The effects of sales promotions on customer growth in the Ghanaian mobile Telecommunication industry; the case of Millicom Ghana_ Tigo

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The purpose of this study was to find out the effects of promotions on customer growth in the Ghanaian mobile telecommunication industry. The method adopted by this study was the sample survey method of study instead of a census. The semi-structured questionnaire is made up of both close and open-ended questions. The researcher sampled 50 staff members and 200 customers of Milicom Ghana (Tigo). It was revealed by the study that Millicom Ghana (Tigo) undertakes a number of promotions, which tend to have great influence on their customer growth. However, promotions appear to be but just one of the various factors that affect the customers’ growth of the organization. The study implications are that, promotions have a great influence on the customer base of mobile telecommunication networks and therefore there is the need to put much effort into ensuring its success. The study recommended that, there is the need for Tigo and all the other mobile telecommunication networks in the country to pay a closer attention to factors including network coverage and quality of service. Also, efforts must be put in by the various staff member of the telecommunication networks in Ghana to enhance the quality of the services offered. Moreover, the government can offer help through the provision of funds and formulation of policies to support the operations of the telecommunication industry in Ghana.
A thesis submitted to The School of Graduate Studies,Kwame Nkrumah University of Science and Technology, in partial fulfillment of the requirements for the award of Master of Business Administration