THE EFFECTS OF ADVERTISING ON CONSUMER BRAND PREFERENCE FOR BEVERAGES IN ABIA STATE NIGERIA

ABSTRACT

This study focuses on the effects of advertising on consumer brand preference for beverages in Abia state.      A purposive and random technique was adopted for the study. Two (2) urban areas and one (1) semi-urban area were selected in a purposive manner. The two urban areas selected include Umuahia and Aba. The semi urban areas selected for this study include Isuikwuato. 50beverage drinks consumers were randomly chosen from each of the two urban areas, while 30 beverage drinks consumers were chosen from the semi-urban area. A total of 130 questionnaires were sent out and 120 were fully answered and returned. Questionnaires were used for data collection. Data analysis was done using statistical tools such as: frequencies, percentage table and one sample chi-square. The result shows that different advertising media appeal to the consumers and has significant brand preference. Also advertising affects consumer preference for beverages. 

TABLE OF CONTENTS Title page ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ iDeclaration ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ iiCertification ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ iiiDedication ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ ivAcknowledgements ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ vTable of Contents ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ viList of Tables ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ ixAbstract ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ - ﾿ xCHAPTER ONEINTRODUCTION
CHAPTER TWOREVIEW OF RELATED LITERATURES
CHAPTER THREERESEARCH METHODOLOGY
CHAPTER FOUR DATA PRESENTATION AND ANALYSIS
CHAPTER FIVESUMMARY, CONCLUSION AND RECOMMENDATIONGlossaryQuestionnaire