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THE IMPACT OF TELEVISION ADVERTISING ON BRAND PREFERENCE FOR SOFT DRINKS IN A COMPETITIVE MARKET (A CASE STUDY OF 7UP BOTTLING COMPANY NIG PLC, 9TH MILE CORNER ENUGU)

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 Format: MS WORD ::   Chapters: 1-5 ::   Pages: 87 ::   Attributes: Questionnaire, Data Analysis,abstract, table of content, references ::   262 people found this useful

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ABSTRACT

This research work is designed to examine the impact of television advertising on consumer brand preference for soft drink in a competitive market, with particular reference to 7up bottling company nig. Plc, 9th mile corner, enugu. For the purpose of clarity, this project has been divided into five chapters and the information was gathered through both primary and secondary sources. The introduction was done in chapter one where objective of the study, the statement of the problem, the hypothesis, scope and the significant of the study was done. In chapter two, reviewed some related literature about the topic. In chapter three, the population of the study, the sample size, method of data collection and the data analysis is tool that was used in the research study were discussed. In chapter four, the analysis of data collection by the use of questionnaires and unstructured personal interview was used. The data was analysed using simple percentages and tested hypothesis by the use of chi-square (x2) the summary of the research finding, conclusion and recommendation based on the findings were therefore effective tool in appealing the target market.

 

 

 

 

 

 

CHAPTER 1

 

  1. BACKGROUND OF THE STUDY

Those views of Etzel et al. (1997) coincide with the simple but all-embracing definitions of Davies (1998) and Arens (1996). For instance, while Davies states that “advertising is any paid form of non-personal media presentation promoting ideas/concepts, good s or services by an identified sponsor. Arens expressing almost the same view describes advertising as “the personal communication of information usually paid for and usually persuasive in nature about products (goods and services) or ideas by identified sponsors through various media”.From the foregoing, it could be concluded that the purpose of advertising is to createawareness of the advertised product and provide information that will assist the consumer to make purchase decision, the relevance of advertising as a promotional strategy, therefore, depends on its ability to influence consumer not only to purchase

but to continue to repurchase and eventually develop-brand loyalty. Consequently, many organizations expend a huge amount of money on advertising and brand management.A brand is a name given by a manufacturer to one (or a number) of its products or services.      Brands are used to differentiate products from their competitors. They facilitate recognition and where customers have built up favorable attitude towards the product, may speed the individualbuyers through the purchase decision process.Individual purchasers will filter out unfavourable or un-known brands and the continued purchase of the branded product will reinforce the brandloyal behaviour. Without brands, consumer couldn’t tell one product from another and advertising then would be nearly impossible.

 

Television advertising plays an important role on changing the consumer behavior and also provides new patternsfor purchasing or using any type of goods and services.Television is one of the most recreation sources because of its audio-visual communication. Television(T.V.) enables the creative man to communicate by combining motion, sounds, words, color, personality and stagesetting to express and demonstrate ideas to large and widely distributed audience. T.V. advertisements usually play arole in either introducing a product or reinforcing the familiarity to the product and also convincing to purchase theproduct. Advertisements are among the most visible of the marketing strategy and have been the subject of a greatdeal of attention in the last ten to fifteen years. Advertisement cannot only change emotions but give subliminalmessage. Advertising today seems to be everywhere and ever present exerting a far reaching influence on the dailylives of people (Kotwal et al. 2008a). Advertisements develop self-concepts in order to induce purchase decisions.

TV Advertising is a vital marketing tool as well as powerful communication medium. The basic objective of anyadvertisement is to stimulate sales, direct or indirect by trying to make tall claims about product performance.

Nowadays, there is a competition among marketers to grab consumer attention. Firms generally try to increase demand of goods or services by influencing customers’ preferences through advertising. Television advertising employs attention grabbing trick such as catchy and pleasing music, lyrics, Jingles, humor and repeated messages.

The impact of the advertisements is more on television than the print media or radio.

The research intends to appraise the impact of television advertising brand preference for soft drinks in a competitive market.

 

  1. STATEMENT OF THE PROBLEM

The problem confronting the research is to appraise the impact of television advertising brand preference for soft drinks in a competitive market e/

 

  1. RESEARCH  QUESTION
  1. What is the nature of advertising and television advertising?
  2. What is consumer brand preference for soft drinks in a competitive market?
  3. What is the impact of television advertising on consumer       brand preference?

 

  1. OBJECTIVE OF THE STUDY

1 To appraise the nature of advertising and television advertising for soft drinks in a competitive market

  1.  
  2.  

 

  1. SIGNIFICANCE OF THE STUDY

The study shall provide an analysis of the impact of television advertising on consumer brand preference.

It shall also serve as an information repository on issues of television advertising and consumer brand preference.

 

  1. STATEMENT OF HYPOTHESIS
  1. H0    The level of  consumption of soft drinks is low
  2.  

2     H0    The level of   television advertising is low

        H1     The  level  of  television advertising is high

 

3      H0    The impact of television advertising on consumer brand preference for soft drinks is low

H1    The impact of television advertising on consumer brand preference for soft drinks is high

  1. SCOPE OF THE STUDY

The study focuses on appraising impact of television advertising brand preference for soft drinks in a competitive market

 

  1. DEFINITION OF TERMS

TELEVISION ADVERTISING

Television is one of the most recreation sources because of its audio-visual communication. Television (T.V.) enables the creative man to communicate by combining motion, sounds, words, color, personality and stage setting to express and demonstrate ideas to large and widely distributed audience. T.V. advertisements usually play a role in either introducing a product or reinforcing the familiarity to the product and also convincing to purchase the product.

 

BRAND

A brand is a name given by a manufacturer to one (or a number) of its products or services. Brands are used to differentiate products from their competitors. They facilitate recognition and where customers have built up favorable attitude towards the product, may speed the individual buyers through the purchase decision process. Individual purchasers will filter out unfavourable or un-known brands and the continued purchase of the branded product will reinforce the brand loyal behaviour. Without brands, consumer couldn’t tell one product from another and advertising then would be nearly impossible.

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Paper Information

Format:ms word
Chapter:1-5
Pages:87
Attribute:Questionnaire, Data Analysis,abstract, table of content, references
Price:₦3,000
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