Consumer Behaviour and Corporate Performance of Telecommunication Companies in Nigeria. A Study of MTN and GLO

Abstract

This study investigates the influence of consumer buying behaviour on the corporate performance of telecommunications companies in Nigeria, using MTN and GLO as case studies. The research explores key determinants of consumer buying behaviour such as price sensitivity, service quality, brand loyalty, promotional strategies, and technological innovation. A descriptive survey research design was adopted, with data collected from 400 subscribers across Osogbo using structured questionnaires. The data were analysed using both descriptive and inferential statistics, including regression analysis to measure the strength of the relationship between consumer behaviour and corporate performance indicators such as market share, customer retention, and revenue growth. Findings reveal that service quality and brand loyalty significantly influence consumer decisions, while promotional offers and pricing strategies affect short-term customer acquisition. The study further shows that consumer-centric strategies are strongly correlated with improved corporate performance in both MTN and GLO, although MTN exhibits a stronger alignment due to its broader investment in customer experience technologies. The research concludes by recommending that telecom companies should continuously adapt their marketing and operational strategies to evolving consumer needs in order to enhance performance and sustain competitiveness in Nigeria’s saturated telecom market.