Analysis Of Purchase Behaviour Of Advertised And Non Advertised Products Among Consumers Of Non Alcoholic Drink Market In Abia State

ABSTRACT

The study was an extension research on analysis of purchase behavior of advertised and non advertised products among consumers in the non alcoholic drinks market in Abia state. The objective of the study were to : ascertain the perception of consumers patronage of advertised and non advertised brands in the study area. Compare respondents perception between advertised and non advertised. Determine the effects of socio-economic characteristics of respondents on the patronage of advertised and non advertised brands in the target market. A well structured questionnaire was used to collect primary data for the study which were analyzed with probit models. The study findings were that gender was significant at 1% and positively influences the choice of advertized and unadvertised product in the study area that educational level was also significant at 1% and positively effect the exposure and effect of the advertizing on the consumer purchase behavior of non alcoholic drinks in Abia State. That the quality perception of the target respondent is also positively at 1% and influence the brand choice of the non alcoholic drink in the study area however the study recommendation are that advertisement of products especially in the consumer market should be encouraged this will help create, not only brand awareness but sales. The use of quality media should be adopted for household consumer goods in the study area. Advertising messages and gimmicks should consider the educational level of the respondent in the study area.  

TABLE OF CONTENTS

Title page ﾿ i 

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgment ﾿ v

Table of content ﾿ vi

List of table ﾿ ix

Abstract ﾿ x

CHAPTER ONE

INTRODUCTION

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ 3

1.3 ﾿ Objectives of the Study ﾿ 6

1.4 ﾿ Research Questions ﾿ 6

1.5 ﾿ Research Hypotheses ﾿ 6

1.6 ﾿ Significance of the Study ﾿ 7

1.7 ﾿ Scope of the study ﾿ 8

1.8    Definition of Terms ﾿ 8

1.9    Limitations of the study ﾿ 8

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1:    Conceptual Framework ﾿ 9

2.1.1 ﾿ Meaning and Concepts of Advertising ﾿ 9

2.1.2 ﾿ Objectives of Advertising ﾿ 12

2.1.3 ﾿ The Role of Advertising ﾿ 15

2.1.4 ﾿ Advertising Budgets and Appropriations ﾿ 16

2.2 ﾿ Theoretical Framework ﾿ 22

2.3 ﾿ Empirical Review ﾿ 23

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 ﾿ Research design ﾿ 25

3.2 ﾿ Area of Study ﾿ 25

3.3 ﾿ Population of the Study ﾿ 26

3.4 ﾿ Sample and Sampling Technique ﾿ 26

3.5 ﾿ Sources of Data Collection ﾿ 26

3.6 ﾿ Method of Data Analysis ﾿ 27

3.7 ﾿ Model Specification ﾿ 27

3.8 ﾿ Validity ﾿ 28

3.9 ﾿ Reliability ﾿ 28

CHAPTER FOUR

RESULTS AND DISCUSSIONS

4.1 ﾿ Socio-economic characteristics of the respondents ﾿ 29

4.2 ﾿ Comparison between consumers’ perception between advertised ﾿ 30

 and non advertised brands 

4.3 ﾿ Effect of socio-economic characteristics on the patronage of ﾿ 31

advertised brands in the study area

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 ﾿ Summary ﾿ 35

5.2   Conclusion and Recommendations ﾿ 35

REFERENCES ﾿ 37

QUESTIONNAIRE ﾿ 41