the impact of product on the company’s notoriety and...

NGOMAH LE TEMPS Décide Amour Prestige and Qin Yuanjian, International Journal of Research in Management,

Economics and Commerce, ISSN 2250-057X, Impact Factor: 6.384, Volume 09 Issue 4, April 2019, 7-29

http://indusedu.org Page 17

This work is licensed under a Creative Commons Attribution 4.0 International License

The Impact of Product on the Company’s

Notoriety and turnover: Case of Airtel

Money on Airtel-Congo Company in the

Congolese Mobile Phone Market

NGOMAH LE TEMPS Décide Amour Prestige1 and Qin Yuanjian

2

1(School of Management, Wuhan University of Technology, P.R. China, 430070, No. 2803, Building 4,

Hongshan District home, Nanhu New Town, Wuhan City) 2(School of Management, Wuhan University of Technology, P.R. China, 430070, No. 147 Luoshinan Road,

Hongshan, Wuhan, Hubei, China, 430070)

Abstract: This book reviews a sharp analysis of the impact of products on the growth of the enterprise in

general. It examines in particular: the influence and positive contribution of the Airtel money product over the

reputation and the turnover of Airtel Congo. To measure the impact of this product on the brand image and the

development of its manufacturer (Airtel Congo), an analytical and comparative study was made between the

Airtel Money product and the other products of Airtel Congo. In addition, a comparison with the similar

product of the competition namely MTN Mobile Money (MMM) was done. A comparative approach focusing on

PCA (Principal Component Analysis) with the help of the Excel software, where Airtel money was used to

measure the notoriety or reputation of the Airtel Congo Company, was applied to affirm the hypotheses and

solve the problem of this study.

Keywords: Impact, Airtel money, Reputation, Turnover, Mobile telephony, Market.

I. INTRODUCTION Since the abysses of the times, it is undeniably recognized in any market that the product constitutes

the element that unites the manufacturer (company) and the consumer (the buyer). In this perspective, marketing

researchers have gone so far as to define the market as the place where supply and demand meet (Claude

Demeure, 2008) [1]

. For Lendrevie, Lévy and Lindon (2009) [2]

, a market is perceived as a space where supply

and demand meet, and every supply in a market is a product. Indeed, if the product is the basis or the origin of

the meeting between the offer and the applicant, this implies that it has an important and indispensable feature in

this relationship. It seems to be the central element, even the keystone in the relationship between the company

and its customers (Yvan Valsecchi, 2009) [3]

. Thus, there is a certain complexity to the extent that, the company

in manufacturing its product ultimately aims at profit.

However, consumers on their side, wanting perfect satisfaction in the consumption of products, become

more and more exigent towards the suppliers. This leads many companies to place emphasis on the quality of

the product to be introduced into the market. In this perspective, Yvan Valsecchi (2009) [3]

states: “The

consumer prefers the product that offers better performance”. For Don Junior Ngomah [4] [5]

, the company must

therefore focus on improving the quality of its production first. Airtel Congo, which is in a so-called competitive

market, is directly concerned by this reality.

As a result, the company undertakes profound reflections in the manufacture of its products in order to

completely satisfy its customers. But, the satisfaction of the customer in the consumption of the product of his

choice leads without any doubt to the reputation of the product and the company which manufactured it;

satisfaction stimulates consumers to the act of purchase, hence the growth of the turnover. With the respective

financial expansions of 500,000; 1000,100, 1100800, 1200000, 1350000 consumers from 2012 to 2016 (see

table 1) [6]

, Airtel money became the lead product of Airtel Congo, a concept defined by Michael E. Poter,

(1998)[7]

as a product with a strong contribution in a still growing market or a product with an interesting

development potential for the company.

Significance

This research will enable companies in general, and Airtel Congo in particular, to place particular

emphasis on the quality and innovation of their products. Nowadays, many companies in competitive markets

prefer to focus their management and marketing on promotion (communication), distribution (Place) and cost

(Price), and seem to neglect the product factor or even product design. This lack of attention and care in the

design, implementation of a product or service results in many companies failing in their business, regardless of

the market in which they operate (monopoly or competitive market). This study clearly shows that the Airtel

Money product of the international Airtel group is a very strategic product and a great added value both for the


Economics and Commerce, ISSN 2250-057X, Impact Factor: 6.384, Volume 09 Issue 4, April 2019, Page 17-29



brand image and the growth of the group's turnover in general and for Airtel-Congo in particular. In this

research, we want to show the importance of the "Product" strategy for the health, well-being and life of

companies. The growth of the above-mentioned figures shows how the Airtel-Money product has changed the

image and financial situation of Airtel in Congo Brazzaville. So any company of any kind is supposed to

consider the product element as the epicenter of all its activities. It is the design, quality and performance of a

product or service that will determine the future of the company. In this perspective, a new approach represented

schematically through figures explains the orientation of our research. It is the dazzling success of this product

on the Congolese market of mobile telephony that leads us to conduct this study focused on the following

objectives.

General objective

Analyze the impact of products on the growth and image of companies.

Specific objectives

Examine the influence and contribution of the product Airtel money on the turnover and the

expertise of the company Airtel Congo.

Evaluate the place and reputation of the Airtel money on the Congolese market of the mobile

telephony compared to the other products of Airtel Congo and compare its sales force or its

level of consumption over competing products.

Problem statement

What is the impact of products on the growth and image of a company?

What is Airtel Money's contribution to the growth of the turnover and the notoriety of Airtel

Congo?

What is the place of Airtel Money compared to the competing products and other products of

Airtel Congo?

Assumptions

The good quality of products (goods and services) of a company can be an added value on the

performance, growth and brand image of the company.

Airtel money can be a vector that effectively contributes to the growth of Airtel's reputation

and turnover in the market of mobile telephony in Congo Brazzaville.

The level of consumption of the Airtel Money product can explain its leadership on the other

Airtel products and the competing products from other companies.

II. RESEARCH METHODOLOGY In order to carry on this study, we mainly used three methods: the analytical technique, the survey

technique and the documentary technique. These techniques helped us to collect, analyze and interpret the data.

In fact, we observed the Congolese market of mobile telephony, consulted some documents dealing directly or

indirectly with certain aspects of our research. The different information collected helped us to solve the

problems encountered and assumptions of our study.

Reasearch

Methology

Qualitative

MethodAnalytical technique

Quantitative

MethodSurvey Technique

Results and

Conclusion

Fig. 1 Research methodology

III. LITERATURE REVIEW The impact of the product on the performance and turnover of the company

It is naturally recognized that Man is a being filled with needs of all kinds and / or all types. This is

what Abraham Maslow[8]

tries to represent schematically by a pyramidal figure describing clearly and gradually





the different needs to which man is devoted, among which: physiological needs, security needs, Social needs,

Ego needs, Self-actualization (confers the following diagram):

Figure 1 Needs Pyramid (Abraham Maslow)

Logically, when a person feels a need of some kind, he or she would like to achieve the satisfaction of

that need. This satisfaction leads her freely to have her preferences and make her choices. This makes this

person more and more demanding. This truth where the person who wants to satisfy his needs while being

demanding is highly noticeable in the relationship between a company and its customer. In this perspective,

Yvan Valsecchi (2009)[3]

states: The consumer prefers the product that offers better performance. Thus, the

company must therefore focus on improving the quality of its production. For him, a company that wants to

market its production effectively is supposed to place particular emphasis on the quality of its product. In this

sense, we want to understand through a literary review the place and influence of a product on the image and

growth of a company.

Several authors have written on this subject, and think that the growth of a company depends on the

quality of the product that this company makes available to its customers with the objective of matching the

product to the expectation (need) and/or to the Satisfaction of its consumers. Others also think that the quality of

a product is not enough to excite or drive a customer to the deed of purchase and boost the sales of it (product);

but in addition to product quality, adequate marketing strategies must be put in place to instill in consumers'

minds a certain image of the product.

Thus, to justify the dominance of the product in the life or image of a company, Lendrevie, Lévi and

Lindon (2009) [2]

state that marketing should not only be concerned with the marketing and communication of an

offer, but also and firstly contribute to the conception of an offer capable to meet the expectations of customers.

For them, the conception of an offer (product) is of nodal importance, because the product represents the key

element of the company. It is appropriate to place special emphasis on its manufacture or design. Indeed, a good

offer to customers is a universal key capable of opening all the doors of success and / or success of a company

that markets it. It is true that without the other elements such as communication, advertising and distribution, the

product cannot be known by itself or have any notoriety; however, it remains unmistakably the masterpiece of

the enterprise without which one cannot really speak of a business or its existence.

According to Claude Demeure (2008)[1]

, among the components of the marketing mix, the product is

certainly the most important for the consumer, since it represents what he (consumer) wants to acquire. For the

company, it (component = product) is the materialization of the marketing strategy and the work done by the

employees. Here, Demeure lets know that the product is the base or the very foundation of a business; that is the

purpose of the company. We cannot talk about a company if it is not intended to put its product (good or

service) at the disposal of its potential or current customers. In this same order of ideas, it increases by

instructing: to study a market and to make a prospective study are indispensable in the process of sale of a

product; However, the quality and positioning of a product is an undeniable and indisputable asset that promotes

the sale of the product and therefore strengthens the profits of the company that sells it. All in all, he clearly

shows the important place that the product factor occupies in the image and the profitability of the company.

Brenneman R. (2001)[9]

, whose comments support previous authors, states that the company is in a position of

weakness when it does not offer its customers the product that meets their expectations. Many companies fail

because they do not put a particular emphasis on the product they market. In fact, any company whatsoever,

must put a specific focus on the first “P” (Product) if it wants to increase its sales and turnover or if it wants to

create, improve and strengthen its brand image; That is, its notoriety or reputation. According to him, the sales

force of goods and services begins with the quality of these before touching other strategies. Ngomah Le Temps

Security Needs

Self Actualization

Ego Needs

Social Needs

Biological/Physiological Needs





Décide AP (2012)[10]

quoted by Ngomah Madgil D (2016)[4]

in the same perspective as Brenneman R. (2001),

adds: the efficiency and performance of a company goes first by the quality and presentation of his product

before addressing other commercial marketing variables such as promotion, distribution... For him, it is not

enough to make professionally stressed communications when one is aware that his product does not meet

expectations and or the requirements of its current or potential customers.

J.M Lauginie (1987)[11]

talks about the strategies involved in the sale of products, but focuses on the

product itself. According to him, the product is the key element or the epicenter of any marketing process. In

truth, a company that wants to be transcendent and effective; insightful and efficient will have to present to its

public a better production than that of its competitors. This is what the Airtel-Congo Company is trying to

highlight with its new product Airtel Money.

Link between product quality and company performance

Hajer Zorgati and Lassaad Lakhal [12]

want to explain the link between the quality of the product and

the financial performance of the company stipulate: the economic environment has completely changed. So

companies nowadays have to differentiate themselves if they want to prosper and survive. As a result, the

implementation of quality management is an alternative to ensure the company's continuity in an increasingly

changing environment. The introduction of quality management will result in improved product quality. Indeed,

there is a positive and close relationship between product quality and the performance of the company that

markets it ¨ Adam et al. (1997), Forker et al., (1996), Maani et al., (1994), Lakhal and Pasin, (2008), Nilsson et

al., (2001), Buzzel and Weirsema (1981), Curkovic et al., (2000), For them, it is the central piece that promotes

the company's growth and even reputation.[13, 14, 15, 16, 17, 18, 19]

As part of their research on "Profit Impact of Market Strategy (PIMS)" Buzzel and Weirsema (1981) [18]

support the idea of a positive relationship between the quality of the product and the financial performance of

the company that sells it. The analysis of Forker et al.(1996) [14]

and Curkovic et al.(1999) [19]

put in place the

existence of a positive relationship between quality and growth of the company's turnover. In the same

perspective, the empirical study of Maani et al.(1994) [15]

shows the presence of a weak relationship between

product quality and financial performance, but statistically significant. In fact, this study by Maani et al.(1994)

[15]can be considered as one of the most comprehensive empirical studies that investigates the relationship

between product and turnover performance and company awareness. The study by Forker et al.(1996)[14]

focused

on the furniture industry to study the relationship between quality dimensions and financial performance. The

purpose of this study was to research the product's contribution to the performance of its business.

Adam et al.(1997)[13]

conducting an international study of 977 firms located in Asia, Europe and North

America to study the contribution of products and their effects on business performance and growth, show that

innovation in product design significantly improves company sales and can give them a positive reputation with

customers in a mainly competitive market. The truth is that when a company's sales increase, it directly or

implicitly explains the increase in that company's turnover.

The research of Curkovic et al.(1999) [19]

focused on the principal component analysis show that two

factors are significantly involved in the evolution of the company: the quality of the product that groups together

(compliance with specifications, product reliability, product durability and quality of the design) and the quality

of the service that brings together (product support, pre-sales service and customer sensitivity).The results show

that both factors: product quality and quality of service contribute to performance.

Of all the foregoing, it should be noted that the product is a key and indispensable element in the

growth of the company in all its forms: turnover growth, increase of customers, and positive brand image with

Consumers. We already understand that the company Airtel Congo has entered this strategic angle by making

available to its customers the product Airtel Money, which could have a positive impact on its turnover and its

notoriety on the Congolese market for mobile telephony where competition is of great magnitude.

On the other hand, as regards Erick Munung (2004) [20]

, the commercial performance and reputation of

a company consist not only in the development of a product, the choice of a price and a distribution method, but

also and above all in the communication (promotion) to which it will be subjected. Indeed, to go beyond

spontaneous sales, the company must design and transmit information to its customers, suppliers, retailers and

the various stakeholders that make up its business environment. For him, it is true that the product is an essential

vector within a company, however, the product actually takes its value or meaning only when it is bought and

consumed by a customer.

However, the customer cannot access the consumption of the product without it (the product) being

communicable. That is to say, the product is actually produced only if its manufacturer takes care to proceed

with advertising or commercial communication of said product. It therefore evokes the communicative value in

the process of the sales force and /or the reputation of the product. In addition, no product whatever its quality,

its packaging can be considered or give the reputation to its manufacturer if it is not previously the subject of a

communication. In their publication entitled Marketing Management 14th Edition, Philip Kotler, Kevin Keller,

Delphine Manceau (2012) [21]

defined the "strategy promotion" of a company in its generality. For them, the

promotion (communication) on the sale of the product is a pillar or even an indispensable vector in the





marketing of products, on their reputation, and on the reputation of their companies. Indeed, a company that

wants to strengthen its sales performance, must to put a special emphasis on its promotional policy. A product

can be of good quality, respectively by its packaging and/or its positioning, but, if the company that sells it does

not highlight good promotional strategies or communication, it will not make a great success.

Madgil Don Junior Stenay NGOMAH (2016)[4]

, making an addendum to Kotler's remarks, explains

that the knowledge, impact and notoriety (reputation) of a product takes flight if not its meaning only thanks to

the other elements of marketing mix ( Price-Promotion-Place) without which it (product) is irrelevant or

valuable. Simply because its value and meaning derive from the other elements. For him, the brand image, the

impact and even the growth of a product necessarily passes through complicity or even the product-price-Place-

Promotion interdependence. Pierre Chandon and Gilles Laurent (1998) [22]

, state that promotion or

communication is to give an additional benefit, in order to obtain a rapid but temporary increase in sales. By

making an enhanced commercial communication on its product, the company derives many advantages: an

immediate effect on customers, an opportunity to target the place and the means to hinder competitors.

IV. PRODUCT CONCEPT ANALYSIS In a simple way, the product concept is defined as a good or service offered in a market by a

manufacturer and/or a company in order to satisfy the needs of the consumers. According to Philip Kotler,

Kevin Keller and Delphine Manceau (2012) [21]

, product is anything that can be offered in a market in order to

satisfy a need. A product can be a tangible good, a service, an experience, an event, a place, a person, an

organization, an idea ... For Lendrevie, Levy and Lindon (2009) [2]

, the product is a good manufactured and

marketed by a company. They add that the product is not necessarily a tangible or material good, but it can also

have an intangible character, qualified or called service. An insurance contract is a product, as well as a banking

service, a hotel night, air transport, a radio show or a telephone subscription. Therefore, Airtel Money service

can be called product.

Moreover, it should be noted that function of a company is based on its product. It is the means by

which the enterprise generates its growth and profits. This demonstrates how much the product occupies a

preponderant place in the wealth manufacturing process or added values within organizations (companies).

Without wanting to put aside the other policies or elements of Jerome McCarthy's theory (1960) [23]

, namely:

price, place and promotion, we simply mean that the product is the culminating, focal, and departure point or the

“A” point, meaning that it is undeniably recognized by all the theorists and experts in marketing-management

that one cannot talk about price, place, sales and communication strategies without creating or having a project

of manufacturing any product. Otherwise, the other elements are useless. Product is actually the starting point, it

is through it and because of it a company can afford to fix the other strategies: price, place and promotion. Since

it is one of the key elements, if not the key element of the company, it is crucial to take care of its manufacturing

to ensure that the other elements (price-place-promotion) accompany it positively.

Figure 2Product, the first step of strategy

The diagram above reflects the idea that before it comes to business strategies, growth, results and

profits, everything starts with the product first.

Analysis of the Product-Company Relationship (Indissoluble link, umbilical cord)

Z (Objectives) A (Product)





This figure clearly shows the relationship between the company and the product. Indeed, one cannot

speak of a product without mentioning its company or its manufacturer, as one cannot speak of the company

without necessarily talking about its fruit, its works, and its production: "Its product". The diagram above

explains the inseparable, indissoluble connection of a product with its company or its manufacturer. It is in this

perspective that we have characterized this interdependence as "umbilical cord", borrowing from the biological

language, which explains how a fetus is bound with the mother who carries it.

This reality is also explained in the field of business or business management. The figure also shows

that without the product, one cannot mention the other "P" of McCarthy's theory "The Theory of the 4p", i.e. the

price, the place and the promotion. The figure also shows to a certain extent that the growth, the increase in

turnover and the reputation of the company cannot take place without the product. In this sense, our analysis

supports the hypothesis of Lendrevie et al (2009) [2]

which states: Product policy is generally one of the main

components of a marketing strategy.

V. PRODUCT DESCRIPTION AND DATA ANALYSIS Description of the Airtel Money Product

Airtel Money is a service that allows you to make money transactions from your phone. It is an

electronic wallet and promotes the following operations: payment of invoices, receipt and sending of money,

cash deposits, withdrawals, credit purchase for you or third parties, acquiring telephone fixed fee on calls,

messages and Internet, do transactions to or from your bank account (BGFI Bank etc. ...)

Product Life Cycle (Airtel Money)

The life cycle of a product can be defined as the analysis of the major stages of its life, from conception

to the final decision to withdraw it from the market (Claude Demeure, 2008). The life cycle of a product is

represented by curves called life curves: it is the dynamic representation of its life, the evolution of potential

demand over time. Each phase is characterized by its growth rate, sales, profitability, debt, degree of

development, market development speed, strategies adopted for each element of the mix.

Figure 4: Life Cycle of Airtel Money

Source: Author

The chart above summarizes the life cycle of the Airtel Money product in a personalized way. It

focuses on three main stages: launch, growth and maturity. Indeed, the green dot explains the launch phase of

this product, in 2012. In addition, the yellow point defines the phase of growth between 2013 and 2014. Which

means the phase in which the Airtel money product began to experience its expansion, its exponential

development in a concurrently stuck environment. Finally, the red dot explains the age of maturity of the

product, a step in which Airtel money has achieved its stability, in terms of performance, quality and sales.

However, the graph clearly indicates that the Airtel money product is not yet in decline, because Lendrevie

(2009) [2]

, defines and explains the decline phase as a stage in which the product is overtaken by new

innovations where sales are inexorably falling, the data in our possession accurately explain stability, efficiency

and leadership of this product. Hence, there is the absence of the so-called decline stage on our graph.

Moreover, since the dimensions of the three points (balls) explaining the three stages of the life of the

Airtel money product are not the same, this implies that the degree or the volume of each point respectively

Product Life Cycle Airtel Money from 2012 to 2016

2016

2012





expresses the evolution and the " Impact of the product within the market and within its company. Thus, it

should be noted that when a company or manufacturer launches any product, it expects to see the growth and

maturity of it that is its most ardent purpose. However, growth and maturity can be seen when the product has

relatively high sales, acquires a certain brand image (notoriety, success) in its competition market, gains

considerable market share and imposes its leadership among many other Products whether in direct or indirect

competition.

VI. DISCUSSION AND RESULTS (1) Analysis of Competition

When you talk about competition, you immediately see a competition between one company and

another, producing the same or almost the same products and selling them on the same market. One can also

note the competition between the products of the same company, which leads us to use the term "internal

competition". Thus, in the context of our study, we will first analyze the internal competition that we have

already defined as the competition between the Airtel Money product and the other products of Airtel Congo.

This will enable us to measure the impact, the place Airtel money occupies within the company, its contribution

to the turnover and brand image of the company. We will then discuss the external competition between Airtel

money and the similar products of competitors like MTN Congo with for product MTN mobile money.

Internal Competition and Principal Component Analysis (PCA)

As the title suggests, internal competition explains the internal challenge, which means the competition

or the battle between the products of the same company. Here, we analyze the sales force of each product while

comparing it with the product under consideration (Airtel money), to finally deduce the place it occupies within

the company and know what is its contribution to the Airtel Congo turnover.

Fig. 5 Competition between Airtel Money and the other products of Airtel Congo

The data shown above in graphic is the representation of the evolution or the level of sale and

consumption of the products of Airtel Congo. After a statistical analysis by Excel, it is clear that the product

Airtel Money occupies the first place with 20% of consumption level out of 100. Next comes Airtel 10, Airtel

Mapassa, SMS in Gold, Tozo Nyata, Swa rescue, Airtel zik, Lupemba Na Airtel, Airtel Dico with respectively

17%, 13%, 13%, 10%, 10%, 7%, 7%, 3% sales and contribution to the turnover of Airtel Congo. From this

perspective, it should be said that Airtel Money is considered to be among the products analyzed above as the

leader, the product that contributes the most to the revenue and reputation of Airtel Congo, except traditional

services: calls, messages that require the daily purchase of credits (units) from users.

External Competition (Airtel Money vs. MTN Mobile Money)

Table 1 Comparative analysis between Airtel Money and MTN Mobile Money

Consommateurs Années

Niveau de

consommation

Produits 2012 2013 2014 2015 2016

Airtel Money 500000 1000100 1100800 1200000 1350000

MTN Mobile Money 600000 700000 650000 710000 790000

Total 1100000 1700100 1750800 1910000 2140000

Note Source: Operator, Author and ARPCE





Fig. 5 Level of the consumption between Airtel Money and MTN Mobile Money

Note Source: Author and ARPCE

This figure gives a clear and detailed representation the results of our analysis on the level of

consumption of the competing products, Airtel Money and MTN Mobile Money, on Congolese mobile market,

whose manufacturers are respectively Airtel Congo and MTN Congo.

The first curve from top to bottom indicates the total number of consumers of these two products on the

mobile phone market in Congo Brazzaville, starting from 2012 in 2016. This curve shows clearly that

consumption is increasing and/or evolving. With a figure of 110000 of consumers at the start, precisely

in 2012, we note after 2012 a growth of the number of consumers from 1700100, 1750800, 1910000, to

2140000 respectively.

The second and third curves explain the level of growth of each product over the years. Our data and

analysis show that in 2012 the MTN Mobile Money product occupied the first place ahead of Airtel

money with 100,000 more consumers. Which means that MMM had got 600,000 loyal consumers and

Airtel had 500,000. However, from 2013 until 2016, Airtel Money has taken over MTN Mobile Money

in terms of consumers and impact on their competitive environment. Airtel Money therefore retains the

leadership. To this end, it should be stressed out that this dominance or growth of consumers

undoubtedly influences the turnover of Airtel Congo. Simply because the more this product is

marketed, the more the company wins; meaning that it makes profit.

The fourth curve simply places the two products in time (years). This curve allows know the

chronological evolution of their life cycle (manufacture, growth and maturity ...).

(2)Analysis of customer behaviour and brand image of Airtel Congo

Analysis and result of the survey on Airtel Money consumption in Congo/ City by City

In order to understand and measure the strategic environment of Airtel Congo where its new products can easily

be marketed, and where the Airtel Money product is the most consumed, we conducted a survey with customers

of Airtel Congo in the three capital cities of Congo Brazzaville, namely: Brazzaville, Pointe-Noire and Dolisie.

This survey also allowed us to have a broad idea on the brand image (notoriety) of Airtel Congo compared to its

product Airtel Money and in relation to its commercial strategies within the Congolese market of mobile

telephony. The sample of our survey is very considerable for a research of this magnitude. Indeed, we

interviewed 8500 customers of the company Airtel Congo about the product Airtel. We also sought to measure

customer appreciation of the company Airtel and its product "Airtel Money".

Airtel Money users in Brazzaville

Table 2 Brazzaville city customer’s survey

District Names YES NO

District 1 Makélékélé 177 323

District 2 Bacongo 412 88

District 3 Poto-poto 401 99

District 4 Moungali 305 195

District 5 Ouenzé 425 75

District 6 Talangaï 290 210

District 7 M’filou 325 175

District 8 Madibou 100 400

District 9 Djiri 70 430

Total 2505 1995

Note Source: Author





Fig. 7 Analysis and Results of the Airtel Money Consumer Rate Survey in Congo City of Brazzaville

Fig.8Analysis and results of the Airtel Money consumer survey in Congo City of Brazzaville





Our investigations in Brazzaville city were carried out in the 9 districts. These surveys show that out of

4500 subscribers of Airtel Congo interviewed in Brazzaville (see sample of our survey for Brazzaville), or 500

people per municipality (district), 2505 subscribers are consumers of the "Airtel Money" product. This figure

opposes 1995 customers of the company Airtel who do not consume product "Airtel Money". Compared to our

sample, our analyses clearly show that the subscribers of the company Airtel Congo in the city of Brazzaville

mainly use Airtel Money. However the figure of 1995 non-consumer customers of Airtel Money is not

negligible for a company that wants to make profits and gain market leadership.

Airtel Money users in Pointe-Noire

In Pointe-Noire, we interviewed 3,000 people (Mobile phone users, and Airtel Congo customers).

Pointe-Noire has a total of 6 communes, which gives a distribution of 500 people per district. The following

results and analysis show the impact of Airtel Money in terms of consumption on the city of Pointe-Noire, the

economic capital of Congo.

Table 3 PN City customer’s survey

District Names YES NO

District 1 Lumumba. 475 25

District 2 Mvoumvou. 250 250

District 3 Tié-tié 207 293

District 4 Loandjili. 320 180

District 5 Mongo-Mpoukou 450 50

District 6 Ngoyo 425 75

Total 2127 873

Note Source: Author

District 1 Lumumba.

11%District 2 Mvoumvou.

6%

District 3 Tié-tié

5%

District 4

Loandjili.

7%

District 5 Mongo-

Mpoukou.

11%

District 6 Ngoyo.

10%

Total

50%

YES

District 1

Lumumba.

District 2

Mvoumvou.


District 4 Loandjili.

District 5 Mongo-

Mpoukou.

District 6 Ngoyo.

Total

District 1 Lumumba.

2%

District 2 Mvoumvou.

14%


17%

District 4

Loandjili.…

District 5 Mongo-

Mpoukou.

3%

District 6 Ngoyo.

4%

Total

50%

NO

District 1 Lumumba.

District 2 Mvoumvou.


District 4 Loandjili.

District 5 Mongo-

Mpoukou.District 6 Ngoyo.

Total

Figure 9 Analysis of the Airtel Money consumer rate survey in Congo Pointe-Noire City

From the foregoing, the "Yes" largely overtakes the "No" with a percentage of 70.9%, respectively,

against 29.1%. (Yes Vs. No). Starting from this observation, we can therefore say that the customers of Airtel





Congo of the city of Pointe Noire are greatly consumers of the product Airtel Money. Indeed, out of 3000

people interviewed, 2127 use Airtel Money. This figure is opposed to 873 respondents who do not use Airtel

Money on 3000 people. Based on this finding, it should be said that the city of Pointe-Noire is a strategically

and commercial city for the company Airtel Congo.

This habit among the Pointe-Noire population to use Airtel Money can explain on the one hand the

commercial, marketing or communication performance of the company Airtel Congo; and on the other hand the

evolution of the Congolese market of mobile telephony in terms of TICs and technological innovation. Speech

taken in this direction, Philip Kotler, (2012) said that before a product is sold, you have to find a customer, and

before a customer is found, you have to put in place major communication strategies, and finally, before the

customer buys the does not buy the product, it must be convinced of the quality of the product. So, if the

population of Pointe-Noire (Airtel Congo customer) is interested in Airtel Money as their favorite product, it is

to say that this product has a positive brand image with this population and therefore, gives its company a

certain notoriety and the increase of its turnover

Airtel Money users in Dolisie

In Dolisie, 1000 Airtel Congo Customers were interviewed, i.e. 500 people per municipality. It should

be remembered that Dolisie has two municipalities: Plateaux and Tsila.

Table 4 Airtel Money users in Dolisie

District Names Yes No

District 1 Plateaux 175 325

District 2 Tsila 55 445

Total 230 770

38%

12%

50%230

YES

District 1 Plateaux

District 2 Tsila

Total

21%

29%

50%770

NO

District 1 Plateaux

District 2 Tsila

Total

Fig. 10 Analysis of the survey of the Airtel Money consumer rate in Congo City of Dolisie

The results of this analysis show that out of a total of 1000 people interviewed in DOLISIE (two

districts), 230 customers of the company Airtel Congo use Airtel Money, against 770 who do not use it; A

percentage of 23% of "yes" versus 77% of "no":

For the "yes", the results show that the Plateau district has more subscribers who use the product

"Airtel Money" compared to the TSILA district which has had until then only 230 consumer

subscribers of the product.

For the "No", the results place the district of TSILA in the first position with 39% of customers who do

not use "Airtel Money".





In short, we can deduce that for Dolisie and its two districts, Airtel Congo customers do not use the

Airtel Money service for the most part. This implies that the people of this city do not give a good appreciation

either to Airtel Congo or directly to its product, Airtel Money.

This analysis on the city of Dolisie leads us to examine another point still on the behavior of Consumers; but

this time, we are studying the behavior of Airtel Congo customers on their intention on using Airtel Money,

(3) Consumer Behavior Analysis of the Potential Consumers of the Airtel Money Product

It should be remembered that Airtel Congo customers who do not use the Airtel Money service are

potential consumers of this product with whom Airtel Congo can campaign to win them. Our questionnaire also

included a series of questions that allowed us to know the intention of non-consumers of the Airtel Money

product. The following table shows the data from this survey

Table 5 Reputation of Airtel Congo related to its product Airtel Money

Cities Positive Negative

Brazzaville 3850 650

Pointe-Noire 2074 926

Dolisie 499 501

Total 6423 2077

Sources : Auteur

Fig. 11 Reputation of Airtel Congo related to its product Airtel Money

The Table and figure mentioned above simply explain the reputation of the company Airtel Congo

related to its products in general, related to Airtel Money in particular. The results of our survey clearly show

that the company Airtel Congo by its product Airtel Money requires a very positive brand image, which image

is justified by the figures showing the level of appreciation by the customers. Indeed, of 8500 people (clients of

Airtel Congo) interviewed, 6423 customers of Airtel Congo give a positive appreciation of the company, but

also of its flagship product that is Airtel Money. This figure opposes 2077 customers who have a bad image of

the company Airtel. In Brazzaville, out of 4500 customers interviewed, 3850 give a good rating to the company

Airtel, thanks to its product Airtel Money which is a very strategic product for company; Against 650 only

subscribers who do not appreciate Airtel Congo.

As for Pointe Noire, out of 3000 customers surveyed, 2074 customers also give Airtel Congo a very

good rating, compared to its Airtel Money product, which is a first, and a new generation innovation for a

country like Congo Brazzaville, which is committed to being an emerging country by 2025. This figure is faced

with 926 customers who do not appreciate Airtel or its Airtel Money product. Although Airtel Congo has a good

reputation in this city, the number of customers who give it a negative image is very considerable (926

customers)

For Dolisie, out of 1000 customers surveyed, 499 give a positive image to Airtel Congo. However, 501

customers give a negative image to it (Airtel Congo). It must be said that for the City of Dolisie, the "Negative

Image" prevails over the "Positive Image".

All in all, the details of our analysis show that the product Airtel Money is a flagship product of Airtel

Congo which is a major contributor to the growth of its turnover and, Brazzaville is a strategic environment

where Airtel Congo can continue to focus its strategic energies of innovation.





VII. CONCLUSION To sum up, after analysis of our research data on the impact of Airtel money in relation to the growth,

image and turnover of Airtel Congo, it is clear that the "Airtel money" product contributes effectively to the

formation of the turnover with a rate of 20%. This makes it currently considered as the flagship product of Airtel

Congo. Faced with its direct competitor "MTN Mobile Money”, “Airtel money" leads widely the competition on

the product in terms of the level of consumption. It should be remembered that Airtel money and MMM are

similar products and are sold respectively by Airtel Congo and MTN Congo. The table and figures presented in

this study clearly show that except 2012 when MMM made a record of 600,000 consumers or customers against

500,000 for Airtel money. However, for the rest of the years, i.e. from 2013 until 2016, Airtel money won it all

with an exorbitant consumer score. Thus, it (Airtel Money) becomes master in front of its competitor and keeps

carefully, fiercely its leadership in the market. In addition, according to the classic figure of product lifecycle,

we note that Airtel Money is enjoying good growth although it has already reached the age or stage of maturity.

This exponential increase in the number of consumers has a huge influence not only on the reputation the

product itself but also on its manufacturer, Airtel Congo. The latter is becoming more and more famous, due to

the increased consumption of the product Airtel Money. This adds value to the turnover of its manufacturer.

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