Broadcast Media And Sales Performance Of Fast Moving Consumer Goods In Port Harcourt

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Broadcast Media And Sales Performance Of Fast Moving Consumer Goods In Port Harcourt


Abstract


The aim of this study is to examine broadcast media and sales performance of fast moving consumer goods in Port Harcourt. The aim of this study is to examine broadcast media and sales performance of fast moving consumer goods in Port Harcourt. Findings from the study revealed that since brands started broadcasting their fast moving consumer products on television and radio stations, sales, patronage and repeated patronage has increased. Findings from the study through hypothesis test also showed that there is an significant effect influence of Television/Radio Broadcasting on Sales Volume and Repeated Purchase in fast moving consumer goods in Port Harcourt.. The study therefore recommends that Proprietors of fast moving consumer goods should always carry out proper timing when advertising so that they can get full attention of the intended consumers. More so, Business organization should see the need of evaluating every programme of advertising in order to know its contributions to the fulfillment of the firm’s objectives and if those adverts pull patronage to them as expected.


Chapter One


Introduction

1.1 Background of the Study

The term ‘broadcast media’ is quite often mentioned these days. It is a new phenomenon and one would probably imagine that everyone knows or understands what it means. Nearly ninety percent (if not more) of all online or internet users use broadcast media in one way or the other (Kietzmann and Kristopher, 2011; Dolwick, 2009). The emergence of broadcast media began in the early days of internet when people started sharing information and communicating with one another (Boyd and Ellison, 2010) but unfortunately; the platforms used then were more ‘technology intensive’ and required some level of expertise before use. Hence, the number of people using broadcast media platforms then was limited.

Over a period of time as technology advanced, platforms that are less sophisticated were developed thus, enabling billions of regular internet users, without any technology background, to use the services (Boyd et al., 2010; Baden, Bender, Spring, Bhattacharjee and Strain, 2009) and this marked a turning point in the history of the media, making the media all inclusive in such a way that people no longer remain silent spectators to the content being dished out to them. Now, they could create their own content, share it with others, respond to people, collaborate with them and many more (Andreas and Haenlein, 2010). This user interaction is what gave impetus to the today’s increasingly emerging broadcast media platform.

Broadcast media medium such as, the radio and television now allow member individuals to interact with one another and to build relationships even many companies across the world have joined but they joined only the fastest growing networks such as Facebook and Twitter, so as to connect with their customers (Trattner and Kappe 2012). The broadcast media networks act so fantastically as the vehicle helping companies to gain traffic or attention to their product and service usually through the use of Links via the adverts they place on the broadcast media (Chinag and Chung, 2011; Deis and Hensel, 2010). It also acts just as the traditional Word of Mouth in mainstream marketing does. Corporate messages conveyed through broadcast media spread very fast from users to users and presumably resonate in favour of the company (Deis and Hensel, 2010). In these regards, broadcast media networks, ever since 2002, have become the new 21st century paradigmatic market medium for businesses to exploit (IMAP, 2010) and influence their customers’ purchasing behaviour more. This is because, globally, a survey report reveals that about half of the 170 million Nigerians regualary make use of the broadcast media(Oracle Retail, 2010) and sequel to this notion, virtually all businesses now employ broadcast media networks as an extension of their existing corporate marketing strategies especially the retail industry in order to capture and serve customarily those active users with a broad range of lifestyle brands of products across the universe. And in the light of this, many firms in Nigeria also have started plunging into using these platforms. This current study thus seeks to explore thepatronage behaviour of Nigerian consumers via these growing broadcast media networks especially from those companies that utilize them for their marketing activities.


1.2. Statement of the Problem

One of the purposes of using the broadcast media is to create awareness of the products advertised. In order to achieve this aim, producers frequently advertise their products (Jonathan1995). Despite the advertising of shopping goods such as men’s packet shirts, women’s clothing, jewelry, television etc, consumers’ attention is not always drawn to it, because consumers in Rivers State have their areas of interest and the type of goods they buy. They prefer to buy by the road side or open market where they can bargain. Advertising seeks to build a brand preference or to educate people (Kotler, 2006). On the order hand, consumers in Rivers State show less interest in brand preference. Some consumers prefer to buy by the road side or in the open market where they can bargain. Most consumers prefer to buy used 7 product than to buy quality products from the shop. In Rivers State, there is little or no public communication media through which consumers are educated about a product.

Most consumers do not get information about shopping goods that will be of benefit to them. for example when a promo or discount are given for buying a product, some consumers who do not have access to television, radio or public communication media might not be aware. Shopping goods are those goods consumers purchase after comparing quality, price, style, colour and size (Kotler, 2003). On the contrary, consumers in Rivers State prefer to consider cost, transportation and nearness to the market whenever they want to buy their products. Osuala (1987) explained that sellers advertise numerous general products, to increase sales of the products category. But consumers in Rivers State consider advertised products that are sold in the shops to be very expensive thereby prefer to buy in the open market. Advertising based on sizes, colour, shapes, qualities of televisions may influence consumers to buy, however consumers who do not watch TV advertisement frequently will not be so influenced.

Furthermore, many consumers think it is a waste of time, those who do not have access to television may not be influenced by such advertisement, Though consumers in Rivers State consider factors such as cost, income, transportation, nearness to market etc. However consumers who buy 8 original products will prefer to buy quality products from the shops. It is important therefore to ascertain the influence of the broadcast media on the purchase of fast moving consumer goods in Port Harcourt.


1.3 Purpose of the Study

The study seeks to examine the relationship between the Broadcast Media and Sales performance of Fast moving Consumer Goods in Port Harcourt.

The specific objectives are as the following:

  1. To examine the association between Television Broadcasting and repeat Purchase of fast moving consumer goods in Port Harcourt.
  2. To examine the association between Radio broadcasting and sales volume of fast moving consumer goods in Port Harcourt.

1.4 Research Questions

The following research questions have been formulated and will be answered at the completion of this work.

  1. To what extent does Television Broadcasting enhances repeat purchase of fast moving consumer goods in Port Harcourt?
  2. To what extent does Radio broadcasting enhances sales volume of fast moving consumer goods in Port Harcourt?

1.5 Study variables/Conceptual Framework

Figure 1.1 Conceptual frameworks of Broadcast Media and Sales Performance

Source: Conceptualized from literature, 2016


1.5 Research Hypotheses

An attempt to make our final answers not to look like mere assumption the hypotheses of this study will be stated as follows:

Ho1: There is no significant association between Television Broadcasting and Repeat Purchase of fast moving consumer goods in Port Harcourt.

Ho2: There is no significant association between Television Broadcasting and Sales Volume in fast moving consumer goods in Port Harcourt.

Ho3: There is no significant association between Radio broadcasting and Repeat Purchase in fast moving consumer goods in Port Harcourt.

Ho4: There is no significant association between Radio broadcasting and Sales Volume in fast moving consumer goods in Port Harcourt.


1.6 Significance of the Study

The finding of this study would be of importance to the business operators most especially proprietors of shopping goods as it would create awareness of the importance of advertising on the sale of their products. The findings of this study would be of benefit to marketing students and lecturers in tertiary institutions as they would have a broader understanding of how advertising influence the sale of shopping goods. The findings of this study would be of benefit to the Ministry of Commerce and Information. It will give them an insight on the benefit of advertising on the sale of shopping goods. It will also assist them on how to organize training programmes for proprietors of small scale business. The findings of the study would be of immense benefit to the media organization as the knowledge gain from the findings would help them to be innovative in their various approaches to advertising designs. Finally the findings of this study would be a significant contribution to the existing body of literature in the discipline


1.7 Scope of the Study

This study is restricted to the influence of broadcast media on the sales of fast moving consumer products in Port Harcourt.


1.8 Limitation of the Study

Financial constrain

Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

Time constraint

The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.


1.9 Definition of Terms

Consumer Goods:

Goods bought and used by consumers, rather than by manufacturers for producing other goods.

Media:

The main ways that large member of people receives information and entertainment that is television, radio, newspapers and internet.

Broadcast media:

Broadcast media is the most expedient means to transmit information immediately to the widest possible audience, although the Internet currently challenges television as the primary source of news. Most people now get their daily news through broadcast, rather than printed media.


Chapter Five


Summary, Conclusion and Recommendation

5.1 Summary

The aim of this study is to examine broadcast media and sales performance of fast moving consumer goods in Port Harcourt. It examined the association between Television Broadcasting and repeat Purchase of fast moving consumer goods in Port Harcourt.It examined the association between Radio broadcasting and sales volume of fast moving consumer goods in Port Harcourt.

Survey research design was employed for the study and with the convenience sampling the method, 80 participant was enrolled for the study of which 77 was validated for the study. The project employed the use of questionnaire to sources of data which is administered to the dealers/staffs of fast moving consumer goods as well as personnel interview and observation while the collected data was analyzed using frequencies and tables. Hypothesis was testing Chi-Square Statistical Tool (SPSS).


5.2 Conclusion

Broadcast Media seeks to build a brand preference or to educate people. However, consumers in Benin City show less interest on brand preference. Some consumers prefer to buy by the road side or in the open market where they can bargain. Most consumers prefer to buy used materials to buying branded materials in a shop.Shopping goods are those goods consumers purchase after comparing quality, price, style, colour and size. On the contrary, consumers in Portharcourt prefer to consider cost, transportation and nearness to the market whenever they want to buy their products. Sellers advertise numerous general products, to increase sales of the products category. But consumers in Portharcourt consider advertised products that are sold in the shops to be very expensive thereby preferring to buy in the open market. Advertising based on sizes, colour, shapes, qualities of televisions may influence consumers to buy, however consumers who do not watch TV advertisement frequently will not be so influenced. Furthermore, many consumers think it is a waste of time, those who do not have access to television may not be influenced by such advertisement.

Findings from the study revealed that since brands started broadcasting their fast moving consumer products on television and radio stations, sales, patronage and repeated patronage has increased. Findings from the study through hypothesis test also showed that there is an significant effect influence of Television/Radio Broadcasting on Sales Volume and Repeated Purchase in fast moving consumer goods in Port Harcourt.


5.3 Recommendation

Based on the findings of the study and the conclusion drawn, the following recommendation were made.

  1. Dealers of FMCG should intensity efforts in nourishing good customers‟ relationship. There should also be growing movement towards integrating all the messages created by their various communication agencies and sent out by various departments within the company in order to achieve consistency.
  2. Proprietors of fast moving consumer goods should always carry out proper timing when advertising so that they can get full attention of the intended consumers.
  3. In order for FMCG brands to prosper against its rivals, they have to be innovative and alert to whatever subtle move made by other competitors‟ in order to continue occupying its leadership position.
  4. The place of research in advertising is very crucial. Findings or research is the foundation of advertising. FMCG companies should endeavor to carry out research from time to time. A business world is full of uncertainties and risk. Research and findings can help reduce these risks to manageable proportions. It will also guide the management to take informed marketing and advertising decision.
  5. Advertising strategy or tool cannot be overlooked in the business organization despite the fact that advertising spending is reducing when compared with promotional spending hence soft drink brands should put this in consideration.
  6. There is need for business organization who intends to run adverts on broadcast media for their product should ensurethey do cost-benefit analysis of every advertising programme
  7. Business organization should see the need of evaluating every programme of advertising in order to know its contributions to the fulfillment of the firm’s objectives and if those adverts pull patronage to them as expected.
  8. There is need for FMCG companies to determine advertising spending through the preparation of advertising budget. This can be based on advertising objectives which include increasing sales volume, informing customers of a new product or creating awareness of an old or new product in the mind of the consumers and customers.

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