This research project was designed to investigate the extent to
which advertising influence consumers purchase decision on the Bournvita
brand. To solve the research problem both primary and secondary data were
collected the research instrument used in collecting the data were
questionnaire and oral interview. The respondent comprised of the staff
and consumers of Bournvita product.
organizing and presenting data collected table and percentages were used.
The various hypothesis were tested using the Chi-square.
Data analysis and interpretation gave the following findings.
choice of beverage brand can be attributed to advertising
quality of a product affects consumers in the choice if their
is a major factor that influences consumers of beverage products to prefer one
brand of beverage to another.
Based on finding the researcher recommends that:
1. The beverage producers should under taker
research of raw materials and efficient channel of distribution so as to
always offer their products of reasonable qualify and price to consumers.
2. Making intensive and adequate use of promotional
mix especially advertising, to make their marketing activities more efficient
3. Producers of beverage product should
identify the factors that are responsible as their brand choice and adopt total
products concepts in marketing of their products, father than engaging in
The conclusion is that advertising is an important promotional
tool for effective marketing of any mass produced consumer produces in a
competitive market environment.
TABLE OF CONTENTS
INTRODUCTION OF THE STUDY
1.1 Background to the study
1.2 Statement of problem
1.3 Objective of the study
1.4 Hypothesis formulation
1.5 Significant of the study
1.6 Scope of the study
1.7 Definition of the terms.
3.1 Sources of Data
3.2 Population of the study
3.3 Sample size Determination
3.4 Sample Technique
3.5 Research instrument used.
3.6 Limitation of the study
3.7 Reliability and Validity Test
3.8 Method of Data Treatment and Analysis
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
4.1 Presentation and Analysis of data
4.2 Questionnaire, Administration and Responsible
4.3 Test of Hypothesis
SUMMARY OF FINDINGS., RECOMMENDATION SAND CONCLUSION:
5.1 Summary of Findings
1.1 BACKGROUND OF THE STUDY
Marketing is the management process aimed at identifying,
anticipating, analysis and satisfying human needs and wants through exchanges
as efficiently and effectively as possible (Adirika, 1990:3)
Its concept is a philosophy of business which state that the
customer want satisfaction of the economic and social justification for a
firm is existence. However, no matter how a produced completely
meets the requirements of the consumers, its existence has to be made know t
the consumers, Hence, the need for advertising which serves as an awareness
Equally, the multiplication of beverage (Bournvita) producing
company implies that for a firm in the industry to survive, grow or improve its
markets share, its must year its market share, it must year its energies
towards some form of product high quality development, fair pricing, effective
promotional, activities, and wide distribution network. Besides
competitors, the growth of this industry creates other problems which include
that by presenting a variety of choice tot he customers, the management of the
company face the problem of identifying which of these varieties that exert
greatest influence on consumer preference on one brand of beverage product over
the other. This has led to the policy of most companies marketing
department investing so heavily on advertizing as the surest means of reaching
their target markets. Nigerian businessmen always depreciate the role of
advertising in business because of their pursuit for quick money and profits,
they often erroneously regard advertising expenditure as money wasted.
This is unfortunate indeed, adverting it perhaps the most effectively way of
communicating with customers and the general public. Through advertizing,
a company communicates the information a consumer needs to evaluate a product
or the ability of the company to offer a product or service.
Advertizing can be inform of newspaper and magazine, direct mail
trade exhibitions, television, radio, catalogue, product demonstration etc.
Following the increase in the competitive nature of the market
environment in Nigerian today, marry companies are found in the line of
beverage product production. One of such companies who also lover a
leading name in beverage market is Cadbury Nigeria Plc who builds its fame on
vitality and delicious goodness of its food beverages. The extra flavour
of its confectionery and the appetizing taste of its products.
The company’s operations in Nigeria were initially continued tot
he selling of imported chocolate products in the major urban areas. This
was before 1965 when Cadbury Nigeria Plc operated as the registered Nigerian
sale office for Cadbury fry expert limited. However, the introduction of the
Coco beverage, Pronto, and later the well know malt beverage BOURNVITA
between 1956 and 1969 enable the company penetrate the indigenous market. The
increase in turnover instified first, the local packaging of these products and
subsequently the full manufacture of BOURNVITA in the company manufacture and
market their products through network of wholesale distributors located in
various parts of the commit.
They equally make a to of expenses as a result of carrying out
promotional strategies for their product. One of such promotional mix
which they make use of is advertizing which demands from the management a huge
amount of money yearly. Advertizing is a group of activities involved in
presenting to people message regarding a product, service or idea in a
non-personal form by a identified sponsor. Its main takes is to
communicate effectively so as to establish awareness if create a favourite
attitude to and stimulate demand for a product or service among potential
consumers. It should therefore be informative, instructive, persuasive
and relevant to consumer’s needs. It should appeal to the emotional
instincts in some discerning ways from similar products of the same or
other companies. In the marketing of beverages, branding enhancing
product identification, which in turn facilitates marketing action and demand
stimulation. It helps for effective advertizing and market control.
The search for this study involves investigating consumer brand recantation,
brand preference, brand acceptance, and brand insistence of the brand of
selected beverage, Bournvita.
Finally, the role of advertising in motivating consumers, play a
major role in beverage industries. Some consumers are being moved by the
nature of advertisement of a particular product irrespective of the price
attached to it.
1.2 STATEMENT OF THE PROBLEM
In any competitive marking environment such as ours, a marketing
manager is often faced with the problems of how to determine the nature
of demand for his products in a given market segment, how to determine the
factors responsible for the variations in the demand pattern.
Management of Bournvita producing company in Nigeria is faced with
the problem of not only identifying suitable strategies to bet their
competitors but also how to determine the strength of the contributions of
various components of the promotional mix variables of the purpose of
stimulating demand of their product brand. This has equally led to different
company’s budgetary allocation to and policy emphasis on different components
of promotional mix. The pertinent question that come to mind include.
Why doe s food proportion of Bournvita consumers benefit
adequately from advertising message Bournvita brand ?
Why is the large sum of money invested in advertising Bournvita
product justified ?
Why does advertizing of Bournvita aroze a behaviour that would
otherwise not be displayed by the consumers, thus disposing him towards
Specifically, it has become necessary to determine:
1. Why the consumption of Bournvita is being
seriously influenced by its advertizing as against other factors (availability
of the products its quality, price and positioning strategy of the product).
2. The strength of advertizing relative to these
other factors in influencing the consumer to one brand of beverage over the
Answer to these and some other related questions constitute the
central task of this research work.
1.3 OBJECTIVE OF THE STUDY
Advertizing as a promotional; mix among other things at
influencing, consumer of selecting a particular product or service instead of
competing brand of similar product during their purchase decisions.
This study therefore, seeks to examine the market acceptance of
Bournvita in Enugu metropolis with a view to establishing the extent to which
consumer’s preference of Bournvita over other brand of beverage can be
attributed to advertising. Therefore, the objectives of this study are:
1. To determine whether advertisement appeal or
theme is the reason why consumers prefer Bournvita to other brand of beverages.
2. To identify the cause and kind of differences in
consumer preference the Bournvita product under study.
3. To determine the extend to which
consumption of the Bournvita product is being influenced by the advertizing.
4. To determine the strength of advertizing
relative to the other factors in motivating consumer awareness of Bournvita
5. To suggest ways of improving advertizing
campaign strategy for beverage product marketing to be more effective.
1.4 HYPOTHESIS FORMULATION
The following hypotheses will be tested.
Most consumers are not aware of Bournvita product through advertizing.
Hi: Most consumers are aware o Bournvita product through
Consumer brand preference for Bournvita product is not influenced by exposure
to advertizing message.
Hi: Consumer brand preference for Bournvita product is
influenced by exposure to advertising message.
There is no signification relationship between the advertizing of Bournvita and
sales volume of the organisation.
Hi: There is signification relationship between the
advertizing of Bournvita and sales volume of the organisation.
1.5 SIGNIFICANT THE STUDY
It is intended that the result of this study will help the Cadbury
Nigeria Plc in the following ways:
1. To be in a position to make their product to
meet the needs of their customers.
2. To help the consumers ascertain the quality of
then product and the benefits derive in consuming the product.
3. It will facilitate the work of other people mostly
researchers who many in one way or the other engage in a similar research in
4. The reader with also benefit form this work
became it will help them in building their own study when carrying out the
5. It will expose the opportunities and threats
facing the competitors and the need to affect changes so that the company can
1.6 SCOPE OF THE STUDY
The study is a case study of Cadbury Nigeria Plc. Due
to the size and spread of the company, the study is limited only to
consumers of Bournvita in Enugu metropolis.
1.7 DEFINITION OF TERMS
is a non-personal form of communication or presentation of goods, ideas or
se4rvuces conducted through paid media under clear sponsorship (Kotler P. 2nd Edition, 1987)
CONSUMER PRODUCTS: They
are those products used by the final consumers that are not industrial products
(Ozo 2002, P.120)
BRAND PREFERENCE: Is
a situation where the consumer selects a particular product that will satisfy
his needs and wants. (Journal o Consumer Research. 1982, P. 185).
CONSUMER BEHAVIOUR: Is
whatever the consumer does in the process of satisfying his/her needs. (Ozo
2002, P. 10)
TERMS AND CONDITIONS APPLY
For more informations on project materials and more