THE ROLE OF ADVERTISING ON SUPERMARKET BUSINESS IN UMUAHIA METROPOLIS (A STUDY OF CAPITAL SUPERMARKET UMUAHIA ABIA STATE)

ABSTRACT

This project is focused on the role of advertising in supermarket business performance in Umuahia metropolis with special reference to Capital supermarket The topic was necessitated by the fact that supermarkets sell several goods at a time and advertising might be the most effective promotional tool for them to attract patronage. The research design adopted was descriptive research design’. This design was employed to enable the researcher study events as they existed. The work was guided by 3 research questions and 3 hypotheses. Data gathered were analyzed use the chi-square (X2) statistical summarization techniques. 8 staff of capital supermarkets as well as 369 customers of the business making the sample of 377 were studied and used for the analysis. From the findings made, it was revealed that advertising remains the most effective promo tool for supermarket operators; advertising creates awareness about new products; it helps supermarket operator in influencing patronage. Cost and choice of product to advertise are the greatest challenges of operators. The major recommendation of the study is that since advertising seems to go well with supermarket business, operators of such business should continue to use it to create awareness in order to sustain regular customer.

TABLE OF CONTENTS

Title Page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of Contents ﾿ vi

List of Tables ﾿ viii

Abstract ﾿ ix

CHAPTER ONE

INTRODUCTION

1.1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of Problem ﾿ 5

1.3 ﾿ Objectives of the Study ﾿             7

1.4 ﾿ Research Question ﾿       ﾿ 7

1.5 ﾿ Research Hypothesis ﾿ 8

1.6 ﾿ Signification of the Study ﾿ 8

1.7 ﾿ Scope  of the Study ﾿ 9

1.8 ﾿ Limitations of the Study ﾿ 10

1.9 ﾿ Definition of  Term ﾿ 11

CHAPTER REVIEW 

Literature Review

2.1 ﾿ Overview of Advertising ﾿ 12

2.2 ﾿ Purpose of Advertising ﾿ 14

2.3 ﾿ Types/ forms of Advertising ﾿ 15

2.4 ﾿ Classification of Advertising ﾿ 17

2.5 ﾿ Qualities of Advertising ﾿ 20

2.6 ﾿ Roles of Advertising ﾿ 21

2.7 ﾿ Rules for effective Advertising ﾿ 22

2.8 ﾿ Advertising Media ﾿ 23

2.9 ﾿ Overview of Sup market ﾿ 26

2.10 ﾿ Effect of Advertising on supermarket ﾿ 27

2.11 ﾿ Difficulties of using Advertising in super market ﾿ 28

2.12 ﾿ Summary of Literature Review ﾿ 29

CHAPTER THREE

3.0 ﾿ Brief introduction ﾿ 31 ﾿

3.1 ﾿ Research Design ﾿ 31 ﾿

3.2 ﾿ Area of the Study ﾿ 32 ﾿

3.3 ﾿ Population of the Study ﾿ 32 ﾿

3.4 ﾿ Determination of Sample Size                                                                        33                      

3.5 ﾿ Method of Data Collection    ﾿ 34  ﾿            

3.6 ﾿ Sampling Techniques ﾿ 35 ﾿

3.7 ﾿ Method of Data Analysis and Presentation ﾿ 35

3.8 ﾿ Validity and Reliability of Instrument ﾿ 36

CHAPTER FOUR

Presentation and Analysis of Data ﾿

4.1 ﾿ Data Presentation ﾿ 37

4.2 ﾿ Data Analysis ﾿ 38

4.3 ﾿   Test of Hypotheses ﾿ 41

CHAPTER FIVE

Summary of finding, conclusion and Recommendations

5.1 ﾿ Summary of Findings ﾿ 46

5.2 ﾿ Conclusion ﾿ 47

5.3 ﾿ Recommendation ﾿ 48

5.4 ﾿ Suggestion for Further Studies ﾿ 50