THE IMPACT OF PRODUCT ADVERTISEMENT ON SALES VOLUME OF COMPANIES

(A CASE STUDY OF NIGERIA BREWERIES PLC 9TH MILE CORNER)

By

Author

Presented To

Department of Marketing

ABSTRACT

This study was carried out by the research to examine and ascertain the role product advertising plays on sales volume of companies.

The study examine the twin problems of inconsistency and inflexibility in the advertising policy of companies

The researcher used the survey research design to execute this study .

The population used by the researcher for this study consisted of all the workers of the Nigeria Breweries Plc at 9^th Nile corner Ngwo in Enugu state.

The researcher used the systematic simple random sample technique to select the sample used for the study.

The research used the yaro yamene’s formulary for sample size determination to determine the sample size for the study.

The researcher used the measurement tool (the questionnaire ) as the major data collection instrument for this study. Out of the 119 questionnaire administered by the research, 112 were returned and analysed

The researcher used tables, figures and percentage to present and interpreted the data they generated for this study while they used the test of hypothesis for sample proportion to test the hypothesis they formulated. The major findings of the study are

I That companies, especially the Nigeria Breweries Plc mostly use the television medium as their major advancing medium

Ii That product advertising has a very high significant impact on the sales volume of companies.

3 That product advertising has a strong effect on the buying decision and loyalty of customers.

The recommendation made by the researcher includes the following

1 That companies should identify and use a particular advertising agent within a given period in order to be consistent with the policy and programme the study includes that products advertising does play a significant role in the sales volume of companies

RESEARCH PROPOSAL

THE ROLE OF PRODUCT ADVERTISING ON SALES VOLUME OF COMPANIES A CASE STUDY OF NIGERIAN BREWERIES PLC.

OBJECTIVES OF THE STUDY

The objective of the study is to examine the major effect and role of product advertising on sales volume.

Other operational objectives of the study will includes the following:

To identify the common form of advertising being used in the brewery industry.

- To identify the common media of advertising being used in the brewery industry.

RESEARCH HYPOTHESIS

The following will be tested in this study by the researcher;

_Ho: Product advertising has no significant role to play in sales volume determination .

Hi: product advertising has a significant role to play in sales volume determination

SIGNIFICANCE OF THE STUDY

- It will help the company’s performance

- Advertising agents will benefit from the information that will be continue in the study

- Other researcher and academicians will benefit from the information content of the study.

- LITERATURE REVIEW

The researcher will visti the company several libraries in Enugu metropolis like institute of library, National Library, state library and so on. The researcher will also collect literature materials to review the related literatures.

SOURCE OF DATA

All the data to be use in achieving the Objectives of the study will be gathered by the researcher form two source namely;

• The primary source and
• The secondary source

POPULATION OF THE STUDY

The population the researcher will use for the study include all the staff of the Nigeria Breviaries Plc working at the brewing plant located at the 9 ^th nile corner Ngwo Enugu state.

METHOD OF DATA COLLECTION INSTRUMENT

The researcher will use data collection instrument called the questionnaire. Because of the nature of the study, questionnaire will be the most suitable research instrument that will ensure that all the relevant data needed to accomplish the objective of the study are to be collected.

METHOD OF DATA ANALYSIS

In analyzing the data to be collected, the researcher will use chart, tables. Figures and percentage in presenting and interpreting the data.

TABLE OF CONTENT

Title page i

Approval page ii

Dedication iii

Acknowledgement iv

Abstract v

Research Proposal vii

Table of contents x

CHAPTER ONE

1.1 Introduction 1

1.2 Statement of problems. 5

1.3 Objectives of the study. 7

1.4 Research Hypothesis 8

1.5 Significance of the study. 9

1.6 Scope of the study. 11

CHAPTER TWO

Literature Review. 12

2.1 Conceptual issues on marketing 12

2.2 Overview/meaning of marketing 17

2.3 Historical Development of Advertising 23

2.4 Relevance of Advertising 27

2.5 Purpose, forms and functions of advertising 28

2.6 Overview of product and its types. 36

2.7 Significance of advertising in product life cycle. 43

2.8 Role of advertising in New product development 48

CHAPTER THREE

3.0 Research Methodology 52

3.1 Sources of data. 52

3.2 Population of the study 53

3.3 Determination of sample size 54

3.4 Sampling procedure 55

3.5 Selection and construction of research instrument 56

3.6 Administration of research instrument 57

3.7 Method of data analysis 58

3.8 Limitation of the study 59

CHAPTER FOUR

4.0 Data Analysis and presentation 62

CHAPTER FIVE

5.0 Summary of findings, recommendation and conclusion. 92

5.1 Summary of findings. 92

5.2 Recommendation 95

5.3 Conclusion 98

Bibliography 100

Appendix 104