THE ROLE OF ADVERTISING ON THE MARKETING OF SUITCASE IN ENUGU METROPOLIS (A CASE STUDY OF JUMATEX SUITCASE ENUGU)
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:-
To determine the extent customer pushes action of Jumatex suitcase being
included by advertising.
To determine the role of advertising in increasing the profitability of the
To determine the import of advertising in increasing the sales volume Jumatex
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
The advert increasing the sales volume of the company.
That advertising induced the customers to buy.
That advertising enhances the marketing of Jumatex suitcase.
Based on this finding, the following suggestion/recommendations were made.
That they should make serious effort by using other media of advertising, like
television, Newspaper, and suppose more programme in T.V. and Radio.
That advertisement should be made more effective to induce more people to buy
by increasing its frequency.
That comprehensive marketing research study been carried out on the market for
suitcase and competitive strength of the competators.
TABLE OF CONTENTS
1.1 Background of the
1.2 Statement of the
1.3 Objectives of the
1.5 Significance of the
1.6 Scope of the
1.7 Definition of
2.2 Types of
2.3 Objectives of
Advertising and Media
2.5 Role of Advertising on
2.6 Evaluation of Advertising
2.7 Impact Advertising on Jumatex
3.1 Source of Data
3.2 Population of the
3.3 Determination of Sample
3.5 Instrument for Data
3.6 Method of Questionnaire Administration and
3.7 Method of data Treatment and
3.8 Limitation of the
4.0 Data Presentation Analysis and Interpretation
4.1 Data Presentation and
4.2 Discussion and Interpretation of
5.0 Summary of Finding, Recommendation and
5.1 Summary of
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
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.
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
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
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
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.
OF THE STUDY
The purpose of this study is to
investigate extent to which product advertising influence the purchase Jumatex
The other objectives are:-
To examine the extent to which advertising help informing, persuading and influencing
consumer buying decision of Jumatex suitcase in Enugu metropolis.
To determine the influence if any sex, age, education, nationality and
occupation on the use and purchase of Jumatex suitcase.
To determine role of advertising in increasing profitability of the company.
To determine the extent of purchase action of consumers of Jumatex Suitcase is
being influenced by advertising.
To determine the extent advertising has helped to increase the product awareness.
To determine whether advertising leads to customer’s interest on the product.
To see if advertising leads to customer’s interest on the product.
To see if advertising leads to customer’s interest in their products.
1.4 RESEARCH QUESTION
Does Jumatex advertising in Enugu metropolis leads to increase customer
Does Jumatex advertising in Enugu metropolis lead to increased profitability of
Are consumers in Enugu metropolis aware of Jumatex suitcase through
Does advertising adopted by Jumatex generally enhance the marketing of Jumatex
suitcase in Enugu metropolis?
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
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
The reader will find the study
very valuable not only as a source of the literature review but also a base for
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
1.6 SCOPE OF THE STUDY
This research was undertaken to
examine the impact of advertising in it marketing of Jumatex Suitcase in
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
vi. Respondent: Person answering or
supplying answers to research questions.
TERMS AND CONDITIONS APPLY
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