THE EFFECT OF ADVERTISING ON THE SALE VOLUME OF BEVERAGES
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TABLE OF CONTENT
Background to the study
Statement of Problem
Purpose of the Study
Significance of the study
Delimitation /scope of study
Limitation of Study
Review of Related Literature
Summary of Literature Review
RESEARCH DESIGN AND METHODOLOGY
Population of Study
Sample and Sampling Techniques
Validity of Instrument
Administration of the Instrument
Method of Data Analysis
DATA PRESENTATION AND ANALYSIS
Data presentation and Analysis
Discussion of Results
SUMMARY, CONCLUSION AND RECOMMENDATION
This research work was undertaken to determine the effect of advertising on the sales volume of beverages in Awka Metropolis. The case study of this project was picked from different manufacturing companies of Nestle Food PLC; Cadbury PLC and Cocoa Industry Ltd with their specific products Milo, Bournvita and Vitalo. In the first chapter, the researcher was able to high-light the statement of problem as to know if the use of advertisement increases the sales of the product. Still under the same chapter, the researcher also high-lighted the research question as well as the Research Hypothesis which includes that Advertising increase sale of Beverages. Also, that consumer is aware of the product (both old and new). On that note the researcher concluded that external stimuli affects consumer reception of the advertisement message. In chapter three, the researcher used both primary and secondary data. The respondents were producer. Questionnaire was also used. For better understanding of the study, attention was drawing on how the data were collected from five different zones (zik Avenue, Amawbia, Eke Awka, Aroma and Arthurs Eze Street).
- Background of the study
Many companies still rely primarily on one or two communication tool to achieve their communication aims. This is in spite of the great changes taking place in the market economy especially the des integration of mass market into a multitude of mini market each requiring its own communication approach. The wide range of communication tools, message and audience makes it imperative that companies’ gives thought to a prospect and user and orchestration of communication tools. Based on this, advertising is one of the communication tools is a paid form of non-personal presentation and promotion of idea, goods or services by an identified sponsor which is measured in media. The measured media include print and electronic media and outdoor displays as the case maybe. Sales promotion covers the wide range of activities not encompassed in personal selling or advertising, rebates, premiums, couponing, price off packs, bonus pack, sampling, point of purchase material, trade allowance, sales and dealer incentives, trade shows and exhibition, consumer education and demonstration. The role of communication in the marketing mix of an individual company depends on the product, the nature of its market, the competitive situation of the beverage industry and numerous other factors. Wide variation of the effectiveness in the use of marketing variables lead to difference among industries and companies in the magnitude of the communication expenditure, we should all note that some form of advertising has probably existed since the development of the exchange process. Most of the early advertising was vocal. Today the increase in its dimension has modernized its means, carriers and vendors sold various product, made public announcement and created man y advertising slogans. Songs were also used to identify products or services like wise symbols that also represented something. The printing press was also used in a fashion which leads to the gradual growth and development of advertising, thereby providing a practical readily available medium to deliver advertising message to the literate in the public. Advertising in ancient and medieval times was crude when compared to present day standard. Nevertheless, the basic reason for employing the techniques was the same as now, to communicate information educate and ideas to groups of people in other to change or rein-force an attribute. Our knowledge of advertising in ancient times naturally was fragmented. The discoveries of archeologist in the countries boarding the meditarian sea(s) have turned up that the Romans and some predecessors had learned that it pays to advertise. Thus even from the start of civilization man has felt the start of civilization man has felt the need to advertise. It has been part of firm’s relationship with the society. They have, of course, been development of techniques but the basic principles have remained primarily constant. Perhaps most of the significance shift of emphasis over the centuries has the transaction in organized advertising from the artistic to the commercial. In this study, the researcher will explore how advertising seem to be wonderful institution in our society influencing a lot of buyers behavior with reference to the beverage.
1.2 STATEMENT OF THE STUDY
The problems that triggered up this study are partly stated as they quicken and ease out the work of the researcher. The following are the problems:
The need to ascertain if the use of advertisement increases the sales volume of the product [Bournvita, Milo, Vitalo]. The need to ascertain if the influence the external stimuli affects consumer reception of the advertisement message
1.3 OBJECTIVE OF THE STUDY
The main objective of the study is to find out the effect of advertising on the sale volume of Beverages in Awka metropolis
The specific objectives are as follows:
1) To find out whether the consumers lack of product knowledge contributes.
2) Find out, if the consumer past purchase action is stimulated by the influence of advertising.
3) find out if the use of advertising on the sales of Beverages firm increases its sales turnover. Fashion out strategies for winning new audience [prospect] for the Beverages firm
1.4 RESEARCH HYPOTHESES
The following hypotheses statements are designed to help in our analysis. They are represented in alternative hypothesis.
HAi The use of advertisement increases the manufacturer sales of Bournvita, Milo, Vitalo.
Hoi The use of advertisement does not increase the manufacturer sales of Bournvita, Milo, Vitalo.
HAii The influence of the external stimuli affects consumer’s reception of the advertisement message.
HOii The influence of the external stimuli does not affect consumer’s reception of the advertisement message.
1.5 SIGNIFICANCE OF THE STUDY
The study of this project will be very beneficianary or useful to the consumers of Bournvita, Milo and Vitalo. Consumers who take beverages are less to some certain health problems like strokes, tooth decay, reduce cardio vascular risk and also prevent cancer. This work, on completion will be made available to the Polytechnic library so that researchers who may embark on the effect of advertising on consumer beverages in future programmers will make use of it. Furthermore, the public may find this work valuable in cases where they wish to widen their knowledge of the effect of advertising on the sales volume of beverages. Finally the study will help firms understand the importance of advertising. It will also enable them to structure adverts and brand to make more appealing in other to improve sales and leads to better performance. As the study gives a clear insight into how advertisement can influence consumer’s behavior, many firms will be encouraged into using adverts to make their product. When firms start making more sales and profit as the result of advertising, the economy of Nigeria will be boosted as income from tax will be accrued to the government of Nigeria.
1.6 SCOPE AND LIMITATION OF THE STUDY
The scope of the study covers the effect of advertising on the sale volume of beverages. The researcher encounters some constrain which limited the scope of the study;
- a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
- b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.
- c) Organizational privacy: Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities
1.7 DEFINITION OF TERMS
ADVERTISING: Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea
SALE VOLUME: the quantity or number of products sold or services provided by a company in a particular period of time: higher/lower/total sales volume(s) boost/increase sales volume. sales volume grows/increases/falls Annual sales volume increased 17.5% in 2010.
BEVERAGES: Beverage is a liquid intended for human consumption. In addition to their basic function of satisfying thirst, drinks play important roles in human culture.
1.8 ORGANIZATION OF THE STUDY
This research work is organized in five chapters, for easy understanding, as follows
Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding. Chapter five gives summary, conclusion, and recommendations made of the study
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