EVALUATION OF ADVERTISING STRATEGIES FOR MARKETING

OF HOME MADE PRODUCTS BY ENTREPRENEURS IN

ABIA STATE, NIGERIA

ACHUGBU NNENNA OGECHI

2018/SD/37245

DEPARTMENT OF BUSINESS EDUCATION

FACULTY OF VOCATIONAL AND TECHNICAL EDUCATION

UNIVERSITY OF NIGERIA, NSUKKA

DECEMBER, 2023

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 TITLE PAGE

EVALUATION OF ADVERTISING STRATEGIES FOR MARKETING OF HOME

MADE PRODUCTS BY ENTREPRENEURS IN ABIA STATE, NIGERIA

ACHUGBU NNENNA OGECHI

2018/SD/37245

A PROJECT SUBMITTED IN PARTIAL FULFUILLMENT OF THE REQUIREMENTS

FOR THE AWARD OF THE BACHELOR OF SCIENCE DEGREE (B.SC) IN BUSINESS
EDUCATION TO THE DEPARTMENT OF BUSINESS EDUCATION, FACULTY OF
VOCATIONAL AND TECHNICAL EDUCATION, UNIVERSITY OF NIGERIA
NSUKKA

SUPERVISOR: DR. H. C. ANORUE

DECEMBER, 2023

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 DECLARATION PAGE

I, Achugbu, Nnenna Ogechi an undergraduate student of the Department of Business

Education, University of Nigeria, Nsukka, with registration number, 2018/SD/37245 do declare
that this project is an original work and has not been submitted in part or full for any Diploma or
Degree in this or any other university.

…………………………………………
ACHUGBU, NNENNA OGECHI
Student

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 APPROVAL PAGE

This project work titled “Evaluation of Advertising Strategies for Marketing of Home Made
Products by Entrepreneurs in Abia State, Nigeria” meets the regulations governing the award of
Bachelor of Science (B.Sc) degree and has been approved for the Department of Business
Education, Faculty of Vocational and Technical Education, University of Nigeria, Nsukka.

___________________________ ________________________
Dr. H. C. Anorue Assoc. Prof. E. O. Ugwoke
Supervisor Head of Department

___________________________ ________________________
External Examiner Internal Examiner

_____________________________
Prof. E.O. Anaele
Dean, Faculty of Vocational and Technical Education

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 DEDICATION

This work is dedicated to the Almighty God, for his infinite mercy.

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 ACKNOWLEDGEMENT

This completion of this work is a source of joy and satisfaction; therefore, to God be the glory.

My profound gratitude goes to my supervisor, Dr. H.C. Anorue, whose constructive guidance, invaluable

advice, and words of encouragement from her academic ideas have led to the successful completion of

this work.

I will not fail to express my indebtedness to my wonderful Rev. Eze Franklyn Nnamdi for his love,

morals, words of encouragement, and financial support, which have been a mirage, and more especially

for the production and completion of this work, and to my siblings, who provided an environment for the

work and the entire family of Okechukwu. I also hold my gratitude and support for my special friends,

course mates, and the rest of them.

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 TABLE OF CONTENTS

Title page i

Declaration page ii

Approval page iii

Dedication iv

Acknowledgement v

Table of contents vi

List of tables ix

CHAPTER ONE

Background of the study 1

Statement of the problem 9

Purpose of the study 10

Research Questions 11

Scope of the study 11

Significance of the study 11

CHAPTER TWO: REVIEW OF RELATED LITERATURE

Conceptual framework 16

Entrepreneur 16

Marketing 18

Advertising 25

Advertising strategy 26

Social media advertising 28

Mobile Advertising 31

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Print Advertising 34

Out-of-Home Advertising 36

Theoretical framework 40

Diffusion of Innovations Theory 40

Social Cognitive Theory 41

Related Empirical Study 41

Summary of Reviewed Literature 56

CHAPTER THREE: METHODOLOGY

Design of Study 58

Area of Study 58

Population of the Study 58

Sampling and Sampling Technique 59

Instrument for Data Collection 59

Validation of Instrument 59

Reliability of Instrument 60

Method of Data Collection 60

Method of Data Analysis 61

CHAPTER FOUR: PRESENTATION AND ANALYSIS OF DATA

Research Question 1 62

Research Question 2 64

Research Question 3 65

Research Question 4 67

Major Findings of the Study 68

Discussion of findings 69

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CHAPTER FIVE: SUMMARY CONCLUSION AND RECOMMENDATION

Restatement of the Problem 71

Procedure used 72

Major Findings of the Study 74

Implication of the Findings 75

Conclusion 76

Recommendation 77

Limitation of the study 78

Suggestions for Further Studies 79

REFERENCES 80

APPENDIX A: Letter of introduction 90

APPENDIX B: Questionnaire 91

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 LIST OF TABLES

Table Page

1: Mean and standard Deviation of responses from respondents on the extent to

which social media advertising is adopted among entrepreneurs in marketing
homemade products in Abia State, Nigeria 62

2: Mean and standard Deviation of responses from respondents on the extent to

which Mobile Advertising is adopted among entrepreneurs in marketing
homemade products in Abia State, Nigeria 64

3: Mean and standard Deviation of responses from respondents on the extent to

which Print Advertising is adopted among entrepreneurs in marketing
homemade products in Abia State, Nigeria 65

4: Mean and standard Deviation of responses from respondents on the extent to

which Out-of-Home Advertising is adopted among entrepreneurs in
marketing homemade products in Abia State, Nigeria 67

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