The role of advertising in Motivating Consumer brand preference for Beverages in Enugu Metropolis

(A Case Study of Bournvita of Cadbury Nigeria Plc)



Presented To

Department of Marketing


This research project was designed to investigate the extent to which advertising influence consumers purchase decision on the Bournvita brand. To solve the research problem both primary and secondary data were collected the research instrument used in collecting the data were questionnaire and oral interview. The respondent comprised of the staff and consumers of Bournvita product.

In organizing and presenting data collected table and percentages were used. The various hypothesis were tested using the Chi-square.

Data analysis and interpretation gave the following findings.

1. Consumers choice of beverage brand can be attributed to advertising

2. The quality of a product affects consumers in the choice if their beverage brands.

3. Price is a major factor that influences consumers of beverage products to prefer one brand of beverage to another.

Based on finding the researcher recommends that:

1. The beverage producers should under taker research of raw materials and efficient channel of distribution so as to always offer their products of reasonable qualify and price to consumers.

2. Making intensive and adequate use of promotional mix especially advertising, to make their marketing activities more efficient and effective.

3. Producers of beverage product should identify the factors that are responsible as their brand choice and adopt total products concepts in marketing of their products, father than engaging in costly advertising.

The conclusion is that advertising is an important promotional tool for effective marketing of any mass produced consumer produces in a competitive market environment.


Title Page … … … … … … … i

Approval Page … … … … … … … ii

Dedication … … … … … … … iii

Acknowledgment … … … … … … … iv

Abstract … … … … … … … v

Table of Contents … … … … … … vi



1.1 Background to the study

1.2 Statement of problem

1.3 Objective of the study

1.4 Hypothesis formulation

1.5 Significant of the study

1.6 Scope of the study

1.7 Definition of the terms.





3.1 Sources of Data

3.2 Population of the study

3.3 Sample size Determination

3.4 Sample Technique

3.5 Research instrument used.

3.6 Limitation of the study

3.7 Reliability and Validity Test

3.8 Method of Data Treatment and Analysis



4.1 Presentation and Analysis of data

4.2 Questionnaire, Administration and Responsible Rate

4.3 Test of Hypothesis



5.1 Summary of Findings

5.2 Recommendations

5.3 Conclusions

5.4 Bibliography

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