Television advertising and consumer patronage of soft drinks
Table Of Contents
Chapter ONE
1.1 Introduction 1.2 Background of Study
1.3 Problem Statement
1.4 Objective of Study
1.5 Limitation of Study
1.6 Scope of Study
1.7 Significance of Study
1.8 Structure of the Research
1.9 Definition of Terms
Chapter TWO
2.1 Overview of Literature Review 2.2 Theoretical Framework
2.3 Historical Perspectives
2.4 Consumer Behavior Theories
2.5 Impact of Advertising on Consumer Behavior
2.6 Soft Drink Industry Trends
2.7 Advertising Strategies in the Soft Drink Industry
2.8 Consumer Patronage in the Soft Drink Market
2.9 Effects of Branding on Consumer Choices
2.10 Comparative Studies on Consumer Preferences
Chapter THREE
3.1 Research Methodology Overview 3.2 Research Design
3.3 Data Collection Methods
3.4 Sampling Techniques
3.5 Data Analysis Procedures
3.6 Questionnaire Design
3.7 Ethical Considerations
3.8 Limitations of Methodology
Chapter FOUR
4.1 Overview of Findings 4.2 Consumer Perception of Soft Drink Advertising
4.3 Brand Loyalty and Consumer Patronage
4.4 Impact of Marketing Strategies on Consumer Choices
4.5 Comparative Analysis of Soft Drink Brands
4.6 Regional Variances in Consumer Preferences
4.7 Influence of Social Media on Consumer Behavior
4.8 Recommendations for Industry Players
Chapter FIVE
5.1 Conclusion and Summary 5.2 Summary of Findings
5.3 Implications for Future Research
5.4 Practical Applications of Study
5.5 Recommendations for Stakeholders
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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