AN EXAMINATION OF THE IMPACT OF PEAK MILK ADVERTISEMENTS ON CONSUMER BEHAVIOUR

ABSTRACT: The dairy food market in Nigeria is competitive and is dominated by a few brands. The advent of new brands of Milk in the market makes it pertinent for an old brand like Peak Milk to seek ways of sustaining large market shares and increasing product patronage which is only possible through raising consumer awareness. The broad objective of this study is to examine the influence of peak milk advertisement on consumer behaviour in Lagos, Nigeria.  The study adopted the survey descriptive research design and with the aid of convenience sampling method, the researcher conveniently selected tow hundred and twelve (212) participant from who are diary product consumers in Lagos  State. Self- structure questionnaire was issued to the respondent of which 200 was retrieved and validated for the study. Data was analyzed using simple percentage, Mean and Standard Deviation presented in frequencies and tables. Findings from the study revealed that 2.Peak milk advertisement have a positive effect on consumer buying behavior such that the relative impact of an advert can persuade consumer to buy the milk. The ad can increase peak milk consumer demand in the market. The ad can lead to customers’ repeated consumption and The ad can increase customer preference over other brands. The researcher therefore recommends that for effective advertisement to be ensure, brands target audience must be extensively studied to know their consumption pattern and buying behavior. More so, In other to take full position of the market the peak milk company manager should always try and maintain its strategy and also seek for new ways to pull the market through television and  radio advertising.

 

TABLE OF CONTENT

Title Page

Dedication

 Acknowledgement

Table of Content

 List of Tables

Abstract

 CHAPTER ONE: INTRODUCTION

1. Background of the Study

2. Statement of the Problem

3. Purpose of the Study

4. Research Questions

5. Significance of the Study

6. Scope and Limitation of the Study

7. Organization of the Study

8.  Definition of Operational Terms

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Conceptual Clarification

2.2 Theoretical Framework

CHAPTER THREE: METHODOLOGY

3.1 Preamble  

3.2 Design of the Study

3.3 Population for the Study

3.4 Sample and Sampling Techniques

3.5 Research Instrument

3.6 Validity Reliability of the Instrument

 3.7 Method of data collection

3.8  Data Analysis Technique

CHAPTER FOUR: DATA PRESENTATION ANALYSIS AND DISCUSSION OF FINDINGS

4.1 Introduction

4.2 Descriptive Analysis 

4.3 Discussion of Findings

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary

5.2 Conclusion

5.3 Recommendations