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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