ABSTRACT
This research work was carried out to examine the effectiveness of
advertising in the marketing of consumers’ product using Nestle Food Nig Plc.
The objective of this study is to know if advertising has any effect on
consumer choice for the product of the firm and also examine if advertising has
any influence on the business cycle. The data were collected from primary
source through administration of questionnaires data collected were presented
in tables and percentage. A sample size of 25 was adopted and questionnaires
were administered only 30 were returned. The data collected were analyzed using
the percentage method while the hypotheses formulated were tested using the
chi-square method. The study reveals that profit maximization can only be
achieved if advertising is encouraged in small scale business management. Based on my findings the study recommends amongst others that
advertising should be given a great recognition especially with infant industry
or company in order for them to survive in the market place. It is concluded
that the market share will be boosted, if advertising is properly handled.
TABLE OF CONTENTS
Title
Page
Certification
Dedication
Acknowledgements
Table
of contents
Chapter one:
Introduction
1.1
Background of the Study
1.2
Statement of the Problem
1.3
Research Question
1.4 Objective
of the Study
1.5 Research
Hypotheses
1.6
Scope of Study
1.7 Significance
of the Study
1.8 Limitations
of the Study
1.9
Definition of Operation Terms
Chapter Two: Literature
Review
2.1
Introduction to the Study
2.2
Current Literature Review
2.2.1Marketing
Concept
2.2.2 Meaning of Advertising
2.2.3 Types of Advertising
2.2.4 The
Impact of Advertising on the Marketing of Consumers’ Products
2.2.5 Adver5tising Media Used by Nestle Food
Nigeria Plc
2.2.6 Factors
Influencing The Choice Of Advertising2.3 Relevant
Theories Of The Review
2.3 Relevant Theories Of The Review
2.4
Summary Of The Chapter
Chapter Three:
Methodology
3.1
Research Design
3.2
Research Population
3.3
Sample/Sampling Technique
3.4
Validity Of Instrument Used
3.5
Method Of Data Collection
3.6
Method Of Data Analysis
Chapter Four: Data
Presentation, ANALYSIS and Interpretation
4.1
Presentation Of Data
4.2
Analsis of data
4.3
Test of hypothesis
Chapter Five: Summary, Conclusion
and Recommendations
5.1
Summary of finding
5.2
Conclusion
5.3 Recommendations
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The
term “marketing” originated from the ideas of market. To the ordinary man in
the streets, market is a fixed place where buyer and sellers meet to transact business.
To the economist a market refers to all buyers and sellers who transact for a
goods or service.
While
to a marketing professionals, a market is all actual and potential buyers of a
product or service OSENI (2010).
In
marketing, the market is the buyer a study of the buyer; his needs and process
of satisfying them constitute activities now referred to as marketing.
Marketing is more than just selling and distribution of goods and service from
the producers to the ultimate and final users. It consists of numbers of
stages, starting from idea generation, product creation and development sales
promotion, advertising, publicity and distribution logics of the product or
services, which actually results to sales.
One
of these is advertising and these stages are closely inter-dependent on each
others, which can easily breakup if one of the stages is inefficient and
effective. Therefore, advertising is very essential as every other stages and
each depend on the other for its survival and success. The product or service,
its brand name, package and distribution are reflected in advertising, which
has been noticed to be the foundation of an organization. Without advertising,
the society will not be aware of the product and services produce by the
concerned firm.
The
industrialized nation has benefited from advertising. It has enable producers
as well as distributors to sell their products in both local and international
market. It has given the buyers opportunities to know and remember goods and
services that are of great benefits to them (Momoh, 2003). According to Igbafe
and Aluyor (2012), Advertising involves the bringing of consumers product to
the knowledge of the customers. The essence of making the people know about a
product is to create demand for the product. If a product is unknowing people
will not ask for it, people ask or demand for a product they are aware of it.
It is therefore, important that consumer products are made known to prospective
buyers by advertising or publishing through radio, television, newspapers,
trade fair’s etc.
Discussion
on this project will be focused on the effectiveness of advertising in the
marketing of consumers’ products. That is, does advertising really have an
influence in the marketing of consumer products? In addition, it will also be
centered on whether consider it necessary to buy an advertised product. The
product that will focused on are mainly consumers’ products “of foods specially
of Nigeria Plc”, its Head office at 22/24, industrial avenue, Ilupeju P.M.B
2114, Ikeja, Lagos.
Through
advertising has been gretly improved over the years, yet much has to be done.
These include the need to increase its effectiveness, top execution and
evaluation of its effectiveness.
Top
executive wants more proof than they now have that advertising proportionately
result too many sales as naira spent on other activities.
Conclusively,
its factory output is to maintain profitability, advertising must be powerful
and continuous. Mass market through the mass media
1.2 STATEMENT OF THE PROBLEM
Advertising
is very important to both profit and non-profit organizations and they cannot
do without it. Therefore, in determining the effectiveness of advertising on
consumers’ products one has to focus mainly on measuring the attitude of the target
of nestle foods Nigeria Plc in question and then attends to determine the
effects of advertising on these attitude such as perception, beliefs, emotional
feelings and behavioural response.
1.3 RESEARCH QUESTION
The
research question on which hypothesis would be based is:
i.
Does advertising stimulate and influence
the targeted audience to purchase consumers’ goods?
ii.
What makes advertised products more
attractive to consumers to purchase?
iii.
How can advertising survive and succeed
in creating demand for the company’s consumers’ products?
iv.
What makes advertised products more
attractive to consumers to purchase?
v.
Does advertising message affect buyers’
attitude and perception towards consumers’ good?
1.4
OBJECTIVE OF THE STUDY
The
project is specially concerned with the determination of the effectiveness of
advertising in the marketing of consumers’ products, precisely, that of the
nestle food Nigeria Plc expand a large sum of money annually on advertising.
Specifically, the research work aims at achieving the following objectives.
1.
To suggest ways of improving advertising
effectiveness via performance appraisal in nestle foods Nigeria Plc.
2.
To increase4 the effectiveness of
advertising and find a better way to evaluate it.
3.
To know the factors that influences the
choice of advertisi9ng media and by nestle foods Nigeria Plc.
4.
To examine the influence of advertising
on the marketing of consumers’ products on our economy.
5.
To final out how companies can
effectively and efficiently use on advertisement to mark their products in
various electronic and print media.
1.5
RESEARCH HYPOTHESES
The
hypothesis in the research work shall be formulated under “Null and
alternative” hypothesis, which is:
1.
Ho: Advertising
does not help to create awareness of the
product.
HI: Advertising help to create awareness of the
product.
2.
Ho: Advertising
does not help to create demand for a prod
HI: Advertising help to create demand for product.
3.
Ho: Advertising
does not influence consumer buying decision
HI:
Advertising influence consumer buying
decision
1.6 SCOPE OF STUDY
This research is
concerned with the effectiveness of advertising on the marketing of consumer
products. Under research of nestle food Nigeria Plc Ilupeja, Lagos state.
1.7
SIGNIFICANCE OF THE STUDY
This project, it will help every advertiser of
goods and service especially nestle foods Nigeria Plc to know the characteristics
of its audience. In terms of exposure to media viewing points occupation,
educational level and economic status.
This
study will also help advertise to come up with reasoned decision as regards the
best medium to use for their product and service in relation with the
characteristics of its audience. From the finding g of this research, the need
to channel their advert through the most suitable medium will serve as a
stimulant for future investigation by interested professionals.
1.8
LIMITATIONS OF THE STUDY
In
the course of writing this research, many factors acted as a barriers such
factors are:
1. Time factor:
As the saying goes that “time is money” much time was spent in writing this
project. This can clearly be derived from the fact that, most time that the
researcher spent on this work of study has on expense of other coursers for the
work of study has to be completed on time so that it can be submitted when its
due.
2. Finance:
This factor also posed a grate threat to the smooth running of the research in
many ways.
3. Textbooks:
In the course of this work of study a lot of textbooks were put into
consideration, also books written by specialist in this areas was never easy to
come by.
1.9 DEFINITION OF OPERATION TERMS
Advertising: According to American
Marketing Association (AMA), 1960, defined advertising as any paid form of
non-personal presentation and promotion of ideas, goods or services by an
identified sponsor.
Advertising Copy: NWOKOYE
(1984), sees advertising copy as the words and picture illustration that makes
up the advertisement as the way they are laid out to create a total impression.
Advertising Agency: BOON,
LOUIS, and David (1980), viewed an advertising agency as an independent
organization of creative and business people specializes in the development and
other promotional tools and receive communication from the media.
Advertising Media:
Momoh (2002), sees advertising medium messages can be carried to potential
buyers.
Motivation:
ASORE (2001), viewed motivation as the driving force of energizing force that causes
behavior to satisfy needs.
Consumer:
AROWOMOLE and ADEYEMI (2004), viewed consumer as an individual who buys and use
a product or service. They are people with need and want to satisfy.
Product:
AROWOMOLE and ADEYEMI (2004), opined that it’s an element of marketing mix that
represents the basis offering been made to consumer
It is anything (both favourable and
unfavourable) that one receive in an exchange: it is a complexity of tangible
and intangible attributes including financial, social psychological utilities
or benefits.
Consumer product: According
to MASOJE (2002), they are products already in their process form that is
consumed to derive satisfaction.
Consumer Behaviour: Is
the behaviour that consumers display in searching for purchase, using,
evaluating and disposing of product, services and ideas which they expect will
satisfy their needs.
Advertising-Budget: This is a statement of income and expenditure, which a firm is
expected to use in advertising its goods.
Marketing: According
to KOTLER (2002),is a social and managerial process by which individuals and
groups obtain which they need and want through creating and exchanging products
and values with others.
Pull strategy:
IDOGHO (2001), sees pull strategy as a promotional effort by the seller to the
final consumer’s demand who will then exert force on the distribution channel
to carry the product or service.
Target audience:
NWOKOYE (1984), opined that target audience is the audience which advertising
message is aimed at.
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