THE IMPACT OF TELEVISION ADVERTISING ON CONSUMER BRAND PREFERENCE FOR SOFT DRINK IN A COMPETITIVE MARKET (A CASE STUDY OF 7UP BOTTLING COMPANY NIG.)


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TABLE OF CONTENTS
Title page       
Table of contents
List of table
Abstract

CHAPTER ONE
INTRODUCTION
1.1      Background of the study
1.2      Statement of problem
1.3      Purpose of the study
1.4      Significance of the study
1.5      Research questions       
1.6      Hypotheses
1.7      Scope of the study
1.8      Definition of terms

CHAPTER TWO
2.0      Review of related literature
2.1      A Brief introduction
2.2      Review of current literature
2.3      Summary of literature review

CHAPTER THREE
Methodology
3.0   Brief introduction
3.1      Design of the study
3.2      Area of the study
3.3      Population of the study
3.4      Sample of the study
3.5      Instrument for data collection
3.6      Validation of the instrument
3.7      Distribution and retrieval of the instrument
3.8      Method of data analysis

CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
BRIEF INTRODUCTION OF THE CHAPTER
4.1      Presentation and interpretation of data according to research questions and hypothesis
4.2      Findings
4.3      Discussion of findings

CHAPTER FIVE
5.0   Summary, Conclusion and Recommendation
5.1      Summary of findings
5.2      Conclusion
5.3      Recommendations
5.4      Limitations of the study
5.5      Suggestion for further research
References
Appendix



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.




CHAPTER ONE
INTRODUCTION
        The beginning of the twentieth Century witnessed an outburst of advertising efforts the bottling companies. This outburst was necessitated by the desire to outsell the other in the consumer market, since soft drinks are competitive products. In order to maintain a stronghold of their various market segments, or even to widen an existing market, different advertising strategies erupted prominent among them are sales promotions, sales campaign, point of purchase displays, media advertising e.t.c.
        This rampant use of various advertising strategies in eliciting consumers’ response has credited a stiff competition between the manufacturers of soft drinks of which 7up is one. Constant inundation of consumers with multifarious advertising slogans has even created confusion in the minds of helpless consumers on which products to buy or leave.
        Pride and fewel in their book “marketing” explained that an advertisement may a times be informative, or entertaining yet it may fail to get the audience to purchase the product they were of the opinion that the ultimate effectiveness of advertisement is determined by its ability to cause product adoption and high purchases among the potential buyers. 
        The extent of patronage of any advertised product does not entirely depend on the effectiveness of the advertising strategies. It might sometimes, depend on extraneous factors like.....

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