THE IMPACT OF TELEVISION ADVERTISING ON CONSUMER PRODUCT PURCHASING IN NIGERIA
CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
In the world of marketing in the recent time, it is not enough to produce a product, package it attractively, price it right, effectively distribute and display it to adequately meet the need of the consumers. The company must also let the people know about the existence of the product; the company must communicate the product to its target audience. This involves giving information about the product existence, features, and benefits and how it can be obtained by it target markets.
Effective communication is a part of a company’s promotional activities, and may also be referred to as coordinated seller’s initiated effort to establish channels of information and persuasion to fasten the sales of goods and services, or the acceptance of ideas or point of view (Adirika 1996: 66)
The marketing communication mix consist of a promotional tools which include various forms of advertising, sales promotion, personal selling, publicity program and public relations. All these are referred to as promotional mix or promo tools.
Advertising is as non-personal paid form of presentation of ideas, goods and services or message to educate the target audience by an identified sponsor. Advertising in one form or another is used by virtually all manufacturers and retailers in the country to promote and communicate their products and service to their target markets, Advertising helps to inform, educate and persuade consumers to accept a given product of point of view. Price of goods and services will continue to increase, which in turn will lead to less patronage by consumers. To survive in such situation, companies must therefore promote their products more vigorously to gain competitive edge over their competitors.
Although advertising today does not broadcast original information on products, but it widens markets by such device as ensuring new uses and attracting leads. In consumer products, advertising is an ever-widening task in creating consumer interest and loyalty. In this research the researcher is more concerned with televising.
Television advertising is one of the newest and fastest growing mediums of communication. In Nigeria, we have both the local and national network stations. All national station (NTA) operates on ultra-high frequency (UHF), while the local stations (privately owned) authority. According to NTA marketing plan, television attracts about 39% advertising companies.
1.1.1 PROFILE OF THE COMPANY
J. Udeagala holding Nigeria limited (RC) is a privately owned company, which is involved in the importation and manufacturing of goods and services. J. Udeagbala started first as a trader in the African international market with the sales of merchant of his sole business. As his business continues to grow, he later moved from African international market, to market road where he joined the importation group to import merchants, turn products and challis wine on a low scale with staff strength of 15. He finally moved to 152 Aba Owerri Road as its headquater. J. Udeagbala holdings now have branches in Lagos, Kaduna, Kano, Bauchi, Benin, Onisha, Jos, Abuja, and port Harcourt.
j. Udeagbala holdings limited has other subsidiaries which include the following
1. Kitchen vegetable oil (nig. Ltd)
2. Beauty base Ltd
3. Quality pipes Ltd
4. Dynamic farms Ltd
5. Tom John associates Ltd
6.J. Udeagbala and sons ltd
1.2 STATEMENT OF PROBLEM
Television advertising does not have certain limitations. The advertisement message last only as long as it is being presented on the screen. If a prospect is not viewing or listening at the exact moment the advertisement is presented. The message is gone and wasted as far as the prospect is concerned. The problem of this research is to examine the extent to inform and persuade consumers to purchase J. Udeagbala holdings products.
The following will be addressed in this research work.
1. Is it possible to use television as a better medium for advertising certain type of products than others?
2. Do consumers believe that television is a better medium to reach the potential consumers?
3. Do television advertisement make meaning to the potential consumers?
4. Do the consumers feel convinced about the advertised product after the television advertisement?
5. Do television advertising create impact on consumer purchase and consumption of the products?
1.3 OBJECTIVE OF THE STUDY
Advertising is a vital marketing tool that aids effective sales of goods and services, image and ideas, by positively influencing acceptance, adoption and use. It also elicits favorable responses from target audience involved by means of information and persuasion. In this study, the researcher will systematically evaluate the effect of advertising on buyer’s behavior of a selected target audience. The research specifically is tend to evaluate the advertising impacts on the marketing of consumers goods in J. Udeagbala holding Nig. Ltd. This study is therefore intend to:
1. Determine whether consumers are aware of J. Udeagbala products because of its advertisement and through which medium
2. Find out the positive and negative effects of television advertising on the purchase and consumption of consumers product in J. Udeagbala holding Nig. Ltd.
3. Ascertain if an increase in advertising efforts necessarily leads to an increase in sales volume of consumer product in J. Udeagbala holding Nig. Ltd
4. Make recommendations to help improve television advertising in J. Udeagbala holding Nig. Ltd
1.4 RESEARCH QUESTION
Choice of given media by consumers and whether the media reach the particular consumers, Research question is aimed at determining the extent to which television is used and whether it reaches the desired consumers effectively.
Research question 1: do consumers believe that television is a better medium for advertising certain types of product than other forms of advertising?
Research question 2: do television advertisement message made meaning to the potential consumers?
Research question 3: does the consumers feel convinced about the advertised product after the television advertisement
Research question 4: does television advertising create impact on consumer purchase and consumption of the products?
1.4.1 RESEARCH HYPOTHESIS
HO: television advertising does not bring an increase in sales volume of a given product.
Hi: television advertising brings an increase in sales volume of a given product.
Ho2: television advertising does not help in brand preference of consumer’s product.
Hi2: television advertising does help in brand preference of consumer’s product
Ho3: Television advertisement does not remind consumers of the usefulness of a product.
Hi3: Television advertisement reminds consumers of the usefulness of a product
1.4.2 SIGNIFICANCE OF THE STUDY
This research work is designed to be great benefit to both business organization, government and the general public (consumers) to the business organizations. This research work will remind them that television advertising helps to promote their product and services in order to win their consumer patronage and help gain competitive edge. It will equally be of use to organizations that do engage in advertising, as it will enable them to know where, when and how consumers appreciate. To the government, it will help them to understand that the role of advertising through the television medium is very essential in customer products.
Again, it will make them check advert that are not to the good of the solicit and hence guide and inform the public on how dangerous a particular product can be to their health (cigarette). It will also help in regulating and checking business organization on when a low quality product is being produced and distributed in to the market. To the general public, it will help them to know that they have the right to accept or reject an advertisement.
1.5 SCOPE AND LIMITATION OF THE STUDY
In Nigeria, there are many existing industries. Some are, international glass industry, uniliver Nig. Plc. International Equitable Association. These are among the top industries in Nigeria. But the scope of this study is narrowed to J. Udeagbala holding nig. Ltd, Aba due to limitation of time and money
During the course of this research, the researcher contends with the following constraints.
1. Time constraints: this was really a major hindrance in carrying out this research work. The time given for the research work was not enough coupled with other personal activities that need to be attended to.
2. Logistics constraints: this manifested immensely owning to the increased transportation costs as a result of the raining season. Also, the high cost of collecting the questionnaires from people is also another problem encountered during this research work.
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The findings of this research work will undoubtedly provide the much needed information to government organizations, ministry communication, brand influencers , individuals and academia.
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This study will be helpful to the Nigerian service sector in fully understanding the marketing communication mix and how it can be effective in reaching out to their various customers or clients.
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