GET THE COMPLETE PROJECT
THE IMPACT OF TELEVISION ADVERTISING ON CONSUMER PRODUCT PURCHASING IN NIGERIA
( A CASE STUDY PF J. UDEAGBALA HOLDING NIGERIA LIMITED).
ABSTRACT
This work was conducted for the purpose of evaluating the Impact of television advertisement on consumer behaviour with reference to J. Udeagbala Holding Nigeria Limited. This specific Objective of the study was to determine whether consumers are aware of the company of J. Udeagbala, product to fined out television advertisement on behaviour and making recommendation to help in improving television, advertisement on the marketing of consumer product in J. Udeagabla.
The study was carried out by analyzing the responses selected from sample of 50 consumers with in Aba and Umuahioa and 10 management and staff of the company. The research questions were analyzed using percentage while the hypothesis were tested using the chi-square (X2) test. From the finding it was discovered that most of their consumer know of the product. The researcher recommended that, theyshould be improvementin marketing research and development and should be encourage determining exactly what the consumer require in the product and always try to maintain the good standard of product.
TABLE OF CONNTENT
Title Page
Abstract
Table of content
List of Tables
Chapter one: Introduction
1.1 Background of the study
1.1.1 Profile of the company
1.2 Statement of the company
1.3 Objective of the study
1.4 Research questions
1.5 Research hypothesis
1.6 Significance of the study
1.7 Scope and limitation of the study
1.8 Definition of terms.
Chapter two: Review of related literature.
2.1 Topic Review break up
2.2 Model and theory relevant to the study
2.3 Current literature on the study
2.4 Sub-section of the topic problem
2.5 Summary.
Chapter three
3.1 The design of the study
3.2 The area of the study
3.3 Pollution of the study
3.4 Sample and sampling technique
3.5 Method of data collection.
3.6 Method of data analysis
Chapter four: Presentation and Analysis of Data.
4.1 Questions analysis of the investigative
research question.
4.2 Testing of hypothesis
4.3 Discussion of findings.
Chapter five: Summary conclusion
and recommendation.
5.1 Restatement of the problem
5.2 Summary of findings
5.3 Conclusion
5.4 Recommendation
5.5 Suggestions for further studies
References
Appendix
LIST OF TABLES
Table 4.1: Questionnaire distribution
Table 4.2: Respondent s marital status
Table 4.3: Education qualification of respondents
Table 4.4: Respondent on Television as a better medium
Table 4.5: Respondent television as a medium to reach a group
Table 4.6: Respondent on A advertisement used by the company
Table 4.7: respondent on conviction of television advertising.
Table 4.8: Respondent on m television advert brings increase in sales volume
Table 4.9: Respondent on the class advert is directed to
Table 4.10: Respondent on television advert help in brand preference.
Table 4.11: Respondent on consumer respond on television advertising
Table 4.12: Respondent on usefulness of television advert to product
Table 4.13:respondnets on the implied of advertising brings.
Table 4.14: Respondents on the level of television advertisement
Table 4.15: Respondent on the effect of advertising on sale turnover.
Table 4.16: Respondents on actually time advertisement is presented. Table 4.17: Respondents on sales turnover
Table 4.18: Respondent on complains on product advertising.
Table4.2: Contingency Table 1
Table 4.2.1: Calculation of chi-square
Table 4.2.2: contingency table II
Table 4.2.3: Calculation of chi-square II
Table 4.2.4: Contingency table III
Table 4.2.5: Calculation of chi-square III
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
In the world of marketing in the recent time, it is not enough to produce a product, package it attractively, price it right, effectively distribute and display it to adequately meet the need of the consumers. The company must also let the people know about the existence of the product; the company must communicate the product to its target audience. This involves giving information about the product existence, features, and benefits and how it can be obtained by it target markets.
Effective communication is a part of a company’s promotional activities, and may also be referred to as coordinated seller’s initiated effort to establish channels of information and persuasion to fasten the sales of goods and services, or the acceptance of ideas or point of view (Adirika 1996: 66)
The marketing communication mix consist of a promotional tools which include various forms of advertising, sales promotion, personal selling, publicity program and public relations. All these are referred to as promotional mix or promo tools.
Advertising is as non-personal paid form of presentation of ideas, goods and services or message to educate the target audience by an identified sponsor. Advertising in one form or another is used by virtually all manufacturers and retailers in the country to promote and communicate their products and service to their target markets, Advertising helps to inform, educate and persuade consumers to accept a given product of point of view. Price of goods and services will continue to increase, which in turn will lead to less patronage by consumers. To survive in such situation, companies must therefore promote their products more vigorously to gain competitive edge over their competitors.
Although advertising today does not broadcast original information on products, but it widens markets by such device as ensuring new uses and attracting leads. In consumer products, advertising is an ever-widening task in creating consumer interest and loyalty. In this research the researcher is more concerned with televising.
Television advertising is one of the newest and fastest growing mediums of communication. In Nigeria, we have both the local and national network stations. All national station (NTA) operates on ultra-high frequency (UHF), while the local stations (privately owned) authority. According to NTA marketing plan, television attracts about 39% advertising companies.
1.1.1 PROFILE OF THE COMPANY
J. Udeagala holding Nigeria limited (RC) is a privately owned company, which is involved in the importation and manufacturing of goods and services. J. Udeagbala started first as a trader in the African international market with the sales of merchant of his sole business. As his business continues to grow, he later moved from African international market, to market road where he joined the importation group to import merchants, turn products and challis wine on a low scale with staff strength of 15. He finally moved to 152 Aba Owerri Road as its headquater. J. Udeagbala holdings now have branches in Lagos, Kaduna, Kano, Bauchi, Benin, Onisha, Jos, Abuja, and port Harcourt.
j. Udeagbala holdings limited has other subsidiaries which include the following
1. Kitchen vegetable oil (nig. Ltd)
2. Beauty base Ltd
3. Quality pipes Ltd
4. Dynamic farms Ltd
