THE ROLE OF ADVERTISING ON THE MARKETING OF SUITCASE IN ENUGU METROPOLIS

(A CASE STUDY OF JUMATEX SUITCASE ENUGU)

By

STEPHEN NJOKU AND GROUP MEMBERS

Presented To

Department of Marketing

    This research topic was on the role of advertising in the sales of a new product in Enugu metropolis using maters of Jumatex suitcase
    Some objectives at this studies are:-
1.    To determine the extent customer pushes action of Jumatex suitcase being included by advertising.
2.    To determine the role of advertising in increasing the profitability of the company.
3.    To determine the import of advertising in increasing the sales volume Jumatex suitcase used.
Based on this, a total of 411 questionnaire were prepared, which were administered to a population comprising relevant staff and management of the Jumatex suitcase in Enugu, and customers of the said company, Boulets formular was used for determining the sample size of the customers, which is a 400, while a census of (11) eleven of the staff/management was used.
Fine research question were formulated and validated with relevant answers in the questionnaire.
However, after a critical analysis of the data colleted through questionnaire, the following findings were made.
1.    The advert increasing the sales volume of the company.
2.    That advertising induced the customers to buy.
3.    That advertising enhances the marketing of Jumatex suitcase.
    Based on this finding, the following suggestion/recommendations were made.
1.    That they should make serious effort by using other media of advertising, like television, Newspaper, and suppose more programme in T.V. and Radio.
2.    That advertisement should be made more effective to induce more people to buy by increasing its frequency.  
3.    That comprehensive marketing research study been carried out on the market for suitcase and competitive strength of the competators.

Title Page                                        ii
Approval Page                                    iii
Dedication                                        iv
Acknowledgement                                 v
Abstract                                        vi
Table of Content                                    viii

CHAPTER ONE
1.1    Background of the Study                            1
1.2    Statement of the Problems                        4
1.3    Objectives of the Study                            5
1.4    Research Question                                6
1.5    Significance of the Study                            7
1.6    Scope of the Study                                8
1.7    Definition of Terms                            9

CHAPTER TWO
2.0    Literature Review                                10
2.1    Overview Advertising                            10
2.2    Types of Advertising                            13
2.3    Objectives of Advertising                        17
2.4     Advertising and Media Selection                    24
2.5    Role of Advertising on Business                    26
2.6    Evaluation of Advertising Effectiveness                29
2.7    Impact Advertising on Jumatex Suitcase                33

CHAPTER THREE    
Research methodology                                35
3.1    Source of Data Collection                        35
3.2    Population of the Study                            36
3.3    Determination of Sample Size                        36
3.4    Sample Technique                                37
3.5    Instrument for Data Collection                        38
3.6    Method of Questionnaire Administration and Distribution        38
3.7    Method of data Treatment and Analysis                39
3.8    Limitation of the Study                            40

CHAPTER FOUR                
4.0    Data Presentation Analysis and Interpretation            42
4.1    Data Presentation and Analysis                        42
4.2    Discussion and Interpretation of Results                50

CHAPTER FIVE
5.0    Summary of Finding, Recommendation and Condition        52
5.1    Summary of Findings                            52
5.2    Recommendation                                53
5.3    Conclusion                                    54
Bibliography                                     56
Questionnaire