THE EFFECT OF ADVERTISING ON MARKET SHARE IN THE CASE OF FIVE-STAR MANUFACTURING PLC

Abstract

This study investigates the effect of advertising on market share: in the case of Fivestar manufacturing plc. The research used a quantitative approach and employed a descriptive and explanatory research design to examine a sample of 180 customers of Five-star manufacturing company. The study assessed the effect of broadcast advertising, print advertising, social media advertising and outdoor advertising on market share. Data was analyzed using both descriptive and inferential statistics in SPSS version 20. the Pearson correlation coefficient used in the study signifies that all independent variables (component of advertisements) and the dependent variable have positive relationships with one another r. The result from regression analysis concludes that all social media, outdoor, broadcast and print advertisement have a significant impact on market share. Based on these findings, recommendations for Five Star Manufacturing include increasing advertising spending across different media types, prioritizing social media advertising, and improving the quality of broadcast advertisements. The multiple regression model had a high R-squared value of 0.62, indicating that the model explains a significant proportion of the variance in market share. These findings provide important insights into effective advertising strategies for Five Star Manufacturing to improve its market share and remain competitive in the market.