The Significance of Advertising in the Development of Major Brands of Food Manufacturing Companies: a case study of Nestle Ghana Ltd.

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The essence of this study is to find out the significance of advertising in the development of major brands of food manufacturing companies using Nestle Ghana as a case study. The study reviewed related literature such as those that impinge on the research problem and then attempted to link it with the study. Face to face interview and questionnaire were used in collecting the data whilst the , ¥ main sampling techniques adopted were mainly purposive and simple random sampling. The paper revealed that more than fifty-six percent (56%) of the consumers sampled rated the quality of advertisement pursued by Nestle as acceptable. In addition, the study indicated that distributors rated the prices of Milo and Maggi as expensive relative to competitors' products and showed that the company made a profit for the five year period with a reasonable expenditure on advertising which supported the fact that there is a positive correlation between the predicting variable, advertising expenditure and profit made. Performing a significant test at a confidence level of 95%, both variables significantly influenced the profit made. Proper distribution of products, visible display, product hygiene and prompt attendance to consumer complaints has been recommended as compliments to building food brands.
A thesis submitted to KNUST School of Business Kwame Nkrumah University of Science and Technology in partial fulfilment of the requirements for the degree of Master of Business Administration (MBA), 2008