THE ROLE OF PUBLIC RELATIONS IN CONSUMER ACCEPTANCE OF PURE WATER IN ANAMBRA (A CASE STUDY OF ROCK TAMA PURE WATER INDUSTRY ANAMBRA

ABSTRACT:

This study examines the critical role of public relations (PR) in influencing consumer acceptance of pure water products in Anambra State, utilizing Rock Tama Pure Water Industry as a case study. The research aims to explore how effective PR strategies can facilitate relationships between businesses and consumers, ultimately enhancing brand loyalty and trust. Primary data were collected through a structured questionnaire consisting of 20 items distributed among employees at Rock Tama, alongside qualitative interviews with the personnel manager. The analysis reveals that robust PR initiatives are vital for addressing consumer skepticism, which often stems from a lack of transparency and poor communication regarding product offerings. Key findings suggest that disjointed internal communications and inadequate consumer engagement efforts can significantly impact sales and brand perception. Moreover, the results illustrate how a strategic PR framework can cultivate a positive corporate image, thereby fostering goodwill and increasing market competitiveness. This study offers valuable insights into the necessity of integrating effective public relations into the operational strategies of consumer goods companies, such as Rock Tama, to bridge the communication gap and improve overall consumer satisfaction. Enhancing PR competencies within the organization can ultimately empower businesses to navigate consumer preferences in a changing market landscape.
Keywords: Public Relations, Consumer Acceptance, Brand Loyalty, Market Competitiveness

TABLE OF CONTENTS

Title

Approval

Dedication

Acknowledgement

Table of content      

Abstract  

CHAPTER ONE

INTRODUCTION

1.1 Background of the study 

1.2 Statement of the problem

1.3 Objective of the study

1.4 Significance of the study

1.5 Research question  

1.6 Hypotheses  

1.7 Scope of the study

1.8 Definition of terms.

CHAPTER TWO

LITRATURE REVIEW

2.1 Brief introduction       

2.2 Reviewer of current  literature

 2.3 Summary of literature review

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research design

3.2 Area of the study       

3.3 Population of the study

3.4 Sample of the study  

3.5 Instrument for data collection  

3.6 Validation of the study

3.7 Distribution and retrieval of instrument

3.8 Method of data analysis  

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.2 Discussion of findings      

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary of the findings

5.2 Conclusion         

5.3 Recommendation  

5.4 Limitation of the study

5.5 Suggestion for further research

Reference

Appendix A

Questionnaire