- The Complete Research Material is averagely 50 pages long and it is in Ms Word Format, it has 1-5 Chapters.
- Major Attributes are Abstract, All Chapters, Figures, Appendix, References.
- Study Level: BTech, BSc, BEng, BA, HND, ND or NCE.
- Full Access Fee: ₦6,000
Get the complete project »
CHAPTER ONE
1.0 INTRODUCTION
The main objective of this research is to
identify the effect of consumer perception on advertising message on
buying behavior, a case study of Unilever Nigeria Plc.
This research
was carried out from quantitative perception and utilized in depth
interviews to gather most of the fact. Questionnaires were also used but
it’s finding simply supported data’s collected through interviews. This
research discusses the overall effect of marketing concept on consumer
buying on consumer buying behavior with Unilever Nigeria plc chosen as a
case study
This chapter presents an introduction to the topic and to
the organization, set out the research question and objective,
highlighting background information and explaining the reasons behind
the study. Following introduction, the second chapter review extensive
literature on the topic and other theories which relates or supports the
overall issues being considered.
This chapter two is particularly
relevant on it covers the views from authors and experts, the area
providing invaluable frameworks which outlined and supported the
research subsequent to the second chapter is the consideration of
general research methods God it’s main advantages and disadvantages.
Further,
the third part of the study explains which method were applied
approached were selected. Key information on the chapter includes
explanation of the research diagram, Approach and strategies used.
Chapter
four presents on introduction to the concept of theoretic analysis and
now such approach can be applied to the analysis of quantitative data.
at hand, the section goes on to analyze in details the information
colleted through questionnaires and interviews.
Chapter Five discuss
the main conclusions inline with the literature previously reviewed,
while answering the research question and addressing the objectives.
At the same time, the fifth chapter provides recommendations to the company chosen as a case that is Unilever Nig Plc.
1.1 BACKGROUND OF THE STUDY
Unilever
Nigeria Plc is a contradictory business considering that, although
organization can normally be the target for many criticisms. It
continues to grow interns of sales levels and brand equity.
Furthermore,
Unilever Nig Plc has increased its efforts towards environment and
social causes and is investing even further on training and educating
employees. all these changes the image of the company as a whole
Unilever Nigeria Plc is currently manufactures and distributes many
brands across it’s global network of companies in Europe. Africa and
Asia. Its international policy has focused it’s effort on specific
geographical markets which demonstrate the potential for growth. it
develop relevant high quality and innovative products through having
developed and deep understanding of the needs and aspiration of local
consumers. These are distributed via the class networks that have been
established over its many years of global trading.
1.2 STATEMENT OF THE PROBLEM
The theory of advertising has been
widely studied due to the importation of these concepts to consumer
behaviour and to the overall business performance.
The theoretical of
consumer behaviour is primarily that of behavioral science. It is an
intriguing complex field of enquiry that studies human behavior in the
consumer role.
There is no single theory of human behaviour that is
generally acceptance and perhaps, there will never be yet, we have range
of theories which are capable of improving our ability to protect
behaviour.
The usually accepted discipline of behavioural science
includes anthropology, economics, political science, psychology and
sociology. Although, all these have made important contribution to our
knowledge on how and why people act the way they do, the two that have
provided the most direct assistance to advertisers, sociology and
psychology. The later is the study of human as an individual while the
former is the study of human in relation to the society (Adediran,
1987). Both view points are important and area combined in social
psychology.
Social psychology is concerned with the
inter-relationship between the behavior of individuals the behavior of
social groups and the operation of social organization (Adediran 1987).
The scope of investigation in social psychology include among other, the
dynamic of human behavior, perception, propaganda, public opinion, the
study and measurements of attitude dynamic never create goodwill or
social group. As a matter of fact, many among mentioned areas are vita
to planning of effective advertising. For widest sense advertising is a
branch of social science, it is very important for advertiser to
understand and employ some techniques of social psychology because they
seek so persuasive and influence the action of the society. Study of
appeal requires knowledge of psychology as well as the various buying
motives. The appeal made in advertising may be specifically directed
either to the public in general or to a group of person depending upon
the nature of product or services to be advertised.
The appeal must
be understandable and presented according to the nature of what the
product will serve; complicated reasoning should be avoided because any
advertisement, which is purpose, is generally ineffective. The word
appeal provides the due something that touches the consumer directly
without his having to exercise his mind to find out what the
advertisement tries to communicate to him
The advertisement is not
only to attract and hold the intension of the readers but also to create
an interest and desire to buying in him or acquire about the advertised
article for this appeal to be as much knowledge as possible to human
nature instinct reasons, sentiments, habit, ideal e.t.c are required
Therefore
the advertiser need to study carefully the class of person to whom he
wishes to appeal and obtain a favorable response from them by skillful
use of the fact that advertising must be persuasive, the claim also is
true. In other words, Honesty is the best policy in advertising. Any
advertiser who advertises inferior products and makes false presentation
can never create Goodwill for himself and broadcast by dissatisfied
consumer and high business will automatically decline.
1.3 RESEARCH QUESTIONS
1. What factor prompt consumer buying Habit?
2. How does Unilever Nigeria plc rate their advertisement?
3. What is the effect of advertisement on consumer behaviors?
4. Which of the Unilever product has the highest sales volume?
5. How do consumers perceive Unilever product in Nigeria.
1.4 RESEARCH HYPOTHESIS
Ho. There is not correlation between investment or organization on advertising and all other marketing programmes and sales
Hi. There is correlation between investment or organization on advertising and all other marketing programmes and sales
Ho. Effective advertising programme urge consumers to buy what they do not really need.
Hi. Effective advertising programme urge consumers to buy what they do really need.
1.5 RESEARCH AIMS AND OBJECTIVES
Defining the main objectives of
any research is the first step into developing the structural work,
these objectives will provide an important support to the overall
investigation.
The objectives of this work therefore are:
a. To examine how the company has implemented and carried out its advertising message to the consumers.
b. To know the impact of advertisement on consumer buying behavior.
c. To enable consumers to determine the quality of a product in an advertisement.
d. To enable buyers to create interest in an advertised product.
The
secondary objective of this research work is to carry out a research
work on approved topic by the department in partial fulfillment of the
requirement for the award of Higher National Diploma in Marketing
Management.
1.6 SIGNIFICANCE OF THE STUDY
The significance of the study is
that both the consumer and the organization should know the effect of
advertising, message and the importance or impact of advertisement to
achieve their various aim and objectives. The organization should know
that they are to meat the demand of their consumers through provision of
necessary product at any point in time.
The consumers also should
work forward to derive the best satisfaction from the product which
motivates the consumers to promote the image of the company.
1.7 SCOPE OF THE STUDY
This project will examine the effect of
advertising on buying behavior from consumer’s perspective. The
researcher has decided to find out if the effect of advertising has
really been a useful tool in developing a company and satisfying
consumers.
1.8 LIMITATION OF THE STUDY
This study focuses on understanding
the impact of marketing mix on the survival of business using Nigeria
bottling company, as a case study. To be able to make meaningful
information I must pay day to day visit to the company but with the
present economic situation of the company at large, I found it very
difficult to get transport fare to the company as a result of this I was
unable to pay much visit to the company and other relevant places.
Because of the constraints, its was not possible for one to go carry out
the study of this nature upward of six month would have been required
The
limited time no doubt prevented me from having extensive close views of
relevant document in the company. To some extent, this problem as also
affected the project because the top management of the company refused
to release some of the relevant document which should have aided to
proper completion of this project work fear of disclosing official
secret of confidence within the establishment.
1.9 HISTORICAL BACKGROUND OF THE STUDY
Unilever Nigeria plc, was
incorporated as lever Brothers (West Africa) Ltd on 11th April, 1923 by
Lord Lever hulme, But the company’s antecedents have to be tracked back
to his existing trading interest in Nigeria and West Africa generally,
and to the fact that he had since the 19th century been greatly involve
with soap manufacturing company, and is today one of the oldest
surviving manufacturing organization in Nigeria.
After series of
mergers/ acquisition, the company diversified into manufacturing and
marketing of foods, non stapy detergents and personal care products.
This merger/acquisition brought in Lipton Nigeria Ltd in 1985, chees
rough ponds industries Ltd in 1988. The company changes its name to
Unilever Nigeria pl in 2001 Unilever Nigeria plc is a public Liability
company quoted on the Nigeria stock exchange since 1913 with Nigerians
currently having 49% of equity holdings.
WHY WE STILL SUCCEED
The
Long–term success of this business terms from the strong relationship
with the consumers based on the deep roots in the local cultures and
market, creakiness products that help to feel, look good and get more
out of life and the total commitment of exceptional standards of
performance and endeavor to maintain the highest standard of corporate
behaviour towards our employee, consumers, customers, communities and
operating environment.
Our brands are household favorities and this
because we are so deeply committed to meet the everyday needs of people
everywhere in Nigeria. What is more, our deep roots here combined with
international experience and support, enable consistently develop
brands, which raise the quality of life. It is therefore no surprise
that one would find that all over Nigeria, people are at home with our
brands.
RE – INVENTING OURSELVES.
Unilever as a company has
embarked on a programme of restructuring in a bid to re-energize itself.
Code name Journey to greatness, the vision is re-inventing ourselves so
that we can deliver fully on our promises to our consumers, customers
and investors. In addition, to the company has sharpened its focus by
introducing the vitality mission, which stands to ensure that in all we
do, we are adding vitality to life for everyone.
1.10 DEFINITION OF TERMS
1. Brand: – A type of product manufactured by a company under a particular name.
2. Awareness: – Having knowledge of something
3. Persuasive: – Ability to induce action or belief
4. Dissemination: – Broadcast of an idea or message on a large scale to make it reach a wide audience.
5. Informative: – Is the act of impacting knowledge
6. Perception: – Is the ability to see, hear, or become aware of something through the sense.
7.
Canalization: – Is a measure of the ability of a population to produce
the same phenotype regardless of variability of its environment
8. Detractor: – Means to belittle the worth of something.
9. Consumerism: – Is a social and economic order that encourages the purchase of goods and service
10. Cognitive: – The term is used to describe the feeling of discomfort that result from holding two conflicting beliefs
You either get what you want or your money back. T&C Apply
You can find more project topics easily, just search
-
SIMILAR MASS COMMUNICATION FINAL YEAR PROJECT RESEARCH TOPICS
-
1. OWNERSHIP INFLUENCE AND CHALLENGES OF MEDIA ESTABLISHMENT IN EFFECTIVE DISSEMINATION OF NEWS INFORMATION
» ABSTRACT This project work is mainly based on the theoretical and practical approach of the ownership influence and challenges on media establishment ...Continue Reading »Item Type & Format: Project Material - Ms Word | 51 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
2. PROBLEMS AND PROSPECT OF ONLINE INVESTIGATIVE JOURNALISM IN MASS MEDIA
» CHAPTER ONE 1.0 INTRODUCTION Investigative journalism was described in many ways throughout the afternoon: as “uncovering the hidden”; &ld...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
3. THE ANALYSIS OF NEWS HEADLINES ON HERDSMEN AND FARMER’S CLASHES IN NIGERIA
» CHAPTER ONE GENERAL INTRODUTION 1.0 Background of the study The most basic and most valuable possession of man is language. Language is important in t...Continue Reading »Item Type & Format: Project Material - Ms Word | 49 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
4. LOCAL NEWSPAPERS’ COVERAGE OF CHILD RIGHTS MATTERS IN AKWA IBOM STATE (THE PIONEER, THE INFORMER AND THE NIGERIAN PULSE)
» ABSTRACT This study analysed local newspapers’ coverage of child rights matters in Akwa Ibom State. The specific objectives of the study include to:...Continue Reading »Item Type & Format: Project Material - Ms Word | 62 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
5. NATIONAL NEWSPAPERS’ COVERAGE OF THE CONFLICT BETWEEN HERDERS AND FARMERS IN NIGERIA
» ABSTRACT The media are a major player during periods of conflict by virtue of the influence they can exert on the public’s understanding and percept...Continue Reading »Item Type & Format: Project Material - Ms Word | 123 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
6. THE USE OF PRINT MEDIA AS TOOL FOR PUBLICRELATION PRACTICE (A CASE STUDY OF INTERNATIONAL BREWERIES PLC, ILESA)
» ABSTRACT The concern of this project is the use of print media as tools for Public Relations practice. There are something’s we critically exami...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
7. CUSHIONING THE EFFECT OF CULTISM IN NIGERIA TERTIARY INSTITUTION
» CHAPTER ONE 1.1 INTRODUCTION Cult according to the longman dictionary of contemporary English is the group of people believing in a particular system ...Continue Reading »Item Type & Format: Project Material - Ms Word | 30 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
8. IMPACT OF NTA ENUGU TELEVISION ADVERTISEMENT ON THE MENTAL DEVELOPEMEMENT OF CHILDEREN
» CHAPTER ONE INTRODUCTION 1.1 Background of the Study Television is incorporated within the child‟s experience as it becomes part of the child‟s in...Continue Reading »Item Type & Format: Project Material - Ms Word | 58 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
9. THE USE OF PRINT MEDIA AS TOOL FOR PUBLIC RELATION PRACTICE (A CASE STUDY OF INTERNATIONAL BREWERIES PLC, ILESA)
» CHAPTER ONE 1.0 INTRODUCTION 1.1 BACKGROUND OF THE STUDY In the pursuit for strong and stable relations, most of the public relations practitioners in...Continue Reading »Item Type & Format: Project Material - Ms Word | 58 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
10. THE EFFECT OF TWITTER SOCIAL NETWORKING SITES ON THE BEHAVIOUR OF SECONDARY SCHOOL STUDENTS. A STUDY OF ESSENCE INTERNATIONAL SECONDARY SCHOOL, KADUNA
» CHAPTER ONE: INTRODUCTION 1.0 BACKGROUND TO THE STUDY The internet is a global system of interconnected computers that uses the standard internet prot...Continue Reading »Item Type & Format: Project Material - Ms Word | 75 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT