THE ROLE OF ADVERTISING ON SUPERMARKET PERFORMANCE (A CASE STUDY OF DESTINY SUPERMARKET OWERRI)
ABSTRACT
This study is an attempt to investigate the role of advertising on destiny supermarket Owerri. It was also carried out to investigate to what extent adverting and sales influence consumers purchase decision. The question that pervades the mind of most people every day remains the same. Can a consumer buy a product more to its advertisement claims than its relatives need? If so low? Consequently, the problem was identified not to be whether advertising and could influence consumer behavior because to some extent. It does rather, the problem was whether advertising by itself can arouse an interest to purchase by the consumer, thus predisposing him to ward the advertising product or service. To probe this problem, an elaborated literature review was carried out, where upona sample of 150 respondents was chosen from within Owerri area to determine the role of advertising on supermarket performance. The sacrificed sampling technique was adopted in their selection. Respondents answer to the questionnaire administered on them formed the dates, which were statistically analyzed using Chi-square to crystallize the finding. Advertising were found to be neither hypnotic nor exactly on their effects even though they generally influence buying behavior. It is hoped that this finding buying would be helpful in furnishing a reliable feed back on consumer reaction to advertised product and the claims made for such product, while highlighting the apparent consequences to advertising agencies of the claims made for products through advertising in the light of these finding.
TABLE OF CONTENT
Title Page i
Approval Page ii
Dedication iii
Acknowledgement iv-v
Abstract vi-vii
Table of Contents viii-x
CHAPTER ONE
Introduction 1
1.1 Background of the study 1-4
1.2 Statement of Problem 4-6
1.3 Objectives of the study 6-7
1.4 Research Question 7-8
1.5 Significance of the study 8-9
1.6 Scope of the study 9-10
1.7 Limitation of the study 10-11
1.8 Definitions of terms 11-14
References 15-16
CHAPTER TWO
Literature review 17
2.1 Introduction 17
2.2 Historical background of advertising 17-19
2.3 Advertising in Nigeria 19-20
2.4 Definition of advertising 20-24
2.5 Purpose of advertising 24-26
2.6 Types of advertising medium available to the supermarket 26-29
2.7 method of budget allocation to advertising 29-31
References 32-34
CHAPTER THREE
Research methodology 35
3.1 Introduction 35-36
3.2 Research design 36
3.3 Population of the study 36-37
3.4 Sampling procedure and techniques 37-38
3.5 Questionnaire design and administration 38-39
3.6 Description of data analysis/techniques 39-40
3.7 Data collection method 40-41
CHAPTER FOUR
Presentation and interpretation of data 42-44
4.1 Presentation and analysis of data 44-45
4.2 Discussion of the findings 45
CHAPTER FIVE
Summary of findings, conclusion and recommendation 46
5.1 Restatement of the problem 46-47
5.2 Summary of findings 47-49
5.3 Conclusion 50
5.4 Implication of the study 50-52
5.5 Recommendations 52-55
Bibliography 56-57
CHAPTER ONE
- INTRODUCTION
Advertising as defined by the committee on definition of the national associated of marketing teacher on the united stated as any paid form of non personal presentation of goods, services or ideas to a group.
Train (1991) defines advertising as the purchase and use of space on newspaper, magazine or outdoor location or the purchase and of time on radio and television by an identified sponsor, for the promotion of goods, services of ideas. Advertising as also activities concerned with marking production(s) and services know to consumers or consumers and creating demand for the products(s) and services(s) (Nkem 2001).
Advertising to the dictionary of business and fiancé. Advertising as any form of paid public announcement or presentation, which is aimed at the promotion or the sales of good and service or at gaining acceptance for any idea or point of view. Sales promption is a marketing communication effort or promotional campaign activity articulated by business forms, carefully planned organized staffed, directed, monitored, controlled and carryout by marketing men and organization, with a view of increasing sales or generating sales activities come under or include free gift price off, discounts sample contests etc, aimed at inducing enticing luring or wooing consumers to make a purchase (Nkem 2001).
One of the most difficult problems facing marketing is that of assessing the effectiveness of their advertising to volume marketers spend millions of naira on advertising yet they do not know much about its impacts many factors influence consumers decision to by or not such factor include advertising the product itself, the package, the warranty and special services as well as word of month communication and price.
In Nigeria many people are averse to advertising consumers who receive a lot of benefit and who could not be better served despite consistent advertising, still do not patronize the good or services consequently advertising practitioners should welcome constructive criticism.
They argued that virtually everybody knows consumers argue that advertising deceives the consumers, raise prices, distorts the market and promotes monopoly. T6hey hold the view also that since our economy is a seller’s one, need for advertising does not exist.
This argument is highly subjective, hence the need for this research. This research work is to make the study so as to check.
- BACKGROUND OF THE STUDY
Destiny supermarket is all well know as supermarket in Owerri.
Destiny supermarket is located at Ikengbu layout Owerri.
It is a well know place in Owerri that has all the verities of commodities, which every body in Owerri know about.
Destiny supermarket is a market that does not sell an expired product. They also sell quality product that does not have limitation every body in Owerri like to shop at destiny supermarket t because of the way they attain their customers.
Destiny supermarket is the one of the registered supermarket and well know in Owerri the supermarket is a long retailing business they sell mostly food and grocery item on the basis of low price wide variety and assortment and heavy emphasis on merchandise displays.
- STATEMENT OF PROBLEM
The role of advertising on supermarket performance (a case study of destiny supermarket) is of high on interest to supermarket on general but purpose a great deal of problem due to its complex nature when trying to apply its tools for increase in awareness and the favorable attitude among customers.
The problem with the role of advertising on supermarket performance in DESTINY SUPERMARKET is that owners of DESTINY SUPERMARKET finds it difficult to say for certain which tools and strategy should be applied so as to create awareness problem gain favor from their customers. That is problem of using suitable tools or media to boast their product to the customer both near and far. What strategy does the supermarket take in making ale cost involved in applying advertising and sales promotion tools is worth spending?
Do advertising and sales supermarket performance in advertising on supermarket? How do advertising on supermarket performance influence the purchasing habit to customers? These are the basic problem or which DESTINY SUPERMARKET dace and such problem needs research work to attain solution.
- OBJECTIVES OF THE STUDY
The study is guided by the following objectives.
- To determine whether the consumers are satisfied with the service they received in the supermarket.
- To find out the acceptability of advertising on supermarket performance as marketing strategies by the supermarket.
- To find out the effect of such influence if any on sales in the supermarket.
- To find out the method of budget allocation to advertising by supermarket.
- To find out the influence of advertising habit of consumers.
- To determine how destiny supermarket adopted these marketing tool in sales.
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THE ROLE OF ADVERTISING ON SUPER MARKET PERFORMANCE (A CASE STUDY OF DESTINY SUPERMARKET OWERRI)
