EFFECT OF TELEVISION ADVERTISING ON CONSUMER PURCHASING BEHAVIOUR


EFFECT OF TELEVISION ADVERTISING ON CONSUMER PURCHASING BEHAVIOUR  

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND TO THE STUDY

Television advertising is one of the messages television viewers are exposed to everyday.

The purpose of advertising is to present the most persuasive possible selling message to the product or services. At the lowest possible cost. It also catches and holds the attention of their viewers and consumers with commercial messages and advertisement which are specially designed to promote a product and to persuade prospect to buy the product which are being advertised.

The need for advertising research is to understand the market in order to avoid costly mistakes, to predict the relative strength of alternative strategies and to increase the efficiency of advertising generally.

Television adverts of Omo Blue detergents persuade her numerous viewers to buy the advertised detergent by protecting individuals and families that use the advertise detergent as distinguished and important people. People, who are satisfied, people who have utilized their money’s worth. A typical example of this method of sales promotion is seen in the television advertisement of soaps, creams, toothpastes, Quash drinks, edible oil and fats, tea and coffee, detergent where the model who advertise the detergent are portrayed as happy satisfied and distinguished people.

Since television advertising has become a part of regular television broadcast, viewer perception of’ these advertising message may influence their buying or purchasing behaviour of certain products which if positive favourable lead to increase in sales of such product and vice-versa. Base on this background, a scientific investigation will be carried out to probe the effect of television advertising on consumer behaviour.

1.2 STATEMENT OF THE PROBLEM

Advertising has been an inevitable marketing tool to manufacturers. This research intend to find out if television advertisement of Omo blue detergent, is effect on consumer buying behavior of the product, to take a look at the factors that influences their behaviour and the strength of such behavior.

The major various of interest in this study is Omo blue detergent advertisement and consumer behavior to the advertisement.

The problem therefore is to examine the importance of television advertising on consumer purchase behaviour. With particular reference to Unilever Nigerian Plc.

1.3 OBJECTIVES OF THE STUDY

a. The objective of this study is to find out the actual television advertisement of Omo detergent on the buying decision of consumers behaviour.

b. To determine and explain concepts that will help use to understand what and how an individual through his behaviour pattern to obtain his consumption satisfaction.

c. To establish the effect of television adverts of detergent against others.

d. To investigate consumer purchase behaviour, the basic determinants of consumer behaviour, and consumer purchase decisions.

e. The extent of which contribution of economics of consumer behaviour.

f. To determine if television advertising is worth the huge budget attract with respect to its influence on the size of Omo detergent and consumers choice of detergents.

1.4 RESEARCH QUESTIONS

 1. Does television advertisement of a product Omo blue detergents influence the customer buying behaviour?

2. Does television advertisement influence consumer preference for the Purpose?

3. What part of Omo detergent advertisement influence consumer buying behaviour?

4. To what extent Close television advertisement of a product educated the consumer on the choice of such product?

5. Does television advertisement of a product increase the sales of such product?

6. Does television advertisement influence the buying decision of consumer?

1.5 STATEMENT OF THE HYPOTHESES

The hypotheses developed are as follows:

Ho: Denote the null hypotheses

Hi: Denote the alternative hypothesis

Ho: Users of Omo blue detergent are not directly influenced by the advertisement

Hi: Users of Omo blue detergent are directly influenced by the advertisement

Ho: Consumer purchase behaviour is not necessary for the survival of an organization.

Hi: Consumer purchase behavior is necessary for the survival of an organization.

Ho: Consumer purchase behavior is not a management tool necessary for better decision-making.

Hi: Consumer purchase behavior is not a fact finding process essential for successful marketing.

1.6 SCOPE OF THE STUDY

The decision to conduct this study rest on the misconceptions of advertising and its usefulness to the society at large.

Secondly, the advertisers (Unilever Nigeria Plc) and agencies want to know the behaviour of user towards their advertised product.

1.7 SIGNIFICANCE OF THE STUDY

I. PRODUCER: The research work is most relevant to the television medium, advertising agent and the society as a whole, as it will show more light on the television advertising on the purchase of an Omo detergent. This study will establish facts, problem and make recommendation.

This is relevant to the management of Unilever Nigeria Plc, producer of Omo detergent. It. will help them to know if the advertisement being produce for them to have any influence on the consumers in their product or brand.

This study is also geared towards the necessity of advertisers to understand a multiplicity of factors. What motivates the consumers to actually buy a product, how the consumers to actually buy the product, how the consumer approaches the buying problem, most information he needs before making a specific buying decision, why a consumer prefer a particular brand of a product to the others and why a consumer prefer a particular brand of a product to the others and why at a later date completely reverses his decision.

II. RELEVANCE TO THE ADVERTISING AGENCIES

1. It help advertising practioners or advertising agencies to know if the advertisement they produce are consistent with consumer wants and desire.

2. It will give the company an insight on the needs to identify and exploit certain marketing opportunities. 

3. It could as well reveal of the marketing mix. The result of the findings could enable the company to make quantitative marketing decision.

III. RELEVANCE TO FUTURE RESEARCHER: this research work could be of much assistance to the future researcher in relation to the topic which will serve as source of information to them.

1.8 LIMITATIONS OF THE STUDY

The major problem that affects the quality of this research work was dearth of relevant books and journals from which together secondary data use in this research

1.9 OPERATIONAL DEFINITION OF TERMS

a. ADVERTISING: It can be define as any paid form of non personal presentation and promotion of Ideas, goods and service by an identified sponsor. It can he said to consist of all the activities involve in presenting to a group, a non personal, oral or visual, openly sponsored message regarding a product, service or idea. This message is diffused through one or more media, and it is a programme of activities necessary to prepare and get it to the internal market.

b. ADVERTISEMENT: This means the message employed by individuals, a group or corporate body to make/know a product and persuade the members of the public that arc available for sale for instance super blue Omo detergent.

c. ADVERTISEMENT INFLUENCE: It means the motivation of action that is buying of a product as a result of the effect of external stimuli that is advertising.

d. EFFECTIVENESS: The ability to produce the desired response or impression. The quality of having an effect, to fulfill something, mission or an objective.

e. BRAND: This means a particular name design, package, term, symbol or a combination of them that identify a product and different that it from other competitor for instance super blue Omo.

f. PREFERENCE: This can refer to as the based choice of the consumer buying behaviour with respect to a particular brand when its competitors or other brand are available for sale. 

g. CONSUMER BEHAV1OUR: A subject of human behaviour concerns specific types of human actions that have direct bearing on the purchase of goods and services from marketing organization. It is the process whereby individuals decide whether, what, when, where, how and form whom to purchase goods and services. It includes both the mental and physical activity necessary for making decision in the marketplace.

h. PROMOTION: For this study the working definition can be sale.

i. PERSONAL INTERVIEW: This is a direct fact to face conversation between representatives of the research organization, the interviewer and respondents or interviewed.

j. QUESTIONNAIRE: This is a formal list of questions designed to gather responses from consumers on a topic. They are the major instrument used in obtaining data from respondents through the survey approach.

.


TYPE IN YOUR TOPIC AND CLICK SEARCH.






RESEARCHWAP.COM

Researchwap.com is an online repository for free project topics and research materials, articles and custom writing of research works. We’re an online resource centre that provides a vast database for students to access numerous research project topics and materials. Researchwap.com guides and assist Postgraduate, Undergraduate and Final Year Students with well researched and quality project topics, topic ideas, research guides and project materials. We’re reliable and trustworthy, and we really understand what is called “time factor”, that is why we’ve simplified the process so that students can get their research projects ready on time. Our platform provides more educational services, such as hiring a writer, research analysis, and software for computer science research and we also seriously adhere to a timely delivery.

TESTIMONIES FROM OUR CLIENTS


Please feel free to carefully review some written and captured responses from our satisfied clients.

  • "Exceptionally outstanding. Highly recommend for all who wish to have effective and excellent project defence. Easily Accessable, Affordable, Effective and effective."

    Debby Henry George, Massachusetts Institute of Technology (MIT), Cambridge, USA.
  • "I saw this website on facebook page and I did not even bother since I was in a hurry to complete my project. But I am totally amazed that when I visited the website and saw the topic I was looking for and I decided to give a try and now I have received it within an hour after ordering the material. Am grateful guys!"

    Hilary Yusuf, United States International University Africa, Nairobi, Kenya.
  • "Researchwap.com is a website I recommend to all student and researchers within and outside the country. The web owners are doing great job and I appreciate them for that. Once again, thank you very much "researchwap.com" and God bless you and your business! ."

    Debby Henry George, Massachusetts Institute of Technology (MIT), Cambridge, USA.
  • "I love what you guys are doing, your material guided me well through my research. Thank you for helping me achieve academic success."

    Sampson, University of Nigeria, Nsukka.
  • "researchwap.com is God-sent! I got good grades in my seminar and project with the help of your service, thank you soooooo much."

    Cynthia, Akwa Ibom State University .
  • "Great User Experience, Nice flows and Superb functionalities.The app is indeed a great tech innovation for greasing the wheels of final year, research and other pedagogical related project works. A trial would definitely convince you."

    Lamilare Valentine, Kwame Nkrumah University, Kumasi, Ghana.
  • "Sorry, it was in my spam folder all along, I should have looked it up properly first. Please keep up the good work, your team is quite commited. Am grateful...I will certainly refer my friends too."

    Elizabeth, Obafemi Awolowo University
  • "Am happy the defense went well, thanks to your articles. I may not be able to express how grateful I am for all your assistance, but on my honour, I owe you guys a good number of referrals. Thank you once again."

    Ali Olanrewaju, Lagos State University.
  • "My Dear Researchwap, initially I never believed one can actually do honest business transactions with Nigerians online until i stumbled into your website. You have broken a new legacy of record as far as am concerned. Keep up the good work!"

    Willie Ekereobong, University of Port Harcourt.
  • "WOW, SO IT'S TRUE??!! I can't believe I got this quality work for just 3k...I thought it was scam ooo. I wouldn't mind if it goes for over 5k, its worth it. Thank you!"

    Theressa, Igbinedion University.
  • "I did not see my project topic on your website so I decided to call your customer care number, the attention I got was epic! I got help from the beginning to the end of my project in just 3 days, they even taught me how to defend my project and I got a 'B' at the end. Thank you so much researchwap.com, infact, I owe my graduating well today to you guys...."

    Joseph, Abia state Polytechnic.
  • "My friend told me about ResearchWap website, I doubted her until I saw her receive her full project in less than 15 miniutes, I tried mine too and got it same, right now, am telling everyone in my school about researchwap.com, no one has to suffer any more writing their project. Thank you for making life easy for me and my fellow students... Keep up the good work"

    Christiana, Landmark University .
  • "I wish I knew you guys when I wrote my first degree project, it took so much time and effort then. Now, with just a click of a button, I got my complete project in less than 15 minutes. You guys are too amazing!."

    Musa, Federal University of Technology Minna
  • "I was scared at first when I saw your website but I decided to risk my last 3k and surprisingly I got my complete project in my email box instantly. This is so nice!!!."

    Ali Obafemi, Ibrahim Badamasi Babangida University, Niger State.
  • To contribute to our success story, send us a feedback or please kindly call 2348037664978.
    Then your comment and contact will be published here also with your consent.

    Thank you for choosing researchwap.com.