University Research Project: MTN Brand Awareness & Customer Loyalty

This project presents a research proposal and a quantitative and qualitative questionnaire designed to investigate the impact of brand awareness on MTN customers. The research proposal outlines the study's objectives, methodology, and expected outcomes, focusing on brand awareness's influence on customer loyalty and market demand. The questionnaire collects data on demographics, brand awareness, and consumer loyalty through a series of closed and open-ended questions, aiming to understand how MTN leverages various marketing strategies, including web presence, social authority, advertising, and event sponsorship, to build brand recognition and customer trust. The qualitative section explores the significance of brand awareness, the company's branding focus, branding aspects, and the elements of consumer loyalty, alongside the impact of brand awareness on it. The overall goal is to provide insights into the relationship between brand awareness and consumer behavior within the context of a competitive telecommunications market.

Quantitative questionnaire
1. Age?
a) Less than 25 b) 26-30 c) 31-40 d) 41 and above
2. Your Gender?
a) Male
b) Female
3. What is your education qualification?
a) Master’s Degree
b) Bachelor’s Degree
C) Honour’s Degree
d) Diploma Degree
4. What is your marital status?
a) Married
b) Single
c) Separated
d) Widowed
5. Years of use of MTN services?
a) Less than a year

b) 1-2 years
c) 2-5 years
d) More than 5 years
Questions on brand awareness
5. How far do you agree that MTN leverages the web effectively?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree
6. How far do you agree that MTN uses social authority to establish themselves excellently?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree
7. How far do you agree that MTN uses traditional advertising successfully?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree
8. How far do you agree that MTN uses sponsoring events efficiently?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree
9. How far do you agree that MTN uses product placement effectively?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree
10. How far do you agree that MTN uses digital marketing effectively?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree
11. How far do you agree that MTN excels at providing best service to their consumers?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree

12. How far do you agree that MTN’s is simple, consistent and effective?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree
Questions on consumer loyalty
13. How far do you agree that consumers trust MTN as a brand?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree
14. How far do you agree that MTN has developed a respectable corporate reputation?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree
15. How far do you agree that opinion of the peer group affects the opinion of the
consumers in choosing MTN?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree
16. How far do you agree that recall of the advertisements is effective in MTN?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree
17. How far do you agree that employee appearance and service delivery affect the
consumer buying behaviour in MTN?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree
18. How far do you agree that you make repeat purchase of the products and services
offered by MTN?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree

19. How far do you agree that you are loyal to MTN?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree
20. How far do you agree that you are satisfied with services and products offered by
MTN?
a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree
Qualitative questionnaire
1. What is the significance of brand awareness in the organization?
2. How much does the company focus on branding? Why?
3. What are the different aspects of branding?
4. What are the different elements of consumer loyalty?

5. What is the impact of brand awareness on consumer loyalty?