The Role of Advertising in Creating Product Awareness: A Case Study of Bamburi Cement Company Limited.

ABSTRACT 

The primary purpose of this study was to find out the role of advertising in creating product awareness: a case study of Bamburi cement Company Limited. The study investigated the role of advertising for Bamburi, in creating product awareness, the advertising technique that the firms used and the levels of awareness on Bamburi company products by the consumers. The study covered the marketing department's staff of Bamburi Cement Company, namely the marketing manager and the sales representatives. Also a sample of the target population was used which consisted the residents of two estates from Mombasa and Eldoret towns. A total of 40 Subjects were used. Data was collected through interviews and issuance of questionnaires. Information was presented in the form of analysis tables whose findings were reinforced by descriptions on their contents for easy analysis and clarifications by the researcher. The results of data analysis showed that Bamburi Cement Company did not have clear policy on advertising, but advertising as a mode of promotion used to reach out to the consumers by the firm was definitely there. Awareness levels by the consumers on the brand name of the company's cements were low and the firm used the product concept to be in the market. In conclusion, the data suggested that the firm did not give an emphasis to advertising in its marketing activities, especially to inform the public about its products. It is recommended that the firm should recreate current advertisements and increase their rate of advertising and the overall shift from the product to the marketing concept to be adopted by the firm.

TABLE OF CONTENTS

Declaration ........................................................................ 1

Dedication ........................................................................ n

Acknowledgment ..................................................................... iii

Abstract ................................................................................. iv

CHAPTER ONE

I :0 Background of the study .................................. : ......................... I

I: 1 Statement of problem ....... · ........................................................ 2

1:2 Research objectives .................................................................. 3

I: 3 Significance of the study ............................................................ 3

I :4 Scope of the study ..................................................................... 3

1 :5 Limitations ............................................................................ 4

I :6 Theoretical frameworks ............................................................. 5

CHAPTER TWO

2:0 LITERATURE REVIEW .............................................................. 6

2: I Introduction ............................................................................... 6

2:2 Background of Bamburi Cement ...................................................... 6

2:3 Historical background of advertising .................................................. 7

2:4 Advertising and the modern world .................................................... 8

2:5 Types of advertising ..................................................................... 9

2:6 The organizations in advertising .. . . .. .. .. .. .. .. . .. .. .. .. . . .. .. .. .. .. .. .. .. .. .. .. .. .. . I 0

2:7 Advetiising agencies in Kenya ........................................................ II

2:7: 1 The international advertising agencies ............................................... 11

2:8 tv!edia selection .......................................................................... 13

2:8: I Types of media .......................................................................... 13

2:8:2 Qualities of a good afueeet ............................................................ 14

2:9 Measuring the effectiveness of advertising .......................................... 15

CHAPTER THREE

3:0 RESEARCH DESIGN AND METHODOLOGY .................................... 17

Introductions ............................................................................... 17

J: I Research design ........................................................................... 17

3:2 Target populations ....................... , ................................................ 17

3:3 Sampling size and sampling techniques ................. : .............................. 18

3:3:1 Table 3.1 sampling size .................................................................. 18

3:3:2 Sampling technique ........................................................................ 18

3:4 Data collection instruments .............................................................. 19

3:4: I Primary Data .............................................................................. 19

3:4:2 Secondary Data ........................................................................... 20

3:4:3 Data collection methods ................................................................. 20

3:4:4 Data Analysis ............................................................................. 20

CHAPTER FOUR

4:0 Data Presentation and Analysis ....................................................... 22

4: I Introduction ............................................................................... 22

4:2 The role of advertising for Bamburi cement limited ................................ 22

4:2: I Monitoring of competitors activities ................................................... 23

4:2:2 Threat of competitors activities ......................................................... 23

4:2:3 Promotional methods in reading consumers ........................................... 24

4:2:4 Advertising as an integral part of the firms market strategies ...................... 24

4:2:5 Which mode of advertising does Bamburi cement company use ................ 24

4:2:6 Feedback concerning advertisements ................................................... 26

4:2:7 Organizational concepts in the Market place ......................................... 26

4:2:8 Preference for a market oriented firm ................................................. 27

4:3 Response from questionnaires given to consumers .................................. 28

4:3:1 Feedback on the introductory part of the questionnaires ............................ 29

5:5 FINDING, CONCLUSION AND RECOMMENDATIONS

5:1 Introduction ........................................................................... 30

5:2 Summary of findings ................................................................. 30

5:3 Findings on interview conducted on Management .............................. 31

5:4 Conclusions ........................................................................... 32

5:5 Recommendations .................................................................... 33