The Impact of Advertising and Sales Promotion on Initial Purchase, Addition and Change of Existing GSM Networks by Students in Nigeria

摘要

This Study sets out to find the impact of advertising and sales promotion on the decision made by students oninitial purchase, additions and change of GSM services in Nigeria. 500 Students were selected from 4 differentUniversities within the north - east to constitute the population of the study. Questionnaires and Oral interviewwere used in collecting the data for the research. The finding reveals that advertisement and sales promotionsplayed a role in influencing change of existing networks due to reliability of service and cost effectiveness. Theresults will help the service providers in building confidence in the minds of their consumers in terms of choiceof a particular GSM service.