The
role of advertising on the marketing of suitcase in enugu metropolis
(a
case study of Jumatex suitcase enugu)
ABSTRACT
This research topic was on the role of advertising in the
sales of a new product in Enugu
metropolis using maters of Jumatex suitcase
Some objectives at this studies are:-
1. To determine the extent
customer pushes action of Jumatex suitcase being included by advertising.
2. To determine the role of
advertising in increasing the profitability of the company.
3. To determine the import of
advertising in increasing the sales volume Jumatex suitcase used.
Based on this,
a total of 411 questionnaire were prepared, which were administered to a
population comprising relevant staff and management of the Jumatex suitcase in
Enugu, and customers of the said company, Boulets formular was used for
determining the sample size of the customers, which is a 400, while a census of
(11) eleven of the staff/management was used.
Fine research
question were formulated and validated with relevant answers in the questionnaire.
However, after
a critical analysis of the data colleted through questionnaire, the following
findings were made.
1. The advert increasing the sales volume of the company.
2. That advertising induced the customers to buy.
3. That advertising enhances the marketing of Jumatex suitcase.
Based on this finding, the following
suggestion/recommendations were made.
1. That they should make
serious effort by using other media of advertising, like television, Newspaper,
and suppose more programme in T.V. and Radio.
2. That advertisement should
be made more effective to induce more people to buy by increasing its
frequency.
3. That comprehensive
marketing research study been carried out on the market for suitcase and
competitive strength of the competators.
TABLE OF CONTENTS
title Page ii
Approval Page iii
Dedication iv
Acknowledgement v
Abstract vi
Table of Content viii
CHAPTER ONE
1.1
Background of the Study 1
1.2
Statement of the Problems 4
1.3
Objectives of the Study 5
1.4
Research Question 6
1.5
Significance of the Study 7
1.6
Scope of the Study 8
1.7
Definition of Terms 9
CHAPTER TWO
2.0
Literature Review 10
2.1 Overview Advertising 10
2.2 Types of Advertising 13
2.3 Objectives of Advertising 17
2.4 Advertising and
Media Selection 24
2.5 Role of Advertising on
Business 26
2.6 Evaluation of Advertising
Effectiveness 29
2.7 Impact Advertising on
Jumatex Suitcase 33
CHAPTER THREE
Research methodology 35
3.1 Source of Data Collection 35
3.2 Population of the Study 36
3.3 Determination of Sample
Size 36
3.4 Sample Technique 37
3.5 Instrument for Data
Collection 38
3.6 Method of Questionnaire
Administration and Distribution 38
3.7 Method of data Treatment
and Analysis 39
3.8 Limitation of the Study 40
CHAPTER FOUR
4.0 Data Presentation Analysis and
Interpretation 42
4.1 Data Presentation and Analysis 42
4.2 Discussion and Interpretation of
Results 50
CHAPTER FIVE
5.0 Summary of Finding, Recommendation
and Condition 52
5.1 Summary of Findings 52
5.2 Recommendation 53
5.3 Conclusion 54
Bibliography 56
Questionnaire 58
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
At the heart of a management at all level of responsibility a fundamental
of being able to communicates advertising I a form of external communication.
Aft the cone of advertising lies the information/knowledge of how consumer
respond to different strategies and how these strategies might affect the image
of the organization and their product.
Advertising is a paid form of non-personal communication that is
transmitted to consumers through mass media such as television, radio,
newspapers, magazines, direct mail, mass transit vehicles and door displays
(pride and feverall 1985:1987)
Advertising to some extent is the most visible element of promotional mix
which at the same time attracts much of controversial system to it’s impact on
consumer buying decision.
There is little scope for condemnation of persuasion advertising (Duncan
1974:4). It was also in support oft his fact that the president and chief
executive officer of Avon product stated that advertising and position of
product are almost everything (Chuks B. WILRON 1987:8).
Likewise in every normal, curve, there are people that do not see
anything good about advertising except that it deceives and cheat consumers. It
lies with this view that baste wrote that the major part of informative advertising
is and always has been a campaign of exaggeration, half truths intended
ambiguities directed lied and general deceptions.
Notwithstanding these controversies, huge amount of money are spent
annually by both developing and developed countries of the world on
advertising.
For instance, America, Spanish over twenty million dollars annually on
advertising which amounts to about 96 of
it’s G.N.P Nigeria on the other hand as a developing country spends about 0.016
of its G.NP on advertising (Schewe D 19812:3).
It was because of the numerous benefit of advertising not just to a
product but also for the economy of a country to enhance a country’s good
public relations that countries invest good advertising techniques to portray
good image of a country as well as its product. Those country’s balance trade
through increased demand.
For a company to excel above others in the competitive marketing
environment such as company market value the impact of advertising.
Manufactures and producers of good and services are now aware that
advertising does not only information and persuade but can strive towards
profit market making increase sales.
Jumatex Nigeria Limited markets of jurnater suitcase is an ideal incurred
for so many years back, came into reality in 1993.
The company deals mainly on suitcase. The company has it head office in Lagos and the branch
office in Enugu
is located at Akpugo the owners of the companies are Afolabi Tony Kinsley and
Emeka Okorie while the manager is Mr. Law Bekker Nwamani.
It has a staff straight 21 (twenty one). The company impact on
promotional activities of which advertising is one of them.
With the sate of economy and competition in the industry it becomes
imperative the Jumatex Nig. Ltd. To use advertising to better in marketing performances.
In view of these the researchers take critical look of the role of advertising
in the marketing of suitcase Enugu.
1.2 STATEMENT OF
PROBLEMS
There are different types and brands of suitcase in the market that
appeals to the same market hence competition. The marketing managers of
suitcase firms are therefore faced with the problem of how to ensure adequate
demand for their product in a particular market system.
They are also faced with the terms of advertising, designing and
implementing the best marketing strategies towards their competitors and also
how best to position their product in minds of the target audience. Besides the
marketing manager is faced with the liberate problems of how to determine best
media to advertise their product to achieve their communication objective, how
to measure advertising effectiveness, how to determine advertising budget.
To what extent does advertising company is Jumatex helped to create
awareness of them product, stimulate and arose consumer behaviour towards the
companies and its product.
Answer to this and other related problems constitute the central task of
this research work.
1.3
OBJECTIVE OF THE STUDY
The purpose of this study is to investigate extent to which product
advertising influence the purchase Jumatex suitcase.
The other objectives are:-
1. To examine the extent to
which advertising help informing, persuading and influencing consumer buying
decision of Jumatex suitcase in Enugu
metropolis.
2. To determine the influence
if any sex, age, education, nationality and occupation on the use and purchase
of Jumatex suitcase.
3. To determine role of
advertising in increasing profitability of the company.
4. To determine the extent of
purchase action of consumers of Jumatex Suitcase is being influenced by
advertising.
5. To determine the extent
advertising has helped to increase the product awareness.
6. To determine whether
advertising leads to customer’s interest on the product.
7. To see if advertising leads
to customer’s interest on the product.
8. To see if advertising leads
to customer’s interest in their products.
1.4 RESEARCH
QUESTION
i. Does Jumatex advertising
in Enugu
metropolis leads to increase customer patronage?
ii. Does Jumatex advertising
in Enugu
metropolis lead to increased profitability of the company?
iii.
Are consumers in Enugu
metropolis aware of Jumatex suitcase through advertising?
iv.
Does advertising adopted by Jumatex generally enhance the
marketing of Jumatex suitcase in Enugu
metropolis?
1.5
SIGNIFICANCE OF THE STUDY
This research work concentrate on indebt study of the advertising
techniques and strategies adopted in the sale of Jumatex Suitcase.
The relevance of this research lies on the fact that it’s fruitful
outcome will be very instrumental in solving the economic problem steering from
non or under advertising by suitcases manufacturers.
It is therefore of the research conviction that the outcome of this
investigation will also help producer of Jumatex Suitcase by focusing their
attention on the impact of advertising on consumer buying decision. Also to
enable the company know the techniques involves in advertising and the need to
budget a reasonable amount of money for effective advertising.
The reader will find the study very valuable not only as a source of the
literature review but also a base for further researchers.
The consumer will be better informed on the features of the product and
equally be more useful.
The researcher will gain a lot of experience from the work, this
experience will help them to write their HND project.
1.6 SCOPE OF THE
STUDY
This research was undertaken to examine the impact of advertising in it
marketing of Jumatex Suitcase in Nigeria.
However, in view of the limited resource and specific emphasis was placed
on Enugu
metropolis.
Nevertheless, the research that hoped that the outcome of the study will
be applied to other part of the country after. Some justifiable necessary
adjustments have made.
1.7 DEFINITION OF
TERMS
i. Promotion: Is the
marketing communication activity the attempt to inform, remind individuals and
persuade them to accept resell, recommend or use a product service idea or
institution.
ii. Marketing: It is human
activity directed at satisfying needs and wants through exchange process.
iii.
Advertising: Is any form of non-personal communication or
identified sponsor.
iv.
Advertising Medium (Plural Media): Is on the channel through which the
advertising message is delivered to the target audience like radio, television,
newspaper, magazine etc.
v.
Brand: A name term symbol or design or a combination of them which
is intended to identify the goods or services of one seller of group of sellers
and to differentiate them from these of competitions.
vi.
Respondent: Person answering or supplying answers to research
questions.