MASS MEDIA ADVERTISING AND CONSUMER PREFERENCE DECISION (CHAMPION BREWERIES PLC, UYO)
ABSTRACT
This research project is a study on Mass media advertising and consumer preference decision, Champion Breweries Plc, Uyo. To achieve the research objectives the survey design was conducted and sample and sampling technique was used to draw a sample size of fifty (50) and self developed questionnaire forms was personal administered by researcher. The data collected were analyzed using sample percentages and frequency tables, the finding revealed that, testing hypothesis one (1) it was discovered that there is no significance relationship, testing hypothesis two (2) the findings revealed that there is level of significance also hypothesis three (3) revealed that there is no significance relationship. The following objectives were achieved; to measure the extent to which advertisement influences the behavior of consumers of champion beer, to ascertain if a consumer good can overcome competition without advertisement and to determine if advertisement increases consumer’s preference of a particular product to other. The findings recommended that regular and consistent up-to-date training on product information should be given to the advertising agency so that they will have the current knowledge and skills to handle the adverts. The findings finally recommended that champion breweries plc should get back to their intensive and aggressive advertising practice to keep their peace of growth.
TABLE OF CONTENTS
Title Page – – – – – – – – – i
Declaration – – – – – – – – – ii
Certification – – – – – – – – – iii
Dedication – – – – – – – – – iv
Acknowledgements – – – – – – – v
Abstract – – – – – – – – – vi
Table of Contents – – – – – – – – vii
List of Tables – – – – – – – – x
CHAPTER ONE- INTRODUCTION
1.1 Introduction- – – – – – – – 1
1.2 Statement of the Problem – – – – – – 4
1.3 Objectives of the study – – – – – – 5
1.4 Research questions – – – – – – – 5
1.5 Statement of hypotheses – – – – – – 5
1.6 Significant of the study – — – – – – 6
1.7 Scope of the study – – – – – – – 6
1.8 Limitations of the study – – – – – – 6
1.0 Definition of terms – – – – – – – 7-8
CHAPTER TWO – LITERATURE REVIEW
2.1 Introduction – – – – – – – – 9
2.2 Conceptual framework – – – – – – 9-10
2.2.1 Advertising: an overview – – – – – 10
2.2.2 Advertising functions – – – – – – 11-12
2.2.3 Purpose of advertising – – – – – – 12
2.2.4 Types of advertising – – – – — – 12
2.2-5 Classification of advertising – – – – – 13
2.2-6 Advertising plans – – – – – – 14
2.2.7 Advertising strategy – – – – – – 14-18
2.2.8 Overview of advertising media – – – – – 18
2.2.8-1 The media mix – – – – – – – 18
2.2.8-2 The electronic media – – – – – – 18-20
2.2.8-3 The new medium – – – – – – – 21
2.2.8-4 A brief look into the structure and regulatory
controls of the advertising industry in nigeria – – 21
2.2.8.-4 The advertiser – – – – – – – 22
2.2.8-5 The advertising agency – – – – – – 23
2.2.8-6 The consumer decision process – – – – 23-24
2.2.8-7 steps in the consumer decision making – – – 24
2.3 Review of empirical literature – – – – – 24-28
2.4 Theoretical framework – – – – – – 29
2.4.1 Aida model – – – – – – – – 30-32
2.4.2 The Hierarchy of effect model – – – – – 32-34
2.4.3 Magic bullet theory (hypodermic needle) – – – 34-35
CHAPTER THREE – RESEARCH METHODOLOGY
3.1 Introduction – – – – – – – – 36
3.2 Design of the study – – – – – – 36
3.3 Population of the study – – – – – – 36
3.4 sample technique and sample size – – – – 36
3.5 Sources of data – – – – – – – 36-37
3.5 Method of data collection – – – – – 37
3.7 Data analysis technique – – – – – – 37
CHAPTER FOUR-DATA PRESENTATION, ANALYSIS AND INTERPRETATION
4.1 Introduction – – – – – – – – 38
4.2 Discussions of findings – – – – – – 46
CHAPTER FIVE-SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of findings – – – – – – 48-49
5.2 Conclusion – – – – – – – – 49-50
5.3 Recommendation – – – – – – – 50-51
References
Appendix
CHAPTER ONE
1.1 INTRODUCTION
The business environment is becoming sophisticated day by day and as such, decision-making is becoming more and more challenging and risky. Business organizations are failing due to poor decisions. Investors are losing their money and are unhappy. They are being discouraged and this is quite unhealthy to the economy. In some other instances, organizations are springing up in great numbers; some are successful in the marketing of their products and services, while others are still akin to the barber’s chair syndrome where all is motion but no movement; struggling to reach their target audience. Consumers are also faced with the challenge of choice making due to indecisiveness, skepticism, indifference and confusion which are among the key sales killers in business world.
Advertising is any paid form of non-personal communication about an organization or its product to a target audience through a mass/broadcast medium by an identified sponsor. It should be observed that for any promotional activity to be called advertisement it must be paid for. In the real sense, it is the method used by companies for creating awareness of their products, as well as making new products known to the new and potential consumers. This research work however, centers on the impact of advertising on consumer purchase decision. This work will shed light on how advertising can really affect a consumer’s buying decisions in a growing economy like that of Nigeria and how successful advertising can keep businesses going even in the midst a tough competition.
Leave a Reply
You must be logged in to post a comment.