ABSTRACT
This study was carried out by the research to examine and ascertain the role product advertising plays on sales volume of companies.
The study examine the twin problems of inconsistency and inflexibility in the advertising policy of companies
The researcher used the survey research design to execute this study .
The population used by the researcher for this study consisted of all the workers of the Nigeria Breweries Plc at 9th Nile corner Ngwo in Enugu state.
The researcher used the systematic simple random sample technique to select the sample used for the study.
The research used the yaro yamene’s formulary for sample size determination to determine the sample size for the study.
The researcher used the measurement tool (the questionnaire ) as the major data collection instrument for this study. Out of the 119 questionnaire administered by the research, 112 were returned and analysed
The researcher used tables, figures and percentage to present and interpreted the data they generated for this study while they used the test of hypothesis for sample proportion to test the hypothesis they formulated. The major findings of the study are
1That companies, especially the Nigeria Breweries Plc mostly use the television medium as their major advancing medium
2That product advertising has a very high significant impact on the sales volume of companies.
3 That product advertising has a strong effect on the buying decision and loyalty of customers.
The recommendation made by the researcher includes the following
1 That companies should identify and use a particular advertising agent within a given period in order to be consistent with the policy and programme the study includes that products advertising does play a significant role in the sales volume of companies
RESEARCH PROPOSAL
THE ROLE OF PRODUCT ADVERTISING ON SALES VOLUME OF COMPANIES
A CASE STUDY OF NIGERIA BREWERIES
OBJECTIVES OF THE STUDY
1.To examine the major effect and the role of product advertising on sales volume.
2.To identify the common media of advertising being used in the brewery industry.
3.To identify the common form of advertising being used in the brewery industry. Etc.
Research Hypothesis.
The research will test the following hypothesis in carrying out this study.
1.Ho: Product advertising has no significant role to play in sales volume determination.
Hi; Product advertising has a significant role to play in sales volume determination.
2.Ho: Effective product advertising cannot lead to significant increase in profitability level of a company.
Hi; Effective product advertising can lead to significant increase in profitability level of a company.
SIGNIFICANT OF THE STUDY.
1.It will help the company’s performance.
2.Advertising agents will benefit from the information content of the study.
3. Other researchers and academicians will benefit from the information content f the study.
LITERATURE PREVIEW.
The research will visit the company, several libraries in Enugu metropolis like Institute of Management and Technology, National Library, State Library and so on. The researcher will also collect literature materials to review the related literatures.
SOURCES OF DATA.
All the data to be used in achieving the objectives of this study will be gathered by the researcher from two sources namely;
1.Primary data source and
2.Secondary data source.
POPULATION OF STUDY.
The population to be used by the researcher will comprise all the staff of the Nigeria Breweries Plc work at its brewery plant located at the 9th mile corner, Ngwo, Enugu State.
METHOD OF DATA COLLECTION INSTRUMENT.
The researcher will use data collection instrument data for this study.
METHOD OF DATA ANALYSIS.
In analyzing the data, the researcher will use charts, tables, figures and percentages in presenting and interpreting the data.
DATA PRESENTATION ANALYSIS.
The researcher for the purpose of this study will present and analyze data collected b using some variable like;
Questionnaire Distribution and Analysis and so on.
SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSIONS
Finally the researcher will summarize the major findings of the study, then make recommendation and equally make conclusions based on the findings and recommendation of the study.
TABLE OF CONTENT
Title page
Approval page
Dedication
Acknowledgement
Abstract
Research Proposal
Table of contents
CHAPTER ONE
1.1 Introduction
1.2 Statement of problems
1.3 Objectives of the study
1.4 Research Hypothesis
1.5 Significance of the study
1.6 Scope of the study
CHAPTER TWO.
2.0 Literature Review
2.1 Conceptual issues on marketing
2.2 Overview/meaning of marketing
2.3 Historical Development of Advertising
2.4 Relevance of Advertising
2.5 Purpose, forms and functions of advertising
2.6 Forms of advertising
2.7 Functions of advertising
2.8 Overview of product and its types.
2.9 Significance of advertising in product life cycle.
2.10Role of advertising in New product development
CHAPTER THREE.
3.0 Research Methodology
3.1 Sources of data.
3.2 Population of the study.
3.3 Determination of sample size.
3.4 Sampling procedure.
3.5 Selection and construction of research instrument.
3.6 Administration of research instrument.
3.7 Method of data analysis.
3.8 Limitation of the study.
CHAPTER FOUR.
4.0 Data Analysis and presentation
4.1 Questionnaire distribution and analysis
4.2 Gender composition of the respondents
4.3 Application of product advertising to sales programme of the company
4.4 Forms of product advertising of the company
4.5 media used by the company in advertising its products
4.6 Impact of product advertising on sales volume of the company
4.7 Relevance of product advertising to realization of the company’s expected sales volume.
4.8 Impact of product advertising on the company’s sales target
4.9 Significance of product advertising to profitability of the company.
4.10Effect of product advertising on customer’s loyalty.
4.11Effect of product advertising on customer’s buying decision.
4.12Effect of product advertising on customer's Buying decision
4.13significance of product advertising to easy marketability of the company’s products
4.14testing hypothesis
CHAPTER FIVE
5.0 Summary of findings, recommendation and conclusion.
5.1 Summary of findings.
5.2 Recommendation
5.3 Conclusion
Bibliography
Appendix