EFFECTS OF ADVERTISING ON THE PURCHASE OF NOODLES IN ABA, ABIA STATE, NIGERIA (A STUDY OF INDOMIE NOODLES)

ABSTRACT

This study investigated the Effect of Advertising on the Purchase of Noodles in Abia State.  The objectives of the study are to examine how advertising affects consumption of indomie noodles, to examine how media used affect the patronage of indomie noodles and to examine other factors, in relation to advertising, that influence purchase and consumption of indomie noodles.  To achieve the objectives of the study, correlational research design was adopted.  A total of 92 questionnaires were administered to the respondents of which 90 were completely filled and returned which represent 98% of the administered questionnaire.  The researcher adopted booth primary and secondary data in getting the required information.  In testing the hypothesis simple regression analysis was used.  The findings revealed that there is a significant relationship between advertising and the consumption of Indomie noodles in Abia state.  The researcher recommends that firms should increase their adverting budget and make advertising lively for consumers to associate with.  This will definitely have an impact on the sales of Indomie noodles.  The researcher also recommends that Indomie noodles should choose the most effective media for advertising. 

TABLE OF CONTENTS

Title page ﾿

Declaration ﾿

Certification ﾿

Dedication ﾿

Acknowledgement ﾿ v

Table of Contents ﾿ vi

List of Tables ﾿

Abstract ﾿ x

CHAPTER ONE

INTRODUCTION

1.1 ﾿ Background of the Study ﾿

1.2 ﾿ Statement of the Problem ﾿

1.3 ﾿ Objectives of the Study ﾿

1.4 ﾿ Research Questions ﾿

1.5 ﾿ Research Hypothesis ﾿

1.6 ﾿ Significance of the Study ﾿

1.7 ﾿ Scope of the Study ﾿

1.8 ﾿ Limitations of the study ﾿

CHAPTER TWO 

REVIEW OF RELATED LITERATURE 

2.1 ﾿ Conceptual Framework ﾿

2.2 ﾿ Review of Related Literature ﾿ 11

2.2.1 ﾿ Effect of Advertising on Consumption of Indomie Noodles  ﾿ 11

2.2.2 ﾿ Effect of Media on Indomie Patronage ﾿ 12

2.2.3 ﾿ Factors that Influences Consumer Purchase of Indomie ﾿ Situational Factors ﾿ 2.2.4 ﾿ Indomie Noodles Advertising in Nigeria ﾿ 19

2.2.5 ﾿ Steps taken in setting an Advertising Budget ﾿ 20

2.2.6 ﾿ Impact of Advertising ﾿

2.2.7 ﾿ Concepts of Adverting ﾿

2.2.8 ﾿ Sales Performance ﾿

CHAPTER THREE

RESEARCH METHODOLOGY 

3.1 ﾿ Research Design ﾿

3.2 ﾿ Area of the study ﾿

3.3 ﾿ Sources of Data/Method of Collection ﾿ 32

3.4 ﾿ Population of the study ﾿

3.5 ﾿ Sampling Techniques and Sample Size ﾿ 33

3.6 ﾿ Validation of the Research Instrument ﾿ 33

3.7 ﾿ Reliability of the Research Instrument ﾿ 34

3.8 ﾿ Method of Data Analysis ﾿

3.9 ﾿ Model Specification ﾿

CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS 

4.1 ﾿ Data Presentation ﾿

4.2 ﾿ Test of Hypothesis ﾿

4.3 ﾿ Discussion of findings ﾿

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 ﾿ Summary of Findings ﾿

5.2 ﾿ Conclusion ﾿

5.3 ﾿ Recommendations ﾿

References ﾿

Questionnaire