The proliferation of
assorted brands of food drinks in the country has led to cut-throat competition
for increased market share being witnessed among the operators in the food
drink industry. When competition is keen and the consumers are faced with brand
choice in the market, it becomes imperative for the manufacturers to understand
the major factors that can attract the attention of buyers to his own brand.
These then form the basis for this research work. This study examined the
impact of advertisement on consumer behaviour in Nigeria with reference to
Cadbury Nigeria Plc.
Questionnaire was used
as the primary source of data and simple sampling technique was employed in
administering the questionnaire. A sample of One hundred respondents was
sampled out of the population (Forty staff and sixty consumers of Cadbury
Data gathered from the
questionnaire were presented on tables using percentages. The formulated
hypotheses were analysed using Chi Square analysis. The results from the
research revealed that both male and female and different age groups are
equally influenced by advertisement. The major reasons advanced for this are
captivating and rich quality advertisement. TV advertising was most preferred
by respondents of all the media used in advertising Cadbury products.
research also revealed that advertising increases product awareness to
consumers and advertising helps the company in influencing consumer behavior
and gaining more market share
The need for high
preference to advertising is therefore highlighted for companies that want to
not only retain their market but take positive steps to increase their market
Background of the Study
Statement of problem
Aim and Objectives of the Study
Significance of the Study
Scope/Limitation of Study
Limitations of the Study
Definition of Terms
Definition of Advertising
Features of Advertising
Purpose of Advertising
The Role of Advertising
The Benefit of Advertising
Media of Advertising
Advertising and Consumer Behaviour
Perspective of Consumer Behaviour
of an Existing Analysis
3.2 Sources of Data
3.3 Research Instrument Design
3.4 Population and Sample Size
3.5 Administration of Research Instrument
3.6 Restatement of Research Hypothesis
3.7 Analysis of Data
PRESENTATION AND ANALYSIS
4.1 Personal Characteristics of the Respondent
4.2 Response of Respondents to the Problem Areas
4.4 testing and Interpretation of the Hypothesis
4.4.1 Analysis of Hypothesis
4.4.2 Analysis of Hypothesis Two
CONCLUSION AND RECOMMENDATION
5.1 Summary of Finding
1.1 BACKGROUND OF THE STUDY
Nigeria Plc was incorporated in 1965, the company had only brand to its name:
Pronto and Bournvita, but those were doing well indeed, infact the decision to
incorporated a local Company by Cadbury Fry export, as the oversea company was
then called, was informed partly by excellent result obtained from importing
both products for sales within Nigeria.
in 1959, the company had begun to hold stocks locally and by 1963 sales had
reached a level where the local packaging of bulk supplies where introduced.
Local manufacturer before sighed decision that was pay off handsomely later.
Viewed-from UK, Nigeria has
before and immediately after independence was a rapidly expanding market with
great potential in various filed of industry and commerce.
also saw the new nation through the merchant list's viewpoint as available for
very little investment. Cadbury Nig. Plc took off with local manufacturer of
Bournvita and Pronto in 1965 and by 1966 a new factory site was situated at Isheri Road, IkejaLagos.
Before then, expanded production facility at the company's take-off base at
Apapa had brought two other products (Goody Goody and Tomapep) out of the
Ikeja factory was fast-paced, but it was finished before the Nigeria Civil War
brook out. For a while, the war itself threatened the very foundation of the
young company since over 50% of the total turn over then came from the eastern
states, fortunately, however, Government was place a band on imported finished
food, drinks and suddenly Bournvita and Pronto, the only food drinks then
manufactured in Nigeria, had the available market to themselves.
went through the roof and at least in Naira value terms have not stopped rising
since then except for 'a marginal drop in 1984, that was during the notorious
years of import licenses. Speaking to shareholders on the company's 1984
operations the chairman Mr. G.O. Onosode had said then, that the pressure on
profit margin "came from the need to substantial qualities from basic raw
materials................. From local importers in many cases at prices up to
three times those that would have applies, had we been in possession of
adequate licenses and in a position to import direct".
recent time, "We have ensured a stable future in materials supplies for
our company's food, drinks and confectionery products, and put ourselves in a
position where we can supply other manufacturing enterprises with some of their
raw materials needs".
trebor brand now belongs to the Cadbury Nigeria portfolio of products, a strong
addition to the existing seventeen (17) products with more on the way. The
average number to the person including directors employed by the company during
the year 1997 was 1,227 of whom only two are foreigners; while about 300 are
senior staff, make up a work force whose watchword is the pursuit of excellence
for them and for the company.
being one of the marketing tools, it is so persuasive now that it has become a
very vital part of most organizations heritage in promoting their products. To this end, this study advertisement on