ROLE OF ADVERTISING ON THE MARKETING OF SUITCASE IN ENUGU METROPOLIS
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ROLE OF ADVERTISING ON THE MARKETING OF SUITCASE IN ENUGU METROPOLIS
ABSTRACT
This research topic focused on the role of advertising in the sales of a new product in Enugu metropolis using Jumatex suitcase materials.
Some objectives of this study are:
1. Determine the amount to which customer action is influenced by advertisement featuring Jumatex suitcases.
2. Determine the role of advertising in boosting the company’s profits.
3. To assess the effectiveness of promotion in raising sales volume, the Jumatex suitcase was employed.
Based on this, a total of 411 questionnaires were prepared and distributed to a population consisting of relevant staff and management of the Jumatex suitcase in Enugu, as well as customers of the said company.
The Boulets formular was used to determine the sample size of the customers, which is 400, and a census of (11) eleven of the staff/management was used.
Fine research questions were created and validated with relevant questionnaire responses.
However, after a rigorous study of the data collected by questionnaire, the following conclusions were reached.
1. The advertisement increased the company’s sales volume.
2. The advertisement persuaded customers to buy.
3. Advertising improves the marketing of Jumatex suitcases.
Based on this discovery, the following suggestions and recommendations were made.
1. That they should make a concerted attempt to use other forms of advertising, such as television, newspapers, and possibly additional programmes on television and radio.
2. Increase the frequency of the advertisement to make it more successful in inducing more people to buy.
3. A complete marketing research study was conducted on the suitcase market and the competitive strengths of the competitors.Chapter one
INTRODUCTION
1.1 Background of the Study
A crucial aspect of management at all levels of responsibility is the ability to transmit advertising, which is a type of external communication.
Behind the advertising cone is information/knowledge about how consumers respond to various methods and how these strategies may alter the image of the organisation and their product.
Advertising is a paid kind of non-personal communication that is communicated to consumers by mass media such as television, radio, newspapers, magazines, direct mail, mass transport vehicles, and door displays (pride and feverall 1985:1987).
Advertising, to some extent, is the most apparent element of the promotional mix, but it also attracts a lot of controversy due to its impact on consumer purchasing decisions.
Persuasion advertising is not easily condemned (Duncan 1974:4). The president and CEO of Avon products remarked that advertising and product positioning are nearly everything (Chuks B. WILRON 1987:8), which supported his point.
Similarly, in any normal curve, there are people who find nothing positive about advertising except that it deceives and cheats consumers. According to Baste, the majority of informative advertising is and has always been a campaign of exaggeration, half truths, planned ambiguities, directed lies, and general deceptions.
Despite these controversies, both emerging and developed countries spend a significant amount of money on advertising each year.
For example, America spends more than twenty million dollars every year on advertising, which accounts for around 96 percent of its GNP. Nigeria, on the other hand, being a developing country, spends approximately 0.016 of its GDP on advertising (Schewe 19812:3).
Countries invest in good advertising strategies to convey a good picture of a country and its product because of the multiple benefits of advertising not only for a product but also for a country’s economy and to improve a country’s strong public relations. These countries balance trade via increasing demand.
To excel above others in a competitive marketing environment, such as the firm market, advertising must be valued.
Manufacturers and manufacturers of goods and services are now aware that advertising can not only inform and persuade, but also seek for profit by increasing market share and sales.
Jumatex Nigeria Limited markets jurnater suitcases, an ideal conceived many years ago, became a reality in 1993.
The company focuses primarily on suitcases. The company’s headquarters are in Lagos, with a branch office in Enugu at Akpugo. The owners are Afolabi Tony Kinsley and Emeka Okorie, while the manager is Mr. Law Bekker Nwamani.
It has a staff of 21. The company has an impact on promotional efforts, including advertising.
With the state of the economy and industry competition, it is vital that Jumatex Nig. Ltd. use advertising to improve its marketing effectiveness. In light of these, the researchers examine the role of advertising in the selling of suitcase Enugu.
1.2 Statement of Problems
There are various types and brands of suitcases on the market that cater to the same market, resulting in competition. As a result, luggage manufacturers’ marketing managers must figure out how to secure adequate demand for their goods in a specific market system.
They must also deal with advertising, devising and implementing the finest marketing plans for their competition, as well as determining how to place their product in the minds of their intended audience.
Aside from that, the marketing manager has the main challenges of determining the best media to advertise their goods in order to fulfil their communication goal, measuring advertising effectiveness, and determining advertising budget.
To what extent has Jumatex’s advertising company contributed to raising awareness of their goods, stimulating and arousing customer behaviour towards the company and its products?
The basic goal of this research is to find answers to these and other related questions.
1.3 Object of the Study
The goal of this study is to determine the extent to which product promotion influences Jumatex suitcase purchase decisions.
The other aims include:
1. To investigate the extent to which advertising contributes to informing, persuading, and influencing customer purchasing decisions for Jumatex suitcases in the Enugu city.
2. Determine the impact of sex, age, education, nationality, and occupation on the use and purchase of Jumatex luggage.
3. Determine the function that advertising plays in boosting the company’s profitability.
4. Determine the amount to which advertising influences Jumatex Suitcase customers’ purchase decisions.
5. Determine the extent to which advertising has increased product awareness.
6. To determine whether advertising generates client interest in the goods.
7. To see if advertising generates client interest in the product.
8. To see if advertising generates client interest in their items.
1.4 RESEARCH QUESTION.
i. Does Jumatex advertising in Enugu metropolis result in increased customer traffic?
ii. Does Jumatex advertising in the Enugu metropolitan boost the company’s profitability?
iii. Are consumers in the Enugu metropolitan aware of Jumatex suitcases through advertising?
iv. Does Jumatex’s advertising typically increase the selling of Jumatex suitcases in Enugu metropolis?
1.5 Significance of the Study
This research focuses on an in-depth examination of the advertising approaches and strategies used in the marketing of Jumatex suitcases.
The significance of this study stems from the fact that its findings will be extremely useful in resolving the economic problem caused by suitcase manufacturers’ lack of or inadequate promotion.
As a result, the research team believes that the findings of this investigation will benefit Jumatex Suitcase producers by concentrating their attention on the impact of advertising on consumer purchasing decisions.
Also, to help the organisation understand the tactics involved in advertising and the importance of budgeting a suitable amount of money for efficient advertising.
The reader will find the study extremely useful not only as a source for the literature evaluation, but also as a foundation for future studies.
The consumer will be better aware about the product’s features and will find it more useful.
The researcher will receive valuable experience from the job, which will help them write their HND project.
1.6 Scope of the Study
This study was conducted to investigate the impact of advertising on the marketing of Jumatex Suitcases in Nigeria.
However, due to limited resources, a special emphasis was placed on the Enugu metropolis.
Nonetheless, the researchers hoped that the study’s findings will be applied to other parts of the country in the future. Some justified and essential alterations have been made.
1.7 Definition of Terms
i. Promotion: Is the marketing communication action intended to inform, remind, and encourage individuals to accept, resell, promote, or employ a product, service, or institution?
ii. Marketing: Marketing is a human activity aimed at satisfying needs and desires through an exchange process.
iv. Advertising: Any form of non-personal communication with an identified sponsor.
iv. Advertising Medium (Plural Media): Refers to the medium via which an advertising message is conveyed to the target audience, such as radio, television, newspapers, and magazines.
v. Brand: A name, term, symbol, or design, or a combination of these, used to identify and differentiate the goods or services of one seller or group of sellers from those of competitors.
vi. Respondent: Person who answers or provides responses to research inquiries.
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