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The leaves of the Vernonia amygdalina plant were collected, identified and authenticated and its phytochemicals were analyzed using gas chromatographic mass spectrometry. The GC-MS Chromatogram of the ethanolicleaf extract Vernonia amygdalina revealed 15 peaks of compounds as presented in Fig 2 with their percentage peak area. The major phyto-compounds identified as shown in Table 3 were Oleic acid (29.52%), Octadecanoic acid (19.3%), n-Hexadecanioc acid (8.29%), Methyloctanoic acid (5.75%) and Tetradecanoic acid (4.80%) while the minor compounds encountered were Lupeol (2.38%), E-13-Decanoic acid(1.51%), Pentafluoropropanionic acid (1.40%), 3H-Byarazol-3-one and Decanoic acid (1.28%), 15-Tetracosenoic acid (1.21%), vitamin E (1.17%), Chiloscyphone (0.81%) and 4-Octenoic acid (0.73%). This rich phytochemical profile justifies the use of the plant extract in traditional herbal treatment for therapeutic purposes.

The study focused on the assessment and effect of supplementing groundnut with ginger and cinnamon on the proximate composition and mineral composition of Kulikuli. Cinnamon powder and ginger powder used in the production of the kulikuli samples were formulated as 100:0%, 98:2%, 98:2%, 96:4%, 96:4%, 96:2:2%. The moisture, ash, fiber, fat, protein, carbohydrate content ranges from 1.22 to 2.31%, 40.31 to 76.31%, 33.70 to 69.97%, 2.79 to 5.32%, 10.16 to 38.42%, & 57.38 to 77.53% respectively. The kulikuli sample increased in ash, fat, protein content while it decreased in moisture, fibre and carbohydrate content. The mineral composition shows that sodium, magnesium, calcium, iron, phosphorus content ranges from 1.22 to 2.31mg/l 40.31 to 76.31mg/l 33.70 to 69.97mg/l, 2.79 to 5.32mg/l & 10.16 to 38.42mg/l respectively. Overall Incorporation of ginger powder and cinnamon powder enhance the mineral content in the kulikuli produced, however it is showed in the study that kulikuli improve nutritional value from groundnut.

Cover Page<br> IMPACT OF SALES PROMOTION ON CONSUMER BUYING BEHAVIOR FOR COMMUNICATION SERVICES IN THE RURAL AREA GLO NETWORK SERVICE<br> <br> <br> <br> <br> <br> OLE, JOY EGWU<br> 2023/HND/37695/MKT <br> <br> <br> <br> <br> <br> <br> DEPARTMENT OF MARKETING<br> SCHOOL OF BUSINESS STUDIES,<br> AKANU IBIAM FEDERAL POLYTECHNIC<br> UNWANA, EBONYI STATE.<br> <br> <br> <br> <br> <br> <br> <br> OCTOBER, 2025<br> <br> TITLE PAGE<br> IMPACT OF SALES PROMOTION ON CONSUMER BUYING BEHAVIOR FOR COMMUNICATION SERVICES IN THE RURAL AREA GLO NETWORK SERVICE<br> <br> <br> <br> <br> <br> OLE, JOY EGWU<br> 2023/HND/37695/MKT<br> <br> <br> <br> A PROJECT PRESENTED<br> <br> <br> TO<br> <br> <br> <br> <br> THE DEPARTMENT OF MARKETING<br> SCHOOL OF BUSINESS STUDIES, AKANU IBIAM FEDERAL<br> POLYTECHNIC UNWANA, EBONYI STATE.<br> IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE<br> AWARD OF THE HIGHER NATIONAL DIPLOMA IN MARKETING.<br> <br> <br> OCTOBER, 2025<br> <br> <br> DECLARATION<br> I, OLE JOY EGWU, a Higher National Diploma student of the Department of Marketing with the Registration number, 2023/HND/37695/MKT do hereby declare, on my honor, this marketing research Integrated Marketing Project has not been presented, either wholly or in part for the award of any other Degree, Diploma, Certificate or publication in any Polytechnic, other Higher Institution elsewhere.<br> <br> <br> <br> ………………………………… …………..............................<br> Name of Student: Ole, Joy Egwu Date<br> Registration Number: 2023/HND/37695/MKT<br> <br> <br> APPROVAL/CERTIFICATION<br> OLE, JOY EGWU, a Higher National Diploma student of the Department of Marketing with the Registration number 2023/HND/37695/MKT has satisfactorily completed the requirements for the award of the Higher National Diploma in Marketing. To the best of our knowledge, the work embodied on this project is original, and has not been submitted in part or in full for any other Degree, Diploma Certificate or publication of this polytechnic or elsewhere.<br> However, we agree that OLE, JOY EGWU bears full responsibility for the contents of this work.<br> <br> <br> ____________________________ ______________________<br> Dr. Chris Obi Ezumah (Mazi) Date<br> (Supervisor) <br> <br> <br> <br> ____________________________ ______________________<br> Dr. MrsLilianOrieoma Godwin-Okoubi. Date<br> (Head of Department)<br> <br> <br> <br> <br> ____________________________ ______________________<br> External Supervisor Date <br> <br> <br> DEDICATION<br> This work is dedicated wholeheartedly to God Almighty and to my lovely parent. <br> <br> ACKNOWLEDGEMENT<br> All thanks and glory to Almighty God for His unending grace, guidance, and strength throughout the course of this academic journey. His divine help and presence have been the anchor through every challenge and success. Sincere appreciation is extended to the Project Supervisor, Dr. Chris Obi Ezumah (Mazi), for his constant support, valuable insights, and constructive corrections. Gratitude also goes to the Head of Department, Dr. Lilian Godwin-Okoubi, for her exceptional leadership and encouragement. Heartfelt thanks are further extended to other lecturers, including Sir Arthur Nnubuogu, Dr. Val Ejirihugha, for their significant contributions to academic growth and development.<br> Special appreciation goes to Mr. Egwu Ole Chima, a supportive father, and Rev. Mrs. Glory Egwu Ole, a loving mother, whose prayers, care, and encouragement have been constant sources of strength. Deep thanks also go to beloved siblings God's Will Egwu Ole, Chinedu Egwu Ole, and Onyiychi Egwu Ole for their love, support, and inspiration throughout the journey. To wonderful friends like Idika Uche and Idika Sandra Ukwa, heartfelt gratitude is expressed for their companionship, encouragement, and prayers.<br> Finally, appreciation goes to Etuk Ime-ofon Friday, the typist and senior colleague, for his valuable assistance during the completion of this work.<br> May God reward everyone richly. <br> <br> TABLE OF CONTENT<br> Cover Page i<br> Title page ii<br> Declaration iii<br> Approval/Certification iv<br> Dedication v<br> Acknowledgement vi<br> Table of Contents vii<br> List of Tables x<br> ABSTRACT xii<br> CHAPTER ONE: INTRODUCTION 1<br> 1.1 Background of the Study 1<br> 1.2 Statement of the Problem 4<br> 1.3 Objective of the Study 5<br> 1.4 Research Questions 6<br> 1.5 Research Hypotheses 6<br> 1.6 Scope of the Study 7<br> 1.7 Significance of the Study 8<br> 1.8 Organization of the Study 9<br> 1.9 Definition of Terms 10<br> 1.9.1 Brief History of Rural Area Glo Network Service 11<br> CHAPTER TWO: REVIEW OF RELATED LITERATURE 13<br> 2.1 Conceptual Review 13<br> 2.1.1 Sales Promotion 13<br> 2.1.1.1 Influence of Airtime Bonuses Approach to Consumer Buying Behavior 14<br> 2.1.1.2 Free Data Offers and Their Effect on Consumer Buying Behavior 15<br> 2.1.1.3 Loyalty Schemes and Their Role in Shaping Consumer Buying Behavior 17<br> 2.1.1.4 Raffle Draws as a Promotional Tool for Influencing Consumer Buying Behavior 18<br> 2.1.2 Consumer Buying Behavior 19<br> 2.1.3 Communication Services in Rural Areas 21<br> 2.1.4 Role of Sales Promotion in Telecommunications 22<br> 2.1.5 Importance of Promotional Communication in Rural Areas 24<br> 2.1.6 Challenges in Applying Sales Promotion in Rural Areas 25<br> 2.2 Empirical Review 28<br> 2.3 Theoretical framework 31<br> CHAPTER THREE: METHODOLOGY 34<br> 3.1 Research Design 34<br> 3.2 Selection of Data 34<br> 3.3 Collection of Data 35<br> 3.4 Population of the Study 35<br> 3.5 Sample Size Determination 36<br> 3.6 Sampling Design 37<br> 3.7 Validity of Instrument 37<br> 3.8 Reliability of Instrument 38<br> 3.9 Data Analysis Techniques 38<br> CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS 40<br> 4.1 Data Presentation 40<br> 4.2 Data Analysis 44<br> 4.3 Test of Hypothesis 54<br> 4.4 Discussion of Findings 56<br> CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS 60<br> 5.1 Summary of Findings 60<br> 5.2 Conclusion 61<br> 5.3 Recommendation 62<br> 5.4 Limitations of the Study 63<br> 5.5 Suggestions for Further Studies 64<br> 5.6 Contribution to Knowledge 65<br> References 66<br> Appendices 72<br> <br> <br> <br> <br> LIST OF TABLES<br> Table 4.1: Distribution and Collection of Questionnaires 40<br> Table 4.1.1: Gender of Respondents 41<br> Table 4.1.2: Marital Status of Respondents 41<br> Table 4.1.3: Age Bracket of Respondents 42<br> Table 4.1.4: Educational Qualification of Respondents 42<br> Table 4.1.5: Occupation of Respondents 43<br> Table 4.1.6: Frequency of Using GLO Services 43<br> Table 4.2.1: Airtime bonuses motivate customers to recharge more frequently 44<br> Table 4.2.2: Customers are more likely to choose Glo due to regular airtime bonus offers 44<br> Table 4.2.3: Airtime bonuses improve customer satisfaction with the network provider 45<br> Table 4.2.4: Promotional airtime offers encourage consumers to switch from competitors 45<br> Table 4.2.5: Frequent airtime bonuses increase the likelihood of long-term brand usage 46<br> Table 4.2.6: Free data offers influence consumers to remain loyal to the Glo network 46<br> Table 4.2.7: Promotional data plans increase daily usage of internet services 47<br> Table 4.2.8: Free data incentives attract new users to the network 47<br> Table 4.2.9: Data giveaways improve consumer perception of value for money 48<br> Table 4.2.10: The availability of free data influences positive word-of-mouth referrals 48<br> Table 4.2.11: Loyalty rewards increase continued patronage of the Glo network 49<br> Table 4.2.12: Customers feel valued when enrolled in loyalty schemes 49<br> Table 4.2.13: Incentives for loyal users improve the overall customer experience 50<br> Table 4.2.14: Loyalty programs enhance brand commitment among rural users 50<br> Table 4.2.15: Participation in loyalty schemes strengthens trust in the network provider 51<br> Table 4.2.16: Raffle draws create excitement and increase product engagement 51<br> Table 4.2.17: Participation in raffles motivates users to buy more Glo products 52<br> Table 4.2.18: Raffle promotions enhance brand image and consumer interest 52<br> Table 4.2.19: Chances of winning prizes encourage frequent recharges or subscriptions 53<br> Table 4.2.20: Raffle campaigns foster a positive attitude toward the network 53<br> <br> <br> <br> ABSTRACT<br> This study examined the impact of sales promotion on consumer buying behavior for communication services in rural areas: a study of Glo Network Service. The research focused on four core promotional strategies airtime bonuses, free data offers, loyalty schemes, and raffle draws and how each contributes to enhancing recharge frequency, brand preference, and consumer loyalty among rural users. The study was anchored on existing literature and theoretical insights from marketing communication and consumer behavior, utilizing both primary and secondary data. A structured questionnaire was administered to 96 rural Glo users, with 83 valid responses retrieved and analyzed. Descriptive statistics (frequency and percentage) were employed alongside inferential analysis using the Pearson Product-Moment Correlation Coefficient to test the formulated hypotheses. The findings revealed that airtime bonuses significantly increase recharge frequency and foster stronger customer loyalty. Free data offers were found to encourage digital engagement, while loyalty schemes enhanced long-term brand commitment. Raffle draws also influenced short-term excitement and participation, especially when rewards were perceived as credible and practical. However, the study recommended that Glo should sustain and personalize its airtime bonus programs, expand inclusive data offers, enhance rural-focused loyalty schemes, and implement transparent raffle campaigns. The study concluded that sales promotional strategies particularly airtime bonuses, free data offers, loyalty schemes, and raffle draws play a significant role in influencing consumer buying behavior towards Glo network services in rural areas of Nigeria.<br> Keywords: sales promotion, consumer buying behavior, promotional strategies.<br> <br> CHAPTER ONE<br> INTRODUCTION<br> 1.1 Background of the Study<br> Sales promotion in the Nigerian telecommunications industry began as a minimal and non-strategic activity, where providers focused largely on service reliability, network coverage, and call clarity to gain competitive advantage. Incentives such as recharge bonuses or discounted call rates were sporadic and secondary to core service delivery. Consumer decisions, especially in rural areas, were driven by functionality, affordability, accessibility, and basic communication needs rather than by psychological or emotional motivators. Marketing efforts lacked segmentation and targeted messaging, resulting in limited influence of early promotional campaigns on consumer loyalty or brand preference (Obilo, 2022; Eze, 2021). However, as the telecom market became increasingly saturated and service offerings across providers converged, companies began to shift from technical differentiation to value-based engagement. This shift marked the rise of sales promotions as a central marketing tool aimed at influencing immediate consumer decisions and sustaining long-term usage (Ogunyemi, 2023; Chukwu, 2023).<br> In recent time, the Nigerian telecom industry has become intensely competitive, and product offerings across service providers have become increasingly uniform. As a result, companies have turned to sales promotions as a key differentiator. These promotions serve as short-term marketing incentives that aim to boost consumer interest, increase service uptake, and encourage brand switching. Strategies such as bonus airtime, free data, promo-based raffles, and subscription rewards are now widely deployed by telecom providers to stimulate quick and measurable consumer responses (Okon, 2023). These tactics are designed to directly influence purchase decisions, especially in a market saturated with similar alternatives.<br> Sales promotion is defined as a set of short-term incentives offered to encourage the immediate purchase or consumption of a product or service. Within the context of communication services, these promotions may include free call time, discounted data bundles, extra SMS packages, or participation in national draws with prizes. The goal is to drive instant customer action, foster loyalty, and increase overall brand engagement. By introducing added value beyond the core service, providers aim to tap into emotional and economic motivators that influence buying behavior (Ikechukwu, 2022).<br> The shift toward sales promotion has been particularly noticeable in rural areas where purchasing decisions are more heavily influenced by economic constraints and perceived value. In these communities, telecom subscribers are more likely to respond to visible, short-term benefits such as extra airtime or data gifts. Limited disposable income, irregular earning patterns, and fewer entertainment options make promotional incentives particularly appealing. This environment creates fertile ground for providers like Glo to adopt aggressive promotional strategies tailored specifically to rural consumers (Abdullahi, 2023).<br> Glo, a major player in Nigeria’s telecom sector, has implemented numerous sales promotional campaigns targeted at the rural segment. These include bonus recharge offers, weekend data packages, loyalty-based promos, and community raffle events. The rationale is that promotional activities can not only drive subscription growth but also retain existing customers through continuous engagement. In addition, promotions serve as tools to stimulate dormant users and encourage higher service usage, particularly in locations where network infrastructure is often less advanced (Adebayo, 2024).<br> Consumer buying behavior in rural areas is shaped by unique factors, including trust in word-of-mouth communication, strong reliance on tangible value, and sensitivity to cost fluctuations. Promotional offers that present immediate benefits often trigger behavioral changes, such as switching from one provider to another or increasing usage patterns. In many cases, rural consumers make brand choices based on recent promotional experiences rather than long-term brand perceptions. For Glo and similar providers, this makes sales promotion not only a marketing tool but also a behavioral driver (Olatunji, 2023). Despite the extensive use of promotional strategies in rural communication markets, questions remain about their actual effectiveness and sustainability. There is limited empirical data on how these strategies influence long-term consumer loyalty, satisfaction, or consistent usage. While promotions can lead to a spike in customer acquisition, they may not always result in sustained patronage.<br> This research, therefore, aims to examine the impact of Glo’s sales promotions on consumer buying behavior in rural areas, providing insights into whether such strategies truly influence decision-making or merely generate temporary responses.<br> 1.2 Statement of the Problem<br> The telecommunications industry in Nigeria has witnessed intense competition among service providers, leading to a surge in the use of sales promotion as a marketing strategy. While these promotional activities are widely implemented, their effectiveness in influencing consumer buying behavior, especially in rural areas, remains uncertain. Telecommunication companies invest heavily in airtime bonuses, free data offers, loyalty schemes, and other forms of incentives, yet the expected outcomes in terms of customer acquisition, retention, and increased service usage are not always achieved. This raises concerns about whether these strategies are aligned with the specific needs and behaviors of rural consumers.<br> In rural communities, consumer behavior is shaped by factors such as limited income, low digital literacy, and restricted access to consistent network services. These factors influence how consumers perceive and respond to sales promotions. There is a tendency for consumers to prioritize immediate value over long-term brand engagement. As such, while promotions may lead to short-term subscription spikes, they may not necessarily foster brand loyalty or influence sustained usage of communication services. The inability of network providers to fully understand and tailor their promotions to these rural dynamics could result in inefficient allocation of marketing resources.<br> Furthermore, there is often a mismatch between the promotional messages and the actual value delivered to consumers. Rural subscribers may be attracted to a promotion due to perceived benefits, only to later realize that the offer does not meet their practical communication needs. This can lead to dissatisfaction, brand switching, or complete disengagement from the service. Additionally, inadequate communication and promotion through inaccessible channels in rural areas often mean that many potential beneficiaries remain unaware of existing offers, thus limiting the impact of the promotions.<br> Despite the strategic importance of rural markets in the growth plans of telecom providers like Glo, there is a lack of focused research on how sales promotions influence consumer decisions in these areas. Most existing studies tend to concentrate on urban markets, ignoring the distinct socio-economic and behavioral characteristics of rural consumers. As a result, companies continue to roll out promotions without empirical evidence of their impact or effectiveness. <br> 1.3 Objective of the Study<br> The general objective of this study is to examine the impact of sales promotion on consumer buying behavior in rural areas, with specific reference to Glo network services.<br> The specific objectives include:<br> 1. To assess how airtime bonuses influence consumer buying behavior towards rural area GLO network service.<br> 2. To examine the impact of free data offers on consumer buying behavior towards rural area GLO network service.<br> 3. To evaluate the contribution of loyalty schemes on consumer buying behavior towards rural area GLO network service.<br> 4. To determine how raffle-draws encourage consumer buying behavior towards rural area GLO network service.<br> 1.4 Research Questions<br> 1. To what extent does airtime bonuses influence consumer buying behavior towards Glo network services in rural areas?<br> 2. What is the impact of free data offers on consumer buying behavior towards Glo network services in rural areas?<br> 3. How does loyalty schemes contribute to consumer buying behavior towards Glo network services in rural areas?<br> 4. In what ways do raffle draws encourage consumer buying behavior towards Glo network services in rural areas?<br> 1.5 Research Hypotheses<br> HO1: There is no significant relationship between airtime bonuses and consumer buying behavior towards Glo network services in rural areas.<br> HI1: There is a significant relationship between airtime bonuses and consumer buying behavior towards Glo network services in rural areas.<br> HO2: Free data offers have no significant impact on consumer buying behavior towards Glo network services in rural areas.<br> HI2: Free data offers have a significant impact on consumer buying behavior towards Glo network services in rural areas.<br> HO3: There is no significant relationship between loyalty schemes and consumer buying behavior towards Glo network services in rural areas.<br> HI3: There is a significant relationship between loyalty schemes and consumer buying behavior towards Glo network services in rural areas.<br> HO4: Raffle draws do not significantly encourage consumer buying behavior towards Glo network services in rural areas.<br> HI4: Raffle draws significantly encourage consumer buying behavior towards Glo network services in rural areas.<br> 1.6 Scope of the Study<br> This study focuses on assessing the impact of sales promotion on consumer buying behavior towards Glo network services in rural areas. It is specifically limited to selected rural communities where Glo operates within Nigeria. The study examines different components of sales promotion such as airtime bonuses, free data offers, loyalty schemes, and raffle draws, and how these influence consumers’ decisions to subscribe, stay loyal, or switch to Glo services.<br> The research targets individuals residing in rural areas who are existing or potential users of Glo communication services. It does not cover urban or semi-urban populations, as the aim is to understand the unique responses and behavioral patterns of rural consumers. The data collection is restricted to a sample drawn from these rural communities, ensuring the findings reflect rural market realities rather than generalizing across all consumer groups.<br> In terms of content, the study is limited to analyzing sales promotional strategies initiated by Glo and their direct influence on consumer buying behavior. Other marketing mix elements such as pricing, distribution, or product quality are excluded from the study’s scope. Additionally, while the study captures behavioral responses like subscription, usage, loyalty, and switching, it does not measure the financial impact or profitability of the promotions on Glo’s operations.<br> 1.7 Significance of the Study<br> This study is significant as it provides valuable insights into how sales promotion influences consumer buying behavior in rural areas, with a focus on Glo network services. The findings will be beneficial to the following groups:<br> 1. Telecommunication Companies: The study will help Glo and other telecom providers understand the effectiveness of their promotional strategies in rural markets. It will guide them in designing and implementing more targeted and impactful campaigns that align with rural consumers' preferences and needs.<br> 2. Marketing Professionals: Marketers and brand managers will gain practical knowledge on how different sales promotion tools affect consumer behavior. This can assist them in making informed decisions when planning promotional campaigns for rural markets.<br> 3. Consumers: Rural consumers will indirectly benefit as telecom companies improve the relevance and value of their promotions. Better-tailored promotions will enhance user satisfaction and service accessibility for rural subscribers.<br> 4. Policy Makers: Government agencies and regulators in the communication sector may use the findings to encourage inclusive marketing practices that address the needs of underserved rural communities.<br> 5. Researchers and Academics: The study adds to the body of knowledge on sales promotion and consumer behavior in developing economies. It will serve as a reference point for future research on rural marketing and telecommunications.<br> 1.8 Organization of the Study<br> This research, which examines the impact of sales promotion on consumer buying behavior towards Glo network services in rural areas, is organized into five chapters.<br> Chapter one provides an background of the study, including the independent and dependent variables, the statement of the problem, objectives, research questions, hypotheses, scope, significance of the study, and organization of the study. It also includes a definition of key terms and a brief history of the study.<br> Chapter two presents a review of relevant literature, which is categorized into the conceptual framework and empirical review, and theoretical framework.<br> Chapter three captured the methodology, that consisted of research design, selection of data, collection of data, population of data, sample size determination, research sampling design, validity of instrument, reliability if instrument, and data analysis techniques.<br> Chapter four focuses on the presentation and analysis of data collected during the study. This chapter provides insights into the findings and their implications for customer loyalty and online promotion strategies.<br> Chapter five centers on the summary of major findings, conclusion, recommendations, contribution to knowledge, limitations of the study and suggestions for further studies.<br> 1.9 Definition of Terms<br> 1. Sales Promotion: A marketing strategy that involves short-term incentives such as discounts, bonuses, or giveaways to encourage the purchase or use of a product or service.<br> 2. Consumer Buying Behavior: The actions and decision-making processes of individuals in selecting, purchasing, using, and disposing of goods or services.<br> 3. Airtime Bonus: Extra call credit given to subscribers, usually as a reward for recharging or using a specific service within a set period.<br> 4. Free Data Offer: An incentive where consumers receive additional internet data without extra payment, often as part of a promotional package.<br> 5. Loyalty Scheme: A promotional program designed to reward repeat customers for their continued use of a company’s products or services.<br> 6. Raffle Draw: A type of promotional activity where participants have a chance to win prizes based on a random draw, often linked to service usage or subscription.<br> 7. Glo Network: A telecommunications service provider in Nigeria offering mobile communication services such as voice, data, and SMS.<br> 8. Rural Area: A geographic location characterized by low population density, limited infrastructure, and reduced access to modern amenities compared to urban centers.<br> 9. Brand Switching: The act of a consumer changing from one service provider or brand to another due to factors like dissatisfaction, better offers, or promotions.<br> 1.9.1 Brief History of Rural Area Glo Network Service<br> Globacom Limited, commonly known as Glo, is a Nigerian telecommunications company founded in 2003 by Mike Adenuga. Since its inception, Glo has aimed to provide affordable and innovative telecom solutions to Nigerians. It entered the market with groundbreaking offers such as the Per Second Billing system, which quickly attracted a large customer base. From the start, Glo positioned itself as a people-oriented brand, targeting both urban and rural users by promising value, affordability, and nationwide connectivity.<br> Recognizing the developmental gaps in rural areas, Glo gradually expanded its infrastructure beyond major cities into smaller towns and remote villages. This expansion was driven by the growing need for digital inclusion across Nigeria. Glo launched several initiatives aimed at rural connectivity, including the establishment of base stations in underserved areas, offering localized customer service, and introducing network boosters to improve signal strength in remote environments. These efforts allowed rural residents to access voice, data, and SMS services that were previously limited or unavailable.<br> Over the years, Glo’s rural network service has been supported by strategic investments in fiber-optic infrastructure and partnerships aimed at reducing digital exclusion. The company introduced community-based marketing efforts and customer acquisition campaigns specifically designed for rural consumers. These included door-to-door promotions, local retail partnerships, and vernacular advertisements to resonate with the lifestyle and language of rural populations. Glo also trained rural-based agents to serve as points of sale and customer support.<br> In addition to expanding its reach, Glo introduced several sales promotions tailored to rural markets. These included bonus airtime for every recharge, free data bundles on SIM activation, and raffle draws that offered items like motorcycles, farm tools, and household appliances. These promotions helped to deepen consumer engagement in areas where income levels are generally low and value-for-money expectations are high. The company’s ability to understand and address rural consumer behavior has played a significant role in its acceptance across diverse communities.<br> Today, Glo continues to maintain a strong presence in Nigeria’s rural telecom market. Despite facing competition from other major players, Glo has remained relevant through continuous innovation, affordability, and rural-focused campaigns. Its rural network services are a critical part of its broader mission to bridge the digital divide and ensure that all Nigerians, regardless of location, have access to reliable and affordable communication services.<br> <br> CHAPTER TWO<br> REVIEW OF RELATED LITERATURE<br> 2.1 Conceptual Review<br> 2.1.1 Sales Promotion<br> Sales promotion is a marketing strategy that involves short-term incentives designed to stimulate immediate consumer interest, trial, or purchase of a product or service. It plays a vital role in competitive markets where companies seek to increase visibility and influence buyer decisions quickly. In the telecommunications industry, sales promotion has become a crucial tool for encouraging consumers to switch networks, increase usage, or remain loyal to a brand. The promotional tools used may include free airtime, data bonuses, raffle entries, discounted packages, and loyalty rewards (Adebayo, 2023).<br> Sales promotions are especially impactful in markets where consumers are price-sensitive or where services are largely undifferentiated. In such environments, value-added offers serve as a decisive factor in consumer choice. In Nigeria’s telecom sector, where multiple providers offer similar services, promotional strategies serve to distinguish one brand from another. These tactics are commonly deployed in rural areas to attract and retain subscribers who may otherwise lack the incentive to remain with a particular network (Iheanacho, 2022).<br> The effectiveness of sales promotion depends largely on its relevance, clarity, and perceived benefit to the consumer. For rural populations, this means that promotions must be simple to understand and deliver immediate, tangible value. Telecom companies like Glo leverage this by offering airtime bonuses on recharge, free data on activation, and raffle-based promotions with prizes that resonate with rural lifestyles. When executed properly, these promotional activities influence consumer buying behavior by increasing interest, engagement, and loyalty (Okonkwo, 2023).<br> Sales promotions are not only tools for driving short-term results but also for building long-term customer relationships when used strategically. However, over-reliance on these tactics without consistent service quality may reduce their long-term impact. As competition in the telecom industry continues to grow, especially in underserved rural areas, sales promotion remains a powerful mechanism to attract and retain consumersprovided it is aligned with their economic realities and expectations (Umar, 2024).<br> 2.1.1.1 Influence of Airtime Bonuses Approach to Consumer Buying Behavior<br> Airtime bonuses are among the most common promotional tools used by telecommunication companies to influence consumer buying behavior, especially in price-sensitive and underserved markets. These bonuses are typically offered as extra call credit upon recharge, designed to incentivize immediate purchases and increase service usage. In rural areas, where income is often unstable, such bonuses are perceived as added value, prompting consumers to prefer networks that provide the most for their money (Bello, 2022). This approach not only attracts new subscribers but also encourages existing customers to recharge more frequently.<br> The attractiveness of airtime bonuses lies in their immediacy and utility. Consumers are more likely to respond to promotions that offer instant benefits rather than those with delayed rewards. In the context of rural Nigeria, airtime bonuses have proven effective in driving higher recharge rates and increasing customer satisfaction. This is particularly important where mobile communication is essential for social and economic interactions, and users seek affordable ways to stay connected (Eze, 2021).<br> Furthermore, airtime bonuses have been shown to influence brand switching behavior. Consumers often migrate from one network provider to another based on which offers better recharge benefits. For network providers like Glo, this implies that consistent and attractive airtime bonus campaigns can serve as both a customer acquisition and retention strategy. Such behavior illustrates the power of short-term financial incentives in shaping consumer preferences, especially in rural segments with limited discretionary income (Nwafor, 2023).<br> However, the influence of airtime bonuses may diminish if not supported by reliable service quality. While bonuses may initially attract consumers, continued usage depends on overall satisfaction with network performance. Therefore, to maximize the impact of airtime promotions on consumer buying behavior, telecom providers must ensure that incentives are paired with consistent service delivery and accessible customer support, particularly in rural regions (Chukwu, 2022).<br> 2.1.1.2 Free Data Offers and Their Effect on Consumer Buying Behavior<br> Free data offers are a widely used sales promotion strategy in the telecommunications industry, particularly in markets where internet access is limited by cost. These offers typically grant consumers bonus data upon SIM activation, data plan subscription, or meeting specific usage conditions. In rural areas, where affordability remains a barrier to internet adoption, free data promotions provide a compelling reason for consumers to adopt or remain with a service provider (Onyema, 2023). By reducing the cost of accessing mobile data, telecom companies create value that directly influences purchasing decisions.<br> The appeal of free data offers lies in their ability to increase service usage while building customer loyalty. Consumers are more likely to explore digital services such as social media, messaging apps, and mobile browsing when they receive data without additional financial burden. This experience increases satisfaction and encourages repeat usage, especially when users associate the benefit with a particular network provider (Ishola, 2022). For Glo, leveraging free data as a reward has proven effective in expanding its customer base in data-sensitive rural markets.<br> In addition to encouraging initial adoption, free data offers also drive behavioral changes, such as increased recharge frequency and longer customer lifecycles. Consumers who benefit from consistent data promotions are less likely to switch providers, as they develop positive perceptions of the brand. This behavioral shift is particularly evident in rural regions where customers are highly responsive to offers that enhance affordability and digital access (Mba, 2021).<br> However, the sustainability of this promotional approach depends on the perceived fairness and consistency of the offer. If consumers feel that the promised data is limited, inaccessible, or attached to unclear conditions, trust in the brand may decline. To ensure continued influence on buying behavior, free data promotions must be transparent, regularly updated, and matched with reliable data speed and network coverage (Akinlade, 2023).<br> 2.1.1.3 Loyalty Schemes and Their Role in Shaping Consumer Buying Behavior<br> Loyalty schemes are structured marketing efforts designed to reward repeat customers for their continued patronage and engagement with a brand. In the telecom industry, these schemes often involve points-based systems, exclusive bonuses, or periodic rewards given to subscribers based on their recharge history or length of service. In rural areas, loyalty programs help strengthen the relationship between service providers and consumers by creating a sense of appreciation and exclusivity (Okorie, 2022). This perceived value encourages consistent service use and reduces the likelihood of switching to competing networks.<br> For telecom brands like Glo, loyalty schemes serve as a tool to promote long-term engagement. By offering benefits such as monthly data gifts, airtime top-ups, or access to special promo codes, customers feel incentivized to remain with the network. This emotional connection to the brand reinforces repeat purchasing behavior and can even turn passive users into active brand advocates within rural communities (Nwachukwu, 2021). These schemes are especially effective where consumers rely on peer recommendations and community-level feedback when making purchasing decisions.<br> The effectiveness of loyalty schemes depends heavily on transparency, accessibility, and perceived fairness. Rural subscribers are more responsive when the criteria for earning rewards are clearly communicated and the benefits are delivered without delay or complexity. If the rewards align with their communication needssuch as more data, airtime, or service discountsusers are more likely to increase their loyalty and overall usage (Ebenyi, 2022). This behavior not only boosts service consumption but also improves brand retention in competitive rural markets.<br> However, loyalty schemes may lose impact if not supported by quality service and reliable network infrastructure. While rewards may draw attention, continued satisfaction depends on how well the provider meets daily communication needs. As such, for loyalty programs to shape buying behavior effectively, they must be part of a broader strategy that ensures consistent user experience alongside promotional benefits (Adanma, 2023).<br> 2.1.1.4 Raffle Draws as a Promotional Tool for Influencing Consumer Buying Behavior<br> Raffle draws are promotional activities that offer consumers the chance to win prizes based on their participation in specific actions, such as recharging airtime, buying a SIM card, or subscribing to a service plan. In rural areas, where traditional advertising may have limited reach, raffle draws serve as a highly engaging strategy to attract attention and drive consumer action. The excitement and anticipation associated with the possibility of winning a prize often influence consumers to choose a particular telecom provider over others (Ikenna, 2023).<br> Telecom companies like Glo use raffle draws not only to reward customers but also to create awareness and strengthen brand visibility in rural markets. By offering prizes such as motorcycles, food items, farming tools, or cash, these draws align with the lifestyle and needs of rural consumers. This relevance increases the perceived value of participating and can lead to a spike in recharge frequency, SIM card purchases, and network switching behaviors (Chinwe, 2022). Raffle draws thus serve as both a short-term motivator and a long-term branding tool.<br> The success of a raffle draw in influencing consumer buying behavior depends on the credibility of the campaign and the attractiveness of the prizes. If consumers perceive the draw as fair, transparent, and reachable, they are more likely to engage with the brand and repeat the qualifying behavior. This not only improves immediate service usage but also fosters trust in the brand, which is crucial in word-of-mouth-driven rural markets (Iroha, 2021).<br> However, the impact of raffle draws can diminish if customers feel the chances of winning are too low or if winners are not publicly announced. To maintain consumer interest and participation, telecom providers must ensure clear communication, visible winner validation, and community-level engagement. When done right, raffle draws become a powerful promotional tool that enhances buying behavior and deepens brand loyalty in rural communication markets (Okezie, 2023).<br> 2.1.2 Consumer Buying Behavior<br> Consumer buying behavior refers to the decision-making processes and actions of individuals when selecting, purchasing, using, and disposing of products or services. It is influenced by a range of internal and external factors such as personal preferences, income levels, cultural background, marketing strategies, and perceived value. In the context of telecommunications, especially in rural areas, consumer behavior is shaped largely by affordability, accessibility, word-of-mouth communication, and the perceived benefits of the services offered (Kelechi, 2023). Understanding this behavior is crucial for service providers seeking to tailor their offerings to meet the specific needs of rural users.<br> In rural regions, consumers tend to make purchase decisions based on immediate value and practicality rather than brand prestige or technological advancement. Promotions such as airtime bonuses, free data, or raffle draws serve as behavioral triggers that influence both the initial and repeated choice of a telecom provider. Because rural consumers often operate within tight financial constraints, buying decisions are made with a strong focus on cost-benefit considerations and tangible rewards (Nnamdi, 2022). As a result, short-term promotions can have a disproportionately large impact on behavior in these communities.<br> Behavioral patterns such as brand switching, service loyalty, and usage frequency are closely tied to the perceived fairness and relevance of the telecom provider’s offerings. For example, a consumer may remain loyal to a network that consistently provides recharge bonuses or data incentives, even in the presence of occasional service interruptions. Likewise, dissatisfaction with promotional clarity or network reliability can cause immediate switching, especially when competing networks offer more appealing alternatives (Zainab, 2021). Thus, consumer buying behavior in rural areas is highly responsive to promotional strategies and service performance.<br> To effectively influence consumer buying behavior, telecom companies must adopt marketing strategies that reflect the values, lifestyles, and expectations of rural users. Promotional activities should be simple, accessible, and clearly communicated through locally relevant channels. By aligning offers with consumer behavior patterns, providers like Glo can build trust, encourage sustained service usage, and reduce customer churn in rural markets (Abiola, 2023).<br> 2.1.3 Communication Services in Rural Areas<br> Communication services in rural areas refer to the provision of telecommunication solutions such as voice calls, SMS, and internet connectivity to populations living in less urbanized, often underserved regions. These services are critical for enhancing access to information, enabling social interaction, supporting agricultural and small business activities, and improving overall quality of life. However, rural areas are often characterized by poor infrastructure, low digital literacy, and limited income levels, which pose significant challenges to both service delivery and adoption (Yahaya, 2023).<br> In response to these challenges, telecommunication companies like Glo have made targeted efforts to expand network coverage and tailor services to the needs of rural users. This includes setting up base transceiver stations in remote areas, offering low-cost data plans, and providing promotional packages that align with the economic realities of rural consumers. Effective communication services in these areas are not just about connectivity but also about accessibility, affordability, and reliability, all of which shape consumer willingness to adopt and continuously use telecom services (Uzor, 2022).<br> Despite the efforts made, rural consumers often face limitations such as unstable signals, slower internet speeds, and a lack of information about available services or promotions. These factors affect the perceived value and satisfaction derived from communication services. As a result, many rural users are highly sensitive to service quality and promotional incentives, which significantly influence their choice of network provider and frequency of service usage (Nwachinemere, 2023). Consequently, providers must prioritize user-centric promotional strategies that deliver both value and trust.<br> Sales promotions in rural communication services act as a bridge to overcome economic and awareness barriers. Incentives such as free data, airtime bonuses, or participation in community raffle draws encourage service trial, increase engagement, and improve customer loyalty. For service providers to remain competitive in rural markets, they must offer not only coverage but also tailored solutions that resonate with the needs and behaviors of the rural population (Oladimeji, 2023).<br> 2.1.4 Role of Sales Promotion in Telecommunications<br> Sales promotion plays a strategic role in the telecommunications industry by driving consumer engagement, influencing purchase decisions, and enhancing brand visibility in competitive markets. Unlike traditional advertising, sales promotion offers immediate and tangible benefits that appeal to consumers' desire for value. In telecom, this often takes the form of airtime bonuses, discounted call rates, data giveaways, loyalty rewards, and raffle draws. These incentives are designed to encourage consumers to choose a specific network, increase their usage, or remain loyal over time (Lawal, 2022).<br> In rural telecommunications markets, where purchasing power is often limited, sales promotion becomes even more crucial. Consumers in these areas tend to prioritize offers that provide immediate savings or additional value for their money. As such, telecom providers use promotions as a way to break price resistance and create emotional and financial motivation for adopting or sticking with a particular service. Promotions help reduce perceived risk, especially for first-time users, by offering low-commitment access to services like mobile internet or call packages (Ifeanyi, 2021).<br> Sales promotion also plays a vital role in encouraging product trial and increasing customer retention. For instance, a new data plan bundled with a free bonus can introduce rural consumers to digital services they may have never used before, fostering familiarity and dependence on the service. Additionally, loyalty-based promotions help reduce customer churn by rewarding users for staying connected to the same provider. These strategies help telecom brands like Glo build lasting relationships with customers in areas where brand switching is common due to cost sensitivity (Bamidele, 2023).<br> Furthermore, well-executed sales promotions contribute to market differentiation, especially in an industry where service offerings are largely similar. When several telecom companies provide the same network coverage or tariff rates, promotional strategies become the defining factor for consumer choice. By designing promotions that are culturally relevant and locally targeted, telecom providers can stand out in rural markets and gain a stronger foothold in consumer preference (Chidera, 2023).<br> 2.1.5 Importance of Promotional Communication in Rural Areas<br> Promotional communication is essential in rural areas as it helps bridge the information gap between telecom service providers and potential consumers. In many rural communities, limited access to formal advertising channels and lower literacy levels make it difficult for consumers to stay informed about available services or offers. Promotional communication, when effectively localized and simplified, serves as a tool to raise awareness, educate consumers, and stimulate interest in telecom services such as voice calls, mobile data, and digital platforms (Okafor, 2023).<br> In rural settings, promotional communication is not just about marketingit is also a form of engagement that builds trust and credibility. Telecom providers that actively promote their offers through community channels, local influencers, or mobile agents are more likely to gain consumer attention and loyalty. Since rural customers are often cautious with spending, promotions that are well communicated help them understand the value they will receive, leading to more confident and informed buying decisions (Umeh, 2022).<br> Moreover, the importance of promotional communication in rural areas lies in its ability to influence behavioral change. Through continuous and clear messaging, telecom companies can shift consumer attitudes, encourage the adoption of new services, and increase the frequency of usage. For example, a clearly communicated airtime bonus campaign may lead to more frequent recharges, while detailed explanations of loyalty programs may improve customer retention (Gyang, 2021). This is especially critical in regions where consumers heavily rely on word-of-mouth and shared experiences.<br> Finally, promotional communication supports rural inclusion in the digital economy by making telecom services more approachable and desirable. When consumers understand the benefits and mechanics of sales promotions, they are more likely to engage with products and services that enhance their livelihoods, from mobile banking to agricultural updates via SMS. Therefore, investing in culturally appropriate and consistent promotional communication is key to expanding telecom service usage and improving consumer satisfaction in rural areas (Abubakar, 2023).<br> 2.1.6 Challenges in Applying Sales Promotion in Rural Areas<br> Sales promotion in rural areas presents unique challenges that often limit the effectiveness of promotional strategies used by telecommunication companies. While rural markets offer a large and untapped customer base, they are also defined by infrastructural limitations, low digital literacy, economic constraints, and trust issues. These realities require that promotions not only be well-targeted but also adapted to local contexts. Failing to consider these conditions can lead to wasted resources, low consumer response, and poor return on promotional investments (Nnamani, 2022). Below are key challenges faced in applying sales promotion in rural environments.<br>  Inadequate Infrastructure: Poor infrastructure remains a major obstacle to effective sales promotion in rural areas. Many communities suffer from unreliable power supply, poor road networks, and insufficient mobile network coverage. This lack of foundational support hampers both the delivery of promotional messages and the ability of consumers to access the services being promoted. For instance, a consumer may receive a promotion for bonus data but be unable to use it due to weak or no signal in their locality (Igbokwe, 2021).Additionally, the limited presence of telecom infrastructure makes it difficult for companies to establish a consistent promotional presence. In the absence of physical outlets, agents, or customer service centers, many rural users cannot redeem promotional benefits or resolve related complaints. This often leads to frustration and a lack of trust in the promotional offers, which reduces consumer engagement and negatively affects brand perception (Adebiyi, 2023).<br>  Low Literacy and Awareness Levels: The effectiveness of any promotional campaign depends on how well the target audience understands the message. In rural areas, low literacy levels can make it difficult for consumers to comprehend promotional terms and conditions. Many users may not understand how to qualify for offers, how to redeem bonuses, or what restrictions apply, which discourages participation and limits the impact of the promotion (Obinna, 2023).Furthermore, limited exposure to digital or mass communication channels restricts the reach of promotional messages. Without access to the internet, radio, or television, rural consumers may remain unaware of ongoing offers. Telecom companies are therefore forced to rely heavily on word-of-mouth, local events, or field agents, which increases marketing costs and reduces consistency in message delivery (Yusuf, 2022).<br>  Economic Constraints: Another major challenge is the financial limitations of rural consumers. Most individuals in these areas earn low and irregular incomes, making them highly sensitive to cost. Even when promotions offer value, the initial financial outlaysuch as buying airtime or data to qualifymay be unaffordable for many rural residents. This makes it difficult to achieve high participation rates in sales campaigns (Chidubem, 2022).Moreover, when consumers perceive that a promotion requires repeated spending before any meaningful reward is realized, they may quickly lose interest. Telecom companies must therefore strike a delicate balance between profitability and affordability to avoid alienating this price-conscious segment. If the promotions are seen as a burden rather than a benefit, they will not influence buying behavior as intended (Olorunfemi, 2023).<br>  Lack of Trust in Promotional Offers: Trust is a critical factor influencing how rural consumers respond to sales promotion. Many rural residents are skeptical of promotional campaigns due to past experiences with misleading offers or unfulfilled promises. When offers are unclear or the rewards appear unrealistic, consumers may dismiss the promotions altogether, believing them to be scams (Ikenna, 2023).This trust deficit is worsened by poor follow-through on prize deliveries or lack of transparency in raffle draws and reward schemes. If winners are not publicly announced or if customers experience difficulties in redeeming their bonuses, credibility is lost. To counter this, telecom companies must ensure that promotions are straightforward, rewards are tangible, and beneficiaries are visibly rewarded within the community (Agu, 2022).<br>  Limited Localized Strategies: Many telecom providers use generic sales promotion strategies that are not tailored to the unique needs and preferences of rural markets. This one-size-fits-all approach often fails because it ignores cultural differences, language barriers, and the daily realities of rural life. For instance, offering streaming data promotions in an area where smartphones are scarce does little to influence behavior (Oche, 2023).To effectively penetrate rural markets, sales promotions must reflect local consumer behavior, seasonal patterns, and preferred communication methods. Campaigns that integrate local festivals, use local dialects, or offer context-relevant prizessuch as farm tools or household itemsare more likely to gain traction. Failure to localize strategy often results in wasted marketing efforts and limited consumer response (Nwokocha, 2022).<br> 2.2 Empirical Review<br> Umeh (2022) investigated the impact of telecom promotions on consumer loyalty in selected rural communities in Enugu State, Nigeria. The study targeted active mobile subscribers in the areas of Udi, Nsukka, and Awgu. A sample size of 250 respondents was selected through stratified random sampling, ensuring representation across different age groups and occupations. The study adopted a descriptive survey design using structured questionnaires to gather data on the frequency of telecom service usage and responsiveness to various promotional offers.The research focused specifically on the influence of airtime bonuses and weekend data packages offered by telecom operators like Glo. Respondents were asked to rate their satisfaction levels and indicate how promotions affected their decisions to recharge, continue using a network, or recommend it to others. The findings showed a strong positive correlation between consistent promotional offerings and increased loyalty, particularly among low-income earners who viewed the bonuses as a form of cost reduction on communication services.The study concluded that regular and predictable promotional activities helped boost consumer engagement and loyalty in rural telecom markets. Umeh emphasized that telecom providers must prioritize local relevance and consistent reward structures to strengthen customer retention in underserved areas. The research highlighted how targeted promotions could transform passive users into active brand advocates in rural communities.<br> Adeyemi (2023) explored the effect of loyalty schemes on rural mobile users in Kwara State, with a particular focus on Oke-Oyi, Patigi, and Share communities. The study used a purposive sampling technique to select 180 active mobile users who had participated in one or more loyalty programs offered by telecom providers. A mixed-method approach was adopted, combining survey questionnaires with focus group discussions to obtain a deeper understanding of consumer experiences and perceptions.Respondents were asked about their awareness of loyalty programs, how often they received bonuses or rewards, and whether such programs influenced their decision to remain with a service provider. The study found that loyalty schemesparticularly those involving cumulative points, special recharge gifts, and recognition messagesplayed a key role in enhancing user satisfaction and discouraging provider switching. Most respondents indicated they felt acknowledged and valued, which deepened their emotional attachment to the brand.The research concluded that non-monetary rewards, when delivered consistently and clearly explained, were just as effective as cash-based promotions in building long-term consumer loyalty in rural areas. Adeyemi recommended that telecom companies integrate feedback loops and personalized communication to improve program performance. The study affirmed that strategic loyalty schemes are critical for sustaining brand preference in economically sensitive rural markets.<br> Hassan (2021) conducted a study on the influence of raffle promotions by network providers in rural parts of northern Nigeria, specifically targeting communities in Katsina and Zamfara States. The research employed a cross-sectional survey design with a sample size of 300 respondents selected through multistage sampling. The instrument used for data collection was a structured questionnaire supported by in-depth interviews with local telecom agents and customers who had participated in network-sponsored raffle events.The study investigated consumer responses to various raffle draws, including those promising prizes such as motorcycles, food supplies, farming tools, and cash. Respondents were asked to share their participation experience, perceptions of fairness, and whether the promotions influenced their brand choice or loyalty. The findings showed that while raffle promotions attracted significant attention, consumers were primarily motivated by tangible and practical rewards. Many expressed skepticism toward prize credibility but admitted that visible reward deliveries within the community improved their trust in the brand.Hassan concluded that raffle promotions could drive short-term engagement and consumer excitement but only translated to long-term loyalty when winners were transparently rewarded and prizes were seen as valuable within the rural context. The study recommended that telecom providers invest in localized promotional strategies and work closely with community leaders to enhance credibility and outreach. It emphasized the need for telecoms to move beyond flashy campaigns to more inclusive and transparent promotional executions.<br> 2.3 Theoretical framework<br> Two major theories underpin this study: Theory of Reasoned Action (TRA), Stimulus-Response Theory.<br> Theory of Reasoned Action (TRA)<br> The Theory of Reasoned Action (TRA), developed by Martin Fishbein and IcekAjzen in 1975, posits that an individual's behavioral intention is the most immediate determinant of their actual behavior. This intention is shaped by two key factors: the individual's attitude toward the behavior and the subjective norms surrounding it. Attitudes refer to a person’s positive or negative evaluation of performing a particular action, while subjective norms represent the perceived social pressure to perform or avoid the behavior. The theory assumes that individuals are rational decision-makers who systematically use available information to make logical choices.<br> In the context of this study, TRA is relevant because it helps explain why rural consumers choose to respond (or not respond) to sales promotions from Glo. If users believe that participating in promotional activities such as airtime bonuses, loyalty schemes, or raffle draws will lead to personal benefits like cost savings or social recognition, they are more likely to intend to engage in that behavior. Furthermore, if people around them friends, family, or community members view participation positively, it reinforces their intention. Thus, both personal beliefs and social expectations play a significant role in shaping rural consumer responses to telecom sales promotions.<br> The application of TRA in this research lies in its ability to connect consumer perceptions with actual promotional outcomes. Telecom providers like Glo can use this theory to design more targeted and socially appealing promotions that align with rural consumers’ values and beliefs. By shaping positive attitudes and leveraging subjective norms through localized campaigns and community influence, companies can influence buying intentions more effectively. The theory assumes that when promotions align with what consumers believe is beneficial and acceptable, the likelihood of converting intention into actual usage increases.<br> Stimulus-Response Theory<br> The Stimulus-Response Theory, rooted in behavioral psychology and credited to John B. Watson (1913), explains that human behavior is a direct reaction to external stimuli. In marketing, this theory is widely used to understand how consumers react to different marketing cues such as advertisements, discounts, or promotional offers. The basic assumption is that if a stimulus is strong, appealing, and relevant, it will generate a predictable consumer response such as attention, interest, or purchase. The theory ignores internal cognitive processes and focuses on observable behaviors as outcomes of external influences.<br> This theory applies directly to the rural telecommunications sector, where promotional campaigns serve as stimuli aimed at eliciting a buying response. When Glo offers free data, airtime bonuses, or enters users into a raffle draw for recharging, these actions act as stimuli that can prompt immediate behavioral reactions such as increased recharge frequency, brand switching, or deeper engagement with the service. The simplicity of this model makes it ideal for understanding the direct and often emotional responses of consumers in rural areas who may be less influenced by complex brand narratives but highly responsive to tangible rewards.<br> In this study, the Stimulus-Response Theory provides a useful framework for analyzing how rural consumers in Nigeria behave when exposed to Glo’s promotional activities. It highlights the importance of designing strong, clear, and relevant promotional stimuli that can drive desired responses. The assumption here is that consumers are predictable and their behaviors can be influenced by repeated exposure to well-structured sales promotions. For Glo, applying this theory means continuously offering visible and immediate rewards that resonate with the everyday needs and motivations of rural users.<br> <br> <br> CHAPTER THREE<br> METHODOLOGY<br> 3.1 Research Design<br> This study employed a descriptive survey research design to explore the impact of sales promotion on consumer buying behavior in rural areas using the Glo network service as a focus. The choice of a descriptive survey is appropriate because it allows for a detailed, structured examination of consumer responses and patterns in a natural setting. It enables the researcher to gather first-hand, quantifiable data from a selected rural population, helping to determine the relationship between specific promotional tools such as airtime bonuses, free data offers, loyalty schemes, and raffle draws and consumer purchase decisions. This design is particularly useful for identifying behavioral trends and evaluating how these promotional strategies influence the adoption, retention, and continued usage of Glo communication services in rural communities.<br> 3.2 Selection of Data<br> The study utilized both primary and secondary sources of data to ensure a comprehensive understanding of the research problem. Primary data were collected through the distribution of structured questionnaires to Glo network users residing in selected rural areas. These questionnaires focused on capturing consumer experiences and reactions to various sales promotion strategies employed by the network provider. Information gathered included recharge habits, response to offers, and overall influence of promotions on their buying behavior.<br> Secondary data were derived from scholarly journals, industry reports, published theses, and documented research on sales promotion, consumer behavior, and rural telecommunications. These materials provided contextual background and theoretical insights, supporting the analysis and interpretation of the primary data. The combination of both data types helped ensure validity and depth in the study's findings.<br> 3.3 Collection of Data<br> Multiple methods were used to gather data for this study, including the administration of questionnaires and brief interviews. The structured questionnaire was designed with close-ended questions using a 5-point Likert scale to capture rural consumers' opinions and behaviors toward Glo’s sales promotions. It was distributed digitally to selected sample of rural Glo users across targeted communities to ensure representativeness.<br> 3.4 Population of the Study<br> The population of this study comprises all active users of the Glo network residing in selected rural communities within (Ebonyi state, AkwaIbom state, Cross River state, Enugu state,Ogun State), Nigeria. These include individuals who regularly engage with Glo communication services such as voice calls, data usage, and SMS, and who are potential or actual participants in the network's sales promotion campaigns. The population also includes various age groups, occupations, and education levels to ensure diversity in consumer behavior. The target population is relevant for assessing how sales promotional strategies influence buying decisions in rural areas where access to marketing and telecom infrastructure is relatively limited. The population of the study is infinite.<br> 3.5 Sample Size Determination<br> However, since the total number of customers is unknown and likely fluctuates, a pilot survey was conducted involving 250 active users to establish a reliable basis for determining the appropriate sample size.Out of the 250 active users approached during the pilot survey, 120 completed the surveyresponse, while 130 either declined or submitted incomplete responses. Given that the active userspopulation is considered infinite or indeterminate, Topman's formula was adopted to calculate the required sample size for the main study. This statistical approach helps ensure that the selected sample size is representative of the broader customer base, thereby strengthening the reliability, validity, and generalizability of the findings.<br> Using Topman’s formula = <br> Where:<br> <br> <br> e = 0.1<br> Topman's Formula n = <br> By substitution<br> <br> <br> <br> n = 95.886336<br> <br> From the above calculation of the sample size of active users is 96.<br> 3.6 Sampling Design<br> This study employed a combination of probability and non-probability sampling techniques to select participants. Stratified random sampling was used to ensure representation across different demographic groups within the rural Glo subscriber base, such as age, gender, and occupation. In addition, purposive sampling was adopted to include Glo retailers and sales agents with firsthand experience and knowledge of sales promotional activities in rural communities. This mixed approach ensured a balanced and diverse pool of respondents, capturing both consumer and organizational perspectives relevant to the study.<br> 3.7 Validity of Instrument<br> The validity of the research instrument was established by ensuring that the questionnaire and interview guide accurately measured the constructs of interestnamely, consumer responses to airtime bonuses, free data, loyalty schemes, and raffle draws. To achieve this, the instruments were reviewed by academic experts in marketing and rural telecommunications to assess the clarity, relevance, and comprehensiveness of each item. Their feedback led to refinements that enhanced the ability of the instrument to capture meaningful and accurate data that aligned with the study’s objectives and conceptual framework.<br> 3.8 Reliability of Instrument<br> To ensure the reliability of the data collection instrument, a pilot test was conducted with Glo users in rural communities who were not included in the final study sample. This test was used to assess the clarity, consistency, and overall coherence of the questionnaire items. Based on the responses, minor adjustments were made to enhance readability and eliminate ambiguity. Reliability was confirmed using Cronbach’s Alpha, which produced a coefficient value exceeding 0.70, indicating strong internal consistency. This affirmed the instrument’s suitability for capturing consistent and dependable data regarding the influence of sales promotion on consumer buying behavior.<br> 3.9 Data Analysis Techniques<br> The study employed both descriptive and inferential statistical methods to analyze data collected from rural Glo subscribers and staff interviews. Descriptive statistics such as frequency distributions, means, and percentages were used to summarize demographic data and general response patterns. Inferential techniques, including hypothesis testing and Pearson correlation analysis, were applied to test relationships between individual sales promotion strategies (airtime bonuses, free data offers, loyalty schemes, and raffle draws) and consumer buying behavior variables. These analytical methods provided deeper insights into the strength, direction, and significance of the promotional tools used by Glo in rural areas.<br> The Pearson’s product moment coefficient of correlation model is given as<br> r = <br> Where:<br> r = Coefficient of Correlation<br> x= Independent variables<br> y= dependent variables<br> <br> <br> CHAPTER FOUR<br> DATA PRESENTATION AND ANALYSIS<br> 4.1 Data Presentation<br> This section presents the analysis of data collected through the structured questionnaires administered to rural Glo network customers and staff to examine the impact of sales promotional strategies on consumer buying behavior. The aim was to understand how different sales promotion tools such as airtime bonuses, free data, loyalty schemes, and raffle draws affect the purchasing decisions and loyalty of consumers in rural areas. A total of 96 questionnaires were distributed across the sampled rural areas, with responses collected from both Glo staff and customers. The summary of the distribution and retrieval of questionnaires is presented in the table below:<br> Table 4.1: Distribution and Collection of Questionnaires<br> Category of Respondents Number Distributed Number Returned/Retrieved Percentage Returned (%) Number Not Returned Percentage Not Returned (%)<br> Staff 30 27 32.5 3 3.6<br> Customers 66 56 67.5 10 10.4<br> Total 96 83 100 13 100<br> Source: Fieldwork, 2025.<br> Table 4.1 shows that out of the 96 distributed questionnaires, a total of 83 were successfully retrieved 27 (32.5%) from Glo staff and 56 (67.5%) from rural customers while 13 questionnaires were not returned, representing 13.5% of the total. These figures represent a high response rate, which enhances the reliability of the findings. The analysis that follows is based on the 83 completed and returned questionnaires and focuses on evaluating how Glo’s sales promotion strategies influence consumer buying behavior in rural communities.<br> Table 4.1.1: Gender of Respondents<br> Gender Number of Respondents Percentage (%)<br> Male 38 45.8%<br> Female 41 49.4%<br> Prefer not to say 4 4.8%<br> Total 83 100.0%<br> Source: Field Survey, 2025<br> Table 4.1.1 shows that 41 (49.4%) of the respondents were female, 38 (45.8%) were male, while 4 (4.8%) preferred not to disclose their gender. Female respondents made up the majority.<br> Table 4.1.2: Marital Status of Respondents<br> Marital Status Number of Respondents Percentage (%)<br> Single 36 43.4%<br> Married 31 37.3%<br> Divorced/Separated 9 10.8%<br> Widowed 7 8.4%<br> Total 83 100.0%<br> Source: Field Survey, 2025<br> Table 4.1.2 shows that 36 (43.4%) respondents were single, 31 (37.3%) were married, 9 (10.8%) were divorced/separated, and 7 (8.4%) were widowed. Singles made up the largest group.<br> <br> <br> Table 4.1.3: Age Bracket of Respondents<br> Age Bracket Number of Respondents Percentage (%)<br> 18–25 27 32.5%<br> 26–35 30 36.1%<br> 36–45 14 16.9%<br> 46 and above 12 14.5%<br> Total 83 100.0%<br> Source: Field Survey, 2025<br> Table 4.1.3 shows that the age group 26–35 had the highest number of respondents (30 or 36.1%), followed by 18–25 (27 or 32.5%), 36–45 (14 or 16.9%), and 46 and above (12 or 14.5%).<br> Table 4.1.4: Educational Qualification of Respondents<br> Educational Qualification Number of Respondents Percentage (%)<br> FSLC 6 7.2%<br> WAEC 13 15.7%<br> NCE/ND 17 20.5%<br> HND/BSc 28 33.7%<br> MSc 14 16.9%<br> Ph.D 5 6.0%<br> Total 83 100.0%<br> Source: Field Survey, 2025<br> Table 4.1.4 shows that 28 (33.7%) respondents held HND/BSc degrees, 17 (20.5%) had NCE/ND, 14 (16.9%) had MSc, 13 (15.7%) had WAEC, 6 (7.2%) had FSLC, and 5 (6.0%) had Ph.D. Most respondents held tertiary-level degrees.<br> <br> <br> Table 4.1.5: Occupation of Respondents<br> Occupation Number of Respondents Percentage (%)<br> Student 18 21.7%<br> Civil Servant 15 18.1%<br> Artisan 12 14.5%<br> Private Sector Worker 13 15.7%<br> Self-employed 16 19.3%<br> Unemployed 9 10.8%<br> Total 83 100.0%<br> Source: Field Survey, 2025<br> Table 4.1.5 shows that 18 (21.7%) respondents were students, 16 (19.3%) were self-employed, 15 (18.1%) were civil servants, 13 (15.7%) were private sector workers, 12 (14.5%) were artisans, and 9 (10.8%) were unemployed.<br> Table 4.1.6: Frequency of Using GLO Services<br> Frequency Number of Respondents Percentage (%)<br> Daily 22 26.5%<br> Weekly 19 22.9%<br> Occasionally 28 33.7%<br> Rarely 14 16.9%<br> Total 83 100.0%<br> Source: Field Survey, 2025<br> Table 4.1.6 shows that 28 (33.7%) respondents used GLO services occasionally, 22 (26.5%) used them daily, 19 (22.9%) weekly, and 14 (16.9%) rarely. Occasional usage was the most common frequency among respondents.<br> <br> <br> 4.2 Data Analysis<br> Research Question 1: To what extent do airtime bonuses influence consumer buying behavior toward Glo network services in rural areas?<br> Table 4.2.1: Airtime bonuses motivate customers to recharge more frequently<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 28 33.73%<br> Agree 24 28.92%<br> Neutral 13 15.66%<br> Disagree 10 12.05%<br> Strongly Disagree 8 9.64%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.1 shows that 28 respondents (33.73%) strongly agreed and 24 (28.92%) agreed that airtime bonuses motivate customers to recharge more frequently. Meanwhile, 13 (15.66%) were neutral, 10 (12.05%) disagreed, and 8 (9.64%) strongly disagreed. The result indicates that a significant portion of customers believe airtime bonuses stimulate more frequent recharges.<br> Table 4.2.2: Customers are more likely to choose Glo due to regular airtime bonus offers<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 25 30.12%<br> Agree 26 31.33%<br> Neutral 11 13.25%<br> Disagree 13 15.66%<br> Strongly Disagree 8 9.64%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.2 shows that 25 respondents (30.12%) strongly agreed and 26 (31.33%) agreed that regular airtime bonuses make Glo a more attractive choice. However, 11 (13.25%) were neutral, while 13 (15.66%) disagreed and 8 (9.64%) strongly disagreed. This suggests that bonus airtime is a competitive edge in consumer preference.<br> Table 4.2.3: Airtime bonuses improve customer satisfaction with the network provider<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 27 32.53%<br> Agree 25 30.12%<br> Neutral 10 12.05%<br> Disagree 11 13.25%<br> Strongly Disagree 10 12.05%<br> Total 83 100%<br> Source: Field Survey, 2025 <br> Table 4.2.3 shows that 27 respondents (32.53%) strongly agreed and 25 (30.12%) agreed that airtime bonuses increase satisfaction. On the other hand, 10 (12.05%) were neutral, 11 (13.25%) disagreed, and 10 (12.05%) strongly disagreed. This suggests that customer satisfaction improves with consistent promotional airtime.<br> Table 4.2.4: Promotional airtime offers encourage consumers to switch from competitors<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 21 25.30%<br> Agree 23 27.71%<br> Neutral 15 18.07%<br> Disagree 14 16.87%<br> Strongly Disagree 10 12.05%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.4 shows that 21 respondents (25.30%) strongly agreed and 23 (27.71%) agreed that airtime bonuses lead some users to switch from competitors. While 15 (18.07%) were neutral, 14 (16.87%) disagreed and 10 (12.05%) strongly disagreed. Thus, airtime promotions may influence provider switching in rural areas.<br> Table 4.2.5: Frequent airtime bonuses increase the likelihood of long-term brand usage<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 26 31.33%<br> Agree 24 28.92%<br> Neutral 12 14.46%<br> Disagree 13 15.66%<br> Strongly Disagree 8 9.64%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.5 shows that 26 respondents (31.33%) strongly agreed and 24 (28.92%) agreed that regular airtime bonuses increase long-term commitment. However, 12 (14.46%) remained neutral, 13 (15.66%) disagreed and 8 (9.64%) strongly disagreed. Overall, the data supports that consistent bonuses may boost customer retention.<br> Research Question 2: What is the impact of free data offers on consumer buying behavior toward Glo network services in rural areas?<br> Table 4.2.6: Free data offers influence consumers to remain loyal to the Glo network<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 29 34.94%<br> Agree 25 30.12%<br> Neutral 11 13.25%<br> Disagree 10 12.05%<br> Strongly Disagree 8 9.64%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.6 shows that 29 respondents (34.94%) strongly agreed and 25 (30.12%) agreed that free data offers contribute to loyalty toward Glo. However, 11 (13.25%) were neutral, while 10 (12.05%) disagreed and 8 (9.64%) strongly disagreed. This suggests a positive relationship between free data and loyalty among rural users.<br> Table 4.2.7: Promotional data plans increase daily usage of internet services<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 26 31.33%<br> Agree 27 32.53%<br> Neutral 12 14.46%<br> Disagree 10 12.05%<br> Strongly Disagree 8 9.64%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.7 reveals that 26 respondents (31.33%) strongly agreed and 27 (32.53%) agreed that promotional data plans boost daily internet use. 12 (14.46%) were neutral, 10 (12.05%) disagreed, and 8 (9.64%) strongly disagreed. This indicates that promotional data plays a role in increasing user engagement.<br> Table 4.2.8: Free data incentives attract new users to the network<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 28 33.73%<br> Agree 26 31.33%<br> Neutral 13 15.66%<br> Disagree 9 10.84%<br> Strongly Disagree 7 8.43%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.8 shows that 28 respondents (33.73%) strongly agreed and 26 (31.33%) agreed that free data incentives attract new users. While 13 (15.66%) remained neutral, 9 (10.84%) disagreed, and 7 (8.43%) strongly disagreed. This suggests that free data is a key driver in new customer acquisition.<br> <br> <br> Table 4.2.9: Data giveaways improve consumer perception of value for money<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 24 28.92%<br> Agree 28 33.73%<br> Neutral 13 15.66%<br> Disagree 10 12.05%<br> Strongly Disagree 8 9.64%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.9 reveals that 24 respondents (28.92%) strongly agreed and 28 (33.73%) agreed that giveaways increase the perceived value of Glo services. 13 (15.66%) were neutral, 10 (12.05%) disagreed, and 8 (9.64%) strongly disagreed. This suggests that promotional data positively shapes consumer value perceptions.<br> Table 4.2.10: The availability of free data influences positive word-of-mouth referrals<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 25 30.12%<br> Agree 26 31.33%<br> Neutral 14 16.87%<br> Disagree 10 12.05%<br> Strongly Disagree 8 9.64%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.10 shows that 25 respondents (30.12%) strongly agreed and 26 (31.33%) agreed that free data availability leads to favorable word-of-mouth. 14 (16.87%) were neutral, while 10 (12.05%) disagreed and 8 (9.64%) strongly disagreed. This reflects the promotional power of data in spreading positive consumer experiences.<br> <br> <br> Research Question 3: How do loyalty schemes contribute to consumer buying behavior toward Glo network services in rural areas?<br> Table 4.2.11: Loyalty rewards increase continued patronage of the Glo network<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 27 32.53%<br> Agree 28 33.73%<br> Neutral 13 15.66%<br> Disagree 9 10.84%<br> Strongly Disagree 6 7.23%<br> Total 83 100%<br> Source: Field Survey, 2025 <br> Table 4.2.11 shows that 27 respondents (32.53%) strongly agreed and 28 (33.73%) agreed that loyalty rewards help sustain customer patronage. 13 (15.66%) maintained a neutral view, while 9 (10.84%) disagreed and 6 (7.23%) strongly disagreed. This indicates strong support for loyalty rewards as a customer retention strategy.<br> Table 4.2.12: Customers feel valued when enrolled in loyalty schemes<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 30 36.14%<br> Agree 26 31.33%<br> Neutral 11 13.25%<br> Disagree 10 12.05%<br> Strongly Disagree 6 7.23%<br> Total 83 100%<br> Source: Field Survey, 2025 <br> Table 4.2.12 reveals that 30 respondents (36.14%) strongly agreed and 26 (31.33%) agreed that loyalty schemes make customers feel appreciated. 11 (13.25%) were neutral, while 10 (12.05%) disagreed and 6 (7.23%) strongly disagreed. The findings highlight the emotional value customers place on recognition through loyalty programs.<br> <br> <br> Table 4.2.13: Incentives for loyal users improve the overall customer experience<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 28 33.73%<br> Agree 27 32.53%<br> Neutral 12 14.46%<br> Disagree 10 12.05%<br> Strongly Disagree 6 7.23%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.13 shows that 28 respondents (33.73%) strongly agreed and 27 (32.53%) agreed that user incentives enhance the overall customer experience. 12 (14.46%) held neutral views, while 10 (12.05%) disagreed and 6 (7.23%) strongly disagreed. These responses emphasize the experiential value added by loyalty incentives.<br> Table 4.2.14: Loyalty programs enhance brand commitment among rural users<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 25 30.12%<br> Agree 28 33.73%<br> Neutral 14 16.87%<br> Disagree 10 12.05%<br> Strongly Disagree 6 7.23%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.14 indicates that 25 respondents (30.12%) strongly agreed and 28 (33.73%) agreed that loyalty programs foster brand commitment. 14 (16.87%) were neutral, 10 (12.05%) disagreed, and 6 (7.23%) strongly disagreed. This suggests that loyalty schemes can successfully drive long-term brand association.<br> <br> <br> Table 4.2.15: Participation in loyalty schemes strengthens trust in the network provider<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 26 31.33%<br> Agree 29 34.94%<br> Neutral 12 14.46%<br> Disagree 10 12.05%<br> Strongly Disagree 6 7.23%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.15 reveals that 26 respondents (31.33%) strongly agreed and 29 (34.94%) agreed that loyalty program participation builds trust in the Glo network. 12 (14.46%) were neutral, 10 (12.05%) disagreed, and 6 (7.23%) strongly disagreed. These results support the trust-building capacity of consistent customer reward systems.<br> Research Question 4: In what ways do raffle draws encourage consumer buying behavior toward Glo network services in rural areas?<br> Table 4.2.16: Raffle draws create excitement and increase product engagement<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 29 34.94%<br> Agree 27 32.53%<br> Neutral 13 15.66%<br> Disagree 9 10.84%<br> Strongly Disagree 5 6.02%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.16 shows that 29 respondents (34.94%) strongly agreed and 27 (32.53%) agreed that raffle draws create excitement and drive product engagement. 13 (15.66%) were neutral, while 9 (10.84%) disagreed and 5 (6.02%) strongly disagreed. This indicates a strong perception of raffles as a motivator for increased interaction with Glo products.<br> Table 4.2.17: Participation in raffles motivates users to buy more Glo products<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 28 33.73%<br> Agree 26 31.33%<br> Neutral 14 16.87%<br> Disagree 10 12.05%<br> Strongly Disagree 5 6.02%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.17 reveals that 28 respondents (33.73%) strongly agreed and 26 (31.33%) agreed that raffle participation motivates them to buy more Glo products. 14 (16.87%) were neutral, 10 (12.05%) disagreed, and 5 (6.02%) strongly disagreed. This demonstrates that raffle incentives are perceived as purchase drivers.<br> Table 4.2.18: Raffle promotions enhance brand image and consumer interest<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 27 32.53%<br> Agree 29 34.94%<br> Neutral 12 14.46%<br> Disagree 9 10.84%<br> Strongly Disagree 6 7.23%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.18 indicates that 27 respondents (32.53%) strongly agreed and 29 (34.94%) agreed that raffles enhance the brand image and increase consumer curiosity. 12 (14.46%) were neutral, while 9 (10.84%) disagreed and 6 (7.23%) strongly disagreed. The result reflects the branding value embedded in raffle-based promotions.<br> <br> <br> Table 4.2.19: Chances of winning prizes encourage frequent recharges or subscriptions<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 31 37.35%<br> Agree 25 30.12%<br> Neutral 13 15.66%<br> Disagree 9 10.84%<br> Strongly Disagree 5 6.02%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.19 shows that 31 respondents (37.35%) strongly agreed and 25 (30.12%) agreed that the opportunity to win in raffles pushes them to recharge or subscribe more frequently. 13 (15.66%) were neutral, while 9 (10.84%) disagreed and 5 (6.02%) strongly disagreed. This indicates that tangible prize offerings can encourage consistent consumer engagement.<br> Table 4.2.20: Raffle campaigns foster a positive attitude toward the network<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 30 36.14%<br> Agree 27 32.53%<br> Neutral 11 13.25%<br> Disagree 9 10.84%<br> Strongly Disagree 6 7.23%<br> Total 83 100%<br> Source: Field Survey, 2025<br> <br> Table 4.2.20 reveals that 30 respondents (36.14%) strongly agreed and 27 (32.53%) agreed that raffle campaigns help build a more positive perception of the Glo network. 11 (13.25%) were neutral, 9 (10.84%) disagreed, and 6 (7.23%) strongly disagreed. This implies that raffles may significantly enhance brand goodwill and sentiment among rural consumers.<br> 4.3 Test of Hypothesis<br> HO1: There is no significant relationship between airtime bonuses and consumer buying behavior towards Glo network services in rural areas.<br> HI1: There is a significant relationship between airtime bonuses and consumer buying behavior towards Glo network services in rural areas.<br> To test the above hypothesis, the researcher used table 4.2.1 and 4.2.5, and the Pearson’s product moment coefficient of correlation model is given as:<br> r = <br> Table 4.2.1: Airtime bonuses motivate customers to recharge more frequently<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 28 33.73%<br> Agree 24 28.92%<br> Neutral 13 15.66%<br> Disagree 10 12.05%<br> Strongly Disagree 8 9.64%<br> Total 83 100%<br> Source: Field Survey, 2025 <br> Table 4.2.5: Frequent airtime bonuses increase the likelihood of long-term brand usage<br> Response Number of Respondents Percentage (%)<br> Strongly Agree 26 31.33%<br> Agree 24 28.92%<br> Neutral 12 14.46%<br> Disagree 13 15.66%<br> Strongly Disagree 8 9.64%<br> Total 83 100%<br> Source: Field Survey, 2025 <br> For computation, responses were coded numerically as:<br> Strongly Agree = 5, Agree = 4, Neutral = 3, Disagree = 2, Strongly Disagree = 1<br> Thus:<br> x = 28, 24, 13, 10, 8<br> y = 26, 24, 12, 13, 8<br> Now tabulating the values:<br> S/N x y xy x² y²<br> 1 28 26 728 784 676<br> 2 24 24 576 576 576<br> 3 13 12 156 169 144<br> 4 10 13 130 100 169<br> 5 8 8 64 64 64<br> <br> ∑ 1654 1693 1629<br> <br> Substituting into the formula:<br> r = <br> r = <br> r = <br> r = <br> r = 0.99<br> <br> <br> Interpretation:<br> The calculated correlation coefficient r = 0.996 shows a very strong positive relationship between airtime bonuses and consumer buying behavior. According to the decision rule, if r > 0.6, we reject HO and accept HI.<br> Decision:<br> Since the correlation coefficient falls in the strong positive range, the researcher rejects the null hypothesis (HO₁) and accepts the alternate hypothesis (HI₁), thereby concluding that: There is a significant relationship between airtime bonuses and consumer buying behavior towards Glo network services in rural areas.<br> 4.4 Discussion of Findings<br> Airtime bonuses were shown to have a clear influence on consumer behavior in rural areas. Many users reported that such bonuses motivate them to recharge more frequently, suggesting that these incentives serve as effective triggers for continued usage. In addition to influencing the frequency of recharges, airtime bonuses also appeared to enhance the attractiveness of the Glo network compared to competitors. Consumers often cited the regularity of these bonuses as a key reason for choosing Glo over other providers.<br> Beyond just prompting recharges, airtime bonuses were associated with increased customer satisfaction. Users tended to express higher contentment with the network when they received bonuses, indicating a link between promotional offerings and overall service perception. Some consumers also revealed that the availability of airtime bonuses encouraged them to switch from rival networks, reflecting the competitive power of this incentive in customer acquisition. Furthermore, consistent airtime bonuses contributed to the likelihood of long-term usage and loyalty to the Glo network, positioning them as an effective retention strategy in rural markets.<br> Free data offers significantly shaped consumer preferences and behaviors. Many respondents indicated that such offers strengthened their loyalty to the Glo network, showing that data-based incentives are key to sustaining customer relationships. Additionally, the availability of promotional data plans was linked to increased daily usage of internet services. This suggests that these offers not only retain existing users but also deepen their engagement with the brand.<br> Free data incentives were also reported to play a critical role in attracting new users. Consumers who may have previously been hesitant to try Glo services were drawn in by the promise of bonus data, demonstrating the role of such offers in expanding the customer base. Moreover, the perception of value for money was positively influenced by data giveaways, with customers feeling they were getting more out of their spending. These promotions also encouraged positive word-of-mouth, as users who benefited from free data were more likely to recommend the network to others. This highlights the dual impact of data incentives on both customer satisfaction and brand advocacy.<br> Loyalty schemes were recognized as a strong driver of continued customer patronage. Respondents widely agreed that receiving rewards for their loyalty made them more likely to remain with the Glo network. This sense of recognition was closely tied to emotional engagement, with many customers feeling valued when enrolled in such programs. This emotional connection is essential in building lasting relationships with users, particularly in competitive markets.<br> Incentives tied to loyalty were also found to improve the overall customer experience. Consumers expressed that these programs added a sense of reward and satisfaction to their interaction with the brand. Furthermore, loyalty schemes were seen as enhancing brand commitment, with rural users indicating a stronger attachment to the Glo network due to ongoing reward initiatives. The programs also played a role in strengthening trust in the service provider, as consistent rewards fostered a perception of fairness and appreciation from the brand. These findings suggest that loyalty schemes are effective in not only retaining customers but also in nurturing deeper brand trust and engagement.<br> Raffle draws were shown to create a sense of excitement and engagement among consumers. Many respondents noted that the prospect of winning prizes made their interactions with the brand more enjoyable and memorable. This sense of anticipation contributed to increased interest in Glo’s products and services.<br> Participation in raffle draws also encouraged greater purchasing behavior. Users reported being more likely to recharge or subscribe to services with the hope of qualifying for a prize, suggesting that raffles serve as a strong motivator for transactional activity. In addition, raffles were perceived to positively enhance the brand image, making Glo appear more dynamic and rewarding in the eyes of rural consumers.<br> The possibility of winning tangible rewards further increased the frequency of usage, as customers sought to improve their chances of selection. This behavior supports the idea that raffles not only drive one-time engagement but also reinforce ongoing usage patterns. Lastly, raffle campaigns contributed to more favorable attitudes toward the network overall. They helped foster goodwill and a more positive brand perception, reinforcing the importance of gamified promotions in shaping consumer sentiment in rural areas.<br> <br> <br> CHAPTER FIVE<br> SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS<br> 5.1 Summary of Findings<br> Base on the analysis, the following findings were revealed:<br> 1. Airtime bonuses were shown to have a clear influence on consumer behavior in rural areas. Many users reported that such bonuses motivate them to recharge more frequently, suggesting that these incentives serve as effective triggers for continued usage. In addition to influencing the frequency of recharges, airtime bonuses also appeared to enhance the attractiveness of the Glo network compared to competitors. Consumers often cited the regularity of these bonuses as a key reason for choosing Glo over other providers.<br> 2. Beyond just driving top-ups, airtime bonuses were strongly linked to increased customer satisfaction and perceived value. Respondents expressed that receiving airtime bonuses contributed positively to their overall experience with the network. In some cases, these promotions were compelling enough to influence users to switch from rival providers, reflecting their competitive strength. Moreover, regular bonuses were identified as a factor contributing to long-term brand loyalty, positioning them not just as a marketing tool but as a sustainable customer retention strategy.Free data offers also emerged as a significant factor in shaping customer loyalty and behavioral patterns. Many respondents indicated that data incentives helped them stay loyal to the Glo network, highlighting the value of non-monetary rewards in rural contexts. These promotions encouraged users to engage more frequently with internet services, demonstrating that they not only retain existing customers but also intensify their usage. Additionally, free data plans were successful in attracting new users, especially those previously unsure about switching to Glo.<br> 3. Loyalty schemes and raffle draws further strengthened Glo’s consumer engagement strategy. Loyalty programs gave customers a sense of being valued, which enhanced emotional bonds with the brand and improved customer satisfaction. Users appreciated the fairness and consistency of such schemes, reinforcing trust in the network. Raffle draws, on the other hand, introduced excitement and gamification into the consumer experience. The prospect of winning prizes increased product interaction, boosted recharges, and improved brand image, ultimately encouraging both repeat usage and favorable word-of-mouth among rural users.<br> 5.2 Conclusion<br> This study has established that sales promotion strategies such as airtime bonuses, free data offers, loyalty schemes, and raffle draws significantly influence consumer buying behavior toward Glo network services in rural areas. These promotional tools not only motivate frequent recharges and service usage but also foster brand loyalty, attract new customers, and enhance overall customer satisfaction. The findings underscore the importance of targeted promotional communication in rural markets, where economic considerations and value perception play a central role in consumer decisions. Therefore, the effective deployment of these strategies can serve as a powerful mechanism for network providers like Glo to deepen market penetration, build lasting customer relationships, and maintain a competitive edge in underserved rural communities.<br> 5.3 Recommendation<br> Based on the findings of this study, it is evident that well-structured promotional strategies significantly shape consumer behavior in rural areas. To maximize the impact of such promotions, the following recommendations are suggested:<br> 1. Sustain and Expand Airtime Bonus Programs: Glo should continue offering airtime bonuses and consider tailoring these offers to align with consumer recharge habits in rural areas. Personalized or tiered bonus systems could further motivate customers to recharge more frequently. Additionally, making these bonuses more visible through consistent communication will ensure customers are aware of the benefits they can gain, thereby reinforcing the recharge-bonus cycle.<br> 2. Strengthen Free Data Offers for Digital Engagement: With the increasing use of smartphones in rural regions, free data offers present a strong opportunity for customer acquisition and retention. Glo should develop more inclusive and affordable data promotions that encourage daily use of digital services. These offers should also be tied to activities like app usage or referrals, which can help boost online engagement while offering tangible rewards to users.<br> 3. Enhance Loyalty Schemes for Long-Term Retention: To improve customer lifetime value, Glo should enhance its loyalty schemes by offering rewards that reflect the unique needs of rural users, such as free airtime, device discounts, or exclusive service access. Regular updates to the reward catalog, along with personalized notifications and recognition of long-term users, will increase customer satisfaction and deepen brand commitment.<br> 4. Use Raffle Draws as Seasonal Engagement Tools: Raffle draws should be strategically implemented during peak seasons or promotional campaigns to spark renewed interest and drive mass participation. Glo can increase transparency and excitement by publicly announcing winners and offering a mix of small and large prizes. Incorporating digital platforms like mobile apps or SMS for raffle entry will also make the process more accessible to rural users, boosting participation rates and brand visibility.<br> 5.4 Limitations of the Study<br> While this study has provided valuable insights into how promotional strategies influence consumer behavior in rural areas, certain limitations were encountered that may affect the generalizability of the findings.<br> 1. Geographical Scope: The study was limited to selected rural areas within Ebonyi State, which may not reflect the experiences of consumers in other rural regions of Nigeria. Differences in cultural values, network coverage, and access to promotional information across states could influence consumer responses to promotions differently.<br> 2. Limited Variables: The study focused on four key promotional strategies: airtime bonuses, free data, loyalty schemes, and raffle draws. However, other potentially influential variables like customer service quality, pricing, and network reliability were not explored, which could also impact consumer behavior and loyalty.<br> 3. Self-Reported Data: Data was collected through self-administered questionnaires, which rely heavily on the honesty and memory of respondents. This method may introduce response bias, as some participants might have exaggerated or understated their behaviors or attitudes to align with perceived expectations.<br> 5.5 Suggestions for Further Studies<br> While this study has offered meaningful insights into the role of promotional strategies on consumer behavior in rural areas, further research is necessary to deepen understanding and broaden the scope of findings.<br> 1. Comparative Studies Across Networks: Future research could examine and compare how different telecommunication providers implement promotional strategies and how these affect consumer behavior differently. Such a comparative analysis would offer a more competitive perspective and reveal best practices within the industry.<br> 2. Urban vs. Rural Consumer Responses: It would be valuable to explore how consumers in urban areas respond to similar promotional strategies in contrast to rural consumers. This comparison could highlight contextual differences in effectiveness and help telecom companies tailor strategies to suit specific demographic and geographic profiles.<br> 3. Longitudinal Impact of Promotions: Further studies should consider examining the long-term effects of promotional offers on consumer loyalty and brand perception. This would help determine whether such strategies produce sustained engagement or only short-term spikes in activity.<br> 4. Inclusion of Additional Promotional Channels: Researchers should also investigate the influence of other marketing channels, such as social media promotions, influencer marketing, and mobile app notifications, especially as rural internet access expands. This would provide a more comprehensive view of how integrated marketing efforts impact consumer decisions.<br> 5.6 Contribution to Knowledge<br> This study adds to existing literature in marketing and consumer behavior by exploring the impact of promotional strategiessuch as airtime bonuses, free data offers, loyalty schemes, and raffle drawson consumer buying behavior toward Glo network services in rural areas. It provides empirical evidence on how these promotional tools influence customer retention, satisfaction, and engagement in less urbanized settings. The findings underscore the role of incentives in shaping brand preference and usage patterns, particularly in environments where cost sensitivity and limited service options prevail. 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(2023).Affordability and participation barriers in telecom promotional programs.Journal of Economic Behavior in Underserved Markets, 8(2), 40–54.<br> Umeh, N. (2022). Impact of telecom promotions on consumer loyalty in Enugu rural communities.Journal of Promotion and Consumer Retention, 7(3), 48–62.<br> Uzor, I. (2022). Expanding telecom services to rural communities in Nigeria: Challenges and strategies. Journal of Communication Infrastructure and Policy, 5(4), 19–32.<br> Yahaya, A. (2023). The role of communication services in rural development. African Journal of Rural ICT, 10(1), 14–27.<br> Yusuf, B. (2022). Awareness challenges in telecom promotions in remote Nigerian communities. Journal of Communication Gaps and Consumer Behavior, 6(2), 28–41.<br> <br> <br> APPENDIX I<br> Department of Marketing <br> AkanuIbiam Federal Polytechnic,<br> Unwana,<br> P. M. B. 1007<br> Ebonyi State<br> 24th July, 2025. <br> <br> Dear Sir/Madam,<br> REQUEST FOR FILLING OF QUESTIONNAIRE<br> I am a final year student of the above institution and department currently conducting a research in the “Impact of sales promotion on consumer buying behavior for communication services in the rural area GLO network service”,as part of the requirement for the course of study. Please, your co-operation is highly solicited and be assured that any information given will be treated confidentially. <br> Thanks for your co-operation. <br> Yours Faithfully,<br> OLE, JOY EGWU<br> RESEARCHER <br> <br> APPENDIX II<br> QUESTIONNAIRE<br> INSTRUCTION: Please read the following questions and carefully tick (√) the option that represents your opinion.<br> SECTION A: PERSONAL DATA<br> Gender: Male Female Prefer not to say<br> Marital Status: Single Married Divorced/Separated Widowed<br> Age Bracket: 18–25 26–35 36–45 46 and above<br> Educational Qualification: FSLC WAEC NCE/ND HND/BSc MSc Ph.D<br> Occupation: Student Civil Servant Artisan Private Sector Worker Self-employed Unemployed<br> Frequency of Using GLO Services: Daily Weekly Occasionally<br> Rarely<br> SECTION B<br> Research Question 1: To what extent do airtime bonuses influence consumer buying behavior toward Glo network services in rural areas?<br> Airtime bonuses motivate customers to recharge more frequently.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Customers are more likely to choose Glo due to regular airtime bonus offers.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Airtime bonuses improve customer satisfaction with the network provider.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Promotional airtime offers encourage consumers to switch from competitors.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Frequent airtime bonuses increase the likelihood of long-term brand usage.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Research Question 2: What is the impact of free data offers on consumer buying behavior toward Glo network services in rural areas?<br> Free data offers influence consumers to remain loyal to the Glo network.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Promotional data plans increase daily usage of internet services.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Free data incentives attract new users to the network.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Data giveaways improve consumer perception of value for money.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> The availability of free data influences positive word-of-mouth referrals.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Research Question 3: How do loyalty schemes contribute to consumer buying behavior toward Glo network services in rural areas?<br> Loyalty rewards increase continued patronage of the Glo network.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Customers feel valued when enrolled in loyalty schemes.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Incentives for loyal users improve the overall customer experience.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Loyalty programs enhance brand commitment among rural users.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Participation in loyalty schemes strengthens trust in the network provider.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Research Question 4: In what ways do raffle draws encourage consumer buying behavior toward Glo network services in rural areas?<br> Raffle draws create excitement and increase product engagement.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Participation in raffles motivates users to buy more Glo products.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Raffle promotions enhance brand image and consumer interest.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Chances of winning prizes encourage frequent recharges or subscriptions.<br> Strongly agree Agree Neutral Strongly Disagree Disagree<br> Raffle campaigns foster a positive attitude toward the network.<br> Strongly agree Agree Neutral Strongly Disagree Disagree

This project designed and implemented an embedded Internet of Things (IoT)-enabled gate tallying access control system, utilizing the ESP32-CAM module paired with QR code authentication to enhance security measures. The traditional access control methods often face significant security challenges. The system designed effectively addresses the limitation of the traditional gate with the introduction of QR code validation, and advanced IoT-based logging mechanisms. The ESP32-CAM served dual purpose: it captures high-quality images and decodes QR codes with remarkable efficiency. Upon scanning, the system validates each QR code against a set of predefined criteria, which include dynamic day-based access permissions tailored to accommodate varying access needs for different user groups. This addition ensures that access is not only controlled but also adaptable to specific timeframes, enhancing security protocols. To facilitate user interaction, a dynamic web dashboard was developed using React, which allows administrators to easily generate and distribute unique QR codes. This digital access token system provides a seamless user experience while ensuring quick and efficient distribution of credentials.

The cloning of Computer System is necessary in an ICT working environment.<br> <br> This project focuses more on how computer system could be coupled and maintain effectively without any fault during assembling of the system.<br> <br> Throughout this project, we shall focus on each and every component needed for assembling and also their functions. The main reason why people go for assembling of system instead of buying a new system is to allow them to have good and satisfactory quality of what they want. Buying a new computer system might not solve the problem of some people but coupling it themselves case their wounds when it comes to satisfaction. The main important of coupling a computer system is to have access to all those components and to know how to couple and disassemble it when the system is faulty. This research has managed to purchase the Sub-Assembly computer components and couple it to make a computer system that could rival the performance of the branded version.

ABSTRACT<br><br> Nigeria has one of the greatest disease burdens from chronic viral hepatitis. This study was carried out to determine Hepatitis B envelope Antigen and risk factors of transmission among patients attending a zonal hospital in Ogoni, Rivers State, Nigeria. Data was obtained individually from consenting patients. Thereafter, 93 patients of 100 (ages 21-75) were consecutively selected; blood samples of whom were screened by diagnostic method using Dia Pro HBe Antigen seropositivity. A higher prevalence of HBV occurred in females (44.7%), age groups 61-70 years (83.3%), the married (46.2%), those with secondary educational level (50.9%), Christians (46.6%), those with CD4+ count greater than 500 (50.0%) and those with viral load greater or equal to 1000 (66.7%). From the results, the prevalence of HBV among these patients is high (44.1%), which indicates a rise in the study area. Mass immunization, consistent medical check-ups, general surveillance and public health education is advocated to stop the spread of the infection in the society.

The main objective of this study is to explore the relationship between Value Added Tax revenue generation in Nigeria. The research design in this work is descriptive survey design. The questionnaires and interviews served as the primary source of data, while the secondary data mainly come in form of published works such as textbooks and company report other sources include unpublished workers and existing document. The sample of the study is made of 120 out of the population size was drawn by using simple random sampling techniques so as to give every respondent the chance of being chosen. The relevant primary data was collected using a structured questionnaire and interview while that of secondary, journals and the internet was used.The instrument used for data collection constitutes primary and secondary data source. The primary data sources are well structured questionnaire, oral interview and personal observation of the researcher. The secondary data sources are, under this, the researcher made use of text books, journals, Magazines and internet materials.Test-retest was used, Structure question is a renowned and reliable instrument for conduct research especially academic researches, this research is properly conducted and under a strict scrutiny of my supervisor, and the data collection process is reliable. Finally, the researcher made conclusion and recommendations.

This study investigates the production and evaluation of Masa, a traditional African dish, using three different grains—rice, maize, and millet—as primary ingredients. The research aimed to assess the nutritional composition, antinutritional factors, and sensory characteristics of Masa prepared from these grains, using equal ration. Standard analytical methods, was used for proximate analysis, mineral content assessment, and sensory evaluation, The proximate composition analysis revealed that Sample C, produced from millet, exhibited the highest protein content (7.81%) and fat content (26.16%), suggesting its potential as a rich source of energy and muscle-building nutrients. It also stood out for its high mineral content 4.50 mg/100g of iron, 1.48 mg/100g of zinc, 315 mg/100g of potassium, and 360 mg/100g of calcium. In contrast, Sample B, made from maize it was notable for its lower sodium content (4 mg/100g) and the lowest level of oxalates (0.02 mg/100g). Sensory evaluation, which assessed parameters such as taste, aroma, texture, and overall acceptability, indicated a preference for Sample B in terms of overall acceptability (8.10) and color (7.80), making it visually appealing and well-liked by the panelists. However, Sample C excelled in terms of taste (7.95), aroma (7.70), and texture (7.95), highlighting its superior sensory attributes. In conclusion, the study provides valuable insights into the nutritional and sensory profiles of Masa made from rice, maize, and millet. Sample C, with its high protein and mineral content, offers significant health benefits, particularly for individuals requiring higher energy intake. On the other hand, Sample B, with lower sodium content, presents a healthier option for consumers seeking a low-sodium diet. These findings can guide producers and consumers in enhancing Masa’s nutritional value and sensory appeal, contributing to better dietary choices, increased consumer satisfaction and health benefit.