ABSTRACT
This research
work was undertaken to determine the effect of advertising on the sales volume
of beverages in Awka Metropolis. The case study of this project was picked from
different manufacturing companies of Nestle Food PLC; Cadbury PLC and Cocoa
Industry Ltd with their specific products Milo, Bournvita and Vitalo. In the
first chapter, the researcher was able to high-light the statement of problem
as to know if the use of advertisement increases the sales of the product.
Still under the same chapter, the researcher also high-lighted the research
question as well as the Research Hypothesis which includes that Advertising
increase sale of Beverages. Also, that consumer are aware of the product (both
old and new). On that note the researcher concluded that external stimuli
affects consumer reception of the advertisement message. In chapter three, the
researcher used both primary and secondary data. The respondents were producer.
Questionnaire were also used. For better understanding of the study, attention
was draw on how the data were collected from five different zones (zik Avenue, Amawbia, Eke Awka, Aroma and
Arthurs Eze Street). Apart from this, the data was tabulated in frequencies and
percentages in which Chi-sqaure (X2) and correlation analysis were
used to analysis and test the various
hypothesis in the study. The data interpretation and analysis gave the
following findings. The researcher came to find out that most producers prefer
Television Advertisement to another reason demonstration. Base on further
findings, the researcher discovered that some respondent, would want to
make a purchase of the new products
accepting that the new product could have a better quality and relatively low
price. Finally, the researcher found out that with advertisement it would have
a chain effect or it will convince many new customers on hearing the
advertisement some consumer will be eager to taste the product to know if the
advertised product attributes are actually existing.
TABLE OF CONTENT
TITLE PAGE
------------------------------------------------------------I
APPROVAL--------------------------------------------------------------II
DEDICATION-----------------------------------------------------------III
ACKNOWLEDGEMENT-----------------------------------------------IV
ABSTRACT-------------------------------------------------------------V
TABLE OF CONTENT-----------------------------------------------VIII
CHAPTER ONE
Background of the study-------------------------------------------
Statement of the
problem----------------------------------------------------
Objective of the
study------------------------------------------------------
Research question--------------------------------------------------------
Research
Hypothesis------------------------------------------------------
Significance of the
study--------------------------------------------------
Scope of the
Study---------------------------------------------------------
Definition of
Terms------------------------------------------------------
CHAPTER TWO
Literature
review---------------------------------------------------------
Introduction to the
Chapter--------------------------------------------
Origin of
Advertising------------------------------------------------------
Types of
Advertising-------------------------------------------------------
Advertising
Media---------------------------------------------------------
Review of Current
Related Study-----------------------------------------
Summary of Literature
Review--------------------------------------------
CHAPTER THREE
Research
Methodology--------------------------------------------------------
Introduction of the
Chapter-----------------------------------------------
Design of the
Study--------------------------------------------------------
Population of the
Study----------------------------------------------------
Sample Size
Determination-----------------------------------------------
Instrument for the Data
Collection---------------------------------------
Validation of the
Study---------------------------------------------------
Distribution and
Retrieval of Instrument-------------------------------
Method of Data
Analysis--------------------------------------------------
CHAPTER FOUR
Data representation and
Analysis----------------------------------------
Introduction of the
Chapter----------------------------------------------
Test of Hypothesis
i--------------------------------------------------------
Test of Hypothesis
ii------------------------------------------------------
CHAPTER FIVE
Summary of the
Findings--------------------------------------------------
Conclusion ------------------------------------------------------------------
Recommendation------------------------------------------------------------
Suggestion for Further
Studies------------------------------------------
Questionnaire-------------------------------------------------------------
Reference-----------------------------------------------------------
Bibliography----------------------------------------------------------
Appendices-------------------------------------------------------------
CHAPTER ONE
INTRODUCTION
1.1
Background of the Study
Many
companies still rely primarily on one or two communication tool to achieve
their communication aims. This is in spite of the great changes taking place in
the market economy especially the des integration of mass market into a
multitude of mini market each requiring its own communication approach.
The wide range of communication
tools, message and audience makes it imperative that companies’ gives thought
to a prospect and user and orchestration of communication tools.
Based on this, advertising is one of
the communication tools is a paid form of non-personal presentation and
promotion of idea, goods or services by an identified sponsor which is measured
in media. The measured media include print and electronic media and outdoor displays
as the case may be.
Sales promotion covers the wide
range of activities not encompassed in
personal selling or advertising, rebates, premiums, couponing, price off packs,
bonus pack, sampling, point of purchase
material, trade allowance, sales and dealer incentives, trade shows and
exhibition, consumer education and demonstration.
The role of communication in the
marketing mix of an individual company depends on the product, the nature of
its market, the competitive situation of the beverage industry and numerous
other factors. Wide variation of the effectiveness in the use of marketing
variables lead to difference among industries and companies in the magnitude of
the communication expenditure, we should all note that some form of advertising
has probably existed since the development of the exchange process. Most of the
early advertising was vocal. Today the increase in its dimension has modernized
its means, carriers and vendors sold various product, made public announcement
and created man y advertising slogans. Songs were also used to identify
products or services like wise symbols that also represented something.
The printing press was also used in a
fashion which leads to the gradual growth and development of advertising,
thereby providing a practical readily available medium to deliver advertising
message to the literate in the public.
Advertising in ancient and medieval
times was crude when compared to present day standard. Nevertheless, the basic
reason for employing the techniques was the same as now, to communicate
information educate and ideas to groups of people in other to change or
rein-force an attribute.
Our knowledge of advertising in
ancient times naturally was fragmented. The discoveries of archeologist in the
countries boarding the meditarian sea(s) have turned up that the Romans and
some predecessors had learned that it pays to advertise.
Thus even from the start of
civilization man has felt the start of civilization man has felt the need to
advertise. It has been part of firm’s relationship with the society. They have,
of course, been development of techniques but the basic principles have
remained primarily constant. Perhaps most of the significance shift of emphasis
over the centuries has the transaction in organized advertising from the
artistic to the commercial.
In this study, the researcher will
explore how advertising seem to be wonderful institution in our society
influencing a lot of buyers behavior with reference to the beverage.
1.2 Statement of the Problem
The problems that triggered up this
study are partly stated as they quicken and ease out the work of the
researcher. The following are the
problems:
The need to ascertain if
the use of advertisement increase the sales volume
of the product [Bournvita, Milo,
Vitalo].
The need to ascertain if the influence of the external stimuli
affects consumer reception of the advertisement message
1.3 Objective of the Study
The
main objective of the study is to find out the effect of advertising on the
sale volume of Beverages in Awka metropolis
The
specific objectives are as follows:
1)
To find out whether the consumers lack
of product knowledge contributes.
2)
Find out, if the consumer past purchase
action is stimulated by the influence of advertising.
3)
Find out if the use of advertising on
the sales of Beverages firm increase its sales turnover. Fashion out strategies
for winning new audience [prospect] for the Beverages firm.
1.4 Research Question
To
achieve the objectives of the study, the following research questions are
necessary:
1) Does
the use of advertisement increase the manufacturers sales?
2) Does
influence of the external stimuli affect consumers reception of the
advertisement message?
1.5 Research Hypothesis
The
following hypothecal statement are
designed to help in our analysis. They are represented in alternative
hypothesis.
HAi The use of advertisement increase
the
manufacturer sales of Bournvita, Milo, Vitalo.
Hoi The use of advertisement does not
increase
the
manufacturer sales of Bournvita, Milo, Vitalo.
HAii The influence of the external stimuli
affect
consumers reception of the
advertisement message.
HOii The influence of the external stimuli
does
not affect consumers reception
of the advertis
ement message.
1.6 Significance Of The Study
The study of this project will be
very beneficianary or useful to the consumers of Bournvita, Milo and Vitalo.
Consumers who take beverages are less to some certain health problems like
strokes, tooth decay, reduce cardio vascular risk and also prevent cancer.
This work, on completion will be
made available to the
Polytechnic
library so that researchers who may embark on the effect of advertising on
consumer beverages in future programmers will make use of it.
Furthermore, the public may find this
work valuable in cases where they wish to widen their knowledge of the effect
of advertising on the sales volume of beverages.
Finally the study will help firms
understand the importance of advertising. It will also enable them to structure
adverts and brand to make more appealing in other to improve sales and leads to
better performance. As the study gives a clear insight into how advertisement
can influence consumer’s behavior, many firms will be encouraged into using
adverts to make their product. When firms start making more sales and profit as
the result of advertising, the economy of Nigeria will be boosted as income
from tax will be accrued to the government of Nigeria.
1.7 Scope of the Study
The research work covered the area of
Awka metropolis. The researcher divided Awka into five zones, namely Zik
Avenue, Amowbia, Eke Awka, Aroma and Arthur Eze Street respectively.
It was consumer and manufacturers
representative with this zones that received the questionnaire.
1.8
Definition
of the Terms
ADVERTISING-
Is any form of non-personal presentation of ideas, goods and services by an
identified sponsor.
PROMOTION-Promotion
stands for the various activities the companies undertake to communicate its
product merits and to persuade target customers to buy them.
PERCEPTION-Perception
is the process by which an individual, select, organize and interpret
information outputs to create a meaningful picture of the world.
CONSUMER-
An individual or household that purchase a particular product for personal or
household or industrial use.
PRODUCT-
Anything capable of satisfying a consumer need or want. It comes sometimes in
physical object or service, an idea or place.
PATRONISE-
The favoring of a particular product or brand of one’s choice.
PERSONAL
SELLING- Is oral presentation in a conversation with one or more prospective
purchases for the purpose of making sales.
PRODUCT
POSTING- Is the act of designing the companies and marketing mix to fit a given
place in the consumers mind.
MARKETING
STRATEGY- This is the marketing logic which the business unit expects to
achieve its marketing objectives.
Marketing strategy consist of
marketing decisions on the business marketing expenditures; marketing and
marketing allocation.
MARKETING
MIX- Is the mixture of controllable marketing variables that the firm uses to
pursue the source value of sales in the target market.
Click “DOWNLOAD NOW” below to get the complete Projects
FOR QUICK HELP CHAT WITH US NOW!
+(234) 0814 780 1594
Login To Comment