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The Influence of Sales Promotion on Consumer Buying Behaviour in the Telecom Industry; the Case of Vodafone Ghana.
A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology, Kumasi in partial fulfillment of the requirements for the degree of Commonwealth Executive Masters of Business Administration
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| Format: | Thesis |
| Language: | English |
| Published: |
2013
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| _version_ | 1867613133855522816 |
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| access_status_str | Open Access |
| author | Darko, Eric |
| author_browse | Darko, Eric |
| author_facet | Darko, Eric |
| author_sort | Darko, Eric |
| collection | Thesis |
| description | A Thesis submitted to the Institute of Distance Learning, Kwame
Nkrumah University of Science and Technology, Kumasi in partial fulfillment of
the requirements for the degree of
Commonwealth Executive Masters of Business Administration |
| format | Thesis |
| id | oai:ir.knust.edu.gh:123456789/4941 |
| institution | KNUST (Ghana) |
| language | English |
| last_indexed | 2026-06-10T12:31:18.486Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from KNUSTSpace — Kwame Nkrumah University of Science & Technology (Ghana) |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| record_format | dspace |
| source_str | KNUSTSpace — Kwame Nkrumah University of Science & Technology (Ghana) |
| spelling | oai:ir.knust.edu.gh:123456789/4941 The Influence of Sales Promotion on Consumer Buying Behaviour in the Telecom Industry; the Case of Vodafone Ghana. Darko, Eric A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology, Kumasi in partial fulfillment of the requirements for the degree of Commonwealth Executive Masters of Business Administration The deregulation of the Ghanaian telecom sector in 1994 has led to the increase in the number of telecom firms in the country which render identical services. The ever increasing competition in the industry has prompted telecom firms to be determined and ensure satisfaction of customer needs and wants more effectively than their competitors. In other for these telecom firms to succeed in this ever increasing competitive market, they employ a lot of different promotional tools to attract and retain their customers. One of the most commonly used promotional tools is sales promotion which provides incentives to customers or to the distributor channel to stimulate demand for a product. This study is aimed at assessing the role sales promotion play in influencing the consumer buying behaviour of telecom consumers. A non-probability sampling technique was used for the study and the sample was selected from a population of telecom service users resident in the Tema Metropolis. A five point Likert scale questionnaire was used in acquiring the respondent’s information. The questionnaires were analysed with the help of Statistical Package for Social Sciences (SPSS) and Microsoft Excel. The study indicated significant influence of sales promotion on consumer buying behaviour. The research consequently recommended that, telecom service providers need to undertake regularly sales promotion activities to ensure constant influence on their patrons. KNUST 2013-02-13T10:47:38Z 2023-04-20T10:40:28Z 2013-02-13T10:47:38Z 2023-04-20T10:40:28Z 2012 Thesis https://ir.knust.edu.gh/handle/123456789/4941 en application/pdf |
| spellingShingle | Darko, Eric The Influence of Sales Promotion on Consumer Buying Behaviour in the Telecom Industry; the Case of Vodafone Ghana. |
| title | The Influence of Sales Promotion on Consumer Buying Behaviour in the Telecom Industry; the Case of Vodafone Ghana. |
| title_full | The Influence of Sales Promotion on Consumer Buying Behaviour in the Telecom Industry; the Case of Vodafone Ghana. |
| title_fullStr | The Influence of Sales Promotion on Consumer Buying Behaviour in the Telecom Industry; the Case of Vodafone Ghana. |
| title_full_unstemmed | The Influence of Sales Promotion on Consumer Buying Behaviour in the Telecom Industry; the Case of Vodafone Ghana. |
| title_short | The Influence of Sales Promotion on Consumer Buying Behaviour in the Telecom Industry; the Case of Vodafone Ghana. |
| title_sort | influence of sales promotion on consumer buying behaviour in the telecom industry the case of vodafone ghana |
| url | https://ir.knust.edu.gh/handle/123456789/4941 |
| work_keys_str_mv | AT darkoeric theinfluenceofsalespromotiononconsumerbuyingbehaviourinthetelecomindustrythecaseofvodafoneghana AT darkoeric influenceofsalespromotiononconsumerbuyingbehaviourinthetelecomindustrythecaseofvodafoneghana |