A STUDY OF ADVERTISEMENT EXPOSURE AND BRAND LOYALTY OF MAGGI SEASONING IN METROPOLITAN LAGOS, NIGERIA
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
ABSTRACT
This study examined the relationship between advertisement exposure and brand loyalty of Maggi seasoning in metropolitan Lagos. Survey and focus group discussion methods were adopted. Multistage sampling techniques were used in selecting 120 respondents (each) in Alimosho, Apapa, Ikeja, Lagos Mainland and Oshodi/Isolo Local Governments. Two focus group discussions were conducted in Festac (Amuwo Odofin) and Akoka (Lagos Mainland) locations. Findings revealed that exposure to Maggi advertisements did not significantly influence brand loyalty in metropolitan Lagos. Findings also showed that product maturity did not significantly influence brand loyalty of Maggi seasoning. There was no significant difference in the level of brand loyalty for a mature product (Maggi) and less established brands (Onga and Suppy). The findings further showed that television is a major source of information on Maggi seasoning advertisements compared to billboards in metropolitan Lagos. Equally, the level of exposure to and audience involvement with the Maggi sponsored television programme “Sokoyokoto” was high among the audience. Majority of the panel discussants in the focus group discussion claimed that they made deliberate effort to watch the programme and learned better ways of preparing delicious meals using Maggi seasoning. Some of the discussants identified with the celebrities and tried to imitate them in using Maggi to prepare various types of delicious food. The findings further showed that there is no significant difference in the exposure to Maggi advertisements among the various age groups. Lastly, the findings showed that level of education was not significant in the level of exposure to Maggi advertisements. Recommendations made include: Advertisers of seasoning brands as well as other convenience products should strengthen their advertising objective especially by increasing the advertising. To keep the voice of the product in the mind of prospects. The weight of repetitive advertising should be sustained to keep the voice of the brand on the mind of both new and old prospects because Top of the Mind Awareness (TOMA) is very strategic for advertisement success of established mature brand to ward off aggressive advertising activities of competitors. The tendency to despair over the recurring findings of limited efforts of advertising should be avoided. Advertising of consumer goods should be treated as investment which should contribute to company’s goals like other investments such as product development. The level of audience exposure, interest and involvement with “Sokoyokoto” cooking programme demonstrates the potency of television as an effective advertising medium. The programme should be sustained and more innovations introduced.
Related Project Materials
AN INVESTIGATION INTO THE FACTORS THAT INFLUENCE STUDENTS MISBEHAVIOUR AND FACTORS THAT DETERMINE QUALITY EDUCATION IN NIGERIA TERTIARY INSTITUTIONS
ABSTRACT
This study was carried out to study the factors that influence students misbehaviour and...
THE IMPACT OF ELECTRONIC BANKING ON COMMERCIAL BANKS OPERATIONS
ABSTRACT
This study was on electronic banking and the purpose of carrying out this research was to assess the impact of...
INTERNATIONAL FINANCIAL REPORTING STANDARDS (IFRS) ADOPTION AND THE VALUE RELEVANCE OF ACCOUNTING INFORMATION IN DEVELOPING COUNTRIES IN SUB-SAHARAN AFRICA
ABSTRACT
The focus of the study was on examining IFRS Adoption and The Value Relevance of Accounting Information in Developing Countries...
ANGLICANISM AND THE CHALLENGES OF SEXUAL ABERRATIONS- THE RESPONSE OF THE CHURCH OF NIGERIA
Background to the Study
Religion has always been the main motivator of morality from the inception of the human society...
IMPACT OF TWITTER BAN ON SECURITY THREATS INFORMATION DISSEMINATION
ABSTRACT:- The broad objective of this study is to examine the impact of twitter ban on security threats inf...
IMPACT OF ACCOUNTABILITY ON PUBLIC SECTOR FINANCIAL MANAGEMENT IN NIGERIA
BACKGROUND OF THE STUDY
Financial management focuses on decision making about the use and management of...
ASSESSMENT OF HAZARDS AND PROSPECTS OF JOURNALISM IN NIGERIA
Background of the Study
Journalism can be described as day-to-day activities or operation of gathering...
SCHOOL FEEDING AND ACADEMIC PERFORMANCE OF PRIMARY SCHOOL PUPILS IN OBIO AKPOR LOCAL GOVERNMENT AREA OF RIVERS STATE
BACKGROUND OF THE STUDY
School feeding is simply the provision of food to children through schools. Acc...
EVALUATION OF AQUEOUS AND METHANOL ROOT EXTRACTS OF CALOTROPIS PROCERA AIT (ASCLEPIADACEAE) FOR ANTI-ASTHMATIC ACTIVITY ON WISTAR RATS AND GUINEA PIG ILEUM
ABSTRACT
Asthma, which affects an estimated 300 million people worldwide, is an incurable health disorder of a major public health concer...
EFFECTIVE WAYS OF CONTROLLING EROSION IN A BUILDING SITE IN SELECTED SITES IN EKWULOBIA ANAMBRA STATE
BACKGROUND OF THE STUDY
The development of soil erosion began when man settled down and started turning pasture la...
