A REVIEW OF THE IMPACT OF ADVERTISING ON CONSUMER PATRONAGE IN FOOD AND BEVERAGE INDUSTRY (A CASE STUDY ()F NESTLE FOODS PLC KADUNA

A REVIEW OF THE IMPACT OF ADVERTISING ON CONSUMER PATRONAGE IN FOOD AND BEVERAGE INDUSTRY (A CASE STUDY ()F NESTLE FOODS PLC KADUNA

Abstract

This project work is mainly concluded to review the impact of Advertising oil consumer patronage in hood and Beverage Industry, while Nestle Foods Plc was used as a case study. Essentially, a lot of related literature was reviewed so as lo acquire more knowledge winch served as guide and frame work for analysis and interpretation of the study Historically survey research methods were used for the study which involve utilization of documentary, validated questionnaire and personal interviewed as the appropriate instruments in gathering relevant data for the study. The researcher selected a simple size of 20 management staff and 100 consumers out of an estimated population of 35 management staff and 1025 consumers respectively. The simple selection was done using a simple random sampling technique However, the researcher utilized a simple percentage method of analysis comply mailing the tabulation of the data for presentation, analysis and integration of data gathered. from the presentation, analysis and interpretation of the data gathered, the by apotheosis already formulated was proved. The working hypothesis which states that “Advertising has a positive impact on consumer patronage of Nestle food products” and “Advertising increases consumer patronage, i e, increase sales of Nestle Food produces” were accepted. Therefore, the respective Null hypothesis were rejected. Among the findings of the. study is that Maggi cube product was more patronized than any other products of the company. And that the company’s advertising activities are very effective However, some shortcomings were observed during the course of the study. And finally some recommendations were made among which is that the company should design and implement intensive promotional strategies that embraces the company’s product to enhance positive attributes and image for their products. This is in view of the stiff competition in the industry.

TABLE OF CONTENT

Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi

CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10

CHAPTER TWO

LITERATURE REVIEW – – – – – – -11

CHAPTER THREE

Research methodology – – – – – – -39
Design of study – – – – – – – -40

CHAPTER FOUR

Presentation, analysis and interpretation of data – -48

CHAPTER FIVE

Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69

A REVIEW OF THE IMPACT OF ADVERTISING ON CONSUMER PATRONAGE IN FOOD AND BEVERAGE INDUSTRY (A CASE STUDY ()F NESTLE FOODS PLC KADUNA