The Role Of Advertising On Supermarket Business In Umuahia Metropolis (A Study Of Capital Supermarket Umuahia Abia State

ABSTRACT

This project is focused on the role of advertising in supermarket business performance n Umuahia metropolis with special reference to Capital supermarket The topic was necessitated by the fact that supermarkets sell several goods t 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.