ABSTRACT

This project is focused on the role of advertising in supermarket business performance in Umuahia metropolis with special reference to Capital supermarket The topic was necessitated by the fact that supermarkets sell several goods at a time and advertising might be the most effective promotional tool for them to attract patronage. The research design adopted was descriptive research design’. This design was employed to enable the researcher study events as they existed. The work was guided by 3 research questions and 3 hypotheses. Data gathered were analyzed use the chi-square (X2) statistical summarization techniques. 8 staff of capital supermarkets as well as 369 customers of the business making the sample of 377 were studied and used for the analysis. From the findings made, it was revealed that advertising remains the most effective promo tool for supermarket operators; advertising creates awareness about new products; it helps supermarket operator in influencing patronage. Cost and choice of product to advertise are the greatest challenges of operators. The major recommendation of the study is that since advertising seems to go well with supermarket business, operators of such business should continue to use it to create awareness in order to sustain regular customer.

TABLE OF CONTENTS

Title Page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of Contents vi

List of Tables viii

Abstract ix

CHAPTER ONE

INTRODUCTION

1.1.1 Background of the Study 1

1.2 Statement of Problem 5

1.3 Objectives of the Study             7

1.4 Research Question       7

1.5 Research Hypothesis 8

1.6 Signification of the Study 8

1.7 Scope  of the Study 9

1.8 Limitations of the Study 10

1.9 Definition of  Term 11

CHAPTER REVIEW 

Literature Review

2.1 Overview of Advertising 12

2.2 Purpose of Advertising 14

2.3 Types/ forms of Advertising 15

2.4 Classification of Advertising 17

2.5 Qualities of Advertising 20

2.6 Roles of Advertising 21

2.7 Rules for effective Advertising 22

2.8 Advertising Media 23

2.9 Overview of Sup market 26

2.10 Effect of Advertising on supermarket 27

2.11 Difficulties of using Advertising in super market 28

2.12 Summary of Literature Review 29

CHAPTER THREE

3.0 Brief introduction 31

3.1 Research Design 31

3.2 Area of the Study 32

3.3 Population of the Study 32

3.4 Determination of Sample Size                                                                        33                      

3.5 Method of Data Collection    34             

3.6 Sampling Techniques 35

3.7 Method of Data Analysis and Presentation 35

3.8 Validity and Reliability of Instrument 36

CHAPTER FOUR

Presentation and Analysis of Data

4.1 Data Presentation 37

4.2 Data Analysis 38

4.3   Test of Hypotheses 41

CHAPTER FIVE

Summary of finding, conclusion and Recommendations

5.1 Summary of Findings 46

5.2 Conclusion 47

5.3 Recommendation 48

5.4 Suggestion for Further Studies 50