A REVIEW OF THE IMPACT OF ADVERTISING ON CONSUMER PATRONAGE IN FOOD AND BEVERAGE INDUSTRY (A CASE STUDY ()F NESTLE FOODS PLC KADUNA
A REVIEW OF THE IMPACT OF ADVERTISING ON CONSUMER PATRONAGE IN FOOD AND BEVERAGE INDUSTRY (A CASE STUDY ()F NESTLE FOODS PLC KADUNA
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Date
2014-02-21
Authors
AJIBOLA, ISIAKA A.
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Abstract
This project work is mainly concluded to review the impact of Advertising oil
consumer patronage in hood and Beverage Industry, while Nestle Foods Plc was used
as a case study.
Essentially, a lot of related literature was reviewed so as lo acquire more knowledge
winch served as guide and frame work for analysis and interpretation of the study
Historically survey research methods were used for the study which involve utilization
of documentary, validated questionnaire and personal interviewed as the appropriate
instruments in gathering relevant data for the study. The researcher selected a simple
size of 20 management staff and 100 consumers out of an estimated population of 35
management staff and 1025 consumers respectively. The simple selection was done
using a simple random sampling technique
However, the researcher utilized a simple percentage method of analysis comply
mailing the tabulation of the data for presentation, analysis and integration of data
gathered.
from the presentation, analysis and interpretation of the data gathered, the by
apotheosis already formulated was proved. The working hypothesis which states that
"Advertising has a positive impact on consumer patronage of Nestle food products"
and "Advertising increases consumer patronage, i e, increase sales of Nestle Food produces"
were accepted. Therefore, the respective Null hypothesis were rejected.
Among the findings of the. study is that Maggi cube product was more patronized
than any other products of the company. And that the company's advertising activities
are very effective
However, some shortcomings were observed during the course of the study. And
finally some recommendations were made among which is that the company should
design and implement intensive promotional strategies that embraces the company's
product to enhance positive attributes and image for their products. This is in view of
the stiff competition in the industry.
Description
A PROJECT SUBMITTED TO THE POST-GRADUATE SCHOOL. AHMADU BELL0
UNIVERSITY. ZARIA, IN PARTIAL FULFILLMENT 0FTHE REQUIREMENTS FOR
THE DEGREE OF MASTERS OF BUSINESS ADMINISTRATION (MBA)
DEPARTMENT: BUSINESS ADMINISTRATION
FACULTY: ADMINISTRATION
AHMADU BELLO UNIVERSITY.
ZARIA.
Keywords
REVIEW,, IMPACT,, ADVERTISING,, CONSUMER,, PATRONAGE,, FOOD,, BEVERAGE,, INDUSTRY, (A CASE STUDY ()F NESTLE FOODS PLC KADUNA).