ABSTRACT
This research topic “Leadership role in attainment of organizational goals” using Auchi polytechnic, Auchi was carried out by the researcher. Twelve questions were formulated, all derived from a total number of twenty (20) respondents in the organization studied, simple percentage method was used in analyzing the data collected. The study revealed leadership as a tool for the attainment of organizational goals. It also emphasized the importance of effective leadership in organization in spite of economic recession and government policies on the whole. The study revealed the organization adopts the democratic leadership style, where there can be consultative and participative management. Conclusion was drawn and recommendations made. A new awareness was created on the part of management on the need for improvement in quality service delivery which would lead to the attainment of organizational goals.
TABLE OF CONTENTS
Title page i
Certification ii
Dedication iii
Acknowledgement iv
Table of content v
Abstract vii
CHAPTER ONE: INTRODUCTION
- Background of the study 1
- Statement of the problem 2
- Objectives of the study 2
- Research Questions 3
- Statement of the hypothesis 3
- Scope of the study 4
- Significance of the study 5
- Limitations of the study 6
- Operational definition of terms
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction 7
2.2 The meaning of Advertising 7
2.3 Objectives of Advertising 10
2.3.1 Purpose of Advertising 11
2.3.2 Types of Advertising 12
2.3.3 Classification of Advertising 13
2.3.4 Advertising Strategy 14
2.5 Advertising Message 14
2.6 Advertising Budget 15
2.7 Advertising Media 17
2.8 Advertising as a promotional tool 23
2.9 Advertising Agency
2.10 Summary of the chapter
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction 25
3.2 Research Design 25
3.3 Population of the study 25
3.4 Sample/sampling procedure 26
3.5 Instrument for Data Collection 26
3.6 Method of Data Collection 26
3.7 Method of Data Analysis 27
CHPTER FOUR: DATA PRESENTATION, ANALYSIS AND DISCUSSION
4.1 Introduction 28
4.2 Data presentation and interpretation 28
4.3 Data Analysis and Hypothesis testing 35
4.4 Discussion of findings 38
CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION
5.1 Introduction 39
5.2 Summary of the findings 39
5.3 Conclusion 40
5.4 Recommendation 41
References
Appendices
CHAPTER ONE
INTRODUCTION
- Background of the Study
We are in a very dynamic and complex world. The business environment is becoming sophiscated day by day and as such, decision-making is becoming more and more challenging and risky. Business organization are falling due to poor decisions. Investors are losing their money and are unhappy. They are being discouraged and this is quite unhealthy to the economy. In some other instances, organizations are springing up in great numbers; some are successful in the marketing of their products and services, while others are skin akin to the baber’s chair syndrome where all is in motion but no movement, struggling to reach their target audience. Consumers are also faced with the challenge of choice making due to indecisiveness, skepticism, indifference and confusion which are among the key sales killers in business world.
However, the consumer perception challenges is the first and greatest hurdle that advertisers must cross. Perception guides all activities of the consumer from the people he associates with to the products he buys. In the business world, it has always been what people say about a product or service and not what the marketer says. How a consumer perceives each of the different brands in a category, determines which brand he chooses. So many companies spend so much money on advertising, sales promotion, point of purchase displays and other marketing communications only to discover that money people don’t even remember the product or the promotion. On the other hand, whether consumers ultimately purchase the marketer’s brand also depends on whether the promotion and marketing communication variables facilitate purchasing.
Today, it is no longer news that we are in a season of economic anomie. All that could go wrong have been going wrong with the global economies and having ripple effects on our local business environment.
- Statement of the Problem
Advertising is costly often its effect are uncertain and sometimes it takes a while before it makes any impact on consumer’s patronage. It is for these reasons that many companies think it appropriate, occasionally to reduce expenditures on advertising or to entirely eliminate it. On the other hand, some companies sometimes consider it unnecessary to advertise when their brands are already enjoying great success without advertisement. Such behavior implicity fails to consider the fact that advertising is not just a current expense or mere exercise out an investment.
- Objectives of the Study
This study is guided by the following objectives;
- To determine the role of advertisement in consumer patronage
- To measure the extent to which advertisement influence the behavior of consumers of patronage.
- To ascertain if a consumer good can overcome competition without advertisement
- To determine if advertisement increases consumer’s patronage of a particular product to others
- To ascertain which medium of advertisement will make greater impact in advertisement of consumer patronage.
- Research Questions
This study seeks to address the following questions.
- Is advertisement an effective tool in increasing consume’s patronage?
- To what extent do other promotional activities undertaken by the company impact positively on the consumer’s patronmage?
- Can consumer good overcome competition without advertisement?
- Has advertisement improved consumer patronage for the product to other?
- Which medium of advertisement will make greater impact on advertisement of consumers patronage
- Statement of Hypothesis
In this work, effort has been geared towards propounding two hypothesis.
Hypothesis one:
H0: Advertisement is not an effective tool in increasing consumer’s patronage
H1: Advertisement is an effective tool in increasing consumer’s patronage
Hypothesis two:
H0: Consumer’s patronage cannot be influenced by advertisement
H1: Consumers patronage can be influenced by advertisement.
- Significance of the Study
This study will be significant to the following groups;
Before this study, some past studies found that advert had increasing effect on consumer satisfaction; others found that advert hasd negative impact and led to consumer dissatisfaction. No research has ever found why conflicting results were obtained in this area of research. To academics therefore, this work will provide a basic for further research works. To further achieve this, relevant and authentic references have been cited.
The researcher is an advertising practitioner; hence embarking on this work will increase his knowledge of media planning. Above all, this study is designed in partial fulfillment of the requirements for the award of a National Diploma (ND) in marketing, Auchi polytechnic, Auchi.
- Scope of the Study
This study was carried out only in Edo state and the markets within the state apart form few visits made to the company in Ogun state. The study is limited to Mr Biggs fast food restaurant and God is good motors and its patronage. However, efforts were made to identify other competing brands of transportation and restaurant, conclusive reports were drawn for the success of this work.
- Limitations of the Study
This study research is limited to only Mr Biggs fast food restaurant and God is good motors .
Another limitation of this study is that the method of analysis is restricted to simple percentage method of data analysis.
- Operational Definition of Terms
Advertising: it is the structured and composed non-personal communication of information, usually paid for and usually persuasive in nature about products
Consumers: are people who purchase and use goods or services to satisfy particular needs and wants.
Consumer behavior: are those acts of individuals directly involved in obtaining and using economic goods and services
Perception: this refers to the personalized way people sense, interpret and comprehend various stimuli.
Impact: the Oxford Advanced dictionary defines impact as the powerful effect that something has on something or someone.
Market: the set of all actual and potential buyers of a product or service. Kotler and Armstrong (2007:7)
Brand: this is a name, term, symbol, design, mark or a combination of these that identifies the product of a manufacturer or differentiates it from those of competitors
Brand Equity: this refers to the added value endowed to products and services
Brand Promise: is the marketer’s vision of what the brand must be and do for consumers
Brand interest: an individual’s openness or curiosity about a brand.
Brand Awareness: is an issue of whether a brand name comes to mind when consumers think about a particular product category and the ease with which the name is in vogue.
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