Impact Of Sales Promotion On Consumer Purchase Behaviour In Telecommunication Industry

ABSTRACTThe growing managerial importance of sales promotion has generated a great deal of research on how sales promotion affects consumer purchase behaviour. This study generally sought to examine the impact of sales promotion on the consumer purchase behaviour of telecommunication service providers. The specific objectives include to; examine the relationship between consumer attitude to sales promotion and preference for telecommunication service provider, examine the relationship between consumer attitude to sales promotion and satisfaction with telecommunication service provider, examine…