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.
KALU, L (2024). Advertising Media and Marketing Performance of Confectionery Enterprise in Abia State:- Kalu, Okwun L. Repository.mouau.edu.ng: Retrieved Nov 10, 2024, from https://repository.mouau.edu.ng/work/view/advertising-media-and-marketing-performance-of-confectionery-enterprise-in-abia-state-kalu-okwun-l-7-2
LILIAN, KALU. "Advertising Media and Marketing Performance of Confectionery Enterprise in Abia State:- Kalu, Okwun L" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 29 Apr. 2024, https://repository.mouau.edu.ng/work/view/advertising-media-and-marketing-performance-of-confectionery-enterprise-in-abia-state-kalu-okwun-l-7-2. Accessed 10 Nov. 2024.
LILIAN, KALU. "Advertising Media and Marketing Performance of Confectionery Enterprise in Abia State:- Kalu, Okwun L". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 29 Apr. 2024. Web. 10 Nov. 2024. < https://repository.mouau.edu.ng/work/view/advertising-media-and-marketing-performance-of-confectionery-enterprise-in-abia-state-kalu-okwun-l-7-2 >.
LILIAN, KALU. "Advertising Media and Marketing Performance of Confectionery Enterprise in Abia State:- Kalu, Okwun L" Repository.mouau.edu.ng (2024). Accessed 10 Nov. 2024. https://repository.mouau.edu.ng/work/view/advertising-media-and-marketing-performance-of-confectionery-enterprise-in-abia-state-kalu-okwun-l-7-2