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lateste research topic on: The Influence Of Tv Advertising In Stimulating Consumers Preferences Of Coca-Cola Soft Drink (A Case Study Of Enugu Urban)
ABSTRACT
This research study is based on the influence of TV advertising in stimulating consumers preference of Coca-Cola soft drink among the residents of Enugu urban. The researcher adopted the survey research method in carrying out this study. Questionnaire was structured and administered to the sample of the study, which was drawn from the population using the Taro Yamane formula. A total of three hundred and twelve (312) questionnaires was administered and used for the analysis. In all, three hypotheses were tested using the Chi-square formula, for statistical support. From the analysis, it is discovered that the TV advertising message play a vital role in stimulating consumer preferences of Coca-Cola soft drink among the residents of Enugu urban. Part of the recommendations of this study is that government should properly equip the media with good facilities to enable them to advertise any product being paid for by the individual or a company. On the part of media practitioners, they should adhere strictly to laid down professional and ethical standards to avoid adulterated or prejudiced reports on advertising.
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