Scope of the study Photoconversion efficiency

Scope of the study Introduction Much effort has recently been directed towards increasing efficiency η of multi junction solar cells (MJSCs). MJSCs have shown promise for increasing photoconversion efficiency; therefore realistic optimization of MJSCs, given fundamental constraints on photoconversion, is important to provide achievable efficiency targets for both research labs and industry. However, standard theoretical formalisms of photoconversion are not comprehensive enough to realistically reproduce experimental efficiencies. Photoconversion efficiency η of multijunction solar cells (MJSCs) under AM1.5 has reached 38.8% and 44.4% under concentrated illumination [1]. However, currently there is a gap between the experimental approaches to develop MJSCs, and often idealized formalisms to model their efficiency. The vast majority of existing computational work is performed based on thermodynamic Carnot approach or energy balance model (see, for example, [2] - [4]). Only one paper introduces such parameters as saturation currents for radiative recombination and Shockley-Read-Hall (SRH) recombination [5]. In the photoconversion model of [5] processes of light re-radiation and re-absorption (photon recycling) in the structures with multiple reflections were considered, resulting in open circuit voltage VOC increase. Recombination contribution to the photoconversion processes from radiative recombination and Shockley-Read-Hall recombination were also introduced in. Meanwhile, to accurately and realistically predict efficiencies of experimentally produced MJSCs and optimize their parameters, photoconversion models must consider (i) radiative lifetime τr, SRH lifetime τSR, recombination in the space charge region (SCR) and surface recombination velocity S, (ii) optimal base and emitter doping levels, as well as their thickness, and (iii) selfconsistent balance between the MJSC temperature and efficiency. Since MJSCs contain multiple homo or hetero-junctions, trade-offs between interfaces and thin film contributions are also important in the photoconversion processes, but they also were not sufficiently addressed. To overcome the above mentioned limitations we develop a new semi-analytical self consistent approach to calculate photoconversion efficiency for MJSCs with both vertical and lateral design and apply the formalism to MJSC under AM0 and AM1.5 illuminations. In addition to radiative recombination, both Shockley-Read-Hall and interface recombinations (using typical values for direct bandgap III-V semiconductors) were included into the approach. We show that for the typical lifetime of order 10-8 s, which semiconductor technologies offer for A3B5 compounds based MJSCs, the contribution of the light re-absorption and re-emission to the photoconversion efficiency can be neglected. In our simulation of the efficiency a balance between η and the MJSC temperature T is self consistently treated. With increase of subcell number n, the difference between the band gap and photon energies as well as the MJSC temperature decrease. This effect increases open circuit voltage VOC and efficiency η and should be particularly strong for solar cells in space applications. In the outer space the solar cell temperature is not limited by reasonably high temperature of the environment such as in terrestrial application. Furthermore, it is demonstrated in self consistent way that the MJSC temperature strongly depends on the properties of heat sink that removes excessive heat from the MJSC. Our formalism accounts for decrease of the emitted heat and operating MJSC temperature when the number of current matched subcells n increases. Increase of n narrows the spectral range for each subcell, additionally reducing the photocurrent due to energy dependent light absorption, and this fundamental limitation is ignored in other approaches Scope of the study The study is focused on the Photoconversion efficiency of quantum-well solar cells for the optimum doping level of a base, how it affects development of the state, country or areas. It will also involve the analysis of problems associated with Photoconversion efficiency of a place. Aims and Objective of the study The broad objective of the research is to evaluate the impact created by Photoconversion efficiency of quantum-well solar cells For the optimum doping level of a base The other aims and objective of this study includes: i. To determine the level of modern light generation ii. To find out the level of photocoversion efficiency on light and fluorescent. iii. To determine the importance solar cells and quantum well on photoconversion efficiency. Disadvantages as an optical marker The tetramerization of Kaede may disturb the localization and trafficking of fusion proteins. This limits the usefulness of Kaede as a fusion protein tag. ANALYSIS Since the solar spectrum that reaches subcells of MJSC and being adsorbed is in the 0.3m < λ < 2m wavelengths range, non-photoactive low energy photons with λ > 2m do not contribute to the SC temperature increase. For simplicity of our analysis, we consider here the recombination losses only, and in such a case it follows from Eg. (20) that η(n) = η0(n). Processes of re-absorption of light are considered in [5] are important if the nonradiative recombination can be neglected. When calculating VOC in this case, instead of the radiative recombination parameter A we have to use Aeff=A(1-γr) with γr the photon re-emission factor. This increases the efficiency, and when we calculated η, the reflection coefficient Rd was put to zero. In contrast, when the nonradiative recombination is present, η change due to the re-absorption can usually be neglected [8]. In this paper, rather than relying on reabsorption processes, the MJSC efficiency gain is achieved mainly by improving heat dissipation. This can be done by increasing the MJSC emissivity parameter β, making this as close to blackbody as possible. If the solar cell heat dissipates through the top illuminated surface, β is close to 0.9 [11]. By blackening the back surface of the MJSC, the emissivity parameter can be increased to ~1.8. Another method of improving the heat dissipation is to use radiator fins, where the heat emission occurs from larger area than the area of the illuminated MJSC surface (KT >1). We also analyze the influence of the subcells’ base doping level n0 on MJSC photoconversion efficiency η. When the Shockley-Read-Hall recombination dominates, η reaches maximum at n0 = 1017cm-3. For the n-type base the maximum of η is due to interplay of both Auger recombination and Burstein- Moss effect, with the last decreasing the light absorption coefficient near the absorption edge. For the p-type base, Burstein- Moss effect does not contribute to the maximum of efficiency happening. The above considerations are used to optimize n0 when simulating MJSC efficiency η. We first calculate η(n) for the hypothetical model system when each subcell is made of a direct-gap III-V semiconductor with exact energy gaps Egi, always available to satisfy current matching. The following parameters were used: Aeff = 2⋅10‐10 cm3/s , D = 50 cm3/s, Nc= 5⋅1017 cm-3, Nv= 1019 cm-3. We also considered d = 2 ⋅10-4 cm, dp = 10-6 cm, τp = 10-10 s, n0 = 1017 cm-3, Ss = 103 cm/s and δ = 10-2 W/sm2⋅K. The surface recombination velocities and the Shockley-Read lifetimes considered to be the same for each subcells of MJSC. When SRH recombination is considered, we use τSR = 5 ⋅ 10-9 s. Here, Rd=0 and β =1.5, while the heat dissipation conditions are varied: curve 3 KT=1, curve 2 KT=5, and curve 3 corresponds to a forced cooling with MJSC temperature T=300K, which produces the highest η. Curve 4 describes the experimentally achieved efficiencies for different numbers of subcells in MJSC. The figure demonstrates reasonably good agreement of our theoretical results with experimentally available efficiencies. It is important to stress that for improved heat sink, for instance, with γ = 6 ⋅ 10-3 W/cm2⋅K at AM1.5 MJSC temperature increases only slightly above the ambient temperature, thus resulting into to the efficiency close to that one at ambient temperature. SUMMARY In this paper we propose modified efficient semi-analytical approach to realistically calculate the photoconversion efficiency η(n) for multijunction solar cells, applicable for both terrestrial and space applications, and using concentrated or non-concentrated light. The formalism incorporates important mechanisms of photogenerated carriers’ losses due to Shockley- Read-Hall bulk recombination, space charge layer recombination as well as surface recombination at the illuminated and back MJSC surfaces, and heterojunction interfaces respectively. The above recombination contributions reduce the efficiency η compared to the case when only radiative recombination dominates. MJSC efficiency η(n) has been calculated first for the hypothetical “ideal” system when each subcell is made of a direct-gap III-V semiconductor with exact energy gap Egi, required to satisfy current matching. With efficient heat sink and increasing subcells number n, calculated maximum MJSC efficiencies can exceed 60% for AM0 conditions and 50% for AM1.5. RECOMMENDATION In recommendation the, approach described in this paper are that we considered more realistic conditions when SRH recombination dominates over the radiative recombination. This corresponds to, for instance, AM1.5 conditions.

CHAPTER ONE 1.0 Introduction to roles of goverment in poverty

CHAPTER ONE 1.0 Introduction The reduction of poverty is the most difficult challenge facing any country in the developing world where on the average majority of the population is considered poor. Evidences in Nigeria show that the number of those in poverty has continued to increase. For example, the number of those in poverty increased from 27% in 1980 to 46% in 1985; it declined slightly to 42% in 1992, and increased very sharply to 67%in 1996. By 1999 when the present administration came to power, estimates had itthat more than 70% of Nigerians lived in poverty. That was why this government declared in November 1999 that the N470 billion budget for year 2000 was “to relieve poverty.” Before the National Assembly even passed the 2000 budget, the government got an approval to commit N10 billion to poverty alleviation programme. In the 2001 budget, the government has increased the allocation to poverty alleviation programme by 150%. This idea of poverty alleviation was received with high hopes especially given the speed with which this present administration tackled the fuel problem as soon as it came to power. Poverty alleviation was seen as a means through which the government can revamp the battered economy and rebuild self esteem in majority of Nigerians who had been dehumanized through past military regimes. The present paper assesses not only the efforts of the current administration in poverty reduction, but also the role played by past administrations so as to identify a more pragmatic approach to poverty reduction in Nigeria. 1.1 Background of the study CHAPTER TWO 2.0 INTRODUCTION This chapter has attempted to review relevant literature. The essence of literature review is to ascertain the relevance of major contributions in an area of study and also provide indications about existing gaps that need to be filled. In this regard, this review has tried to look at the major developments in the area of poverty with particular reference to: concepts and measurement, theories, causes and effects. The review enabled the work to be properly focused and tailored towards complementing existing body of knowledge. In addition, aspects of the review considered relevant to the study were adopted. 2.1 Literature review Poverty in Nigeria is explained by the combined factors of inadequate food supply and limited entitlement to food as the most rudimentary manifestations of poverty is hunger and malnutrition (Atoloye 1997, Agbu, 1997 and Aku, et al, 1997). In dealing with the problem of poverty alleviation, Archibong (1997) opined that two opposing measures (direct measures which tackle poverty issues and indirect measures of promoting welfare through economic growth) exist. The direct approach assumes that economic growth by itself is too slow to provide substantial benefits to the poor in a reasonable period. Thus, it posits that government should provide goods and services directly to the population in order to ensure that the poor receive an equitable share. On the other hand, the indirect approach is of the view that policy makers should reduce government role in the provision of goods and services and rather concentrate on increasing long - term economic growth. Archibong (1997) continued that poverty alleviation programmes adopted so far in Nigeria reflect a mixture of the direct and indirect approaches. In Nigeria, successive governments have attempted to tackle the problem of poverty through various programmes over the years having identified poverty as the main obstacle to rural development in the country (Egware, 1997 and Ekong, 1997). In a bid to tackle this impediment to rural development, the Nigerian government, responding to World Bank’s recommendations and based on its agricultural survey, embarked on the implementation of three pilot integrated agricultural and rural development projects by early 1970s in Funtua, Gusau and Gombe but later spread to other states of the federation. These projects were mainly to stimulate increase in food production and enhance the income of the rural population. Ekong (1997) further argued that apart from the Agricultural Development Projects, an integrated rural development strategy proposed by the United Nations made up of three main components (rural-urban integration, intersectional and/or zonal coordination, and the package approach) was adopted. This development strategy saw the emergence of Operation Feed the Nation (OFN) in 1976 which was renamed Green Revolution by the civilian administration in 1979 and the Agricultural Credit Guarantee Scheme (ACGS) in 1977. He added that this strategy failed to meet the food aspirations of the nation neither did it uplift the poor class. Other programmes specifically designed to facilitate rural development include: River Basin Development Authorities (RBDA) of 1973, the erstwhile National Agricultural Land Development Authority (NALDA) of 1991 and the Directorate of Food, Roads and Rural Infrastructures (DFRRI) of 1986. While Archibong (1997) and Egware (1997) argued that the anti-poverty effect of these projects remains marginal, Egware (1997) opined that NALDA has encouraged small holder farmers to bring more land under cultivation thereby improving agricultural output which should all things being equal, reduce household expenditure on food, thus reducing poverty. Egware (1997) continued that in addition to the above programmes, there have been special relief package projects targeted at alleviating poverty during and after the Structural Adjustment Programme (SAP) which was introduced in 1986. Such projects include the National Directorate of Employment (NDE); Family Support Programme which was later replaced by the Better Life Programme and again changed to Family Economic Advancement Programme; the People’s Bank; Community Banks; Rural Health Schemes and the Expanded Programme on Immunization as well as National Orientation Agency whose purpose among others is to mobilize and encourage the participation of rural people in their development. Specifically, an extra-budgetary relief package to the tune of N494.9 million was announced in 1989 to provide employment opportunities, health care delivery and reduce difficulties faced in transportation. According to Agbu (1997), recent efforts by the nation’s government to tackle the poverty situation have been addressed within the broader policy objectives of national development as the following targets were set in the 1996 - 1998 rolling plan. a. reduction of overall incidence of poverty to 20 per cent by the year 2010; b. ensuring adequate availability of infrastructure and access of the poor to land, credit and technology; c. ensuring increase in primary school enrolment from the current level of 69 per cent to 100 per cent and adult literacy rate from 52 percent to 76 per cent by the year 2010. Agbu (1997) however lamented that one year after these recommendations were made as part of the 1996-98 rolling plan, very little was done towards achieving these targets. This not withstanding, Ekong (1997) noted that the government formed a new approach known as the Community Action Programme for Poverty Alleviation (CAPPA) in 1997 to help alleviate poverty with the following objectives: i. improvement of the living conditions of the poor through a targeted cost-effective, demand-driven and promptly delivered programme; ii. enhancement of the productivity of the poor through skills improvement; iii improvement of the nutritional status of the poor through improved household food-security and health practices. Ekong (1997) was quick to observe that though the programme had strict and enviable objectives, neither the basis nor the framework for its adoption was clear. Available records indicate the establishment of several specific interventions by government between 1986 and 2003 to alleviate poverty. These programmes/projects include: the National Directorate of Employment, the People's Bank, the Community Bank Scheme, the National Economic Reconstruction Fund, the Better Life Programme/Family Support Programme, the Family Economic Advancement Programme, the Directorate of Food, Roads and Rural Infrastructure, the Primary Health Care, the Federal Urban Mass Transit Scheme, the National Agricultural Land Development Authority, the Nomadic Education, the Universal Basic Education, the Poverty Alleviation Programme and the National Poverty Eradication Programme (National Planning Commission 1994; Ogwumike 2001; Obadan 2001; Ali- Akpajiak and Pyke 2003). 2.2 CAUSES OF POVERTY IN DEVELOPING COUNTRIES Though poverty is said to result from many causes, Oxfam Community Aid Abroad (1992) was of the view that poverty is primarily a function of entrenched social and economic inequality at both the national and international levels. At the international level, such inequality is manifested in the areas of trading and financial system where developed countries which are in minority in the world economy enjoy affluent lifestyle at the expense of developing countries which constitute the majority. This view is corroborated by that of Central Bank of Nigeria (1998) which said that poverty results from the international economic system’s interdependency relationship where a set of countries (developed countries) gains an economic advantage over another set of countries (developing countries) for a given situation. The CBN continued that developing countries’ indebtedness, payment of increasing prices for imported inputs from developed countries as against their relative low export prices perpetuate international inequality which leads to growing number of poor people in developing countries. At the national level, inequality also exists and causes poverty especially in developing countries as argued by Kwanashie (1998:316) in the case of Nigeria that: a small segment of society through their control of state power simply expropriate to themselves the major part of the nation’s wealth which they squander. A parasitic ruling class which is incapable of investing looted resources consequently undermines the ability of the economy to grow. Through mismanagement, competition and bad government, the country is left in a circle of poverty and deprivation. In many countries of the world, macro economic disequilibrium caused by balance of payments deficits, poor fiscal management, etc, have made it necessary for them to embark on major policy reforms since these conditions on their own would still produce poverty. These reforms have led to monetary and fiscal policy measures that have negatively impacted on cost and access to credit by the poor, retrenchment, high cost of domestic production and decline in capacity utilization all of which have worsened poverty situation (Ajakaiye and Adeyeye 2001). Deng (1994) argued that economic reforms such as structural adjustment programmes have contributed to increase in poverty in developing countries as they hurt the urban vulnerable groups of unskilled and semi-skilled workers as well as public sector workers who were marginally living above the poverty line before reforms. On their part, Anyanwu and Nsoro (2002) said that policies like privatization and commercialization have not only led to greater inequality but denied majority of Africans access to basic necessities of life such as health, potable water and sanitation thereby making them poorer. In a nutshell, World Bank (2001:32) has it that: in many countries, social spending is regressive. Moreover, such investment has been less effective than expected, in part because of serious problems in quality and in responsiveness to poor people’s needs. Central Bank of Nigeria (1998) and Odusola (1997) summarized the causes of poverty to include: (a) inadequate access to income earning and productive activities such as land, capital as well as necessities of life such as shelter, health, education and safe water; (b) inadequate participation in the political process (even in the design and implementation of programmes that are meant for the poor) and absence of the poor’s influence on the potential life of their societies; (c) inadequate or near absence of developmental efforts in the areas inhabited by the poor in preference to urban and high potential areas; (d) inadequate access to markets for goods and services of the poor in rural areas due to poor road network; and (e) the effects of external economic and financial factors over which governments of developing countries such as those in Africa have no control. 2.3 EFFECTS OF POVERTY IN DEVELOPING COUNTRIES A society is likely to remain largely in subsistence production if most of its members are poverty-stricken as the poor can hardly afford capital for expansion in production. They thus resort to labour intensive production with the margin of productivity remaining low. This situation is worsened by the fact that subsistence production is not fully utilized as it is constrained by poor processing and storage techniques, unfavourable weather conditions as well as damages caused by pests and diseases. Even where some of the poor benefit from credit facilities, instead of using such loans to boost production, they are sometimes misallocated as a result of indebtedness, low educational attainment and low sales proceeds (CBN 1998, and Aku et al, 1997). Central Bank of Nigeria (1998), Aku et al (1997) further opined that poverty leads to little or no confidence in constituted authorities and this does not only generate disrespect from the poor public but also renders government policies ineffective. This is because their loyalty which is seen as the reciprocal of benefits from government remains daunted as they feel uncatered for. Some of the effects of poverty are evident in consumption, justice, health and politics argued CBN (1998). In the area of consumption, the poor obviously pay higher prices for the goods and services they consume. This is because their meagre incomes restrict them to purchases in small pieces thus preventing them from enjoying discounts which are associated with bulk purchases. The poor are not only denied justice but are easily arrested and often given stiffer penalties than the non-poor for same or similar offences. As regards health, the poor who have little or no access to qualitative health facilities also have less nourishing diets, more birth defects, accidents and disease infections than the non-poor. These in turn affect their productivity and quality of life. In politics, the poor are so unorganized that they can hardly influence any political decision or make any meaningful impact in voting for a candidate of their choice into an elective office. According to World Bank (2001), the poor are not only deprived but also seriously feel their lack of voice, power and independence. In other words, they find themselves in a state of helplessness and powerlessness. Describing the complete powerlessness of the extreme poor, Kwanashie (1998) said that in addition to the fact that most of the time they have absolutely no power to influence their destiny and thus left at the mercy of those considered powerful in the society, their inability to escape from extreme poverty condemns generations after generations to the same fate. 2.4 ROLES OF GOVERNMENT IN POVERTY ALLEVIATION • The federal government could strengthen or create: o Income and capacity supports like employment insurance, immigrant settlement, early childhood learning and child care, o Community Innovation Funds that would support place-based initiatives like pilot and demonstration projects • Provincial governments play central roles in: o Affordable housing and transit o Labour market issues like minimum wages, employment standards and training o Social assistance, education and health, child and elder care • Municipalities play at least three key roles: o They contribute valuable local knowledge and community networks o Though planning for land use, transit, public health, housing, culture and recreation and immigrant services, they frame and influence the quality of life and community wellbeing; this needs to be done through a social inclusion lens They convene and partner with the voluntary or third sector agencies who do collaborative work that can help build momentum and impact 2.5 THE ROLES OF GOVERNMENT IN POVERTY ALLEVIATION PROGRAMMES THROUGH SOME ESTABLISHED PROGRAMMES 1. AGRICULTURE The tasks of the agricultural sector (among others) are to ensure internal food security, provide raw materials for domestic industries and also contribute to the diversification of the export base of the economy. The sector has not been able to adequately achieve these tasks as it is faced with problems of storage and preservation, poor rural infrastructures and low level of technology. To tackle these problems, the government had established the Directorate of Food, Roads and Rural Infrastructure (DFRRI), the National Agricultural Land Development Authority (N.A.L.D.A) and the Strategic Grains Reserve Programme. 2. Directorate of Food, Roads and Rural Infrastructure (DFRRI) Ogwumike (1998) argued that in addition to the conventional pursuit of growth objectives, the 1986 budget radically departed from past narrow sectoral pre-occupation with mere generation of food and fibre surpluses to over-all formulation of a national rural development strategy with emphasis on the alleviation of rural poverty and enhancement of the quality of rural life. It was in the light of this that DFRRI was established by Decree No. 4 of 1986. The DFRRI was expected to identify, involve and support viable local communities in the effective mobilization of the rural population for sustained rural development activities recognizing the complementarities of the basic needs of food, shelter, potable water, as well as bearing in mind the need for promoting greater community participation and economic self-reliance of the rural community (NPC 1994, Ogwumike 1998). The objectives of DFFRI included the following: - assisting rural dwellers to improve the quality of their lives and enhance their standard of living; - laying a solid foundation for security, socio-cultural and sociopolitical growth and development of the country, by linking security, growth and development of rural areas to those of urban areas; - diversifying and improving rural infrastructures; - creating a deeply rooted and a self-sustaining development process predicated on effectively mobilized mass participation starting from the grassroots to encompassing the entire nation (NPC 1994). 3. National Agricultural Land Development Authority (NALDA) The National Agricultural Land Development Authority was inaugurated in 1991 but took off in 1992 with the aim of moderating the problem of low utilization of abundant land resources in the country. This programme which involved the three tiers of government and the local communities had as its target, the development of 3000-5000 hectares of land in each state between 1992 and 1994. This was to develop at least 7,500 to 12,800 farmers within the area so that they could live within the radius of 3-5 kilometres of their farmlands. Unfortunately, NALDA developed and allocated only 1000 hectares of land as composite divided into 4 hectare plots. The authority was faced with problems ranging from inability of some states to provide the required 1,200 hectares of land in a contiguous location due to shortage of funds for the execution of the authority’s activities (NPC 1994). A major shortcoming of the authority’s work was its allocation of developed plots of land to highly placed public officers and urban and rural rich individuals at the expense of the targeted rural population. The end result was that rural dwellers’ land were taken from them and handed over to wealthier personalities. 4. Strategic Grains Reserve Programme This programme was established in 1987 to help address the problem of food insecurity; minimize intra and inter seasonal variations in agricultural products’ supply; offer assistance to deserving neighbouring and friendly nations and curtail the perennial problem of post-harvest losses (NPC 1994). Though this programme was well-intended, it has not impacted on the rural farmers as they have continued to experience increasing post-harvest losses while the high rates of inflation that affect almost all agricultural products are testimonies to the fact that the issue of food security in Nigeria has remained an illusion. In summary, these agricultural related programmes aimed at poverty alleviation in Nigeria though well intended, have seemingly failed to impact significantly on the poverty situation. This may be partly blamed on failure to enlist the participation of the rural farmers in the planning and implementation processes in addition to inadequate funding. In the words of Okunribido, Amusan, Araoye and Babalola (1996), in slums and squatter settlements, many families reduce food intake from 3 to 2 meals a day with the situation worsening in rural areas where acute under nutrition is prevalent. This view points to the fact that the agriculture related poverty alleviation programmes discussed in this section have done little or nothing to ensure food security in the country. 5. EMPLOYMENT AND RURAL DEVELOPMENT In this section, we have tried to review the activities of the National Directorate of Employment, the Better Life Programme/Family Support Programme and Family Economic Advancement Programme. 6. Better Life Programme (BLP)/Family Support Programme(FSP) In the words of Ogwumike (1998), due to limited educational skills and paucity of formal employment opportunities, most women have turned to self employment as a means of supporting themselves and their families. Their activities do not yield enough to raise them out of poverty as they lack the capital, technology and management skills as well as access to credit and markets that could aid in expanding and improving their productivity and income. As a result, the Better Life Programme and the Family Support Programme established in 1987 and 1994 respectively organized cooperative societies for women to increase their access to credit, enhance their productivity and income earning potentials. Both programmes were said to have shown varied levels of success. In this direction, NPC (1994) observed that between 1987 and 1990, 150 women cooperatives were reached by the Better Life Programme in each state and by 1992, the number increased to 9,044. In addition, the BLP trained 1,444 traditional birth attendants between 1990 and 1992. 7. Family Economic Advancement Programme (FEAP) The Family Economic Advancement Programme which was seen as an off-shoot of FSP was introduced in 1997 as an economic project designed for the poor and the needy. It was meant to empower locally based producers of goods and services as well as potential entrepreneurs in the cottage industries. Thus, it was specifically aimed at facilitating the setting up of productive cottage enterprises by communities/cooperatives that were to use locally fabricated equipment in the rural areas (Okunmadewa, 1998; Central Bank of Nigeria and World Bank 1999). The rural areas were to be reached through electoral wards. 2.6 National Directorate of Employment (N.D.E) The directorate was established in 1986 with the objectives of designing and implementing programmes to combat mass unemployment, articulating policies to develop work programmes with labour intensive potentials; obtaining and maintaining a data bank on employment and vacancies in the country so as to act as a clearing house to link job seekers with vacancies in collaboration with other government agencies (NPC 1994, Ogwumike, 1998). The directorate has four (4) main programmes that according to Ogwumike (1998) do not only create jobs but also enhance productivity and income earning potentials of youths and other beneficiaries. These programmes are: vocational skill development (VSD), special public works (SPW), small-scale enterprises (SSE) and agricultural employment. On the directorate’s achievements, NPC (1994) and Ogwumike (1998) observed that over 766,783 individuals were trained in the open apprenticeship scheme between 1987and 1998; more than 106,854 persons benefited from the resettlement scheme as at 1996; the school on wheels scheme had engaged 15,317 unemployed youths as at 1994; the waste to wealth scheme benefited 6,394 youths as at 1994; and the special public works programme created jobs for more than 154,910 unemployed persons between 1987 and 1994. In addition, the small scale enterprises programme had provided loans to about 2,335 persons as at 1994. The programme has been constrained by inadequate funding, shortage of staff, inadequate vehicles and equipment for projects’ monitoring, loans coordination and recovery activities. Thus, the issue of sustainability has remained uncertain as the directorate is finding it difficult to cope with the needs of the increasing number of applicants in the face of inadequate funding (CBN and World Bank 1999, NPC 1994). However, the fact that many Nigerians have benefited from the directorate cannot be denied though it has not been able to evolve a mechanism for self-sustenance. CHAPTER THREE RESEARCH METHODOLOGY INTRODUCTION The methodology adopted for conducting this research is aimed at finding out An appraisal of the t role of government in poverty alleviation areas with references to Imo State. Research design aimed at showing the various methods and procedures of the research work. The methodology adopted for this work reflects the researchers sense of originality and power of mental enquiring. The method of enquiring data collection, questionnaire design and data analysis technique will substantiate this fact. 3.1 RESEARCH DESIGN Research design according to Osuala E.C. (2001) is the blue print or plan which determine the nature and scope of study carried out or proposed. The research design used in this project is descriptive design which seek to describe the existing status of what is being investigated and it will also help the researcher to know where the variable are gotten and how the objectives could be achieved. This descriptive approach involves the normal gathering analysis and interpretations or a set of data so as to explain the underling factors that surround the problems that triggered of the research. 3.2 AREA OF STUDY This study centres on the impact of poor revenue generation on the development of local government areas. It covers only Umuahia North Local Government in Abia State. 3.3 POPULATION SIZE Population is the number of respondents, the researcher is investigating. This also known as the universe. The population under study consists of 200 people Owerri municipal. 3.4 SAMPLE SIZE AND SAMPLING TECHNIQUES We study a sample because it would be virtually impossible to study the entire population due to constraints of time and costs. However, the sample must be representative of the population from which it is draw. In other to determine the sample size, the researcher used a 5% level of significance, the sample size was derived using Yaro Yamnane formular n = N 1+ N (e)2 Where n = sample size N = Population of the study e = level of significance/Error estimate at 5% 1 = Constant n = 200 1+ 200 (0.05)2 n = 200 1+ 200 (0.0025) n = 200 1+ 0.05 n = 200 = 133.33 1.5 = 133 3.5 SAMPLE SIZE AND SAMPLING TECHNIQUES The sample size of the study as determined from the population is 133, therefore the sample size = 133. the researcher used simple random sampling technique to select the sample from the population. 3.6 INSTRUMENT FOR DATA COLLECTION The researcher will make use of the most appropriate and suitable instruments for data collection. The instrument is questionnaire and direct interview the questionnaire will be generated in line with the research questions in a simple and clear grammar to enable the respondent understand and respond to the research questions. In this study, the researcher will also employ other instruments for data collection like personal observation and interview. 3.7 SOURCES OF DATA COLLECTION The researcher used two basic sources of data collection in the process of conducting the research, the researcher used both primary and secondary sources of data collection. i. PRIMARY SOURCE OF DATA COLLECTION Primary source of data collection are information that are generated specifically for the purpose of this research work. In this study, data were got from personal observation, interview and responses on the questionnaire. The questionnaire is a well structured one, which permit the respondents to answer (yes or no). the questions are designed in the closed ended manner in order to ensure accurate statistical evaluation. ii SECONDARY SOURCE OF DATA COLLECTION The secondary sources of data were gotten from existing information that are already written, published and unpublished that are related to the topic which includes textbooks, journals newspaper, international financial publication towards development. 3.8 VALIDATION OF INSTRUMENT According to Bowen etal and Runkel etal validity can be defined as the process of finding out the degree to which a researcher or a test indeed measures what it purports to measure. In other words the questionnaire instruments or tests or items concern the content of the variables or rational categories the researcher has identified as the element of these variables of which she feels that by using them to test her respondents, she will receive similar answers from them. By instrumentation validation, the researcher tries to show her readers that what she thought the contents of the study to mean are what the umpires have taken them also to mean. In order to establish the validity of the instrument, the researcher used the pilot test technique. According to Odo pilot test technique could be defined as the process of trying out the entire aspects of a study including analysis of the data following closely the procedures planned for the main study before launching the main study. For this purpose, the researcher selected 14 respondents identical to the proposed sample group of the main study from a population other than the main study. The researcher distributed the constructed questionnaire to them to score. She scored one the way she expected them to score. She then compared the result side by-side with each one scored by the respondent 12 out of the 14 (86%) of the respondents made definite decision on the questions. The researcher, therefore claimed that the instrument was valid. ii. TEST FOR RELIABILITY OF INSTRUMENT Odo ibid, citing Ibanga, Williams, Kerlinger, Behing, Bowen et al and Borg et al defined reliability of an instrument as a process of obtaining information on degree to which a measure will yield similar results for the same subjects at different times under different conditions on a consistent, dependable, stable, predictable and accurate way. The researcher used the test-retest process to establish the reliability of the instrument. According to Odo ibid, stated that the test-retest is a process whereby the researcher administers the constructed questionnaire to the same reliability sample group more than once with the view of discovering how consistent each element of the group is in the scoring of the instrument at those different times. The researcher wants to show the reader that she ought to trust or depend on the results generated with her instrument of the study. Measuring instrument is reliable it provides the same data when administered twice or more times in any other local government under similar conditions. The instrument was test-retest for reliability, test-retest was conducted at Owerri Municipal where the questionnaire was administered to members of selected staffs. These was retrieved, presented and analyzed. The results of the two were compared. Where the results are found to be similar, the researcher was convinced that the instrument was reliable. METHOD OF DATA ANALYSIS The data collected is going to be presented in a tabulated form with focus on the major research questions in other to enable the researcher determine the results. Data collected were analyzed by use of simple percentage analysis. The following formular was applied. f x 100 n 1 Where f = frequency of response n = number of respondents Decision Rule All positive respondents to any item are recognized as a factors. CHAPTER FIVE DISCUSSION AND CONCLUSION AND RECOMMENDATION In this chapter, the findings and conclusions in earlier chapters are summarized after which policy recommendations are provided. The recommendations are aimed at re-invigorating poverty alleviation programmes in Nigeria with particular reference to Benue, Nasarawa and Plateau states for the purpose of reversing the persistent rise in poverty incidence in these three states and the country at large. 5.1 SUMMARY The main objective of this research is to investigate and analyse with the aid of primary and secondary data the extent to which poverty alleviation programmes (specifically, National Directorate of Employment, Peoples Bank and Primary Health Care) have affected the level of poverty in Benue, Nasarawa and Plateau States. Findings obtained from the analysis have been discussed in chapters three (3) and four (4). The relationship between poverty alleviation programmes and poverty reduction has been very weak. This can be attributed to the shortsightedness and half- hearted approach by those entrusted with the responsibility of tackling this hydra-headed problem (Silas-Manner, 2003:3). This non-challant attitude explains why despite the fact that not less than ten (10) poverty alleviation programmes were established in Nigeria between 1986 and 2003, the nation's poverty level has continued to rise as indicated in table 1. It is important to note that these poverty alleviation programmes have gulped billions of naira with little or nothing to show for it. In the analysis, income has been considered as the major determinant of poverty. This implies that the large sums of money spent on poverty alleviation programmes should have been translated into enhanced income and a consequent reduction in poverty incidence. Unfortunately, the reverse has been the case as over 50% of the nation's population are currently poor and most disturbingly, apart from National Directorate of Employment's beneficiaries in Keana and Jos East local government areas, more than 50% of the beneficiaries of National Directorate of Employment and People’s Bank in all the local government areas sampled lived below the poverty line as at 2003. Even where observed improvements have occurred in the incidence of absolute poverty, such changes were found to be statistically insignificant. That is, compared to what the government had allocated in terms of financial and material resources, the improvements are nowhere near what could be termed a commensurate outcome. The statistical test enabled the research to capture explicitly the level of effectiveness of the programmes considered. In addition to the fact that the research has revealed that these programmes have not been very effective, it has also established that contrary to government claim, substantial proportion of beneficiaries of National Directorate of Employment and People's Bank have abandoned the projects they were identified with as beneficiaries. The study is made up of five chapters. Chapter one described in detail the methodology of the study which is mainly descriptive, but supported by the Foster, Geer and Thorbecke (FGT) index as well as the ‘z’ test distribution at 5 percent level of significance. The descriptive method enabled us to incorporate opinions that could not be captured by the research instrument while the FGT index was used in tracing the poverty incidence among beneficiaries of National Directorate of Employment and People's Bank. The ‘z’ test distribution has been used to determine the statistical significance of the impact of interventions through the National Directorate of Employment programmes and People's Bank loans in the six local government areas sampled. Chapter two which reviewed related literature focused on: concepts and measurements of poverty, poverty theories, causes of poverty and the effects of poverty. Specifically, the chapter highlighted that: a. there exists absolute, relative and subjective dimensions of poverty which are measured differently; b. poverty is highly associated with the interdependency relationship which exists in the international economic system as developed countries gain an economic advantage over developing countries; c. increasing poverty incidence in developing countries can be attributed to inequality where a small population of their economies appropriate wealth to themselves at the expense of the economic well-being of the majority. Attempts to reduce income inequality through fiscal policy and other measures have not yielded positive results in many developing countries including Nigeria; d. adverse impact of certain economic policies, such as structural adjustment programmes and economic management policies have also accentuated poverty; e. civil wars, armed conflicts and social unrests have contributed in deepening poverty in many developing countries; f. inadequate or even absence of basic social services, like good education, good health care and infrastructural facilities such as electricity, good roads as well as potable water inhibit productivity and has tended to make poverty a vicious circle. In effect, productivity margin remains low due to subsistence production which is characterized by poor processing and poor storage facilities as well as low education; g. poverty leads to little or no confidence in constituted authorities which could render government policies ineffective as the poor feel un-catered to. In essence, public demoralization leads to poor tax compliance and sporadic violence, which have tended to weaken governments in developing countries; h. malnourishment is common among the poor with children as the most vulnerable group in addition to their being ‘abused’, performing poorly academically and dropping out of school despite the fact that their parents are often ‘tied’ to the rich land owners in client- patron relationships; and i. high rates of mortality and morbidity are closely associated with poverty due to inaccessibility to quality health facilities. In chapter three, a descriptive examination of the performance of government poverty alleviation programmes has been presented. The poverty alleviation programmes considered in this chapter are: Directorate of Food, Roads and Rural Infrastructure; National Agricultural Land Development Authority; Strategic Grains Reserve; National Directorate of Employment; Better Life programme/Family Support programme; Family Economic Advancement Programme; Primary Health Care; Guinea Worm Eradication; People's Bank of Nigeria; Community Bank; National Economic Reconstruction Fund; Nomadic Education; Universal Basic Education; National Urban Mass Transit; National Policy on Housing; Petroleum Trust Fund; Poverty Alleviation Programme and National Poverty Eradication Programme. The analysis of these programmes revealed that: (i) though they were well intended, they failed to adequately target the poor people due to location, processes and/or mismanagement. Corruption has also been blamed widely in the literature as partly responsible for the derailment of several interventions; (ii) many of the programmes were inadequately followed-up, inadequately funded and poorly staffed; (iii) none of them had an in-built mechanism for sustenance; and (iv) in the case of National Directorate of Employment, People's Bank of Nigeria, Poverty Alleviation Programme and National Poverty Eradication Programme in which stipends were paid, intended beneficiaries were denied access to such funds while privileged members of the society and their families became major beneficiaries. Chapter four presented and analyzed secondary and primary data gathered for the study. A descriptive approach using percentages and graphs supported by Foster, Geer and Thorbecke (FGT) poverty index as well as the ‘Z’ text distribution were used in analyzing the data. An examination of the secondary data revealed that despite the existence of poverty alleviation programmes, poverty incidence continued to rise between 1986 and 1998 though it began to decline as from 1999. This supports the null hypothesis that poverty alleviation programmes have not significantly alleviated poverty in Nigeria. Analysis using the FGT poverty index indicated that except for National Directorate of Employment's beneficiaries in Keana, and Jos East local government areas, the poverty incidence among beneficiaries of NDE and People's Bank as at 2003 ranged between 54.87% and 79.03% which, going by hypothesis 1, depicts failure of the two programmes to significantly alleviate poverty. The analysis also revealed narrow coverage by National Directorate of Employment and People's Bank with urban areas benefiting more than rural dwellers which corroborate our descriptive analysis in chapter three. In the six local government areas sampled, the programmes have not been very effective due largely to non-existence of feed back mechanism from beneficiaries as they were rarely (if at all) monitored and encouraged. Generally, apart from high patronage of unsatisfactory services/facilities offered by Primary Health Care centres, the programmes studied have not been able to meet the aspirations of the poor. This is because they were not only insufficient but have not been properly managed. 5.2 CONCLUSIONS a. Poverty incidence in Nigeria should have been declining due to implementation of a number of poverty alleviation programmes between 1986 and 2003. In essence, the number of those categorized as poor should have been falling. This study did not find evidence of this in the analysis of sample data. The nation's poverty incidence and indeed poverty incidence in the three states under study maintained a general upward trend between 1986 and 1998 while the number of poverty alleviation programmes during the same period continued to increase. Though our secondary data has indicated that the nation's poverty incidence began to decline as from 1999, the situation has remained worse than what was obtained prior to 1986. b. One observable shortcoming of poverty alleviation programmes in Nigeria is that their approach is top - bottom. Policy decisions on these programmes were taken without due consideration of would be beneficiaries' yearnings and aspirations. Beneficiaries were simply informed of the activities they were to be engaged in, which presupposes that by so doing, they would get out of poverty. This has explained why according to Ali-Akpajiak and Pyke (2003), states and local government areas have been reduced to mere implementing authorities. Many beneficiaries embraced such programmes as a last resort which explains why they abandoned acquired skills for other occupations. The bottom line is that the nation's poverty alleviation programmes have not been synchronized with the needs and aspirations of benefiting individuals and communities. c. The persistent rise in poverty incidence in Nigeria since 1980s has indicated that poverty alleviation programmes have not been very effective. This is due to the fact that in addition to inadequate financial, material and human resources, public officers vested with implementing these programmes have performed below expectation as corruption and outright manipulations characterized most of the programmes. The immediate consequence has been the failure of such programmes to significantly affect the poverty situation in the country. d. In financing public projects in an economy like Nigeria where fiscal indiscipline is high, a lot of public funds are expended with little to show. The existence of numerous poverty alleviation programmes during the period of study implied huge government expenditure with highly insignificant outcomes. The expenditures on these programmes have instead furthered the widening of the gap between the rich and the poor in the society due to their misapplication. e. The nation's poverty alleviation programmes which according to Ali-Akpajiak and Pyke (2003), Obaseki and Onwioduoki (1997) were meant to impact positively on the poor did not achieve the desired goals due to faulty implementation and absence of a permanent and comprehensive policy framework as well as undue political interference. The result is that these programmes have been bedeviled by inadequate monitoring and evaluation. Even in situations where stipends and credit facilities were given to beneficiaries, it has been difficult to ‘track’ them as up-to-date records on such beneficiaries are scarcely available. Thus, the failure to effectively implement poverty alleviation programmes has not only made it difficult for them to be sustainable but has been largely responsible for the perpetuation of poverty in Nigeria. f. Majority of Nigerians are left in a circle of poverty due to mismanagement, corruption and bad governance argued Kwanashie (1998). This view has re-enforced the position of the power theory discussed as part of the literature review which emphasized that those in power amass wealth to the detriment of the masses who are the majority. As a result of this, poverty in Nigeria has remained a stable characteristic of the nation's socio-political structure. g. Finally, poverty alleviation has remained a myth more or less due to faulty formulation, implementation and their non-participatory nature. It is tragic that the civil society which normally projects the interest and aspirations of the more vulnerable group-women and children – did not play an active role in the processes of the programmes. 5.3 RECOMMENDATIONS. (i). Identifying the poor. In the first instance, there is the need for policy makers and managers of poverty alleviation programmes to identify the poor at community levels so as to direct poverty programmes and projects towards them. It is not enough to simply find out the proportion of those poor in a particular society. Identifying them and their peculiarities is imperative. Such identification could be done by, after setting required benchmark, allowing community leaders to compile and submit to relevant organs the list of those categorized as poor alongside their needs. This is because an understanding of the diverse nature of the poor and their peculiarities will provide a focus for designing appropriate programmes that will not only help them to tackle their problems but also enable them take advantage of available opportunities in their environment. In addition, the identification will, according to Echebiri (1997) aid in overall economic development planning as geographical, cultural and social differences are considered thus enabling appropriate pathway through which each community can alter economic growth and development. It is only when this is done that we can recognize the communities that need urgent attention. (ii) Participation by beneficiaries. For any poverty alleviation programme to be successful and effective, poor people themselves should have a say in the formulation and implementation of the programme. This could be achieved through the involvement of civil society and/or Community Based Organisations. It creates a sense of ownership and makes accountability possible and effective. It is necessary to involve the poor in all stages of programme cycle (from conception to inception, implementation, monitoring and evaluation). It is through full participation of the poor from the stage of decision making that their views and opinions could be taken, harmonized and incorporated with the aim of ensuring that only programmes and projects which meet their yearnings and aspirations are put in place. This approach has the potential of mobilizing individuals in the various communities to provide adequate support to priority development programmes and projects that affect their welfare. As observed by Kanbur and Squire (2001), the poor know their situations and needs better and can best contribute to the design of policies and projects intended to improve their living standard. Once they are involved, they become more committed to the implementation of the projects. Kanbur and Squire (2001) used Indonesia to illustrate that such participatory approach improved project performance between 1979 and 1990. During this period, Indonesian government allowed the key criterion for water supply and sanitation to be controlled by benefiting communities. This did not only result to a drop of cash contribution from the government and an aid organization (CARE) from about 80% to about 30% of project costs, but also enabled successful operation and maintenance of the projects. In a nutshell, the current top-bottom approach should be reversed to bottom-top approach so that the poor will be able to initiate, design, execute and manage their priorities and consequently come out of poverty. (iii). Development of human capital. Efforts should be intensified by the various tiers of government to design relevant policy measures aimed at human capital development through skill acquisition. Once this is done in consonance with individual and societal needs, people including the poor will take advantage of and control of their environment (Obaseki and Onwioduokit, 1997). The result is that individuals will improve themselves as their production and productivity could be raised especially if they are appropriately ‘remunerated’. If these happen, it will be possible for the poor to ‘grow’ out of poverty. Specifically, this will require in the words of Ogwumike (1998) the strengthening of management capabilities of Community Based Organizations (CBOs) and Community Development Associations (CDAs) through workshops and seminars so that they can perform their expected roles in all poverty programmes effectively. According to Aigbokhan (1997), Achime and Afemikhe (1997), any policy based on capacity building through human capital development for full utilization of labour resource is capable of accelerating economic growth, alleviating poverty and protecting the Nigerian economy from further distortions (iv). Provision of functional amenities. In order to raise productivity among the poor so as to alleviate poverty, the government in partnership with the private sector and host communities should endeavour to provide functional qualitative amenities which are considered as complementary factors of production. Such amenities include improved good health care system, motorable roads, potable water and electricity. This will go a long way to increase productivity and consequently alleviate poverty. Here, priority should be given to implementation of a health care policy for the poor who most of the time, are unable to pay for ‘specialized’ medical services. This is because according to Central Bank of Nigeria and World Bank (1999), investment in preventive and primary health care is capable of raising life span as well as increasing the productivity of the workforce. (v). Reinvigorating NACRDB. To empower the poor economically, the Nigerian Agricultural Cooperative and Rural Development Bank (N.A.C.R.D.B.) must be re-invigorated if it has to meet the needs of the poor in the provision of accessible credit facilities to them. Also, an enabling environment should be created by way of tax exemptions so that wealthy Nigerians can provide credit facilities to the poor. Such exemptions should be restricted to the amount of money set aside for granting credit to the poor. Provision of credit facilities to the poor, will, all things being equal, promote their economic activities, engender employment of resources and raise their level of income if properly controlled and monitored. (vi). Instituting good governance. There is the need to entrench good governance in every sphere of government activity which according to Odusola (1997) is a sine-qua-non for poverty alleviation in every sphere of the Nigerian society. Good governance entails basically, accountability, transparency, fiscal responsibility and respect for the rule of law, where public participation increases with emphasis on stakeholders' ownership of programmes and projects as well as equity by involving the poor and other vulnerable groups in planning and implementation of programmes and projects (Obadan, 1997). Here, emphasis should be on programme evaluation, whereby, the effectiveness of programmes and projects are evaluated monthly during the first one year of implementation and quarterly thereafter. Such evaluation should be done with the aid of performance audit and monitoring to find out whether or not programmes and projects are achieving stated objectives. (vii). Overhauling of poverty alleviation programmes. Overhauling of existing poverty alleviation programmes in line with the principles of National Economic Empowerment and Development Strategy (N.E.E.D.S.), State Economic Empowerment and Development Strategies (S.E.E.D.S.) and Local Government Economic Empowerment and Development Strategies (L.E.E.D.S.) has become necessary. This implies that the three tiers of government in Nigeria should cooperate and work together in the true spirit of cooperative federalism. Thus, in addition to ‘full’ local participation, partnership between civil society organizations and the governments should be strengthened so as to ensure effective popular participation in the development process. Poverty has pervaded the Nigerian economy so much that government cannot tackle it alone. In order to alleviate and possibly eradicate poverty in the country, the three tiers of government must work in partnership with the civil society if policy makers are to properly understand the concerns and priorities of the poor (Museveni 2003; Ali-Akpajiak and Pyke 2003). This participation of ‘all’ (including the poor) according to Ogwumike (2001) and Obadan (2001) will improve access of households to labour markets, create new employment for household members and thus augment households' income. As a consequence, the perception that such programmes serve as conduit pipes for national cake sharing will be discarded while public commitment to the programmes will increase the scope thereby taking care of the present problem of narrow coverage. (viii). Pilot projects. The failure of poverty alleviation programmes in the country has made it inevitable to embark on pilot projects before implementing any programme or project on a large scale. Such pilot projects should be community based and involve the development of agro-allied industries and other income generating activities. They should be best sited in poor communities and closely monitored to avoid the usual practice of enunciating ‘blanket’ policies that hardly benefit the poor (Central Bank of Nigeria, 1998; Central Bank of Nigeria and World Bank 1999). (ix). International community efforts. As the world has become a ‘global village’, whatever affects one part of the ‘village’ affects the entire ‘village’. There is thus the need for the international community to improve upon their efforts towards poverty alleviation in Nigeria. This is because according to Ogwumike (2001), the complementary efforts of United Nations Development Programme (U.N.D.P.), Department for International Development (D.F.I.D.), United Nations International Children's Emergency Fund (U

by chinedu, IMPACT OF ADVERTISING ON MARKETING PERFORMANCE OF SOFT DRINK (A CASE STUDY OF NIGERIAN BOTTLING COMPANY IN OWERRI)

THE IMPACT OF ADVERTISING ON MARKETING PERFORMANCE OF SOFT DRINK (A CASE STUDY OF NIGERIAN BOTTLING COMPANY IN OWERRI) TABLE OF CONTENT Preliminary page Title page Approval page Dedication Acknowledgement Abstract Table of content CHAPTER ONE 1.0 Introduction 1.1 Background of the study 1.2 Statement of the problem 1.3 Objective of the study 1.4 Research Question 1.5 Statement of hypothesis 1.6 Significance of the study 1.7 Scope of the study 1.8 Limitation of the study 1.9 Definition of terms CHAPTER TWO 2.0 Literature review 2.1 Introduction 2.1. Importance of Advertising 2.3. MARKETING PERFORMANCE 2.4 SALES TURNOVER 2.5 MARKET SHARE 2.6 PROFITABILITY CHAPTER THREE 3.0 Research design and methodology 3.1 Introduction 3.2 Research design 3.3 Source/methodology of data collection 3.4 Population and sample size 3.5 Sample technique 3.6 Validity and reliability of measuring instrument33 3.7 Method of data analysis CHAPTER FOUR 4.0 Presentation and analysis of datA 4.1 Introduction 4.2 Presentation of data 4.3 Analysis of data 4.4 Test of hypothesis 4.5 Interpretation of result CHAPTER FIVE 5.0 Summary, conclusion and Recommendation 5.1 Introduction 5.2 Summary of findings 5.3 Conclusion 5.4 Recommendations References Appendix CHAPTER ONE 1.0 INTRODUCTION Advertising is a prominent feature of modern economic life. Consumers encounter advertising messages as they watch TV, read magazines, listen to the radio, surf the internet, or simply walk down the street. And the associated advertising ex-penditures can be huge. What, then, do economists have to say about advertising? Up until the late 19th century, this question had a simple answer: nothing. But over the 20th century, research on advertising has proceeded at a vigorous space, and a vast literature has now emerged. This volume collects some of the central contributions. These contributions, which evaluate the economic effects of advertising from theoretical and empirical perspectives, reveal a number of important lessons. At the same time, advertising is a subtle and difficult subject, with important effects that remain poorly understood. In short, economists now have quite a lot to say about advertising, but there is also much that remains to be said. This introduction begins with an historical overview of the development of the economic analysis of advertising. 1.1 BACKGROUND OF THE STUDY Etymologically the word Advertising is derived from the Latin word advert ere which means to draw attention. It‟s all about drawing a person‟s attention to buy a product or seek for services. This is why scholars like Hark and O‟ Connor in Eluwa, (1999), define advertising as the action of calling something to the attention of the public especially by paid announcement. This definition is similar to Frank Jefkin‟s definition cited in Eluwa, (1999), as the means by which we make known what we want to sell or buy. But it is limited from the angle of the media of communication. However, advertising has always been defined by other different scholars in their own perspectives. According to Bovee and Arens (1992, p.7), advertising is a “non personal communication of information usually paid for and usually persuasive in nature about products (goods and services) or ideas by identified sponsor through various media. Wikipedia, sees advertising as “a form of communication used to encourage or persuade an audience (viewers, readers, or listeners, sometimes a specific group of people) to continue or take new actions.” The American Marketing Association defines advertising as “any paid form of non personal communication about an organization, product, service or idea by an identified sponsor. “Answer.com sees advertising as the activity of attracting public attention to the product or business as by paid announcements in the print, broadcast], or electronic media. Aliede in Okunna, (2002), is of the opinion that advertising is “a form of communication through the media about products services, ideas, personalities or organizations paid for by an identified sponsor.” Although advertising has been limited to communicating the product with the aim of selling the products by urging and convincing the targeted audience to do something through the use of traditional communication, which covers the communication process by the media which include the radio, television, cinema, newspaper, magazines, bill boards, posters and the internet which of course is the recent advertising media. Every advert message performs and creates brand awareness about the product. Since the internet became commercialized, large and small businessmen saw it as a great opportunity to increase the awareness of their business and, at the same time to increase sales. Advertising may also be to reassure employees or shareholders that a company is viable or successful. It also seeks to generate increase consumption of their product or services through „‟branding‟‟ which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Advertising provides numerous benefits to the society. These include making media less expensive and contributing to a large and diverse economy. While advertising has existed in the United State since colonial times, it was industrialization, urbanization and the growth of national transportation network in the 19thcentury that allowed it to become a major industry. Advertising uses a variety of strategy to reach their audience; they may attempt to understand their needs, wants and motivations of audience members through psychographic research. They also target products to specific demographic groups. Advertising has being traced to have started since through the word of mouth which is the basic (and still the most powerful) form of advertising. Advertising has been ever since humans started providing each other with goods and services. Also advertising as a discrete form is generally agreed to have begin alongside newspaper in the seventeenth century. (Wilson, 2000, p.12). Hussain (2012} in his own view stated that the exact beginning of modern advertising can be traced to weekly newspapers in London that began running adverts in the 17th century. He further explained that the prolific businessman, inventor and statesman Benjamin Franklin published notices of “new advertisements” of products and services as early as 1729 in his Pennsylvania Gazette and the fact that it was still a revolutionary concept is evidenced by the fact that many papers refuse to run adverts. Highlighting its existence in Nigeria advertising has been part of commercial activities even before the arrival of white men remarks Abayomi in Okunna (2002, p.86}. Quoting Ogbodo (1990}, Abayomi in Okunna pointed out the common practices in our localities like what the town criers do, hawking and displaying of available wares were the earliest method of advertising in Nigeria. This is still obtainable in the free market as sellers cry above their voices to draw the attention of buyers wares. The introduction of modern advertising in Nigeria was made possible in 1859 by a newspaper called “IweIrohin.” It was an eight page newspaper with four pages English version and four pages “Yoruba version” owned by an English reverend gentleman known as Henry Townsend. The newspaper attracted a lot of readership, this created space for advertisements on births, weddings and obituaries, vacancies for houseboys, and maids, church activities, ship schedules and other social events. Abayomi in Okunna (2002, p.86} records that other newspapers such as Lagos observer, The Eagle, The Lagos critic and others joined the activity. The business of advertising experienced a great boost in the 1920s as notable companies such as Raleigh Bicycle, Pz Lever Brothers, Cadbury, Oval tine and others sprang up to patronize the services of the west African Publicity (WAP} which provided advertising services like radio and television. There was considerably advancement in radio/tv establishment for over four decades. These began with the establishment of western Nigerian Broadcasting Services (WWBS} and Western Nigerian Television (WNTN} by the defunct western region. (Okunna, 2002). The legalization of advertising in Nigeria was masterminded by Advertising Practitioner‟s Council of Nigeria (APCON) which was established by decree no. 55 of 1988 and amended by decree no. 93 of 1992. APCON as produced by the code of advertising practice is charged among other things with the responsibility of; 1. Determining who advertisers are. 2. Conducting examination in the profession and 3. Regulating and controlling advertising in all this aspects and ramifications. The strict adherence to the provision of this code has really made advertising an interesting, fascinating and fantastic profession Inrecent years, the practice of advertising no longer enjoyed its good essence. Following the introduction of fraudulent and unethical practice in the business of advertising, the profession is fast loosing credibility and interest. The code of advertising practice catalogued the essence of good advertising as follows, that all advertisement in Nigeria should; 1. Be legal, decent, honest, truthful and respectful of Nigeria‟s culture. 2. Be prepared with a high sense of social responsibility and should not show disregard for the interest of consumer and the wider Nigeria society. 3. Conform to the principles of fair competition generally accepted in business and fair comment expected in human communication. 4. Enhance public confidence in advertising. Performance-based marketing is a method of interactive advertising paid for not with a set price, but with a variable price that depends on the performance of the ad. For example, the cost of an ad might be based upon how often it’s viewed on a webpage, how often it’s actually clicked, how often it actually generates a lead, or how often it results in a sale. While this form of advertising has been created for and developed on the Internet, and lately expanded to mobile marketing, versions of it can also work in other media. For instance, CPM advertising (see Performance-based Marketing Payment) has been implemented by directory-assistance providers. A subset of performance-based marketing is affiliate marketing, which pays Internet publishers (affiliates) to promote a particular product or service, paying a commission for each lead or sale generated by the affiliate website. 1.2 STATEMENT OF THE PROBLEM In order for business to yield profit, so many entrepreneurs indulge in illegal advertising so as to get what they want in business. By so doing, they introduce fraudulent and unethical practices that mislead the public, customers, or consumers into leaving the better brand to the worse brand and also into buying the wrong products known as imitations. This practice makes advertising profession loose its good essence, credibility and interest. It also discourages consumers from paying attention to advertising messages. Bearing in mind the problem mentioned above, this study seeks to answer the question; how has advertising on marketing performance influenced the patronage of consumers in their purchase of soft drink products? 1.3 OBJECTIVES OF THE STUDY The study had the following objectives 1. To find out the type of media soft drink companies uses in advertising their product. 2. To determine the influence of advertising on the patronage of Nigeria bottling company by consumers. 3. To communicate with consumers. 4. To retain the loyalty of present and former consumers. Advertising may be used to reassure buyers that they have made the best purchase, thus building loyalty to the brand name or the firm. 5. To increase support. Advertising impliedly boost the morale of the sales force and of distributors, wholesalers, and retailers, it thus contributes to enthusiasts and confidence attitude in the organizational. : 6. To project an image. Advertising is used to promote an overall image of respect and trust for an organization. This message is aimed not only at consumers, but also at the government, shareholders, and the general public. 7. Valuate the extent to which trade contest affects marketing performance. 8. Examine the extent to which the size of the firm affects the influence of sales strategies on marketing performance. 9. Assess the extent to which the age of the firm affects the influence of trade sales promotion strategies on marketing performance. 1.4 RESEARCH QUESTIONS The study formulated the following research questions. 1. What type of media do soft drink companies use in advertising their product? 2. What influence does advertising on the patronage of Nigeria bottling company by consumers? To what extent does the way soft drink firms in Nigeria, carry out trade contest affect marketing performance? 3. To what extent does the way these firms organize/participate in advertising affect marketing performance? 4. To what extent does the way they offer a trade allowance affect marketing performance? 5. To what extent does the size of the firm affect the influence of sales promotion strategies on marketing performance? 6. To what extent does the age of the firm affect the influence of trade sales promotion strategies on marketing performance? 1.5 STATEMENT OF HYPOTHESIS Ho1: There is no significant relationship between advertising and marketing performance. Ho2: There is no significant relationship between advertising and market share. 1.6 THE SCOPE OF THE STUDY This study is focused on the influence of advertising marketing performance/messages on customers/consumers‟ patronage of soft drink, a product. The researcher has chosen to limit the study because not only that it is within the reach of the target population but also to the reach of the researcher to enable him do thorough work without much hindrance. 1.7 SIGNIFICANCE OF THE STUDY This study hopefully will help to enlighten the students on how to make judicious use of advertising messages. Secondly the findings would help to encourage the students to stick to their choice of brand and never allow themselves to be deceived by unethical advertisements. The study would be useful to intending researchers, scholars, potential and prospective users, students, consumers of goods and services, policy makers, advertisers, advertising agencies and every other person that needs it because, it would serve as a reference material to all. 1.8 OPERATIONAL DEFINITIONS OF SIGNIFICANT TERMS 1. Advertising: It is the activity of attracting the public‟s attention to a product or business by a sponsor through the use of mass media. 2. Messages: It is an information which is sent from the media (source or sender} to a target audience to keep them aware of a product or service. 3. soft drinks: Is any non alcoholic drinks that nourishes the body. 5 Influence: The degree of impact that advertising message have on Caritas University undergraduates patronage of Good morning cornflakes. 6 Patronage: It means the support or encouragement that consumer/customers give to soft drink companies 1.9 LIMITATION OF THE STUDY Some problems were encountered during this research\ project work such as: 1. TIME CONTRAINT; The researcher has no sufficient time to frequent the area of study due to compiled academic works facing him. He also has limited time in fixing the facts collected during the research work. 2. INFORMATION CONSTRAINTS The research encountered high compliance from the case study (a case study of Nigerian bottling company in Owerri) due to secrecy of some information. 3. FINANCIAL CONSTRAINT The researcher has problem financing this work. This was due to the fact that during this work, there was drastic increase in the cost of living, transport, printing and binding of project. However, I thank God for making me (researcher) to finish the work and present it fairly. Another problem the researcher has was getting the recent three –five financial statements (annual report) of the company to aid this work. CHAPTER TWO 2.0 Literature review 2.1 Introduction The warm climate in Nigeria is compatible with cool drink consumption, but with soft drinks per capita consumption of just a little under thirty five liters there is considerable untapped potentials. Soft drinks also make up the bulk of commercial beverage in the country and now account for around 6.5 of every 10 liters of beverages traded up from 5.5 liters ten years ago (Corbett, 2009). Also, some investments are helping to facilitate future carbonate expansions in the country (www.prosharen.com) accessed 20 June, 2011. This has led to competition between major industry actors like Nigerian Bottling and 7-Up Bottling Companies and other local players. Therefore in such a competitive business environment, organizations need to constantly stimulate sales through adoption of incentive marketing techniques (Chevron, 1998); particularly those directed at channel members (Narasimhan, 1990). These include trade contests, Trade fairs and Trade allowances; which when properly applied can lead to marketing performance in terms of sales turnover, market share and profitability; and other marketing objectives (Buyline Report, 2008; Jackson, et al., 1995; Narasimhan, 1989) however, to achieve this, firms must operate within the boundaries of core competences of its strategies (Prahad and Hamel, 1990); and within an understanding of the firm’s environment which can change over time (Uzor, 2011) Therefore, rapid changes in technology, shortened product life cycles, increased competitions owing to reduced barriers to international trade and globalization (Ohmae, 1985) have all contributed to the need for a firm to have distinctive capabilities or core-competences; which when successfully applied to firms markets become competitive advantages (Kay, 1983). In this study, we are inclined to believe that “competent and well-articulated trade promotion strategies” constitute a competitive advantage to soft drink firms in particular and firms in general. This is hinged on the premise that firms which have built up knowledge and expertise in different promotion strategies are likely to adapt to the dynamics of the marketing environment and exhibit superior marketing performance. However, many a time, most organizations do not achieve the level of marketing performance that will yield rents for them, hence some organizations experience sub-optimal or even out-right poor marketing performance. As a result, firms get worried about the contributions of their promotion strategies to marketing performance not with-standing the large budgets used to maintain it sometimes. Thus with the notion that trade sales promotion strategies positively correlates with marketing performance, organizations view incompetent trade promotion strategies with serious concerns. Besides, the aggregate business performance of a country’s economic units made by the firms shapes its entire economy since a nation’s wealth is measured mostly in terms of its GDP. Therefore, if the society depends on the marketing performance of business organizations for its living standards as defined by GDP, and these organizations, in turn, depend on the competence of its trade promotion strategies to achieve competitive advantage, it stands to reason then that incompetent or sub-standard trade promotion strategies will affect the organization’s marketing performance in particular and the human society’s economic well being in general. It becomes apparent that the effect of poor trade promotion strategies is not limited to firms alone but also to the economy by extension. This equally explains why several studies have been conducted in these areas (Ayatunji, et al., 2009; Keon and Raju, 1991; Adebisi and Bayode, 2011). In-spite of these and other works, fresh concerns regarding the efficacy of trade sales promotion strategies remain sparsely researched. And scholars and experts have been wondering whether sales promotion and indeed trade sales promotion still serves its purpose (Ikem, 2011). This is symptomatic of poor marketing performance and a threat that should attract enquiry. In view of this we propose an empirical investigation in to what we refer to as “Trade sales promotion strategies and marketing Performance in the soft drink industries in Nigeria. 2.1. Importance of Advertising Generally, advertising is a relatively low-cost method of conveying selling messages to numerous prospective customers. It can secure leads for salesmen and middlemen by convincing readers to request more information and by identifying outlets handling the product. It can force middlemen to stock the product by building consumer interest. It can help train dealers salesmen in product uses and applications. It can build dealer and consumer confidence in the company and its products by building familiarity. Advertising is to stimulate market demand. While sometimes advertising alone may succeed in achieving buyer acceptance, preference, or even demand for the product, it is seldom solely relied upon. Advertising is efficiently used with at least one other sales method, such as personal selling or point-of-purchase display, to directly move customers to buying action. Advertising has become increasingly important to business enterprises –both large and small. Outlay on advertising certainly is the voucher. Non-business enterprises have also recognized the importance of advertising. The attempt by army recruitment is bases on a substantial advertising campaign, stressing the advantages of a military career. The health department popularizes family planning through advertising Labor organizations have also used advertising to make their viewpoints known to the public at large. Advertising assumes real economic importance too. 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. Advertising has become an important factor in the campaigns to achieve such societal-oriented objectives such as the discontinuance of smoking, family planning, physical fitness, and the elimination of drug abuse. Though in Nigeria, advertising was accepted as a potent and recognized means of promotion only 25 years ago, its growing productive capacity and output necessitates the finding of consumers and advertising plays an important role in this process. Advertising helps to increase mass marketing while helping the consumer to choose from amongst the variety of products offered for his selection. In Nigeria, 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 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. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity endorsers is a widely used marketing strategy. 2.3 STUDY OF GROWTH OF SOFT DRINK MARKET SOFT DRINKS Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with Pepsi and coca-cola dominating the market. The entire part of the drink is based on its artificial flavors and sweetening agents as no natural juice is used. MARKET Cola products account for nearly 61-62% of the total soft drinks market. 1. Two global majors’ Pepsi and Coke dominate the soft drink market. 2. NCAER survey says 91% of soft drink in the country is in the lower, lower middle and upper middle class people. 3. The market is worth around Rs.5000 crores with growth rate of around 10-15%. 4. The production as soft drinks has increased from 5670 million bottles in 1998-99 to 9783 million bottles in 2000-2008 industry source. 5. Growth market this year is expected to be 10-15% in value terms and 20-22% in volume terms. However, the market for carbonated drinks is stagnating and not growing as expected. The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year or $1 billion. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during off-season. The market is predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market. Mineral water market in India is a 65 million crates ($50 million). On an average, the monthly consumption is estimated at 4.9 million crates, which increases to 5.2 million during peak season. 2.3. MARKETING PERFORMANCE Organizations measure the effectiveness of its trades sales promotion strategies in order to be able to ascertain the activities that are successful through performance evaluations- product market performance, market share, sales turnover etc (Richard, 2009); accomplishment of a given task (Robson, 2005); optimal goals of the organization (Bell, 2000); contribution to goals and objectives (Johnston and Marshall, 2003; Dalrymple, et al., 2004; Churchill and Peters, 1998; Fenwick and Amine, 1979) and specifically through marketing performance (Jackson, et al., 1995); return on equities and return on investments (Jain, 1997); profit, sales, market share and cash flows (Bonoma, 1989); financial measures such as sales metrics (Clark, 2000; Kokkinaki and Ambler, 1999). However, this study will rely on the financial measures of sales turnover, market share and profitability: 2.4 SALES TURNOVER Also described as sales volume by many authors, it is said to be increased almost always during the period of a coupon offering or price-off deal; and consumers are highly responsive to deals, especially when they are advertised (Bemmaor and Mouchoux, 1991). It is also viewed as a marketing performance measure which shows the rapidity with which sales are procured through trade sales promotion strategies (Nwielaghi, 2003). Sales turnover is guided by the generalization that a promotion will result in temporary price reductions that can substantially increase sales 2.5 MARKET SHARE Is an indicator of market competitiveness showing how well a firm is doing against its competitors (Armstrong and Gerene, 2007; Rumelt, et al., 1981); or the breaking up of market size in percentage terms, to help identify the top players, the middle and ‘minnows’ of the market place based on the volume of business conducted (Mahajan, and Muller, 1997); or the ability of business performance management in assessing the extent to which consumers patronize a given product in the market environment, (Nwielaghi, 2013). However, a major assumption regarding market share as a measure of marketing performance is that higher market share brands are less deal elastic. 2.6 PROFITABILITY Is defined by the economist as total revenue less all cost (implicit and explicit); the latter including normal profit to the management (Mcconnel, and Bruce, 1990; Armstrong and Callopy, 1996) And without profitability, the business cannot survive at least in the long run (Hofstrand, 2007). This is why measuring past, present and future profitability is important to the firm. Also, for a particular trade sales promotion strategy to be profitable, the increase in profits due to the promotion must exceed the profits that would have occurred had the promotional offer not been made. Here we are not considering whether the promotion will make money at all; we are considering whether the promotion will make more money than not having the promotion. The simple logic regarding profitability and trade sales promotion is that putting a brand on deal is unprofitable if the market is composed of either promotion-insensitive consumers or stock-piling loyalists. CHAPTER THREE 3.0 RESAERCH DESIGN AND METHODOLOGY This chapter focused on the procedures adopted by the researcher in carrying out the study. it includes; research design, source/methodology of data collection, population and sample size, sample techniques, validity and reliability of measuring instruments and method of data analysis. 3.1 INTRODUCTION The study examines the effect of computer applications in banking industry and its operation. The research is centralized on Nigeria bottling company Owerri. Owerri plant NBC operates Owerri Plant since 1982 and is located in the capital city of Owerri in Imo State in South-East Nigeria. The Owerri Plant is responsible for the production of Coca-Cola, Fanta, Sprite and Schweppes and distribution of all product categories. It has up to 150 staffs and many departments as in marketing, transportation, accounting, security, purchasing and supply, personnel, etc. 3.2 RESEACH DESIGN A description survey types is used in this research work because it is descriptive in nature and attempt to describe, interpret, and explain the impact of advertising on marketing performance of soft drink and its application in Nigerian bottling company in Owerri. 3.3 SOURCE /METHODOLOGY OF DATA COLLECTION 4. 1. Primary data: It is the first hand information collected through questionnaire. 5. 2. Secondary data: Secondary data was collected from the following sources: 6. . Books 7. . Newspapers 8. . Journals 9. . Magazines. 10. . Research Papers The questionnaires were distributed by hand and collected immediately from the respondents 3.4 POPULATION AND SAMPLE SIZE The population of this study was made up of all staff selected in the four (4) Departments. Sample size of 70 staff was used during this research. S/N Branches Population 1 Marketing 40 2 Transport 20 3 Accounting 30 4 Purchasing& supply Total 19 109 3.5 SAMPLE TECHNIQUES A sample of four (4) Departments of Nigerian bottling company in owerri was used, Marketing department, Transport department, Accounting department, Purchasing& supply department, with total population of 109 staff. ) Departments from Nigerian bottling company in owerri are represented in this number. S/n Name of branch Population Sample 1 Marketing 40 25 2 Transport 20 14 3 Accounting 30 21 4 Purchasing& supply 19 10 Total Total 109 70 3.6 SAMPLE SIZE: For this study, a sample of 150 has been taken. 3.7 VALIDITY AND RELIABILITY OF MEASURING INSTRUMENT. The information was vetted by the research supervisor and one other lecturer in measurement and evaluation for content validity and reliability. 3.8 METHOD OF DATA ANALYSIS The method of data analysis that was used will be presented in tabular form and analyzised in percentage using F÷N×100÷1 F= means frequency /or number of response N= is the total number of response. CHAPTER FOUR 1.0 PRESENTATION AND ANALYSIS OF DATA 1.1 INTRODUCTION In chapter three, we explained the method of by which the data collected would be analyzed to produce the results on this statement, we collected the required data and with the use of sample percentage as were analyzed based on their subject to the research question. 1.3 DATA ANALYSIS The data collected was carried out with instrument which is the questionnaire. The analysis on the questionnaire was one part in line with the research question they intend to answer. The questionnaire contains 10 items for clear understanding of the result the data are presented in table. Research Question One: What is Advertising? Advertising (or advertizing) is a form of marketing communication used to persuade an audience to take or continue some action, usually with respect to a commercial offering, or political or ideological support. In Latin, ad vertere means "to turn toward". The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various old media; including mass media such as newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages Research Question Two: Does Advertising give accurate information? Table 4.1 Analyzing the response to test the hypothesis Option No. of response Percentage Agreed 90 83% Disagreed 10 9% Both 5 5% No answer 4 3% Total 109 100% From the above analysis, 83% agreed, 9% disagreed, 5% said both, while 3% said no answer. RESEARCH QUESTION 3 TABLE 4.2 Is advertising a negative influence on the soft drink company? Option No of response Response in % Agreed 60 55% Disagreed 40 37% Both 9 8% No answer - - Total 109 100% From the above response 55% agreed that Advertising is a negative influence, which 37% disagreed and 8% said Advertising is both. RESEARCH QUESTION 4 Does Advertising add value to the soft drink companies? Table 4.3 Option No of respondent Percentage Agreed 60 55% Disagreed 30 28% Both 10 9% No answer 9 8% Total 109 100% Table 4.3 shows that 55% agreed, that Advertising adds value to the soft drink companies, while 28% disagreed, 9% said both while 8% said no idea. QUESTION 5 Can advertising be used in advertising statement? Table 4.4 Option No of respondent Percentage Agreed 90 83% Disagreed 5 4% Both 2 2% No ideal 12 11% Total 109 100% QUESTION 6 Can Advertising be used in promoting a company’s product? Option No of respondent Percentage Agreed 85 78% Disagreed 10 9% Both 5 5% No ideal 9 8% Total 109 100% Table 4.5 shows that 75% agreed that Advertising can be used in promoting company’s product, while 9% disagreed, 5% said both while 8% said no idea.\ QUESTION 7 Manual Advertising is it more fraudulent than the use of modern advertising? Option No of respondent Percentage Agreed 30 28% Disagreed 70 64% Both 9 8% No idea - - Total 109 100% From the above table 4.6 28% of the staff said that manual Advertising is less fraudulent than the computer age Advertising, when 64% said it is more safe to make us of the manual Advertising than computer age modern which 8% said both. QUESTION 8 Can the use of Advertising lead to unemployment in banks? Table 4.8 Option No of respondent Percentage Agreed 60 55% Disagreed 40 37% Both 9 8% No idea - - Total 109 100% 4.4 TESTING OF HYPOTHESIS In the section the hypothesis earlier formulated in chapter one will be tested. Each test enables the research to make inf about the unknown population. HYPOTHESIS ONE H0: Improper maintainers of their Advertising performance H1: Proper maintainers of Advertising performance HYPOTHESIS TWO H0: Poor managerial decision H1: Adequate and good managerial decision HYPOTHESIS THREE H0: Staff lacks interpersonal communication skill H1: Good interpersonal communication skill. 5. CONCLUSIONS The soft drink manufacturing firms and channel members constitute the bedrock of the nation’s economic growth and derive enormous contributions from optimal utilization of trade sales promotion strategies to market their products. As there is cut throat competition in the soft drink industry mainly between the two big giants i.e. Coca Cola and Pepsi and both are striving very hard for their market share. Therefore it becomes very hard for the companies to retain their customers. It is also evident that 34 % of the total costs, these companies spend on Advertisements. Therefore Advertisements are the back bone for this Industry, they act as a glue to retain their consumers and target the prospectus. Also the consumer’s preferences and the attitudes change with the passage of the time and age, Mediums of Advertisements also play an important role in promoting the products among the masses. Advertisements play a pivotal role in changing the consumer’s perception. Television is an important and effective medium used for communication with the consumers, and Internet has emerged one of the strongest medium that youngsters use to gather the information. Also celebrities affect the consumer perception and buying behavior, and celebrities are one of the most remembered aspects of the advertisement. Companies should use those celebrities that have the greater credibility and fan following. At last we can say that there is a direct relation between Advertisements and the consumer buying behavior which has been proved. In view of this, the following conclusions are drawn from the study: 3) The soft drinks firm in Nigeria should consider the trade promotion strategies that must be analyzed and evaluated from time to time, such that they can respond to the ever increasing demands of the industry. 4) Management of the soft drinks manufacturing firm should use their size structure to optimize the effect of trade sales promotion strategies on marketing performance. 5) Steps should be taken to improve the sub-optimal contribution of trade fair in order to achieve superior marketing performance contribution in this area. 6) The soft drinks firm should partner to organize and participate in trade shows from time to time, and not to wait for government to plan for them. 7. Implications for Marketing Managers The soft drink firms in Nigeria like other fast moving consumer goods industries (FMCGs) are constantly striving to achieve superior marketing performance. And the Nigerian business environment offers viable untapped opportunities due to its tropical climate, large population for better patronage, and opportunities for superior marketing performance, which only firms with sound trade promotion strategies can take advantage of. Therefore, the study serves as a guide to better understanding of the relationships between advertising and marketing performance of the soft drink companies in Nigeria. Practitioners can derive the appropriate mix of strategies by examining their industry context and their firm’s organizational processes in tandem. The major determinants of marketing performance are trade contest and advertising. In other words, marketing performance targeting sales turnover, market share and profitability, could be substantially enhanced through trade allowances and trade contests. Therefore emphasis on the activities that make up trade allowance and trade contest, all things being equal, would most likely lead a firm to achieving superior marketing performance in the soft drinks firm in Nigeria. Also rewarding is the firm’s size structure and not necessarily age that moderates the influence of trade sales promotion strategies on ma RECOMMENDATIONS 1. Companies should aggressively go for Internet marketing as there is a great scope for it because youngsters are in close contact round the clock with Internet 2. Companies should come up with new and affective advertisement companies. 3. Companies should focus on creative advertisements, because people want something different, something new that will attract their attention. 4. Companies should make use different mediums of Advertisements. 5. Advertisements should be made according to the taste of people. 6. Companies should go for Sponsorships of different events. 7. 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