ABSTRACT
The research work titled “the relevant of advertising as a determinant
of customer patronage for fast food (a case study of Chiky and Early in Owerri
Metropolis was carried out with objectives. To determine how advertising has
affected the decision to buy. Early or chiky. To determine the brand of fast
food that is more available than the other and the customer demand for it. To
suggest ways the companies should follow to make better progress in bottling
their brands and for them to satisfy their customers to actieve the above
objective, related literature were reviewed as a determinant of customer
patronage for fast food. In addition to primary and secondary data were
collection to solve the research problem and questionnaire were used to
research problem and questionnaire were used to research instruments. The
population of the study comprised the customer distributors and the management
and relevant staff of both early and chiky fast food in owerri metropolis. The
research used census survey on management and relevant staff because the
population under study was small, while topman’s formular was used to determine
the sample size for customers and the distributors. In organizing and
presenting the data collected, table, frequencies and percentage were used.
Based on the analyzed data, the following findings were made. The customer in
Owerri indicates that the price of chiky is higher than that of early. They
also observed that advertising helps to create awareness of both products.
Customers are mare satisfied with the advertising that leads to purchase of
chiky than Early. Based on the findings, recommendation were made, Both
companies should engage in advertising strategies that are relevant and other
promotional activities that appeals to customers for efficient and relevant
goals achievement. The two companies should maintain continuous availability of
their products. Nigeria breweries plc should reduce the price of their product
order to attract more customers. Early should look into the advertising that leads
to more purchase of their product. If the above suggestions and recommendation
are relevant and efficiently implemented both companies will experience a
profound change in their advertising performance and customers will be better
served.
TABLE OF CONTENTS
Title page = = = = = = = = i
Approval Page = = = = = = = = ii
Dedication = = = = = = = = iii
Acknowledgement = = = = = = = iv
Abstract = = = = = = = = = v
Table of Content = = = = = = = vi
CHAPTER ONE
1.0 Introduction = = = = = = = 1-2
1.1 Background of the Study = = = = = 2-7
1.2 Statement of the Problems = = = = 8-9
1.3 Objectives of the Study = = = = = 9-10
1.4 Research Questions = = = = = = 10-11
1.5 Significance of the Study = = = = 11-12
1.6 Scope of the Study = = = = = = 13
1.7 Definition of Terms = = = = = = 13
1.8 Limitation of the Study = = = = = = 14
CHAPTER TWO
2.0 Literature Review = = = = = =
15-16
2.1 Introduction = = = = = = = 16-18
2.2 Forms of Advertising = = = = = 18-22
2.3 Role of Advertising in the Marketing
of Customer
Goods = = = = = = = =
22-29
2.4 The Relevant of Advertising on
Product Brands 29-30
2.5 Overview of Customer
Determinant Pattern = 30-32
2.6
The Impact of Advertising on the Determinant
For
Fast Food = = = = = = =
33-36
2.7
Impact of Advertising on the determinant for Chiky
To
Early = = = = = = = 36-40
References = = = = = = 41
CHAPTER THREE
3.0 Research Design and Methodology = = 42
3.1 Introduction = = = = = = 42
3.2 Research Design = = = = = 43
3.3 Sources/Methods of Data Collection = 43-44
3.4 Population and Sample Size = = = 45-48
3.5 Sample Technique = = = = = 48
3.6 Validity and Reliability of
Measuring Instrument 49
3.7 Method of Data Analysis = = = = 50
CHAPTER FOUR
4.0 Presentation and Analysis of Data = = 52
4.1 Introduction = = =
= = = 52
4.2 Presentation of Data = = = = 52
4.3 Analysis of Data and Interpretation of Results 52-67
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendations 68
5.1 Introduction = = = = = = 68
5.2 Summary of Findings = = = = 68
5.3 Conclusion = = = = = = 69-70
5.4 Recommendations = = = = = 71-72
References = = = = = = 73
CHAPTER ONE
1.0 INTRODUCTION
The
fast food industry is a product offering as well as service-rendering industry.
This posed a fundamental challenge for the management of fast food industry,
more so that service quality is even more difficult to measure than measuring
product quality. The industry is closely linked to the hospitality and health
care industry where high quality product or service cannot be compromised or
scarified. Therefore, this failure of any firms, to meet the required level of
expectation may spell doom.
European
journal of social science-volume 19, number 2 (2011) for the outfit. This
probably explains what could aptly be descried as the high mortality rate being
experienced where customers consumed poor quality food, thus, there is a need
to identify the service quality gap and to continuously adopted to customers
assessment or perception of service quality in the fast food industry in order
to ensure high customers satisfaction and continuous patronage.
Although,
quality consciousness is increasive, it is saddening to observe that some
companies still design their product and services without recourse to customer input,
only to later find them rejected. It is important to note that fast food firms,
springing up in Nigeria
need to recognise and accept that, customer’s judgement of quality and cost is
superior and dominate all other judgement. Therefore, managers, apart from
identifying the needs and specifications of customers should continually
appraise customers on the company’s product/services. The intention is to close
the gap that exists between the actual product quality delivered and the
customers perception.
The
fast food industry should not only focus on quality aloue, but equally
important is how to central and reduce cost, this is because conformers cherish
high quality product with an acceptable price.
1.1 BACKGROUND OF THE
STUDY
It
is a common belief that advertising is as old as human history, yet as a
promotional tool, it started with the development of commerce. “In this early
days advertising was practiced in different forms of different parts of the
world” according to Samson (1981:180). He maintain Advertising that “there were
small stone printing stamps which were used by the quacks of Romans times to
impress on surface of their solves. During these period there are different Era
of advertising which include “pre-marketing Era, this stated that as a product
exchange in pre-historic times to the middle of eryhteenth century, buyers and
sellers communicated in very primitive ways for most of this period, “media”
such as clay tables, town criers, and favour sign were the best way to
advertise a product used in other word, people needs to one another through
advertising, as one can see, advertising takes may forms and has considerable
influence on contemporary society and commerce (connor and Hart 199:5).
During
the last 50 years (researcher Era) advertising have methodologically improved
the techniques of identifying and reaching narrowly targeted audience with
message prepared specifically for each group or individual, modern
communication technology has Gided in this quest for the perfect advertising
campaign. Awake 22nd August (1998:5) many years age people uses
primitive hand tools to product goods, they were in small isolated communities
where artisans and farmers battered goods and services among themselves,
distribution was limited, due to development, Greek and Roman merchants
expanded contect with other society and with the development of more
sophisticated tools, people achieved a higher level of production. But anicet
civilization had only unsophisticated hand tools for producing goods so
quantity and variety of available goods was negligible. There was an increase
demand for goods created a greater need to advertise the availability of these
goods. (Marshar 1995:81) this signs carved in clay wood or stone were buy in
front of shops so passer-by could see what the merchants has to offer because
most people of this time could not read; as a result this signs are used to
symbolize the goods for sale. The symbolic and pictorial nature of advertising
which gave vent to out door advert has proved to be one of the enduring form of
advert, (Connor and Hart 1999:10).
The
introduction of printing market a dramatic turning point in 1450’s which was
the major event in the history of civilization and probably the most important
development in the history of advertising (Jonliness Guter berg) the inventor
of printing press and its system changed the way people lived the world.
In
1740’s, the first printed outdoor poster known as “loading” appeared in London,
which advertising in Nigeria, adverting can be traced to one of the earliest
mass communication, which is known as “Town crying”. According to Nwabueze
(1980:28) modern advertising in Nigeria
commended with the establishment of the first newspaper called Iwe Irohin,
which carries information. Advertising is a powerful marketing communication
tools used by companies to fulfil the promotional task, it is impersonal for
communication or presentation of goods, ideas, or services conducted through
paid media under open or identified sponsorship. It is a marketing tools that
helps to sell goods, services, images, and ideas through information and
persuasion. It objectives could be to create awareness, achieve conviction,
build determinant, influence choice of purchase and encourage action.
Advertising has a purpose full influence on the choice of purchase to wards a
product brand of a customer when an advert is placed showing the benefits and
advantages factors to entice the buyers, making the advert to suit once.
Personality their he starts to initiate conviction the next thing he takes
action (purchase) therefore advertisement has much influence on the choice of
purchase. Advertising is an agant of choice, one of the most important benefits
is that it facilitates the customers becoming active rather than passive agents
in the economic cycle for a customer to make a purchase, he need to be informed
he receives information from variety of sources and make his decision once.
Advertising
girgles are intended to have relevant on the customers or the recipients and
the wide spread on different fast food coupled with the growth of firms that
manufacture different brand of fast food occurred simultaneously with the rapid
expansion of fast food market (Connor and Hart 1999).
Customer
who could not afford to taste beer turned to non-alcoholic drinks like fast
food with the aim that comes from advertising messages.
It
becomes imperative for these are many brands of fast food left for the
marketing managers to determine those factors which necessitate the customer
determinant of one brand which include Early fast food, chiky fast food, Early
fast food and chiky fast food.
However,
our main aim here is to determine how much influence does advertising exert on
the customers of early and chiky fast food also how it affects the choice of
the customer.
1.2 STATEMENT OF
THE PROBLEMS
It
has been difficult to pin point exactly the factors that have motivated a
particular customer to prefer a particular brand of product to answer often
marketers have fallaciously been Myopic, they exert their attainsion only on
these factors which are salient as the determinant of customer determinant for
their brand while there are other major factors that play viant roles that are
completely ignored, and consequently the relevant is the failure of the
products to make much impact in the marketing environment. Advertising for many
years has been working for the manufacturers of fast food, which show cases
their product offers to the market and determines their customers with some
promise incentive and benefits that will be derived by patronizing their
product brands. Advertising to manufactures of fast food is like a river that
will never dry, it has many versions of it that could be used to project the
image, product offer showing benefits and advantages of a particular brand to
another. Since the inception of fast food, they has been a rapid expansion in
the fast food market through the help of advertising a reliable source
indicated that a significant proportion of Nigeria population had been
customers of alcoholic drinks have turned non-alcoholic also existed strong
competition between the customers of early and chiky fast food because of those
competitions, the need to arise to check on the customers satisfaction and
benefit with the brand the consumer. Thus the firm cannot depend on the
customers to voluntarily bring complains to the dissatisfaction, they got by
consuming a particular brand of fast food, rather they strive to check other
major or minor factors that may influence the customer choice of one fast food
to another.
1.2 OBJECTIVES OF THE STUDY
The following objective
in carrying out this research:
1.
To determine how advertising has affected the
decision, selection and choice made by customers between Early fast food and
chiky.
2.
To determine if taste alone affects the customer
choice of either of the two.
3.
To find out if taste variable also affects the choice
made by the customers of both products.
4.
To know if advertising affect the customer determinant
and choice of either Early or Chiky in other to know if selling price for each
determine its determinant.
5.
To identify what special features are contained in the
advertising massage carried out for either Early or Chiky and how they affect
customers.
1.4 RESEARCH
QUESTION
The research question of
this work is as follows:
1.
Do you believe that advertising message is a major
factor that other product attributes that determine your determinant for chiky
to early.
2.
Does advertising of fast food create your intention
for chiky to early.
3.
Does customers determinant for early to chiky
influenced by their taste.
4.
How often do you take fast food.
5.
Which among these brands do you take.
1.5 SIGNIFICANCE OF THE STUDY
The
study is expected to furnish additional information to help manufactures of
chiky and that of early fast food in achieving high sales volume and adjusting
production properly to sales within the context of marketing concept. The core
issue of marketing concept lies basically on, understanding the customers and
making every thing possible to satisfy the customer efficiently and relevantly.
However,
this study will help to show how advertising can stimulate demand for either of
the two product in the market, as well as helping the marketing manager to
assign a particular advertising massage to particular brand of fast food. Thus
this study is supposedly expected to help firms and other producers of fast
food to under stand the relative influence exerted by other marketing
attributes. Via price, distribution, promotion, in other words the 4p’s on the
customer determinant of one brand to another. Furthermore this study would help
both firms (Nigeria
breweries plc and early Nigeria plc). The marketers of chiky and early fast
food to identify the project marketing strategies that will be suitable in
carry out their marketing activities or programmes to be adopted and made a
culture by the producers such as product modification, pricing strategy,
incentives promotional campaign and incentive distribution strategy. It will go
a long way to help the firm determine it’s loopholes and try to improve on them
also know the best advertising campaign that needed to be adopted finally, the
study will serve as a stepping stone for more research on the relevantness of
advertising especially in the product determinant of the consumer it will also
stimulate the interest of Nigerian firms on customer research and enable them
to understand the importance and role of advertising on the performance of a
product in the market.
1.6 SCOPE OF THE
STUDY
In Nigeria
and the world at large, different fast food brands are consumed by various
kinds of customers but this study concentrated on the customers located in
Owerri Metropolis and the study is an advertising.
1.6 DEFINITION OF TERMS
Advertising: According to Philip
Kotler (1976) advertising is any paid form of non-personal presentation and
promotion of ideas, goods and service by
an identified sponsor.
Marketing Communication Process: According to Adirika et
al (1996:87) Marketing Communication process is the efforts by a company to
design and disseminate information about it’s products existence, features, and
terms and the benefits to the target market, using different media.
Marketing Concept: According to (Adirika
and Ebue test principles and practices of marketing) marketing concept is the
marketing perspective on how marketing activities programmes should be
performed best.
1.7 LIMITATION OF THE STUDY
The
researcher encounter a number of problems in an attempt to collect data for the
study, paramount among these was time. Time was required to move from one fast
food to another for source of information.
In
the process, lecture time have been sacrificed finance was another problem that
confronted the researcher. The financial difficulties therefore limited the
scope of the study to only our fast food producer such as product modification
pricing strategy incentives promotional campaign and incentive distribution
strategy. It will go long way to help the firm determine it’s loopholes and try
to improve on them also know the best advertising campaign that needed to be
adopted.
Finally,
the study will serve as a stepping stone for more research on this relevantness
of advertising especially in the product determinant of the consumer it will
also stimulate the interest of Nigerian firms on customer research and enables
them to understand the importance and roles of advertising on the performance
of a product in the market.
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