IMPACT OF ADVERTISING ON SALES VOLUME OF A COMPETITIVE PRODUCT (A STUDY OF INDOMIE NOODLES)

ABSTRACT

This research work examined the impact of advertisement on Sales volume of a competitive product. The study measures the relationship between advertisement and market share and the effect of advertisement on brandswitching. Data were collected through structured questionnaire. A total of 100 respondents were sampled representing 72.46%. Result revealed that there is a significant relationship between advertisement and market share. It was also found that advertisement has a significant effect with brandswitching. The research recommends that advertisement should focus more on consumer retention.

TABLE OF CONTENT

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of content ﾿ vi

List of tables ﾿ viii

Abstract ﾿ ix

CHAPTER ONE

INTRODUCTION

1.1 ﾿ Background Of The Study ﾿ 1

1.2 ﾿ Statement Of The Problem ﾿ 3

1.3 ﾿ Objective Of The Study ﾿ 3

1.4 ﾿ Research Question ﾿ 4

1.5 ﾿ Research Hypothesis ﾿ 4

1.6 ﾿ Scope and Coverage Of The Study ﾿ 4

1.7 ﾿ Limitation Of The Study ﾿ 5

1.8 ﾿ Significance Of The Study ﾿ 5

1.9 ﾿ Definition Of Terms ﾿ 6

CHAPTER TWO

2.0 ﾿ REVIEW OF RELATED LITERATURE

2.1 ﾿ Nature Of Advertisement ﾿ 8

2.2 ﾿ Concept Of Advertising ﾿ 9

2.2.1 The Marketing Point Of View ﾿ 9

2.2.2 The Communication View Point ﾿ 10

2.3 ﾿ Scope Of Advertising ﾿ 12

2.4 ﾿ Advertising And Sales Relationship ﾿ 14

2.5 ﾿ The Role Of Advertising ﾿ 17 

2.6 ﾿ Importance Of Advertising ﾿ 20

2.6.1 ﾿ Forms Of Advertising ﾿ 21

2.7.1 ﾿ Factors That Determine The Choice Of Media ﾿ 24

2.8. ﾿ Impact Of Advertising On The Company ﾿ 25

2.8.1 Sales Volume ﾿ 25

2.8.2 ﾿ Delayed Response Advertising: ﾿ 25 

2.8.3 Sales Promotion ﾿ 26

2.9 ﾿ Purpose Of Advertising ﾿ 26

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 ﾿ Introduction ﾿ 30

3.2 ﾿ Research Design ﾿ 30

3.3 ﾿ Area Of Study ﾿ 30

3.4 ﾿ Population Of The Study ﾿ 31

3.5 ﾿ Sources Of Data Collection ﾿ 31

3.5.1 ﾿ Primary Sources Of Data ﾿ 31

3.5.2 ﾿ Secondary Sources Data ﾿ 32

3.6 ﾿ Sample Size Determination ﾿ 32

3.7 ﾿ Sampling Technique ﾿ 33

3.8 ﾿ Instruments For Data Collection ﾿ 33

3.9 ﾿ Method Of Data Presentation And Analysis ﾿ 33

1.10 ﾿ Model Specification ﾿ 33

CHAPTER FOUR

4.0  ﾿ Data Presentation, Interpretation And Analysis ﾿ 34

CHAPTER FIVE

5.0 ﾿ SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 ﾿ Summary ﾿ 48

5.2 ﾿ Conclusion ﾿ 48

5.3 ﾿ Recommendation ﾿ 49

References ﾿ 51

Appendix ﾿ 53

Questionnaire ﾿ 54