Advertising and consumers brand preference of beverage products in Nigeria (a study of consumers of Bournvita of Cadbury Nigeria plc) Department:Mass Communication By: uzogood4u Project ID: 8116 Rating: (5.0) votes: 1 Price:₦3000 Get the Complete MaterialAbstractThis study explores the impact of advertising on consumer brand preference in the beverage market in Nigeria, focusing specifically on Bournvita, a product of Cadbury Nigeria PLC. The research aims to understand how various advertising strategies influence consumer perceptions, preferences, and purchasing decisions. Using a structured questionnaire, data were collected from 405 respondents who consume Bournvita and other beverage products. The findings indicate that advertising significantly affects brand awareness and consumer loyalty, with television and social media being the most effective channels. Taste, nutritional value, and brand reputation emerged as critical factors influencing consumer preferences. Additionally, the study reveals that promotional activities and advertising campaigns play a crucial role in attracting new customers and retaining existing ones. The implications of these findings suggest that Bournvita should continue to invest in innovative advertising strategies to strengthen its market position. Overall, the study contributes to a deeper understanding of the dynamics between advertising and consumer behavior in the Nigerian beverage industry. ...Preview Download Preview +Other Mass Communication project topics and materials you might be interested in»Impact of social media on students academic performance (a study of students of university of Abuja) »Impact of social media on modern journalism (a study of journalists in Makurdi metropolis) »Impact of information and communication technology (ICT) on radio news reporting (a study of Atlantic FM Uyo) »Perception of cyber crime among Nigerian youths (a study of Caritas university) »The effect of government ownership and control of mass media objectivity reporting (a case study of Enugu state broadcasting services) »Coverage of foreign news by Nigerian newspapers: A content analysis of vanguard and daily sun newspapers»The Effects of Television Commercials on Buying Habits of Enugu Metropolis ( A Case Study of Omo and Elephant Detergents )»Impact of mobile phone on agricultural information among Otukpo farmers»Audience perception of Nigerian newspapers on the internet»Influence of news censorship on the performance of media houses in Nigeria (a study of Nasarawa broadcasting service, Lafia) »Importance of indigenous language in broadcasting media»Influence of television advertising on consumer buying habits of Guinness stout in Ikeja community of Lagos state»Role of communication technology in improving work efficiency of AIT staff (a study of AIT Abuja) »Effect of public relations on the consumer (a case study of premier breweries plc) »The effect of AKBC tv peak milk advertisement on the consumers buying habit