THE EFFECT OF ADVERTISING ON THE DEMAND FOR A NEW PRODUCT

The Effect Of Advertising On The Demand For A New Product (a Case Study Of Maria Pure Water) 

ABSTRACT

Advertising has been in a existence over some years even before the emergence of these sophiscated elements means of message transmission. Advertising in its earlier form could only be seen from the perspective of either packaging labeling, point of purchase display or even verbal expression about a product or service. 

Chapter one of this research work focused on the relevance of advertising for the marketing of the company’s product and the identification of the associated problems, the purpose of this study was also discussed. The relevance of the top, the organization and to the society, the research questions from where the questionnaire was drawn and the scope of the study which is the area that the research work is expected to come. 

Chapter two dealt on the literature review. It is the review of relevant literature on advertising and marketing this study. An extensive service was carried out in order to know the different from of advertising that could be used to effectively market’s a company’s new product. 

Chapter three focused on the method used in getting information, the population of the study, the sampled used and the instrument of questionnaire construction because the population is large and it was not possible to cover it, then quote sampling techniques and used and the marketing department of the company was as the sample size for the study. 

Chapter four dealt on the analysis of data collected from the respondents on some related research questions. 

Although divergent was the will of the respondent yet the greater percentage were of the opinion that advertising in effective promote tool for marketing new products. 

Chapter five contains the summary of the research study, recommendation and the conclusion based on the conclusion. 

Some areas for further studies were also suggested for improvement of the study. 

TABLE OF CONTENT

Title page  i

Approval page  ii

Dedication  iii

Acknowledgement  iv

Abstract  v

Table of Content vi

CHAPTER ONE

INTRODUCTION  

1.1 Background of the study  2

1.2 Statement of Problem  3

1.3 Objective of the study  9

1.4 Scope of study  10

1.5 Statement of Research Hypothesis  11

1.6 Research Methodology  11

1.7 Limitation of the study   13

1.8 Significance of study  14

1.9 Definition of Relevant Terms  15

1.10 Background information on Maria Pure Water  17

References 20

CHAPTER TWO 

LITERATURE REVIEW  

2.1 Concept of New Product  21

2.2  Concept of Marketing  26

2.3 Nature of Marketing  28

2.4 Marketing Media  33

2.5 Concept of Demand 36

2.6 Nature of Demand  37

2.7 Product life cycle concept and consumer  45

References  49

CHAPTER THREE 

RESEARCH METHODOLOGY 

3.1 Research Design  51

3.2 Methodology  51

3.3 Population of study  52

3.4 Sample procedure/size  52

3.5 Instrument for Data Collection 54

3.6 Validation of the Instrument 54

3.7 Reliability of the Instrument 54

3.8 Methods of Data Collection 55

3.9 Method of Data Analysis  55

References 56

CHAPTER FOUR 

PRESENTATION AND ANALYSIS OF DATA 

4.1 Data presentation and Interpretation 57

4.2 Data Analysis   61

4.3 Test of Hypothesis 63

References  64

CHAPTER FIVE 

FINDING, RECOMMENDATION AND CONCLUSION  

5.1 Finding  65

5.2 Recommendation  67

5.3 Conclusions  69

5.4 Suggestions for further research  71

Bibliography  72

Appendix I  74

Appendix II 75