ABSTRACT
This study seeks to appraise the role or
advertising achieving consumer brand loyalty for beer products with special
reference to Nigeria Breweries. Advertising increase market share and the main
task of advertising is to communication effectively so as to establish
awareness of creating a favorable attitude to stimulate demand for a product or service among
potential customers motivating consumer choice of the brand of beer product.
The Nigerian breweries has a staff
population of 155 and 2000 customers, sixty five top management staff were
selected as the sample size for the staff, 65 questionnaires were distributed
and collected immediately for the customers three hundred and thirty three
(333) questionnaires were distributed and only three hundred and fifteen (315)
were returned.
The
presentation analysis and interpretation of data were made using frequency
table and percentages chi-square, statistical method is used in testing the
hypothesis, it was ascertained that advertising has help Nigerian Breweries
achieve increase productivity increase in market share, and bring good
customers relations.
TABLE
OF CONTENT
Title
page
Approval
page
Dedication
Acknowledgement
Abstract
Table
of content
CHAPTER ONE
1.0 Introduction
1.1
Background of the study
1.2
Statement of problems
1.3
Objective of the study
1.4
Research questions
1.5
Statement of hypothesis
1.6
Significance of the study
1.7
Scope of the study
1.8
Limitation of the study
1.9
Definition of the concepts and terms
References
CHAPTER TWO
2.0 Literature review
2.1 Introduction
2.2 Models / theories relevance to the study
2.3 Goals and objectives of advertising
2.4 Types of advertising
2.5 Criticism of advertising
2.6 Advertising effectiveness
References
CHAPTER THREE
3.0 Research methodology
3.1 Introduction
3.2 Research design
3.3 Sources/method of data collection
3.4 Population and sample size
3.5 Sample techniques
3.6 Validity and reliability of measuring instrument
3.7 Method of data analysis
CHAPTER FOUR
4.0 Presentation and analysis of data
4.1 Introduction
4.2 Presentation of data
4.3 Analysis of data
4.4 Test of hypothesis
CHAPTER FIVE
5.0 Summary, conclusion and recommendations
5.1 Introduction
5.2 Summary of findings
5.3 Conclusion
5.4 Recommendations
References
Appendix
CHAPTER ONE
1.0 INTRODUCTION
The
business or beer production is an imported technology in Nigeria it is on
record that beer bewaring was one of the earliest modern industries to be
established in Nigeria, it is well known that while the earlier breweries were
established, either by foreign interest of by state government, the new
breweries are mostly established by privately owned Nigeria business
organization. Before the Nigerian civil ward, there existed only a few
breweries. However, as a result of the oil boom that came with the en of the
civil war, brought some changes in the economic structure of the country, the
income pattern of most Nigerian were thus reshaped, which having and
appreciable level of disposal income, these led to a massive entry of private
individuals into the industry which eventually resulted in accelerated growth
in beer production. This increase in the number of brewers firms has naturally
led to strong competition among the firms involve also for a firm in brewing
industry to survive, grow or improve its market share, it must endeavor to do
the following: -
i.
Concentrate on high quality products
development
ii.
Fair pricing
iii.
Effective promotional activities
In
other words, it must be effectively integrate its marketing mix to ensure its
survival. Beside competition, the proliferation of brewery firm creates other
problems of choice to the consumers, and number of economic, psychological and
socio-political problem started to develop. This being the case, the management
of these brewing firm is faced with problem of trying to identify which among
these variable exert the greatest influence on consumer preferences of brand of
each beer product over others.
This has led to policy of most breweries
marketing department investing heavily on advertising as the surest means of
reacting to increase their market share and make up they over look other
important promotional tools, therefore advertising can be seen as a means of
marketing known in order to sell something. In this work advertising refers to
the general meaning, a group of activities aimed at end including dissemination
of information through the media about a company or its product. Advertising,
which is defined as any paid form of non personal presentation and promotion of
ideas, goods and services by an identified sponsor, involves the use of mass
media. By Bona Chuks E. (marketing communication) 2007.
The main test of advertising is to
communicate effectively so as to enable establish awareness of creating a
favourable attitude to stimulate demand for a product or series among
potential. Advertising can be used to create new demand, to calculate new tests
and requirement to promote the sale so new kinds of goods and to explain their
uses to the consumers.
1.1 BACKGROUND
OF THE STUDY
Nigeria
breweries was incorporated on the 16th November 1046, it was incorporated as a
private company for the purpose of manufacturing and selling beer and mineral,
water, with a share capital of $300,000 (three hundred thousand dollars) all
shareholders were foreigners.
On the 30th November, 1946
Mr. Donglas Jones, Mr. John Stanley, Hug Her and Mr. George Lot grave, were
appointed the first directors of Nigeria breweries limited (but later change
Plc).
The company having been incorporated
board of directors inaugurated, and it pioneers staff approved and appointed it
was time to build both breweries and office. A site was acquired and actual
building begins in 1947, all the machinery and technical personnel’s came from abroad, it took years for the work
to be completed.
On 2nd
June 1949, Nigeria breweries produced her first Nigeria made larger beer as the
year goes by, Nigeria breweries continued to improve and increase in production
of many other drinks such as star, Gulde,r schnapps, Heineken.
In
1955 construction work began at Aba breweries in 1957, beer was produced for
the time at Aba brewery and was produced in full capacity.
In 1959, Nigeria brewery took an
important decision, it decided to sell 10% of its shares in the company Nigeria
breweries were the first European company voluntary offer shares to Nigerian.
From 1960 – 1971, Nigeria breweries
involved in the production of soft drinks to enable it diversify. In 1977 Nigeria breweries adopted brand name
Maltina, the test marketing was done with the name Maltina, in 1978 Maltina was
inched at Aba Breweries also in 1980 Nigeria breweries Plc locally produced
Maltina 1982, it produced vitamalt, 1984 Malt and other raw materials, need for
beer production were under specific license.
In 1986, Nigeria embarked on structural
adjustment programme (SAP) this programme most affected the consumption of
Nigeria breweries (NB) beer and non alcoholic malt drinks, which shoed adverse
effect on the progress of Nigeria breweries Plc. 1986 – 1995 was difficult
years for Nigeria breweries because of market decline especially on beer, but
later across again to it full state in 1906 till date.
1.2 STATEMENT
OF PROBLEMS
In any competitive market, a marketing
manger is often faced with the problem of how to determine the nature of demand
for his product in a given market segment. A further problem arising from the
fact that he has to determine and isolate factors responsible for the
variations in the demand pattern this is the situation in a typical Nigerian
competitive market. Like that exist in eastern market, examples Imo state, Anambra state, Abia state
etc.
With the proliferation of beer factories
in Nigeria, various components of the promotional mix for the purpose of
stimulating demand of individuals brands, in using the Nigeria breweries
products pose a trait. It is a common knowledge that quite a large proportion
of beer drinkers live in the rural areas. These consumers life styles in many
occasions hardly made for adequate exposure to the mass advertising information
about the various brands of Nigeria breweries product. Also the nature and
limited availability of communication facilities to those market segments
militates against the effectiveness of advertising as a tool to win the
acceptance and sustain the loyalty of its market segments to the various brands
of beer product. Unfortunately, some circumstance hardly make room for
effective understanding. This further makes it difficult to develop product
strategies that would be consistent with their (target audience) beliefs
values, attitude, knowledge and perception. This being the case, the problem of
this study reads.
Does a good proportion of beer consumer
benefits adequately from advert of massages in beer brand of Nigeria breweries
is the large sum of money invested in advertising beer product annually
justified or can be affecting profitability. The answer to these and other
questions will be given late in this work. This is given important though new
in the present state of Nigerian economy and in the face of added problem of
local sourcing of raw materials for brewing. Therefore, it is most desirable to
identify area of necessary waste to reduce cost without adversely affecting
marketing effort, especially in advertising programme.
1.3 OBJECTIVE
OF THE STUDY
Nigeria
breweries Plc is in the beverages industry and its main objective like that of
any other producing firms is continuous satisfaction of consumer requirements
through product and marketing of highly quality beverage at a reasonable price.
The company has other objective. The
development of the rural areas, providing general employment to the Nigerian
provision of the basis infrastructural facilities such as water, electricity,
school, and network of road etc.
1.4 RESEARCH
QUESTIONS
1. How
does advertising influence buying behavior towards Nigeria breweries product?
2. How
does Nigeria breweries product perform against other beer producing firm?
3. What
is Nigeria breweries participation in the area of rural development in Nigeria?
4. What
kind of advertising media does Nigeria breweries used to achieve brand loyalty
for beer product?
5. Have
Nigeria breweries improve in the employment of Nigeria citizens after inception
and its incorporation in 1946?
1.5 STATEMENT
OF HYPOTHESIS
The
research hypoesthesia is a tentative answer to research questions, it is an
intelligent or educated questions or an answer to the problems of the research
under investigation.
As regards to the research problem under
investigation, the research null hypothesis are as follows: -
Ho1: Advertising does not help to achieve consumer brand loyalty of beer
product.
Ho2: Advertising help to achieve consumer brand loyalty of beer product.
Ho1: Brand awareness is not a pre-requisition for beer consumption?
Ho2: Brand awareness is a pre-requisition for beer consumption?
1.6 SIGNIFICANCE OF THE STUDY
In
the realm of the proliferation of firms in breweries industry, firms anchor
aggressive competition among themselves in their bid to create favourable
consumers attitude towards their respective brands. These competition exist in
the area of product quality, pricing, promotion such as advertising. On these
basis, the researcher consider this study to be of benefit to management of
producing firms, subsequently researcher and the economy. It will also help in
the following ways:-
1. Help
to continuously achieve consumer loyalty of beer product through advertising
message.
2. Improve
the sales of beer product in the rural and urban area of Nigerian economy.
3. These
study will be of help to up coming research who may research on the same line
of topic.
4. Consumer
of beer product, especially does who take or drink Nigeria Breweries product
and who may come across these work, will identify the development efforts of
Nigeria Breweries Plc.
5. Clearly
studying this work will give the researcher or the reader on how Nigeria Breweries
has help to grow the economy of Nigeria directly or indirectly through
employment generation to its citizens at large.
1.7 SCOPE
OF THE STUDY
The scope of this project work or study
is to know the extent to which advertising affects or the role it plays to
consumer brand loyalty for beer products.
The
study was confirmed to Ni Nigeria Breweries in Aba, Abia state and its
marketing department. This study will equally deal won the role of advertising
in achieving consumer brand loyalty for beer product specifically.
1.8 LIMITATION
OF THE STUDY
The researcher encountered a number of
obstacles in the course of this study, which include: -
1. The
problem of really getting in touch to the original workers of first hand
workers of the company due to there demise and also the choice behavior in the
Nigerian context. These means that the researcher was left to his own devices
in developing ideas on how to go about the study.
2. Finance
is one other note worthy problem encountered. The cost of running around for
materials for this study was several times above what the researcher envisage
being a student made financial burden of this study on the researcher quite
considerable.
3. Another
limiting factor is the fact that the researcher was understanding this study
simultaneously with attending his regular classroom lectures. This condition
impose a several limitation on the scope of coverage of this study, otherwise,
for the purpose of attending a high reliability of this research outcome, a
study designed to cover more have been at least, designed to cover more areas,
at least more local government areas of Abia state and its neighboring states.
1.9 DEFINITION
OF TERMS
ADVERTISING:
As a paid form of non-personal communication that is transmitted to consumers
through mass media such as television, newspaper, radio etc. (marketing
contemporary and comprehensive approach).
ADVERTISING
AGENCIES: These are those specialist agencies that create advertising campaign
and place them in the media on behalf of their clients who of course are the
advertisers.
CONSUMERS
PRODUCT: They are those goods or services which consumers buy, capable of
satisfying various of emotional needs, of the consumers.
CONSUMER:
These are the ultimate user of a given product.
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