ABSTRACT
This project is focused on the attention of the “Impact of Advertising in the Marketing Consumer Product”. This is concerned with the purpose of optimization of profit. Products of high quality may be produced and may be experiencing drop in sales due to the fact that the products is not advertised and as such consumers may not know about the existence of such product and so they do not by it. Review of some related past literature was carried out so as to as to ascertain the importance of advertising, types of advertising, definition of advertising, role of advertising and budgeting of advertising etc. The area of study and population was divided into four senatorial zones, the primary research objectives of this project is to know the impact of advertising 30 questionnaires and oral interview administered to the respondents. The data collected from the questionnaires and oral interview were analyzed using simple tables, frequencies and percentage. The analysis of the hypotheses revealed that advertising has no impact in the marketing of the company’s products. From the findings, it was recommended to the NBL’s management to make sure that the advertising agency so as not to be insulting the intelligence of the consumer and such to improve their standard of living.
TABLE OF CONTENTS
TITLE i
APPROVAL ii
DEDICATION iii
ACKNOWLEDGEMENTS iv
TABLE OF CONTENTS v
ABSTRACT viii
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
1.2 STATEMENT OF THE PROBLEM
1.3 PURPOSE OF THE STUDY
1.4 SIGNIFICANCE OF THE STUDY
1.5 RESEARCH QUESTIONS
1.6 SCOPE OF THE STUDY
CHAPTER TWO
LITERATURE REVIEW 9
2.1 INTRODUCTION 9
2.2 REVIEW OF RELATED LITERATURE 10
2 .3 SUMMARY 28
CHAPTER THREE
INTRODUCTION 30
3.1 DESIGN OF THE STUDY 30
3.2 AREA OF THE STUDY 30
3.3 POPULATION OF THE STUDY 31
3.4 SAMPLE OF THE STUDY 32
3.5 INSTRUMENT FOR DATA COLLECTION 32
3.6 VALIDATION OF THE INSTRUMENT 33
3.7 DISTRIBUTION AND RETRIEVAL OF INSTRUMENT 33
3.8 METHOD OF DATA ANALYSIS 34
CHAPTER FOUR
4.1 DATA PRESENTATION AND ANALYSIS 35
4.2 FINDING OF DATA ANALYSIS 41
CHAPTER FIVE
5.1 SUMMARY OF FINDINGS 43
5.2 CONCLUSION 44
5.3 RECOMMENDATIONS 45
5.4 LIMITATION OF THE STUDY 46
5.5 SUGGESTIONS FOR FURTHER RESEARCH 46
REFERENCES 47
APPENDIX 48
QUESTIONNAIRES 49
