EFFECT OF ADVERTISING ON CONSUMERS IN ABA METROPOLIS (STUDY OF IMPERIAL LEATHER SOAP)

PROJECT TOPIC- EFFECT OF ADVERTISING ON CONSUMERS IN ABA METROPOLIS (STUDY OF IMPERIAL LEATHER SOAP)

Abstract

The research was designed to study the Effect of Advertising on the consumers of Imperial leather Soap at Aba metropolis. The major objective of this study was to find out whether advertising has succeeded in educating and informing consumer about a product especially Imperial Leather Soap. Data collection through questionnaires and interviews were analyzed through tables, percentages and chi-square. The results of hypotheses showed that frequent advertisement of Imperial Leather Soap bring about repeat purchases by the users. The researcher also found that advertisement of imperial leather soap has influenced the buying decision of the users and that consumers of imperial leather soap are informed and educated through the advertisement of the product. And some of the respondents concluded that advertising has positive influence on the consumer of imperial leather soap at Aba metropolis. In the light of the findings made the researcher recommended that producers of imperial leather soap should increase the advertising frequency, they should have clear definitions of their advertising objectives and they should coordinate their marketing mix variables in order to favourably compete in the market.

CHAPTER ONE

INTRODUCTION

1.1   BACKGROUND OF THE STUDY

Advertising is a powerful marketing communication tool used by companies to fulfill the promotional task. It is an impersonal form of communication or presentation of goods, ideas, or services conducted through paid media under open or idea. Flied sponsorship, (Ebue 2000:53). All about adverting is a sponsor sending a message, called advertisement, through one or more mass media (radio, television, newspapers, magazines) to reach large numbers of potential users or buyers of a product

especially that of imperial leather soap under study. By itself, advertising is a vital marketing tool that helps to sell goods, services, images and ideas through information and persuasion. Many companies, especially, toilet soap companies consider advertising as a superior promotion tool to personal serving, selling, sales promotion or publicity. This is because, advertising provides multiple presentation to masses of people with one message, compared with personal selling that involves individual

contact with each purpose. This consideration of advertising by companies as superior to other promo tools contributes in making the researcher to find out its effect on consumers with special reference to users of imperial leather soap at Aba. According to Nwosu (1990:229), one of the best definition of advertising is that “advertising is that mass communication which is aimed at helping to sell goods, services, ideas, persons and institutions or organization”. Furthermore, he emphasized its use

as a means of reaching the respective target customers in the consumer, industrial trade and retail channels.here have been many arguments as to whether the task of advertising should be expressed in terms of sales or communication affects. Sales cannot serve as a realistic yardstick, according to (Ebue 200). He continued that the “best advertisement” cannot sell a products that is not available nor will  it convince people to buy products that they feel are of poor quality, too expensive or below

expectation. As a matter of fact, the best way to kill a bad product is to advertise it, (Ebue 2000). This argument also made the researcher to bent in determining the effects of advertising on consumer in Aba with special to the users of imperial leather soap. Advertising is further seen as any paid form of communication or presentation of ideas, goods, or services by an identified sponsor, (Adirika, 1996). Its messages are informative, persuasive, instructive and must be relevant to the consumer wants and needs.

Soap is a substance used with water for washing and clearing, made of natural oils or fats combined with an alkali soap is designed to enhance the beauty of skin and hairs of the consumers by using it to refresh oneself. The use of toilet soap are such as soaps has a long history. It started as far back as 3500 BC in Egypt; in Nigeria, the use of soap can be traced back traditionally; it emanated from the use of “ncha nkota”, before, the establishment of toilet soaps industry, such as paterson

Zachonis (PZ) Nigeria Plc. Unileve Plc, Prather and Gamble (P and G) Nigeria Plc. Though the modern toilet soap era had been a long time trade, the advent of the oil boom in the 1970s, brought in some basic changes in t he economic structure of the country. This reshaped the income level of most Nigerian with the greater number of the population with an appreciable level of disposable income.

Consequently, people became more conscious of how to live a more sophisticated life. They have no longer care only for the physiological life, but also their sociological and economic needs. These economic, social and cultural changes brought in a new broad of educated  minority who now desire a task of the European and other western pattern of life. People then become aware of what soap can do to their body by using it to refresh their bodies.

Following this awareness, the toilet soap market began to grow in Nigeria. Because of the numerous opportunities existing in the toilet soap industry, many toilet soap companies sprang up, thus giving rise to shift competition. As a result of this, the survival of firms now depended largely on how effective it is able to manage its marketing mix (price, product, promotion and place).

The advent of numerous firms in the toilet soap industry created a problem of choice for the consumers. As a result of this, firms are now confronted with designing a promotional message that will influence their target market. As a matter of fact, most companies marketing department then started investing on advertising as an ideal means of reaching their target market. And that is why the researcher is bent on examining its effect on consumer, of imperial leather soap at Aba metropolis as it is at the forefront of other marketing promotional strategies that inform, persuade and remind the market of a product, service of idea.

PROJECT TOPIC- EFFECT OF ADVERTISING ON CONSUMERS IN ABA METROPOLIS (STUDY OF IMPERIAL LEATHER SOAP)

1.2   STATEMENT OF PROBLEM

The research is focused on the effect of advertising on consumer of imperial leather soap at Aba. The emphasis will be on how consumers pay attention to advertisement as a means of getting information about the products they buy. This is necessary in education and persuading the consumers.

Among the other problem are:

  1. Consumers of imperial leather soap are affected by the advertisement programmes that come their way. This can be traced to whether it has affected them in any way in terms of buying decision making choice of products, educate them on the need and benefits of any product.
  2. Despite the underway assumptions by some people that advertising is wasteful and expensive, this means of communication because of its persuasive ability while putting across messages to its targets hold tremendous influence on people.
  3. Among the Aba populars, advertising has penetrated the nooks and crannies of the society with effect, which it is having on consumers.

Simply stated, the research problem is geared toward finding out whether advert message being bombarded on consumers do have any effect on them.

1.3   OBJECTIVES OF THE STUDY

The following will serve as the objective of the study. The main objective is to find out whether advertising has succeeded in educating and informing consumers about a product, especially imperial leather soap. Other auxiliary objectives are:

  1. To find out whether advertising has influenced the buying decision of the consumers of imperial leather soap.
  2. To find out if frequently advertising of imperial leather is

bringing about repeat purchase.

iii.      To determine the relationship between the effectiveness of the advertising conducted on imperial leather soap and its expenditure.

  1. To determine whether advertising of imperial leather soap bring about increase in the sales volume.

1.4   RESEARCH QUESTIONS

          The following research questions will be analysed

  1. Does frequent advert of imperial leather bring about repeat purchase?
  2. What is the relationship between the effectiveness of the advertising conducted on imperial leather soap and its expenditure.

1.5   SIGNIFICANCE OF THE STUDY

Most of the factors that combine to make the study necessary and relevant to the present economic realities of Nigeria will be treated in this study generally. Advertising is one of the four parts that makes up a company’s total promotional effects for a given product. The others are personal sell or, publicity and sales promotion. On its own part, promotion team up with product development, product pricing and physical distribution to constitute four parts of that make up a company’s total marketing strategy.

The stake holders that this study will be of immense benefits are the manufacturing firms especially the toilet soap firms, the consumers and advertising agents. To the manufacturers of toilet soap, the work will serve as a guide as to attach importance in creating awareness about their products and also educating the consumers on the usefulness of the products. To the advertising agents, the study will serve as a guide in finding the best to advertise a product, in other to appeal informs convince and educate the audience.  

1.6   RESEARCH HYPOTHESIS

The following hypotheses will be tested.

H0:    Consumers of imperial leather soap cannot are informed and educated through the advert of the product.

H1:    Consumers of imperial leather soap as informed and educated through advert of the product.

0:    Advertisement of imperial leather has not influenced the buying decision of the users.

H2:    Advertisement of imperial leather soap has influenced the buying decision of the users.

H0:    The use of advertising does not increase the sales volume of imperial leather soap.

H3     The use of advertising does increase the sales volume of imperial leather soap.

1.7   SCOPE OF THE STUDY

This study embodies consumer and sellers of imperial leather soap at Aba metropolis. Some of the sellers of imperial leather soap will be reached.

1.8   LIMITATION OF THE STUDY

This study is not devoid of its own set-backs. Time is one of the biggest constrains. Again, finance and distance were constraints as the unavailability or down right un-coperative attitude of some of the consumers and sellers of imperial leather at Aba encumbered data collection.

PROJECT TOPIC- EFFECT OF ADVERTISING ON CONSUMERS IN ABA METROPOLIS (STUDY OF IMPERIAL LEATHER SOAP)

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