(For
Business Admin and Management Project)
ABSTRACT
This
dissertation is the product of contributions of ideas ‘ by the researcher and
his supervisor. It is both conventional and similar the topic of this project,
the effect of advertising on consumers buying behavior in Enugu metropolis with
particular reference to the Nigerian Bottling Company, bottlers of coca-cola
products, is very vast and one cannot claim to have treated all the aspects of
have literature involved in this topic within this skeletal out –fit. Rather
the researcher has selected and x –rayed the vital aspects of the topic
relevant to the points she wants to investigate and bitterness.
The project
cover aspects like the media consumers get their product message, their
p perceptive of advertising message, that is, either than buy the
advertised product or not. Also covered were the impact social groups and
religion has on consumer buying behavior.
In chapter one
and two the researcher discussed generally advertising and other factors as
then effect the buying behavior. In chapter three and four discussion was
centered on the methods of collecting the data and analysis. In chapter five,
their were discussion of the result, implication of the results,
recommendations and suggestions for further research. In the recommendations a
number problems were identified and discussed. The researchers conclusion was
drawn from points discussed in the proceeding four chapters.
The researcher
delved into the effect of advertising on consumer buying behavior because as a
management student he assumes that, advertising plays a major, role in shaping
peoples buying decision and to help advertisers and manufactures, especially
those in the coca –cola industry, in data mining people’s buying behavior with
reference to advertising.
This wine also
helps the researcher and other students to get the practical analysis of
effects of advertising on consumer buying behavior.
TABLE
OF CONTENTS
CHAPTER ONE:
INTRODUCTION
1.1 Background
of the study
1.2 Statement
of the problem
1.3 Purpose
of the study
1.4 Scope of the
study
1.5 Research
questions
1.6 Significance
of the study
1.7 Limitation
of the study
1.8 References
CHAPTER TWO:
LITERATURE REVIEW
2.1 Review of related literature
2.2 Origin
of Advertising
2.3 The
media
2.4 Characteristics
of Advertising that affect consumption.
2.5 Consumer
behavior
2.6 The
communication process
2.7 A
review of Nigeria Bottling Company
2.8 Reference
CHAPTER THREE:
RESEARCH DESIGN AND MENTHODOLOGY
3.1 Research design
3.2 Area of the study
3.3 Population of the study
3.4 Sample size and sample procedure
3.5 Instrument for data collection
3.6 Validation of the instrument
3.7 Reliability of the instrument
3.8 Method of the collection
3.9 Method of data analysis
Reference
CHAPTER FOUR:
DATA PRESENTATION AND ANALYSIS
4.1 Presentation and Analysis of data
4.2 Summary of Results
Reference
CHAPTER FIVE:
DISCUSSION, RECOMMENDATION AND
CONCLUSION
5.1 Discussion of Result
5.2 Conclusions
5.3 Implications of the Research findings
5.4 Recommendations
5.5 Suggestions for future Research
Reference
APPENDICES
APPENDIX I sample of introductory letter
APPENDIX 2 sample of questionnaire
CHAPTER ONE
INTRODUCTION
This chapter covers the introductory aspect of this
project work. It discuses the problems needed to be solved in the other chapter
to follow.
1.1 BACKGROUND
OF THE STUDY
For quiet sometime now, the rise and fall
of the advertisings industry, either in a boom or recession period, is
dependent on the growth of the economy and this reflects the state of any
economy. Infect, many companies have come to realize that advertising. Can
constitute itself into a position force in the marketing of their products.
Admittedly, figure on total annual bills of the advertising industry are not
easy to come by, nevertheless, it is estimated that Nigeria spends about O.O5
percent of its gross National products (GNP) on advertising. And it is hoped
that this figure wire improve as we attend a greater rate of development in the
business sphere.
Undoubtedly, advertising is the most
conspicuous of all the businesses effort. It forms the promotional or
communication program of the businessman. In a competitive environment such as
ours, there is the crying need for a manufacturer or seller to use advertising
to present his product or service to the potential buyers or consumers.
It is an obvious fact that advertising has
in no small way helped to recognize the business worlds. It brings the consumer
in touch with the producer. Ie has to be noted the advertising is a necessary
social force for any economics take off and it has influenced the public taste
to such an extent that product that could no be advertised have faller into
disuse and what is more, businessmen who would not advertise have been
forgotten.
Advertising a product is not only aim at
either calling for attention or creating awareness for its products, developing
and maintenance of interest, but also encourages trial or repeat purchase, or
better still, ensure cognitive consonance. In order to achieve the sells
objective of the manufacturer, it is the function of advertising to interpret
or translate the need or want – satisfying qualities of product and services in
terms of consumer needs, wants, desires, aspirations and so on.
Theme is no doubt that advertising
activities is a crucial factor in marketing of product or even in non-profit or
1 ended. Organizations and it is expected to create a business environment with
the direct aim of sales. At this junction, it is of interest to
note that in the opinion of the researcher, advertising deserves a thought
study since it is becoming increasingly important to many organization owing to
mass production and distribution which widened the gap between the producers
and consumers and this gap cells for effective advertising. It is therefore
appropriate for the researcher to as certain the state of product advertising
as it effects the manufacturers and sellers of coca- cola products and the
buying behavior of consumers in Enugu metropolis.
1.2 STATEMENT
OF THE PROBLEM
In the course of this work, the researcher identified some
key factors that wire help identify the effects of advertising on consumer
buying behavior as regards coca- cola products from the Nigeria Bottling
Company (NBC) in Enugu Metropolis. These are;
1. To find out if the organization (NBC)
can thrive without product advertising that is, if it can contribute to
organizational goals or not.
2. To find out if the individual
difference of groups or person in the area in question, effect the buying of
coca cola products and to what extent.
The study however, will center on the
above-identified problems and such other factors, which must be discovered in
the course of the investigations.
1.3. PURPOSE OF THE STUDY
The main purpose of the study is to find out.
1. Whether advertising influence people to
buy and consume coca-cola products?
2. The effect of advertising products
through the media.
3.The effect of advertising in individual
psychological variables that had to consumer buying behavior.
4. And finally, to assess the
effectiveness of advertising on consumer buying behavior as it relates to the
consumption of (NBC) products.
1.4 SCOPE
OF THE STUDY.
The scope of the research will cover Enugu
metropolis. Hence our main objective will be to determine the impact
advertising makes on consumers resident within Enugu Metropolis at any point in
time. In the discourse, we shall examine it from dimension, namely, from the
standpoint of the bottlers [who are the advertisers] and from the standpoint of
the consumer [who are the object in this researchers]. We shall move further to
build up our view from the economic disposition of the consumers, the effect of
media on consumption pattern; advertising and socio –cultural factors; and
finally measuring the effectiveness of advertising. The choice of this center
is not unconnected with the rate at which the consumption of coca- cola
products is, in other parts of the country.
1.5 RESEARCH
QUESTIONS
In a research of this nature, it is necessary to state how
advertising helps manufactures, wholesalers and retailers increase sales and
also. Increase production with this in mind and taking cognizance of the fact
that advertising is how an accepted power in the business world, generally, a
number of pertinent `questions arise on the economic and benefits of
advertising in the area specified. The under listed questions were raised as a
guide to carrying this research.
1. Has advertising alone been an
influential source of information about products?
2. How has awareness creation through the
mass media been effective?
3. What other factors. Influence the
buying and consumption behavior of consumers towards coca- cola products?
4. To what extent has advertising been
engaged by the Nigerian Bottling Company bottler of coca- cola
products?
5. How has the application of advertising effected the
productivity level of the organization?
1.6 SIGNIFICANCE OF THE
STUDY
This study wire help in finding out the effects of
advertising on peoples buying behavior whether people patronize the Nigerian
Bottling Company because of the advertising campaign used, the brand qualities,
reasonable polices or its availability when and where needed.
Analysis and knowledge of this research by the case study
or any firm wire help it come up with not only an effective advertising
program, but also efficient program that wire ultimately leads success.
The study is also a welcome development since it seeks to
know if it is worthwhile for advertising to spend that huge sum of money on
advertising or not.
For more project materials
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