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.)

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, Ikeja ­Lagos. 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.

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