Effect Of Television Advertising On Consumer Purchasing Behaviour

Project and Seminar Material for Marketing

Abstract

In this study, our focus was to carryout a critical analysis on effect of television advertising on consumer purchasing behaviour. The study specifically was aimed at ascertaining the actual television advertisement of Omo detergent on the buying decision of consumers behaviour.

The study adopted the survey research design and randomly enrolled participants in the study. A total of 100 responses were validated from the enrolled participants where all respondent are active workers in the Unilever Nigeria Plc. The findings revealed that Since the X2 calculated value is greater than the critical table value that is 3.508 is less than 5.991, the alternate hypothesis which states that the Users of Omo blue detergent are directly influenced by the advertisement is rejected and the null hypothesis which states that the higher the Users of Omo blue detergent are not directly influenced by the advertisement is accepted.

The result from this investigation proved that there is a significant relationship between Consumer purchase behavior and successful marketing. This implies that Consumer purchase behavior is not a fact finding process essential for successful marketing. The result from this investigation also proved that there is a significant relationship between Consumer purchase behavior and survival of an organization. This implies that Consumer purchase behavior is necessary for the survival of an organization

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

The objective of this study is to find out the actual television advertisement of Omo detergent on the buying decision of consumers behaviour.
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.
To establish the effect of television adverts of detergent against others.
To investigate consumer purchase behaviour, the basic determinants of consumer behaviour, and consumer purchase decisions.
The extent of which contribution of economics of consumer behaviour.
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

Does television advertisement of a product Omo blue detergents influence the customer buying behaviour?
Does television advertisement influence consumer preference for the Purpose?
What part of Omo detergent advertisement influence consumer buying behaviour?
To what extent Close television advertisement of a product educated the consumer on the choice of such product?
Does television advertisement of a product increase the sales of such product?
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

It help advertising practioners or advertising agencies to know if the advertisement they produce are consistent with consumer wants and desire.
It will give the company an insight on the needs to identify and exploit certain marketing opportunities.
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 Behaviour:

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.

Chapter Five

Conclusion and Recommendation

5.1 Conclusion

The findings revealed that Since the X2 calculated value is greater than the critical table value that is 3.508 is less than 5.991, the alternate hypothesis which states that the Users of Omo blue detergent are directly influenced by the advertisement is rejected and the null hypothesis which states that the higher the Users of Omo blue detergent are not directly influenced by the advertisement is accepted.

The result from this investigation also proved that there is a significant relationship between Consumer purchase behavior and survival of an organization. This implies that Consumer purchase behavior is necessary for the survival of an organization

5.2 Recommendation

The study shows that consumers have certain variables that influence their buying habits such as price, taste, product design and advertisement.

Out of these other variables, advertisement was considered the most influential especially with television as the most preferred medium.

It is therefore recommended that in the advertisement of Unilever Nigeria Ltd, the company should pay more attention to using television as a medium of advertisement. Television should be considered first before any other media of advertising as its influence is most exciting.

The advertising department of the company should design messages that are appealing to men as they are more susceptible to Unilever Nigeria Ltd advertisements. They should also endeavor to check that all claims which they are making about their products such as price factor, taste, quantity etc. which would be reflected on television advertisements are true and authentic.

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