ABSTRACT
The research investigates the effect of advertising on consumer brand preference for selected noodle products in Abia state, Nigeria. The objective is to examine the effect of word of mouth on consumer brand preference for noodles. The researcher used the taro yahmah sample determination and primary data were adopted in getting the required information. In testing hypothesis descriptive statistics, regression analysis and correlation coefficients were used for the study. Data were obtained from 390 respondents of the selected noodles product in Aba and Umuhaia. However, the researcher found out that the effect of advertising on consumer brand preference for selected noodle products correlates positively that there is a strong direct relationship with advertising and brand preference. Therefore the researcher concludes that advertising plays major role in influencing consumers brand preference for noodles in the market place. Based on this findings, the researcher recommends that noodle manufacturers should know that there is need for organizations to continuously conduct research to effectively understand the demographical, behavioural and psychographic distributions/characteristics of their present and potential consumers. Also firms should be interested in choosing advertising medium that has a wider coverage and reachability considering the huge financial outlay involved in advertising.
TABLES OF CONTENTS
Tittle
page i
Declaration ii
Certification
iii
Dedication
iv
Acknowledgement v
Table
of Content vii
List
of Table x
Abstract xi
CHAPTER ONE
Introduction
1.1 Background
of the Study 1
1.2 Statement
of the Problem 3
1.3 Objectives
of the Study 4
1.4 Research
Questions 4
1.5 Research Hypotheses 5
1.6 Significance
of the Study 5
1.7 Scope
of the Study 6
1.8 Operational
Definition of Terms 7
CHAPTER TWO
Review of Related
Literature
2.1
Conceptual Framework 8
2.1.1
Definition of Advertising 8
2.1.2
History of Advertising in Nigeria 9
2.1.3
Advertising and Consumer Behaviour 11
2.1.4
Consumer Preference 13
2.1.5
The Concept of Advertising 13
2.1.6
Advertising and Promotion 15
2.1.7
Objectives/ Functions of Advertising 16
2.1.8
Benefits/Roles of Advertisement 18
2.1.9
Dimension of Advertising/Media 23
2.1.10
Types of Advertising/Media 23
2.1.11
History of Selected Noodles Company 23
2.2
theoretical framework 25
2.2.1
Cognitive Dissonance Theory 25
2.2.2
Diffusion of Innovative Theory 28
2.3
Empirical Studies 32
CHAPTER THREE
Research Methodology
3.1
Research Design 35
3.2
Area of Study 35
3.3
Population 36
3.4
Sample Size 36
3.5
Method of Data Collection 37
3.6
Method of Data Analysis 37
3.7
Model Specification 38
3.8
Validity Research Instrument 38
3.9
Reliability Research Instrument 39
CHAPTER FOUR
DATA PRESENTATION AND
ANALYSIS
Results
and Discussion
4.1
Most Preferred Brand of Noodles among the Consumers 40
4.2
The Advertising Medium that Influence Consumers Most 42
4.3
Effect of Word of Mouth Advertising on Consumer Brand Preference 43
4.4
Effect of Television, Radio, Newspaper, and Internet
Adverting
on Consumer Brand Preference 44
4.5
Effect of Celebrity Endorsement on Consumer Brand Preference 46
4.6
Relationship between Advertising and Consumer Brand Preference 47
CHAPTER FIVE
Summary, Conclusion,
Recommendation
5.1
Summary of Findings 49
5.2
Conclusion 50
5.3
Recommendation 51
REFERENCES
Appendix
LIST OF TABLES
4.1: Most preferred noodle brands 41
4.2: Most influential advertising medium 42
4.3: Regression analysis showing the effect of
word of mouth
advertising on consumers’ brand preference for noodles 43
4.4: Multiple Regression analysis showing the
effect of television, Radio, newspaper and internet
advertising on consumers’ brand Preference for Noodles 44
4.5: Simple Regression analysis showing the
effect of celebrity
endorsement on consumer brand preference for Noodles 46
4.6: Correlation coefficient table showing the
relation between
advertising and consumer brand preference for Noodles 47
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND
TO THE STUDY
It is an undisputed fact that people in Nigeria do not
just watch their favorite sports, film or serial, many are watching to see the
commercials. Regardless of how good a game is, there are usually a few adverts
that people talk about the next day. But one thing that people may not think
about is how trustworthy an advertisement may be and, at a higher level, how
much trust one can, or cannot, place in an industry's advertisements. The purpose of advertisement is to show
identity and individuality of the brand, and advertisement goal is to give the
brand a first class ticket throughout the life of it. (Akyol, 2010).
Advertising remind, liking, and correct brand
identification which are three metrics commonly used to assess the quality of
advertising, particularly once it has gone to air and is playing in the
competitive environment with viewers seeing it in their home environment.(Kate,2010).
Advertisers seek to increase consumer’s engagement with brands. However,
consumers vary in what they find engaging and as such, enhancing consumer
engagement has been a challenge. (Jeffrey,2011).
Advertising has to be updated according to
new trends in the world. (new technologies, changing markets, changing legal
frameworks etc.) But there are more challenges and trends that increase the
pressure on marketing and brand management (Thomas,2011). Brand image is
defined as the shape of a whole, well-known brand, items belonging to the
attitude towards it, and creates quality consumer brand perception. The most
important element that makes up this fact in the mind of the consumer is
advertisement. These are all in the mind of the consumer, (Janssens, 2005).
Brand personality is also affected by nearly everything associated with the
person including his or her neighborhood, friends, and activities just as the personality of a person,
(David, 1996). The personality of the brand can be created directly or
indirectly through advertising. To do so, human characteristics will be
transferred to the brand. Consumers perform the repurchase behavior in certain
brands if they are satisfied as a result of the trial or if they create a
personal commitment against them. This is because the consumer is looking for
beneficiaries and referrals and you can overlap the product image if it fits
the lifestyle of consumer (Müberra, 2012).
Advertising is a subset of promotion mix which
is one of the 4ps in the marketing mix i.e. product, price, place and
promotion. As a promotional strategy, advertising serve as a major tool in
creating product awareness and condition the mind of a potential consumer to
take eventual purchase decision. Every brand attempts to steal at least a fraction
of a person’s time to inform him or her of the amazing and different attributes
of the product at hand. The challenge of the marketer is to find a hook that
will hold the consumer’s attention. In helping to achieve this, use of
celebrity endorsers is a widely used marketing strategy.
1.2 Statement of the problem
Again, considering the fact that advertising
these days have become expensive, following sources of awareness, media used in
advertising, social influence it becomes imperative for manufacturers to look
for sources that will convey their message to the target audience. Consumer’s expectation
nowadays is highly demanding due to the increasingly advancing and shifting of
the environment. Over the years, Noodles Company has been using the mass media
as a channel for creating awareness for its product. The perception and
attitude of the consumer towards a particular advert could create positive
impact, confidence as well as trigger the purchase of product by the consumer.
It has been observed that most consumers of Noodles desire the product because
of its advert strategy and credibility. Looking at the rate of Noodles
competition in the market, this work seeks to know if commercial advert of the
proliferation of assorted brands of noddles food in the country has led to
shift competition for increase market share being interested among
manufacturers in the noddles industry. When competition is stiff and the
consumers are presented with different brand choice in the market, it then
becomes wise for manufactures to understand the major factors that can
influence and attract buyers to their brand. Then this forms the basis of
marketing plans and actions. Noodles are influenced by the purchase of the
product, looking at various competitions of
commercial adverts of Noodles in the market.
1.3 Objectives of the Study
The broad objective of this study will be to analyze the effect of
advertising on consumer brand preference, study of selected noodles product in
Abia State, Nigeria. The specific objectives will be to:
i.
examine the effect of word of mouth on consumer preference for noodles.
ii.
ascertain the influence of social media on consumer preference for
noodles
iii.
examine the influence of television and radio on consumer preference for Noodles.
iv.
ascertain the effect of information brochures newspaper and magazine on
consumer preference for noodles.
v.
determine the effect of celebrity endorsement on consumer preference for noodles.
vi.
determine the relationship between advertising and consumer brand preference.
1.4 Research Questions
This research will consider the following questions.
i.
To what extent does word of mouth affect consumer preference for noodles?
ii.
To what extent does social media platform affect consumer preference for
noodles?
iii.
To what extent does television and radio advertisement affect consumer
preference for noodles?
iv.
To what extent does newspapers and magazines affects consumer preference for noodles?
1.5
Research Hypotheses
This work will be anchored on the following
hypotheses.
i.
There is no significant relationship between word of the mouth and
consumer preference for noodles.
ii.
There is no significant relationship between social media advertisement
and consumer preference for noodles.
iii.
There is no significant relationship between Television and radio
advertisement on consumer preference for noodles.
iv.
Information sources like Brochures, newspapers, magazines do not have
any significant effect on consumer preference for noodles.
1.6 Significance of the Study
It
is imperative to undertake this study there by enabling a wider knowledge about consumer brand preference
and to investigate why they prefer to own a particular brand of Noodles over
the other Noodles. In addition, some factors could trigger the consumer to buy
a particular brand of Noodles with preference to the others. The usefulness of
this study would be valuable for a Noodle company in the areas of
marketing. Upon full completion of this
research, with the results that would be obtained and analyzed, precise
measures would be taken by the researcher to aid the Noodle companies to
improve their ability in marketing, Advertisements, financing, sustainability
and to focus more on the ideology of consumer’s preference. Consumer’s expectations
nowadays are highly demanding due to the increasingly advancing and the
shifting of the environment. Factors influencing Noodle purchase among
consumers can also influence their eventual choice of a particular brand
product.
1.7 Scope
of the Study
The study will be limited to the consumers of
selected noddle products in Nigeria with special interest in Abia state.
However, the two cities of the stat, Aba and Umuahia metropolis will be
focused.
1.8 Operational Definition of Terms
i. Advertising: it is a paid form of non personal
communication through a medium like television, radio, posters, etc aimed at
promoting an idea product individual or service by an identified sponsor.
ii. Brand: is the name, term, design,
symbol, or my other feature that identifies one seller’s product district from
those of other sellers. A modern example of a brand is the indomie instant
noodles.
iii. Products promotion:
is an action taken by a company marketing staff with the intention of
encouraging the sale of a good or service to their target achievers or market.
iv. Media: the channel of communication
through which a firm or Organisation advertise their products to their
perspective buyers, eg Tv, Radio, Newspaper, Magaznes, Posters etc.
v. Consumer: is a person or group of people who are the
final users of products or services.
vi. Commercial
advert: is the visual
presentation in the media of a product or services supplied by a firm or
organization which is aimed at encouraging prospective buyers to purchase the
product or greater usage of a facility to provide the population with
information.
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