The role of advertising in Motivating Consumer brand preference for Beverages in Enugu Metropolis

ABSTRACT

This research project was designed to investigate the extent to which
advertising influence consumers purchase decision on the Bournvita brand.
To solve the research problem both primary and secondary data were
collected the research instrument used in collecting the data were
questionnaire and oral interview. The respondent comprised of the staff and
consumers of Bournvita product.

In organizing and presenting data collected table and percentages were
used. The various hypothesis were tested using the Chi-square.

Data analysis and interpretation gave the following findings.

1. Consumers choice of beverage brand can be attributed to advertising

2. The quality of a product affects consumers in the choice if their
beverage brands.

3. Price is a major factor that influences consumers of beverage products
to prefer one brand of beverage to another.

Based on finding the researcher recommends that:

1. The beverage producers should under taker research of raw materials and
efficient channel of distribution so as to always offer their products of
reasonable qualify and price to consumers.

2. Making intensive and adequate use of promotional mix especially
advertising, to make their marketing activities more efficient and
effective.

3. Producers of beverage product should identify the factors that are
responsible as their brand choice and adopt total products concepts in
marketing of their products, father than engaging in costly advertising.

The conclusion is that advertising is an important promotional tool for
effective marketing of any mass produced consumer produces in a competitive
market environment.

TABLE OF CONTENTS

Title Page … … … … … … … i

Approval Page … … … … … … … ii

Dedication … … … … … … … iii

Acknowledgment … … … … … … … iv

Abstract … … … … … … … v

Table of Contents … … … … … … vi

CHAPTER ONE

INTRODUCTION OF THE STUDY

1.1 Background to the study

1.2 Statement of problem

1.3 Objective of the study

1.4 Hypothesis formulation

1.5 Significant of the study

1.6 Scope of the study

1.7 Definition of the terms.

CHAPTER TWO

LITERATURE REVIEW

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Sources of Data

3.2 Population of the study

3.3 Sample size Determination

3.4 Sample Technique

3.5 Research instrument used.

3.6 Limitation of the study

3.7 Reliability and Validity Test

3.8 Method of Data Treatment and Analysis

CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.1 Presentation and Analysis of data

4.2 Questionnaire, Administration and Responsible Rate

4.3 Test of Hypothesis

CHAPTER FIVE

SUMMARY OF FINDINGS., RECOMMENDATION SAND CONCLUSION:

5.1 Summary of Findings

5.2 Recommendations

5.3 Conclusions

5.4 Bibliography