The Effect Of Advertising On The Demand For A New Product (a Case Study Of Maria Pure Water)
ABSTRACT
Advertising has been in a existence over some years even before the emergence of these sophiscated elements means of message transmission. Advertising in its earlier form could only be seen from the perspective of either packaging labeling, point of purchase display or even verbal expression about a product or service.
Chapter one of this research work focused on the relevance of advertising for the marketing of the company’s product and the identification of the associated problems, the purpose of this study was also discussed. The relevance of the top, the organization and to the society, the research questions from where the questionnaire was drawn and the scope of the study which is the area that the research work is expected to come.
Chapter two dealt on the literature review. It is the review of relevant literature on advertising and marketing this study. An extensive service was carried out in order to know the different from of advertising that could be used to effectively market’s a company’s new product.
Chapter three focused on the method used in getting information, the population of the study, the sampled used and the instrument of questionnaire construction because the population is large and it was not possible to cover it, then quote sampling techniques and used and the marketing department of the company was as the sample size for the study.
Chapter four dealt on the analysis of data collected from the respondents on some related research questions.
Although divergent was the will of the respondent yet the greater percentage were of the opinion that advertising in effective promote tool for marketing new products.
Chapter five contains the summary of the research study, recommendation and the conclusion based on the conclusion.
Some areas for further studies were also suggested for improvement of the study.
TABLE OF CONTENT
Title page i
Approval page ii
Dedication iii
Acknowledgement iv
Abstract v
Table of Content vi
CHAPTER ONE
INTRODUCTION
1.1 Background of the study 2
1.2 Statement of Problem 3
1.3 Objective of the study 9
1.4 Scope of study 10
1.5 Statement of Research Hypothesis 11
1.6 Research Methodology 11
1.7 Limitation of the study 13
1.8 Significance of study 14
1.9 Definition of Relevant Terms 15
1.10 Background information on Maria Pure Water 17
References 20
CHAPTER TWO
LITERATURE REVIEW
2.1 Concept of New Product 21
2.2 Concept of Marketing 26
2.3 Nature of Marketing 28
2.4 Marketing Media 33
2.5 Concept of Demand 36
2.6 Nature of Demand 37
2.7 Product life cycle concept and consumer 45
References 49
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Research Design 51
3.2 Methodology 51
3.3 Population of study 52
3.4 Sample procedure/size 52
3.5 Instrument for Data Collection 54
3.6 Validation of the Instrument 54
3.7 Reliability of the Instrument 54
3.8 Methods of Data Collection 55
3.9 Method of Data Analysis 55
References 56
CHAPTER FOUR
PRESENTATION AND ANALYSIS OF DATA
4.1 Data presentation and Interpretation 57
4.2 Data Analysis 61
4.3 Test of Hypothesis 63
References 64
CHAPTER FIVE
FINDING, RECOMMENDATION AND CONCLUSION
5.1 Finding 65
5.2 Recommendation 67
5.3 Conclusions 69
5.4 Suggestions for further research 71
Bibliography 72
Appendix I 74
Appendix II 75
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