ABSTRACT
This study seeks to appraise the role or advertising achieving consumer brand loyalty for beer products with special reference to Nigeria Breweries. Advertising increase market share and the main task of advertising is to communication effectively so as to establish awareness of creating a favorable attitude to stimulate demand for a product or service among potential customers motivating consumer choice of the brand of beer product.
The Nigerian breweries has a staff population of 155 and 2000 customers, sixty five top management staff were selected as the sample size for the staff, 65 questionnaires were distributed and collected immediately for the customers three hundred and thirty three (333) questionnaires were distributed and only three hundred and fifteen (315) were returned.
The presentation analysis and interpretation of data were made using frequency table and percentages chi-square, statistical method is used in testing the hypothesis, it was ascertained that advertising has help Nigerian Breweries achieve increase productivity increase in market share, and bring good customers relations.
TABLE OF CONTENTS
Abstract
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire