EFFECT OF ADVERTISEMENT ON CONSUMER BRAND PREFERENCE

ABSTRACT: This research work is designed to examine the impact of advertising on consumer brand preference with particular reference to Big Kitchen Nigeria, Port-Harcourt, Nigeria. For the purpose of clarity, this project has been divided into five chapters and the information was gathered through both primary and secondary sources. The introduction was done in chapter one where objective of the study, the statement of the problem, the hypothesis, scope and the significant of the study was done. In chapter two, we reviewed some related literature about the topic. In chapter three, the population of the study, the sample size, method of data collection and the data analysis tool that was used in the research study were discussed. In chapter four, the analysis of data collection by the use of questionnaires and unstructured personal interview was used. The data was analysed using simple percentages and tested hypothesis by the use of chi-square (x2) the summary of the research finding, conclusion and recommendation based on the findings were therefore effective tool in appealing the target market.