ABSTRACT

The study was designed to analyze advertising and marketing performance of confectionery enterprises in Abia State. Primary data were used for the study. Data collected were done by the use of a structured questionnaire. Four hypotheses were tested in the study. One hundred and twelve confectionery enterprises were sampled for the study. Descriptive statistics, ordinary least square (OLS) multiple regression analysis, and multinomial logistic regression technique were employed in analyzing the data obtained for the study. The findings of the study showed that confectionery enterprises in the study area were operated by actively age individuals who are educated, experienced with moderate household size. Advertisement of products is a major task to the confectionery enterprises in the study area and is done on a regular basis. All the studied confectionery enterprises in the study area advertised their products through the adoption of both electronic and print media. Television advertising, radio advertising, newspaper advertising, poster advertising, flyers advertising and magazine advertising influenced the market share, sales volume and profitability of confectionery enterprises in Abia State. Flexibility, speed of delivery, accuracy of delivery, targeted audience, stage in product life cycle, and size of advertising budget influenced the choice of advertising by the confectionery enterprises in Abia State. The study recommended that any effort to enhance the market share, sales volume and profitability of confectionery enterprises must pay attention to such factors as television advertising, radio advertising, newspaper advertising, poster advertising, flyers advertising and magazine advertising which influenced the market share, sales volume, and profitability of confectionery enterprises in Abia State as evident from the study.