Effect Of Advertising On Consumer Brand Preference For Selected Noodle Products In Abia State, Nigeria

ABSTRACT

The research investigates the effect of advertising on consumer brand preference for selected noodle products in Abia state, Nigeria. The objective is to examine the effect of word of mouth on consumer brand preference for noodles. The researcher used the taro yahmah sample determination and   primary data were adopted in getting the required information. In testing hypothesis descriptive statistics, regression analysis and correlation coefficients were used for the study. Data were obtained from 390 respondents of the selected noodles product in Aba and Umuhaia. However, the researcher found out that the effect of advertising on consumer brand preference for selected noodle products correlates positively that there is a strong direct relationship with advertising and brand preference. Therefore the researcher concludes that advertising plays major role in influencing consumers brand preference for noodles in the market place. Based on this findings, the researcher recommends that noodle manufacturers should know that there is need for organizations to continuously conduct research to effectively understand the demographical, behavioural and psychographic distributions/characteristics of their present and potential consumers. Also firms should be interested in choosing advertising medium that has a wider coverage and reachability considering the huge financial outlay involved in advertising.  

TABLES OF CONTENT

Tittle page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of Content ﾿ vii

List of Table ﾿ x

Abstract ﾿ xi

CHAPTER ONE

Introduction

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ 3

1.3 ﾿ Objectives of the Study ﾿ 4

1.4 ﾿ Research Questions ﾿ 4

1.5 ﾿ Research  Hypotheses ﾿ 5

1.6 ﾿ Significance of the Study ﾿ 5

1.7 ﾿ Scope of the Study ﾿ 6

1.8 ﾿ Operational Definition of Terms ﾿ 7

CHAPTER TWO

Review of Related Literature

2.1 Conceptual Framework ﾿ 8

2.1.1 Definition of Advertising ﾿ 8

2.1.2 History of Advertising in Nigeria ﾿ 9

2.1.3 Advertising and Consumer Behaviour ﾿ 11

2.1.4 Consumer Preference ﾿ 13

2.1.5 The Concept of Advertising ﾿ 13 

2.1.6 Advertising and Promotion ﾿ 15

2.1.7 Objectives/ Functions of Advertising ﾿ 16

2.1.8 Benefits/Roles of Advertisement ﾿ 18

2.1.9 Dimension of Advertising/Media ﾿ 23

2.1.10 Types of Advertising/Media ﾿ 23

2.1.11 History of Selected Noodles Company ﾿ 23

2.2 theoretical framework ﾿ 25

2.2.1 Cognitive Dissonance Theory ﾿ 25

2.2.2 Diffusion of Innovative Theory ﾿ 28

2.3 Empirical Studies ﾿ 32

CHAPTER THREE 

Research Methodology

3.1 Research Design ﾿ 35

3.2 Area of Study ﾿ 35

3.3 Population ﾿ 36

3.4 Sample Size ﾿ 36

3.5 Method of Data Collection ﾿ 37

3.6 Method of Data Analysis ﾿ 37

3.7 Model Specification ﾿ 38

3.8 Validity Research Instrument ﾿ 38

3.9 Reliability Research Instrument ﾿ 39

CHAPTER FOUR 

DATA PRESENTATION AND ANALYSIS

Results and Discussion 

4.1 Most Preferred Brand of Noodles among the Consumers ﾿ 40

4.2 The Advertising Medium that Influence Consumers Most ﾿ 42

4.3 Effect of Word of Mouth Advertising on Consumer Brand Preference ﾿ 43

4.4 Effect of Television, Radio, Newspaper, and Internet 

Adverting on Consumer Brand Preference ﾿ 44

4.5 Effect of Celebrity Endorsement on Consumer Brand Preference ﾿ 46

4.6 Relationship between Advertising and Consumer Brand Preference ﾿ 47

CHAPTER FIVE

Summary, Conclusion, Recommendation

5.1 Summary of Findings ﾿ 49

5.2 Conclusion ﾿ 50

5.3 Recommendation ﾿ 51

REFERENCES 

Appendix