Professional Documents
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INTRODUCTION
Cadbury Nigeria Plc was incorporated in 1965, the company had only brand to its name:
Pronto and Bournvita, but those were doing well indeed, infact the decision to
incorporated a local Company by Cadbury Fry export, as the oversea company was then
called, was informed partly by excellent result obtained from importing both products for
sales within Nigeria.
Earlier in 1959, the company had begun to hold stocks locally and by 1963 sales had
reached a level where the local packaging of bulk supplies where introduced. Local
manufacturer before sighed decision that was pay off handsomely later. Viewed-from
UK, Nigeria has before and immediately after independence was a rapidly expanding
market with great potential in various filed of industry and commerce.
Some also saw the new nation through the merchant list's viewpoint as available for very
little investment. Cadbury Nig. Plc took off with local manufacturer of Bournvita and
Pronto in 1965 and by 1966 a new factory site was situated at Isheri Road, IkejaLagos.
Before then, expanded production facility at the company's take-off base at Apapa had
brought two other products (Goody Goody and Tomapep) out of the production line.
The Ikeja factory was fast-paced, but it was finished before the Nigeria Civil War brook
out. For a while, the war itself threatened the very foundation of the young company
since over 50% of the total turn over then came from the eastern states, fortunately,
however, Government was place a band on imported finished food, drinks and suddenly
Bournvita and Pronto, the only food drinks then manufactured in Nigeria, had the
available market to themselves.
Sales went through the roof and at least in Naira value terms have not stopped rising
since then except for 'a marginal drop in 1984, that was during the notorious years of
import licenses. Speaking to shareholders on the company's 1984 operations the chairman
Mr. G.O. Onosode had said then, that the pressure on profit margin "came from the need
to substantial qualities from basic raw materials. From local importers in many cases at
prices up to three times those that would have applies, had we been in possession of
adequate licenses and in a position to import direct".
In recent time, "We have ensured a stable future in materials supplies for our company's
food, drinks and confectionery products, and put ourselves in a position where we can
supply other manufacturing enterprises with some of their raw materials needs".
The trebor brand now belongs to the Cadbury Nigeria portfolio of products, a strong
addition to the existing seventeen (17) products with more on the way. The average
number to the person including directors employed by the company during the year 1997
was 1,227 of whom only two are foreigners; while about 300 are senior staff, make up a
work force whose watchword is the pursuit of excellence for them and for the company.
Advertising being one of the marketing tools, it is so persuasive now that it has become a
very vital part of most organizations heritage in promoting their products. To this end,
this study advertisement on consumer behavior.
It has been observed that manufacturers of consumer products are faced with one
problem or the other when making their advertising decisions. There are some factors that
are to be considered in realiazing a good advertising decision.
The practice of "brand"-related advertising can raise serious problems. Often there are
only negligible differences among similar products of different brands, and advertising
may attempt to move people to act on the basis of irrational motives ("brand loyalty,"
status, fashion, "sex appeal," etc.) instead of presenting differences in product quality and
price as bases for rational choice.
Advertising can be tasteful and in conformity with high moral standards, and
occasionally even morally uplifting, but it also can be vulgar and morally degrading.
Frequently it deliberately appeals to such motives as envy, status seeking and lust. Today,
too, some advertisers consciously seek to shock and titillate by exploiting content of a
morbid, perverse, pornographic nature.
On this note, this project tends to provide solutions to how advertisements could be
presented to avoid false / bad interpretation.
The aim of this research is concerned with the impact of advertising on consumer
behavior in Nigeria with the following objectives:
(1) H0: That advertising does not increase product awareness in consumers
(2) H0: That advertising does not help the company in influencing consumer
behavior and gaining more market share.
H1: That advertising helps the company in influencing consumer behavior and gaining
more market share
As advertising has variety of meaning to different group of people especially traced to its
origin, this exercise is strictly restricted to advertising as it affects the consumer behavior.
1.8 LIMITATIONS OF THE STUDY
In the course of conducting this research work it is expected that the following will
constitute impediments to the effective conduct of the study.
Brand Loyalty: It describe the amount of Loyalty that users have to particular product,
the amount of loyalty can range zero to absolute.
Consumer Goods: these are goods that are destined for use (without further processing
by ultimate consumer). It is classified into three major categories: Consumer Goods,
Shipping Goods, specially goods.
Casual Research: these are goods that tell us the factors responsible for the
ineffectiveness of a prevailing situation. The causes and the effect is known through the
casual method of research.
Exploratory Research: this is a research that has already been carried out by someone
but explore information of all sort. it is also referred to as secondary source of
information.
Chapter two, which is the literature review examine the existing literatures on
Advertisement, its genesis, types, impacts to organizations and how it affects consumer
behavior.
Chapter three, which is the structural composition of the study, impact of advertisement
on consumer behavior will be discussed and the methods for this research work will also
be explained in detail.
Chapter four contains data analysis. The data to be analyzed will be obtained from a
structured questionnaire that will be administered to the staff of Cadbury Nigeria Plc.,
Lagos branch. These data will be analyzed through the use of Chi-Square analysis.
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