CHAPTER ONE

INTRODUCTION

1.1 Background

GSM promotion subscribers are increasing and changing frequently resulting in higher degree of confusion in comparison and selection of the right GSM operators that provides low tariff promotion products, hence, the loss of billions of domestic revenue worldwide annually by different subscribers. The history of GSM promotion was reviewed by Coyles and Gokey (2005). The promotion subscribers’ comparison is the act or process of examining two or more set of promotion subscribers in order to discover similarities and differences between them. The GSM promotion subscribers’ comparison is an identified process for examining two or more set of GSM promotion subscribers in order to discover similarities and differences between them. It has identified itself as one of the remedies for domestic revenue wastage by subscribers.

According to the International Journal of Business and Social Sciences; The Determinants of Customer Loyalty in Nigeria’s GSM Market; Volume 3, No 14, page 210 (Special Issue – July 2012) – The explosive growth rate in the market has thrown up intense rivalry among the GSM operators and necessitated the need to engage in marketing activities that would enable them to retain a large chunk of their customers and make them loyal. The resultant competition has led to the reduction in tariff, introduction of new and innovative products, advertising blitz, rising sales promotion, and innovative customer service. The choice of these promotion products and subscription in GSM networks has been a problem that has always beleaguered the base line of subscribers who are interested in different packages according to their requirements/benefits.

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