is as set in Table 11 where 54, representing 27% indicate Wide network
coverage, led with a variety of network slogans as well as diverse other elements of
the different advertisements recollected by other respondents.
The data above has also confirmed consumer behaviour theorists that
consumers do not just buy but in accordance with their needs or desires. This is
obvious from the fact that respondents at least show interest in the promise or
offering of an advertising message and to match it with their confirmed needs. It is
interesting to note that some consumers are freaked more by the colour of the
network, offer of cars, cash or paid holiday prizes, patriotism etc.
Research Question 4: What promise in the advertisements influenced the
consumers’ choice of Airtel or MTN networks?
The answer to this research question can be found in Table 13 where the
various promises are grouped with ascertained frequency for each group. Promise
of bonus air time and promos has the highest frequency of 56, representing 14.4%.
Those who perhaps did not recollect the slogan of the specific advertisement used
descriptive promises or other characteristics of the advertisement to answer the
question.
75
The fact that consumers buy promise which matches their desires and needs
inherent in the facts shows the importance of promise to an advertisement. For the
creative people of advertising, promise is therefore an oyster which should always
be exploited for advertising success. It is ironic that some respondents who on the
one hand answered that there was no promise in the advertisement, at the same
time provides a promise as what is remembered about an advertisement, or what
motivated their network subscription choice.
Research Question 5: What is the preference of the subscribers between Airtel or
MTN networks? `
This research question is directly answered in Table 15 which clearly
exhibits the array of relevant data. These show that residents of
Imo state university, indeed prefers Airtel to MTN with a frequency of 218 (55.9%)
against a frequency of 172 (44.1%) for MTN. However, this is at variance with
responses to Question 3 (Table 5 above) where the array of data shows that 162
respondents, representing 41.5% subscribe to MTN against 98 respondents,
representing 25.1% who subscribe to Airtel.
This only suggests that most
respondents subscribe to MTN though, Airtel rule their hearts.
The reality of the research statistics is that more Imo state university
residents patronize MTN network but with Airtel ruling their hearts as a preferred
network.
76
. CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
5.1
Introduction
This chapter presents a summary, recommendations and suggestions for further
research based on the results of the study. The findings were based on the
objectives of the study.
5.2
Summary
This study examined the influence of advertising on consumer choice with
particular focus on Airtel and MTN telecommunications services in Imo state
university. The objective was to determine if consumers are exposed to MTN and
Airtel advertising Messages, determine if the advertisements of Airtel and MTN
influence consumers’ choice of these networks; as well as find out if they can
recollect the particular advertisements that influenced their choice of the networks,
determine what promise in the advertisements influenced the consumers’ choice of
MTN and Airtel networks and also compare subscribers’ preference of Airtel and
77
MTN networks in Imo state university. The study findings discussed in the
previous chapter can be summarized as follows:
From the totality of input generated for the background of the study,
literature review and data gathered and analysed above, respondents seems to agree
in many respects. It is safe to now assert consumers are exposed to MTN and Airtel
advertising Messages and that advertising campaigns influence consumers. They
show that total influence is a product of a convergence of advertising, promotions
and other structural and tactical aspects of an organization. Too, the statistics has
shown that influence is secured more through a complex consisting advertising,
promotions, capability, integrity, etc. Giving the data that advertising campaigns
influence appreciably, therefore the notions that it is mere noise agency, noninfluential and a waste of money can no longer appeal to objective perspectives.
The figures also throw up a high rate of exposure to MTN and Globacom
advertisements. While Twelve (3.1%) answered that they are not so exposed,
Majority of the respondents with Three hundred and seventy eight (96.9%)
answered that they are exposed to these advertisements “Daily” through mainly
television, radio, billboards, newspapers, etc. in ranking order - an order that
confirms previous findings.
The refined data also made glaring the pre-eminent role of promise in
advertising as the road to the consumer’s heart. The different elements other than
78
advertising which influenced respondent’s choice of network of subscription shows
that consumers search for information concerning their needs when they have to
buy. This study has therefore shown that when an advertising promise aligns with
a consumer’s specific needs and desires, purchase takes place.
5.3
Conclusions
From the findings of the study, the researcher would like to make the following
conclusions.
Contrary to the presumption that advertising campaigns alone influence
consumers, the fact from this scientific inquiry is that advertising campaigns
influence consumers but not all by itself.
This investigation has also proved that advertising remains a vibrant fellow in the
marketing mix, influencing consumers is a complex of mainly advertising,
promotion and other fundamentals. In the telecommunication milieu, these include
wide coverage area, quality service and other marketing incentives.
This analysis has also demonstrated that though consumers require help of
advertising promises to conduct intelligent buying they are strongly opposed to
advertising poor quality products such as poor performing telecommunication
networks. Hence the choice of a GSM network is predicated more on other factors
than credible advertising as it ought to be.
The work has further proved that advertising in Nigeria, at masses level, is
79
acquiring an odorous reputation for projecting well-known poor network
performance. An extreme view describes it as “deceptive” and a “fraud”. This is
affirmed by the overwhelming majority who stood against advertising either
completely or pending network service improvement.
The facts of this work have also proved consumer behaviour right
concerning need-awareness which governs the consumer’s search for satisfaction.
For advertising, the potential for influence is strong and positive when advertising
tallies with, or is targeted at the identified need or desire of the consumers.
5.4
Recommendation
In line with the findings and conclusions of the study, the researcher would like to
make the following recommendations:
1. For MTN and Airtel (the networks studied as advertisers in this work) as well
as other operators in the Nigeria mobile telecommunication industry, they
should take urgent steps to improve their networks services to the expected
standard and quality. This, more than advertisements, will keep the patronage
satisfied. When consumers get value for hard earned money, they become
happy, immunized and indeed inoculated from brand switch or brand snatch.
The suggestion of urgent remedies is also important as Nigerian advertising
faces integrity-challenge for presenting angelic faces of epileptic system.
2. For APCON – the regulating authority in the advertising industry!
It
80
behooves her to rise to its responsibilities to advertising concerning bad
product advertising (the GSM networks in this case). It should regulate out
and enforce bad products advertising. In other words, it should take a cue
from the Nigerian Communication Commission (NCC) which once banned
MTN from advertising until its network met required standard, ban lifted as
the researcher got about his inquiry
3. For practitioners, promise in advertising campaigns certainly appeals to
consumers. Maximum influence is better assured when other influence factors
are combined with advertising. In line with McGregor (above), practitioners
should take interest in these other influence factors for good result. Agencies
must save advertising by not abandoning good old ethics. They should uphold
and maintain the traditional product quality verification before advertising or
not Government should make effort to address the various challenges faced by
mass communication institutions, especially provision of adequate modern
learning facilities for training students, in order to equip them for practice
with new innovations brought by digital revolution in the mass
communication industry.
4. For NCC, it should hold its side by stipulating and stringently enforcing
minimum acceptable standards all over the telecommunication industry. The
phenomenal growth recorded since 2001 is appreciable but in a shorter time
81
than it has taken the growth could be destroyed if the umpire becomes smog
over its regulatory functions. As the researcher carried out this research
assignment, complaints are rife that, like some banks, consumers’ credits now
got swallowed by industry’s “Bermuda Triangle” in the backdrop of a positive
advertising show of such networks.
5. For the consumer, government protection from operator’s greed evident in the
role of the NCC, from advertising agencies hunger for money evident in the
function of APCON and perhaps ineffectual Nigerian public opinion is good.
Yet the Nigerian public is overdue a self-generated and self-directed consumer
protection mechanism to better serve itself.
It is more dependable than
otherwise
6. The researcher wishes to state that this research may not be free from
unavoidable human errors and therefore suggests that further research be
carried out on this topic but with a different sample size and different
institution.
82
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86
A PROJECT RESEARCH WORKS ON INFLUENCE OF TELECOMMUNICATION
ADVERTISING ON CONSUMERS CHOICE: AN ANALYSIS OF MTN AND AIRTEL
SUBSCRIBERS IN IMO STATE UNIVERSITY.
Name of advisor: Assoc. Prof. B.J.C. Anyawu Name of student: Mbata Jeremiah
STUDENTS' QUESTIONNAIRE
The researcher is seeking your assistance and participation in collecting information on influence
of telecommunication advertising on consumer’s choice: an analysis of Mtn and Airtel
subscribers in Imo state University. The completion of this questionnaire is voluntary and any
pertinent information arising will be kept confidential. Your participation will be highly
appreciated.
NOTE: Please tick once for each question in the boxes provided and where necessary fill in
reasons where appropriate.
A. GENERAL INFORMATION
1 .Name of student: ……….……………………………..
2. Gender: Male
Female
3. Age group of Respondent
15 – 25
26 – 35
36 – 45
46 – 55
56 and above
SECTION B: QUESTIONS
1. Do you have a GSM phone? (Tick
a. Yes
the appropriate one)
b. No
2. Are you connected to any GSM network? (Tick
a. Yes
b. No
3. Which network(s) do you subscribe to? (Tick
a. MTN
the appropriate one)
b. AIRTEL
c. MTN &AIRTEL
the appropriate one)
d. Others
87
4. Are you exposed to any MTN or AIRTEL advertisements on radio, television,
newspapers, magazine, billboards, etc.? (Tick
a. Yes
the appropriate one)
b. No
5. How often are you exposed to such advertisement? (Tick
a. Daily
b. Weekly
the appropriate one).
c. Fortnightly
6. What advertising channels are you frequently exposed to? (Tick
the appropriate
one).
a. Radio
b. Television
c. Internet
d. Print media
e. Others
7. Is it the advertisement that influenced your choice of the network? (Tick
the
appropriate one)
a. Yes
b. No
8. If no, what influenced your choice of the networks? -------------------------------------------------------------------------------------------------9. If yes, what can you remember about the advertisement? Please state -----------------------------------------------------------------------------------------------------------10. Is there any promise in the advertisement? (Tick
a. Yes
the appropriate one)
b. No
11. If yes, what is the promise? ----------------------------------------------------------------------------------------------------------------------------------------------------------------12. Is it the promise in the advertisement that motivated you into subscribing to the
network? (Tick
a. Yes
the appropriate one)
b. No
13. Do you consider MTN network to be better than Airtel even if either side’s
advertisements holds better promises? (Tick
a. Yes
the appropriate one)
b. No
14. Do you consider advertisement necessary against the backdrop of poor services? (Tick
the appropriate one)
a. Yes
b. No
88