An Assessment Of The Influence Of Television Advertisement Of Peak Milk On The Buying Habits Of Inhabitants Of Aba
The aim of embarking on this study was to provide a well detailed account on the Influence of Advertisement on Consumer Behavior using Aba as the case study. The Researcher used survey Research Design in the collection of the data. Because it is easier to sought peoples’ opinion using Questionnaire. Stratified Sampling Method are used to get the sample size for this study is 200. Data gathered from the study were analyzed, tested and interpreted using sample percentage frequency table. The researcher was able to find out that majority of the respondents own television set and view the Peak Milk advert. The theory that led support to this work is cultivation theory. The researcher therefore recommends that adverting should be real and interesting so as to call and retain prospective buyers for the advertised product. And also the manufacturers of Peak Milks should try as much as possible to make their advert consistent in order to increase awareness and more patronage for consumers.
Table of Content
- 1.1 Background of the Study
- 1.2 Statement of the Problem
- 1.3 Objectives of the Study
- 1.4 Research Questions
- 1.5 Hypothesis
- 1.6 Significance of the Study
- 1.7 Scope of Study
- 1.8 Limitation of the Study
- 1.9 Operational Definition of Terms
- 1.10 Organization of the Study
Review of the Literature
- 2.1 Source of Literature
- 2.2 Review of Literature
- 2:2:1 The Concept of Advertising
- 2.2.2 Advertising in Nigeria
- 2:4 Theoretical Frame Work
- 2:5 Summary of Literature Review
- 3.1 Research Design
- 3.2 Population of the Study
- 3.3 Sample Technique/ Sample Size
- 3.4 Instrument of Data Collection
- 3.5 Validity of Data Gathering Instrument
- 3.6 Method of Data Collection
- 3.7 Method of Data Analysis
4.0 Data Presentation and Analysis
- 4.1 Discussion of Finding
Summary, Conclusion and Recommendations
- 5. 1 Summary
- 5.2 Conclusion
- 5.3 Recommendations
- 5.4 Suggestion for Further Studies
1.1 Background of the Study
All over the world people and companies utilize advertising to good advantages in the keen competition encounter in word regional and local markets, business men are aided by the sales producing force of advertising.
Not only that skillfully planned and directed advertising not only at home but also abroad over come prejudice combat, foreign competition, establish new habit, build good will creates employment increase productivity multiply sales and thus, lay a solid foundation for sustained economic development of any country, one analysis contend that advertising is one of the most powerful socializing force in culture. Advertising sells more than product. It sets image, value, goods and concepts of who we are and who we should be. It shapes our attitudes and our attitudes shapes our behaviour. Ahunaya (2004 70).
Advertising power goes beyond the selling of goods, it promotes a consumer life style a global culture that centers on material things. A television commercial normally say’s and now a few words from our sponsors’ are companies or individual that pay to have their product advertised, while the ‘few words our sponsor’ sponsors are companies or individual that take pay to have there product to be advertised, while the “few words our sponsor” have become a deluge sponsor still financially support the newspaper and radio. Encyclopedia (195).
According to the Encyclopedia, American (204) Advertising began around 3200 Bc when the Egyptian stenciled inserption the names of kings on temple being built. Later they wrote run way slave enouncement on Papyrus- sign boards were placed outside doors in Greece and Egypt around 1500 B. c perhaps the most important Event in history of advertising was the printing of the Gutenberg Bible about 1450 to 1455. The first time that western man used the principle of moveable type in about 1477 in London, the first printed advertisement in English announced a prayer book sale the first newspaper advertisement appeared on the back paper of in London newspaper in 1625. The easily town crier was also a medium of advertising”.
Advertising has since than been seen to help in economic development in ways of creating jobs sponsoring sports, and the art helps to provide affordable media which encourages competition improves product keep price low and enable people to make informed buying choices Eluwa (2005: 44).
According to Rosson Blatt (1977) advertising is the voice of business such that when it is heard, business is said to have been spoken.
All over the world today, advertising seems to have been recognized as an important tool, which facilitates the sale of products and strengthens consumer’s preferences. Manufacturers who continuously work for the sale of their product tends to see advertising as an indispensable tool. In Nigeria for instance, advertising has been employed vigorously on non-price completion to promote the image of competing product brands.
This largely had to the establishment and growth of many industries of which Peak Milk was not left out. Fortune started to smile to these Peak Milk companies at most Nigerians started consuming Peak Milk and this accounted for the existence of many more of such companies in the country.
However, with the recent down ward changes in the economics fortune of the nation and her people those Peak Milk companies are being faced by declining patronage to scramble for consumers whose finances and depressed and this in turn has led to stiff competition and cutthroat advertisement as each manufacturer of different brands of Peak Milk wants to out do the other to gain control of a large sparer of the market in order to sustain itself in business. As a result of the need to communicate to the consumers information about a particular products personality and features becomes imperative the manufactures in order to accomplish the task of reaching the consumers uses advertising to inform them about the product, the charges it has made and persuade them to buy the products.
However, manufacturers cannot win the consumers over successfully, or make them prefer their brand of product if the brand dose not live up to the expectation of the products advertisement Haller (1977) criticized the power of advertising “claims” in selling a product. He observed that when the product feature seem very small or the claims exaggerated the consumer may change his or her mind not to by that brand anymore he further remarked that a product will only remain the darling of the consumers, if it matches up to the claims in the advertisement and meet the consumers taste, needs and expectation.
Other critics of advertisement, uphold that adverts hamper consumer choice as large advertiser uses their power to limit the options to a few will advertised brands. However, consumer choice and preferences for brands may be informed by a combination of varied factors including advertising.
This study seeks to examine primarily the impact of adverts and other factors such as quality, price, proximity, availability group influence e.t.c has on consumer purchasing behaviour thus the main question is can adverts influences the consumer and make him or her switch from one brand to another.
1.2 Statement of the Problem
Critics claim that advertising manipulates us into buying things by playing on our emotions and promising greater status social acceptance and sex appeal there is no doubt about the fact that this new and other like it would advertising affect the consumers of Peak Milk.
Historically, companies and even professional advert people have questioned or misunderstand the effectiveness of advertising series of market research studies however offered dramatic evidence to the contrary the evidence includes better awareness familiarity and over all impression of products.
Advertising as a major means of selling goods, product and services in Nigeria and all over the world is faced with lots of challenges owing to the development of advertising in Nigeria and challenges associated with rending services customers have so many complaints ranging from awareness to feedback.
Therefore, this study is an attempt to examine critically the rate of influence of advertisement on consumer of Peak Milk.
- To determine the rate at which they are influenced by advertisement on Peak Milk.
- To determine the level of acceptance of advertisement aired by Abia state television on Peak Milk.
1.3 Objectives of the Study
The study had the following objectives
- To determine how Peak Milk advertisement affects the consumers that make use of it
- To know the extend Peak Milk advert affect the consumer’s
- To find out the level of frequency of exposure of Abia state television commercial to advertisement on Peak Milk.
Finally this study will proffer solution on most effective means of handling advertisement to meet modern day challenges as well as handle some peculiar circumstances
1.4 Research Questions
- To what extent has Peak Milk advertisement affected the consumers that make use of it?
- To what extent has Peak Milk contributed towards the attitudes of the consumer?
- What is the level of frequency of exposure of Abia state television commercial to advertisement in Peak Milk?
- HO1: Peak Milk advertisement has not affected the buying behaviours of consumers in Aba
- HA1: Peak Milk advertisement has affected the buying behaviours of consumers in Aba
1.6 Significance of the Study
This work though not exhaustive is quiet necessary at a time the media a awash with all forms of advertisement lure consumers.
It will educate consumer on the best ways to respond to advertisement while advertisers will learn to understand the need to follow the ethics of the profession by avoiding advertisement that are subversive.
Students of advertising will also find this work useful as it will expose them to various forms of media advertisements.
Above all, this study will serve as an addition to existing literature on the topic it is expected that researches will find some of the recommendation of this work useful in conducting further research.
1.7 Scope of Study
This study is focused on the influence of television advertisement of peak milk on the buying habits of inhabitants of Aba. The period of this study spans from January to June 2014 it will look at the various ways consumers in Aba in Aba South Local Government of Abia state have responded to advertisement. This study is centered on Abia state television commercial researcher choose to focus the investigation.
1.8 Limitation of the Study
In the course of this study, the researcher encountered some limitations. There was unwillingness of respondents to fill the questionnaires. Some of the copies questionnaires were also reported missing and it was severally replaced and this affected the researcher negatively finance wise. Also, the researcher faced time constraints and had to combine the research with other academic activities and coursework. Lastly, the researcher made use of University of Aba in Aba South Local Government of Abia state.
1.9 Operational Definition of Terms
The feelings of the people of Aba after been exposed to Peak Milk advert on Abia state television
The level of awareness about Peak Milk by the people of Aba.
A television advertisement is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product or service. Advertisers and marketers may refer to television commercials as TVCs.
Refers to purchasing a particular brand again and again.
The people that makes use of Peak Milk.
The attitude of the people of Aba towards the advertisement on Peak Milk.
1.10 Organization of the Study
This study is organized into five chapters. Chapter one included the background of the study, research problem, research objectives and questions as well as limitation of the study. Chapter two contains the literature review. Chapter three includes the methodology and study area. Chapter Four contains the results and discussion of key findings of the study. Chapter Five finally looks at the summary, conclusions, and recommendations based on the findings.
Summary, Conclusion and Recommendations
The main purpose of this study was to assess the influence of television advertisement of peak milk on the buying habits of inhabitants of Aba, Abia state. The research design for the study was survey research, the scope of the survey research was limited to a sample of 200 respondents drawn from Aba South Local Government Area using stratified sampling method.
The theory that led support to this study was cultivation analysis theory propounded by George Gerbner and Larry Gross (1976).
According to this theory mass media (Television) is responsible for shaping or cultivating viewer s conception of social reality.
Finding from the study shows that majority of the respondent own television set and view the Peak Milk advert then a conclusion was drawn from the data obtained from the respondents.
- Consumers of Peak Milk prefer it because of its advertising strategies.
- Consumers believe that Peak Milk is the best.
- Advertising message influence the consumers behavioral attitude positively by making them to have clear and simple comprehensive message of the advertised product.
The result of this study shows that Abia state television commercial has influence the attitude of the residence of Aba in Aba South Local Government towards the purchase of Peak Milk.
Based on the result and conclusion the following of this study, recommendations were proffered.
- The manufacturers should try as much as possible to reduce the price of their product in other to accommodate all their target consumers and not to see advertising as the main reason for price increment.
- The manufacturers of Peak Milk should try as much as possible to make their advert consistent in order to increase awareness and more patronage for consumers.
- Advertising should be real and interesting so as to call and retain prospective buyers for the advertised product.
- Also APCON are advised to see that advertiser maintain the principle guiding advertising because consumers through advertisement are deceived into buying the wrong product.
- APCON should also see that defaulters are sanctioned accordingly without fear or favour.
- The manufacturer should also increase media for advertising from television and radio to bill board, posters and pamphlets so that advertising message will reach many people.
5.4 Suggestion for Further Studies
The research suggests that further research should be carried out on the roles of advertising in eradicating negative influence of the behavioural attitude on consumers.
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