THE ROLE OF ADVERTISING IN MARKETING CONSUMER GOODS: A STUDY OF NATURAL HEALTHY FRUIT DRINK MARKETING WITHIN ABUJA, NIGERIA
NKECHINYERE STEPHANIE CHINEDU-OKORO
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ABSTRACT
Every business is designed to identify, anticipate and satisfy a customer’s need or to render services for profitability. Marketing activities are directed to bring customers close to goods or service suppliers, who can meet their needs but if a business is not made known, the aim of setting it up is defeated. Advertisement is any Mass promotional activities used to inform and persuade customers about a given product. Although it is paid for, it’s benefits to any business cannot be over emphasized. Consumer goods are necessity for man’s survival thus they are on high demand and the role of advertising as a market promotion activity therefore is to implement product flow through the appropriate channels, to act as catalyst in acquainting the customer with the means by which his wants may be satisfied and to induce actions which will benefit the source of communication process.
The rise on demand for healthy drinks lately, have presented the opportunity for its producers to leverage on advertisement to showcase their business thereby maximize profit. The question is if there is a role advertisement plays in the maximization of the opportunity, which demand for healthy natural juice and vegetables present. Also, what medium of advertisement will greatly benefit a healthy juice company or should producers dabble into just any form of advertisement. This study sort to examine the role of advertising, the different media of advertising, the effect of advertising on marketing these consumer goods. It analyzed the views of 98 respondents, staff of 4 reputable Natural healthy drinks and juice companies within the Abuja Metropolis and through statistical analysis was applied using the chi-square and testing the null hypotheses at 0.5 confidence level, the result showed that advertising plays a major role in the marketing and promotion of consumer goods and television is the most converting media of advertisement.
Key words: Advertisement, Attitude, Market Needs, Natural Fruity Juice, Abuja Metropolis, Consumer goods, Marketing.
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