ABSTRACT

This study examined television advertising and consumer patronage of soft drink in Uyo urban. The population of the study consisted of 436,606 persons. Using Taro Yamane formula, the sample for this study consisted of 400 persons who have acknowledged patronizing soft drink at one point in time. The study employed the use of survey with questionnaire as instrument for data collection. Findings from the study revealed that Uyo urban residents are familiar with television advertising and they purchase their choice of soft drink due to the advertisements on television. However, the advertising message, the price of the product and the use of celebrities are the features that will enhance consumer patronage in television advertising. The findings of this study therefore buttress the need for advertisers to improve purchase of soft drinks by looking at where their competitors are pricing their products and consider selling theirs either for less money or a higher price.

TABLE OF CONTENTS

CHAPTER                                                        TITLE                                 PAGE

                   Title page -           -           -           -           -           -           -           -    -     i

                   Declaration          -           -           -           -           -           -           -           -           -           ii

                   Certification         -           -    -      -           -           -           -           -           iii

                   Dedication            -           -    -      -           -           -           -           -           -           iv

                   Acknowledgements -       -           -           -           -           -           -           v

                   Abstract    -           -    -     -           -           -           -           -           vi

                   Table of Contents             -           -           -           -           -           -           -           -           vii

                   List of Tables       -           -           -           -           -           -           -           x

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study -    -    -            -           -           -           -           -           -           -           -           1

1.2 Statement of the Problem -    -    - -           -           -           -           -           -           -           -           5

1.3 Objectives of the Study     -    -      -           -           -           -           -           -           -           -           -           5

1.4 Research Questions           -    -      -           -           -           -           -           -           -           -           -           -            6

1.5 Justification of the Study  -    -      -           -           -           -           -           -           -           -           -           6

1.6 Delimitation of the Study -    -      -           -           -           -           -           -           -           -           -           8

1.7 Limitations of the Study   -    -      -           -           -           -           -           -           -           -           -           8

1.8 Operational Definition of Terms   -    -      -           -           -           -           -           -           -           8

CHAPTER TWO: REVIEW OF LITERATURE

2.1 Review of Concepts          -           -           -           -           -           -           -           -           -           -           -            10

2.1.1 Concept of Advertising              -           -           -           -           -           -           -           -           -           10

2.1.2 Functions of Advertising                        -           -           -           -           -           -           -           -           -            13

2.1.3 Concept of Television Advertising                    -           -           -           -           -           -           15

2.1.4 Effectiveness of Television Advertising                        -           -           -           -           -           17

2.1.5 Concept of Consumers Patronage                      -           -           -           -           -           -           -           21

2.1.6 Features that Enhances Consumers Patronage

in Television Advertising        -           -           -           -           -           -           -           --          -           22           

2.1.7 Influence of Television Advertising on Consumers Patronage

of Soft Drink   -           -           -           -           -           -           -           -           -           -           -           -            25

2.1.8 Factors that Influence Consumers Patronage of Soft Drink other

than Television Advertising                -           -           -           -           -           -           -           27

2.2 Review of Opinions                      -           -           -           -           -           -           -           -           -           -            31

2.2.1 Consumer Behavior and Television Advertisement                   -           -           -           31

2.2.2 Consumers Brand Switching Behaviours of Soft Drinks          -           -           32       

2.3 Review of Studies             -           -           -           -           -           -           -           -           -           -           34

2.4 Theoretical Framework     -           -           -           -           -           -           -           -           -           -           37

2.4.1 Individual Difference Theory                -           -           -           -           -           -           -           -           37

2.4.2 DAGMAR Theory         -           -           -           -           -           -           -           -           -           -           -            40

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research Technique          -           -           -           -           -           -           -           -           -           -           -            43

3.2 Population of the Study                -           -           -           -           -           -           -           -           -           43

3.3 Sample Size and Sampling Procedure-     -           -           -           -           -           -           -           44

3.4 Description of Research Instrument                      -           -           -           -           -           -           -           46

3.5 Validity of Research Instrument    -           -           -           -           -           -           -           -           47

3.6 Method of Data Collection                        -           -           -           -           -           -           -           -           -            47

3.7 Method of Data Analysis  -           -           -           -           -           -           -           -           -           -           47

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND

DISCUSSION OF FINDINGS

4.1 Data Presentation and Analysis    -           -           -           -           -           -           -           -           49       

4.2 Discussion of Findings     -           -           -           -           -           -           -           -           -           -           56           

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings       -           -           -           -           -           -           -           -           -           -           -            66

5.2 Conclusion                        -           -           -           -           -           -           -           -           -           -           -            -           67

5.3 Recommendations -           -           -           -           -           -           -           -           -           -           -           67           

5.4 Suggestion for Further Studies                 -           -           -           -           -           -           -           -           68

References                  -           -           -           -           -           -           -           -           -           -           -           -            -           69

Appendix       -           -           -           -           -           -           -           -           -           -           -           -           -            -           72       

LIST OF TABLES

Table                                                           Page

I Response on how often respondents watch television         -           -           -                       49       

II Response on how often respondents watch advertisement

on television         -           -           -           -           -           -           -           -           -           -           -           -                        50

III Respondents opinion on what in television advertisement provokes

your purchase of an advertised product   -    -      -           -           -           -       &n