INFLUENCE OF TELEVISION ADVERTISING ON CONSUMER CHOICE OF BEVERAGES (A CASE STUDY OF CADBURY)

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ABSTRACT

The world provides a competing for environment for firm competing for consumers chike of their product. yet consumers have the right to decide on what form of information they will respond to this research work is to examine critically influence of television Advertising on consumers choice of beverage plc. This research has the core objective of determining whether television advert has an influence on consumers choice, if there are factors, which can influence consumers choice and if advertising bring about brand loyalty in the course of this project, the researcher adopts survey research method with questionnaires as 600 used for this study. The sampling technique used is sample random sampling among the findings of this project is that television advertising influence most consumers, choice of beverages like carbury and also noted that television advertising alone could not perform all the task of influencing consumers in their choices of beverages. However, the major recommendation put forth is that no television station should down play advertising of the products especially carbury and as much as possible the price of the product should be emphasized on during advertising to capture consumers interest. 


TABLE OF CONTENT
Title
Table of content
Abstract
CHAPTER ONE
1.0   Introduction
1.1   Background of the study
1.2   Statement of the Problem
1.3   Research Objective
1.4   Research Question
1.5   Significance of the Study
1.6   Scope of the Study
1.7   Limitation of the Study
1.8   Operational Definition of terms       

CHAPTER TWO
Review of Literature
2.1   Introduction
2.2   Television Medium Per Se
2.3   Advertising and its types
2.4   Concepts of Advertising
2.5   Television Advertising
2.6   Consumers behaviour and brand royalty
2.7   Theoretical framework
2.8   Summary of Literature Review         
CHAPTER THREE
Research Methodology
3.1   Introduction
3.2   Research Design/Method of Study
3.3   Population of the Study
3.4   Sample Size
3.5   Instrument for Data Collection
3.6   Validity of Instrument
3.7   Methods of Data Analysis
CHAPTER FOUR
Data Analysis and Presentation
4.1   Introduction
4.2   Data Presentation and Analysis
 CHAPTER FIVE
Summary, Conclusion and Recommendation
5.1   Introduction
5.2   Summary of Findings
5.3   Conclusion
5.4   Recommendation
5.5   Recommendation for Further Studies
References


CHAPTER ONE
1.0 INTRODUCTION
        The major purpose of advertising is to communicate, educate and market a product/ service, idea or cause, though a channel or media that is accessible to target audience. However, the marketing function recognizes the strategic value of advertising as an element of the promotional mixifirm use in selling their goods and services according to Ozoh (1998, p.13).
        Advertising is a distinct promotional element that serves as a bridge between the advertisers and the target market. Through advertising, the advertisers deliver his massage to the target market. Also in a mass market, where it is quite impossible to reach the multitude of prospects for a brand personally, advertising offers not only the cheapest means, but an effective way of entering into the targets consciousness to get them acquainted with the product with the product or services so there is need for advertisement in order to get the targets acquainted with the product or services.
        Moreover, many organizations or industries believe that advertising their products will command or attract many consumer for such product. The question now is, does television advertising on consumers choice of beverage using carbury as comparative study for this research.
1.1   BACKGROUND OF THE STUDY
        The research under study orders on the topic “influence of television advertising on consumers choice of beverage”. Advertising pervades our lives. It is impossible to read newspaper, magazine, and journal or watch television, listen to radio or even travel the streets of our cities without being bombarded by commercial messages. Our country derives benefit from information about products and services. On the other side of the fence, companies with products or services to sell, regard advertising as a valuable and indeed indispensable marketing tool. a proximately 3% of the gross national product is currently devoted to advertising, so advertising is a large and essential way of doing business.
        research of old see broadcast audience (TV viewers)as passive, hence they provided the passivity theory or buller theory which states that the media has a powerful effect on the audience and this means that once the advertising message gets to... 


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