ABSTRACT

Today’s widespread markets make advertising an important part of business, and now businesses have realized the tremendous potential of this form of promotion. It was a result of this that this study was carried out to evaluate advertising as a determinant of customer patronage. The study was carried on 7up bottling company Aba, Abia State. Primary data was obtained by administration of close-ended questionnaire through a field survey. The primary data were analysed using descriptive statistics (cumulative frequency/percentages).One logistic econometric model and two regression models specified for the work were estimated using ordinary least square (OLS) regression technique. The empirical results indicated that: Advertising, compared to other promotion strategy, was revealed to be relatively inexpensive per contact because it has the advantage of reaching mass audience and even inaccessible buyers, It creates awareness by educating buyers on product quality and price, The log odds of a positive and significant in consumer patronage increase with one unit increasing in advertising. It was suggested that; 7up Bottling Company should invest a substantial amount of money on research and development of new advertising strategies for promoting their brands in the market in order to maintain or increase their market share. It is through research that the company can make a breakthrough in discovering new advertising strategies that would be more effective in creating product awareness that is fundamental to influencing customer patronage.

TABLE OF CONTENTS

Title - - - - - - - - - - - i

Certification - - - - - - - - - ii

Approval page - - - - - - - - - iii

Dedication - - - - - - - - - - iv

Acknowledgements - - - - - - - - v

Table of content - - - - - - - - - vi

List of tables - - - - - - - - - vii

Abstract - - - - - - - - - - - viii

CHAPTER ONE

INTRODUCTION - - - - - - - - - 1

1.1 Background to the Study - - - - - - 1

1.2 Statement of the Problem - - - - - - 3

1.3 Objectives of the Study - - - - - - - 4

1.3 Research Questions - - - - - - - 5

1.4 Research Hypotheses - - - - - - - 6

1.5 Significance of the Study - - - - - - 6

1.6 Definitions of terms - - - - - - - 8

CHAPTER TWO

REVIEW OF RELATED LITERATURE - - - - -

CHAPTER THREE

RESEARCH METHODOLOGY - - - - - -

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA - - - -

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION - -

5.1 Summary of Findings - - - - - -

5.2 Conclusion - - - - - - -

5.3 Recommendations - - - - -

REFERENCES

APPENDIX