ABSTRACT
Most firms pay much for
advertisement, with the aims of increase in sale and profit. The question then
is does increase in advertisement result to increase in sale? This study has
attempted to carry out a comprehensive analysis of the influence of advertising
on consumer buying behavior using Coca-Cola (coke) advertisement as a case
study. This study was primarily designed to evaluate the relationship between
advertising which is a pay non-personal form of communication by an identified
sponsor and passing through the mass media and consumer buying coca-cola (coke)
because advertisement has a corresponding influenced consumer with regard to
other promotional tools and marketing mix element. The primary data were
collected through a structured questionnaire administered to the sample and
personal interviews with the management. Three research questions and three
hypotheses were used and trended in this study for their analysis, sample
percentage were used in analyzing data for the research question. The chi-square technique was
employed to test the hypotheses after the analysis and interpretation of data.
Increase in advertising help the increased in purchase of coca-cola (coke). The
research study was concluded with some valuable recommendation to the management
of Nigeria bottling company and few suggested areas of further research.
TABLE OF CONTENTS
Title page i
Certification ii
Dedication iii
Acknowledgement iv
Table of contents v
Abstract
CHAPTER ONE: INTRODUCTION
1.1
. Background to the Study 1
1.2
Statement
of the Problem 2
1.3
Objective
of the study 2
1.4
Research
Questions 3
1.5
. Statement of the Hypotheses 3
1.6
Scope
of the study 3
1.7
Significance
of the Study 4
1.8
Limitations
of the Study 4
1.9
Operational
Definition of Terms 5
CHAPTER TWO: LITERATURE REVIEW
2.1.
Nature
of Concept of Advertising 6
2.2
. Classification of Advertising 10
2.3
. The principles of Good Brand
Advertising 11
2.4
. The Role of Advertising 12
2.5.
Criticism
of Advertising 14
2.6.
Basic
Determination of Consumer Behaviour 15
2.7.
Relationship
of Consumer Behaviour 17
2.8 Environmental
influence on Consumer Behaviour 18
CHAPTER THREE:
RESEARCH METHOD
3.1. Research Design 20
3.2 Population of the
Study 20
3.3. Sample/Sampling
Technique 21
3.4 Instrumentation 21
3.5
Method of Data Collection 21
3.6 Method
of Data Analysis 22
CHARPTER FOUR: DATA
PRESENTATION ANALYSIS AND INTERPRETATION
4.1.
Data
Presentation 24
4.2
. Data Analysis 25
4.3
. Test of Hypotheses 29
4.4
Discussion of Findings 33
CHAPTER FIVE: SUMMARY,
CONCLUSION AND RECOMMENDATION
5.1.
Summary 41
5.2.
Conclusion 41
5.3
. Recommendations 42
References
Appendices
CHAPTER ONE
INTRODUCTION
1.1 Background
to the Study
This project is designed to illustrate the
application and the usefulness of advertisement in consumer buying behavior.
Production is said to be incomplete until the product get to the final
consumer. So the consumption of a product is as important as its production.
However, one cannot consume a product until he/she get the knowledge at the
product that means awareness. The face remains that after producing the best
project, packaging it, pricing it right, distributing and positioning it to
base meet the needs of the consumer, one would have done these things. And this
is the essence of communication.
The main objective of business (Run You
2001) said it’s to create consumers and the ultimate aim of marketing effort is
consumer satisfaction. This can be achieved through adequate communication;
communication can be seen as an exchange of information and transmission of
meaning. It is the process by which people through verbal and non-verbal symbol
attempt to create an understanding or commonness between them. Communication
according to Kaufman (2001) is not only a function of advertising which is just
one of the promotional mixture element advertising personnel selling, sales
promotion and publicity nor is it the function of promotion only which is yet
any of the marketing mixture element products, price, place, promotion and
rather of the entire marketing mixture element as such communication in one way
or the other to target market.
Although, promotion cannot at this point
be said to be the most important, however, it plays a significant role in
carrying the increase of production.
This is done by a careful selection of the
promotional alternatives among these alternatives advertising seems most
favoured to communicate product information that will lead to decisions
favourable to the producer. Hence, it is expected to accomplish the following
task.
1.2 Statement
of the Problem
There is always a problem at who the
ultimate responsibility of formulating and implementing sales and advertising
activities lies.
1.3 Objectives
of the Study
Great importance has recently been
attached to advertising by marketers, in view of this, this study is designed
to:
1. To
evaluate the influence of advertising on consumer buying behavior
2. To
examines the effect of advertising on the consumer choice of coke over other
mineral beverages drinks.
3. To
find out factors that encourages brand loyalty amongst coca-cola consumers.
1.4 Research
Question
1.
What is the impact of advertisement on
consumer buying behaviours?
2.
What is the influence of advertisement on
consumer buying behaviours?
3.
What is the effect of advertisement on
consumer preference and behavior?
1.5 Statement
of the Hypotheses
There
is no relationship between advertising and the consumption of coca-cola.
Advertising does not have influence on
consumer buying habits.
1.6 Scope
of the Study
This study particularly focuses on the
youths. A special segment of the soft drink advertising also, they are
corporately educated to the extent of understanding and appreciating the
advertising messages.
Geographically, Edo State
is choose for this study because of their large market and higher several institution
of learning which form the population of the study.
1.7 Significance
of the Study
The study will assist companies especially
the Nigeria Bottling Company to know how best to make their budget allocation
to the different element of the marketing mix and particularly advertising
messages.
Finally, the study will serve as a source
of secondary data to researcher in the field of advertising and consumer
behavior.
1.8 Limitations
of the Study
The research in carrying out this study
faced various constraints. Company being that some of the data bought from the
Nigeria Bottling Company the producer of coca-cola did not release the most
outstanding among them. Another limitation was the attitudes of the respondent,
were suspicious of the researcher intention, some of the respondent did not
return their questionnaire distributed to them by the researcher.
During the course of this study, relevant
literatures which could have been of great help were not available in the
Polytechnic Library.
1.9 Operational
Definition of Terms
Marketing Mix:
The set of controllable tactical marketing tools product, price, place and
promotion that the firm blends to produce other response it want in the larger
market.
Promotions Mix:
The specific mix of advertising personal selling, sales promotion and public
relations that a company uses to pursue its advertising and marketing
objectives.
Publicity:
Activities to promote a company, its product by planning news about it in media
not paid by the sponsor.
Sales Promotion: Short
term incentives to encourage purchase or sales of product or services.
Personal Selling: Oral
presentation in a conservation with one or more prospect purchase for the
purchase of making sales.
Consumer Buying Behaviour:
The buying behavior of final consumer’s individuals and household who buy goods
and services for personal consumption.
Route System: The
system of moving product in a planned way without necessary diversion that
could disrupt the distribution.
Buyers has the right to create
dispute within seven (7) days of purchase for 100% refund request when
you experience issue with the file received.
Dispute can only be created when
you receive a corrupt file, a wrong file or irregularities in the table of
contents and content of the file you received.
ProjectShelve.com shall either
provide the appropriate file within 48hrs or
send refund excluding your bank transaction charges. Term and
Conditions are applied.
Buyers are expected to confirm
that the material you are paying for is available on our website
ProjectShelve.com and you have selected the right material, you have also gone
through the preliminary pages and it interests you before payment. DO NOT MAKE
BANK PAYMENT IF YOUR TOPIC IS NOT ON THE WEBSITE.
In case of payment for a
material not available on ProjectShelve.com, the management of
ProjectShelve.com has the right to keep your money until you send a topic that
is available on our website within 48 hours.
You cannot change topic after
receiving material of the topic you ordered and paid for.
Login To Comment