The Effect Of Advertising On Consumer’s Acceptability Of New Product Complete Project Material (PDF/DOC)
This study was carried out on the effect of advertising on consumer’s acceptability of new product using Hero Lager Beer as case study. To achieve this 3 research questions were formulated. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of the dealer, retailers and end users of Hero Lager Beer. In determining the sample size, the researcher purposively selected 120 respondents while 100 respondents were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables and percentage. While the hypothesis were tested using Pearson Correlation and Chi-square statistical too. SPSS v23.
The result of the findings reveals that; the type of advertising used on a product will enhance product acceptance in the industry; Advertising has a very high influence consumer purchases behavior; Traditional media campaign, Seasonal push campaign, Brand awareness campaign and Contest marketing campaign are the types of advertising campaigns/communications that can be used on Hero Lager beer; There is a significant relationships between advertising types and product acceptance.
Based on the findings, it is of the researcher’s opinion that manufacturing and other forms of business organizations should seek the service of a consultant who will exposes them to other essentials of advertising and who will also bring to their notice the most effective form of advertising campaign and the most suitable and effective systems of execution. This is necessary because advertising is one sector of a business organization that sustains the products competitiveness and patronage in the market
- The general objectives of this research is centered on the effect of advertising on consumer acceptance of new product.
- However, other specific objectives are to;
- To ascertain the advertising types that can improve product acceptance in the industry.
- To determine the extent that advertising can influence consumer’s purchase behavior
- To determine the various advertising campaigns and/or communication used on Hero Lager beer
This research “Effect of advertising on consumer acceptance of new product” would attempt to answer the following questions;
- Would the advertising types enhance product acceptance in the industry?
- To what extent can advertising influence consumer purchases behavior?
- What are the various advertising campaigns/communications that can be used on Hero Lager beer?
In the course of conducting this research, the following hypothesis would be formulated’
Ho1: There is no significant relationships between advertising types and product acceptance.
Ho2: Advertising has no significant relationship with consumer purchase behavior.
Ho3: There is no appropriate advertising campaign/communication used on Hero Lager beer
1.0 INTRODUCTION
This chapter introduces the Effect Of Advertising On Consumer’s Acceptability Of New Product and its relevance, states the research problems, research questions, and objectives, provides a background of the study, and should also include the research hypothesis.
2.0 LITERATURE REVIEW
2.1 Introduction
The chapter presents a review of related literature that supports the current research on the Effect Of Advertising On Consumer’s Acceptability Of New Product, systematically identifying documents with relevant analyzed information to help the researcher understand existing knowledge, identify gaps, and outline research strategies, procedures, instruments, and their outcomes…
Summary, Conclusions and Recommendations:
5.1 Introduction
This chapter summarizes the findings into the effect of advertising on consumer’s acceptability of new product using Hero Lager Beer as case study. The chapter consists of summary of the study, conclusions, and recommendations.
5.2 Summary of the Study
In this study, our focus was to examine the effect of advertising on consumer’s acceptability of new product using Hero Lager Beer as case study. The study specifically was aimed at ascertaining the advertising types that can improve product acceptance in the industry; determine the extent that advertising can influence consumer’s purchase behavior; determine the various advertising campaigns and/or communication used on Hero Lager beer.
The study adopted the survey research design and randomly enrolled participants in the study. A total of 100 responses were validated from the enrolled participants where all respondent are active dealer and consumers of Hero Lager Beer.
5.3 Conclusions
Based on the findings of this study, the researcher made the following conclusion.
- The type of advertising used on a product will enhance product acceptance in the industry.
- Advertising has a very high influence consumer purchases behavior.
- Traditional media campaign, Seasonal push campaign, Brand awareness campaign and Contest marketing campaign are the types of advertising campaigns/communications that can be used on Hero Lager beer.
- There is a significant relationships between advertising types and product acceptance.
- Advertising has s significant relationship with consumer purchase behavior.
5.4 Recommendations
Based on the findings of this study, it is of the researcher’s opinion that manufacturing and other forms of business organizations should seek the service of a consultant who will exposes them to other essentials of advertising and who will also bring to their notice the most effective form of advertising campaign and the most suitable and effective systems of execution. This is necessary because advertising is one sector of a business organization that sustains the products competitiveness and patronage in the market.
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