Advertising and Business Prosperity of Telecommunication Companies in Kigali City Rwanda

ABSTRACT The purpose of this study was to determine the extent to which advertising affects prosperity of telecommunication companies in Kigali City. Therefore, the study was conducted to (I) to determine the profile of respondents, (ii) to determine the level of advertising, (iii) to determine the level of prosperity, (iv) to establish whether there is a significant difference in the level of advertising and prosperity, (v) to establish whether there is a significant relationship in the level of advertising and prosperity of telecommunication companies in Kigali City. The study employed a descriptive correlation design; data were collected from 133 respondents using self administered questionnaires as the key data collection instruments. Data were analyzed at univariate level using frequency counts and summary statistics and Pearson Linear Correlation coefficient at bi-variate level and the results revealed that advertising affects prosperity of telecommunication companies. From the above findings, conclusions and recommendations including those for further research were made. The study recommended that telecommunication companies should expose consistent advertisements in time and in place which is convenient to all people in the market and enhance quality service delivery. Telecommunication companies should invest in advertising to create brand awareness. They should also train marketing professionals for the growth the company. Policy makers should make good policies addressing use of telecommunication as a cheaper and most effective way of communicating. They should establish effective regulations for the telecommunications sector in Rwanda.