Consumer Sales Promotion and Customer Patronage of Telecommunication Industry in Anambra State, Nigeria

Sales promotion is a widely used marketing strategy aimed at influencing consumer behavior and increasing sales, particularly in competitive industries like telecommunications. The telecommunication industry in Anambra State, Nigeria, has adopted various promotional strategies, such as price discounts and sweepstakes, to enhance customer patronage and retention. While existing studies have explored the impact of sales promotions on consumer behavior, there is limited research focusing on specific promotional tools and their differential effects within the Nigerian telecommunication sector. This study examines the effects of price discounts and sweepstakes on customer patronage and retention in the telecommunication industry in Anambra State. The findings indicate that price discounts significantly increase customer patronage, while sweepstakes positively influence customer retention. Both promotional strategies demonstrate a strong statistical significance in shaping consumer behavior. Unlike previous research that broadly examines sales promotions, this study differentiates between specific promotional tools and provides empirical evidence from a developing economy context. The study suggests that telecommunication firms should diversify their sales promotion strategies and incorporate innovative, technology-driven approaches to sustain consumer interest and loyalty.