The Role Of Advertising In The Marketing Of New Business (a Study Of Shoprite, Enugu)

This research work studied the role of advertising in the marketing of new Businesses (A case study of Shoprite Enugu). New business like other businesses is faced with or centres on the quality of product to be given to the consumers. This study as carried out to an extent to which advertising is adopted by business in Enugu generally and shoprite in particular.

In order to carry out the work, some of these objectives were stated;

- To determine whether the level of awareness of shoprite is as a result of advertising.

- To determine the impact of advertising on the marketing of goods and services in shoprite.

- To discover how advertising influences consumers patronage in shoprite.

- To know why the management decide to use the advertising techniques they are using.

- To determine if advertising has encouraged regular purchase in shoprite.

Based on the stated objectives, three hypotheses were formulated.

Extensive literature review of textbooks, newspapers, magazines, business journals were used, which is the secondary sources of data, personal interview (primary source) questionnaire design, observation for the research and hypothesis were tested by the researcher using chi-square (X2) statistical method and analyzed the research data found out in percentages.  The data collected were presented on tabular form, and percentage was used for analysis.  The sample size was determined using Taro Yamani formular for the consumer of shoprite and population census study for management and relevant staff of Shoprite Enugu.

In the process of this study, the following findings were revealed;

- That advertising has helped to create awareness for Shoprite.

- That advertising has affected sales positively at Shoprite.

- That the medium used by Shoprite to reach their target market or audience is fliers, radio, television, newspaper, magazine.

- That advertising has helped Shoprite gain market acceptance.

- That through advertising, Shoprite has been able to achieve its purpose in term of consumer patronage. 

- That the cost of advertising does not affect the profit of Shoprite.

- That advertising is indispensable in the marketing of new businesses.

- That the advert message of shoprite is very strong and interesting, as the actual quality of goods is same as advertised.

In view of the revealing findings, recommendations on how to improve in the effectiveness or impact of advertising in Shoprite Enugu were offered.

Title Page          i

Approval Page         ii

Dedication         iii

Acknowledgement        iv

Abstract          ix

Table of Contents        x

CHAPTER ONE: 

INTRODUCTION

1.1 Background of the study      1

1.2 Statement of the Problem     5

1.3 Objective of the study      6

1.4 Research Questions       7

1.5 Significance of the Study      5

1.6 Formulation of Hypothesis      9

1.7 Scope of the Study       10

1.8 Definition of Terms        11

References

CHAPTER TWO: 

REVIEW OF RELATED LITERATURE

2.1 Planning for New Business     15

2.2 Historical Development of Advertising    18

2.3 A conceptual Framework of Advertising    22

2.4 Types of Advertising       32

2.5 Benefits of Advertising       34

2.6 Objectives of Advertising      37

2.7 Medias used for Advertising     39

2.8 Determining Advertising Budgets    40

2.9 Measuring the Effectiveness of Advertising  45

2.10 Problems of New Business    47

2.11 Historical Background of Shoprite    50

References

 

CHAPTER THREE: 

METHODOLOGY

3.1 Sources of Data       55

3.2 Area of the Study       56

3.3 Population of the study      56

3.4 Determining of Sample Size      56

3.5 Sampling Techniques      58

3.6 Research Instrument Used     54

3.7 Method of Data Treatment and Analysis    94

3.8 Reliability of Research Instrument     60

References 

CHAPTER FOUR: 

PRESENTATION AND ANALYSIS OF DATA

4.1 Data Presentation and Analysis      62

4.2 Testing and Interpretation of Hypothesis   79 

CHAPTER FIVE: 

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS 

5.1 Summary of Findings       85

5.2  Conclusion        86

5.3 Recommendation       87

Bibliography

Appendix