This dissertation is the product of contribution of ideas by the researcher and his supervisor. It is both conventional and simple. The topic of this project, the effects of advertising on consumers buying behaviour in Enugu Metropolis with particular reference to the Nigerian Bottling Company, bottles of Coca-Cola products, is very vast and cannot to have treated all the aspects of the literature involved in this topic within this skeletal outfit. Rather the researcher has selected and x-rayed the vital aspects of the topic relevant to the points she wants to investigate and buttress.
The project covers aspect like the media consumers get their product messages, their perception of advertising messages, that is, either they buy the advertised product or not. Also covered were the impact social groups and religion has on consumer buying behaviour.
In chapter one and two the researcher discussed generally advertising and other factors as they effect the buying behaviour. In chapter three and four discussion was centered on the methods of collecting the data and analysis. In chapter five, there were discussion of the result, implications of the result, recommendations, a number of problems were identified and discussed. The researcher’s conclusion were drawn from points discussed in the proceeding four chapters.
The researcher delved into the effect of advertising on consumer buying behaviour because as a management student he assumes that advertising plays a major role in shaping people’s buying decision and to help advertisers and manufactures, especially those in the Coca-Cola industry, in determining people’s buying behaviour with reference to advertising.
This will also help the researcher and other students too get the practical analysis of effects of advertising on consumer buying behaviour.
TABLE OF CONTENTS
CHAPTER ONE
Introduction 1
1.2 Statement of Problems 3
1.3 Purpose of the Study 4
1.4 Scope of the Study 4
1.5 Research Question 5
1.7 Limitation of the study 7
CHAPTER TWO:
Literature Review 8
2.1 Review of related Literature 8
2.2 Origin of advertising 10
2.3 The media 12
affect consumption 19
2.5 Consumer behaviour 23
2.6 The communication process 26
2.7 A review of Nigeria bottling company 27
CHAPTER THREE:
Research Design and Methodology 29
CHAPTER FOUR:
Data Presentation and Analysis 36
4.1 Presentation and analysis of data 36
4.2 Summary of result 55
CHAPTER FIVE:
Discussion, Recommendation and Conclusion 57
5.1 Discussion of results 57
5.2 Conclusion 59
5.3 Implications of the research finding 60
5.4 Recommendation 61
5.5 Suggestion for further research 63
Bibliography 64
Appendix 1 66
Appendix 2 67
CHAPTER ONE
This chapter covers the introductory aspect of this project work. It discuses the problems needed to be solved in the other chapters to follow.
For quite sometime now, the rise and fall of the advertising industry, either in a boom or recession period is dependent on the growth of the economy and this reflects the state of any economy. Infact, many companies have come to realise that advertising can constitute itself into a positive force in the marketing of their products. Admittedly, figure on total annual bills of the advertising industry are not easy to come by, nevertheless, it is estimated that Nigeria spends about 0.05 percent of its Cross National Products (GNP) on advertising. And it is hoped that this figure will improve as we attend a greater rate of development in the business sphere.
Undoubtedly, advertising is the most conspicuous of all the businessman’s efforts it forms the promotional or communication program of the businessman. In a competitive environment such as ours, there is the crying need for a manufacturer or seller to use advertising to present his product or service to the potential buyers or consumers.
It is an obvious fact that advertising has in no small way helped to recognize the business worlds. It brings the consumer in touch with the producer. It has to be noted that advertising is a necessary social force for any economic take-off and it has influenced the public taste to such an extent that products that could not be advertised have fallen into disuse and what is more, businessmen who would not advertise have been forgotten.
Advertising a product is not only aimed at either calling for attention or creating awareness for its products, developing and maintenance of interest, but also encourages trial or repeat purchase, or better still, ensure cognitive consonance. In order to achieve the sales objective of the manufacturer, it is the function of advertising to interpret or translate the need or want – satisfying qualities of products and services in terms of consumer needs, wants, desires, aspirations and so on.
There are no doubt that advertising activities is a crucial factor in marketing of products or even in non-profit oriented organisations and it is expected to create a business environment with me direct aim of sales. At this junction, it is of interest to note that in the opinion of the research, advertising deserve a thorough study since it is becoming increasingly important to many organisations owing to mass production and distribution which widened the gap between the producers and consumers and this gap calls for effective advertising. It is therefore appropriate for the researcher to ascertain the state of product advertising as it effects the manufacturers and sellers of Coca-Cola products and the buying behaviour of consumers in Enugu Metropolis.
In the course of this work, the researcher identified some key factors that will help identify the effects of adverting on consumer buying behaviour as regards Coca-Cola products from the Nigeria Bottling Company (NBC) In Enugu Metropolis. These are:-
This study however, will center on the above identified problems and such other factors, which might be discovered in the course of the investigations.
And finally, to asses the effectiveness of advertising on consumer buying behaviour as it relates to the consumption of NBC products
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