ABSTRACT
This research for the
place of Advertising in motivating consumer Brand preference of Toothpaste (A
case study of Close-Up. Their objectives is to find out if close up is
rendering high quality services to the consumers. In order to collect data in
the study, the researcher used questionnaires, interviews and observation in
collecting data. The data collected was analysed in tables using percentages
and frequencies. Hypothesis was also tested using chisquare from data analysis
the following findings came up:
(i) Close-up
have adequate facilitates competent staffs
(ii) They
render high quality services to consumers
(iii) They
consider the welfare and satisfaction of customers in running the company.
The major problem
confronting close-up is that they don’t have enough transport and storage
facilities. Based on the above findings, the researcher recommends that;
i) The
provision of adequate warehouse and reservation centres for these entertainments
service facilities.
ii) The
provision of adequate transportation facilities to help make available these
service to the consumers who need them.
TABLE OF CONTENTS
CHAPTER ONE
Introduction
Background of the
Study
Statement of
problems
Research
Objective
Significance and need
for the
study
Scope of the
Study
CHAPTER TWO
Review of Related
Literature
Meaning of
Advertising
Purpose of
Advertising
Categories of product
Advertising
Perception process in
advertising
Advertising and product
positioning
Advertising and
competition among Toothpaste firms
CHAPTER THREE
Summary of finds,
Recommendation and Conclusion
Summary of
findings
Recommendation
CHAPTER ONE
INTRODUCTION
1.1
BACKGROUND TO THE STUDY
Marketing communication are attempts by a firm to influence the behaviour of
markets for its product or services. Marketers primary roll on promotional
activities that have the sole purpose of information delivering to be
customers. in the olden days information were disseminated through the help of
the town criers going about with mental and wooden goings spreading price of
any information or news to those concerned. As a business activities became
complex that people to be informal were relatively many, other devices of
disseminating information were sought. According to Wright Etat (1970) “In
Greece, during his golden age, public criers were a civic institution. Men were
paid to circulate through the streets of the city, advising the citizens of
important new and announcing public events, later, during his middle ages, the
only available means of advertising excepts signs, was the spoken word”. The
signs were used to notify the popular of an important meeting, local politics
and place were certain consumer’s products could be found. In that regards W
right quoted as saying some trader like painting commercial messages on
prominent rock along trade lane, much in the fashion of some preset day activities”.
The evolution of a refined form of information from the town crier stage to the
replacement of advertisement is a big development. Today, specific information
are written, read and heard at definite times for the purpose of informating
and persuading the consumers to make some days advertising is made in mass
media of communication such as newspaper, magazines, journals, radio,
television, motion picture, outdoor posters, skywriting, railway coaches,
catalogues, directories and references circulars, give a way and
displays.
1.2
STATEMENT OF THE PROBLEMS
Advertising, despite its Worldwide acceptance as the most effective and
efficient means of making a quick and effective sale has some problems and
effective sale has some problems facing it motivation of consumer brand
preferences.
The problems are:
i. Many
consumers or shoppers do not patronize a company’s product when they are
ignorant of its existence and benefits associated with it and this is
applicable to toothpaste (close-up).
ii. Inadequate
and inefficient use of advertising slogans, sometimes lead too low sale
turnover of close up Toothpaste.
iii. Consumers
and shoppers sometimes get confused because of the clustered advertising
messages. Consumers get confused when advertisement, and is not properly
arranged or misrepresented, and this is applicable to close-up toothpaste.
iv. Exaggeration
in advertising creates false impression in the minds of consumer and shoppers.
Telling or saying what a product cannot do, for instance giving close-up
toothpaste more credit than it deserves impact negatively on consumer
motivation.
1.3
RESEARCH OBJECTIVES
The ultimate purpose underlying advertising is to increase awareness for any
range of product involved. The primary objective of this study is to find out
the place of advertising close-up. The study specifically intends to: -
i. Find
out whether the consumers post purchase action is stimulated by the influence
of advertising of close-up toothpaste.
ii. Find
out if the consumers “knowledge of the product contributes to their consumption
of it.
iii. Find
out if the use of advertising by lever brother increases their sales turnover
iv. Find
out the reaction of consumer to close up when it is not advertised.
v. Find
out what toothpaste firms derive from advertising their products.
1.4
SIGNIFICANCE AND NEED FOR THE STUDY
The significance of this study cannot be over emphasized, this is because the
out come will be of help to: -
Toothpaste
Industries: It will help them with
special reference to the sale of there production. It will help the industries
to know what contributions advertising has made in motivating consumer brand
preference and how to make effective advertising campaigns.
Lever Brother Nig.
Plc: This study will show to
what extent advertising has contributed towards the sale of toothpaste. It will
also ascertain whether the huge amount of many being allocated to advertising
by Lever Brother Nigeria Plc. is justified. In addition, the study will
disclose the areas that used improvement in the various advertising messages
used. Lever Brother Nig. Plc. stands to gain a loan from this study, as it will
help them to know the best media to use in reaching their target audience.
Consumer: It will help the consumer know more about
he use and importance of close-up toothpaste, how it will improve there livers.
They will also know from the study the contribution close-up has for their
lives.
Researchers: The researches are marketing under graduates and
as marketers, they stand to gain a lot from the study in the areas for
advertising and sales promotions. This work will equally help them perform
creditably in the labour market and also in their industrial training
programme. Lastly, we wish to comment here that this research will to a great
extend serve as a point of reference to other people mostly other students
research institutes and several publics who might wish to research further on
the topic being treated in this research.
1.6
SCOPE OF THE STUDY
The scope of the study is the place of advertising in motivating consumer’s
brand preference for toothpaste with particular reference to close-up made by
Lever Brothers of Nig. Plc. The research generally examined the role of
advertising in the sale of various brands of toothpaste. This study covered
Enugu Metropolis, and it’s consumers, with particular reference to close up
toothpaste.
1.7
DEFINITION OF TERMS
Advertising can be
defined as any forum of representation and promotion of goods, ideas or
services that is non-personal and paid by an identified sponsor.
Prospect: A prospect is a person who will benefit from a
firms’ product or service and who can afford to buy or pay for it.
Brand Loyalty: Brand loyalty means of consumers
purchasing of a particular brand of product while aware of other existing and
similar products.
Corrective
Advertising: This is the condition
where the advertisers correct any information to the general public about their
products.
Retail Store: Store where goods are sold small quantities to
the general public.
Self Service: A process whereby buyers come into a store and
help themselves with the commodity they need with little or no assistance from
the workers in the store.
Department | Business Administration and Management |
Project ID Code | BAM0240 |
Chapters | 3 Chapters |
No of Pages | 38 pages |
Methodology | Null |
Reference | YES |
Format | Microsoft Word |
Price | ₦4000, $15 |
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Contact Us On | +2349067372103 |
Contact Us On | +2349094562208 |
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