THE INFLUENCE OF TV ADVERTISING IN STIMULATING CONSUMERS PREFERENCES OF COCA-COLA SOFT DRINK (A CASE STUDY OF ENUGU URBAN)

ABSTRACT

This research study is based on the influence of TV advertising in stimulating consumers preference of Coca-Cola soft drink among the residents of Enugu urban. The researcher adopted the survey research method in carrying out this study. Questionnaire was structured and administered to the sample of the study, which was drawn from the population using the Taro Yamane formula. A total of three hundred and twelve (312) questionnaires was administered and used for the analysis. In all, three hypotheses were tested using the Chi-square formula, for statistical support. From the analysis, it is discovered that the TV advertising message play a vital role in stimulating consumer preferences of Coca-Cola soft drink among the residents of Enugu urban. Part of the recommendations of this study is that government should properly equip the media with good facilities to enable them to advertise any product being paid for by the individual or a company. On the part of media practitioners, they should adhere strictly to laid down professional and ethical standards to avoid adulterated or prejudiced reports on advertising.

CHAPTER ONE

1.0   INTRODUCTION                                                       1

• Background of the Study 1
• Statement of the Research Problem 2
• Objectives of the Study 3
• Significance of the Study 4
• Research Questions 5
• Research Hypothesis 5
• Theoretical Framework 6
• Definition of Terms 8
• Assumption 10
• Scope and Limitation of the Study 10

CHAPTER TWO

2.0   LITERATURE REVIEW                                             13

2.1   Sources of Literature                                                        13

2.2   Review of Relevant Literature                                   13

2.3   Summary of Literature                                             19

 

CHAPTER THREE

3.0   RESEARCH MYTHOLOGY                                                22

3.1   Research Method                                                     22

3.2   Research Design                                                      22

3.3   Research Population                                                        23

3.4   Research Sample                                                     24

3.5   Instrument for Data Collection                                25

3.6   Method of Data Analysis                                          25

3.7   Expected Results                                                     26

CHAPTER FOUR

4.0   PRESENTATION AND INTERPRETATION OF DATA  29

4.1   Data Presentation and Analysis                                       29

4.2   Test of Hypotheses                                                   34

4.3   Discussion of Results                                              38

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS   42

5.1   Summary                                                                 42

5.2   Conclusion                                                              43

5.3   Recommendations                                                   44

Bibliography                                                            47

Appendix                                                                 49

 

LIST OF TABLES

Table I:     Sex distribution of respondents                               29

Table II:    Age distribution of respondents                               30

Table III:   Marital status of respondents                          30

Table IV:  Do TV advertising messages make you to

buy the drink                                                   4

Table V:   To what extent would you say that

commercial on advertising media provide

you with information about this drink?           32

Table VI:  When there is increase in TV advertising

do you increase your consumption rate of

Coca-Cola                                                                33

Table VII: Do you buy or drink Coca-Cola soft drink               33

Table VIII: Does Coca-Cola commercial on the

media makes you prefer Coca-Cola drink

to another soft drinks?                                    34

Table IX:  Testing of Hypothesis I                                     35

Table X:   Testing of Hypothesis II                                    36

Table XI:  Testing of Hypothesis III                                   37

CHAPTER ONE

 

INTRODUCTION

1.1   BACKGROUND OF THE STUDY

The influence of TV advertising in stimulating consumer preference and product promotion dated as far back as the existence of man. Although its identification as a business factor originated form the Roman empire days. Through the ages, from the Roman empire to the tuareg caliphate, what today called advertising had been used in different cultures as a boom to man’s major occupation and commerce. As a newer life style evolved so did man’s quest for self sustenance and independence. Wit this trend grew trade first by barter and later by media exchange, like the talent through time to the cowries, the manila and today’s currency. Commerce begot competition, and competition begot advertising. Advertising is a group of activities aimed at and including dissemination of information in any paid non-personal form concerning an idea, product or service, to compel action in accordance with the intend of an identifiable sponsor.

The essence of embarking on TV advertising in stimulating consumer preference and product promotion by an organization is not far from compelling buying action of a product (Coca-Cola) service or the acceptance of idea, to change buying attitude of the consumer to a product sustaining these position disposition and attaining constant acquisition of the patronage, evaluating and reviewing the above antecedent so as to remain abreast with performance. Because of its salient role in marketing, advertising and product promotion is viewed as a key marketing support and an inevitable arm of any enterprise that aims at being successful.

1.2   STATEMENT OF THE RESEARCH PROBLEM

In today’s business world, advertising in stimulating consumer preference has continued to dominate pages of newspaper, magazine and bill boards all in the name of product promotion. Even the cloths we wear, on daily basis, and drinks we choose to consume. The research problem includes:

1. Does TV advertising on Coca-Cola drink have influence on buying habit of their audience?
2. Why do people buy Coca-Cola soft drink in preference of others?
3. To what extent is the television advert on soft drink effectives?
4. Do the prices of a Coca-Cola brand affect its patronage?
5. Does increase on TV advert increase consumption rate?

 

1.3   OBJECTIVES OF THE STUDY

To find out the influence of TV advertising in stimulating consumer preferences and acceptability of a product.

To ascertain whether TV advertising is responsible for brand loyal of the consumers.

To unravel whether TV advertising is responsible for consumers choice of product services.

To discover if TV advertising has neutral effect in a stimulating consumer preference.

To find out their impression on advertising product eg. (Coca-Cola).

1.4   SIGNIFICANCE OF THE STUDY

The influence of TV advertising in stimulating consumers preferences is timely especially now that every organization is seeking a means to maximize the patronage of their product and enhance their rates of turnover using any means available. Study of this nature will be immense benefit to such organization.

Also, this project will be very important to advertising agencies, academician, Coca-Cola consumers and general publics as it will enable them to appreciate the reason behind their references on one product to another.

It will be of great benefits to government, mass media, as it will enable them to know the techniques and right words to use that could change the consumers behaviour in favour of their product on the contents of advertisement. Also it will help in changing the impression of consumer on what TV advertising is all about.

1.5   RESEARCH QUESTIONS

1. Does TV advertising have any significant change in consumers buying behaviour?
2. Does it have any effect or impact on manufacturers turnover?
3. Does price of soft drink have any influence in stimulating consumers choice of soft drink?
4. Does Coca-Cola TV advertisements contribute for its preference to other soft drinks by the consumers?
5. What is the reason behind their behaviour towards the product?

 

1.6   RESEARCH HYPOTHESES

Hi₁:  TV advertising especially the Coca-Cola drinks has a positive influence on buying habits of their target audience.

Ho:   TV advertising especially the Coca-Cola drinks does not have positive effects on the buying habit of their target audience.

Hi₂:  Advertising campaign of Coca-Cola product increases sales turnover for the manufacturer.

Ho:   TV advertising campaign of Coca-Cola product does not increase sales turnover for the manufacturer.

Hi₃:  Consumers choice of soft drinks is related to price of soft drinks.

Ho:   Consumers choice of soft drinks is not related to the price of soft drink.

Hi₄:  Coca-Cola advertisement contributes for its preference to other soft drink by the consumer.

Ho:   Coca-Cola advertisement does not contribute for its preference to other soft drink by the consumer.

 

1.7   THEORETICAL FRAMEWORK

This research work is anchored on the theory of media effect known as magic bullet or hypodermic needle theory. A given message for instance (adverts) reaches every eye or ear in the same way that provide essential uniform responses. The development of this theory is the obvious fallout of impact of emotional advertising messages media are seen as to be ultimately effective, and has the impact by the powerful stimuli from the media are seeing as to be ultimatematly effective and has the impact of a bullet on human being when struck by the powerful stimuli from the media. The major view being canvassed here is that the media is powerful mind controlling agent and that all mass media audience receive and react without fail to the powerful stimuli they are exposed to consumer have no ability to screen out or criticized advertisement rather they behave according to and advert directives. The magic bullet theory has assumed that a given message reached every eye or ear in the same way or provoked essentially information responses. The power of the media was compared to that of a needle or bullet such that once you are touched you are bound to react or respond to it. Media stimuli were assumed to operate like magic bullets that penetrated people’s minds and instantly created associations between strong emotions and specific concepts. Magic bullet theory assumed that the rational is mind a mere façade, incapable of resisting powerful messages. The hypodermic needle theory implied that mass media had direct, immediate and powerful effect on its audiences. The theory suggests that the mass media could influence a very large group of people directly and uniformly by shooting or injecting them with appropriate messages designed to trigger.

 

1.8   DEFINITION OF TERMS (Conceptual and Operational)

The term will be defined operationally and conceptually. This is to enhance the understanding of terms.

1. Influence:

Conceptual: It means dramatic or forceful effect.

Operational: Influence is the degree of advertising effect on Coca-Cola consumer.

2. Preferences:

Conceptual: This is the attitude exact of liking a product better than another.

Operational: Preference is the ability to choose or select Coca-Cola than other soft drinks.

3. Advertising Campaign:

Conceptual: Advertising campaign is showing the product to people and telling them to buy.

Operational: Advertising campaign are messages directed to the audience that course their psychological consumption of Coca-Cola.

4. Sales Turnover:

Conceptual: This is a rapid purchase of a product.

Operational: This is the total number of Coca-Cola soft drink sold by the company in a year.

5. Buying Habit:

Conceptual: Buying habit is readiness or way by which people buy a product.

Operational: This is the readiness or ways by which people buy a Coca-Coal soft drink.

6. Price:

Conceptual: This can be defined as a means of assessment of the money which has to be paid to purchase something.

Operational: This can be seen as value of Coca-Cola soft drink.

7. Consumer Choice:

Conceptual: This can be defined as the ability of consumer to decide between alternatives.

Operational: This is the ability of the consumers of Coca-Cola to choose Coca-Cola from other soft drinks available to them.

 

1.9   ASSUMPTIONS

This project is based on the following assumptions which were important in the formulation of the hypothesis. It is assumed that the consumers consider the advertising messages of Coca-Cola while buying drink. Also consumers preferences of Coca-Cola is related to the price of the product.

Another assumption is that consumers preferences of Coca-Cola, is related to the price of the product. Advertising can not affect a consumers behaviour and increase in consumption of rate of Coca-Cola is not related to consumption of rate of Coca-Cola is not related to advertising.

 

1.10 SCOPE OF THE LIMITATION OF THE STUDY

The problem being investigated in this research project is such that concern every consumer of Coca-Cola as a result take a national nature.

However, as a result of existing constraints, this study shall be limited to various areas in Enugu urban such as Abakpa, Obiagu, Emene, New Heaven, Uwani, G.R.A in Enugu urban. 300 respondents were randomly selected from each of the area and were used as adequate representations of the whole population. This is as a result of time and financial constraints of the researcher to carryout a through and indepth study of the topic under study, as a result was limited to 300 respondents. It is however hoped that this could be generalized to all Coca-Cola consumers in Enugu urban.

REFERENCES

Carison, W. (1985). Using a Funnel Approach to Aid Creativity Advertising in Nigeria, Journal of AAPN Vol. 4. No.2

Haskings, J.B. (1979). An Introduction to Advertising Research, University of Tennessee.

Okigbo, Charles Ed. (1990). Economic Effect of Advertising. Enugu: NAAP Press.

Stapleton, John (1979). Advertising Media Sales, Advertising and Public Relations, Enugu: Snaap Press.

Download our android mobile app for more materials

ORDER NOW

COMPLETE MATERIAL  COST  N2,500 Or $10.  FRESH  PROJECT MATERIAL  COST 50,000 NAIRA FOR UNDERGRADUATE, OTHERS 100,000 -200,000 NAIRA.

THE NATURE AND CONSEQUENCES OF JUVENILE DELINQUENCY IN NIGERIA: A STUDY OF ENUGU NORTH LGA, ENUGU STATE

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANK SECURITY FOR GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 24 HOURS

CALL OUR  CUSTOMERS CARE  OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

WE HAVE SECURITY IN OUR BUSINESS.   

MONEY BACK GUARANTEE