MESSAGE CHARACTERISTIC AND CONSUMERS’ PREFERENCES FOR SELECTED NOODLES IN UMUAHIA SOUTH LOCAL GOVERNMENT AREA, ABIA STATE

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ABSTRACT

 

This study examined how message characteristics affect consumers’ preferences for selected noodles in Umuahia South Local Government Area, Abia State. The specific objectives were to: ascertain the extent to which the novelty of the advertising message influences the preference for Indomie, Chikki, Mimi and Golden Penny noodles in the study  area; ascertain the extent to  which the news worthiness of the advertising message influences the preference; determine the extent to which courteousness and the use of conversational tone in the advertising message influences the preference; find out the extent to which the conciseness, correctness and accuracy of the advertising message influences the preference; and determine the extent to which the clarity and precision of the advertising message influences the preference. To achieve the objectives of the study survey research design was adopted. The researcher adopted primary data through the use of structured questionnaire. The population of the study were made up of 44631 staff and sample were 200 after adopting simple random sampling. The hypotheses were tested with both simple and multiple linear regression analysis. Simple regression analysis was used to test hypotheses one and two while multiple regression was used to test hypotheses three, four and five. The findings revealed that novelty, news worthiness, courteousness and the use of conversational tone, correctness and accuracy and clarity and precision of the advertising message significantly influence the preference for Indomie, Chikki, Mimi and Golden Penny noodles in the study area. The researcher concludes that, message characteristics of a product conveys core information about the product and aid the consumer make informed decision about the product as information is an integral of marketing activity. Message characteristics perform an important role in marketing communications at the point of sales. They are important elements of modern lifestyle and branding process. The researcher recommended that Indomie, Chikki, Mimi and Golden Penny noodles should maintain novelty of the advertising message in order to enhance their level of consumer preference. Indomie, Chikki, Mimi and Golden Penny noodles should also maintain news worthiness of the advertising message and avoid any form on message deceit that can hamper consume preference. The study further recommends that Indomie, Chikki, Mimi and Golden Penny noodles should adhere to courteousness and the use of conversational tone of the advertising message for the purpose of attracting new customers and maintaining already existing customers.








TABLE OF CONTENTS

Title Page                                                                                                                    i

Declaration                                                                                                                 ii

Certification                                                                                                               iii

Dedication                                                                                                                  iv

Acknowledgement                                                                                                      v

Table of Contents                                                                                                       vi

List of Tables                                                                                                              viii

List of Figures                                                                                                             ix

Abstract                                                                                                                       x

 

CHAPTER 1: INTRODUCTION

1.1       Background to the Study                                                                                1

1.2       Statement of the Problem                                                                               5

1.3       Objectives of the Study                                                                                  7

1.4       Research Question                                                                                          8

1.5       Hypotheses of the Study                                                                                 8

1.6       Significance of the Study                                                                               9

1.7       Scope of the Study                                                                                          10

1.8       Definition of Terms                                                                                        11

 

 

CHAPTER 2:     REVIEW OF RELATED LITERATURE

2.1       Conceptual Framework                                                                                  12

2.1.1    Concept of advertising message                                                                     12

2.1.2    Concept of message content marketing                                                          13

2.1.3    Concept of message characteristics                                                                15

2.1.4    Concept of consumer preference                                                                    23

2.1.5    Concept of product                                                                                         28

2.1.6    Concepts of consumers buying behavior                                                       32

2.1.7    Customers preference and competition on noodles products                         35

2.2       Theoretical Framework                                                                                  38

2.2.1    Theory of planned behavior                                                                           38

2.2.2    Rational expectations intention theory                                                           39

2.2.3    Communication theory                                                                                   40

2.3       Review of Empirical Studies                                                                          41

2.4       Summary and Gap in Literature                                                                     43

 

CHAPTER 3:     METHODOLOGY

3.1       Research Design                                                                                             45

3.2       Area of the Study                                                                                            45

3.3       Population of Study                                                                                        45

3.4       Sample Size and Sampling Technique                                                           45

3.5       Description of the Instrument                                                                         46

3.6       Validity of the Instrument                                                                              47

3.7       Reliability of the Instrument                                                                          47

3.8       Method of Data Analysis                                                                                48

3.9       Model Specification                                                                                       49

 

CHAPTER 4:  RESULTS AND DISCUSSION OF FINDINGS

 4.1      Data Presentation                                                                                            51

4.2       Test of Hypotheses                                                                                         51

4.3       Discussion of Findings                                                                                   61

 

CHAPTER 5:   SUMMARY OF FINDINGS, CONCLUSION AND

 RECOMMENDATIONS

5.1       Summary of Findings                                                                                     64

5.2       Conclusion                                                                                                      64

5.3       Recommendations                                                                                          65

5.4       Contributions to Knowledge                                                                          66

5.5       Limitations of the Study                                                                                 66

References                                                                                                                  68

Appendix 1                                                                                                                 77

Appendix 2                                                                                                                 83

 

 

 

 

 

 

 

 

LIST OF TABLES


4.1       Distribution of questionnaire and response rate                                             51

 

4.2       Novelty in the advertising message influences the preference for Indomie,

Chikki, Mimi and Golden Penny noodles in the study area                           52

 

4.3       Novelty in Advertising message –consumer preference                                52

 

4.4       News worthiness in advertising message influences the preference for

Indomie, Chikki, Mimi and Golden Penny noodles in the study area     54

 

4.5       News worthiness – consumer preference                                                       54

 

4.6       Courteousness in advertising message influences the preference for

Indomie, Chikki, Mimi and Golden Penny noodles in the study area.    56

 

4.7       Courteous and the use of conversational tone and Consumer preference       56

 

4.8       Conciseness, correctness and accuracy in advertising message influences

The preference for Indomie, Chikki, Mimi and Golden Penny noodles            57

 

4.9       Conciseness, correctness and accuracy and Consumer preference                          58

 

4.10     Clarity and precision in advertising message influences the preference for

Indomie, Chikki, Mimi and Golden Penny noodles in the study area     59

 

4.11     Conciseness, correctness and accuracy and Consumer preference                         60

 

 

 

 

 

 

 

LIST OF FIGURES


2.1       Conceptual model                                                  38

 

 

 


 


 

CHAPTER 1

INTRODUCTION


1.1 BACKGROUND TO THE STUDY

It is a known fact, that the implication of message characteristics on consumer preferences for products cannot be overemphasised, because message characteristics for goods and services convey core information about the products (goods and services) and consumers to make informed decision about a particular product. Information is an integral part of marketing activity (Oestreicher-Singer and Zalmanson, 2013). Message characteristics perform a vital part in marketing integrated communications at point of purchase or sales (Patricia, 2015). Message characteristics are significant rudiments of modern lifestyle and branding process (Niyazi, 2017). Changing lifestyle and increasing media education on product contents have placed message characteristics as a vital tool to stimulate impulse purchase and increase sales promotion (Suraj and Raveendran, 2012).

Earlier, message characteristics of products were regarded as mere information tool but today they are considered an important component of marketing process (Niyazi, 2017). Nowadays message characteristics are being regarded as first salesmen that effect the decision to purchase or not to purchase. Most consumers who have gained media education will always consider the message feature / characteristics of any given product before placing demand for such product. This is because of the increasing fake products in most markets today (Patricia, 2015). Underwood (2003) asserted that message characteristics have either intrinsic or extrinsic attributes based on certain features they possess. Vazquez, Bruce & Studd (2003) added that in recent days the pack, including the info about goods and services necessity appear necessary point of sales, in order to represent the sales personnel. Thus, message characteristics are significant elements in marketing, today.

The consumer preferences are reliant on the packaging wraps and its features such as the advertising message and characteristics. Consumers preference are positive motivation, expressed by the affective compatibility towards a goods and service or trading form. We’re not dealing with an internal bodily function, but a quality of objects that aims to fulfil our needs, quality acquired within the connection between man and the merchandise able to fulfil these needs. Preferences for a product are mostly triggered by characteristics related to the tangible material substance of goods (size, print color, shape, taste, colour, package, consistency etc.); variables such as name, label, instructions for the use of products accompany the product; the granted statute to the customer owning and consuming that particular goods and services (products) (Suraj and Raveendran, 2012). Theoreticians, at some points, had the tendency to limit the preference to the concept of choice; however, choice and preference are two radically different entities: the first one is an action and the other one, a state of mind. Preferences are the result of long-term relationship between the brand and the consumer, as the consumer learns to associate the brand with a symbol and perceive it as valuable (Valerie and Gerald, 2014). Following these profound connections formed over time, a robust passion is established which bacons on preferences, remaining present even when there is no friendly symbol or of any other component feature (Lotte et al, 2011).

Message characteristics like background image, font style and printed information are considered as predictors. Due to ever increasing self-services obtained and continuous changes in consumers’ way of life, concern over message characteristics as a mechanism of promotion and stimulator of impulsive purchasing preference is growing extensively (Mitul and Bhavesh, 2012).  Therefore, message characteristics perform vital role in marketing as a communications tool, especially at the point of sale. The message characteristics could be addressed among the major or core variables affecting consumers’ preferences on consumption of noodles in Umuahia, South Local Government Area of Abia state.  Contents in the advertising message may include cartoon, endorsements, direction for use products, information on nutrition value of products, information on ingredients make-up of products, information on expiration date etc, while its characteristics may include novelty, humour, newsworthiness, clarity and precision, conciseness, correctness and accuracy, courteous and conventional tone usage, comparison messages etc.

Message characteristics become decisive retailing proposition inspiring impulsive choice over any given product, it leads to increase in market share and reduce promotional costs of operation (Mitul and Bhavesh, 2012).  As stated by Rundh (2005) message characteristics attract customers’ attention to a certain brand, it also enhances the image of a product, and influences consumers’ insights towards the product. Also, message characteristics impart unique value to products (Silayoi and Speece, 2004), it acts as a instrument or manual for differentiation, i.e. helps product users to make rational choice from varieties of similar products, and stimulate customers purchase behaviour (Wells, Farley and Armstrong, 2007). In this context, seeking to maximize the efficacy of message characteristics in the buying place, product manufacturers explore various ways of designing products with advertising information that is self-explanatory and persuasive, and their impact on consumers’ preferences became relevant issue. However, the consumer perception challenge is the initial and greatest hurdle that advertisers must cross. Preference guides all activities of the consumers from the people they associate with to the product he buys.. In the commercial world, it has always been what people say about goods or service, why the choice of a particular goods or services over another product, against what the marketer says (Suraj and Raveendran, 2012). How a consumer perceives different brands in a category, determines which brand he chooses (preference) (Dokyun, Chang, Hueiju and His-Peng, 2015). So many companies devote so much money on advertising, sales promotion, point of sales displays and other integrated marketing communications only to discover that many people do not even remember the product (goods and services) or the promotion (Ogidi, 2014). However, whether consumers ultimately prefer a product’s brand also depends on whether the promotion and marketing communication variables (advertising message and characteristics) facilitate purchasing. Message characteristics have huge role to play in the positioning of consumers preference for any given product. Message characteristics shape consumer perceptions and preference and can act as the deciding factor in point-of-purchase decisions which characterize the majority of shopping occasions.

In recent years, the marketing situation has turn out to be increasing, complex and competitive and media education has help to enlighten consumers about the possibility of getting value for their money from each product they purchased by considering the advertising message characteristics of products. As firms increase their product advertising activity, the significance of promotion message has increasingly become important in the recent business environment. Advertising message seek to convey information that engage targeted users and also energies the preferred goals of the dealers from the promotion campaigns implemented. Sometimes, it may not necessarily be out of place to witness preference of a low-quality product with a sound message characteristic to a high-quality one with poor promotion message and characteristics. The most significant point of concern is for the advertising message to communicate, engage and apprehend the thoughtfulness of consumers. Another reputation of good advertising message for goods and services that, it is capable of inducing consumers to search for more relevant information about products.

Though pitching ideas, beseeching transactions and directing business conferences are most operative in a face-to-face setting, in some cases experts are asked to leave a message particularly in the pack of a product. Advertising message for a product must be persuasive and convincing in other to achieve the consideration of the consumers. Consumer will prefer products with persuasive and convincing advertising message where face-to-face setting is mostly not possible than products with less convincing characteristics. Advertising message are effective in encouraging and convincing consumers if they possess such characteristics as being presented in a courteous and conversational tone, concise, correct and accuracy, written in clarity and precision, and concrete.

Noodles is among the most imperative staple food items in all part of Nigeria, since the late 90s (Ibeleme, 2015). The fastness of preparation makes it number one choice especially among children, adolescence and young adults since the introduction of these products in Nigerian market. Majority of the noodles brands like the Indomie which was the first to introduced to consumers in Nigeria by De-united Ltd. Indomie has now become the household name since the late 90s that even a child of 2years of age could pronounce it so fluent amidst other brands competing in the market like Tommy Tommy, Chikki noodles, May & Baker Mimi noodles, ‘O’ noodles, and now the latest of them all, the Golden Penny noodles of Flour Mills Plc. With these variety of competition of the products, large amount of money are budgeted for advertising because of its necessity for the noodles brand and message characteristics on noodles products make the difference in consumers’ preferences for the products. Therefore, it is a necessary to explore more details of message characteristics of noodles product in order to understand how to influence consumers’ preferences in Umuahia South Local Government Area of Abia State, Nigeria for selected noodles products.

1.2 STATEMENT OF THE PROBLEM

Message characteristics are significant elements that stimulate consumers’ impulse to purchase a given product. The necessity of message characteristics are observed in their role as sales promotion mechanism for organizations; and consumers’ preference of a given product are also stimulated by the features of the advertising message such as having courteous and conversational tone, being concise, being correct and accuracy, being written in clarity and precision, and being concrete. Thus, the response of buyers to any given products depends largely on the prospects of its advertising message characteristics.

One of the problems that motivated this research is the matter of consumers’ preference in terms of response to products based on advertising message characteristics. Poor advertising message used by most organizations are distasteful and do not catch consumers’ attention en-route for the product brand or their image. Consumers’ preference is influenced by advertising message which convey distinctive value to products. Message characteristics serve as an instrument for differentiation, and help consumers to differentiate the product from wide range of parallel products. Several researchers attempt to examine all potential message characteristics and their effect on consumers’ preference decision elsewhere but none of these studies have been carried out in Umuahia South Local Government Area of Abia State. Poor message characteristics on products have influence on consumers’ choice, when multiple and different choices are available.

Several companies that produce noodles products leave message on the package of the products as means of persuading and attracting more customers for their products in their absence. Message characteristics convey distinctive value to products and serve as instrument for product differentiation (Suraj and Raveendran, 2012). Consumers decision to prefer a given product from a wide range of parallel companies selling the same products. Consumer decision do not depend solely on the advertising message for the products but also depends on the characteristics of the message such as courteous and conversational tone, being concise, being correct and accuracy, being written in clarity and precision, news worthiness, novelty, endorsement and being concrete and how it influences consumers’ sensory response in buying such products, creates more product awareness and preference, motivates consumers, captures consumers attention, persuade consumers, etc. These are other problems that motivated this study.

Most companies that produce noodles products with poor advertising message often loss their customers to those with better message characteristics irrespective of the quality of the product. This has made some companies to boom more than their counterparts and to last longer in existence than some. Some companies loose their market share as a result of poor patronage necessitated by poor products advertising message. Against this backdrop, this study addressed these aforementioned problems by broadly investigating the effect of message characteristics on consumer preference of selected noodles products in Umuahia South Local Government Area of Abia State.


1.3 OBJECTIVES OF THE STUDY

The main objective of this research was to analyse message characteristics and consumers’ preference for selected noodles in Umuahia South Local Government Area, Abia State.  The noodles selected for this study were Indomie noodles, Chikki noodles, Mimi noodles and Golden Penny noodles. The specific objectives of the study were to: 

i.       ascertain the extent to which the novelty of the advertising message influences the preference for selected noodles in the study area;

ii.       ascertain the extent to which the news worthiness of the advertising message influences the preference for selected noodles in the study area;

iii.       determine the extent to which courteousness and the use of conversational tone in the advertising message influences the preference for selected noodles in the study area;

iv.       find out the extent to which the conciseness, correctness and accuracy of the advertising message influences the preference for selected noodles in the study area; and                             

v.       determine the extent to which the clarity and precision of the advertising message influences the preference for selected noodles in the study area.


1.4 RESEARCH QUESTIONS

The following research questions guided this study:

i.       in what ways does the novelty of the advertising message influences the preference for selected noodles in the study area?

ii.       how does the news worthiness of the advertising message influences the preference for selected noodles in the study area?

iii.       how does courteousness and the use of conversational tone in the advertising messages influences the preference for selected noodles in the study area?

iv.       in what ways does conciseness, correctness and accuracy of the advertising message influences the preference for selected noodles in the study area?

v.       how does clarity and precision of the advertising message influences the preference for selected noodles in the study area?


1.5 HYPOTHESES OF THE STUDY

The following hypotheses guided the study:

  Novelty of the advertising message does not significantly influence the preference for selected noodles in the study area.

  News worthiness of the advertising message does not significantly influence the preference for selected noodles in the study area.

  Courteous and the use of conversational tone of the advertising message do not significantly influence the preference for selected noodles in the study area.

  Conciseness, correctness and accuracy of the contents of advertising message do not significantly influence the preference for selected noodles in the study area.

  Clarity and precision of the contents of advertising message do not significantly influence the preference for selected noodles in the study area.


1.6     SIGNIFICANCE OF THE STUDY

The study would be significant to the following group of people; business managers, manufacturers, consumers, scholars and researchers.

Business managers would benefit immensely from this study because the findings will give them an idea on how consumers will accept or reject their products based on their decisions on combination of marketing messages. This would make them to create a strong advertisement department or machinery on developing the most attention capturing and persuasive marketing messages that will attract more consumers for their products. Advertisement is an important economic instrument and the nature of message a manufacturer leaves for its product consumers is one of the core determinants of consumers preference decision. This study will benefit all in the business and consumers of noodles products. It will not only make money for the producers/manufacturers of these products, but will help them to satisfy the demands of consumers. This will translate into increased volume of trade and money in the Nigerian economy if the work is being published in a journal or textbook, to reach the masses.

The manufacturers will benefit from the findings of this study as it will provide them with information on the extent their product’s advertising message and its characteristics could change consumers preference towards their products. As captains of industries they will know the kind of marketing message to leave for customers concerning their products and the medium to be used for effective and efficient market information. This will enable them make necessary modifications or changes towards their advertisement strategies in order to attract and retain more customers to their products.

The findings of the study would be beneficial to consumers like marketing lecturers/ teachers, manufacturers, business executives and others in food production and consumption. The work will be made available to these groups of beneficiaries through seminars, workshops, conferences, publications in journal and textbooks.  It will also help the consumers to make the right choice on what informed people’s preference for a brand of noodles product than the others based on the proper information gathered from this study.

Scholars will benefit from the findings of this work. The findings from this work will help both students and lecturers to understand the various message that influences consumer preference. The findings of this study will also educate scholars on the influence of message characteristics on consumers’ preferences. The findings of this study would give clue to other researchers who may want to carry out research in the related area by informing them on how best message characteristics influence the consumers preference for noodles products.


1.7 SCOPE OF THE STUDY

Content scope: The study is designed to analyse message characteristics and consumers preferences for selected noodles. The study focused more on the extent to which the novelty of the advertising message influences the preference for Indomie, Chikki, Mimi and Golden Penny noodles in the study area; the extent to which the news worthiness of the advertising message influences the preference; the extent to which courteousness and the use of conversational tone in the advertising message influences the preference; the extent to which the conciseness, correctness and accuracy of the advertising message influences the preference and determine the extent to which the clarity and precision of the advertising message influences the preference for Indomie, Chikki, Mimi and Golden Penny noodles in the study area.

Geographical scope: The study was conducted in Umuahia South LGA, Abia State, Nigeria. The consumers of noodles (Indomie, Chikki, Mimi and Golden Penny noodles) in Umuahia was used as unit of analysis for the study.


1.8       DEFINITION OF TERMS

Consumer Products: Consumers product refers to any tangible product disposed for sale to person or household usage and not for business purposes. It encompasses products that are purchased for consumption by the average consumer. They are alternatively regarded final goods, and are the end result of production and manufacturing and are what a consumer will see on store shelf. Examples include food, jewellery and clothing.

Consumer satisfaction: Consumer satisfaction is a term that measures how products or services supplied by a company meet or surpass a customer’s expectation. Customer satisfaction is important because it provides marketers and business owners with the metric that they can use to manage and improve their businesses.

Advertising message:  This is primarily informational message, typically intended to be explicit, literal, and unambiguous and reflecting an instrumental communication style that communicates the intentions of a product manufacturer to the consumers where the manufacturer explaining the contents and value of its product face-to-face to the consumers.

Advertising message characteristics: This is defined as the vital component any marketing message possesses in other to induce a response from the recipient.


 

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