THE ROLE OF ADVERTISING ON SUPERMARKETING PERFORMANCE (A CASE STUDY OF DESTINY SUPERMARKET OWERRI)
This study is an attempt to investigate the role of destiny supermarket Owerri. It was also carried out to investigate to what extent adverting and sales influence consumers purchase decision. The question that pervades the mind of most people every day remains the same. Can a consumer buy a product more to its advertisement claims than its relatives need? If so low? Consequently, the problem was identified not to be whether advertising and could influence consumer behavior because to some extent. It does rather, the problem was whether advertising by itself can arouse an interest to purchase by the consumer, thus predisposing him to ward the advertising product or service. To probe this problem, an elaborated literature review was carried out, where upona sample of 150 respondents was chosen from within Owerri area to determine the role of advertising on supermarket performance. The sacrificed sampling technique was adopted in their selection. Respondents answer to the questionnaire administered on them formed the dates, which were statistically analyzed using Chi-square to crystallize the finding. Advertising were found to be neither hypnotic nor exactly on their effects even though they generally influence buying behavior. It is hoped that this finding buying would be helpful in furnishing a reliable feed back on consumer reaction to advertised product and the claims made for such product, while highlighting the apparent consequences to advertising agencies of the claims made for products through advertising in the light of these finding. I wish them God’s guidance and blessing. Above all I give God all the Glory and honor for making me what I am today glory be to God.
TABLE OF CONTENT
Title Page i
Approval Page ii
Table of Contents viii-x
1.1 Background of the study 1-4
1.2 Statement of Problem 4-6
1.3 Objectives of the study 6-7
1.4 Research Question 7-8
1.5 Significance of the study 8-9
1.6 Scope of the study 9-10
1.7 Limitation of the study 10-11
1.8 Definitions of terms 11-14
Literature review 17
2.1 Introduction 17
2.2 Historical background of advertising 17-19
2.3 Advertising in Nigeria 19-20
2.4 Definition of advertising 20-24
2.5 Purpose of advertising 24-26
2.6 Types of advertising medium available to the supermarket 26-29
2.7 method of budget allocation to advertising 29-31
Research methodology 35
3.1 Introduction 35-36
3.2 Research design 36
3.3 Population of the study 36-37
3.4 Sampling procedure and techniques 37-38
3.5 Questionnaire design and administration 38-39
3.6 Description of data analysis/techniques 39-40
3.7 Data collection method 40-41
Presentation and interpretation of data 42-44
4.1 Presentation and analysis of data 44-45
4.2 Discussion of the findings 45
Summary of findings, conclusion and recommendation 46
5.1 Restatement of the problem 46-47
5.2 Summary of findings 47-49
5.3 Conclusion 50
5.4 Implication of the study 50-52
5.5 Recommendations 52-55
Advertising as defined by the committee on definition of the national associated of marketing teacher on the united stated as any paid form of non personal presentation of goods, services or ideas to a group.
Train (1991) defines advertising as the purchase and use of space on newspaper, magazine or outdoor location or the purchase and of time on radio and television by an identified sponsor, for the promotion of goods, services of ideas. Advertising as also activities concerned with marking production(s) and services know to consumers or consumers and creating demand for the products(s) and services(s) (Nkem 2001).
Advertising to the dictionary of business and fiancé. Advertising as any form of paid public announcement or presentation, which is aimed at the promotion or the sales of good and service or at gaining acceptance for any idea or point of view. Sales promption is a marketing communication effort or promotional campaign activity articulated by business forms, carefully planned organized staffed, directed, monitored, controlled and carryout by marketing men and organization, with a view of increasing sales or generating sales activities come under or include free gift price off, discounts sample contests etc, aimed at inducing enticing luring or wooing consumers to make a purchase (Nkem 2001).
One of the most difficult problems facing marketing is that of assessing the effectiveness of their advertising to volume marketers spend millions of naira on advertising yet they do not know much about its impacts many factors influence consumers decision to by or not such factor include advertising the product itself, the package, the warranty and special services as well as word of month communication and price.
In Nigeria many people are averse to advertising consumers who receive a lot of benefit and who could not be better served despite consistent advertising, still do not patronize the good or services consequently advertising practitioners should welcome constructive criticism.