ABSTRACT

The research investigates the effect of advertising on consumer brand preference for selected noodle products in Abia state, Nigeria. The objective is to examine the effect of word of mouth on consumer brand preference for noodles. The researcher used the taro yahmah sample determination and   primary data were adopted in getting the required information. In testing hypothesis descriptive statistics, regression analysis and correlation coefficients were used for the study. Data were obtained from 390 respondents of the selected noodles product in Aba and Umuhaia. However, the researcher found out that the effect of advertising on consumer brand preference for selected noodle products correlates positively that there is a strong direct relationship with advertising and brand preference. Therefore the researcher concludes that advertising plays major role in influencing consumers brand preference for noodles in the market place. Based on this findings, the researcher recommends that noodle manufacturers should know that there is need for organizations to continuously conduct research to effectively understand the demographical, behavioural and psychographic distributions/characteristics of their present and potential consumers. Also firms should be interested in choosing advertising medium that has a wider coverage and reachability considering the huge financial outlay involved in advertising.  

TABLES OF CONTENT

Tittle page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of Content vii

List of Table x

Abstract xi

CHAPTER ONE

Introduction

1.1 Background of the Study 1

1.2 Statement of the Problem 3

1.3 Objectives of the Study 4

1.4 Research Questions 4

1.5 Research  Hypotheses 5

1.6 Significance of the Study 5

1.7 Scope of the Study 6

1.8 Operational Definition of Terms 7

CHAPTER TWO

Review of Related Literature

2.1 Conceptual Framework 8

2.1.1 Definition of Advertising 8

2.1.2 History of Advertising in Nigeria 9

2.1.3 Advertising and Consumer Behaviour 11

2.1.4 Consumer Preference 13

2.1.5 The Concept of Advertising 13 

2.1.6 Advertising and Promotion 15

2.1.7 Objectives/ Functions of Advertising 16

2.1.8 Benefits/Roles of Advertisement 18

2.1.9 Dimension of Advertising/Media 23

2.1.10 Types of Advertising/Media 23

2.1.11 History of Selected Noodles Company 23

2.2 theoretical framework 25

2.2.1 Cognitive Dissonance Theory 25

2.2.2 Diffusion of Innovative Theory 28

2.3 Empirical Studies 32

CHAPTER THREE 

Research Methodology

3.1 Research Design 35

3.2 Area of Study 35

3.3 Population 36

3.4 Sample Size 36

3.5 Method of Data Collection 37

3.6 Method of Data Analysis 37

3.7 Model Specification 38

3.8 Validity Research Instrument 38

3.9 Reliability Research Instrument 39

CHAPTER FOUR 

DATA PRESENTATION AND ANALYSIS

Results and Discussion 

4.1 Most Preferred Brand of Noodles among the Consumers 40

4.2 The Advertising Medium that Influence Consumers Most 42

4.3 Effect of Word of Mouth Advertising on Consumer Brand Preference 43

4.4 Effect of Television, Radio, Newspaper, and Internet 

Adverting on Consumer Brand Preference 44

4.5 Effect of Celebrity Endorsement on Consumer Brand Preference 46

4.6 Relationship between Advertising and Consumer Brand Preference 47

CHAPTER FIVE

Summary, Conclusion, Recommendation

5.1 Summary of Findings 49

5.2 Conclusion 50

5.3 Recommendation 51

REFERENCES 

Appendix