A study into the Effects of Sales Promotion on Polytechnic Students' Choice of Telecommunication Network in Ghana: A Case Study of Tamale Polytechnic

Abstract

Marketing communication (promotion) is an unavoidable activity for all firms in today's competitive business world. Sales promotion is one of the major elements of promotion and is perceived to be the most widely and intensively employed tool in the telecommunication industry of Ghana. This study was conducted to ascertain the relationship between sales promotion and consumer buying decision and to determine which consumer promotional strategies is the most effective for the telecom industry. A descriptive survey research design was adopted. The study used purposive and stratified random sampling techniques for selection of respondents with questionnaire as the research instrument.

The results of the study indicated there is a positive relationship between sales promotion and tertiary students' choice of telecom network.  The study found that sustained sales promotions can retain customers and also that free or reduced charge to same network is the most the most favored strategy by tertiary student in Ghana. The study recommends telecom firms should broaden the scope of their promotions by allowing customers to use incentives across networks.  Future researchers should also consider "the effectiveness of sales promotion on brand loyalty.