THE INFLUENCE OF ADVERTISING ON THE MARKETING OF CONSUMER GOODS. (A CASE STUDY OF NESTLE PLC IN LAGOS METROPOLIS)

ABSTRACT On a daily basis, advertising messages are churned out to the general public through the electronic media, print media and outdoor media. The overall objective is to get the general public to be aware of their products, services and ideals. The general public on the other hand is conservative, skeptical and hard to shift from established habits. Some do not even pay attention on commercials on our various media. In the face of all these, the originators of advertising messages spend and/or budget handsomely to get their messages across. This research therefore attempts to bring to attention the influence of advertising to both manufacturers and consumers alike. Nestle foods Plc was used to demonstrate how businesses stand to achieve their corporate objectives through advertising and how consumers’ standard of living is enhanced. Both primary and secondary data were employed in this endeavour. Primary data have been collected through personal interviews and administration of questionnaires while secondary data have been on information sought through readings from Nestle Newsletter, related textbooks, articles in Newspapers and Magazines, seminars and journals. Hypotheses have been formulated to test statistically, our findings. In the final analysis, it has been concluded that, though advertising is relatively new with us, the overwhelming influence on consumers and importance to manufacturers cannot be ignored.  The following hypotheses were formulated and statistically tested at 5% level of significance. The first hypotheses state that: HO. Advertising does not promote sales even if it creates high impact among customers. HI: advertising promotes sales only if it creates high impact among customers. Moreover, the second hypotheses states that: HO: Advertising objectives cannot create awareness even if there is confirms evaluation of different media from time to time. HI: Advertising objectives create awareness among customers. But there should be only a continuous evaluation of the effectiveness of different media from time to time. Furthermore, the researcher was able to make the following findings. (1)Advertising creates awareness and influences purchases of consumer products. (2)That there is relationship between advertising and sales of consumer products (3)Advertising is not only instrumental in building brand image but also nourishes the consuming power of man by creating wants for a better standard of living.   TABLE OF CONTENTS TITLE PAGE--------i CERTIFICATION-------ii DEDICATION--------iii ACKNOWLEDGEMENT-------iv ABSTRACT---------ix TABLE OF CONTENT-------v
CHAPTER ONE:  INTRODUCTION 1.1Background of the study------1 1.2 Statement of problem------2 1.3Objectives of the study------4 1.4Research questions------4 1.5Hypothesis.--------5 1.6The scope and limitations of the study.----5 1.7Profile of Nestle plc-------6 1.8Products of Nestle plc------9 1.9Significance of the study------9
CHAPTER TWO:  LITERATURE REVIEW 2.1 Evolution of Advertising------14 2.2 Nature and Scope of Advertising-----16 2.3 Importance and Role of Advertising-----20 2.4 Classification of Advertisement-----23  2.5 Media Selection-------24 2.5.1 Overall Campaign Objective/Strategy----24 2.5.2 Characteristics of Medium audience----24 2.5.3 Exposure and Attention ------25 2.5.4 Cost Efficiency-------25 2.6 The Marketing Environment - ----26 2.7 The Company’s Micro Environment-----26 2.8 Markets Intermediaries------28 2.9 Nutrition Programme-------29 2.10 Nestle in Community-------30 2.10.1 Nestle and Health-------31 2.10.2 Nestle and Education------33 2.10.3 Nestle and Entertainment------34 2.10.4 Nestle and Sports-------35 References:---------37
CHAPTER THREE:  RESEARCH METHODOLOGY 3.1 Introduction--------39 3.2 Research Design-------39 3.3 Sources of Data Collection------40 3.31 Primary Data--------40 3.32 Secondary Data-------41 3.4 Characteristics of the Population Study----41 3.41 Sampling Design Procedures and Determination of the Sample Size41 3.42 Determination of the Sample Size.-----41 3.43 Questionnaire Designs Distribution and Collection of Responses42 3.5 Procedures for Data Processing-----43 3.6 Limitation of the Methodology.-----43
CHAPTER FOUR:  DATA PRESENTATION AND ANALYSIS 4.1.1 Presentation and Analysis of Data-----44 4.1.2 Responses to ascertain whether customers become aware  of the existence and availability of products through Advertising.-45 4.1.3 Responses as to whether Advertising is necessary.--46 4.1.4 Responses as to users of Nestle Nigerian plc products--46 4.1.5 Responses to the most influential medium---47 4.1.6 Responses according to Manufacture ----47 4.1.7 Responses as to how often the company Advertises.--48 4.1.8 Responses as to product mostly advertised.---49 4.1.9 Responses according to distribution----49 4.10 Electrical Advertising and Purchases----50 4.11 The estimate of Advertising expenditures----50 4.12 Responses as to why the company Advertise.---51 4.2 Presentation and Analysis based on research questions.--51
CHAPTER FIVE:  SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION 5.1 Summary of Findings-------56 5.1.2 Relationship between Advertising and Marketing of  Consumer Goods.-------57 5.2 Recommendations-------57 5.3 Conclusion.--------58 5.4 Recommendation for future Research ----58 Bibliography---------60 APPENDIX A--------63 Questionnaire to the Manufacturers -----63 APPENDIX B--------67 Questionnaire to the Consumers------67