Promotional techniques and consumer behavior. An analysis of the mobile telephony sector in Cameroon

      Аннотация: This study helps to understand how consumers react to promotional offers frompromotional offers from cell phone companies. To gain a better understanding of how our concepts are perceived in reality, an exploratory study was carried out. These interviews on the one hand, and the literature on the other, enabled us to develop a questionnaire that we administered to 369 mobile telephony subscribers in the city of Yaoundé. Based on this data, a factorial analysis is used to reveal interrelationships between traits and propose a population structure. A multiple linear regression model is used to verify causality between variables.From this analysis, it emerges that collection and direct premiums have a positive and significant influence on consumer sensitivity and loyalty. In addition, games/contests have a positive and significant influence on consumer sensitivity and loyalty. On the other hand, the perceived complexity of promotional offers has an unfavorable effect on consumer sensitivity and loyalty.

Ключевые слова: consumer, promotional techniques, Cameroon, Mobile Telephony, consommateur, Cameroun, téléphonie mobile, techniques promotionnelles