The study intensive promotions and students consumption patterns
of coca-cola production looks forwards to know that reactions of students
towards advertising and also about their consumption pattern of
production named coca-cola.
Efforts where made to know that actually, motivated students
consume coca-cola products more than others.
The studies were carried out in two perspectives. The historical
method and the survey method. The historical method involves oral interview and
questionnaires to ascertain what motivated students to consume coke products.
And the survey method; visiting of coca-cola company at 9th mile
to collect some variable and important information about the product.
The analyzed data in tabular from showing responses and percentage
The outcome discussed and summarized that research
identified as one of its objectives.
1. To inform
consumers to be aware of the important of advertisement carried out gods,
services, ideas, institutions governments etc.
2. To enlighten,
educate individuals, organization and government on how advertising can be used
for economic recovery and development through paper utilization.
From this answer obtained from respondents in the questionnaire, I
concluded that coca cola product have been acknowledged and recognized by using
advertising as a powerful tool or machinery in the promotion and sales of their
products. I can also understand that coca cola products are of high qualities
and there fore they are the leading name in the whole world in terms of soft
As part of my recommendation, I suggest that if given the
opportunity to participate and continue advertising message regularly, both
advertisers and consumers will make best use of whatever knowledge they have
acquired from advertisement. Also on the government. I recommend that it should
engage in advertising regularly since it has a lot of programmes, which will be
made known to the public.
As this will go a long way to assist work efficiency, it also
creates and provides the work force of the elements that conflict in the
lingering and counter correspondent environmental threat subsides and equitable
providing precautions strategies and tactics for evaluating environmental
In conclusion, the students’ comparative welfare and miscellaneous
funds expectances are calculated and deduced through the implementation and
control programme to enhance equitable sales and mission satisfaction in the
1.1 Background of the study
1.2 Statement of the study
1.3 Objective of the study
1.4 Significance of the study
1.5 Research question
1.6 Definition of terms
1.7 Limitation of terms
2.1 General coca-cola promotion scheme
2.2 Objectives of promotion exercise
2.3 Two corresponding promotion scene (Coke &
2.4 Relevant of two promotion instruments
(Advertising and public relation)
Research and methodology
3.2 Research method
3.3 Research design
3.4 Research sample
3.5 Data collection
3.6 Method of data analysis
Presentation and analysis of data
4.1 Data presentation $ analysis
4.2 Test of hypothesis
Summary of findings
1.1 BACKGROUND OF THE STUDY
The practice of advertising can be traced back to ancient times.
During this period communication played a vital role in transforming people’s
attitude and behaviour towards a particular product or service.
However, during this period, advertisement was absent Historians
believe that our door signs carved in stones and woods were used by ancient
Greeks and Romans as advertising. At this point in time people were illiterate
and the signs often stimulated the goods for sale and the Merchants such as
knives, hoes etc.
Then came the invention of a moveable type of printing machine in
1450 by Johan G. Gerberg from Germany. This invention made possible
advertising on the print media like magazines newspapers, bill boards, hand
bills and posters.
After the printing advertisement came a new and radio, it started
in November 1920 in USA and rapidly become the primary means of communication
on its trade came television. Television became another means of communication.
Advertising for so many decades has remained one of the major
economic forces necessary for development but comparative studies show that
both government and individual citizens of Nigeria are yet to utilize
advertisement effectively towards the country’s economic recovery and national
Moreover, advertising can be defined as a non-personal
communication directed to target audience through various medium in order to
present, sell and promote product service, ideas, person, institutions and
organization. Therefore advertising remains a vital door for economic and broad
This research work is an attempt to find out how people react to
advertisement in their consumption pattern of a particular product, service or
idea. I have chosen students of the institute of management and Technology
(IMT) Enugu to represent my universe while coca-cola product is my sample.
Be it as it may that advertising is still gross misunderstand and
under utilize in Nigeria today. We really need to understand better and utilize
advertising to achieve economic growth the current situation is one that
advertising business largely dominated by American men who use them to market
their good and services in the same vein government and its agencies need to
use advertising more than they do presently since it has many ideas,
programmes, the government also had to sell itself institution and leaders to
the masses, both nationally and across the borders, otherwise it will not build
and retain the public acceptance trust and understanding to succeed in the business
of governance and socio economic development.
1.2 STATEMENT OF THE PROBLEM
People react differently to advertisement with regards to their
consumption pattern of product and services or even ideas and their effect
patronage of these goods, services or ideas favorably or unfavourably by
This is a case with my chosen topic on coca-cola consumption
in school that aback-logs generally in some schools these days due to the
competition products in the market that’s viewing with its previous sale
Here, the advertisement formular of promoting the marketing of
coca-cola in school through some freak media of school attentive audience to
drive their attention back to the product and so to increase patronage.
Awarding some free drinks and bonanzas to the general public as to boost their
type of consumption pattern does this.
1.3 OBJECTIVES OF THE STUDY
The main objective for embarking on this particular topic is for
the interest of all and supply. However, the under listed are some of them.
Firstly to let consumers be aware of the importance of
advertisement carried out on goods, services, ideas, institutions, governments
To educate individuals, organizations and governments on how
advertising can be used for economic recovery and development through paper
To emphasis on the objectives of he advertisers the benefits
likely to be derived out of advertising his products, services ideas and so on.
And more importantly the gains to be enjoyed by the use of advertising message.
1.4 SIGNIFICANCE OF THE STUDY
This research work has been done to provide essential information
to those who may need such for any reason more especially students of
institutions of higher learning are advised to pick up this project copy and
carryout research work on this subject matter because it has been written to
provide the basic facts and figures one should know about advertising.
This piece of work will also be of good use to professional of
advertising through consultation any time they have a practical problem that
needs to be solved.
Prospective students on this course are also excluded from making
use of this work because it forms a solid foundation or background towards
achieving success on this subject.
Conclusively, this research has been made available to people in a
works of life to help them to have a good career on advertising.
1.5 RESEARCH QUESTION
1. To what extent
are student aware of coca-cola product through advertisement.
2. How does
coca-cola promotions campaign influence customers buying behaviour?
3. What are the
roles of advertising as they affect people’s choice of product service or idea?
1.6 DEFINITION OF TERMS?
This is process of findings out the similarities and differences
in two or more branches of knowledge product, services or idea. It has to do
deeply with careful findings of those characteristics that distinguish one
products from other.
This means the model of using of foods, energy, materials,
services or ideas. Let us still use coke and fanta as example. The consumption
pattern of some one who takes coke as his brand may differ from someone who
takes fanta as his own brand like I aid earlier someone who drinks coke do that
because it satisfies his hunger need may be he cannot afford for the three
square meals a day. Based on this, he might be consuming two bottles of coke in
a day which will be far cheaper for him than square meals it means that the
person consume coke a lot (other consumption pattern is high).
SOFT DRINKS PRODUCT
Liquid substance obtained by chemical reaction, which are mild for
human consumption, and which does not drinks namely coke, Fanta, Krest, Fanta
Gingerale. Fanta lemon and soda water. Coca-cola company limited manufactures
all these. These soft drinks do not contain alcohol and are therefore not
harmful to human health and that is why a lot of people drink it.
Frank Jekins (1985) defined advertising at the means by which make
know what we have sell or what we want to buy. Advertising presents the most of
persuasive possible selling message to the right prospects for the product or
service at the lowest possible cost.
The author of the public relations and advertising in the process
of governance and economic is recovery in Nigeria gave his own definition of
advertising as being the mass communication which is aimed at helping to sell
goods, services, ideas, persons and institutions or organizations. Advertising
is very necessary because a producer of a particular product for the existence
of the product.
He would also want the public to know the importance of using his
product. The same thing will be applicable to organization that is service
oriented. Even the various governments use advertising to communicate to the
public bout its official plans and programmes.
Advertising or promotions can be earned out through various
electronic media, radio and television, paring media like newspaper, magazine,
books, poster etc.
TERMS AND CONDITIONS APPLY
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