THE PLACE OF ADVERTISING IN MOTIVATING CONSUMER BRAND PREFERENCE OF TOOTHPASTE (A CASE STUDY OF CLOSE UP)
ABSTRACT
This research for the place of Advertising in motivating consumer Brand preference of Toothpaste (A case study of Close-Up. Their objectives is to find out if close up is rendering high quality services to the consumers. In order to collect data in the study, the researcher used questionnaires, interviews and observation in collecting data. The data collected was analysed in tables using percentages and frequencies. Hypothesis was also tested using chisquare from data analysis the following findings came up:
(i) Close-up have adequate facilitates competent staffs
(ii) They render high quality services to consumers
(iii) They consider the welfare and satisfaction of customers in running the company.
The major problem confronting close-up is that they don’t have enough transport and storage facilities. Based on the above findings, the researcher recommends that;
i) The provision of adequate warehouse and reservation centres for these entertainments service facilities.
ii) The provision of adequate transportation facilities to help make available these service to the consumers who need them.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Marketing communication are attempts by a firm to influence the behaviour of markets for its product or services. Marketers primary roll on promotional activities that have the sole purpose of information delivering to be customers. in the olden days information were disseminated through the help of the town criers going about with mental and wooden goings spreading price of any information or news to those concerned. As a business activities became complex that people to be informal were relatively many, other devices of disseminating information were sought. According to Wright Etat (1970) “In Greece, during his golden age, public criers were a civic institution. Men were paid to circulate through the streets of the city, advising the citizens of important new and announcing public events, later, during his middle ages, the only available means of advertising excepts signs, was the spoken word”. The signs were used to notify the popular of an important meeting, local politics and place were certain consumer’s products could be found. In that regards W right quoted as saying some trader like painting commercial messages on prominent rock along trade lane, much in the fashion of some preset day activities”. The evolution of a refined form of information from the town crier stage to the replacement of advertisement is a big development. Today, specific information are written, read and heard at definite times for the purpose of informating and persuading the consumers to make some days advertising is made in mass media of communication such as newspaper, magazines, journals, radio, television, motion picture, outdoor posters, skywriting, railway coaches, catalogues, directories and references circulars, give a way and displays.
