ABSTRACT
The major aim of this thesis was to demonstrate the effect of advertising on consumers acceptability of new product taking Hero larger beer as a case. Advertising is aimed at promoting or pushing a product. The product advertising could be referred to as either direct action or indirect action advertising. It is direct action when the advertisement makes a strong bid for buyer immediate action. The researcher makes use of both primary and secondary data, structured questionnaires were the methods used for the collection of primary data, and secondary data were also collected from the textbook and various research materials. But using percentage formular, a sample of 300 was used. Tables and chi-square was used as a statistical tool for analyzing the data. The study recommended that Hero larger beer need to continue to improve on its advertising campaign in order to arouse customer satisfaction and interest. The company should also use other promotional tool alongside advertising like personal selling, sales promotion, publicity etc to stimulate the buying action of the prospects.
TABLE OF CONTENTS
CHAPTER ONE
1.1 Background to the study
1.2 Statement of problem
1.3 Purpose of the study
1.4 Significance of the study
1.5 Research question
1.6 Formulation of Hypothesis
1.7 Scope of the study
1.8 Definition of terms
CHAPTER TWO
Literature Review
2.1 Introduction
2.2 Review of related literature; the history and
growth of advertising in Nigeria
2.3 Forms of advertising New product development
2.4 Summary of related literature.
CHAPTER THREE
3.0 Introduction
3.1 Design of the study
3.2 Area of the study
3.3 Population of the study
3.4 Sample of the study
3.5 Instrument for data collection
3.6 Validation of instrument
3.7 Distribution and retrieval of instruments
3.8 Method of data analysis
CHAPTER FOUR
4.1 Data Presentation and Analysis
4.2 Presentation of data collected from customers
and management
4.3 Testing and interpretation of Hypothesis
4.4 Discussion of findings
CHAPTER FIVE
5.1 Summary of findings
5.2 Conclusion
5.3 Recommendation
5.4 Limitation of the study
5.5 Suggestion for further research
References
Appendix A
Questionnaire
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Advertising has not only become an integral part of our society and economic system, but has also grown over the years to assume tremendous proportions both as a business activity and as a social phenomenon.
It has affected not only the business sector, but also the whole society. 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 of identified sponsorship. All about advertising is a sponsor sending a message called advertisement through one or more mass media (radio, television, newspaper, and magazines) to reach large member of potential users or buyers of a product. by it self, advertizing is a vital marketing tool that helps to sell goods, services, images and ideas through information and persuasion, many consider advertising a superior promotion tool to personal selling, sales promotion or publicity.
Advertising as a tool of marketing was defined by the American marketing association as any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor”.
According to Offiongodon A.M (1991). Said advertising is a way of projecting values, ideas, expectation and so on to consumers. It is most effective as a reinforce of favourable attitudes, values and disposition already held by consumers. Advertising has a high pubic mode of communication; its public nature confers a kind of legitimacy to the product and also suggests a standardized offering.
Besides, it is a persuasive medium that permits seller to repeat a message of various competitors. It provides opportunities for dramatizing the company and its products.
Advertising in small organization is handled by a specialist in the sales department who from time to time consult the advertising agencies.
Advertising has helped in the Hero larger beer to gain market share of their product and to be more effective than similar competitors product.
1.2 STATEMENT OF THE PROBLEM
The problem to be solved by this research work is broken down into the following statement.
1. Lack of awareness on the part of customer about the existence of the product.
2. Low sales volumes on the company’s market share.
3. Negative effect of the company towards the profit maximization.
4. Inadequate or poor maintenance of company’s image.
5. Inadequate dissemination of information to the prospective customer.
6. Lack of regular purchase by the customers.
1.3 PURPOSE OF THE STUDY
1. To determine the level of awareness of new product in the market as a result of the firms advertising of the new product.
2. To ascertain the level of advertisement in increasing the sale’s volume of the company’s product.
3. To show if advertising have a positive effect on the profit of Hero larger beer.
4. To determine if advertising help in establishing and maintaining the company’s image.
5. To determine whether advertising is an efficient source of information to prospective consumer of Hero larger beer in Enugu metropolis.
6. To show how advertising encourage regular purchase of the Hero larger beer.
1.4 SIFNIFICANCE OF THE STUDY
The following are the significance of advertising on a new product;
1. It will help the management of Hero larger beer to discover failure in their advertising techniques and steps on how to make improvement on them.
2. The study will help the management to know how best or the best way through which improvement in advertising could be achieved.
3. The study will unveil the failure and problem that industries do encounter from its competitors.
4. The study will reveal measures which the industry will embark on, so as to ascertain the competitors industry and also to know how it satisfies consumers.
5. It will create awareness on the part of choice of the product in line with the consumers needs.
1.5 RESEARCH OF QUESTIONS
i. Does advertising have significance impact on customer awareness of new product?
ii. To what extent has advertising increase the sales volume of the company’s product?
iii. Does advertising has a positive effect on the profit of Hero larger beer?
iv. Does advertising help in establishing and maintaining company’s image?
v. Is advertising an efficient source of information to prospective consumer of Hero larger beer in Enugu metropolis?
vi. Does advertising encourage regular purchase on the Hero larger beer?
1.6 FORMULATION OF HYPOTHESIS
The basis of hypothesis is as follows:
1. Ho: The level of awareness of new product is not as a result of advertising.
Hi: The level of awareness of new product is as a result of advertising.
2. Ho: Advertising does not have impact on the marketing of goods and services in Hero larger beer.
Hi: Advertising have impact on the marketing of goods and services in Hero larger beer.
1.7 SCOPE OF THE STUDY
The focus of this research work is to examine the impact of advertising in marketing of new product a case study of Hero larger beer.
The work therefore did not consider other variables under promotion mix. However, in view of limited resources time and other constraints, emphasis was placed on advertising by Enugu metropolis within the state.
1.8 DEFINITION OF TERMS
Some of the terms used by the researcher in the case of this research work are defined as follows:
1. ADVERTISING: This is defined by the American marketing Association (AMA) as any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
2. ADVERTISMENT: This is the message itself.
3. MESSAGE: This is defined as the set of meaning being sent and/or received by the audience.
4. PRODUCT: According to Kotler Philip, a product can be defined “as any thing offered to a market for attention, acquisition or consumption”. It includes physical object, services, personalities, place, idea etc.
5. TARGET MARKET: This is the segment a firm choose to pursue.
6. COMPETITION: This is a situation in which people or organization compete with each other for something that is not everyone can have.
7. MARKETING: This is a social process by which individual and groups obtain what they need and want through creating, offering and freely exchanging product and service by value with others.
8. CUSTOMER: This is a person that used a product being either or given to someone for use.
9. MANAGEMENT: This is the preparing, directing, planning, organizing people and material in order to attain business objectives.