A STUDY OF THE IMPACT OF PRODUCT, PRICE, PROMOTION, AND DISTRIBUTION STRATEGIES ON BRAND LOYALTY IN THE NIGERIAN TELECOMMUNICATION INDUSTRY

Abstract

This study aims to examine the impact of marketing mix elements on brand loyalty in the Nigerian telecommunication industry. Through a descriptive survey design and stratified sampling technique, 100 employees and consumers were selected from selected telecommunication firms in Asaba, Delta State. The study found that distribution strategy has a significant relationship with product management and that telecommunication firms use an integrated marketing communications strategy as their major promotion strategy. The study concludes that telecommunication firms should use price promotion strategies, such as price discounts, free samples, and bonus packs, to increase customers’ intention to purchase their products and hence, increase sales volume. The research questions and hypotheses explored in the study focus on the effect of each marketing mix element on brand loyalty. The article includes a literature review, discussion of the conceptual framework of marketing mix elements and brand loyalty, and data presentation and analysis which revealed the extent to which price, distribution, promotion, and product affect brand loyalty. This study provides insights that telecommunication firms can leverage to develop and implement strategies that enhance brand loyalty and customer satisfaction