THE EFFECTS OF TELEVISION ADVERTISING ON THE SALES OF ARIEL DETERGENT IN ENUGU AND ABIA. A RESEARCH PROJECT MATERIAL ON MARKETING

THE EFFECTS OF TELEVISION ADVERTISING ON THE SALES OF ARIEL DETERGENT IN ENUGU AND ABIA. A RESEARCH PROJECT MATERIAL ON MARKETING

ABSTRACT

This research intends to find out the effects of television advertising on sales of aerial detergent in Enugu and Abia metropolis. Two hypothesis were tested using analysis of variance. The population for this study sales of ariel detergent and staffs of aerial detergent companies in Enugu and Abia. The sample for the study is fifty subjects stratified random sampling technique was employed. This research also contains theoretical framework, summary of findings, conclusion and recommendations.

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

In the western world the relevance of television advertising in promoting the sales of commodities have been accorded great recognition for some decades age. As a result of the change in sales and the growth in technological innovations that effect the various sectors of the economy, manufactures and marketers in order to tap these opportunities compete among themselves to develop and introduce new product into the market.

Aerial detergent which is the product in contention made its first introduction into the Nigeria market in 1996.

The PANDAR investment was then the sole distributor until they were joined by other two firms, WISAM company and CAPPA holdings.

During its first year I n the Nigeria market, the only firm that was in charge of the advertisement was the group African advertising firm that is based in Lagos state.

The problem with aerial detergent, however is not just to distribute the product but to successfully launch it into the market. This according to the environmental factors will determine its adoption resulting to the profitability and growth of the business.

The adoption process begins where the firms innovation process leaves off and according to Barker (1979:26) describe how product, try, adopt or reject it. Innovation of goods and services can only be of great value and profit producers and firms respectively if its acceptance or adoption is properly motivated. To this end, it is important to establish appropriate place and time.

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THE EFFECTS OF TELEVISION ADVERTISING ON THE SALES OF ARIEL DETERGENT IN ENUGU AND ABIA. A RESEARCH PROJECT MATERIAL ON MARKETING