THE INFLUENCE OF TELEVISION ADVERTING ON CONSUMER’S DEMAND FOR SOFT DRINK. ( A CASE STUDY OF SEVEN-UP BOTTLING COMPANY IN ENUGU METROPOLIS)

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THE INFLUENCE OF TELEVISION ADVERTING ON CONSUMER’S DEMAND FOR SOFT DRINK.

( A CASE STUDY OF SEVEN-UP BOTTLING COMPANY IN ENUGU METROPOLIS)

ABSTRACT

        This research study focused on the influence of televisions adverting on consumers demand for soft drinks in Enugu metropolis, A case study of Seven-up bottling company.

The objectives of which the study was carried out are to

FIND OUT how effective the television advertising strategy of seven- up is all how advertising was affected the company.

To measures the impact of the advertising programes on the performance of seven-up product of the performance advertising programmes on the personal of seven-up products.

The population  of the Study include customers, distributors, and management and relevant staff of the case organisations.

Toppan’s formular was used in determing the sample size of customers  while census was used for the management and relevant staff of seven-up  bottling company.

Questionnaires were administered to the ten areas within Enugu Metropolis.  The following findings among other were need that television advertising is very necessary in marketing actives of every organisation or busyness organisation.

Finally, seven up bottling common must improve on service, quality of their product.  With the analysis made, and the tested hypothesis it was observed that television advertising encouraged increase in demand for seven –Up products with in Enugu metropolis.

 

 

 

 

 

 

ACKNOWLEDGEMENT

I wish to acknowledge the fatherly and noble assistance of my Directors of school of business studies, who is also my project supervisors. Sir Ernest. O. Adirika or approving this topic for me for without this approval this work would not have been on paper.  Also, I equally appreciate his effort in taking the pains to go through this project form stages to  stage, his constrictive counseling and corrections which all together resulted in a positive result.  I also acknowledge the Head of Department Mrs P.N: Edoga for her motherly advice in the same vein appreciate other lecturers in the marketing department “Nnamani., w, Odo P.O ANI.J, IlONUBA , C  Ifeaka E, including, Agwuna Benson.  I also appreciate the staff of IMT Library to heir contributions in making my efforts a reality.  I express my sincere gratitude to the personnel manager of seven-up Bottling Company Enugu Mr Temple for his  assistance toward my project.

Furthermore, I express my sincere gratitude to my mother Mrs Edith.  M OLEHI 9NEE BENZ) and my little brother master Chidozies. E Olehi and  Pastor wisdom Nwabueze Olehi  for their prayers.

Finally, I appreciate my Uncle, In-law relations, for their prayers.

Above all, I sat to God be the glory that today I am a graduate.

 

 

 

 

 

 

 

 

 

TABLE OF CONTENT

 

TITTLE PAGE           …     …     …     …     …     …     …     i

APPROVAL PAGE     …     …     …     …     …     …     …     ii

DEDICATION            …    …     …     …     …     …     …     iii

ACKNOWLEDGMENT       …    …     …     …     …     …     iv

 

CHAPTER ONE

1.0      INTRODUCTION

1.1   BACKGROUND OF THE STUDY

1.2      STATEMENT OF THE PROBLEM

1.3      OBJECTIVE OF THE STUDY

1.4      STATEMENT OF HYPOTHESIS

1.5      SIGNIFICANCE OF THE STUDY

1.6      THE SCOPE OF THE STUDY

1.7      DEFINITION OF TERMS

 

CHAPTER TWO

2.0      LITERATURES REVIEW

2.1   AN OVERVIEW OF ADVERTISING

2.2      TYPES OF ADVERTISING

2.3      IMPORTANCE OF ADVERTISING

2.4      THE ROLE OF T.V ADVERTISING

2.5      EFFECTIVENESS  OF T.V ADVERTISING

2.6      INFLUENCE F T.V ADVERTISING ON CONSUMER DEMAND

2.7      INFLUENCE OF T.V ADVERTISING ON DEMAND

 

CHAPTER THREE

3.0      RESEARCH METHODOLOGY

3.1   PRIMARY DATA            

3.2      SECONDARY DATA

3.3      POPULATION OF STUDY

3.4      SAMPLE SIZE DETERMINATION

3.5      SAPLING TECHNIQUE

3.6      RESEARCHER INSTRUMENT USED

3.7      VALIDATION OF THE INSTRUMENTS

3.8      METHOD OF DATA TREATMENT AND ANALYSIS

3.9      QUESTIONNAIRE ADMINISTRATION

3.10  LIMITATION OF THE STUDY

 

CHAPTER FOUR

4.0      DATA PRESENTATIONS ANALYSIS AND INTERPRETATION OF DATA

4.1   DATA PRESENTATION AND ANALYSIS

4.2      TEST OF HYPOTHESIS

CHAPTER FIVE

5.1      SUMMARY OF FINDINGS

5.2      RECOMMENDATION

5.3      CONCLUSION

5.4      BIBLIOGRAPHY

 

CHAPTER ONE

1.0      INTRODUCTION

1.1   BACKGROUND OF THE STUDY

        Televisions [T. V] advertising have for many years denominated the practice of media advert in Nigeria especially since the inception of it televisions in Nigeria. Many companies have found the television as worthy media by which they can  advertise their products and be sure that such advert would have wide viewership coverage for the product so advertised.

        In the early 89’s and before that data the problem with television [T. V] adverts was the only very few Individual owned television.

        The growth of the ownership of television was therefore slow as many were unable t reconcile television with cinema which was the prevailing highly technical mass media of the

 

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