Attitude of Young Mothers Towards Nestle Maggi Cube Advertisements by Blessed Ugochukwu

ABSTRACT

The focus of this study at inception was to evaluate, examine and explain the attitude of young mothers towards the advertisements of Maggi cube. Prior findings on consumers’ attitude towards advertising are mixed due to the dynamics and landscape of the advertising business and advances in technology. Hence the objective of the study was to explore how the adverts of Maggi as a brand has influenced consumers (young mothers) as well as their perception, behavior, interpretation, reaction as it relates to their purchase of the brand. Attitude is varied and has several components as its makeup. The selective influence theory and the hierarchy of effects theory provided the framework of the study. Five research questions were raised to provide scientific bases for the study and findings from the study provided answers to the questions raised. Survey was the research method and the purposive sampling technique was employed for the selection of two hundred respondents drawn from the population as sample for the study. Findings from the study revealed that consumers have a favourable disposition towards advertising which invariably means that advertising of products do have influence on consumers which in turn aid their disposition towards the product. However, it should be noted that disposition could be positive or negative, hence, advertisers should be more consumer sensitive.

 TABLE OF CONTENTS                                                                               PAGES

Cover page                                                                                                                  I          

Title page                                                                                                                    II

Certification                                                                                                                III

Dedication                                                                                                                  IV

Acknowledgment                                                                                                       V

Abstract                                                                                                                      VI

Table of content                                                                                                          VII-VIII

List of table                                                                                                                 IX

CHAPTER ONE

INTRODUCTION   

1.1       Background of the study                                                                                1-2

1.2       Statement of Problem                                                                                     2

1.3       Objectives of the Study                                                                                  3

1.4         Research Questions                                                                                        3-4

1.5       Scope of the Study                                                                                         4

1.6       Significance of Study                                                                                     5-6

1.7       Operational Definitions                                                                                  6

CHAPTER TWO

REVIEW OF LITERATURE

2.1       Introductory Review                                                                                      7

2.2       Theoretical Framework                                                                                   7

2.2.1    Hierarchy of Effects Theory                                                                           7-8

2.2.2    Selective Influence Theory                                                                             8-9

2.3       Conceptual Review                                                                                         9

2.3.1    Attitude                                                                                                          9-13

2.3.2        Advertising                                                                                                     13-17

2.3.3    Attitude towards Advertising                                                                                    18-20

2.3.4    Advertisement and Consumer Behaviour                                                       20-21

2.3.5    Motherhood                                                                                                    21-25

2.3.6    Advertising and the Female Consumer                                                          25-30

2.3.7    Profile of Nestle Nigeria Plc                                                                           30-34

2.4       Empirical Review                                                                                            34-35

2.5       Summary of Literature Review                                                                      36

CHAPTER THREE

METHODOLOGY

3.0       Introduction                                                                                                    37

3.1       Research design                                                                                              37-38

3.2       Population of Study                                                                                        38

3.3       Sample and sampling techniques                                                                    38-39              

3.4       Instrumentation                                                                                               39

3.5.            Reliability and Validity of Instrument                                                           39

3.5.1 Validity of Instrument                                                                                       39 

3.5.2 Reliability of Instrument                                                                                    40

3.6       Data Collection Procedure                                                                              40

3.7       Method of data analysis                                                                                 40-41

CHAPTER FOUR

DATA ANALYSIS AND DISCUSSION OF FINDINGS

4.0       Introduction                                                                                                    42

4.1       Presentation of findings                                                                                  42-52

4.2       Limitations of study                                                                                       52

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.0       Summary                                                                                                         53-55

5.1       Conclusion                                                                                                      55

5.2       Recommendations                                                                                          55-56

5.3       Limitations                                                                                                      57

5.5       Contribution to Knowledge                                                                            57

5.6       Suggestion for Further Study                                                                         57

REFERENCES                                                                                                        58-60