IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR IN NIGERIA (A CASE STUDY OF CADBURY NIGERIA PLC.)


IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR IN NIGERIA (A CASE STUDY OF CADBURY NIGERIA PLC.)

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IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR IN NIGERIA (A CASE STUDY OF CADBURY NIGERIA PLC.)

ABSTRACT

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 products)

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.

The 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 share.

 

 

 

 

TABLE OF CONTENTS

 

CHAPTER ONE

INTRODUCTION

1.1      Background of the Study

1.2      Statement of problem

1.3      Aim and Objectives of the Study

1.4      Research Questions

1.5      Significance of the Study

1.6      Research Hypotheses

1.7      Scope/Limitation of Study

1.8      Limitations of the Study

1.9      Definition of Terms

 

CHAPTER TWO

LITERATURE REVIEW

2.1      Introduction

2.2      Definition of Advertising

2.3      Features of Advertising

2.4      Purpose of  Advertising

2.5      The Role of Advertising

2.6      The Benefit of Advertising

2.7      Media of Advertising       

2.8      Advertising and Consumer Behaviour

2.9      Perspective of Consumer Behaviour

2.10  Consumer Motives

2.11  Review of an Existing Analysis

2.12  Impact of Advertisement

Reference

 

CHAPTER THREE

RESEARCH METHODODLOGY

3.1   Introduction

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

3.8   Methodology

 

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.0   Introduction

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

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.0   Introduction

5.1   Summary of Finding       

5.2   Recommendation

5.3   Conclusion

        Reference

        Appendix

 


CHAPTER ONE

INTRODUCTION

 

1.1 BACKGROUND OF THE STUDY

Cadbury 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.

 

Earlier 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.

 

Some 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 production line.

 

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.

 

Sales 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".

 

In 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".

 

The 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.

 

Advertising 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 consumer behavior.

IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR IN NIGERIA (A CASE STUDY OF CADBURY NIGERIA PLC.)

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A Research proposal for impact of advertisement on consumer behaviour in nigeria (a case study of cadbury nigeria plc.):
A Review on impact of advertisement on consumer behaviour in nigeria (a case study of cadbury nigeria plc.), nigeria, impact, advertisement project topics, researchcub.info, project topic, list of project topics, research project topics, journals, books, Academic writer.
Cadbury 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. .. business administration project topics

IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR IN NIGERIA (A CASE STUDY OF CADBURY NIGERIA PLC.)

Project Information

  • CATEGORY : BUSINESS ADMINISTRATION
  • TYPE : PROJECT MATERIAL
  • FORMAT : MICROSOFT WORD
  • ATTRIBUTE : Documentation Only
  • PAGES : 89 Pages
  • CHAPTERS : 1 - 5
  • PRICE : ₦ 3,000.00

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