ADVERTISING AND CONSUMER BRAND PREFERENCE
        ABSTRACT
The study focused on Adverting and Consumer Brand Preferences. It also sort to find out The Influence of Advertising on Consumer brand preference in Ugbowo, Benin City.
The research method used for the research work was survey research method and with the aid of questionnaire, data was obtainable from consumers in Ugbowo, Benin City. Convenient Sampling Technique was used in selecting consumers from the research area with a sample size of 50 people. The data was analyzed using Simple Percentage Table and Chi-Square Test.
The study found out that advertising has influence of consumer brand preference. The study recommended that organizations should reduce its price on products, use television in creating awareness to consumers, clear instructions should be given about usage of product/brand and the right media should be used in reaching the consumers etc. if all these are followed there will be efficient and effective use of advertising to the advantage consumers and products/brands.
TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study    -    -    -    -    -    
1.2 Statement of Research Problem     -    -    -    -
1.3 Research Questions    -    -    -    -
1.4 Research Objectives    -    -    -    -    -
1.5 Research Hypothesis    -    -    -    -    
1.6 Significance of the Study    -    -    -
1.7 Scope of the Study    -    -    -    -
1.8 Definition of Terms    -    -    -    -
CHAPTER TWO: LITERATURE REVIEW
2.0 Introduction    -    -    
2.1 Advertising    -    -    -    -    -
2.2 Theoretical Framework    -    -    -    
2.2.1 Hierarchy of Effect Theory    -    -    
2.2.2 Means-end theory    -    -    -    -    
2.2.3 Advertising Communication Models    -    -    -    -
2.3 Types of Advertising    -    -    -    -    
2.4 The Role of Advertising    -    -    -    -    -    
2.5 Methods of Advertising    -    -
2.6 Advertising, Brand Awareness and Consumer Behaviour
2.7 Best Brand Awareness and Management Techniques    -    
2.8 The Features and Objectives of Advertising    -    -
2.8.1 Features of Advertising    -    -    -    -    
2.8.2 Objectives of Advertising    -    -    -    
2.9 Influence of Advertising on Consumer Preference    -
2.9.1 Sherman and Deighton Research    -    -
2.9.2 Deighton and Raj Research    -    -    -    
2.9.3 Vakratsas and Ambler Research    -    -    
2.9.4 Tran and Song Research    -    -    
2.9.5 Chakravarti, Janiszewski and Ulkumen Research    -    
2.9.6 Andrews and Srinivasan Research    -    -    
CHAPTER THREE: RESEARCH METHODOLOGY
3.0 Introduction-    -    -
3.1 Research Design    -    -    -    -
3.2 Population of the Study    -    -    -    -    -
3.3 Sample and sampling technique    -    -    -    -    -
3.4 Instrument of Data Analysis    -    -    -
3.5 Reliability and Validity of Instrument    -    
3.6 Techniques of Data Analysis    -    
CHAPTER FOUR: DATA ANALYSIS AND INTERPRETATION
4.0 Introduction    -    -    -    -    -    -
4.1 Presentation Of Tables-    -    
CHAPTER FIVE: SUMMARY, FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.0    Introduction    -    -    -    -
5.1    Summary    -    -    -    -    -
5.2 Findings    -    -    -    -    
5.3    Conclusion    -    -    -    -
5.4    Recommendation    -    -    -
REFERENCES    -    -    -    -    
APPENDIX 1    -    -    -    -
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
It is a well-known fact that the basic purpose of any advertising firm or company involved in it is to increase sales, and the essence of being in business by any business outfits is to produce for sales and profits. It is important for organizations to engage in programmes that can influence consumer’s decision to purchase its products. The advertiser’s primary mission is to approach target customers and influence their awareness, attitudes and buying behaviour. In order to achieve such a mission, they need to know what makes potential customers behave the way they do.
The advertiser’s goal now is to get enough relevant market data to develop accurate profiles of buyers to find the common group (symbols) for communications. The process of consumer behavior involves: mental and emotional process and the physical activities of people who purchase and use goods and services to satisfy particular need and wants.  
1.2 Statement of Research Problem
Various advertisement are present in the media; television, newspaper, radio and magazines, but one very important question to be asked is if these advertisement have any influence on consumer’s intent to purchase a required brand. If advertisement is not persuading consumers to purchase the required brand (product) then all the resources (money, time and effort) spent on it must have been in vain. Every organization is out to make profit, and to maximize it. This has to do with judicious utilization of available scarce resources. Thus, most organization would want to know ahead of time, the benefit of any intended expenditure before embarking on it. Before spending money on advertisement, the organization wants to know its influence on consumer brand preferences.
1.3 Research Questions
The research questions to be asked are:
Does advertisement have any influence on consumer’s brand preference?
How effective are the advertisement channel for influencing consumer buying behavior?
Does endorsement deal for celebrities affect consumer’s preference?
What are the factors that should be highlighted that encourage the loyalty of consumer’s to a brand?
1.4 Research Objectives
The following are the research objectives of this study:
To examine the influence of advertising on consumer brand preference.
To determine if advertisement channels are effective for influencing consumer buying behaviour.
To examine the impact of endorsement deal for celebrity on consumer brand preference.
To find out factors that encourages brand loyalty amongst consumers.
1.5 Research Hypothesis
The research hypothesis to be looked at is:
Ho: advertisement has no influence on consumer brand preference.
1.6 Significance of the Study
These studies will help organizations appreciate and understand the relevance of advertising. It will help them to structure advertisement they put out for their brand and also to present their brand so that it will be more appealing to consumer’s firms/organizations in order to increase sales and better performances. Since this study shows how advertisement can influence consumer behavior, many firms will be encouraged in using advertisement for marketing their product. When sales and profits start rising due to the impact of advertising, the Nigerian economy will be boosted as more income from tax will be accrued to the government of Nigeria. The data’s and recommendations of this study will be significant in the long run for helping firms to use good advertising strategies and appealing brand designs to facilities for more consumers for their products and services.
1.7Scope of the Study
The study is limited to the influence of advertising on brand preference in UGBOWO, using selected consumers of various beverage brands as a focus point.
1.8 Definition of Terms
Advertisement: Are messages paid for by those who send theme and are intended to inform or influence people who receive them.
Advertising: is a means of communication with the users of a product or service.
Influence: The capacity to have an effect on the character, development or behavior of someone or something or the effect itself.
Media: The main means of mass communication (especially television, radio, newspapers and the internet) regarded collectively.
Consumers: A person who purchases goods and services for personal use.
Product: Anything that can be offered to the market for attention, acquisition and consumption or use that might satisfy a need or want.
Services: A valuable action, deed or effort performed to satisfy a need or to fulfill a demand.
Consumer Behavior: Various stages that a consumer goes through before purchasing any product or service