ABSTRACT
The research examined the Influence of Advertising on the Consumer
of Instant Noodles in Umuahia, Abia State, Nigeria. This study employed a
survey design to investigate the influence of advertising on consumer behavior
regarding instant noodles in Umuahia, Abia State, Nigeria.
The population for this study comprises consumers aged ten years and
above who consume instant noodles, totaling 300 individuals. Using the Yaro
Yamane formula, the sample size was determined to be 170 respondents. The study
employed a convenient sampling method to select participants. Primary data were
gathered through structured questionnaires distributed to the selected
respondents. The questionnaires were designed to capture demographic
information, consumption patterns of instant noodles, and the perceived impact
of advertising on consumer choices.
Data were analyzed using the Statistical Package for Social Sciences
(SPSS). Descriptive statistics such as frequencies and percentages were used to
summarize the research questions. Chi-square tests were conducted to analyze
the research hypotheses and determine the significance of relationships between
variables.
The study revealed that brand preference exists in the instant
noodle industry, with 74.8% of respondents preferring Indomie instant noodles. There
is a significant relationship between advertising and consumer brand
preference, with 83.75% of respondents agreeing that advertising influences
their brand choice. Also, quality is the primary factor consumers consider
before making a brand choice. This suggests that companies must continuously
improve product quality to maintain consumer brand loyalty.
The study concludes that: Brand loyalty exists in the instant noodle
industry, with consumers valuing product quality over price; Advertising
significantly influences consumer brand preference, making it crucial for
companies to deliver creative and persuasive advertising campaigns; Television
is the most effective medium for reaching consumers, indicating that companies
should allocate more resources to TV advertising while also leveraging radio
and internet platforms.
It was recommended among other recommendations that companies should
continuously research and improve product quality to ensure consumer
satisfaction and brand loyalty. Also, given the impact of word-of-mouth,
companies should consider using respected celebrities or influencers to promote
their products. Finally, companies should focus on television advertising while
also integrating radio and internet campaigns to maximize reach and
effectiveness.
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
1.2
Statement of the Problem
1.3
Objective of the Study
1.4 Research
Questions
1.5 Research
Hypothesis
1.6 Scope
Of The Study
1.7 Significant
of the Study
1.8 Limitation
of the Study
1.9 Definition
of Terms
CHAPTER TWO
REVIEW OF RELATED LITERATURES
2.1 History
of Advertising in Nigeria
2.2 History
of Instant Noodle
2.3 Advertising-Meaning
2.4 Advertising
Objectives
2.4.1 Basic
Advertising Media
2.4.2 Advertising Budget
2.5 Consumers
Behavior
2.6 Factors
that Influences Consumers Behavior
2.7 Advertising
and Consumer Behavior
2.8 Branding
2.8.1 Function
of Advertising According to Gerald Tellis J. 1998,
CHAPTER THREE
MATERIALS AND METHODS
3.1 Research Design
3.2 Area of The Study
3.3 Population of the Study
3.4 Determination of the Sample Size
3.5 Method of Data Collection
3.6 Sampling Technique
3.7 Data Analysis
3.8 Validity and Reliability
CHAPTER FOUR
DATA ANALYSIS AND PRESENTATION
4.1 Analysis
of Personal Data
4.2 Analysis
of Research Questions
4.3 Testing of Hypothesis
4.4.1 Chi-Square Test
4.4.2 Case Processing summary
4.4.3 EDU*
information provided by advertising affects my opinion cross tabulation. Count
4.4.4 Chi-Square Test
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1
Summary of Findings
5.2 Conclusion
5.3 Recommendations
REFERENCES
APPENDIX Questionnaire
CHAPTER ONE
INTRODUCTION
1.1 Background of the
Study
Almost
everyone grows up in a world which is flooded with the mass media, example:
music, internet, video, Billboard, magazines, movies, music, internet and
newspapers. (Latif & Abideen, 2011) of all the marketing weapons,
advertising is renowned for its long lasting impact on viewers mind as its
exposure it is much broader (Kate, 2007).
Advertising is
a subset of promotion mix which is one of the 4ps in the marketing mix i.e.product,
price placed and promotion. As a promotional strategy, advertising serves as
major tool in creating product awareness in the mind of a potential consumer to
take eventual decision.
Advertising through all
mediums influence audiences, but television is one of the strongest medium of
advertising and due to its mass research. It can influence not only the
individual attitude, behavior, lifestyle, exposure and the long run, even the
culture of the country (Latif & Abideen, 2011).
Instant
noodles market in Nigeria
has been proliferated in recent times. Instant noodle was a foreign food brand
in Nigeria.
Its origin could be traced to Asian countries and its arrival in Nigeria market
and decade and some years back had sparked off overwhelming interest in the
instance food Brand. It has become one of the most sought after food brands
amongst children and young adult in the country. As a result of several
manufacturers who saw the image market potential in the sector have joined the
pioneer manufacturer; delimited foods industries LTD, makers of indomie brand
in a cutthroat competition.
Therefore,
noodle market in recent times has produced competition more than any other
segment of the market. Over a dozen brands of instant noodles have been
launched into the Nigerian market in the last few years.
The market expansion is
attributed to the success recorded by the pioneer brand indomie. In the last
five years, brand like Tummy-Tummy, Chikki-Chikki, Indomie, Sum-yam, Golden
Penny, Dangote noodle have been introduced to compete for the market share.
Therefore,
this research study seeks to examine the effect of advertising on consumer
preference on selected instant Noodle in Umuahia, Abia State.
It also seeks
to find out how consumers have responded to the advertisement of these brands.
Whether their level of education affects the way they perceive these adverts,
why they prefer their favorites brand and which advertising medium has the most
impact on them. Also considering the huge amount of money spent on advertising
companies needs to know if their advertisement is effective or not.
In order to achieve
the above, this study has focused attention on three selected instant noodles
brands namely: Indomie, Tummy-Tummy, and Golden Penny Noodle. Indomie is made
by De United Foods Industries LTD, Tummy-Tummy by Tummy-Tummy Foods Industries
LTD, and Golden Penny Noodle by Floor Mills Nigeria Ltd.
1.2 Statement of the Problem
The problem
investigated by this research is the current situation existing in the instant
noodles market in Umuahia, where thee is a cut-throat competition between
various brands seeking to dominate the market. At this point, the needs to know
the reason why some are prominent in the market or dominate the market while
others are unfamiliar yet other are declining.
Also as
mentioned earlier, manufacturers (advertisers) at instant noodle have sent and
are still spending huge amount of money on advertising and they need to know if
their advertisements are effective or not.
Further more
is the problem of the best medium to employ for effective advertising as most
of them use several medium to advertise their brand. It is important that they
know the best and most effective medium to reach their target market.
1.3 Objective of the Study
The major
objective of this study is to examine the influence of advertising on the
consumer of instance noodles in Umuahia, with a special focus on indomie,
Tummy-Tummy, and Golden Penny. This research work is also designed to achieve
the following specific objectives:
i.
To determine the effect of advertising on consumer preference.
ii.
To determine the consumer media preference.
iii.
To evaluate the kind of message used by the advertisers that
creates positive influence.
iv.
To determine the effect of educational level of consumer on
advertisement reception.
v.
To make recommendations for further improvement in advertising
and brand management so as to assist firms in the instant noodles industry in
their marketing effort to increase their market share.
vi.
To find out the relationship between age of consumer and
advertising effect.
1.4 Research Questions
At the end of
this study, the following questions should be answered:
i. What is the effect of
advertising on consumer brand preference?
ii. What is the consumer brand
media preference?
iii. What type of message is
used by the advertisers to create positive effect?
iv. Does consumers’ educational
level affect advertisement reception?
v. What recommendation for
further improvement in advertising and brand management will assist firms I the
instant noodles industry in their marketing effort to increase their market
share?
vi. Is there any relationship
between age of consumers and advertising effect?
1.5 Research Hypothesis
1.
HO: There is no significant
relationship between consumers’ age and advertising influence.
2.
HO: The effect of advertising
information on the consumer is dependent of educational level.
1.6 Scope Of The Study
The scope of
this study is to determine the effect of advertisement on consumer preference
in Umuahia, Abia State. Therefore the research will focus
on indomie, Tummy-Tummy, and Golden Penny Noodle.
1.7 Significant of the Study
The consumer
market of indomie is equally large and as well, any information provided by
this research will help in educating both manufacturers and consumers of
instant noodles to be guided and direct both the sellers and users on how to
operate effectively in the market. It will also help the marketers of instant
noodles to re-strategize.
In the light
of the above, this study will help the companies to:
i. Know the factors that
influence consumers preference and which is the most important.
ii. Know if advertisement (s)
influences consumers preference.
iii. Increase sales by reaching
the target market.
iv. Reduce cost of advertising
by focusing on the most influential media.
v. Improve advertising
message packaging and presentation.
vi. Analyze different media
option available for advertisements and determine which is the most influential.
1.8 Limitation of the Study
The following limitation
may be encountered in the course of this study.
·
Time Constraint: There
is no doubt that time is required to carry out this study. To make the
necessary research. Within a given period that will share some of the time I
have t use and prepare for my examination.
As a mother, I
also need time to put my home in a shape and carry both my husband and children
along. With all these time constraint will be a limitation of this study
·
Insufficient Fund: the
needed information and to extract realistic information has some financial
attachment which may not always be available or easy on one
1.9 Definition of Terms
·
Advertising: it is explained as any
paid forms of non-personal presentation and promotion of ideas, goods or services
by an identified sponsor.
·
Consumer: an individual who purchase goods and services, offered for sale in
order to satisfy personal or household needs, desires and wants etc.
·
Marketing Communication: a deliberate attempt to
influence members of the target market through either one or a combination of
advertising, personal selling, sales promotion and public relations.
·
Product: a bundle of physical and
psychological satisfaction that a buyer receives from a seller or producers
either tangible or intangible goods to satisfy a felt want or need.
·
Consumer Behaviour: this concerns specific
types of human actions those that have a direct impact on the purchase of goods
and services from marketing organization.
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