THE EFFECTS OF ADVERTISING ON CONSUMER BRAND PREFERENCE FOR BEVERAGES IN ABIA STATE.

ABSTRACT

This study focuses on the effects of advertising on consumer brand preference for beverages in Abia state.      A purposive and random technique was adopted for the study. Two (2) urban areas and one (1) semi-urban area were selected in a purposive manner. The two urban areas selected include Umuahia and Aba. The semi urban areas selected for this study include Isuikwuato. 50beverage drinks consumers were randomly chosen from each of the two urban areas, while 30 beverage drinks consumers were chosen from the semi-urban area. A total of 130 questionnaires were sent out and 120 were fully answered and returned. Questionnaires were used for data collection. Data analysis was done using statistical tools such as: frequencies, percentage table and one sample chi-square. The result shows that different advertising media appeal to the consumers and has significant brand preference. Also advertising affects consumer preference for beverages.

                                                   CHAPTER ONE

1.0 INTRODUCTION

1.1 Background Of The Study

          The importance of sales on business survival and connection between customers and sales, it is expedient for organizations to engage in programmes that can influence consumer’s decision to purchase its products (Arens 1996). advertising is a subset of the 4P’S in the marketing mix i.e. product, price, place and promotion. As a promotional strategy, advertising serves as a major tool in creating product awareness and condition the mind of a potential consumer to take eventual purchase decision (Adekoya, 2011). Marketer’s survival depends on consumer satisfaction, Consumer satisfaction depends on the perception and brand preference, also advertising play’s a major role. Nearly everyone in the modern world influences to some degree by advertising (Wannoff, 1997). Organizations in both public and private sectors have learned that the ability to communicate effectively and efficiently with their target audience is important to their success (Kotler, 1988).

In today’s world, there are a myriad of media outlets print, radio and television are competing for consumer attention (Taiwo, 2005). There are number of creative and attractive advertisement we can see and hear in television, radio, newspapers and in magazine (APCON, 2011). However, the main thing here is that, the marketers want to identify the influence of advertising on consumer brand preference.

1.2  Statement Of The Problem

          Advertising is an intensive promotional marketing activity which helps to ensure repeat purchase. Over the years, organizations have witnessed decrease or decline in the sales of a product as a result of inadequacies emanating from poor media selection, price, product quality and competition (Adekoya 2011)

The major problem of this study therefore, is to determine `the extent advertising can influence or effect consumer brand preference`. It is essential for marketers to find out the extent to which advertising create positive change in preferring the brand of the company.

1.3 Research Question

i. Does advertising have influence on consumer buying behaviour?

ii. Does regular advertising campaign increase brand patronage?

iii. Does advertising influence consumer purchase for beverages?

1.4 Objective Of The Study

      The broad objective of this study is to examine the effect of  advertising on consumer brand preference for beverages in Abia state Nigeria. Specifically, the study has the following objective as to;

i. Describe the socio-economic characteristic of the respondent

ii. Examine the types of advertisement that appeal to them

iii.  Examining the effect of advertising on brand preference for beverages in the study area

iv. Make recommendation based on the findings.

1.5  Research Hypothesis

For the purpose of this research, the following hypothesis will be tested:

i. H_o1; Advertisement has no significant effect on consumer preference for beverages.

ii. H_o2; The media used for advertising beverages in Abia state have no positive effect on consumer response to advertisement

1.6 Significance Of The Study

This study will hopefully be of great assistance to the marketing department of non-alcoholic beverage company’s. It will be a practical guide in retaining their market share.

Furthermore, the study will demonstrate that advertising remains a variable and indispensable tool in respect of consumer brand preference of a product over another.

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