Effect Of Advertisement On Consumer Brand Preference

Effect Of Advertisement On Consumer Brand Preference
Abstract
Advertising is a powerful communication force and an important marketing tool, it also help to sell goods, services, images and ideas through channels of information by modifying the behaviours and attitudes of the receiver of the message. Advertising has been undermined by many firms in Nigeria over the years. Therefore, it is expedient for organizations to engage in programmes that can influence consumers buying behaviour. This study will help firms understand the importance of advertising in determining consumer behaviour and brand preference. The study will be conducted in Sabon Gari area area area of Kaduna state, which amounts to 23,056 people. A random sampling technique was used in selecting 200 consumers of coca-cola, and pepsi consumers from the entire population. The statistical analysis method is used in testing of hypothesis so as to predict what the relationship between two variables should be. The findings of this study will go a long way in helping firms to adopt good advertising strategies, and appealing brand designs to help get more consumers for their products and services.
Chapter One
Introduction
Advertiser’s primary mission is to reach prospective customers and influence their awareness, attitudes and buying behaviour. They spend a lot of money to keep individuals (markets) interested in their products. To succeed, they need to understand what makes potential customers behave the way they do. The advertisers goals is to get enough relevant market data to develop accurate profiles of buyers-to-find the common group (and symbols) for communications this involves the study of consumers behaviour: the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants. The essence of being in business by any business outfits is to produce for sales and profits. In order to remain in business an organization must generate enough sales from its products to cover operating costs and post reasonable profits. For many organizations, sales estimate is the starting point in budgeting or profit planning. It is so because it must be determined, in most cases, before production units could be arrived at while production units will in turn affect material purchases. However, taking decision on sales is the most difficult tasks facing many business executives. This is because it is difficult to predict, estimate or determine with accuracy, potential customers’ demands as they are uncontrollable factors external to an organization. Considering, therefore, the importance of sales on business survival and the connection between customers and sales, it is expedient for organizations to
Engage In Programmes That Can Influence Consumers’ Decision To Purchase Its Products.
1.1 Background of the Study
In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad – the copy, layout, and artwork – was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed in the late 19th century when the advertising agency of N.W. Ayer & Son was founded. Ayer and Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.
Advertisement for a live radio broadcast, sponsored by a milk company and published in the Los Angeles Times on May 6, 1930. At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women’s insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today’s standards, the advertisement featured a couple with the message “The skin you love to touch”.
In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups. When the practice of sponsoring programs was popularised, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business’ name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station’s broadcasts, rather than selling the sponsorship rights to single businesses per show.
1.2 Statement of the Problem
The role of advertising in determining consumer behaviour and brand preference has been undermined by many firms in Nigeria over the years. Some firms spend huge amounts of money advertising their products and still claim about indifference in their sales volume. This misconception seems to be based on an entirely understandable initiative reaction: how can advertisers claim that advertising does not increase consumption and sales and still spend so much money on it?
According to Ambler (2000), advertising has major influences on consumption volume of consumers, as well as sales volume. Adverts may not necessarily bring about huge volume of sales in the short-run, but will certainly increase sales and profits in the long run if done properly. Even if some marketers believe that accurate knowledge about consumers, how they buy, why they buy, and where they buy- is unnecessary as it is possible to manipulate hapless buyers into parting with their money in return for products that they do not want. However, models about advertising as a strong force have survived despite various empirical studies showing that the view of advertising as a strong persuasive force is largely unfounded.
1.4 Research Objectives
The following are the research objectives of this study:
- To examine the impact of advertising on consumer brand preference.
- To determine advertisement channels that are most effective for influencing consumer buying behaviour.
- To examine the impact of celebrity endorsement on consumer brand preference.
- To find out factors that encourages brand loyalty amongst consumers.
1.5 Research Questions
In-order to achieve the objectives of this study, the following research questions were used:
- Does advertisement influence consumer brand preference?
- Which advertisement channel is most effective for influencing consumer buying behaviour?
- Does celebrity endorsement affect consumers buying preference?
- What factors encourage brand loyalty among consumers?
1.6 Research Hypothesis
- Ho: Advertisement does not influence consumers’ behavior and preference for a brand.
Hi: Advertisement influences consumers’ behavior and preference for a brand. - Ho: There is no significant relationship between media channel and effectiveness of advertisement.
Hi: There is a significant relationship between media channel and effectiveness of advertisement.
1.7 Significance of the Study
The study will help firms understand the importance of advertising. It will also enable them structure their adverts and brands to make them more appealing in order to improve sales and lead to better performance. As this study gives a clear insight into how advertisement can influence consumer behaviour, many firms will be encouraged into using adverts to market their products. When firms start making more sales and profits as a result of advertising, the economy of Nigeria will be boosted, as more income from tax will be accrued to the government of Nigeria. The findings and recommendations of this study will go a long way in helping firms to adopt good advertising strategies, and appealing brand designs to help get more consumers for their products and services.
1.8 Scope of the Study
The study is limited to the influence of advertising on brand awareness and consumer preference in Uyo, using selected consumers of various beverage brands as a focus point.
1.9 Limitation of the Study
The only limitation faced by the researcher in the course of carrying out this study was the delay in getting data from the various respondents. Most respondents were reluctant in filling questionnaires administered to them due to their busy schedules and nature of their work. The researcher found it difficult to collect responses from the various respondents, and this almost hampered the success of this study.
1.10 Definition of Terms
Advertisement:
Any form of non-personal communication through mass media that is paid for by an identified sponsor(s).
Advertising:
A process activity or program necessarily to prepare message get it to the intended market.
Influence:
The effect somebody or something has on somebody or something.
Media:
The main ways that large number of people generates information or get entertained.
Consumers:
Persons who buy goods and use it for services.
Product:
Anything that can be offered to the market for attention, acquisition, and consumption or use that might satisfy a need or want.
Services:
Any act of performance that can be offered to another that is essentially tangible and does not result in the ownership of anything.
Consumer Behaviour:
The behaviour at which the consumer will display if searching for purchasing.
Chapter Five
Summary, Conclusion and Recommendations
5.0 Introduction
In chapter one to four, the researcher tried to show the impact of advertisement on consumers preference and behavior. However, in chapter five, the researcher gives a summary of the previous chapters that are contained in the project, also recommendation and conclusion would be given.
5.1 Summary
Chapter one deals with the introduction of the subject matter, that is the impact of advertising on consumers preference and buying behaviour. In this chapter, statement of general problems, research questions, purpose of the study, hypothesis and limitation of the study were discussed.
- In chapter two, other writers views about the subject matter, objectives, classification of advertisement and the forces that might influence consumers buying behaviours were also discussed.
- Chapter three explained the methods employed in data collection and the tool used to analyze or test the hypothesis to show the impact of advertisement on consumers buying behaviour.
- Chapter four shows how the data collected were analyzed discussed by using the grand mean x and chi-square (x2) to determine the impact of advertising on consumer laying behaviour.
- Chapter five, being the last chapter deals with the summary of findings, conclusion, recommendations and reference to the research work.
In addition to this, the researcher find it necessary and appropriate to outline some of the benefit found about the impact of advertising with reference to consumer behaviour. Advertising is a powerful communication force and an important marketing tool, it also help to sell goods, services, images and ideas through channels of information by modifying the behaviours and attitudes of the receiver of the message.
In the cause of this study, the following positive aspect of advertising in relation to consumers behaviours are discussed:
- Advertising educates consumers and create awareness about product benefited features
- That advertising serve as a major source of information to consumers in comparison with other sources
- Advertising material consumers to buy, hence increasing sales
- Advertising create prestige and excitement around a product
- That advertising influence consumers purchases quantity summaries, the negative aspect of advertising in relation to consumers behaviour to include:
- Misleading consumers as a result of exaggeration from producers
- Advertising does not help in being down cost of goods
- Advertising is deceptive in nature
- That advertising is expensive
5.2 Conclusion
From the research findings, it would be concluded that advertising has a remarkable influence on consumer behaviour. Due to the outcome at the research work, the researcher concluded that;
- Promoting a company’s product is necessary in essence, it was included that advertising is the best tool for promotion because it always contains all the necessary information needed about a given good and services.
- Advertising is any form of non-personal presentation of goods and services or idea through and identified sponsor(s)
- In the analysis, of the data collected, it is established and concluded that advertising induces consumers behaviour to purchase and apply for company goods and services therefore, advertising has a great influence on consumers buying behaviour.
- Other factors like price, quality, peer and non-availability of close substitute also play their part but not as that of advertising in inducing consumer.
- Advertising information is within the reach or target consumers which could be through radio, television, newspaper and handbills. The respondents feel that advertising forms mentioned above are the best in terms of presentation.
- Finally, advertising through expensive increase sales volumes of company’s product thereby increase large market share.
5.3 Recommendation
Based on the finding of the study and conclusions are drawn. The researcher wishes to make the following recommendations which in his opinion if adopted will result in a more effective and efficient use of advertising to the advantage of consumers and products. It will also serve as a strategy for creating brand image for product involved.
- The company should continue advertising their products since it was found out that advertising increase sales revenue. This is not to say that the company should embark on the promotion. They also have positive impact on sales volume. But emphasis should be the most place of advertising.
- Since the majority of the respondents are of the opinion that television is the best form of advertising tools. The management should be fraction as a system whereby more consumers would be aware of existence of that company’s product.
- Management must ensure that price chance on their products must be reasonable. The goods must be of a good quality. These are necessary factors, because they influence consumers buying behaviour
- It also has been established that advertising is a form of presentation. Thus the consumers minds is to skillfully manipulate to change or gear them into making certain decision on good product
- Pictures of products should be placed in villages so that consumers can see the product. This is because they have assess to radio only, which denied them the clear nature of the product hence making them to use personal sources of information to advertising.
- Advertisers should ensure that the right media is used for the product or message being communicated to the target audience so that advertising message will not be directed to the wrong audience
- Clear instructions about product usage and information on product ingredient should be made known to consumers so as to avoid complaint about the product.
- The method of communication in advertisement must be true from misunderstanding vagueness should be avoided so that the consumer can clearly understand the message.


The Complete Material Will Be Sent to You in Just 2 Steps
Quick & Simple…
![]()
Make Payment (Through Transfer) of ₦5,000 to the Account Below
![]() | Acc No: 0811003731 |
| Samphina Academy | |
| Current Account |
Or CLICK HERE To Pay With Debit Card
| FOR STUDENTS OUTSIDE NIGERIA | |
| CLICK HERE To Pay With Card ($15) | |
| FOR GHANA STUDENTS (GHS 100) | |
![]() | MTN MoMo |
| 0553978005 | |
| Douglas Osabutey | |
![]()
Send the Following Details on WhatsApp ( 07062590260 ) After Payment
- Payment Details
- TOPIC: Effect Of Advertisement On Consumer Brand Preference
The Complete Material Will Be Sent To You On WhatsApp After Receiving Your Details
T & C Apply
Students Review
List of Related Works
Problems Of Brand Preference Amongst Users Of Skin Care Products In Enugu Metropolis
The Role Of Advertising In Motivating Consumer Brand Preference For Beverages
Consumer Brand Preference In The Purchase Of Beverage in Enugu Metropolis
Impact Of Sales Person In Motivating Consumer Brand Preference For Beer Product
Consumer Perception Towards Brand Preference Of Mobile Phone Service Providers
The Impact Of Television Advertising Of Household Products On Consumers Brand Preference
The Influence Of Advertising On Consumers Brand Preference Of Star Maggi
Effect Of Advertising On Brand Preference (A Case Study Of Nestle Ng)
The Impact Of Viral Marketing On Brand Preference Of Hero Larger Beer
The Effect Of Advertising On Consumption Of Fast Food In Nigeria
The Effect Of Advertising On The Sales Of Toothpaste
Appraisal Of The Effect Of Advertising On Customers Patronage In The Fast Food Industry
The Effect Of Advertising On Consumer’s Acceptability Of New Product
Determining The Effect Of Advertising Strategy Adapted In The Sales Of Consumer
Effect Of Advertisement On Consumer Purchase Decision In Food And Beverages Industry
The Effect Of Advertising On A Company’s Product
The Effect Of Advertising On The Demand For A New Product
The Effect Of Advertising On Sales Volume Of An Organization
The Roles Of Advertisement In Nigeria Banking System (A Case Study Of Skye Bank Plc)
Influence Of Emotional Appeal Advertisement Of Cosmetic Products On Purchase Intention
Role Of Advertisement In The Banking Industry Of Nigeria (A Case Study Of Fidelity Bank Plc)
Influence Of WAW Detergent Soap Advertisement On The Patronage Among Housewives
Revenue Opportunities For Libraries, E.G., Advertisements On Computer Screens
Discourse Study On Radio Advertisement (A Case Study Of Royal FM Ilorin)
Customers Perception Of GSM Interruptive Advertisement In Nigeria: A Study Of GSM Users In Abraka
Influence Of Advertisement On Students’ Patronage Of Goodmorning Cornflakes
The Impact Of Radio Advertisement On Consumer Patronage (A Case Study Of Radio Lagos)
Design And Implementation Of A Web Based Advertisement Management System
Assessment Of Celebrity Endorsement On Consumer Behaviour In Yenagoa Metropolis
The Effects Of Television Advertisements On The Buying Habit Of Consumers
The Impact Of Internet Advertisement On Consumer Behaviour
The Impact Of MTN Advertisement On Subscribers – A Study Of Uyo Metropolis
The Effect Of Television Advertisement On Children Mental Development
Audience Perception On Lacasera Soft Drink Advertisement
The Impact Of Advertising On The Marketing Of Global System For Mobile (GSM) Communication
Billboard Advertisement And Patronage Of Detergent Among Young Mothers In Port Harcourt.
Evaluation Of The Effectiveness Of Radio Advertisements Of Family Planning Programmes
The Impact Of Advertising On Sale Of Mobile Phone In Enugu Metropolis
Impact Of Advertisement On Consumable Goods (A Case Study Of Cadbury Nigeria Plc)
The Effect Of Advertisement On The Success Of A Business Organization
Audience Perception Of Gender Stereotype In Television And Online Advertising Among Offa Residents
The Determination Impact Of Advertising In Marketing Of Blue Omo Detergents In Enugu
Effect Of Sales Promotion On Sales Performance (A Case Study Of MTN)
Advertising Jingles And Sloganeering Campaign On Consumer Buying Behaviour
The Impact Of Television Advertising On Nursing Mothers (A Case Study Of Baby Products)


