Niche Marketing Techniques and Firms Survival in the Nigeria Telecommunication Sectors

Abstract

This study investigated niche marketing techniques and firms survival in the Nigeria telecommunication sectors; a study of global communication in Nigeria. The study was directed by two research questions, and two hypotheses were developed and evaluated. The study used a survey research design, with data collected via questionnaire. The survey sampled a total of sixty-two (62) respondents. Marketing professionals verified the instrument. The instrument's dependability was 0.73 for MKTPS, 0.72 for market development plan, and 0.80 for business survival. The mean and standard deviation were utilised to answer research questions, and hypotheses were assessed using linear regression at the 0.05 level of significance. The study's findings revealed that there was a significant effect of market penetration strategy (MKTPS) on firm survival in the Nigerian telecommunications industry, as well as a significant effect of market development strategy (MKTDS) on firm performance in the Nigerian telecommunications industry. The report proposed, among other things, that telecommunications companies expand into similar markets where they may operate at a lesser cost and make more sales.