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THE INFLUENCE OF TELEVISION ADVERTISING ON CONSUMERS CHOICE OF BEVERAGE

   THE INFLUENCE OF TELEVISION ADVERTISING ON CONSUMERS CHOICE OF BEVERAGE (A CASE STUDY OF NESTLE PLC LAGOS)

 

 

TABLE OF CONTENT

Title –       –       –       –       –       –       –       –       –       –       –       -i

Approval –       –       –       –       –       –       –       –       –       –       -ii

Dedication –    –       –       –       –       –       –       –       –       –       -iii

Acknowledgement –        –       –       –       –       –       –       –       –       -iv

Table of content –    –       –       –       –       –       –       –       –       -vii

Abstract –        –       –       –       –       –       –       –       –               -x

CHAPTER ONE

INTRODUCTION

1.1 Background of the study- –       —     –       –       –       –       -1

1.2 Statement of the problems       –       –       –       –       –       -5

1.3 Purpose of the study-       –       –       –       –       –       –       -6

1.4 research question-   –       –       –       –       –       –       –       -7

1.5 Significance of the study- –       –       –       –       –       –       -7

1.6 Scope of the study-   –       –       –       –       –       –       –       -8

1.7 Definition of terms – –       –       –       –       –       –       –       -9

CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction –   –       –       –       –       –       –       –       –       -12

2.2 Television medium perse  –       –       –       –       –       –       -13

2.3 Advertising and its types- –      –       –       –       –       –       -15

2.4 Concept of Advertising      –       –       –       –       —     –       -20

2.5 Summary of Literature review-        –       –       –               -29

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Introduction      – –    –       –       –       –       –       –       –       -31

3.2 Research Design       –       –       –       –       –       –       –       -31

3.3 Population of the Study-  –       –       –       –       –       –       -32

3.4 Sample Size      –       –       –       –       –       –       –       –       -32

3.5 Sample Technique    –       –       – –    –       –       –       –       -33

3.6 Instrument for Data collection –       –       –       –       –       -33

3.7 Validity of the Instrument        –       –       —     –       –       -35

3.8 Method of data analysis   –       –       –       –       –       –       -35

3.9 Distribution/ Retrieval of Instrument     –       –       –       -35

 

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 Introduction      –       –       –       –       –       –       –       –       -36

4.2 Findings    –       —             –       –       –       –       –       –       -37

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of findings-       –       –       –       –       –       –       -49

5.2 Conclusion-       –       –       –       –       –       –       –       –       -50

5.3 Recommendations-   –       –       –       –       –       –       –       -50

5.4 Suggestions for further research-    –       –       –       –       -51

References –    –       –       –       –       –       –       –       –       –       -52

Appendix A –   –       –       –       –       –       –       –       –       –       -54

Appendix B-    –       –       –       –       –       –       –       –       –       -55

ABSTRACT

This study was carried out by the researcher on the “influence of television advertising on consumer choice of beverage” a case study of Nestle Nigeria plc Lagos state. Some research question were administered as a guide for researcher question like , does television advertising influence brand or consumer s choice of beverages ? This research intend to identify that television advertising enhances the response of potential buyers of NESTLE product. This it does by providing information, channelization of their product distribution. The research instrument of data collected utilized in this study, were primary survey and secondary survey. The population used by the researcher consists of all the residents’ o Okija Ihiala local government which has the population of 400 people in total. A total of 40 questionnaire was administered by the researcher to the respondent of the selected are, 32 were returned .in conclusion the researcher concludes that television advertising influence consumers choice of beverage which is Nestle,. it is pertinent to state that there are other factors  like and quality that also influence consumers choice of beverages (Nestle). In the view of finding this study suggestion were made by the researcher on ways to influence on television advertising. Manufactures of Nestle among others household beverages should give priority attention to the quality and taste of their brands of beverages because it influence the consumers choice and also it is imperative the company to identify and use a particular advertising agents on television media within a specified period.

 

 

CHAPTER ONE

1.1 BACKGROUND OF THE STUDY

The research understudy border on the topic “influence of television advertising on consumer choice of beverage.

Advertising pervades our lives. It is impossible to read newspaper, magazine and journal or watch television, listen to radio or even travel the streets of our cities without being bombarded by commercial message our country derives benefits from information about products and services on the other said of the fenle, companies with product or service to sell, regard advertising as a service to sell. Regard advertising as a valuable and indeed indispensable marketing tool. Approximately 30% of the gross national product is currently devoted to advertisings. So advertising is a large and essential way of doing business.

Research of old see broadcast audience (TV viewer) as passive, hence they propound the passivity theory bullet theory which states the media has a powerful theory and effect it has immediate impact  on them  . However, later research has proved otherwise.

It is true that “some kind of communication on some kind of product brought to the attention of some kind of people under some kind of effect according to Berelson and Nwosu(2005:4) this does not mean that the audience is not product.

Television advertisement have been found to be of immense benefit business organization involves them with advertisement in order to create awareness about their product and service and boost sales,.

By definition advertising as the advertising, practitioners council of Nigeria (APCON) defines it as a form of communication through media about product services, or ideas paid by an identified sponsor Ozoh (2002:1) Fletcher (2001) opines.” It is the disseminating of sales, message through purchase time and space.       The authors of contemporary advertising Bores and Aren (2003) defines it as the non personal communication of information usually paid for and usually persuasive in nature about a product, service or ideas by an identified sponsor through the various media.

Furthermore, advertising is a form of communication through the media about products, services, ideas, personalities or organization, paid for by an identified sponsor. It is also a profession, a body of reminisce involved in the conceptualizations, planning, creating, packaging and placing of advertisement in the media.

Among other vital functions, advertising plays a major information role, making known available product an service to the intending consumer and offering the products and service as attractive possible. Thus enabling the consumer to make a choice.

Wright and Warner (2005:2) opines that “Advertising has the unique function to create differentiation among product brands and service that are otherwise difficult to distinguish.

Advertising of a particular product fails to live up to the expectations of the consumer will be effective and thus will not exert any influence.

How true is the above assertion? To what extent do these television and advertisement influence audience? Hence the relevance of this study’s ? Influence of television advertising on consumers choice of beverage.

BRIEF HISTORY OF NESTLE COMPANY

        Nestle food was started by Hemri Nestle in the mid-eighteenth century in his bid to find alternative to breast milk for babies whose mother could not nurse in order to reduce immortality. Nestle Nigeria plc commenced operations in 1961  and was listed on the Nigerian stock exchange on April 20, 1979 the company also began full scale  operation in Australia.

It was incorporated as a private company in Nigeria as food specialties Nigeria ltd it became a public  company in 1978 they also merged with Henri magi s whose company created powdered soups and bouillon cubes, sources and flavoring using legumes statistic depicts the total number of nestle employees worldwide from 2008 to 2016. In 2011, nestle employed approximately 32000 people around the world. Nestle is a multinational consumer goods company headquarter in vevey.

1.2 STATEMENT OF THE PROBLEM

The primary aim of every business organization is to make profit and this profit is achieved through the patronage of the class of people through business the issues that prompt this research project included.

  1. Consumers do not find pleasure in watching television advert.
  2. The firm do not make the brand name synonymous with quality
  3. The firm has no statistical data of consumers who watch or listen to their advert.

1.3 PURPOSE OF THE STUDY

The following are objectives of the work

  1. To find out if television advertising has any influence on consumer choice of beverages
  2. To find out if they see brand name brand synonymous with quality
  3. To find out the number of people that watch television advertising.

 

1.4 RESEARCH QUESTION

  1. Does television advertising influence brand or consumers choice of beverage?
  2. Does consumer see brand name is synonymous with quality
  3. How does masses view television advertising

1.5 SIGNIFICANCE OF THE STUDY

The essence of television advertising is to influence consumer in decision making on other choice of beverage based on what they what.

This study is relevant for advertising agencies and the media who sees the need to receive and disseminate television advert to the public. Also, the study would help researchers and other scholars in ascertaining the influence or effect of television advertising on brand choice of audience it will help audience in the selection of product?

 

1.6 SCOPE OF THE STUDY

The study set out to x-ray the influence of television advertising on consumer choice of beverage. Areas covered by his research work include Nestle Nigeria plc industrial avenue llupeju Lagos metropolis

1.7 DEFINITION OF TERM

The under listed terms are defined with their usage in the study.

  1. Influence: Is the indirect power over something it could be as a result of something.
  2. Television: Is a piece of electrical equipment with a screen on which you can watch adverts with sound and moving pictures.
  3. Advertisement: It refers to any paid sponsored massage, which is disseminated through the media and aim at informing purchase a product or service.
  4. Consumer: A person who buys and use s finished  goods and service.
  5. Choice: Refer to the selection of something among possible alternatives
  6. Beverages: Refers to any liquid that is drunk for food or pleasure
  7. Advertising budget: Is the amount of money which is spent on advertising of the product to promote it.
  8. Demand stimulation: Refers to advertising messages that promote the merits of an entire.
  9. Advertising agency: Is a service based on advertising business dedicated to creating planning and handling advertising and sometimes other forms in a promotion.
  10. Promotion mix: Is a specific combination o promotional method used for one product.
  11. Production: The act of making or creating something
  12. Customer : One who purchase or receive a product or service from a business
  13. Brand loyalty: A positive feeling to ward. A brand and dedication to purchase the same product or service repeatedly now in the future from the same brand regardless of a competitors action or changes in the environment.
  14. Competitive advertising: Is an effort by at least one company to create a contrast between its product and the same or similar products offering by competitors.
  15. Target product: A particular group of people, identified as the intended recipient of an advertisement or message
  16. Media: Means an institution for publicing and broadcasting information
  17. Information: The systematic imparting of knowledge, education, training
  18. Persuasion: A strongly held conviction on opinion or belief
  19. Brand: A name, symbol, logo or other item used to distinguish a product service or it provider.
  20. Advertising: Communication whose purpose is to influence potential customers about product  and services.

 

 

 

 

 

 

 

CHAPTER TWO

2.1 INTRODUCTION

The importance of this chapter is that is avails various the researchers the opportunity to to examine critically various relevant literature, books, articles and material available for this study to have a better understanding of what literature review entails okeke (2001:31) opines that : literature reviews is the critical study of the previous and related works  or studies done in the researchers area of interest giving a voice o n this Eze (2003:22) asserts that literature review forms the basis for the investigative process because it produces the researcher with he opportunity to look into “ the pool of knowledge available to him. Literature reviews in this chapter is divided into five sections as literature to the study namely.

  1. Television as a medium
  2. Advertising and its types
  3. Concepts of advertising media
  4. Consumers behaviors and brand loyalty

2.2 TELEVISION MEDIUM PTRSE

        Television as a medium of mass communication is an audio visual medium in that it combines sound and visuals(pictures) in conveying information to its heterogonous , and scattered audience. In view of this Uk wawe (2010:88) opines that television is audio and visual an attributes which makes it entertaining and appealing to viewers. Television dominate views medium and its audience are fragmented as many stations are located in different area.

Television medium uses the complementary nature of sound to explain the meaning of photographs that arere seen by the viwers which has a tremendeous informational impact on the mowamallam (2007:2). Define television as :

An electronic device which transmission audio visual signals from the studio though the transpires and into air as a medium , he went further to say  that television uses aesthetic elements in their respective determined nature that blend to produce the synergy which is enjoyed from the television screens at home as television programme. Furthermore, Onabyo (2004:32) state that television is an electronic device that brings to us informational, educational, and entertainment programmes. It is the greatest communication mechanism, ever designed and operated by man.

Television medium is not just a mere transition device rather a medium which brings it scattered audience into direct relationship with particular set and values and it is also an intimate medium that brings the world into our home to butters this frost (2001:22) assert that television is an invention that permits you to be entertained in your living room by people you wouldn’t have in your home

2.3 ADVERTISING AND ITS TYPES

Advertisement is a communication in the media  paid for by an identified sponsor and directed of a target audience with the aim of educating and importing information about a product and services.

According to Okunna(2002:99) advertising is a form of communication through the media about products, services, ideas, personalities or organizational paid for by n identified sponsor.

The failure or success of any product or service depend on advertising strategy and choice of media in view of this only through successful advertising that wins large audience or consumers.

TYPES OF ADVERTISING

Ozoh (2008:10) states that “advertising can be classified by looking at the types of audience to which advertising is directed “ in doing this one will observe that the audience of advertising are varied and diversified while some are out in the market looking for goods and services which they can ultimately consume or use others are uin search those they can further process or make use to make end product.

Furthermore, he listed in summary for any by which we can classify advertising and they are by target audience by geographic area covered by function or purpose, by type of media used. These types of advertising will be explained according to the views of Ozoh (2002:11).

        By target audience: This basically entails classifying advertising according to the types of audience for which   advertisement are intended under this approach we have two types of advertisement, which includes:

Consumers and industries advertising.

Consumers advertising are targeted at the ultimate

Consumers or persons who buy for the ultimate

Consumption of others. The product advertised is usually ready for ultimate consumption and use by individual immediate after purchase and do not require further processing. While industrial advertising comprises those products and goods that are used in the manufacturing of other goods. Consequently, industrial advertising refers to those advertisement which specifically addressed people who buy or influence the buying of industrial goods.

By geographical area covered: it entered the geographic territory which advertisement intends to reach or cover. Under this heading the following types energy. International, national regional and local advertising international advertising is advertising directed at audience across so many countries. Example is those ruined by trans-national, such as coca-cola, UAC, Pepsi-cola etc. The critical fact is that the same advertisement is running different countries of the world. The advertising is advertising that is intended to cover an entire county, most of the advertisement we see every day on network television are examples of national advertising companies.

Regional advertising is advertisement that is directed at a particular region and nowhere else it is usually run by advertisers who are interested in reaching a particular region while local advertising is confined to a particular locality, may be just a town or a state.

By functional or purpose: using this approach, advertisement can be classified according to the purpose or function they designed to perform under this approach we have product and non- product, commercial and non commercial, direct and indirect action advertising n product.

Advertising refers to those advertisements desgned to sell or promote ideas advertisement promoting such ideas and practices as family planning prevention of animal cruelty, abortion etc. Are typical example of nonproduct advertisement.

Commercial advertising and non-commercial advertising, while a commercial advertisement actively advertises a products or service in the expectation of profit non commercial advertisement are usually founded on mortise other than the making of profit. It tends to promote essentially ideas or causes and usually it is sponsored by interest group or charities

Direct action advertisement refers to as advertisement that induce the taking of a specific and immediate course of action by the prospects such as in the case with mail-order advertising when the reader is expected to complete a coupon and mail to the advertiser, while advertisement that simply try to cultivate an image for the product or organization, is usually an indirect advertisement.

By type media: sometimes, it is easy and convenient to classifies advertising by type of media in which advertising are run Ozoh (2003:47) further stated that  “medium of communication which sages to the far get audience, and there are two types of advertising media. Above the line and below the line media, under above the line media. We have newspaper, magazine, television, radio and billboard, while under below the line media we have pamphlets, posters, calendars sticker etc.

These advertising media discriminates persuasive, advertising message to the public which user have some effects on the public.

2.4 CONCEPT OF ADVERTISING

Advertisement is an activity that is done slowly to educate the customer about a product or service and it is usually done when companies want to increase sales of already existing producer or services, or creating awareness of a new product in order to attract consumer. Advertising as the major tool of marketing product is very important, some of which are creating awareness for new goods and services keeping the existing goods and services popular communication features of goods and services to sell product, ideas or services. Ensuring competition among the firms and                     manufacturers over consumers. Persuading  consumers to patronize their goods and services. It is the persuasive nation of advertising that leads to the influence of advertising on consumer choice of household Beverages (NESTLE) and influence are done through the various advertising media. However Okoye and Cultural (2004: 137) opines that ADVERTISEMENT as any form communication used to inform persuade and remind people about organization and individual goods and service, image ideas community involvement or impact on society. Relating these definitions to the research topic influence of television adverted sing on consumer choice of beverages. Advertising is all about bringing to the notice of television viewers, persuading them information as well as reminding them of the need to purchase a particular product at a stipulated time or season. This mostly done in television to expose the importance benefit of a particular product to the audience to capture their interest.

TELEVISION ADVERTISEMENT

Television advertising differs from programmes promotion because advertising has the goal of encouraging the buyers rather viewers. Advertisements are designed to give consumers information about products and service likely to be of particular interest to those buying the product and so it is programmes promotion. In today’s competitive world, there is need for advertise product so as to stimulate buyers interest and encourage them to buy more giving a voice on this Morgan (2011) in his article from www. Media post say “I believe that product needs to be advertised to the target audience as close as possible to the moment when they are deciding what to buy”. Morgan consider the above necessary according to him, because of a convergence and several phenomenon’s on the television advertisement words of today, such phenomenon’s are clutter and power of last impressions.

        Clutter: Clutter ordinarily means to fill with too many things or a state of disorder especially unnecessary things. Clutter is a big problem for buyers. It means consumer today has enormous number of choice in product channel platforms or mode of the audience when a particular product advert is on air matters. Having choicer makes it harder for people to make choices. How many people know the particular product they want to buy anytime they are in need of, should hold beverage especially Nestle?

THE POWER OF LAST IMPRESSION

When you focus or targeting purchases, often it is the last impression that desires the purchase not first one. If most consumer today do not know what specific product they want to buy when product are being advertised on television when the last relevant advert is going on to have an inordinate amount of persuasive power.

CONSUMER BEHAVIOUR AND BRAND LOYALTY

Consumers behaviour and brand loyalty seek to explain how consumer behave and respond to advertising message and how it moves them to patronize brand of product (Nestle). Consumer s behaviour refer to the attitude and demeanor of a buyer while brand loyalty is the repeated patronage of a particular product. Court land and Williams (2009:96) asserts that “measuring brand loyalty is very difficult because brand loyalty involves many aspects”.

This seems to agree with Lester (2000:100) who suggest factors that could possibly affect brand loyalty which includes

  1. Difference in brand quality
  2. Different in price
  3. Social standard
  4. Location
  5. Buying to please someone else

Other factors according to Courtland and William (2009:20):

  1. Consumer attitudes
  2. Perception
  3. Family pressure
  4. Friendship with sales person

In relation to this, Kotler (2003:238) state four factors that can influence consumers buying behaviour and the factors include

  1. Buyer characteristics; which includes: culture value instinct, behaviour, society, religion the social value – family friends, colleagues, cycles, occupation, psychological values beliefs, motivation, perception, learning, and attitude
  2. Product characteristics, which includes style quantity price and back up service.
  3. Seller characteristics, which includes, buyers opinion of the manufacturers
  4. Situation characteristics which include the time pressure felt by the buyers

THEORETICAL FRAMEWORK

Mc Quail (2008:53) defines theory as a” set of ideas of varying status and origin which may explain or predict some phenomena” Baskinetal (2006:53) asserts that “theories are used to explain or predict the way things work  or happen” ”tentative explanation of a phenomenon.

In line with this view, it can be said   theta research work would lack credibility and scholarity acceptance if it is not unanchored on some existing mass communication theories for the purpose of this work individual difference theory was considered.,

INDIVIDUAL DIFFERENCE THEORY

One strong reason why advert message through the mass media cannot have the same effect on all members in the society trhat have acess on television medium is because there are individual differences in personality.

Butner (2002:211) opines that “ the individual difference provides another useful way to look at he reactions of audience member to mass communication messages”.

He goes further to explain that even when people belong to the same social category and have group norms and values in common, each person still has characteristics which are unique.\

According to Nwosu (2005:39) “social categories are made of individuals who have their differences. These differences are inherent. This means that they could be psychological, genetic and of course based on ones family orientation. This gives them their individuality. The individual’s differences theory holds that individuals react differently when exposed to some media messages. Thus, the effect the media has on one person, could be different from its effect on another, ven if they belong to one social categories”.

According to Benelson (2008) on Nwosu (2005:40) some kind of communication on some kind of issues brought to the attention of some kinds of people, under some kinds of conditions have some kind of effect it means that, depending on who you are and the type of personality characteristics you have, a persuasive media message could fail either partially or totally to have effect ho the mass communication/advertise perhaps intend to have on the media audience. The same message could have the intended effect on another member of the audience effect on another member of the audinec with a different psychological make-up. The individual difference theory focuses on psychological make –up of individual, each member of the audience has a structure of interest, needs, attitudes and values that plays a part shaping selection from television advert on household beverages (Nestle

2.5 SUMMARY OF LITERATURE REVIEW

In writing the literature review, the researcher broke the chapter into section which includes the following

Advertising and its types

Concept of advertising

Television medium parse

Consumers behaviour and brand loyalty

Advertising media

The purpose of breaking the chapter into section is get an overview on what surround the topic of study “influence of television advertising on consumers choice of beverages”.

In explaining these terms the researcher used textbooks from different authors relevant to the study, journals of mass communication, pried article from the internet, ideas gotten through experience and brain storming

Therefore one theory of mass communication which is individual differences theory was used to back up the topic of study of as it was considered suitable and relevant

 

 

 

 

 

 

 

CHAPTER THREE

3.1 INTRODUCTION

I this chapter, the researcher present in clear terms the methodology used in the course of the study. The details of this chapter are research design of study, population of study, sampling technique, instrument as well as method of data analysis.

3.2 RESEARCH DESIGN

Research methodology is mainly concerned with the method of gathering data from the respondent and drawing conclusions. In this study the researcher used survey research method. Survey  research design is a type of describing the present condition of various being investigated at sample which is a preventative of the entire population Uwakwe (2006,p144) in his view says that “ survey research usually examines a single sample for then purpose of interfering conclusion about the population from which the sample is derived.

3.3 POPULATION OF THE STUDY

The targeted  population of this study comprises of residents of Okija in ihaila local government of Anambra state which according to 2006 National population census figure has the population of 4000 people Okija town is made up of (6) sectionalized communities which include : Umuhohi, Ubahu, Umufor, Umautuegu, Ubahumunu and Umudumaye.

3.4 SAMPLE SIZE

Population being N=400

Sample size is ten percent (10%) the population N=10%{N}

X  400 =40

 

3.5 SAMPLE TECHNIQUE

The researcher adopted simple random sampling technique to select two communities that make up Okija town, communities that were randomly selected are Umufor and Umuoli with the population of 280 and 120 respectively totally 400 by writing the names of the six communities on a sheet of papers, folded them and were put into a basket and shaked wheel. The research later picked  two communities out of these six, to draw her sample size to determine the sample proportion for each community, the procedure below is adopted

Umuholi :         x  = 28

Umuofor :         x  = 12

This means that out of 400 questionnaires 28 were distributed to Umuohi while 12 went  to Umuofor.

3.6 INSTRUMENT OF DATA COLLECTION

The data collection instrument for this study is the questionnaire. The questionnaire is close ended questionnaire in which respondents are provided with choice of answer to select from

PRIMARY DATA: For this research work were collected through the use of questionnaire, interview and oral discussion method

        SECONDARY DATA: Sources of secondary data were   mostly the various textbooks on marketing, investigation, magazine, newspaper and journal of many kinds.

The published material comprise of business report journal and newspaper while the unpublished material consist of seminar paper, public lectures the choice of this method of selection based on the fact that it suit the study of the present issues and is also oriented towards identifying the various ways in which exposition of ideas and solution will influence the effect of product advertising on a company sales volume.

3.7 VALIDITY OF INSTRUMENT

Invalid instrument cannot be correct or suitable to measure in order to ensure validity of instrument of data collection; the researcher submitted the drafted instrument to the project supervisor for examination and correction were made.

3.8 METHOD OF DATA ANALYSIS

The data obtained were presented in sample tables and the analysis was done using the sample percentage format.

  1. 9 DISTRIBUTION/ RETIEVAL OF THE INSTRUMENT

A total of 40 questionnaires were administered by the researcher to the respondent selected for this study using the hard delivery method.

The 32 questionnaire were responded to and returned1 by the researcher the summary of research instrument administration return and analysis was presented by researcher min chapter four of this study using table 4.1

 

 

 

 

 

 

 

 

 

 

CHAPTER FOUR

DATA PRESENTAION AND ANALYSIS

4.1 INTRODUCTION

In this chapter, the researcher graphically shows the presentation, analysis and brief discussion of data generated in the course of this research.

Mean while, three research question were posed in chapter one as guidelines to finding answers to the problem of the study.

Out of 40 questionnaires distributed to elicit information from the respondents, 32 representing 80% of the total   respondent were answered and returned while 8% questionnaires or 20% were not returned, it therefore means that presentation of data, analysis and discussion of findings will be on the returned 32 questionnaires.

 

 

4.2

AGE BRACKET FREQUENCY PERCENTAGE
15-25 12 37.5
26-25 12.0 37.5
37 AND 40 8 25
TOTAL 32 100

 

Table shows that 12 or 37.5 of the respondent were between 15-25 while 8 or 25 % were between 37-40

TABLE II: GENDER DISTRIBUTION OF RESPONDENT

GENDER FREQUENCY PERCENTAGE
Male 13 40.6
Female 19 59.4
Total 32 100

In the above table, 13 or 40.6% were males out of the 32 respondent while 19 or 59.4 % were female from the respondents.

TABLE III: RESPONDENT MARITAL STATUS

 

MARITAL FREQUENCY PERCENTAGE
Single 15 47
Married 11 34
Widowed 6 19
Total 32 100

 

        As highlighted above 15 or 47% of the entire respondent were single 11 or 34% were married while widowed were 60 or  19% of the respondent.

 

 

TABLE IV: RESPONDENTS OCCUPATION

AGE BRACKET FREQUENCY PERCENTAGE%
Civil servants 12 35
Student 18 56
Others 6 6
Total 32 100

 

From the table, 12 or 38% of the answered the questions were civil servant student were 18 or 56% of the respondent while other were 2 or 6% of the respondent.

 

 

 

 

RELIGION FREQUENCY PERCENTAGE
Christian 18 56-25
Muslim 8 25
Pegan 6 18-75
Total 32 100

 

In the above table above 18 (56.25%) were christain out of 32 respondents, 8 (25%) were muslim while 6(18.75) were pegan from the respondents

 

 

 

 

 

TABLE VI: DISTRIBUTION SHOWING AUDINCE PATTERN OF CONSUMING HOUSEHOLD BEVERAGES (NESTLE)

 

RESPONSES FREQUENCY PERCENTAGE
Yes 28 5
No 4 12.5
Total 32 100

 

On the research question 1 does audience the takes or consumers beverages like Milo and bourn vita?  The responses obtained show that 28 or 12.5 of the respondents said yes that they consume beverages like Milo and bourn vita while 4 or 12.5%  of the respondent while respondent said no to the question

 

TABLE VII: AUDIENEC VEIWERSHIP OF TELEVISION ADVERTISING ON NESTLE

 

RESPONSES FREQUENCY PERCENTAGE
Always 25 78.1
Not all the time 7 21.9
Total 32 100

 

On the research question 2 “ how often does audience view television advertising on Nestle “ the  responses obtained shows that 25 which is 78.1 of the respondents said they “ always view television advertising on Nestle .

While 7 which is 21.9% of the whole respondent who say yes to research question one “Rarely” watch television advertising on Nestle?

TABLE VIII: DISTRIBUTION SHOWING I9F TELEVISION ADVERTISING IINFLUENECS CONSUMER CHOIC OF BEVERAGE LIKE NESTLE

RESPONSES FREQUENCY PERCENTAGE
Yes 28 87.5
No 4 12.5
Total 32 100

 

From the table viii in answering research question iii, do television advertising influence respondents, 28 or 87.5% said “yes” while 4 or 12.5 % said that television advertising do not influence their choice of beverages all the time .

 

 

TABLE IX: DISTRIBUTION SHOWING HOW AUDIENCE SEE BRAND NAME AS SYMONYMOUS WITH QUALITY

 

 

RESPONSES FREQUENCY PERCENTAGE
Yes 17 53.1
No 15 46.9
Total 32 100

 

According to the table 7 in answering research question iv, about 17 or 53.1 % of the entire respondent said “ said “ to the question while 15 or 46 said “no” to it

 

TABLE X: RESPONDNET ON THE FACTOR WHICH AN LEAD CONSUMER TO THE PREFERENCE OF A BRAND OF BEVERAGE (NESTLE)

RESPONSES FREQUENCY PERCENTAGE
Availability and suggestion from someone 6 18.7
Quality and price 22 68.8
Social standard and location 4 12.5
Total 32 100

 

 

On the research question v, to ascertain the factors which can led to consumers preference of a Brand of beverages (6 or  18.7 %) of the respondent said that they are influenced by availability and suggestion from someone, 22 (68.8) are influenced by the  quality and price 4(12.5) are influenced by social standard and location of the product (beverage)

Discussion:

A close look at table 1 one will easily understand that 12 (37.5%) of the respondents are within the age bracket of 15-25 years. This shows that this category of people uses Nestle more.

As can be observed, finding of table 2 showed that a large number of respondents who responded to the distributed questionnaires were females. This is clearly preserved in the table, as 19 or (59.4%) of the entire indicated female as their gender category.

Thirdly, as presented in Table 3, finding showed that respondents were more of single people. This is true because about 15 or 47% respondents of the entire respondents indicated “single”.

Also, from table iv, it can be seen that students who believed to consume more of household bevesrages (Nestle). It id clearly presented in the table s 18 or 56% respondents ticked students.

In addition, from the analysis done in table v, finding showed that majority of the respondents are Christian. This stance is based on the fact that many respondents, about 18 representing 56 or 25% the entire respondents are Christian”

Obviously, in table vi, finding showed that majority of respondent said that they consumer; of Nestle. This fact is clearly stated when about 28 which represent 5% of the entire respondents stated “Yes”.

Furthermore, in table vii, it was discovered that majority of the respondents showing 25 or 78.1% said that they “always” view television advertising on nestle.

The research question 3, in the table vii to  ascertain  whether television advertising influence consumers choice of  beverages (Nestle) show that greater number of people are influenced by television advertising. It is clear when 28 or 87.5% of the entire respondents said “No”.

As highlighted in question ix majority of the respondents said “ no to the research question iv, posed to ascertain whether audience see brand name as the same with quality 115 or 46.9% of the entire respondents who said “no” depicts it.

Finally form the displayed in table x, it I obvious that some other factors like quality and price influence  consumer is chipocve of a brand of household beverages the response is overwhelming with 22(68.8) of the respondents showing  clearly theiur preferences over other option.

 

 

 

 

 

 

 

 

 

 

 

CHAPTER FIVE

SUMMARY, CONCLSUION AND RECOMMENDAATION

 INTRODUCTION

This chapter brings into focus the overall finding  of cahpeter four upon those findings, the researcher makes conclusion and also offer recommendation for improvement in line with the problem of the study.

5.1 SUMARY OF FINDING

Findings of this research question would not have come through without the research question put forward and analyses presented by the researcher.

People who responded more to the question were students, who are believed to have more need of household beverages Nestle) research question 2 showed that most people view television advertising in question iv showed that most people do not see brand name as synonymous with quality, reaesrch question v, in it findings, showed that apart from advertising, some other factors like price and quality of a product (Nestle) influence e consumers choice.

5.2 CONCLUSION

The conclusion of this research work easily be deducted from the findings highlighted above.

Undoubtedly therefore, the research concludes that the television advertising influence consumers choice of beverages  which is Nestle . it is portent to state that there arwe orthwee factor s like price and quality that also influence consumers choice of beverages (Nestle)

5.3 RECOMMENDATION

Based on the findings and conclusion of this researcher work , the following recommendations are put forward:

  1. Manufacturers of Nestle among other household beverages should give priority attention to the quality and taste of their brands of beverage because it influences the consumers choice
  2. Also these manufacturers should try to self out these beverages at a reduced price and states a specific amount (selling price) of which these product (house beverages brand should be sold.
  3. The manufacturers should not down play on advertising of those product or 9 household beverages ) so as to attract ore patronage

5.4 SUGGESTIONS FOR FURTHER STUDIES

A researcher going into this area of study can embrace on a study to ascertain the “ need for television advertising “ in consumers choice of beverage “ using Larger population size possible in another state outside Anambra, so that findings generated will be compared with the other generated on this research work.

 

 

 

 

 

 

 

 

 

 

 

APPENDIX A

Department of marketing

Federal Polytechnic, Oko

P.M.B 21 Aguata

Anambra  State

1st December, 2016

Dear Respondent

I am OKKEIGWE C. GIFT a final year student (ND) of the afore mentioned department. I am conducting a research on the topic “influence of television on consumer’s choice of beverages. A case study of Nestle plc”.

This is in partial fulfillment for the award of National Diploma in Marketing, you are hereby required to fill this questionnaire as honestly as possible.

I promise that your information shall without  doubt, be traced in strict confidence. Thanks

Yours Faithfully

OKEKEIGWE C. GIFT

APPENDIX B

Topic “influence of Television Advertising on consumers choice of Bevrage”

Instruction : please tick (   ) against option that is most suitable for you

  1. What is your age bracket?

15-25 years      [  ]

26-36 years      [  ]

37- and above  [  ]

  1. Gender:

Male         [  ]

Female     [  ]

  1. Marita status :

Single      [  ]

Married    [  ]

 

Widowed  [  ]

  1. Occupation:

Student            [  ]

Civil servant     [  ]

Other……………

  1. Religion:

Christian         [  ]

Muslim            [  ]

Pagan               [  ]

  1. Do you take or consume Beverages like Nestle

Yes                  [  ]

No                   [  ]

  1. How often do you view television advertising on Nestle?

Always             [  ]

Rarely              [  ]

 

  1. Does television advertising influence your choice of Beverages like Nestle?

Yes         [  ]

No          [  ]

  1. Do you see brand name as synonymous with quality?

Yes         [  ]

No          [  ]

  1. Do other factors rather than advertising influence your brand loyalty? Factor like availability and suggestion from some one [  ]

Quality and price   [  ]

Social standard and location [  ]

 

 

 

 

 

REFERENCES

Bittner, John (2001) An Introduction To Marketing.London Eagle Wood

Bovee, Courtland And Arens, Williams (2006) Contemporary Advertising Boston :New Delhi

Erust, Lester (2003) Meeting Customers Meds: Jordan Hill: Butter Worth Iteine Mann

Eze,Anthony N(2008) Practical Approach To Research Method And Statistics On Edition Management And Social Scinec Onitsha: Onwubiko Printing And Packaging Ind.

Kotler, John (2004) Marketing  Management Planning Implementation And Control, India New Delhi

Mcquairi D(2002) Marketing Theory An Intorudction. Beverage Hills C.A Sage Publications

Moragan Dave (2011) Will Television Advertising Become A “ A Point Of Sales” Business Wwww. Mediapost.Com Retreival On August 2. 2011

Nwosu Ikem (2005) Media And Development: A Broad Prespective . New Havrn Enugu “:AFRIKA LINK BOOKS

Oduh Relvin (2004) Broad Cast Journalist Concept And Process Enugu : Elfelys Creations

Okeke, Celtus(2001) Foundation Of Education And Behavior Research: Issues And Methodology Enugu: Academic Printing Press:

Okunna Chinyere Stella (2002) Teaching Mass Communication Multi Dimenstional Approach Enugu. New Generation Books.

Onabajo Olufemi (2003) Essential Of Broadcast Writing And Production Lagos Gobi Concept Ltd

Onwuamalam, Owum E (2007) Radio –Tv Production Owerri: Top Class Agencies Ltd .

Ozoh Hilary (2012) Principles And Practice Of Advertising Lagos: Nelay And Co Ltd

Uwakwe, Onyeka (2002) Introduction To Marketing In The Digital Age Onistha Base 5

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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