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.
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
Blessed, U (2018). Attitude of Young Mothers Towards Nestle Maggi Cube Advertisements by Blessed Ugochukwu. Afribary.com: Retrieved March 07, 2021, from https://afribary.com/works/attitude-of-young-mothers-towards-nestle-maggi-cube-advertisements-by-blessed-ugochukwu
Ugochukwu, Blessed. "Attitude of Young Mothers Towards Nestle Maggi Cube Advertisements by Blessed Ugochukwu" Afribary.com. Afribary.com, 21 Dec. 2018, https://afribary.com/works/attitude-of-young-mothers-towards-nestle-maggi-cube-advertisements-by-blessed-ugochukwu . Accessed 07 Mar. 2021.
Ugochukwu, Blessed. "Attitude of Young Mothers Towards Nestle Maggi Cube Advertisements by Blessed Ugochukwu". Afribary.com, Afribary.com, 21 Dec. 2018. Web. 07 Mar. 2021. < https://afribary.com/works/attitude-of-young-mothers-towards-nestle-maggi-cube-advertisements-by-blessed-ugochukwu >.
Ugochukwu, Blessed. "Attitude of Young Mothers Towards Nestle Maggi Cube Advertisements by Blessed Ugochukwu" Afribary.com (2018). Accessed March 07, 2021. https://afribary.com/works/attitude-of-young-mothers-towards-nestle-maggi-cube-advertisements-by-blessed-ugochukwu