THE EFFECT OF ADVERTISING ON CONSUMER'S ACCEPTABILITY OF NEW PRODUCT

THE EFFECT OF ADVERTISING ON CONSUMER'S ACCEPTABILITY OF NEW PRODUCT

ABSTRACT

This study was carried out on he effect of advertising on consumer's acceptability of new product using Hero Lager Beer as case study. To achieve this 3 research questions were formulated.  The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of the dealer, retailers and end users of Hero Lager Beer. In determining the sample size, the researcher purposively selected 120 respondents while 100 respondents were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables and percentage. While the hypothesis were tested using Pearson Correlation and Chi-square statistical too. SPSS v23.

The result of the findings reveals that; the type of advertising used on a product will enhance product acceptance in the industry; Advertising has a very high influence consumer purchases behavior; Traditional media campaign, Seasonal push campaign, Brand awareness campaign and Contest marketing campaign are the types of advertising campaigns/communications that can be used on Hero Lager beer; There is a significant relationships between advertising types and product acceptance.

Based on the findings,  it is of the researcher’s opinion that manufacturing and other forms of business organizations should seek the service of a consultant  who will exposes them to other essentials of advertising and who will also bring to their notice the most effective form of advertising campaign and the most suitable and effective systems of execution. This is necessary because advertising is one sector of a business organization that sustains the products competitiveness and patronage in the market

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