This research project was designed to investigate the extent to which advertising influence consumers purchase decision on the Bournvita brand. To solve the research problem both primary and secondary data were collected the research instrument used in collecting the data were questionnaire and oral interview. The respondent comprised of the staff and consumers of Bournvita product.
In organizing and presenting data collected table and percentages were used. The various hypothesis were tested using the Chi-square.
Data analysis and interpretation gave the following findings.
Based on finding the researcher recommends that:
The conclusion is that advertising is an important promotional tool for effective marketing of any mass produced consumer produces in a competitive market environment.
Marketing is the management process aimed at identifying, anticipating, analysis and satisfying human needs and wants through exchanges as efficiently and effectively as possible (Adirika, 1990:3)
Its concept is a philosophy of business which state that the customer want satisfaction of the economic and social justification for a firm is existence. However, no matter how a produced completely meets the requirements of the consumers, its existence has to be made know t the consumers, Hence, the need for advertising which serves as an awareness Greaten.
Equally, the multiplication of beverage (Bournvita) producing company implies that for a firm in the industry to survive, grow or improve its markets share, its must year its market share, it must year its energies towards some form of product high quality development, fair pricing, effective promotional, activities, and wide distribution network. Besides competitors, the growth of this industry creates other problems which include that by presenting a variety of choice tot he customers, the management of the company face the problem of identifying which of these varieties that exert greatest influence on consumer preference on one brand of beverage product over the other. This has led to the policy of most companies marketing department investing so heavily on advertizing as the surest means of reaching their target markets. Nigerian businessmen always depreciate the role of advertising in business because of their pursuit for quick money and profits, they often erroneously regard advertising expenditure as money wasted. This is unfortunate indeed, adverting it perhaps the most effectively way of communicating with customers and the general public. Through advertizing, a company communicates the information a consumer needs to evaluate a product or the ability of the company to offer a product or service.
Advertizing can be inform of newspaper and magazine, direct mail trade exhibitions, television, radio, catalogue, product demonstration etc.
Following the increase in the competitive nature of the market environment in Nigerian today, marry companies are found in the line of beverage product production. One of such companies who also lover a leading name in beverage market is Cadbury Nigeria Plc who builds its fame on vitality and delicious goodness of its food beverages. The extra flavour of its confectionery and the appetizing taste of its products.
The company’s operations in Nigeria were initially continued tot he selling of imported chocolate products in the major urban areas. This was before 1965 when Cadbury Nigeria Plc operated as the registered Nigerian sale office for Cadbury fry expert limited. However, the introduction of the Coco beverage, Pronto, and later the well know malt beverage BOURNVITA between 1956 and 1969 enable the company penetrate the indigenous market. The increase in turnover instified first, the local packaging of these products and subsequently the full manufacture of BOURNVITA in the company manufacture and market their products through network of wholesale distributors located in various parts of the commit.
They equally make a to of expenses as a result of carrying out promotional strategies for their product. One of such promotional mix which they make use of is advertizing which demands from the management a huge amount of money yearly. Advertizing is a group of activities involved in presenting to people message regarding a product, service or idea in a non-personal form by a identified sponsor. Its main takes is to communicate effectively so as to establish awareness if create a favourite attitude to and stimulate demand for a product or service among potential consumers. It should therefore be informative, instructive, persuasive and relevant to consumer’s needs. It should appeal to the emotional instincts in some discerning ways from similar products of the same or other companies. In the marketing of beverages, branding enhancing product identification, which in turn facilitates marketing action and demand stimulation. It helps for effective advertizing and market control. The search for this study involves investigating consumer brand recantation, brand preference, brand acceptance, and brand insistence of the brand of selected beverage, Bournvita.
Finally, the role of advertising in motivating consumers, play a major role in beverage industries. Some consumers are being moved by the nature of advertisement of a particular product irrespective of the price attached to it.
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