ABSTRACT
The aim of this project is to examine “Impact of
Advertising on Consumer Purchases Decision” using Nestle Nigeria plc (Milo) as
a case study, so that the relationship that exist between advertising and Milo
will be analyzed. Advertising is perhaps the most conspicuous of all marketing activities
this very fact has led to a widespread misunderstanding of its real scope and
nature. The
main objective of this study was to evaluate the impact of advertising on the
consumption of “Nestle Milo” and also to find out the extend of which
advertisement have succeeded in influencing
the buying and consumption of Nestle Milo. Survey method was used in collecting data and this
method permits the researcher to survey the respondent at their own convenience
in order to find solution to problems, three (3) hypothesis were formulated and
data were collected through the use of questionnaires administered. Furthermore,
result obtained from the test of hypothesis show that advertising has an impact
on consumer purchase decision with an impact on consumer purchase decision with
a particular reference to Nestle Milo. Based
on findings, it was recommended that Nestle milo Plc should improve on its
advertising media, in order to have a large market share in the market of
milo
TABLE OF CONTENT
Title Page i
Certification ii
Acknowledgement iii
Table of Content iv
Abstract v
CHAPTER ONE:
1.0 Introduction
1
1.1 Background of the Study 1
1.2 Statement of the Problem 3
1.3 Research Objective 4
1.4 Research Hypothesis 4
1.5 Scope of the Study 5
1.6 Significance of the Study 5
1.7 Definition of Essential Terms 6
CHAPTER TWO:
2.0 Literature
Review 10
2.1 Advertising
10
2.2 Objective
and Functions of Advertising 11
2.3 Technical
of Advertising 14
2.4 Type of
Advertising 18
2.5 Advertising
Media 25
2.6 The
Impact of Advertising 29
2.7 Measurement
of advertising Effective 40
2.8 A Brief
History of Advertising Effective 40
2.9 Summary
of the Chapter 41
CHAPTER THREE:
3.0 Research
Methodology 45
3.1 Research
Design 45
3.2 population
of the study 45
3.3 Sampling
techniques 46
3.4 Data
Collection Procedure 46
3.5 Validity
of Instrument 46
3.6 Method
of Data Analysis 47
3.7 Decision
of Rule 47
3.8 Cut of
Point 47
CHAPTER FOUR:
4.0 Date
Presentation and Analysis 48
4.1 Data
Presentation 48
4.2 Hypothesis
Testing/Analysis of data Questionnaire Obtained from Customers 50
4.3 Testing
of Hypothesis 60
4.4 Decision
of Finding 65
CHAPTER FIVE
5.0 Summary of findings, conclusion and
recommendation
5.1 Summary of Findings 67
5.2 Conclusion 67
5.3 Recommendation 68
5.4 Area of Further Research 70
Appendix
Questionnaire
CHPATER ONE
1.0 INTRODUCTION
1.1 BACKGOUND TO THE STUDY
A typical market is made up of people
who have various need, some are buyer in the market while other are sellers,
each participant in the exchange process is often confronted with the problems
of searching. Every attempt to satisfy consumers needs and desires, is usually
and most often the duty of the seller to package their product or service
information for dissemination to the consumers by employing such relevant
vehicle as promotional activities which is conveyed and executed through
advertising. Effort is made to persuade buyers in order to act when they
receive this information.
Advertising is a basic tools of
marketing most of the message In our media advertisement are through the
magazines, radio, bill board, news paper, television are not merely for the
sales of the advertised product, but equally to entertain, educate beside the
provision of media useful and relevant information to such media and audience.
In a developing country like Nigeria,
the distribution of available goods and services depend on customers tearing
habit. Advertising do often persuade people against their wish, unless they are
gullible and unsophisticated.
To some people advertising is regarded
as an art, while others sees it as a science to this background, advertising
unique combination of both variable. Advertising comprises the effective
blending of the behavioural science such as anthropology sociology, psychology,
etc then for communication arts, such as writing editing, drama, graphic,
animation and photograph etc.
Nevertheless, for a successful
promotional activities advertising skill must be employed using words,
pictures, slogans, jingles, colours, size and movement etc to entice the reader
viewers, listeners or passer by to stop, look listen read develop interest be
convinced and the taken action.
The essential of this study is to
evaluate the effect of advertising on consumer purchase decision of “Nestle
Milo” hence this research work is to find out the extend to which those
advertisement of Nestle Milo have succeeded in influence its consumer when
making their buying decision
1.2 STATEMENT OF THE PROBLEM
In the country today, there are many
food drinks, this means that the competition being witnessed in the market for
beverage is very stiff just like in other market. Consequently, companies
producing beverages and other products employ promotional tools in a bid to
outdo their competitors. One of such tolls that could be used for this purpose
is advertising.
After taking a proper view of the
beverage market, the researcher discovered that consumers preferred Nestle Milo to any
of its close substitutes. The researcher became curious and decided to know
what is responsible for this.
In a situation like this when the
information needed about a things is lacking a study of this nature becomes
imperative, hence the stud.
Therefore, the problem, of this research
work put in the question is what is responsible for the consumers performance
for Nestle Milo drink in the Nigerian beverage market.
1.3 RESEARCH OBJECTIVE
The purpose of this study is to evaluate
the impact of advertising on the consumption of “Nestle Milo” others are as
follows:
i.
To establish the extent to which
advertisement have succeeded in influencing the buying and consumption of
“Nestle Milo”
ii.
To identify those other factors which
influences consumer in making their buying decision apart from the various
advertisement of Nestle Milo
iii.
To find out if the media advertisement
of nestle Milo actually have the potentials
for creating brand loyalty.
1.4 RESEARCH HYPOTHESIS
The
following hypothesis were formulated
Ho:
Media advertisement of Nestle food drink do not generate brand loyalty for the Milo
amongst its diversified consumers
Hi: media advertisement of nestle Milo feed
drink generate brand loyalty for
the Milo amongst diversified consumers
Ho: media advertisement of nestle Milo food drink do not influence the buying and consumption habit of Nestle Milo consumers
Hi:
media advertisement of nestle Milo influence the buying and consumption habit of nestle Milo consumers
1.5 SCOPE OF THE STUDY
The research work is limited to
assessing and examine in details the impact of advertising on the consumer
buying decision especially on nestle Milo, with particular reference to nestle Milo
group of company’s.
The scope of the study is limited to the
consumer buying habit to enable the buying decisions of consumers of Nestle
Milo in the process of making their choices amongst other brand. It is limited to consumers in Auchi Edo State.
1.6 SIGNIFICANCE OF THE STUDY
the research work is useful in the view
of the researcher based on the exposure and also the management of nestle group
of company’s the professions of advertising the field of mass communication on
the interested members of the public and course, posterity, and to benefit from
this study.
In view of the massive competition amongst
the various Milo industries from keen awareness and attention beside the huge
amount of money being annually budgeting on advertising by Nestle group of
company, this study would tremendously help to research in deciphering whether
this heavy sum of money invested on advertising by nestle group of company’s
Nigeria Plc, is worth while.
In considering this research work form a
scientific and empirical point of view it would aid those in the field of mass
communication in knowing that most critics of advertising are them selves
advertisers and indeed purchases of advertised goods and services.
1.7 DEFINITION OF ESSENTIAL TERMS
In order to aid our understanding of the
whole work, it is important that some terms used in this work should be defined
such terms are defined below:
Product: Is
a thing or substance produced to use or for consumption and that might satisfy
want or need.
Product can also be defined as anything
they can be offered to a market to satisfy a want or need.
Product can be physical goods, services,
experience, events, persons, place or ideas.
Advertising:
Is defined as any paid form of promoting publicly to increase sales.
Advertising is a non personal communication
through various media by business firms, non profit organization and
individuals who are in some ways identified in the advertising message and who
hope to communicate the members of a particular audience.
Advertising can be define as a sponsor
identified message regarding a product or organization that can be verbal or
visual and is disseminated through one or more media
Message:
can be defined as the symbol that advertises transmits to have audience to
address for benefits purpose motivation, reason or for identification.
Appeal:
can be defined as the motive use to create interest on a product or services
and to stimulate a purchase.
Copy:
this can be defined as a written documents prepared by an expert copy writer it
is written or spoken materials of advertising communication and include the
headlines, name and address of the advertiser as well as the main text of the
message.
Advertising Medium:
Can be defined as any means by which sales messages can be seen as a routs of
channels through which the message are delivered to the target audience or
consumers.\
Brand Loyalty:
It can be defined as a knowledge of the attributes of a particular product.
Consumer Behaviour:
it can be defined as the behaviour that consumer display in searching for purchases,
using evaluating and disposing of products, services and ideas which they
expect will satisfy their need.
Purchases Decision:
It can be defined as the process by which organization define their
product/needs, for goods and services, identify and compare the supplier
available to them negotiated and source of supply on some other ways arrived as
agreed terms of trading, make contracts and place order and finally received
the goods and services and play .
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