“SHARE-A-COKE” CAMPAIGN AND UNIVERSITY STUDENTS’ PATRONAGE OF COCA-COLA IN AKWA IBOM STATE.

“SHARE-A-COKE” CAMPAIGN AND UNIVERSITY STUDENTS’ PATRONAGE OF COCA-COLA IN AKWA IBOM STATE.

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ABSTRACT

The aim of this study was to determine the extent to which the “Share a Coke” campaign influenced university students’ patronage of Coca-Cola in Akwa Ibom State. The scope of this study was delimited to the students of the four universities in Akwa Ibom State namely; The University of Uyo, Akwa Ibom State University, Obong University and Ritman University. The survey research method was adopted for the study and the questionnaire was the instrument for data collection. A sample size of 400 was chosen for this study, out of which 384 were used for data analyses. Data were analysed using descriptive statistics while the hypotheses raised in this study were tested using the Chi-Square. The findings from this study show that respondents’ awareness level of the “Share a Coke” campaign was high at 69%.  One of the findings also revealed that more than half of the respondents (51.6%) did not find their names on Coke bottles and cans. Based on this, the researcher recommends that the Coca-Cola company needs to make a serious and conscious effort to work with local experts on what names are necessary to accurately represent a region, in case of subsequent campaign of this nature.    

                                                                                                     [199 words]*

TABLE OF CONTENTS

CHAPTER                            TITLE                                                                            PAGE

Cover Page     

Title Page        …        …        …        …        …        …        i

Declaration      …        …        …        …        …        …        ii

Certification    …        …        …        …        …        …        iii

Dedication                  …        …        …        …        …        iv

Acknowledgements    …        …        …        …        …        v

Abstract                      …        …        …        …        …        vi

Table of Contents       …        …        …        …        …        vii

List of Tables              …        ….       …        …        …        x

List of Figures             …        …        …        …        …         xi

List of Appendices     …        …        …        …        …         xii

CHAPTER ONE: INTRODUCTION

1.1              Background of the Study       …        …        …        …        …        …        …        1

1.1.1    “Share a Coke” Campaign      ….       …        …        …        …        …        …        5

1.2              Statement of the Research Problem    …        …        …        …        …        …        7

1.3              Objectives of the Study          …        …        …        …        …        …        …        8

1.4              Research Questions     …        …        …        …        …        …        …        …        9

1.5              Research Hypotheses  …        …        …        …        …        …        …        …        9

1.6              Significance of the Study       …        …        …        …        …        …        …        9

1.7              Delimitation of the Study       …        …        …        …        …        …        …        10

1.8              Limitation of Study                …        …        …        …        ..          …        …        10

1.9              Definition of Key Concepts   …        …        …        …        …        …        …        10

CHAPTER TWO: LITERATURE REVIEW

2.1       Review of Concepts   …        …        …        …        …        …        …        …        12

2.1.1    Consumer Psychology/Consumers’ Purchase Decision          …        …        …        12

2.1.2    Consumer Behaviour and Product Patronage …        …        …        …        …        15

2.2       The Coca-Cola Company: An Overview…    …        …        …        …        …        20

2.3       Review of Opinions    …        …        …        …        …        …        …        …        22

2.3.1    Advertising Campaign and Consumer Patronage of Non Alcoholic Beverages

in Nigeria        …        …        …        …        …        …        …        …        …        22

2.4       Review of Related Studies     …        …        …        …        …        …        …        27

2.5       Theoretical Framework           …        …        …        …        …        …        …        36

2.5.1    Elaboration Likelihood Model            …        …        …        …        …        …        36

2.5.2    Social Learning Theory                       …        …        …        …        …        …        38

CHAPTER THREE: RESEARCH METHODOLOGY

3.1       Research Design         …        …        …        …        …        …        …        …        40

3.2       The Study Area           …        …        …        …        …        …        …        …        41

3.3       Population of Study    …        …        …        …        …        …        …        …        41

3.4       Sample Size     …        …        …        …        …        …        …        …        …        41

3.5       Sampling Procedure    …        …        …        …        …        …        …        …        42

3.6       Description of Research Instrument   …        …        …        …        …        …        42

3.7       Validity of the Research Instrument  …        …        …        …        …        …        43

3.8       Reliability of the Research Instrument           …        …        …        …        …        43

3.9       Method of Data Collection     …        …        …        …        …        …        …        44

3.10     Method of Data Analysis       …        …        …        …        …        …        …        44

3.11     Ethical Issues  …        …        …        …        …        …        …        …        …        45

CHAPTER FOUR:              DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

4.1       Presentation of Data   ……    …        …        …        …        …        …        …        46

4.2       Testing of Research Hypotheses         …        …        …        …        …        …        63

4.2.1    Testing of Hypothesis One                 …        …        …        …        …        …        61

4.2.2    Testing of Hypothesis Two                 …        …        ..          …        …        …        65

4.3       Discussion of Findings                       …        …        …        …        …        …        66

4.3.1    Research Question One                      …        …        …        …        …        …        66

4.3.2    Research Question Two                      …        …        …        …        …        …        67

4.3.3    Research Question Three                    ….       …        …        …        …    &nb




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