THE ROLE OF ADVERTISING IN MOTIVATING CONSUMER BRAND PREFERENCE FOR BEVERAGES

ABSTRACT

This research project was designed to investigate the extent to which advertising influence consumers purchase decision on the beverage brands.  To solve the research problem both primary and secondary data were collected the research instrument used in collecting the data were questionnaire and oral interview.  The respondent comprised of the staff and consumers of Bournvita product. In organizing and presenting data collected table and percentages were used.  The various hypotheses were tested using the Chi-square. Data analysis and interpretation gave the following findings. Consumers choice of beverage brand can be attributed to advertising. The quality of a product affects consumers in the choice if their beverage brands. Price is a major factor that influences consumers of beverage products to prefer one brand of beverage to another. Based on finding the researcher recommends that: The beverage producers should under taker research of raw materials and efficient channel of distribution so as to always offer their products of reasonable qualify and price to consumers. Making intensive and adequate use of promotional mix especially advertising, to make their marketing activities more efficient and effective. Producers of beverage product should identify the factors that are responsible as their brand choice and adopt total products concepts in marketing of their products, father than engaging in costly advertising. The conclusion is that advertising is an important promotional tool for effective marketing of any mass produced consumer produces in a competitive market environment.