TI

TLEPAGE

THEI
MPACTOFPRODUCTPOSI
TIONONORGANI
ZATI
ONGROWTH
(
ACASESTUDYOFNI
GERI
ABOTTLI
NGCOMPANY,
IDU,
ABUJA)

BY:

OGARFIDELIAOGEYI
FPN/
S01/
2019/2020/
HMKT/1773

SUBMI
TTEDTO:

DEPARTMENTOFMARKETING
SCHOOLOFBUSI
NESSSTUDIES
THEFEDERALPOLYTECHNI
C,NASARAWA,
NASARAWASTATE

I
NPARTI
ALFULFI
LMENTOFTHEREQUI
REMENTSFORTHEAWARDOF
HI
GHERNATIONALDI
PLOMA(
HND)INMARKETI
NG

MARCH,
2022

i
 DECLARATI
ON

Idecl
aret
hatt
his pr
ojectwor
kTHE I
MPACT OF PRODUCT POSI
TION ON
ORGANI
ZATI
ONGROWTH(
ACASESTUDYOFNI
GERI
ABOTTLI
NGCOMPANY,
I
DU,ABUJA)i
sor
igi
nalandhasnotbeenpr
evi
ousl
ysubmi
tt
edt
oanyI
nst
it
uti
on
f
ort
heawar
dofanydegr
ee,
dipl
omaorcer
ti
fi
cat
etot
hebestofmyknowl
edge.

__
_____
_______
___
____
_ -
--
--
--
--
--
--
--
--
--
--
-
OgarFi
deliaOgeyi
(HMKT/ 1773) Dat
e

i
i
 CERTI
FICATI
ON

Wet
heunder
signedher
ebycer
ti
fyt
hatt
hispr
ojectTHEI
MPACTOFPRODUCT
POSI
TION ON ORGANI
ZATI
ON GROWTH (
A CASE STUDY OF NI
GERI
A
BOTTLI
NG COMPANY, I
DU, ABUJA) Pr
esent
ed by Ogar Fi
del
i
a Ogey
i
(
FPN/
S01/
2019/
2020/
HMKT/
1773)be accept
ed i
n par
ti
alf
ulf
il
lmentoft
he
r
equi
rement
sfort
heawar
dofHi
gherNat
ionalDi
ploma(
HND)i
nMar
ket
ing
Feder
alPol
ytechni
c,Nasar
awa

__
__ _
____
___
___
Mr.RowlandC.Ezenwugo Date/Si
gn
Pr
ojectSuper
visor

i
i
i
 APPROVALPAGE

Thi
spr
ojecthasbeenappr
ovedasmeet
ingt
her
equi
rementoft
heDepar
tmentof

mar
ket
ing,
Feder
alPol
ytechni
cNasar
awa,
Nasar
awaSt
ate.

__
__ _
____
___
___
Mr.RowlandC.Ezenwugo Date/Si
gn
Pr
ojectSuper
visor

_
___
___
___
___
_
Mr.Kufr
eDanielI
nyang
Pr
ojectCoor
dinat
or Dat
e/Si
gn

__
__ _
____
___
___
Mall
am AbubakarI
brahi
m Date/Si
gn
HeadofDepartment

__
__ _
____
___
___
Sul
eimanSa’
adYaro Date/Si
gn
Ext
ernal
Examiner
.

i
v
 DEDI
CATI
ON

Idedi
cat
ethi
sresear
chwor
ktoAl
might
yGodwhomadei
tpossi
bleandsawme

t
hroughmyacademi
csect
ion,MayHi
snamebehi
ghl
yPr
aisedandmypar
ent
;

Mr
.andMr
s.OgarMar
ti
nfort
hei
rsuppor
tandpr
ayer
s.

v
 ACKNOWLEDGEMENT

Iwi
sht
othankGodal
might
ywhomadet
hiswor
kpossi
ble.iam hi
ghl
yindebt
ed

t
omypr
ojectsuper
visor
(name)
,andal
sot
hanki
ngGodf
orgi
vi
ngmet
hegr
ace,

st
rengt
handwi
sdom f
ormaki
ngt
hispr
ojectwor
ksuccessf
uloneandseei
ngme

t
hroughschool
from t
hebegi
nni
ngt
otheend.

Mysi
ncer
e appr
eci
ati
on goes t
o mysuper
visorMr
.(
name)who outofhi
s

commi
tmentsuper
visedme,
mayGodbl
essy
ouSi
r,Amen.

Speci
alappr
eci
ati
ont
omypar
ent
s,Mr
.andMr
s.Li
nusNj
oku,andmysi
bli
ngs;

MR.andMr
s.Mar
ti
nsNj
oku,Mr
.andMr
s.Col
l
insNj
oku,Mr
.andMr
s.Kel
echi

Nj
oku,Nj
okuChi
dimmaNj
okuChr
ist
iant
us,t
hanky
oual
lforev
ery
thi
ngandal
so

f
orseei
ngmet
hrought
hisst
age,
mayGodAl
might
ybl
essy
oual
l
,Amen.

Al
soIhav
ethepl
easur
etoacknowl
edget
heent
ir
elect
urer
s,Mal
l
am Abubakar

I
brahi
m,who i
s al
so t
he Head ofMar
ket
ing Depar
tment(
HOD)
,Mal
l
am

MohammedA.Yer
o,Mr
.Rowl
andEzenwugo,
Mr.Vi
ctorOgunbi
yi
,Mr
.Jaf
arI
topa,

Mr
.El
i
shaPet
erandMr
s.Moni
caEzenwugo,
Mr.Kuf
reDani
elI
nyang,
Mr.Moses

Oj
omi
gwa,Mr
s.Yemi
siLoi
s,Mr
s.PeaceI
gwi
l
o,Mr
.Mat
hew,Mr
s.Ami
na,Haj
i
ya,

UmmulBubay
ero,Mal
.Idr
isMuhammed,Mr
.Chi
deber
eAsogwaandal
lthe

l
ect
urer
sfori
mpar
ti
ngknowl
edgeonme.

Ial
sowantt
oappr
eci
atet
heef
for
tsofmyf
ri
ends,
SisJudi
thsi
sBl
essi
ngbr
other

Jaj
a;Ir
eal
l
yappr
eci
ateal
lyouref
for
t.

v
i
 TABLEOFCONTENTS

Cov
erpage

Ti
tl
epage- - - - - - - - - - i

Decl
arat
ion-- - - - - - - - - i
i

Cer
ti
fi
cat
ion-
- - - - - - - - - i
ii

Appr
ovalpage- - - - - - - - - i
v

Dedi
cat
ion- - - - - - - - - - v

Acknowl
edgment
-- - - - - - - - i
v

Tabl
eofcont
ent
- - - - - - - - - i
iv

Li
stoft
abl
es- - - - - - - - - -

i
ii
v

Abst
ract
- - - - - - - - - - i
x

CHAPTERONE:I
NTRODUCTI
ON

1.
0 Backgr
oundoft
heSt
udy
-- - - - - - 1

1.
1 St
atementoft
hePr
obl
em-
- - - - - - 4

1.
2 Obj
ect
ivesoft
heSt
udy
- - - - - - - 5

1.
3 Resear
chQuest
ions- - - - - - - -

v
ii
1.
4 St
atementofHy
pot
hesi
s-- - - - - - 6

1.
5 Si
gni
fi
canceoft
heSt
udy
-- - - - - - 6

1.
6 Scopet
heSt
udy
- - - - - - - - 7

1.
7 Li
mit
ati
onsoft
heSt
udy
- - - - - - - 7

1.
8 Def
ini
ti
onofTer
ms- - - - - - - -

Ref
erences-- - - - - - - - 9

CHAPTERTWO:LI
TERATUREREVI
EW

2.
0 I
ntr
oduct
ion-
- - - - - - - - 10

2.
1 Concept
ual
Framewor
k- - - - - - - 10

2.
1.1 ConceptofAdv
ert
isi
ng- - - - - - - 11

2.
1.2 Adv
ert
isi
ngFunct
ions- - - - - - - 12

2.
1.3 Pur
poseofAdv
ert
isi
ng- - - - - - - 13

2.
1.4 Ty
pesofAdv
ert
isi
ng- - - - - - - -

14

2.
1.5 Cl
assi
fi
cat
ionofAdv
ert
isi
ng- - - - - - -

15

2.
1.6 Adv
ert
isi
ngSt
rat
egy- - -
- - - - - 17

2.
1.7 Ov
erv
iewofAdv
ert
isi
ngMedi
a- - - - - - 19

2.
1.8 TheMedi
aMi
x- - - - - - - - 22

2.
1.9 Cr
it
ici
sm ofAdv
ert
isi
ng- - - - - - 23

2.
1.10Ef
fectofAdv
ert
isi
ngonconsumerbr
andpr
efer
ence-- - -

24

v
ii
i
2.
2 Theor
eti
cal
framewor
k- - - - - - - 30

2.
2.1 TheAi
daModel
- - - - - - - - 30

2.
2.2 DagmarModel
- - - - - - - 31

2.
3 Empi
ri
cal
rev
iew- - - - - - - - 32

2.
4 GapI
dent
if
icat
ionf
rom Empi
ri
cal
rev
iew- - - - -

30

Ref
erences-- - - - - - - - 34

CHAPTERTHREE:RESEARCHMETHODOLOGY

3.
0 I
ntr
oduct
ion-
- - - - - - - - 36

3.
1 Ar
eaofSt
udy(
Niger
ianbot
tl
ingcompany
,Abuj
a)- - -

36

3.
2 Resear
chPopul
ati
on- - - - - - - -

37

3.
3 Sampl
i
ngTechni
queandSampl
eSi
ze-- - - - 37

3.
4 Resear
chI
nst
rumentandSour
cesofDat
acol
l
ect
ion-- - 38

3.
5 Met
hodofDat
aAnal
ysi
s-- - - - - - 39

CHAPTERFOUR:DATAPRESENTATI
ON,
ANALYSI
SAND

I
NTERPRETATI
ON

4.
0 I
ntr
oduct
ion-
- - - - - - - - 41

4.
1 Dat
aPr
esent
ati
onandAnal
ysi
s- - - - - - 41

4.
2 TestofHy
pot
hesi
s-- - - - - - - 46

i
x
4.
3 Resear
chFi
ndi
ngs-- - - - - - - 53

CHAPTERFI
VE:SUMMARY,
CONCLUSI
ONANDRECOMMENDATI
ONS

5.
0 I
ntr
oduct
ion-- - - - - - - -

5.
1 Summar
yofFi
ndi
ngs- - - - - - -

5.
2 Concl
usi
on-- - - - - - - -

5.
3 Recommendat
ions-
- - - - - - -

Bi
bli
ogr
aphy
-- - - - - - - -

Appendi
x- - - - - - - - -