ABSTRACT
This research work is designed to examine the impact of television advertising on consumer brand preference for soft drink in a competitive market, with particular reference to 7up bottling company nig. Plc, 9th mile corner, enugu. For the purpose of clarity, this project has been divided into five chapters and the information was gathered through both primary and secondary sources. The introduction was done in chapter one where objective of the study, the statement of the problem, the hypothesis, scope and the significant of the study was done. In chapter two, reviewed some related literature about the topic. In chapter three, the population of the study, the sample size, method of data collection and the data analysis is tool that was used in the research study were discussed. In chapter four, the analysis of data collection by the use of questionnaires and unstructured personal interview was used. The data was analysed using simple percentages and tested hypothesis by the use of chi-square (x2) the summary of the research finding, conclusion and recommendation based on the findings were therefore effective tool in appealing the target market.
TABLE OF CONTENTS
Title page i
Approval ii
Certification iii
Dedication iv
Acknowledgements v
Table of contents vi
List of table x
Abstract xi
CHAPTER ONE
INTRODUCTION 1
1.1 Background of the study 5
1.2 Statement of problem 8
1.3 Purpose of the study 9
1.4 Significance of the study 10
1.5 Research questions 11
1.6 Hypotheses 12
1.7 Scope of the study 13
1.8 Definition of terms 13
CHAPTER TWO
2.0 Review of related literature 15
2.1 A Brief introduction 15
2.2 Review of current literature 16
2.3 Summary of literature review 29
CHAPTER THREE
Methodology
3.0 Brief introduction 31
3.1 Design of the study 31
3.2 Area of the study 32
3.3 Population of the study 32
3.4 Sample of the study 33
3.5 Instrument for data collection 35
3.6 Validation of the instrument 37
3.7 Distribution and retrieval of the instrument 38
3.8 Method of data analysis 38
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS 40
4.1 Presentation and interpretation of data according
to research questions and hypothesis 40
4.2 Findings 60
4.3 Discussion of findings 62
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation 64
5.1 Summary of findings 64
5.2 Conclusion 67
5.3 Recommendations 69
5.4 Limitations of the study 71
5.5 Suggestion for further research 72
References 73
Appendix A 75
Appendix B 76
LIST OF TABLES
Table One: Age of the respondents
Table Two: Sex of respondents
Table Three: Educational qualification/level of respondents
Table Four: Occupation of respondents
Table Five: Contingency table
Table Six: Chi-square
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CITE THIS WORK
(2016, 10). The Impact Of Television Advertising On Consumer Brand Preference For Soft Drink In A Competitive Market. (a Case Study Of 7up Bottling Company Nig.. ProjectStoc.com. Retrieved 10, 2016, from https://projectstoc.com/read/8142/the-impact-of-television-advertising-on-consumer-brand-preference-for-soft-drink-in-a-competitive-market-a-case-study-of-7up-bottling-company-nig-7233
"The Impact Of Television Advertising On Consumer Brand Preference For Soft Drink In A Competitive Market. (a Case Study Of 7up Bottling Company Nig." ProjectStoc.com. 10 2016. 2016. 10 2016 <https://projectstoc.com/read/8142/the-impact-of-television-advertising-on-consumer-brand-preference-for-soft-drink-in-a-competitive-market-a-case-study-of-7up-bottling-company-nig-7233>.
"The Impact Of Television Advertising On Consumer Brand Preference For Soft Drink In A Competitive Market. (a Case Study Of 7up Bottling Company Nig.." ProjectStoc.com. ProjectStoc.com, 10 2016. Web. 10 2016. <https://projectstoc.com/read/8142/the-impact-of-television-advertising-on-consumer-brand-preference-for-soft-drink-in-a-competitive-market-a-case-study-of-7up-bottling-company-nig-7233>.
"The Impact Of Television Advertising On Consumer Brand Preference For Soft Drink In A Competitive Market. (a Case Study Of 7up Bottling Company Nig.." ProjectStoc.com. 10, 2016. Accessed 10, 2016. https://projectstoc.com/read/8142/the-impact-of-television-advertising-on-consumer-brand-preference-for-soft-drink-in-a-competitive-market-a-case-study-of-7up-bottling-company-nig-7233.
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