ABSTRACT
This
research topic was on the role of advertising in the sales of a new product in Enugu metropolis using
maters of Jumatex suitcase
Some
objectives at this studies are:-
1. To determine the extent customer pushes
action of Jumatex suitcase being included by advertising.
2. To determine the role of advertising in
increasing the profitability of the company.
3. To determine the import of advertising in
increasing the sales volume Jumatex suitcase used.
Based on this, a total of
411 questionnaire were prepared, which were administered to a population
comprising relevant staff and management of the Jumatex suitcase in Enugu, and
customers of the said company, Boulets formular was used for determining the
sample size of the customers, which is a 400, while a census of (11) eleven of
the staff/management was used.
Fine research question
were formulated and validated with relevant answers in the questionnaire.
However, after a critical
analysis of the data colleted through questionnaire, the following findings
were made.
1. The
advert increasing the sales volume of the company.
2. That
advertising induced the customers to buy.
3. That
advertising enhances the marketing of Jumatex suitcase.
Based
on this finding, the following suggestion/recommendations were made.
1. That they should make serious effort by
using other media of advertising, like television, Newspaper, and suppose more
programme in T.V. and Radio.
2. That advertisement should be made more
effective to induce more people to buy by increasing its frequency.
3. That comprehensive marketing research
study been carried out on the market for suitcase and competitive strength of
the competators.
TABLE OF CONTENTS
title Page ii
Approval Page iii
Dedication iv
Acknowledgement v
Abstract vi
Table of Content viii
CHAPTER ONE
1.1
Background of the Study 1
1.2
Statement of the Problems 4
1.3
Objectives of the Study 5
1.4
Research Question 6
1.5
Significance of the Study 7
1.6
Scope of the Study 8
1.7
Definition of Terms 9
CHAPTER TWO
2.0
Literature Review 10
2.1 Overview Advertising 10
2.2 Types of Advertising 13
2.3 Objectives of Advertising 17
2.4 Advertising and Media Selection 24
2.5 Role of Advertising on Business 26
2.6 Evaluation of Advertising
Effectiveness 29
2.7 Impact Advertising on Jumatex
Suitcase 33
CHAPTER THREE
Research methodology 35
3.1 Source of Data Collection 35
3.2 Population of the Study 36
3.3 Determination of Sample Size 36
3.4 Sample Technique 37
3.5 Instrument for Data Collection 38
3.6 Method of Questionnaire
Administration and Distribution 38
3.7 Method of data Treatment and Analysis 39
3.8 Limitation of the Study 40
CHAPTER FOUR
4.0 Data Presentation Analysis and Interpretation 42
4.1 Data Presentation and Analysis 42
4.2 Discussion and Interpretation of Results 50
CHAPTER FIVE
5.0 Summary of Finding, Recommendation and Condition 52
5.1 Summary of Findings 52
5.2 Recommendation 53
5.3 Conclusion 54
Bibliography 56
Questionnaire 58
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
At the
heart of a management at all level of responsibility a fundamental of being
able to communicates advertising I a form of external communication. Aft the
cone of advertising lies the information/knowledge of how consumer respond to
different strategies and how these strategies might affect the image of the
organization and their product.
Advertising
is a paid form of non-personal communication that is transmitted to consumers
through mass media such as television, radio, newspapers, magazines, direct
mail, mass transit vehicles and door displays (pride and feverall 1985:1987)
Advertising
to some extent is the most visible element of promotional mix which at the same
time attracts much of controversial system to it’s impact on consumer buying
decision.
There
is little scope for condemnation of persuasion advertising (Duncan 1974:4). It
was also in support oft his fact that the president and chief executive officer
of Avon product stated that advertising and position of product are almost
everything (Chuks B. WILRON 1987:8).
Likewise
in every normal, curve, there are people that do not see anything good about
advertising except that it deceives and cheat consumers. It lies with this view
that baste wrote that the major part of informative advertising is and always
has been a campaign of exaggeration, half truths intended ambiguities directed
lied and general deceptions.
Notwithstanding
these controversies, huge amount of money are spent annually by both developing
and developed countries of the world on advertising.
For
instance, America, Spanish over twenty million dollars annually on advertising
which amounts to about 96 of it’s G.N.P
Nigeria on the other hand as a developing country spends about 0.016 of its
G.NP on advertising (Schewe D 19812:3).
It was
because of the numerous benefit of advertising not just to a product but also
for the economy of a country to enhance a country’s good public relations that
countries invest good advertising techniques to portray good image of a country
as well as its product. Those country’s balance trade through increased demand.
For a
company to excel above others in the competitive marketing environment such as
company market value the impact of advertising.
Manufactures
and producers of good and services are now aware that advertising does not only
information and persuade but can strive towards profit market making increase
sales.
Jumatex
Nigeria Limited markets of jurnater suitcase is an ideal incurred for so many
years back, came into reality in 1993.
The
company deals mainly on suitcase. The company has it head office in Lagos and the branch
office in Enugu
is located at Akpugo the owners of the companies are Afolabi Tony Kinsley and
Emeka Okorie while the manager is Mr. Law Bekker Nwamani.
It has
a staff straight 21 (twenty one). The company impact on promotional activities
of which advertising is one of them.
With
the sate of economy and competition in the industry it becomes imperative the
Jumatex Nig. Ltd. To use advertising to better in marketing performances. In
view of these the researchers take critical look of the role of advertising in
the marketing of suitcase Enugu.
1.2 STATEMENT OF PROBLEMS
There
are different types and brands of suitcase in the market that appeals to the
same market hence competition. The marketing managers of suitcase firms are
therefore faced with the problem of how to ensure adequate demand for their
product in a particular market system.
They
are also faced with the terms of advertising, designing and implementing the
best marketing strategies towards their competitors and also how best to
position their product in minds of the target audience. Besides the marketing
manager is faced with the liberate problems of how to determine best media to
advertise their product to achieve their communication objective, how to
measure advertising effectiveness, how to determine advertising budget.
To
what extent does advertising company is Jumatex helped to create awareness of
them product, stimulate and arose consumer behaviour towards the companies and
its product.
Answer
to this and other related problems constitute the central task of this research
work.
1.3
OBJECTIVE OF THE STUDY
The
purpose of this study is to investigate extent to which product advertising
influence the purchase Jumatex suitcase.
The
other objectives are:-
1. To examine the extent to which
advertising help informing, persuading and influencing consumer buying decision
of Jumatex suitcase in Enugu
metropolis.
2. To determine the influence if any sex,
age, education, nationality and occupation on the use and purchase of Jumatex
suitcase.
3. To determine role of advertising in
increasing profitability of the company.
4. To determine the extent of purchase
action of consumers of Jumatex Suitcase is being influenced by advertising.
5. To determine the extent advertising has
helped to increase the product awareness.
6. To determine whether advertising leads to
customer’s interest on the product.
7. To see if advertising leads to customer’s
interest on the product.
8. To see if advertising leads to customer’s
interest in their products.
1.4 RESEARCH QUESTION
i. Does Jumatex advertising in Enugu metropolis leads to
increase customer patronage?
ii. Does Jumatex advertising in Enugu metropolis lead to
increased profitability of the company?
iii.
Are
consumers in Enugu
metropolis aware of Jumatex suitcase through advertising?
iv.
Does
advertising adopted by Jumatex generally enhance the marketing of Jumatex
suitcase in Enugu
metropolis?
1.5
SIGNIFICANCE OF THE STUDY
This
research work concentrate on indebt study of the advertising techniques and
strategies adopted in the sale of Jumatex Suitcase.
The
relevance of this research lies on the fact that it’s fruitful outcome will be
very instrumental in solving the economic problem steering from non or under
advertising by suitcases manufacturers.
It is
therefore of the research conviction that the outcome of this investigation
will also help producer of Jumatex Suitcase by focusing their attention on the
impact of advertising on consumer buying decision. Also to enable the company
know the techniques involves in advertising and the need to budget a reasonable
amount of money for effective advertising.
The
reader will find the study very valuable not only as a source of the literature
review but also a base for further researchers.
The
consumer will be better informed on the features of the product and equally be
more useful.
The
researcher will gain a lot of experience from the work, this experience will
help them to write their HND project.
1.6 SCOPE OF THE STUDY
This
research was undertaken to examine the impact of advertising in it marketing of
Jumatex Suitcase in Nigeria.
However,
in view of the limited resource and specific emphasis was placed on Enugu metropolis.
Nevertheless,
the research that hoped that the outcome of the study will be applied to other
part of the country after. Some justifiable necessary adjustments have made.
1.7 DEFINITION OF TERMS
i. Promotion: Is the marketing
communication activity the attempt to inform, remind individuals and persuade
them to accept resell, recommend or use a product service idea or institution.
ii. Marketing: It is human activity
directed at satisfying needs and wants through exchange process.
iii.
Advertising: Is any form of non-personal communication or identified sponsor.
iv.
Advertising Medium (Plural Media): Is on the
channel through which the advertising message is delivered to the target
audience like radio, television, newspaper, magazine etc.
v.
Brand: A
name term symbol or design or a combination of them which is intended to
identify the goods or services of one seller of group of sellers and to
differentiate them from these of competitions.
vi.
Respondent:
Person answering or supplying answers to research questions.
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