TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
1.2 Statement of Research Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Hypotheses
1.6 Significance of the Study
1.7 Scope of the Study
1.8 Limitations of the Study
1.9 Operational Definitions
1.10 Plan of the Study
References
CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction
2.1 Sales Promotion
2.2 Objectives of Sales Promotion
2.3 Marketing Strategies
2.4 Approaches to Marketing Strategy
2.5 Marketing Strategies
2.6 The Marketing Mix Base Approach
2.7 Product Strategy
2.8 Promotional Strategy
2.9 Pricing Strategy
2.10 Product Life Cycle Base Approach
2.11 The Market Share Base Approach
2.12 Alternative
Marketing Strategies towards Market Segments
2.13 Factors for Selecting a Marketing
Strategy
2.13 Market Share
2.14 Reasons to Increase Market Share
2.15 Ways to Increase Market Share
2.16 Target Market Strategy
2.17 Conclusion
2.17 Summaries
of Empirical Findings on the Significance of Marketing Strategies
CHAPTER
THREE
RESEARCH
METHODOLOGY
3.1 Introduction
3.2 Research
Design
3.3 Restatement of Research Questions
3.4 Restatement of Hypotheses
3.5 Characteristics
Of A Population
3.6 Sampling
Design
3.7 Data
Collection Instruments
3.8 Administration Of Data Collection Tool
3.9 Validity of the Research Instrument
3.10 Procedure for Analysing Collected Data
3.11 Limitations of the Research Methodology
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND INTERPRETATION
4.1 Introduction
4.2 Respondents
Characteristics and Classification
4.3 Data Presentation And Analysis According To Research Questions
CHAPTER
FIVE
SUMMARY
OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of
Findings
5.2 Conclusion
5.3 Recommendations
5.4 Suggestion for Further Studies
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Demographics and product attributes are the mostly widely used variables
for segmenting the market, with demographic categories used to match segments
with media profiles, mainly because most media described their audiences by
demographics. Although recent research has identified new bases for segmentation,
including lifestyles, benefits, etc., profiling of target audiences by the
media has changed very little. Media reach and pricing continue to be based on
the demographic characteristics of the targets, and thus demographics continue
to play an influential role. However, although the demographic profile of
consumers in many markets has changed considerably over time, research into
demographic factors appears to have waned in favor of more 'exotic' variables
(Kauhanen, 2005).
Kavassalis, , Ntina, Dimitris, Evangelos, Gregory, and Antonis (2003), in
everyday experiences, customers are exposed to a variety of advertising
appeals. These appeals are aimed at influencing the customer's attitude towards
a wide range of products and services. Through television, radio, and the
Internet, they reach a large number of individuals who represent a wide range
of cultural and ethnic backgrounds. But to what extent these appeals are able
to influence consumers belonging to different demographic profiles is to be seen.
Investigation of the literature identified some interesting imbalances. The
majority of studies investigating demographic influences in advertising were
found to focus on gender, and only a few considered other demographic
variables.
The need for increase in sales
performance is one that is common and important to all business organizations.
For a business to achieve this, its target market must be aware of the
organizations products or services. This can only be achieved when an
organization advertises (Leppäniemi and Heikki, 2005).
In this era of changing and ever so
stiff competitive business environment it is generally believe that a business
organization that doesn’t advertise is like a man winking in a dark room filled
with other people. Only he knows what he is doing but others do not.
Organizations today face similar
challenges – enhance price performance, increase satisfaction and retention,
improve productivity and efficiency, while streamlining business process and
driving bottom-line growth; all these are key to superior performance delivery.
The task of delivering outstanding
performance has become more complex. Increasing, it involves the design of
management structure and control systems that drive strategic change.
Capitalize on new opportunities and
minimize risk-all without hindering the company’s flexibility and creativity.
No longer is it enough for top executive with responsibility for performance
and competitive positioning to explain past results. Now they must understand
how to communicate, implement and control corporate and business-unit strategy
with metric/dashboard to show result delivery and accomplishments in
performance.
Organization whether big or small
should therefore involve themselves in one form of Advertising or the other in
order to enhance sales performance.
1.2 STATEMENT OF RESEARCH
PROBLEM
It has always been a problem to
ascertain whether or not advertising has any correlation or bearing with
corporate performance. Also, most people wonder if the amount spent or budgeted
on advertisement annually does directly translate to all that is required to
say a company has performed.
The focus here will be to have series
of corporate performance analysis in terms of top-line and bottom-line growth
i.e Revenue and Profit matched against Advertisement cost over several years
(minimum of 5 years). This could also be drilled down on various product brand
performance during the same period as highlighted above. Corporate performance
is vital to the organization continual existence.
Technological advancement in the
economy has led to change of the taste of some passengers. The problem then
arises of the need to enlighten the targeted market and make them aware of the
current and advanced state of the products and services.
This study is thus an attempt to
assess the impact or effect of media advertisement on sales of consumer goods.
1.3 OBJECTIVES OF THE STUDY
The main objectives of this study it
to examine the effect of Advertising campaign on sales of consumer goods. To
achieve this, the following specific objectives shall be our guide.
·
To
determine the impact of media advertising enhances consumer’s patronage of
consumer’s goods.
·
To
determine whether media advertising activities influenced consumer buying behaviour
and increase consumption pattern.
·
To
determine whether media advertisement enhances consumer’s loyalty.
1.4 RESEARCH QUESTIONS
In order to explore the objectives of
the study these research questions were developed.
o
Does
media advertisement have effect on sales of consumer’s goods?
o
To
what extent does media advertisement enhances consumer’s patronage?
o
Does
media advertisement enhance customer loyalty?
1.5 HYPOTHESES
The following hypothesis will be
tested in the course of this study.
o
There
is no significant relationship between media advertisement and sales of
consumer’s goods.
o
Media
advertisement does not enhance consumer’s patronage.
o
There
is no significant relationship between media advertising and customer loyalty.
1.6 SIGNIFICANCE OF THE STUDY
The
study concentrates on the effect of media advertisement on the sales consumer
goods in Lagos. The significance of the study are numerous, thus, some of the
significance are discussed below:
The
study provides knowledge to enables organizations understand the effectiveness
of its media advertisement and allow users to participate in a rapidly changing
world in which work and other activities are increasingly transformed and
reshaping the workforce.
The
study, it is hoped provides a searchlight to researchers as to the extent of
the use of media advertisement in the marketing industry. The study examines
the evolving relationship between media advert and marketing development with a
view of highlighting the possible future trends that will occur in the
marketing industry. Thus, the findings of this study contribute in no small
measure to the existing literatures on the subject area. It also enhances
further research that will go beyond the scope of this study.
This
study proffers ways and means of building an effective media advertisement
strategy as well as its role as a tool in enhancing organizational productivity
in the marketing industry and the findings of the study will be used by the members
of the society at large. They include investors, suppliers, policy/decision
makers, distributors and other companies in the country. They are all
interested on the quality and stability of media advert to make quality
decision.
On the whole, it is hoped that this
study and its findings will help is general, as a useful guide and aid in
formulating and developing a good advertising campaign for a desired market.
Besides, some of the suggested solution and recommendations will be found
useful as they open up the nature of the markets complex and dynamics state.
1.7 SCOPE OF THE STUDY
The study only covers the effect of
media advertisement on sales of consumer goods in some selected marketing firms
in Lagos. This project study considers advertising experience on sales
performance and how this has affected the corporate performance of the company.
1.8 LIMITATIONS OF THE STUDY
Every research study or under taking
has its own limitation or shortcomings. There is no exemption in the case of
this study. Thus, the level of accuracy in this study is proportional to the
availability of information that the respondents gave. Also there is this
uncertainty that information given is without bias. Hence, making the
information gathered to have some element of errors which may affect the
generalization of the findings of this study. However, it should be pointed out
that this drawback is not peculiar to this study alone but to all other studies
that use survey method. Also, the study is restricted to selected marketing
firms in Lagos, thus, making the scope of the study to be narrow, hence this
may rob the study of its generalization.
1.9 OPERATIONAL DEFINITIONS
Consumers: They are sometimes called user. They
are also those individuals, organizations or part of organization, which use up
or consume product and services.
Fixed Cost:
Are incurred by the business at any level of output and they include equipment
maintenance, rate, wages and general upkeep.
Manufacturer: The
organization that produces the goods and services.
Market: It is
all the potential customers sharing a particular need or want who might be
willing and able to engage in exchange to satisfy that need or want.
Marketing: It
is the social managerial process through which individual and group create
exchange product and values among themselves to satisfying their needs and
wants.
Marketing mix: It
is an influence on consumer behaviour, represents the combination of some
marketing tools called four-Ps-price, product, place and promotion used to bring
about a change in the behaviour of the market in a designed behaviour.
Promotion: It
is any marketing activities that induces awareness of, and try to solicit
support for buying and usage of a product or service that is being featured.
Advertising: It
is a concept that differentiates advertising from advertisement because they
are not the same.
Advertisement:
It is a technique used by advertisers to reach their target audience.
Media: is a
form of channels of communication through which advertising messages are
conveyed.
Communication:
It is a process which involves the sender sending message in such a way that
the receivers translate it in the way the sender intended it.
1.10 PLAN OF THE STUDY
This research study is organized to
be in five chapters.
Chapter One: This chapter, tagged “introduction”,
dealt with the background of the study, the statement of the problem, the
objectives of the study, research questions, hypotheses, scope of the study,
significance, definition of terms and limitations.
Chapter Two: It deals with review of relevant
literatures on the subject. In it, we shall take a look at the concept tagged
“media advertisement and sales of consumer goods. The meaning of some
terminology related to the subject will also be given. Also highlighted in the
chapter is the role of technological innovation enhancement of customer service
delivery.
Chapter Three:
The third chapter of the study will contain research methodology. Research
methodology simply stated the method that will be employed in carrying out the
research. For simplicity, the chapter will be broken down into seven
sub-heading, namely; restatement of research questions; restatement of the
hypothesis, research design; sample design and procedure; data gathering
instruments; procedure for administering the questionnaires; and constraints in
administering the questionnaires.
Chapter four;
This chapter, called “data presentation and analysis”, will statistically
present data collected in a simplistic manner, using tables and simple percentage.
Attempt shall also be made to analyses data so presented for our clearer
understanding.
Chapter five:
This last chapter of the project will present the summary of the finding of the
research, conclusion drawn on it, and research recommendation.
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