THE EFFECTIVENESS OF ADVERTISING BOOM BRAND

ON CONSUMER BRAND PREFERENCE. A CASE STUDY

OF TRADE KINGS

BY TOWELA NSABIKA (004-083)

SEARCH PAPER SUBMITTED IN PARTIAL FULFILMENT

OF THE REQUIREMENTS FOR THE AWARD OF THE

BACHELOR OF BUSINESS ADMINISTRATION OF THE

CAVENDISH UNIVERSITY (ZAMBIA)

2020

i

DECLARATION

I Towela Nsabika do hereby declare that this report represents my own work and that it has not

been previously submitted for any degree, diploma or any other qualification in this or any other

University.

Signature: ………………………………………………………………………………….....

Date: …………………………………………………………………………………….

ii

COPYRIGHT

All rights reserved. No part of this paper may be reproduced or stored in any form without

written permission from the author.

iii

ABSTRACT

In a free market economy like Zambia the market is a place of stiff, if not cutthroat competition

as firms strive to capture the lion’s share of the market. Manufacturing firms such as Trade

Kings have to invest heavily in research and development to keep improving their products.

They also have to carry out campaigns, product promotions and advertisements to attract

consumers and keep their client so that they can stay in business.

Trade Kings began their business Twenty five years ago (in 1995) with Boom detergent paste

and have over the years widened their range of products. The number products that carry the

brand name “boom” have also increased. Examples include boom bubble plus (washing powder),

boom scouring powder and boom force.

The general objective of the study was to determine the effect of advertising on the popularity of

the boom brand among consumers. The specific objectives were:

i. To explore the effectiveness of brand advertisement on consumer preference.

ii. To identify challenges that Trade kings face when advertising the boom brand.

iii. Describe the advertising strategy that Trade kings employ in their advertising their

products to remain competitive on the market.

For research purposes, advertising was operationalized by taking the hours of advertising paid

for and popularity of the brand by taking into account the volume of sales per unit time of the

brand. The effect of advertising on popularity was determined by measuring correlation between

the hours of advertising and the resultant volume of sales. This study the form of a case study. It

made use of primary and secondary data. Secondary data in figures and narrative form were

sourced from Trade Kings marketing department as well as Shoprite checkers. Primary data,

both numerical and narrative were sourced from randomly selected consumers in three

residential areas namely, Kaunda square stage 1 (high density area), Chelstone (medium density

area) and Kwamwena valley (low density area). Narrative data pertaining to the challenges in

advertising as well as the advertising strategy of Trade Kings were analysed by categorizing and

summarizing responses.

Studies reviewed showed that there is a positive relationship between advertising and the volume

of saled. In concomitance with literature review the study showed positive correlation between

iv

hours of advertising and volume of sales. The study further showed that trade kings face

competition from other brands from within the country and outside. This challenge is fought by

continuing to improve the quality of the boom range of products. Capitalising on the brand

loyalty they have built over the years, Trade kings have expanded the range of products that

carry the brand name “boom” and continue to vigorously advertise the brand to the point of it

remaining as one of the most popular brands on the market.

v

To my beloved late dad Kellys Nsabika (R.I.P)

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ACKNOWLEDGEMENTS

Firstly I would like to thank my supervisor Mr. John Phiri for his constructive criticism and input

into the research proposal and this report. His guidance helped me write the proposal and final

report in a concise and scientific manner that is consistent with the standards of the university.

My gratitude extends to all the lecturers tutors and support staff that contributed to learning

experience that is now nearing its end.

I thank the marketing manager of Trade kings, the sales manager of Shoprite and all the

respondents who provided the data that was used in this study. Finally my gratitude goes to my

family for all the financial .material and moral support given to me throughout my course of

study.

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CONTENTS

CHAPTER 1

1.0. Introduction

……………………………………………………………………….………… 1

1.1.Background of the study ………………………………………………………….…………..

1

1.2. Statement of Research Problem ………………………………………………….…………..

8

1.3. Research objectives

1.3.1. General objective …………………………………………………..………………………

9

1.3.1. Specific objectives …………………………………………………..……………………..

9

1.4. Research questions ……………………………………………………...…………………...

9

1.5. Research Hypotheses

…...………………………………………………..……………….…10

1.6. Significance of the Study

………………………………………………..…………………..10

1.7. Scope of the study

……………………………………………………………..…………….10

1.8. Outline of the Research report

……………………………………………………...………..11

CHAPTER 2, LITERATURE REVIEW

viii

2.1. Introduction to literature review

……………………………………………………………..12

2.2. Conceptual framework ………………………………………………………………..…….12

2.3. Empirical review

………………………………………………………………….……...….15

2.4. Definition of terms

…………………………………………………………...………….......16

CHAPTER 3, RESEARCH METHODOLOGY

3.1. Overview ……………………………………………………………………...…………….17

3.2. Research strategy

………………………………………………………………...………….17

3.3. Research Choice ……………………………………………………………….……………17

3.4. Time horizon

…………………………………………………………………..…………….18

3.5. Operationalization of variables

………………………………………………..…………….18

3.6. Types of data

…………………………………………………………………...……………19

3.7. Sources of

data…………………………………………………………………...…………..19

3.8. Sampling design…………………………………………………………………..…………19

3.9. Sample size and composition

……………………………………………………...………...19

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3.10. Justification of sample size and composition

…………………………………...………….20

3.11. Target groups

……………………………………………………………………................20

3.12. Sampling procedure

…………………………………………………………….………….21

3.13. Data collection methods

…………………………………………………..………………..21

3.14. Data collection tools

……………………………………………………………….………22

3.15. Data analysis techniques

…………………………………………………………...………22

3.16. Limitations of the study

……………………………………………………………...…….22

3.16. Ethical

considerations………………………………………………………………………22

CHAPTER 4,

Research findings ……………………………………………………………………………..…24

CHAPTER 5

Discussion of research findings …………………………………………………………………31

CHAPTER 6

Conclusion ………………………………………………………………………………………32

Recommendations ……………………………………………………………………………….32

Photos ……………………………………………………………………………………………34

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APENDICES

Appendix 1, Interview guide for Marketing Manager Trade Kings

……………………..……….38

Appendix 2, Interview guide for Shop

Managers……………………………………….………..40

Appendix 3, Questionnaire for consumers in residential areas

…………………………….…….41

Appendix 4, Plan of action

………………………………………………………………….……44

Appendix 5, Budget

……………………………………………………………………...………45

LIST OF TABLES

Table 1, Gender of respondents…………………………………………………………………24

Table 2, Age distribution of respondents ……………………………………………………….24

Table 3, Frequency of boom advertisements during prime time on television………………….25

Table 4, Frequency of other advertisements during prime time on television…………………..25

Table 5, Quality of boom advertisements ……………………………………………………….26

Table 6, Are other advertisements more appealing ……………………………………………..27

Table 7, Are boom brands becoming less popular on the market? ...............................................27

Able 8, Are Trade kings coming up with a brand better than boom?

……………………………27

LIST OF FIGURES

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Fig 1, Gender of respondents

………………………………

………………………………

…….23

Fig 2, Age distribution of respondents …………………………………………………………..24

Fig 3, Popularity of boom brands

………………………………

………………………………

..24

Fig 3, The effectiveness of boom

adverts………………………

………………………………

…24

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1

CHAPTER ONE

1.0 Introduction

This chapter looks at the Background to the Study, Statement of the Problem, Purpose of the

study, and Objectives of the Study, Research Questions, and Research hypothesis, Significance

of the Study and Limitation of the study. It also presents the definition of terms.

1.1 Background of the study

1.1.1. Marketing

Dictionary.com defines marketing as “the action or business of promoting and selling products or

services including market research and advertising”. It is also the process of getting people

interested in your company’s product or service. This happens through market research, analysis

and understanding your ideal customer’s interests. Marketing pertains to all aspects of a

business, including product development, distribution methods, sales, and advertising.

According to ( Kotler,2016) marketing is a societal process by which individuals and groups

obtain what they need and want through creating, offering, and freely exchanging products and

services of value with others. Marketing is all about the activities a company undertakes to

promote the buying and selling of a product or service and also to draw in customers and

maintain relationships with them. It encompasses advertising, selling, and delivering products to

consumers or other businesses.

1.1.2 Promotion

Promotion refers to all the activities undertaken to make the product or service known to the user

and trade. This include advertising, word of mouth, press reports, incentives, commissions and

awards to trade. It can also include consumer schemes, direct marketing, contests and prizes.

Promotion is a very important component of marketing as it can boost brand recognition and

sales (Mark Acutt, 2012). Promotion is comprised of various elements like, sales organisation,

public relations, advertising and sales promotion. Advertising typically covers communication

methods that are paid for like television, advertisements, radio commercials, print media and

internet advertisements. Public relations, on the other hand are communications that are typically

not paid for, this includes press releases, exhibitions, sponsorships deals, seminars, conferences

and events (Edward, D, 2015).

Word of mouth is also a type of product promotion, Word of mouth is an informal

communication about the benefits of the product by satisfied customers and ordinary individuals.

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The sales staff plays a very important role in public relations and word of mouth. Regarding

promotion, with the emergence of Marketing Kotler et al. (2010) introduced the concept of

‘communitisation’. The underlying principle of communitisation lies in the fact that consumers

want to be connected to other consumers, not only to companies (Romdhane, 2014). Kotler et al.

(2010) therefore advises companies to facilitate this and comply the desire to connect to one

another within communities. Nevertheless, research also suggests that Marketing additionally

aims at making the world a better place (Kotler et al., 2010). Additionally, companies

increasingly use promotional activities to not only sell products, but also to educate the listener

about the sustainable services and products (McDonagh and Prothero, 2014). Additionally,

companies increasingly use promotional activities in order to educate consumers about the

necessity of sustainable products.

1.1.3 Advertising

The promotion mix is the integration of advertising, personal selling, sales promotion, public

relations and direct marketing. Advertising is any paid form of non-personal presentation and

promotion of goods and services by the identified sponsor in the exchange of a fee. Through

advertising, the marketer tries to build a pull strategy, wherein the customer is instigated to try

the product at least once. The complete information along with the attractive graphics of the

product or service can be shown to the customers that grab their attention and influences the

purchase decision.

It is important to understand advertising to appreciate the reasons for advertising’s use in

a modern industrialized society. Advertising by a market-driven system and developed in a

capitalistic, free enterprise market economy in which mass production utilized advertising as an

essential tool (Souza, ,2014). Urbanization, transportation expansion and communication

advancements all facilitated the use and growth of advertising, the result of which is that

advertising is firmly entrenched as a business function in different societies with deeply rooted

economic and cultural foundations.

Advertising is the result of years of developing in capitalism among its use in mass Measuring

the effectiveness of advertisement in consumer brand preference is very essential for every

marketer. If advertisement does not create any positive change in consumers’ brand preference,

all the resources such as money, time and efforts spent on advertisement will go in vain.

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Most of the marketers use advertisement as a tool to attract substantially new customers and to

retain the existing customers. This research studies is about the effectiveness of advertisement on

consumer brand preference on boom from trade kings which is one of the most competitive

markets in Zambia. Every brand in this market use advertisement as a major weapon to

overcome the fierce competition. This study will help the distributor or manufacturer to pay

attention on those factors that would surely help them to increase the brand awareness, which

ultimately hit customer’s choice to prefer them.

Advertising, as a form of commercial mass communication way, designed to promote the sale of

a product or service, or a message on behalf of an institution, organization, or candidate for

political office (Blackston, 2016). That implies concepts such as market, publics, sponsors,

persuasion, products, services, mass communication.

The history of advertising is connected to humankind evolution and it technical progress

(Dominici, 2015). Need of publishing facts and products quality or even required services, is a

spontaneous spiritual tendency of trade man. Investigators said that the first steps of

advertising were in Ancient Empires, for example, in Egypt they used papyrus promoting

slaves´ sales and rewards. In Babylon, they used dirt splits with inscriptions about salesman,

shoemakers and clerks. Greeks used street callers who announced ships´ arrival and it cargo of

metals, wine and species. In the case of Rome, they did something different for instance. They

did the first touristic ad of a tavern; in Pompeii a stone wall said, if you go from here to the

twelve tower, there Sarinus have a tavern, with this we invite you to come in, bye‖ Also in Rome,

an important media was known as album, which consisted in a board of blanched wall where

they published edicts and laws together with promotions of gladiators’ fights and representations.

Another media was the libellous, made with papyrus, a sort of poster which announced

possessions sales, shows programs, and the loss of several things. Painted announces were

important too. For example a goat meant milk stores, and bakery could be identified with a mule

which has a mill in its back.

Probably, one of the hardest parts of advertising is identifying the effectiveness of the campaign

(Zafar, 2017). This becomes more difficult if the business is running different advertisements at

the same time. The worse thing could be running the ad without verifying if it actually gets the

job done. Money could be wasted on a tiny newspaper ad space that may be enough to pay for an

outdoor poster that everyone could see.

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It could also be a social media ad that does not generate enough clicks. To check if the

advertisement is working, set a time frame for a particular ad and observe if it affects your sales.

It is well known fact that people in Zambia do not just watch their favourite sport, film or series,

many are watching to see the commercials. Regardless of how good the game was, there are

usually a few ads that people talk about the next day. But one thing that people may not think

about is how trustworthy an advertisement may be and, at a higher level, how much trust one

can, or cannot, place in an industry's advertisements. In Zambia scenario, it is proved that

advertisements paste such as boom are most effective. As we know these days, companies are

advertising their product so much on televisions and are spending so much money on the

celebrities to endorse their products.

Another challenge of advertising is limited resources (Zafar, 2017). It can be tough to keep up

with the competition. In fact, to get noticed, you do not have to blend yourself in. Analyse the

factors which distinguish your business from the big companies, and know that you can offer a

more personalized service. For small business owners, it pays to work with sincerity. An honest,

reliable, and commendable service is a good way to set your business apart from the competition.

Give your customers a great buying experience, and do not be afraid to ask for recommendations

because this is the best form of advertising that you could ever have.

Advertising has become increasingly important to business enterprises both large and small

(McCracken, 2019). Advertising strategies that increase the number of units sold stimulate

economies in the production process. The production cost per unit of output is lowered. It in turn

leads to lower prices. Lower consumer prices then allow these products to become available to

more people. Similarly, the price of newspapers, professional sports, radio and TV programmed,

and the like might be prohibitive without advertising. In short, advertising pays for many of the

enjoyable entertainment and educational aspects of contemporary life.

Though in Zambia, advertising was accepted as a potent and recognized means of promotion for

many years, its growing productive capacity and output necessitates the finding of consumers

and advertising plays an important role in this process (Zafar, 2017). Advertising helps to

increase mass marketing while helping the consumer to choose from amongst the variety of

products offered for his selection. In Zambia, advertising as a profession is in its infancy.

Because of this fact, there is a tremendous scope for development so that it may be productively

used for the benefit of producers, traders, consumers, and the country’s economy. Everyday

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consumers are exposed to thousands of voices and images in magazines, newspapers, and on

billboards, websites, radio and television. Every brand attempts to steal at least a fraction

Of a person’s time to inform him or her of the amazing and different attributes of the product at

hand.

1.1.4 Branding

A brand is a name, term, design, symbol or any other feature that identifies one sellers good or

service as a distinct from those of other sellers. Brands are used in business, marketing and

advertising for recognition and brand equity for the object identified, to the benefit of the brands

customers, its owners and shareholders. Branding is all about getting people to accept or believe

that the company is providing the best product or service for the consumers, right at the moment

they come into contact with one of the company’s products, services or marketing materials

(Tony Hardy, 2020). Branding is what generates a timeless connection, brands are a combination

of tangible and intangible elements such as the following:

Visual design elements (i.e., logo, colour, typography, images, tagline, packaging)

Distinctive product features (i.e. quality design sensibility, personality )

Intangible aspects of customers’ experience with a product or company (i.e.

reputation, customer experience).

Consumer branding is the combination of an organization or product’s image, familiarity and

reputation (Rina, 2013). Successful branding is what creates the lasting recognition among

consumers that makes someone or something a “household name,” the first thing that comes to

mind when your consumers think of a need or desire related to your brand. Whether your

organization is large or small, corporate branding and consumer branding are two of the

marketing methods for presenting your brand to consumers.

A consumer branding strategy works to create recognition and positive reputation for a specific

product (Blackston, 2016). Distinctive packaging and emphasizing a particular product’s selling

points are common practices in consumer branding. Consumer branding aims to convince your

prospective customers of the value, quality or exclusive nature of your product or service.

Where corporate branding presents your organization as the top provider of your product or

service, consumer branding presents your product or service as the top solution to your

consumers’ needs and desires.

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1.1.5 Consumer decision making process

According to (Ahsan Ali, 2018) consumer decision making process involves the consumers to

identify their needs, gather information, evaluate alternatives and then make their buying

decision. The consumer behaviour may be determined by economic and psychological factors

and are influenced by the environmental factors like social and cultural values.

The consumer decision making behaviour is a complex procedure and involves everything

starting from the problem recognition to post-purchase activities. Every consumer has different

needs in their daily lives and these are those needs which make than to make different decisions.

Decisions can be complex, comparing, evaluating, selecting as well as purchasing from a variety

of products depending upon the opinion of a consumer over a particular product (Ahsan Ali,

2018). This renders understanding and realizing their basic problem of the consumer decision

making process for marketers to make their products and services different from others in the

marketplace.

1.1.6 Building brand preference

Consumer tastes and preferences for a product or brand might be built through one or more of six

distinct modes (Pamela L, 2018):

(1) Need association: The product or brand is linked to one need through repeated association.

The essence of this simple brand preference-building mechanism is merely to present the product

or brand name and a particular need, simultaneously and repeatedly.

(2) Mood Association: The mood is attached to the product or brand through repeated

association. Associating a mood with a need quickly followed on the heels of need association.

The objective of mood association is to imbue the product or brand with a positive aura, and it

remains a popular consumer preference- building technique today (Knowles et al., 2010).

(3) Subconscious motivation: Suggestive symbols are used to excite consumers' subconscious

motives. If not most of the consumer drives and motives that underlie preferences reside in the

Ad, deep within the subconscious mind.

Thus consumers would not consciously know exactly why they entertained a given preference,

and could not possibly express their true motives, even if they were disposed to do so.

“Motivation research” was required to discover subconscious desires, and the only way to build

consumer preferences was to stimulate subconscious drives.

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(4) Behaviour Modification: Consumers are conditioned to buy the brand by manipulating cues

and rewards. Basic consumer needs such as hunger or thirst typically comprise the drives with

which marketers work. Such marketing stimuli as advertisements, signs, logos, or packages

constitute the cues. The responses that are to be conditioned by marketers consist mainly of

purchase and/or consumption. The reward (or possibly the punishment) that results for the

consumer provides the reinforcement.

(5) Cognitive processing: Perceptual and cognitive barriers are penetrated to create favourable

attitudes. The more important the purchase is to the consumer, the more likely the buyer's

preferences will result from cognitive processing (Blythe, 2011). This brand preference-building

mode is most likely to apply to conscious choices where the buyer is highly involved in the

purchase decision process.

(6) Model emulation- Idealized social lifestyle models are presented for consumers to emulate.

This mode of building consumer brand preference has been used very heavily for a long time by

those who market and promote consumer goods and services. Virtually every ``slice-of-life''

advertisement implicitly. Depends on the audience's ability and willingness to emulate the model

presented in the ad.

Many advertisements that include celebrities, movie or television stars, famous athletes, or other

prominent personalities also depend on the consumers' tendency to emulate such famous models.

1.1.7 Trade Kings

Nowadays detergents paste such as boom has become essential part in lifestyle of the people in

the society. There are number of detergents brands are available on the Zambian market by trade

kings.

In those brands, some brands are very famous not only in Zambia but also globally. Trade Kings

is a wholly Zambian owned company, opened for business in 1995 and quickly established itself

as a formidable exporter of a quality range of manufactured products in five export markets

(Belch, 2013). The first product to be manufactured was boom washing powder and the company

fast expanded into other products such as soya and confectionery. These products rapidly became

the leading brands in Zambia and soon started penetrating five export markets in the region

including Malawi, Zimbabwe, Botswana, Congo and South Africa.

Ten years after setting up in Zambia and still showing good organic growth, in 2005, Trade King

South Africa, a subsidiary, was established and started importing confectionery products made

8

by its parent company into the South African market (Bearden, 2019). Trade Kings SA continued

with imports for about four years, via a warehouse operation it had set up in Gauteng, but then in

2009 the company made an investment decision to install production lines for chews and hard-

boiled candies and the factory opened in Crown Mines, Johannesburg. This move enabled Trade

Kings to move closer to the local market and improve quality and pricing in Zambia. In 2010

Trade Kings proudly commissioned the biggest lollipop line in the Southern hemisphere. This

high-tech lollipop plant, the first of its kind in Zambia, manufactures high quality lollipops with

amazing taste and texture.

Trade Kings Zambia is very proud of its quality range of locally manufactured products that

includes Super Sweets, Amazon Chews, Soccer Chews and the brand new Amazon Monsta Pops.

This lollipop is one of the biggest in South Africa and to show Trade Kings Zambia is

commitment to this brand they are investing R9 million in brand advertising.

1.2 Statement of the Problem

Every manufacturer invests money in advertisement of products in Zambia. One of the theories

that can be used to analyse the effectiveness of advertisement on consumer brand preference in

this study is the consumer behaviour model theory. This model tells as how external stimuli such

as the company's marketing efforts as well as various non-commercial sources of information

(Family, Friend, Teachers etc.) join to activate the decision making process.

Trade Kings have a policy of vigorously advertising their brands. Advertisements are aimed at

influencing consumers’ preference of the brands with the effect of increasing the volume of

sales. In terms of the boom brands, however, they are becoming less popular among consumers

in spite of the advertisement.

The problem that needs to be probed into is that advertisement of boom brands does not seem to

be bringing about the expected increase in the volume of sales. Trade Kings have continued to

vigorously advertise their boom brand even after the introduction of newer brands such as

hygienix and Aloha. However, the introduction of new brands has seen the popularity of boom

brands declining. Evidently newer brands are enjoying a greater market share than boom.

1.3 Research Objectives

1.3.1 General objective

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To examine the effectiveness of brand advertisement on consumers preference for boom brand of

Trade Kings.

1.3.2 Specific objectives

i. To explore the effectiveness of brand advertising on consumer preference of a brand.

ii. To identify the challenges Trade Kings face when advertising the boom brand to the

market.

iii. To describe the brand advertising strategies that Trade Kings uses to remain competitive

in the consumer market.

1.4. Research Questions

i. How effective is investment in hours of brand advertising on the volume of product

purchased by the consumers of the boom brand?

ii. What challenges does Trade Kings encounter in advertising the boom brand to the consumer

market?

iii. What are the brand advertising strategies that Trade Kings use to remain competitive on the

consumer market?

1.5. Research Hypotheses

1.5.1. There is a positive relationship between the hours invested in advertising a product and the

volume of sales of the product

1.5.2. Trade kings are introducing new brands on the market and they are deliberately advertising

them more than the older brands, as they phase out the existing brands.

1.6 Significance of the Study

Trade Kings are arguably the market leader in the detergent trade. The findings of this study are

expected to give Trade Kings insight into the qualities of the boom products that need to

improve. They need to know why their boom brands are becoming less popular among

consumers so that they further improve the boom products to give consumers better value for

their money. They also need to look into their advertising strategy and improve it so that they

maintain the popularity of their brand.

10

The study is also expected to give small and medium enterprises (SMEs) insight into the

marketing polices and strategies of trade kings as a way to stimulate them to craft their own.

SMEs in a least developed economy like Zambia are the key drivers in economic growth (GDP).

Growth which is expected to improve the general welfare of citizens by way of growth of

incomes. The development of SMEs is also beneficial to central government as it is expected to

widen the tax base.

The research is also being done in partial fulfilment of the requirement for the award of the

Bachelor of Business Administration (BBA) degree of the Cavendish University.

1.7. Scope of the study

The study shall be conducted in three selected residential areas which are representative of low

density (high income) areas, medium density (medium income) areas and high density (low

income) areas. It shall explore the marketing strategy of the Trade Kings Company and how

consumers in the residential areas are influenced by advertisements which in turn influences the

popularity of the brands. This study shall confine itself to ‘Boom’ brands only. It will not extend

to other Trade Kings brands such as Aloha, Hygienix and Bullet. While aspects of marketing

which influence the volume of sales, are many and varied such as branding and promotion, this

paper focuses only on the advertising aspect.

1.10. Outline of The Research Report

The report shall be divided into five chapters with contents of the chapters as stated below:

Chapter 1

The first chapter introduces the research topic by giving a background to the study. It defines

aspects of marketing such as advertising branding and promoting. It presents the research

problems and outlines the research objectives. It also explains the significance and scope of the

study.

Chapter 2

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The second chapter is the literature review. The literature review is in two parts. The first part is

the conceptual framework on which the study is premised i.e. the second part is the empirical

review. The empirical review bring out similar studies that have been carried out by other

researchers and shows the gaps in the body of knowledge on the subject.

Chapter 3

The third chapter is the research methodology. It describes the research design and methods and

techniques that shall be in sampling, data collection and processing. It also explains the types of

data that shall be used in the study. It explains the limitations of the study as well as the ethics to

be observed in the conduct of the research.

Chapter 4

The fourth chapter presents the analysis of the data and the interpretation thereof. It reports the

research findings.

Chapter 5

The fifth chapter makes an in depth discussion of the research findings.

Chapter 6

In the sixth and final chapter the researcher presents the conclusion which are basically the

answers to the research question in concomitance to the research findings and gives

recommendations.

12

CHAPTER 2

LITERATURE REVIEW

2.1. Introduction

This chapter brings out the studies that have been conducted by other researches globally, and on

the local scene (Zambian) scene.

2.2. Conceptual Framework

Advertisement refers to initiatives made by a producer or supplier to make their product (good

or service) appealing to the consumer. It includes messages of all sorts in the public media to

raise awareness or popularise a brand and increase sales. How appealing (inciting) or influential

an advertisement is cannot be quantified. The two possible ways of quantifying the level of

advertising and the volume of sales.

i. The monetary value of advertising measured against

ii. The hours of advertising measured against the total physical product (tonnage of

products) sold.

The science of economics states that, the value of money is not constant over a period of time. Its

purchasing power is affected by economic forces such as inflation. It is for this reason that the

use of money in nominal terms may not be suitable way of quantifying advertisement and

volume of sales. Therefore the researcher chooses to use total hours of advertising time per unit

time and the tonnage of physical product sold as the variables that shall be measured in this

study.

Advertising is crucial to the survival of a brand and subsequently the business on the market

especially in this era of cut throat competition among firms producing all manner of goods and

services that are purchased on the market. Kotler (2018) observes that advertising in broad terms

is a whole range of actions carried out by the producer to promote a product or brand. It is not

only confined to the use of print and electronic media. Advertisement also serves the purpose of

informing the public in order to influence them. Advertising can be direct or indirect. Direct

13

advertising is the process of explicitly and sometimes aggressively promoting a product by

sending specific messages to the public on the qualities and pricing of the product in an effort to

popularise it and increase the volume of sales. On the other hand indirect advertising entails

promoting a product in a more subtle way. Indirect advertising occurs when a business chooses

to not simply promote a product but instead work to establish a relationship with the people that

read, hear and see the advertisement.

Advertisements play the role of influencing our opinions of not only goods and services but other

issues such as politics and religion. A Forbes article (2012) likens the role of advertising in the

public media to that of vegetables in a diet. In spite of them not always having the nicest flavour

they play a vital role in sustaining body systems. In addition advertising sustains the cause of

many institutions including those in the media fraternity such as television stations, Newspaper

outlets, social media websites and popular search engines like Google and Yahoo. In fact

according to the Newspaper Association of America (2014), 80% revenue for newspapers comes

from advertisements. The advertising business is also a very lucrative and productive one.

It is estimated that between the year 2016 – 2021 Nigeria achieve a USD 2.8 billion as a revenue

from television and internet advertising alone (PWC, 2016). Businesses engage in advertisement

because it brings them benefits which include winning new customers for the brand. The advert

that educates potential customers about its product in a convincing manner win new customers.

Advertisement creates awareness for a product that otherwise be unknown to people if

advertisement wasn’t in play. Due to that awareness when consumers have certain problems

they recall an advert they have come in contact with. For example when a consumer requires

shaving his hair he recalls an advert on gullet razors he watched or saw on newspaper.

Furthermore advertisement helps in retaining customers to brand as it reminds them of the

brand’s continuous presence in the market. These induce brand loyalty in them and keep them

from moving on to other brands. Lastly but not the least advertisement helps in competition with

other brands in the industry. When a company’s advert is able to convince consumers that its

product or services function better than those of competitors. It helps the company maintain a

competitive advantage in the market. Lots of scholarly work and research has been conducted by

individuals to measure the effects of advertisement on consumer brand preference.

14

Brand preference is when a consumer chooses a particular brand in the presence of other

competing brands. This is largely influenced by the success of marketing strategies and tactics

employed by the company. Kotler (2017). This marketing strategies and tactics involve the

ability of organizations to study and influence consumer behaviour using advertisement as a

means. The marketers could go in details and study consumer behaviour which includes mental

and emotional thoughts of people who purchase certain goods and services as well as their day to

day physical activities. With this study advertisement is then used to attract consumers to that

certain product. In the Mobile telecom industry in Nigeria, Advertisement has had a profound

effect on the telecom brand most people purchase. A study by MTN in 2015 shows that 60% of

its users agreed to purchase their SIMCARD after they were informed by roadside vendors about

promos and existing services. Out of that 60%, 90% still use the same network up till date.

Also under the effects of advertisement on consumer brand preference, Consumers with high

brand loyalty where investigated against consumers with low brand loyalty .Findings show that

with increase in advertisement high loyalty consumers increased their purchase of products and

sustained a higher level of loyalty.

On the other hand advertisements had low impact on consumers with low loyalty. A very

common practice in advertisement today is the use of celebrities as endorsers. In Nigeria this is a

common practice by the mobile network GLO and has become a sort of symbol for them.

However GLO is still the third in line in market share in Nigerian telecom industry. Celebrities

in advertising make the advertisement more noticeable to consumers; it makes a brand differ

from other brands that use common people and therefore a good basis of capturing and retaining

consumer attention (Muda et al., 2012). Recent Studies show that using celebrities in advertising

increases the message's persuasiveness on consumers which results in consumer’s easy

identification and recall of the products and service (Zhou and Whitla, 2013). This is all due to

the underlying image people have of celebrities in their minds as the perfect human beings.

However there are risks involved. Celebrities don’t tend to be as they are imagined. The high

profile lives of celebrities are constantly reviewed and criticized by the media therefore problems

are likely to emerge (Jin and Phua, 2014), Common celebrity scandals involve alcohol, drug, sex,

or crime related events (Muda et al., 2012). This can harm the reputation of the organization far

15

worse than they imagine if the celebrity isn’t dropped. Uses of celebrities have both convincing

advantages and disadvantages.

A study by (R. Goldsmith, B. Lafferty and S. Newell, 2010) concludes that no matter who has

been used in the advertisement, corporate credibility as well as reliability of product outweighs

celebrity endorsement in advertisement. This leads us to our next area of discussion which is

perceived quality of products. Already perceived quality of products might determine what

consumers want to buy intuitively. Therefore if this idea is in ground integration, it’s the easiest

phone to use and doesn’t succumb to virus. Therefore all iPhone loyalists wouldn’t succumb to

advertisement made by android. In fact according to research it shows just that. Even with the

android’s new specialties, features and promotions. IPhone still retains the highest sales.

Consequently in Nigeria MTN still holds highest market share because it is perceived to give the

best calling and internet reception. This is despite both GLO and MTN Adverts. Based on the

literature written above our conceptual framework from a pictorial view is in fig 1.1, wherein the

independent variable has 3 content.

2.3. Empirical Review

A very similar study was conducted in the Nigerian food industry. Ayanwale et al (2005) studied

the effects of Advertisement on consumer brand preference for Bournvita (which is a leading

Food drink in the food and beverage industry). His Results showed that both male and female

from different age groups and regions were influenced by advertising done by the brand. Highest

reason for the adoption of the brand by consumers was due to its very informative and lively

advertisement (42%) and its rich quality in taste (40%). Does advertisement alter consumer

preferences? The default setting of any company is to claim high quality. However many brands

are already known to have served well than others. For example according to a popular gadget

Analyst Tom Guide in his yearly product review, iPhone is better than android because it is

much faster, has better hardware and software.

16

Source: International Journal of Business Marketing and Management (IJBMM) March 2019

Advertisement Content

Brand Preference Celebrity Endorsement

Perceived

Quality of

product

17

2.4. Definition of the terms

In this study the following terms are defined.

Advertisement: Advertising it is a marketing communication that employs an openly sponsored,

non-personal message to promote or sell a product, service or idea (Bearden, 2011).

Consumer: A consumer is a person or organization that uses or consumes economic services or

commodities (Kotler, 2019).

Company: A company is a body corporate or an incorporated business organization registered

under the companies act (Arens, 2017). It can be a limited or an unlimited company, private or a

public company, company limited by guarantee or a company having a share capital, or a

community interest company.

18

19

CHAPTER 3

RESSEARCH METHODOLOGY

3.1. Overview

This chapter outlines and describes the design of the study and the techniques and tools that shall

be used to carry out the research activities such as sampling, collection and analysis of data. It

shall outline the limitations of the study as well as highlight the ethical considerations that shall

be observed in the course of the study.

3.2. Research strategy

Research strategy refers to the general plan of action that the researcher will use to find the

answers answer the research questions. A Researcher’s strategy will influence, their choice of

data collection methods. The major research strategies are action research, ethnographic studies,

experiment, survey, case study, grounded theory or archival research (Saunders et al., 2000,

2007; Cooper & Schindler, 2006; Malhotra & Birks, 2007).

This research will take the form of a case study. Though a survey would have been more

appropriate in this case, the researcher is constrained by limited time and financial resource. A

case study involves a study of a particular situation and its impact in order to have a more

accurate detail and in-depth of the nature of the phenomenon as it relates to a specific

environment. It is mostly used where the purpose is to gain a rich and an in-depth understanding

of the context of the research and the processes being enacted (Morris and Wood, 1991 in

Saunders et al., 2007). It therefore uses multiple data collection sources, termed triangulation.

3.3. Research Choice

The study will take the form of a case study. A case study is a kind of research which makes use

of a small number of units. Data are collected and analysed on one unit which is deemed to be

representative of many other similar units. A theory can be formulated based on the findings of

the case study which may be used to explain or speculate a similar phenomenon in other similar

units elsewhere (www: www.slideshare.net). It is a useful method to use when assessing

opinions and trends. It is the most suitable method to use for this study as financial and material

resources needed for the study are limited. In this particular study a sample shall be collected

20

from the population of Lusaka and qualitative and quantitative data will be collected using

interviews and questionnaires. The study will also make use of secondary data from Trade Kings

who are the producers of the boom brands and a three retailers.

3.4. Time Horizon

In the time horizon sphere, Studies can be classified as longitudinal or cross-sectional. A cross-

sectional study is concerned with stock variables (variables measured at a particular time) It

examines a particular phenomenon at a specific period of time (Saunders et al., 2007). According

to Malhotra and Birks (2007) one sample of a population can be taken and studied at a particular

time as in a single cross-sectional study or two or more samples of a target population could be

studied once as in multiple cross sectional study.

A longitudinal study, on the other hand is concerned with flow variables (these are variables

measured over a period of time), is one where a particular phenomenon is studied at different

periods of time. In longitudinal studies the same variables are repeatedly measured at regular

intervals (say yearly) to trace a pattern of how they have been changing over time. (Malhotra &

Birks, 2007).

This particular research takes the form of a cross sectional study. The variables are examined at

the same time in different locations (a cross section of markets).

3.5. Operationalization of Variables

Operationalization of variables refers to how the researcher defines and measures the specific

variables as they are used in the study. It is the process of strictly defining variables into

measurable factors. The process defines fuzzy concepts such as the popularity of a branded

product and allows them to be measured empirically and quantitatively

(explorable.com/operationalization). In this study the two major concepts being examined are

advertising and preference of the boom brand.

i. Advertising shall be measured in terms of the hours of advertising that the manufacturer,

Trade Kings have invested in.

ii. Preference for the boom brand shall be measured in terms of the physical quantity

(tonnage) of the boom brands sold per unit time.

21

3.6. Types of data

The study employs two types of data:

3.5.1. Secondary data – This is form data that are not generated by the researcher. They are

obtained from relevant organisations or other researchers.

3.5.1. Primary data – These data are generated by the researcher. In this particular study primary

data this consists of the data obtained by the researcher through the use of the data collection

tools such as interview guides and questionnaires.

Data can also be classified as quantitative data which are data in form of figures such as hours of

advertising and tonnes of products sold or qualitative data which are data that are descriptive or

narrative like the reasons why consumers prefer boom than other brands.

3.7. Sources of Data

- Secondary quantitative data were obtained from the Marketing manager of trade kings and sales

managers of Shoprite and sole proprietors.

- Primary qualitative data were obtained from consumers in the residential areas.

3.8. Sampling design

The sampling design consists of two methods of sampling:

3.7.1. Non probabilistic sampling – this is the purposeful selection of the marketing manager of

Trade kings (the custodian of the marketing strategy of the company as well as the figures of

sales and advertising) and the Shoprite Sales manager as the custodian of the sales of the brand

from the supposedly most popular sales outlet.

3.7.2. The probabilistic sampling consists of the random selection of retailers and consumers in

the residential areas

3.9. Sample Size and Composition

The study made use of a sample of fifty (50) respondents. The composition of the sample shall

be as follows:

22

- Marketing manager, Trade kings

- Sales manager of Shoprite

- 3 Shop owners (sole proprietors) in 3 residential areas

- 15 consumers from a low density residential area

- 15 consumers from a medium density area

- 15 consumers from a high density area

3.10. Justification of Sample size and composition

A small sample of 50 respondents is deemed suitable for this study considering that time and

financial resources needed to collect analyse and interpret data is limited. It is also perceived that

there will be a saturation of information by the time the 50th respondent is reached. The

marketing manager for trade Kings is the custodian of the marketing strategy of the company and

is therefore a valuable source of information about the marketing strategy used by the company

to promote its brands. Shoprite is supposedly the most popular retail outlet where consumers

from all income brackets (or social-economic classes) buy their household merchandise. It is

likely that the sales from there are representative of preferences in society. The marketing

manager of Shoprite is also likely to provide valuable information on how the popular brands are

doing on the market. The three sole proprietors are expected to provide insight into how popular

the boom brands are in the residential areas by the volume of sales per unit time. The forty five

consumers from 3 levels of income are also expected to provide valuable insight into the pricing

and qualities of the products they consume. They are the one to show why which brand is

popular. A saturation of information is expected to be provided by 45 respondents.

3.11. Target Groups

The study made use of respondents from the following groups:

3.11.1. The manufacturer itself

3.11.2. The big supermarkets (major retail outlets)

3.11.3. Small scale retail outlets

3.11.4. Consumers in low density (high income) areas

3.11.5. Consumers in Medium density (medium income) areas

3.11.6. Consumers in high density (low income) areas

23

3.12. Sampling procedure

The sampling procedure included both probability and non-probability sampling techniques.

The Marketing manager for Trade Kings and the Sales manager for Shoprite were selected

purposefully. They are the custodian of the marketing strategy for their companies. They craft

the strategy, budget for it and supervise its implementation. They keep records of the sales.

The small scale retail outlets shall be selected by using a stratified random sampling technique

which will go as follows:

- A list of low density areas in Lusaka was made and the names of the residential areas

were printed on cards.

- The cards were shuffled select one shall be selected at random to pick out a low density

area which represents the low density areas of Lusaka.

- In the selected area, the most popular shop was picked.

- The process was repeated for medium and high density areas.

In the selected low density, medium density and high density areas the house numbers were

printed on cards.

- The cards were shuffled the 15 households shall be selected at random from each of the

residential areas. This was meant to give each residential area and each household equal

chance of participating in the survey.

3.13. Data collection Methods

The study made use of secondary as well as primary data which will be collected as follows:

- Secondary quantitative data were obtained by examining the records of sales from the

manufacturer and the retailers.

- Primary data, both qualitative and quantitative were obtained from interviews with the

manufacturer, the retailers (corporate and individual) and the consumers.

3.14. Data collection tools

The following tools were used to collect data from the respondents. From

24

- Interview guides were used to collect qualitative and quantitative data from the

Marketing Manager of Trade manager from the sales Manager of Shoprite Checkers.

- Interview guides were used to collect data from sole proprietors in the residential areas.

- A self-administered questionnaire were used to collect data from consumers in residential

areas.

3.15. Data Analysis Techniques Quantitative data shall be analysed using computer programs such as excel and SPSS. The

analysis shall involve summing up and summarising the data using calculations in excel.

Qualitative data shall be analysed using qualitative methods of grouping the responses into

categories and summarising the responses accordingly.

3.16. Limitations of the study

The limitation to the study was lack of funds to finance the research. As a result, it will be

challenging to research in all the selected areas. Therefore, the funds for accommodation,

printing, transport and other expenses were not fully available, meaning that there was need for

rationalization and cancelation of some events to save for other activities. This study was carried

at Trade Kings. Its findings may not be generalised to other Companies.

3.17. Ethical Considerations

The researcher made all efforts to eliminate questions and responses that boarder on slander of

brands that compete with boom brands and indeed any other Trade kings brand on the market.

Identities of the respondents were withheld to uphold confidentiality of the responses.

No respondent was or enticed to participate in the study.

25

CHAPTER 4

RESEARCH FINDINGS

Characteristics of the respondents

The questionnaire was answered by a total of 50 respondents 29 female and 21 male. Three were

below 20 years of age, 21 were 20 to 29 years of age, 13 were 30 to 39 years, 12 were 40 to 49

with one was 50 years or above. Based on type of residential area the distribution comprised 13

from a high density area, 20 from a medium density area and 17 from a low density area.

Table 1. Gender of Respondents

Number Percentage

Female 29 58

Male 21 52

Total 50 100 Source: Primary data

Figure 1. Gender of respondents

26

Source: Primary data

Table 2: Age distribution of Respondents

Below 20 3 6

20 to 29yrs 21 42

30to 39yrs 13 26

40 to 49yrs 12 24

50yrs and Above 1 2

Total 50 100

Source: Primary data

Figure 2: Age distribution of Respondents

Source: primary data

Objective 1: The effect of advertising on the volume of sales

(a). The frequency of boom advertisements during prime time on television,

- 23 of the respondents (46%) reported seeing less than 3 advertisements for boom products during

prime time.

- 17 of them (34%) reported seeing 3 to 6 advertisements.

- 7 respondents (14%) reported seeing 7 to 10 advertisements

- 3 respondents (6%) reported seeing more than 10 advertisement

27

Table 3. Frequency of Boom Advertisement during Prime Time on Television

Frequency Number Percentage

Less than 3 times 23 46

3 to 6 times 17 34

7 to 10 times 7 14

More than 10 times 3 6

Total 50 100

Source: primary data

(b).Frequency of adverts for other brands (competing with boom) during prime time on

television.

- 5 respondents(10%) reported seeing less than 3 advertisements of other brands during prime

time.

- 13 respondents (26%) reported seeing 3 to 6 advertisements

- 28 respondents (56%) reported seeing 7 to 10

- 4 respondents (8%) reported seeing more than 10 advertisements

Table 4. Frequency of Advertisements for competing brands

Frequency Number Percentage

less than 3 times 5 10

3 to 6 Times 13 26

7 to 10 times 28 56

More than 10 times 4 8

Total 50 100

Source: primary data

The mean number of boom advertisements is 3.9 while the mean number of competing brands is 6.36.

This is a statistically significant difference of means. This shows that the general observation of

consumers in the residential areas is that other brands are advertised more than boom.

(c). Quality of boom advertisements

- 28 respondents (56%) of the respondents rated boom advertisements as Excellent.

- 19 of the respondents rated the adverts very good

28

- 2 of the respondents rated them good

- 1 of the respondents rated the adverts average

Table 5 Quality of Boom Advertisements

Excellent 28 56

Very Good 19 38

Good 2 4

Average 1 2

Total 50 100 Source: primary data

(d). The appeal of advertisements of competing brands

The question of whether advertisements for competing brands were more appealing than those of boom

was answered as follows:

- 34 respondents (68%) answered in the affirmative, while 16 answered in the negative.

Table 6. Are other advertisements more appealing than boom advertisements?

Frequency Percent

Yes 34 68

No 16 32

Total 50 100 Source: primary data

(e). The popularity of boom brands.

- 17 of the respondents (34%) reported that boom brands were becoming less popular.

- 33 of them (66%) reported that they were not.

Table 7. Are Boom brands becoming Less Popular?

Number Percentage

Yes 17 34.0

No 33 66.0

Total 50 100.0

Source: primary data

29

Figure 3. The popularity of boom brands

Source: Primary data

(f). The effectiveness of Boom Advertisements

- 37 respondents (74%) stated that boom advertisements were effective in influencing them to

use products that carry the brand name. 13 (26%) stated that the advertisements were not.

Figure 4. Are boom advertisements effective in influencing people to buy and use the products?

Are advertisements effective in influencing consumers to buy and use boom products?

Yes No

30

Source: Primary data

(g). Are Trade Kings coming up with a better brand than boom?

- 21 respondents (42%) answered this question in the affirmative and 29 (58%) in the negative.

Table 7.Are Trade kings making better brand?

Response Number Percentage yes 21 42.0 No 29 58.0 Total 50 100.0 Source: Primary data

Objective 2: challenges Trade Kings face in advertising the boom brand

The major challenge in advertising and promoting the boom branded products on the market is and has

always been competition with manufacturers of similar products. But to Trade Kings this challenge is

little. According to the company director, Dr.Bright Chunga, the company has kept growing as it has kept

improving its product quality and packaging. Dr. Chunga observes that with a customer base of about

hundred million consumers in and out of Zambia, there is more than enough market for all the players in

the industry and there is no one single producer who can satisfy the demand. This being the case there is

very little perception of competition.

The firm in the recent past also faced the problem of piracy. Some unscrupulous people made a paste

similar to boom which they would package in boom packets and sold to the public. This was a minor

challenge which was overcome by creating advertisements to differentiate the genuine boom from the

pirated one. They also improved the quality (texture and scent) and packaging of the product.

.

Objective 3: To describe the brand advertising strategies that Trade Kings uses to remain

competitive in the consumer market.

Trade Kings began their business manufacturing a single product namely boom detergent paste

in 1995 and have over the past 25 years improved and diversified their production. They are at

present manufacturing over 300 different products. Their market extends to other countries such

as Zimbabwe, South Africa, Botswana, Namibia and Malawi. The firm through their flagship

brand boom, set a trend of locally produced quality and affordable products. The major variables

influencing detergent brand choice in the Zambian market is attitudinal variables such as

31

perception regarding the efficacy (quality) of the brand, closely followed by the perception on

the value for-money (price). In the words of marketing manager, boom is the mother of Trade

Kings. They will not lay it aside for any reason. Indeed the firm has grown the boom brand.

Many other products such as scouring powder, dishwashing liquid, antiseptic and bleaching

agent carry the brand name boom. While they are busy promoting new detergent Aloha and

appear to be advertising it more they are indirectly advertising boom detergent paste and boom

bubble plus (washing powder). They have over the past years created brand loyalty for boom to

such an extent that consumers are convinced that anything that carries the brand name ‘boom’ is

good quality nd gives you value for your money.

32

CHAPTER 5

DISCUSSION OF RESEARCH FINDINGS

Objective 1: The effect of advertising on the volume of sales

The majority of respondents in the residential areas (46%) boom products during prime time on

television. Fifty six percent (56%) of the respondents claimed to hear 7 to 10 advertisements of

other brands that are in competition with boom. The comparison of means for the number of

adverts shows a statistically significant difference of means i.e 6.3 times for other brands and 3.9

times for boom advertisements. The majority of the respondents in the residential areas also

claimed that the advertisement for other trade kings brands such as Aloha and hygienix were

more appealing.

However 56 percent of the respondents rated advertisements for boom brands as excellent, 66

percent stated that boom brands were not becoming less popular and 74 percent stated that the

advertisements were effective in influencing people to buy and use boom branded products. In

concomitance to the views of the residents sampled, the interviews with the sales manager of

Shoprite, revealed that of all detergents the boom brand was enjoying the highest volume of

sales. The same view was echoed by the shop owners in the residential areas. These statements

tally well with the information gotten from the interview with the Marketing manager of Trade

kings who stated that ‘boom was the mother of Trade kings’ meaning that it was their debut

brand and would forever be their top brand. She stated that boom has been the brand fuelling the

fame of Trade kings. The apparent loss of popularity of boom occurs as a result of Trade kings

advertising Hygienix hand sanitizer a bit more. This has been necessitated by the COVID-19

pandemic.

Contrary to the apparent loss of popularity, the boom brand still enjoys the highest volume of

sales due to the brand loyalty to boom which Trade Kings have built over the last 25 years as

they have invested heavily in improving their products as well as the packaging to make the

brand more and more attractive to the users. Trade Kings have grown range of product that carry

33

the brand name boom to include dishwashing paste, dishwashing liquid, bleaching agent, toilet

cleanser and scouring powder to name just a few.

From the above discussed results, it can be safely stated that investing in advertising does

actually have a positive influence on the volume of sales.

Objective 2: challenges Trade Kings face in advertising the boom brand

Trade Kings have not encountered any major challenges in the advertising of their power brand

boom. The two challenges of competition have been dealt with successfully. As stated by the

company’s chief executive there is no real challenge in competing for market as the company

keeps expanding its market by opening up new markets at home and abroad. The problem of

piracy is no longer a challenge as the company keeps not only improving the brand but also

catering for all income groups. They package their products in small affordable packages for

small income groups.

Objective 3: To describe the brand advertising strategies that Trade Kings uses to remain

competitive in the consumer market.

The advertising strategy of Trade kings duo faceted. They thrive on creating a good quality

product which gives the customer value for their money. Through aggressive advertising they

have over the years, convinced their clientele of their commitment to the principle of providing a

good quality product which gives their customer value for their money. They have continuously

improved their brand and grown it. With boom, Trade kings have grown from goodness to

excellence, at least in the eyes of their customers. Today we have a wide range of products that

carry the brand name ‘boom’. Today the customers are convinced that anything that carries that

brand name is a good quality product.

34

CHAPTER 6

CONCLUSION AND RECOMMENDATIONS

Conclusion

There is evidence from the empirical review as well as the analysis of field data that advertising

does have a positive influence on the preference of a brand. The more money is invested in

popularizing or raising awareness of a brand the more its volume of sales on the market is likely

to increase. Trade kings have had to advertise their power brand ‘boom’ aggressively from the

time they entered the market in 1995 and they continue to do so to this very day. They have

diversified their production but at the same time grown their brand. They continue to grow today

because of their commitment to “improve lives” as they improve the quality of their products in

an effort to give their customers value for money.

The notion that they are introducing newer brands and phase out boom has however been proved

wrong by the field data. The company has, on the contrary been growing its brand.

Recommendations

i. Trade kings need to advertise boom even more. The brand that

enjoys the biggest volume of sales must be advertised more so that the sales may increase all

the more. When sales increase, revenue increases and more investment in ultra-modern

technologies can be made. This will greatly reduce the costs of production and make the

products even cheaper. This way trade kings can participate more in improving people’s

lives.

ii. Small scale manufacturers in the industry must learn from Trade

Kings who do not merely make advertisements claiming that their brand is the best but invest

in research and development to keep improving their brand thereby convincing them that

indeed they are getting the best value for their money.

35

PICTURES

Part of the factory

Boom detergent paste Trade kings’ Brands

36

Boom Bubble plus washing powder packages for all income groups

Boom Germ protector

37

Sundance

Hygienix soap and hand sanitiser

38

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Management, ICFAI. India.

39

APPENDIX 1

Interview guide for the marketing manager for trade kings

1. What are some of the products produced by trade kings

2. What is the range of products that carry the brand name ‘boom’

3. Boom brands are very well known and utilized by people in most of the residential areas,

the country and even beyond. How have you managed to keep boom as one of the TOP

brands?

4. Could you shade some light on your marketing strategy for the boom brands.

5. What is the quality of boom products you sell per month to the retailers.

6. There are new brands you have introduced. How are they competing with boom?

7. How much are you investing in promoting boom in comparison with other brands?

8. It appears that new brands such as ‘Aloha’ and ‘hygienix’ are doing better than boom on

market. Why is that the case?

9. Why do boom brands seem to become less popular in the past one year?

10. How are boom products selling on the market in comparison with other brands?

HOURS OF ADVERTISING PAID FOR

BOOM ALOHA BULLET HYGIENIX

MAY 2019

JUNE 2019

JULY

AUGUST

SEPTEMBER

NOVEMBER

DECEMBER

JAN 2020

FEBRUARY “

40

MARCH “

APRIL “

MAY “

VOLUME OF SALES (TONNAGE OF PRODUCTS SOLD).

BOOM ALOHA BULLET HYGIENIX

MAY 2019

JUNE 2019

JULY

AUGUST

SEPTEMBER

NOVEMBER

DECEMBER

JAN 2020

FEBRUARY “

MARCH “

APRIL “

MAY “

41

APPENDIX 2

Interview guide for shop managers (Shoprite and private shop managers)

1. How long have you been in the business of retailing trade kings products

2. What are the products you trade in which carry the brand name ‘boom’

3. How much boom products do your customers buy from you per month?

4. What other similar brands are competing with boom?

5. How do you describe the change in the volume of sales of boom products in the recent

years? (Say past two years).

6. What do you think is the reason why there is this change in volume of sales?

42

APPENDIX 3

Questionnaire for customers

Section A

Characteristics of the consumers

1. Age in years

2. Gender (M or F)

3. Type of residential area

a. Low density

b. Medium density

c. High density

Section B: Popularity of the boom brand

4. What boom products have you been using in this house for the past 2 years

………………………………………………………………………………………………………

………………………………………………………………………………………………………

………………………………………………………………………………………

5. What are the qualities of boom products that made you like boom

………………………………………………………………………………………………

………………………………………………………………………………………………

………………………………………………………………………………………

6. What other brand do you think are is stiff competition with boom on the market?

………………………………………………………………………………………………

………………………………………………………………………………………....

……………………………………………………………………………………………

7. Do you think boom is becoming less popular on the market?

……………………………………………………………………………………………

8. If so why?

……………………………………………………………………………………………

43

SECTION C

Advertising strategy of the Trade kings

9. How do you rate the quality of trade kings’ advertisements?

a. Excellent

b. Very good

c. Good

d. Average

e. Poor.

10. How often do you hear or see boom advertisements during prime time on television or

radio.

a. Less than 3 times

b. 3 to 6 times

c. 7 to 9 10 times

d. More than 10 times

11. How often do you hear advertisements for another Trade Kings Brand during prime time

on television

A. Less than 3 times

B. 3 to 6 times

C. 7 to 9 10 time

D. More than 10 times

12. Are the advertisements for the other Trade Kings brands more appealing than those for

boom?

(Yes or No)

13. Are trade Kings coming up with a better brand than boom?

(Yes or No)

14. If so what are the qualities of the other brand that make it better than boom?

……………………………………………………………………………………………………

……………………………………………………………………………………………………

……………………………………………………………………………………………………

……………………………………………………………………………………………………

…………………………………………………………………………

44

SECTION D

Challenges in advertising boom?

15. Do you think Trade Kings are advertising boom brands effectively?

……………………………………………………………………………………………

16. What do you think are the challenges Trade kings face in advertising boom?

………………………………………………………………………………………………

………………………………………………………………………………………………

………………………………………………………………………………………………

………………………………………………………………………………………………

…………………………………………………………………………………

17. How do you think Trade Kings could advertise boom brands better?

………………………………………………………………………………………………

………………………………………………………………………………………………

………………………………………………………………………………………………

………………………………………………………………………………………………

…………………………………………………………………………………

END OF QUESTIONNAIRE

Thank you for participating!

45

APPENDIX 4

PLAN OF ACTION

1. Writing of research proposal 04/ 04 /2020 to 29/04/2020

2. Submission of research proposal 29/04/2020

3. Corrections 01/05/2020 to 15/05/2020

4. Testing of data collection tools 18/05/2020

5. Data collection 20/05/2020 to 30/05/20

6. Data analysis 01/06/2020 to 05/06/2020

7. Report Writing 06/06/2020 to 30/06/2020

8. Submission to supervisor 01/07/2020

9. Corrections 07/07/2020 to 30/07/2020

10. Binding of Report 01/07/2020 to 04/08/2020

11. Submission to supervisor. 05/08/2020

46

APPENDIX 5

BUDGET

Proposal Writing

Stationery

1Book @K12. 12.00

2 pens @ K2.00 4.00

Internet bundles 100.00 116.00

Data Collection

2 Trips to Trade Kings @K50.00 100.00

2 Trips to Shoprite @ K40.00 80.00

3 Trips private Supermarkets @ K40.00 120.00

6 Trips to residential Areas @ K40.00 240.00 460.00

Report Writing

1 book @ K12.00 12.00

Binding 3 copies @ K200 600.00

Delivery to Supervisor 40.00 652.00

Total 1,228.00

47