The Role Of Advertising In Motivating Consumer Brand Preference For Beverages In Nigeria (a Case Study Of Bournvita Of Cadbury Nigeria Plc)

This research project was designed to investigate the extent to which advertising influence consumers purchase decision on the Bournvita brand.  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 hypothesis were tested using the Chi-square.

Data analysis and interpretation gave the following findings.

1.Consumers choice of beverage brand can be attributed to advertising

2.The quality of a product affects  consumers in the  choice if their beverage brands.

3.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:

1.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.

2.Making intensive and adequate use of promotional mix especially advertising, to make their marketing activities more efficient and effective.

3.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.

Title Page

Approval Page

Dedication

Acknowledgment 

Abstract

Table of Content

CHAPTER ONE

INTRODUCTION OF THE STUDY

1.1 Background to the study

1.2 Statement of problem

1.3 Objective of the study

1.4 Hypothesis formulation

1.5 Significant of the study

1.6 Scope of the study

1.7 Definition of the terms.

CHAPTER TWO

LITERATURE REVIEW

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Sources of Data

3.2 Population of the study

3.3 Sample size Determination

3.4 Sample Technique

3.5 Research instrument used.

3.6 Limitation of the study

3.7 Reliability and Validity Test

3.8 Method of Data Treatment and Analysis

CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.1 Presentation and Analysis of data

4.2 Questionnaire, Administration and Responsible Rate

4.3 Test of Hypothesis

CHAPTER FIVE

SUMMARY OF FINDINGS., RECOMMENDATION SAND CONCLUSION:

5.1 Summary of Findings

5.2 Recommendations 

5.3 Conclusions

5.4 Bibliography