Impact of Bigi Beverage Television Advertisement on the Sales of the Product
CHAPTER ONE
OBJECTIVE OF THE STUDY
This project is geared towards identifying if television advertisements have any effect on the sales of Bigi beverage;
- Is to find out if television adverts help in gaining initial advert attention and promote product identification.
- To find out whether the consumers’ lack of product knowledge contributes to their non-consumption of it.
- Find out if consumers post-purchase action is stimulated by the influence of television advertising.
- To find out the various reactions to television advertisements have to be contained as wells.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Conceptual Framework
Advertising is the non-personal communication of information, usually paid for and persuasive in nature about products ( goods, services and ideas) by an identified sponsor through various media (Aliede in Benson, 2005). According to Kotler (2003), advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Chelmsford (2003) defined advertising as any written, electronic or printed telephone messages or transmitted medium, including film strips, motion pictures and ideas, published, disseminated, or placed before the public, 12 directly or indirectly, for the purpose of creating an interest or inducing a person to sell a life insurance pursuant to a settlement contract. Watson (1990), defined advertising as paid, non-personal communication through various mass media by business firms, non profit organization and individuals who are in some way identified in the message, and who are to inform or persuade members of a particular audience. Gillian (1997) also defined advertising in its simplest way, as a means of drawing attention to something or non-formal method of informing somebody of something. Arens (1996) viewed advertising as a non personal communication of information usually paid for and identified with sponsor through various media. Dyer (1998) stated that advertising is the structured and composed nonpersonal communication of information usually paid for and usually persuasive in nature about products (goods, services and ideas) by identified sponsor through various media. The advertising practitioners council of Nigeria (APCON) (1998) defined advertising as a form of communication through mass media about product, services or idea paid for by an identified sponsor. Furthermore, Stanton (1983), defined advertising as consisting of all the activities involved in presenting to a group a non personal, oral or visual, openly sponsored message regarding a product, service or idea. This message called advertising is disseminated through one or more media. Some important consideration should be noted in connection with this definition. First there is a 13 significant difference between advertising and advertisement. The advertisement is the message itself, while advertising is a process. It is a programme or a series of activities necessary to prepare the message and get it to the intended consumers. Advertisement on the other hand is directed to groups of people not individuals. This is the more reason why it is not personal.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain Impact of bigi beverage television advertisement on the sales of the product. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of an Impact of bigi beverage television advertisement on the sales of the product Summary
This study was on Impact of bigi beverage television advertisement on the sales of the product. Four objectives were raised which included; Is to find out if television adverts help in gaining initial advert attention and promote product identification, to find out whether the consumers’ lack of product knowledge contributes to their non-consumption of it, find out if consumers post-purchase action is stimulated by the influence of television advertising and to find out the various reactions to television advertisements have to be contained as wells. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from selected staff of Cadbury. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
The result of this study shows that television commercial has influence the attitude of the customers towards the purchase of Bigi beverage.
Recommendation
- The manufacturers should try as much as possible to reduce the price of their product in other to accommodate all their target consumers and not to see advertising as the main reason for price increment.
- The manufacturers of Bigi beverage should try as much as possible to make their advert consistent in order to increase awareness and more patronage for consumers.
- Advertising should be real and interesting so as to call and retain prospective buyers for the advertised product.
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