Television advertising and consumer patronage of soft drinks
Table Of Contents
Chapter ONE
1.1 Introduction1.2 Background of the study
1.3 Problem Statement
1.4 Objective of the study
1.5 Limitation of the study
1.6 Scope of the study
1.7 Significance of the study
1.8 Structure of the research
1.9 Definition of terms
Chapter TWO
2.1 Overview of literature review2.2 Historical perspective
2.3 Theoretical framework
2.4 Conceptual framework
2.5 Impact of television advertising on consumer behavior
2.6 Effectiveness of television advertising
2.7 Consumer patronage of soft drinks
2.8 Importance of branding in soft drink industry
2.9 Advertising strategies in the soft drink industry
2.10 Comparison of different soft drink brands
Chapter THREE
3.1 Research methodology overview3.2 Research design
3.3 Sampling techniques
3.4 Data collection methods
3.5 Data analysis techniques
3.6 Ethical considerations
3.7 Validity and reliability
3.8 Limitations of the research
Chapter FOUR
4.1 Overview of research findings4.2 Analysis of television advertising impact on soft drink consumption
4.3 Comparison of consumer patronage across different soft drink brands
4.4 Consumer preferences and perceptions in the soft drink industry
4.5 Brand loyalty and its relationship with advertising
4.6 Effectiveness of advertising strategies in influencing consumer behavior
4.7 Market trends in the soft drink industry
4.8 Recommendations for soft drink companies
Chapter FIVE
5.1 Conclusion and summary5.2 Recap of key findings
5.3 Implications of the research
5.4 Contributions to the existing knowledge
5.5 Suggestions for future research
Thesis Abstract
This study examined television advertising and consumer patronage of soft drink in Uyo urban. The population of the study consisted of 436,606 persons. Using Taro Yamane formula, the sample for this study consisted of 400 persons who have acknowledged patronizing soft drink at one point in time. The study employed the use of survey with questionnaire as instrument for data collection. Findings from the study revealed that Uyo urban residents are familiar with television advertising and they purchase their choice of soft drink due to the advertisements on television. However, the advertising message, the price of the product and the use of celebrities are the features that will enhance consumer patronage in television advertising. The findings of this study therefore buttress the need for advertisers to improve purchase of soft drinks by looking at where their competitors are pricing their products and consider selling theirs either for less money or a higher price.
Thesis Overview
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