Influence of Television Advertising on Consumer Choice of Beverages.
Abstract
The world provides a competing for environment for firm competing for consumers’ chike of their product. yet consumers have the right to decide on what form of information they will respond to this research work is to examine critically influence of television advertising on consumers’ choice of beverage plc.
This research has the core objective of determining whether television advert has an influence on consumers choice, if there are factors, which can influence consumers choice and if advertising bring about brand loyalty in the course of this project, the researcher adopts survey research method with questionnaires as 600 used for this study.
The sampling technique used is sample random sampling among the findings of this project is that television advertising influence most consumers, choice of beverages like Carbury and also noted that television advertising alone could not perform all the task of influencing consumers in their choices of beverages.
However, the major recommendation put forth is that no television station should down play advertising of the products especially carbury and as much as possible the price of the product should be emphasized on during advertising to capture consumers interest
Table of Contents
Title i
Approval ii
Dedication iii
Acknowledgment iv
Table of content v
Abstract vii
Chapter One
1.0 Introduction 1
1.1 Background of the study 2
1.2 Statement of the Problem 5
1.3 Research Objective 5
1.4 Research Question 6
1.5 Significance of the Study 6
1.6 Scope of the Study 7
1.7 Limitation of the Study 7
1.8 Operational Definition of terms 8
Chapter Two
Review of Literature 9
2.1 Introduction 9
2.2 Television Medium Per Se 10
2.3 Advertising and its types 11
2.4 Concepts of Advertising 16
2.5 Television Advertising 17
2.6 Consumers behaviour and brand royalty 19
2.7 Theoretical framework 21
2.8 Summary of Literature Review 23
Chapter Three
Research Methodology 25
3.1 Introduction 25
3.2 Research Design/Method of Study 25
3.3 Population of the Study 26
3.4 Sample Size 26
3.5 Instrument for Data Collection 26
3.6 Validity of Instrument 28
3.7 Methods of Data Analysis 28
Chapter Four
Data Analysis and Presentation 29
4.1 Introduction 29
4.2 Data Presentation and Analysis 30
Chapter Five
Summary, Conclusion and Recommendation 39
5.1 Introduction 39
5.2 Summary of Findings 39
5.3 Conclusion 40
5.4 Recommendation 40
5.5 Recommendation for Further Studies 41
References
Introduction
The major purpose of advertising is to communicate, educate and market a product/ service, idea or cause, though a channel or media that is accessible to the target audience.
However, the marketing function recognizes the strategic value of advertising as an element of the promotional mix firm use in selling their goods and services according to Ozoh (1998, p.13).
Advertising is a distinct promotional element that serves as a bridge between the advertisers and the target market. Through advertising, the advertisers deliver his message to the target market.
Also in a mass market, where it is quite impossible to reach the multitude of prospects for a brand personally, advertising offers not only the cheapest means,
but an effective way of entering into the consciousness of the target to get them acquainted with the product with the product or services so there is need for advertisement in order to get the targets acquainted with the product or services.
Moreover, many organizations or industries believe that advertising their products will command or attract many consumer for such product.
The question now is, does television advertising on consumers choice of beverage using carbury as comparative study for this research.
References
Bittner, J. (1986). An introduction to mass communication, Lodon caple wood.
Bovee, C. and Arens W. (1994) contemporary advertising.
Erust, I. (1991). Meeting customers’ needs. Jordan Hill. Butter Worth Heinenann.
Eze, AN. (1999). Practical approach to research method and statistics. OQ edition management and social serence. Onitsha: Onwubiko printing and packaging Ind.
Kotler J. (1990) Marketing management: planning implementations and control. India New Delhi ltd.
Mc Q D. (1987). Mass communication theory: an introduction Beverage Hills CA: sage publications.
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