Sales Promotion and Consumer Loyalty: A Study of Nigerian Tecommunication Industry
Consumers are regarded as kings and they have several choices to make among alternative products and services. In an attempt to meet the needs of the consumers and earn their loyalty producers spend so much on sales promotion not only to increase sale but to ensure consumers loyalty. Simple random sampling technique was used to select a sample size of 310. The study established a positive...
Published at Journal of Competitiveness Czech Republic
Published in 2011
Dr. Oyeniyi, O.J., Dr. Abiodun, A. J. & Dr. Osibanjo, A. O.
Osibanjo Omotayo Adewale » Osibanjo Omotayo Adewale, Lecturer in the Department of Business Management, Covenant University, Ota, Ogun State, Nigeria. He obtained a Doctorate degree of Philosophy in Management at Babes Bolyai University, Cluj-Napoca, Romania under the scholarship of the Romanian Government in the year 2008. view full profile
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