EFFECT OFADVERTISING ON CONSUMER BRANDPREFERENCE OF LOCALLY MADE DIAPERS IN ABIA STATE
Abstract
ABSTRACT
Thestudyexaminedthe determinetheeffectof advertisingon consumer brand preferenceoflocallymadediapersin Abiastatewithspecificreferenceto BunnyhugbabydiapersinAbaAbia sate.Thestudy employedrandomsampling techniquesin choosing ninety out ofonehundred 'lventystaffofBunnyhugbabydiapersinAbaAbiaforexamination.The used employedthe use ofsurveydesignanddatawasgottenbyadministeringofanopen-endedquestionnairetothestaffr Bunnyhugbaby diapers inAba Ahia. Their responses helpedtoprovide solutiontothe outlined
....,.oblemsfacingtheeffectofadvertonconsumerbrandpreferenceonlocallymadediapersin
_biastate.Theqnalysistechniquesused inanalysingthedatacollectedwasanalysed bytheuser DescriptiveStatistics(Frequencyand Percentage).Multiple Regression Model was also used1estthehypotheseswithwordstatement.Tablesanddiagramwereusedtoshowthefrequenciesdpercentagesdistributions.Findingsfromthestudyrevealedthatradioadvertisingon hasa
?nificanteffectonconsumerbrandpreferenceoflocallymadediapersinAbiastate,TV
• •ertisinghasasignificanteffectonconsumerbrandpreferenceoflocallymadediapersinAbia
•e,socialmediaadvertisinghasasignificanteffectonconsumerbrandpreferenceoflocally
:lediaperinAhiastate,andnewspaperadvertisinghasasign{ficanteffectonconsumerbrand'erenceoflocallymadediapersin Abiastate.Thusitisrecommendedthat; advertisementof babydiapersshouldincludedemonstratingthebasiccharacteristicsofthe productsuch as
.;uefeaturesoftheproduct,price,andbenefitsthattheconsumerwouldgetbyusingsuch
:!uctsandrepetitivelybroadcast,Theproducersshouldalsobecarefulwhenchoosing theaanditisbettertofocusonMedias that haslight, entertaining andfamily-orientedprogramsnewsandsportchannels.Thisis mainlybecause,choosingappropriatemediumtotransmit ownadvertisementwould helptheproducertogettheproperaudience thatithastargeted.
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