THE INFLUENCE OF TELEVISION ADVERTISING ON WOMEN’S PURCHASE OF COOKING SPICES IN ABAKALIKI METROPOLIS: A STUDY OF MAGGI CUBE



 ABSTRACT

This work studied the influence of television advertising on women’s purchase of cooking spices in Abakaliki metropolis, with particular emphasis on Maggi cube. The study was guided by four research questions and objectives. The study adopted a survey method and administered questionnaire to 400 participants out of which 384 were completed and returned.
The chi-square (x2) technique was used to analyze the data generated, and after the analysis, the study found that television has inherent features such as reachability, high quality presentation, demonstration, which attract consumers to the product advertised; television advertising on Maggi cube influences women’s decisions in the purchase of cooking spices in Abakaliki metropolis. Television advertising on Maggi are usually intensified during festivity periods, and these advertisings on Maggi brand dominate other advertisings on the other brands of cooking spices; television advertising on Maggi cube has had direct bearing on the women in Abakaliki metropolis. The study recommends that, among other things, product marketers and manufacturers should embrace advertising as a veritable tool for gaining market shares, and these advertisings should incorporate packages that will have direct bearing on their target audience. In conclusion. 



TABLE OF CONTENTS
Title page…………………………………………………………i
Certification………………………………………………………ii
Dedication ………………………………………………………iii
Acknowledgments ……………………………………………..iv
Table of contents…………………………………………….…vi
List of tables…………………………………………………….ix
Abstract …………………………………………………………x

CHAPTER  ONE
1.0    INTRODUCTION
1.1    Background to the Study …………………………     1
1.2    Statement of the Problem………………………..      10
1.3    Objective of the Study……………………………       12
1.4    Research Question………………………………       13
1.5    Significance of the Study…………………………     14
1.6    Scope of the Study………………………………..      17

CHAPTER TWO
2.0    REVIEW OF RELATED LITERATURE
2.1    Sources of Literature Review …………………….    18
2.2    Empirical Review…………………………………..     18
2.3    Review of Related Literature……………………...    23
2.3.1 Television Advertising and Consumer
Decision-Making Process………………………..      28
2.3.2 Cooking spices market in Nigeria ……………..       32
2.4    Theoretical Framework…………………………        35
2.5    Summary of Reviewed Related Literature……        38

3.0    CHAPTER THREE
RESEARCH METHODOLOGY
3.1    Research Design………………………………           42
3.2    Population of the Study………………………            42
3.3    Sample Size Determination and Sample
Techniques…………………………………..               43
3.4    Instrument for data collection ……………..               44
3.5    Method of data collection …………………..              45
3.5.1 Data Analysis Technique…………………..               45
3.5.2 Sources of Data…………………………….                46

CHAPTER FOUR
4.0    DATA PRESENTATION AND ANALYSIS…….      48

CHAPTER FIVE
5.0    SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1    Summary of Findings…………………………..         68
5.2    Conclusions …………………………………….         70
5.3    Limitations of the Study …………………. ......…      70
5.4    Suggestions for Further Studies …………….          71
5.5    Recommendations…………………………….           72
References……………………………………..           74
Appendixes …………………………………….           77

LIST OF TABLES
Table 1:     What are those major characteristic features in
television advertising which influence
consumer purchase?........................................ 49
Table 2:     What has been the trend of television
advertising and carried out by producers and
marketers of Maggi cube? …………………..… 51
Table 3:     What has been the nature of television
advertising on Maggi cube, which has a direct
bearing on women in Abakaliki metropolis?...... 53
Table 4:     In what ways does television advertising effect
women’s decision in the purchase of cooking
spices, especially Maggi cube, in
 Abakaliki Metropolis?........................................56



THE INFLUENCE OF TELEVISION ADVERTISING ON WOMEN’S PURCHASE OF COOKING SPICES IN ABAKALIKI METROPOLIS: A STUDY OF MAGGI CUBE

A RESEARCH PROJECT SUBMITTED TO THE DEPARTMENT OF MASS COMMUNICATION

FACULTY OF SOCIAL SCIENCES

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF BACHELOR OF SCIENCE (B. Sc) IN MASS COMMUNICATION



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