ASSESSING THE USEFULNESS OF MODELS IN ADVERTISING OF CONSUMER PRODUCTS (A CASE STUDY OF NIVEA SOAP)

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ABSTRACT

The project work on the assessing the usefulness of model in advertising of consumers product. The research work shown that usefulness of model advertising has an influence on consumers products and acceptability of a product. It does not only inform but it educate and uses both psychological and sociological appearance in     order to achieve its aims. The literature review of the research work was collected through the primary and secondary source of data collection. Many methods of data collections was employed in order to collect adequate information and analysis, such as research design, population of study, sample size and sampling techniques, measuring instruments, method of data collection and method of data analysis. From the analysis of research findings, it has shown that majority of the respondents believed that advertising have significant and usefulness change on consumers buying behaviour of the Nivea soap. The researcher recommended that since some factors such as price and quality were discovered to the very important in consumers choice of Nivea soap, there is need to emphasize on those factors for advertising the influence consumers.

TABLE OF CONTENTS

TITLE PAGE

APPROVAL PAGE

DEDICATION

ACKNOWLEDGEMENT

ABSTRACT

TABLE OF CONTENT

CHAPTER ONE

• INTRODUCTION
• BACKGROUND OF THE STUDY
• STATEMENT OF THE RESEARCH PROBLEM
• OBJECTIVE OF THE STUDY
• SIGNIFICANCE OF THE STUDY
• RESEARCH QUESTIONS
• RESEARCH HYPOTHESES
• ASSUMPTIONS
• DEFINITION OF TERMS
• LIMITATION OF THE STUDY

CHAPTER TWO

• SOURCES OF LITERATURE
• THE REVIEW

CHAPTER THREE

METHODOLOGY

• RESEARCH METHOD
• RESEARCH DESIGN
• AREA OF STUDY
• POPULATION OF THE STUDY
• DETERMINATION OF SAMPLE SIZE
• MEASURING INSTRUMENT
• METHOD OF DATA COLLECTION
• METHOD of DATA ANALYSIS

CHAPTER FOUR

DATA ANALYSIS AND RESULTS

• DATA ANALYSIS
• DATA ANALYSIS
• TEST OF HYPOTHESIS 3

CHAPTER FIVE

• SUMMARY OF FINDINGS
• CONCLUSION
• RECOMMENDATIONS FOR FURTHER STUDY

REFERENCES

APPENDIX

CHAPTER ONE

1.0  INTRODUCTION

1.1  BACKGROUND OF THE STUDY

Most advertising strategies will agree that creating consumers product is fundamental to both profit seeking companies and non-profit organizations. Indeed creating superior consumers product is a necessary condition for a company securing a niche in a competitive environment, not to mention a leadership position in the advert (Day 1990). According to Porter (1980) a company can follow two generic routes to compete in an advert differentiation and low-cost. Day (1990) maintains that both approaches have the same objective to create superior consumers product, because regardless of which of these routes is emphasized, the effort will fail unless significant consumer products is created (Day, 1990: 163).

Day (1990), addressed the issues in analyzing consumers products and proposed that it can be expressed in a “value equation”. Consumers perceive benefits – consumers perceived cost = perceived customers value” (p.142). Although Day’s approaches to consumer product is basically sound, some detail regarding consumer-customers remains under. Example, the process by industrial consumers in detail, but this is only in principle a part of much more complex process of product valuation by consumers. Hence consumers overall product valuation is still missing in the literature. Such a framework should address the issues of how consumers perceive the benefits and costs of products as well as what possible benefits and costs customers may perceive from products in the market.

In addition, the “product”, has discrepant meanings in the marketing literature, especially between its two areas. Marketing strategy and consumer behaviour, what advertising medium mean by customers “value” is quite different from the meanings of the “consumer value”, discussed in consumer behaviour research (Clowson and Vision 1990). Generally speaking “consumers product purchase at the time of buying, while “consumer values” stress people’s valuation on the consumption or possession of production of products. Actually Days, approach to customers value (Day 1990), by emphasizing the customers perception, indicate a direction in which the two different, but related, concepts “value(s) in advertising discipline might be integrated. The current research work helps accomplish the integration by suggestion a model of consumers value for consumer product.

Advertising is part of the flow of communication and information process, which exposes the consumer to variety of stimulus. It is credited with raising our standard of living, lowering unit costs of mass produced goods providing information and helping new forms enter the market place. It is monitored by the industry of mass media consumer groups and government agencies in an effort to eliminate deceptive and unfair advertisement and commercials. Advertising has become a workhouse that serves many communication needs of society.