Abstract
This study examines the “impact of advertising on
consumer purchase decision” using Dangote Nigeria limited (Dangote spaghetti)
as a case study, so that the relationship that exist between advertising and
spaghetti will be analyzed.
In order to find solution to this problem three (3) hypothesis were formulated
and data were collected through the use of questionnaires administered on a
sample or one hundred (100) customers. Furthermore, result obtained from the
test of hypothesis shows that advertising has an effect on consumer purchase
decision with a particular reference to Dangote spaghetti. Base on findings it
was therefore recommended that Dangote Nigeria limited should improve on its
advertising media, in order to have a large market share in the market of
spaghetti.
TABLE
OF CONTENTS
Title
Page i
Certification
ii
Dedication
iii
Acknowledgments
iv
Abstract
v
Table
of Contents vi
CHAPTER
ONE: INTRODUCTION
1.1 Background to the Study 1
1.2
Statement of the Problem 4
1.3
Research Questions 5
1.4 Research Hypothesis 5
1.5 Purpose
of the Study 7
1.6
Scope of the Study 7
1.7 Significance
of the Study 8
1.8 Limitations of the Study 9
1.9
Operational Definition of Terms 10
CHAPTER
TWO: REVIEW OF
RELATED LITERATURE
2.1 Introduction 13
2.2 Definition of Advertising 14
2.3
Advertising Objectives 16
2.4 Types
of Advertising 18
2.5
Advertising Media 20
2.6
The Effect of Advertising 23
2.7
Measurement of Advertising Effectiveness
24
2.8
Communication Effect/Purchase Effect 24
CHAPTER
THREE: RESEARCH
DESIGN AND METHODOLOGY
3.1
Introduction 27
3.2 Research Design 27
3.3
Population of the Study 28
3.4
Sample/Sampling Techniques 29
3.5
Instrumentation 31
3.6
Method of Data Collection 31
3.7
Method of Data Analysis 33
CHAPTER
FOUR: DATA
PRESENTATION ANALYSIS AND INTERPRETATION
4.1 Introduction
36
4.2 Data Presentation and Interpretation 36
4.3 Data
Analysis and Hypothesis Testing 53
CHAPTER
FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1
Introduction 62
5.2 Summary
of Findings 62
5.3 Conclusion
63
5.4
Recommendations 64
References
67
Appendix
69
CHAPTER ONE
INTRODUCTION
1.1
Background to the Study
A typical market is made
up of people who have various needs. Some are buyers in the market while others
are sellers. Each participant in the exchange process is often confronted with
the problem of searching. Every attempt to satisfy consumers needs and desires,
it is usually and most often the duty of the sellers to package their product
or service information for dissemination to the consumers by employing such
relevant vehicle as promotional activities which is conveyed and executed
through advertising. Effort is made to persuade buyers in order to act when
they receive this information.
Therefore,
it should not be surprising to see the systematic and gradual development of
advertising form a basic tool of marketing into a very vital means of
communication. Most of the message contents in our media advertisement is
through the magazines, radio, bill board, newspaper television are not merely
for the sales of the advertised product, but equally to entertain, educate,
beside the provision of useful and revenant information to such media audience.
In
a developing country like Nigeria, the distribution of available goods and
services depends on consumers learning habit. In fact, advertising do not often
persuade people against their wish unless they are gullible and
unsophisticated. To some people advertising is regarded as an art, while other
see it as a science. To this background, advertising is a unique combination of
‘both variables. Advertising comprises the effective blending of the
behavioural science such as anthropology, sociology, psychology etc with the
communication arts such as writing editing drama graphic animation and
photography etc.
Nevertheless,
for a successful promotional activities, advertising skills must be employed
using words, pictures, slogans jungles, colours, sizes and movement etc. to
entice the readers, viewers, listeners or passerby to stop, look, listen read,
develop interest, be convinced and then take action. Annually huge amount is being
invested and budgeted for a advertising by most states and manufacturer
(especially those in the consumer goods industries) besides the series or
advertisements clone through newspaper, radio, magazines and television, have
ignited the emotional zeal and enthusiasm by the company in carrying out the
study of communication effect on consumer goods like spaghetti and other product
like rice, salt sugar, tooth past, soft drinks, soaps, tin and coffee, with a
particular reference to Dangote group of company Lagos state. In fact, there
are various producers of these like products in Nigeria today these production
turn out different brands of these consumer goods (spaghetti) to the vast
Nigeria populace. Conversantly, Nigeria can account for about 8 brands of
spaghtti produced by different companies today. Because of this still
competition in this consumer product manufacturers, one is tempted to wonder
how the newly operating once are able to stimulate public awareness and
patronage according to Jerkins (2003), the effort of advertising is to
influence people buying behaviour, but this is difficult since human being
behave differently, thereby making mass consumer behaviour virtually
unpredictable.
The
essence of this study is to evaluate the effect of advertising on consumer purchase
decision of Dangotte spaghetti”. Hence, this research work is to find out the
extend to which those advertisements of Dangotte spaghetti have succeeded in
influencing its consumers when making their buying decisions.
1.2
Statement of the Problem
To be candid, this research work is
based on effect of advertisement on Dangotte spaghetti on its consumers, and it
is aimed at solving some vital problems.
This research work is obliged to find
out the extent to which those advertisement of Dangotte spaghetti have
succeeded in influencing its consumers when making their buying decisions.
Again, this study is out to decipher the extent to which Dangote spaghetti
advertisement have justified the- huge sum of money invested and expended on it
in terms of attracting public.
1.3 Research
Questions
i.
To what have advertisement succeeded in
influencing the buying and consumption rate of Dangote spaghetti consumer?
ii.
Does the media advertisement of Dangote
spaghetti actually have the potentials for creating brand loyalty?
iii.
What are the other factors which
influences consumers in making their buying decision apart from the various
advertisements on Dangote – spaghetti?
1.4 Research
Hypothesis
This research work is based on the
following hypothesis.
Hypothesis One
HO: The various media advertisement of Dangote
spaghetti generates brand loyalty for the spaghetti amongst is diversified
consumers
HI:
The various media advertisements of Dangote
spaghetti does not generate brand loyalty for the spaghetti amongst its
diversified consumers.
Hypothesis
Two
HO: The media advertisement of Dangote spaghetti
always been dictating and influencing the buying and consumption habit of Dangotte
spaghetti consumers.
HI: The media advertisements of Dangote
spaghetti have never dictated let alone influence the buying and consumption
habit of Dangote-spaghetti consumers.
Hypothesis
Three
HO: The cost of advertising Dangote spaghetti
does match with the benefits that accrue to advertising especially when the sale is high in volume.
HI:
The cost of advertising Dangote spaghetti
does not match with the benefits of advertising. That is to say that no matter
the benefit of advertising, this particular product does not depend on
advertising for consumer purchase decision.
1.5
Purpose of the Study
The purpose of this study is to evaluate
the effect of advertising on the consumption of “Dangote spaghetti.
Advertisement has always been on the radio bill boards along high ways.
i.
To find out the extent to which
advertisement have succeeded in influencing the buying and consumption rate of
Dangote spaghetti consumer.
ii.
To also find out if the media
advertisement of Dangote spaghetti actually has the potentials for creating
brand loyalty.
iii.
Equally it is the intention of the study
to find out those other factors which influences consumers in making their
buying decision apart from the various advertisements on Dangote – spaghetti.
1.6
Scope of the Study
This research work is limited to
assessing and examine in details the effects of advertising on the consumer
buying decision especially on Dangote spaghetti, with particular reference to Dangote
group of company’s Lagos state. The scope of the study is limited to the
consumers buying habit to enable the researcher to know how advertising can
easily influence the buying decisions of consumers of Dangote spaghetti, in the
process of making their choice amongst other brands of spaghetti.
1.7 Significance of the Study
This research work is useful in the view
of the researcher based on the exposure and also to the management of Dangote
group of company’s the professors of advertising the field of mass
communication the interested members of the public and of course, posterity,
stand to benefit from this study.
In view of the massive competition
amongst the various spaghetti industries for keen awareness and attention,
beside the huge amount of money being annually budgeting on advertising by Dangote
group of company, this study would tremendously help the researcher in
deciphering whether this heavy sum of money invested on advertising by Dangote
group of company’s Nigeria Plc, is worth while.
This research study will also assist the
present and future students in advertising field to understand how powerful and
effective media advertisement in influencing consumer buying decisions is.
Equally, this research work would go
very long extent in enhancing public enlightenment on how best the Dangote
spaghetti consumers tests and choices are dependent on the various media
advertisements available to the prospects In considering this research work
from a scientific and empirical point of view, it would aid those in the field
of mass communication in knowing that most critics of advertising are
themselves advertisers and indeed, purchasers of advertised goods and services.
1.8 Limitations of the Study
The insufficient
documentary evidence and related literature on the impact of advertising on the
marketing Dangote spaghetti making research on information given by few
textbooks, articles, journals of supplement the existing data. Finance also
limits the effort of the researcher to get material for the research work and
browsing the internet to get recent development regards the study.
In addition respondent
attitude towards the research was not favourable. They were not ready to
cooperate by giving all necessary information needed to carry out the study
however this situation seriously undermined a comprehensive study.
1.9
Operational Definition of Terms
In order to aid our understanding of the
whole work, if is important that some terms used in this work be defined such terms
are defined below;
a. Product: A products is a
set of tangible and intangible attributes, including packaging, colour, price
and retailers service which the buyer may accept as offering satisfaction of wants and needs
b. Advertising:
The
program or series of activities necessary to prepare the message and getting it
through to an intended audience.
c. Advertisement: It
is the content of a particular message.
d. Message: It is the
symbols that the advertisers transmit to his audience to address, for benefits,
purpose, motivations reasons or for identification.
e. Appeal:
The motive use to create interest on a product or
services and to stimulate a purchase.
f. Copy: This is
prepared by an expert copy writer, it is a written or spoken material of
advertising communication and includes the headline, name and address of the
advertiser as well as the main text of the message.
g. The medium: Refers
to routs of channel through which the message are delivered to the target
audience of consumers.
h. Brand
Loyalty: Knowledge of the attributes of a particular product:
i. Consumer
behaviour: A subject of human behaviour concerning
with specific bearing on the purchase or goods and services from marketing
organization.
ii. Purchase
Decision: The process by which organization defines their needs, for
goods and services. Identify and compare the suppliers available to them,
negotiate with sources of supply or in some
other ways arrived at agreed terms
of trading, make contracts and place order, and finally receive the goods and
services and pay.
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