The Effect of Advertising on the Sales of Toothpaste
Chapter One
Purpose And Objective Of The Study
The objective of the study is to examine if advertising has an effects on the sales of tooth pastes
- To find out if advertising increase the sales and life span of a product (tooth paste)
- To determine the most effective tools use in advertising in the organization
- To take a product analysis of the variability of herbal tooth paste enterprise in Nigeria market and suggest possible solution in area where problem exist.
- Above all to contribute to the existing information (literature) in the area of avert. For this research works to yield more understanding there is need to examine some of the question is relation to the purpose of the study.
CHAPTER TWO
LITERATURE REVIEW
INTRODUCTION
Our focus in this chapter is to critically examine relevant literature that would assist in explaining the research problem and furthermore recognize the efforts of scholars who had previously contributed immensely to similar research. The chapter intends to deepen the understanding of the study and close the perceived gaps.
Precisely, the chapter will be considered in two sub-headings:
- Conceptual Framework
- Chapter Summary
CONCEPTUAL FRAMEWORK
Marketing
The old view of marketing concentrated totally on the function of distribution of goods and commodities. The flow of goods from producer to the consumer is sale Oriented aim to maximize the profit through maximizing the sales. But the marketing environment changed day by day. Thus a changed a marketing function is necessary. Realizing the importance of the marketing to the success of a firm, the business administrations’ began to think of a new idea. The modern marketing concept is developed through gradual change in the mind of business people. The subject of marketing encompasses a fourfold edifice. In the word of McCarthy, an early writer, it involves managing the 4 P’s product, price, place and promotion. The modern marketing concept hold that the key to achieving organizational goods consist in determining the need and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitors.
Philip Kotler described the Modern Market concept as – “Consumer orientation backed by integrated marketing aimed at generating consumer satisfaction and long run consumer welfare as the key to satisfying organizational goals.”
The Promotion Mix
- Advertising
- Personal selling
- Sales promotion
- Publicity
(i)Advertising
It is the dissemination of information by non-personal means through paid media where the source is the sponsoring organization.
(ii)Personal selling
It is the dissemination of information by non-personal methods like face-to-face contacts between audience and employees of the sponsoring organization, the source of information is the sponsoring organization.
(iii) Sales promotion
It is the dissemination of information through a wide variety of activities other than personal selling, advertising and publicity which stimulate consumer purchasing and dealer effectiveness.
(iv) Publicity
It is the disseminating of information by personal or non-personal means and is not directly paid by the organization and the organization is not the source.
Origin And Development Of Advertising
It has been wrongly assumed that the advertising function is of recent origin. Evidences suggest that the Romans practiced advertising; but the earliest indication of its use in this country dates back to the Middle Ages, when the use of the surname indicated a man‟s occupation. The next stage in the evolution of advertising was the use of signs as a visual expression of the tradesman’s function and a means of locating the source of goods. This method is still in common use.
The seller in primitive times relied upon his loud voice to attract attention and inform consumers of the availability of his services. If there were many competitors, he relied upon his own personal magnetism to attract attention to his merchandise. Often it became necessary for him to resort to persuasion to pinpoint the advantages of his products. Thus, the seller was doing the complete promotion job himself. Development of retail stores, made the traders to be more concerned about attracting business. Informing customers of the availability of supplies was highly important. Some types of outside promotion were necessary. Signs on stores and in prominent places around the city and notices in printed matters were sometimes used.
When customers were finally attracted to the store and satisfied with the service at least once, they were still subjected to competitive influences; therefore, the merchant’s signs and advertisements reminded customers of the continuing availability of his services. Sometimes traders would talk to present and former customers in the streets or join social organizations in order to have continuing contacts with present and potential customers.
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.
Population Of The Study
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitute of individuals or elements that are homogeneous in description.
This study was carried out to examine the effect of advertising on the sales of toothpaste using Dabur Herbal Toothpaste as case study. Hence, the staff of African Consumer Care Limited in Lagos State form the population of the study.
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 sixty five (65) questionnaires were administered to respondents of which fifty (50) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 50 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS:
Introduction
This chapter summarizes the findings on the effect of advertising on the sales of toothpaste using Dabur Herbal Toothpaste as case study. The chapter consists of summary of the study, conclusions, and recommendations.
Summary of the Study
In this study, our focus was on the effect of advertising on the sales of toothpaste using Dabur Herbal Toothpaste as case study. The study is was specifically focused on finding out if advertising increase the sales and life span of a product (tooth paste), determining the most effective tools use in advertising in the organization, and take a product analysis of the variability of herbal tooth paste enterprise in Nigeria market and suggest possible solution in area where problem exist.
The study adopted the survey research design and randomly enrolled participants in the study. A total of 50 responses were validated from the enrolled participants where all respondent are staff of African Consumer Care Limited in Lagos State.
Conclusions
In the light of the analysis carried out, the following conclusions were drawn.
- There is need for a company to advertise her products.
- The objective of advertising include; to create demand, face market competition, create goodwill, awareness, persuade and remind consumers about new or already existing products.
- The reason why same company’s new product skill fail in spite of the intensive advertising and advertising budget sales include; poor quality products, inconsistency in product quality, high rate of competition, and high market price war.
- Among the several advantages of advertising include; increasing brand & products awareness, standing out in the competition, attracting current & potential customers, increasing sales volume & roi, and improving your brand positioning “image”. While the disadvantages include; adds to the cost of production and product, leads to price war, creates a monopolistic market, and promotes unnecessary consumption.
- Advertising has an effect on the sale of new product (tooth paste).
- Advert on television have positive effect on the sales of tooth paste.
- Increase in sales promotion will have positive effect on the sales of herbal tooth paste.
Recommendation
Based on the findings the researcher recommends that;
- The company should take paint to select appropriate media that will reach out the target audience, improve of quality standard of the product and also recommended that newspaper and billboard should be use in villages where there are insufficient net work for radio and television.
- Management should ensure that the advertising campaign is such that creates effects on all classes of consumers other than targeting on a selected few.
- Management of companies should embark on company wide awareness of advertising through seminar and workshops to educate and intimate all categories of the employees on the strategy.
- Management of companies should improve budget for advertising every year in order to enable them meet their primary aims and objectives
- Management of companies should continuously evaluate and monitor advertising so as to ensure that the goals and objectives set are achieved.
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