Impact Of Television Advertising On Purchase Behaviour Of Children Between The Ages Of 10-15 Years

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Impact Of Television Advertising On Purchase Behaviour Of Children Between The Ages Of 10-15 Years


Abstract


This study was carried out on the impact of television advertising on purchase behaviour of children between 10-15 years of age using some selected secondary schools in Owerri, Imo State as a case study. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of children aged 10-15 years in some selected secondary schools in Owerri, Imo State. In determining the sample size, the researcher conveniently selected 200 respondents and 150 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables. While the hypotheses were tested using Pearson Correlation statistical tool, SPSS v23. The result of the findings reveals that there is a significant relationship between aesthetic programming and purchase behavior of children. The study also revealed that heavy advert budget have an impact on children purchasing behavior. Multiple placements have any effect on purchasing behavior of children between the ages of 10-15 years in Owerri. Timing in television advert affect children between the ages of 10-15 years in Owerri. Further findings showed that Colour television advert effect children purchase behavior. Therefore, it is recommended that It is very important for firms to appreciate the fact that, children of school going age do not have the purchasing power to effect sales. They mostly relied on their parents to buy whatever they desire. Advertisers must therefore integrate their advertising strategies targeted at both parent and children. Product positioning strategies should be at the heart of management to help drives sales.


Chapter One


Introduction

1.1 Background of the Study

Television is an important development in the advertising world. it is the fastest growing advertising medium. the unique quality of television lies in its ability to combine many of the function perform by other media. in addition it exclude every other messages or attraction at the point of exposure. Advertising combine vision and audio with movement. it has the power to arrest attention.

Television advertising is a highly ubiquitous and lively medium that can reach a mass audience at a time by emotion the television is the best used for broad exposure and product demonstration advertising and also where some identify is important.

The television audience is broad while family and varied by the time of day but of course reaches almost every once television also has played an immense role in the transformation and has become so pervasive and influential in to day. Television advertising has grow from nothing to the point where it challenges news papers as the nations leading advertising medium the reasons for the growth are not difficult to understand because television advertising sells product creatively.

Edwards and brown (1959:250) television brought not only sound but also sight and motion into the customer’s home probably because of the added attraction of sight and motion television became the principle advertising medium of may national advertising in a short space of time. The reach of television is unequaled in the history of man; no other single advertising medium reaches as many people on a simultaneous basis as television does. In this era of mass media television is the most popular medium for reaching the mass audience

According to Buskirk (1976:3) organized customers groups have held that children are easily manipulated by advertising techniques and lack the ability to read advertising message in printed media. Televisions as the newest and fastest growing of all major media is probably also the most versatile. it makes its appeal through both the eye and ear this means that products can be demonstrated as well as explained. it offers considerable flexibility in terms of the time of massage presentation.

The study will therefore focus on the impact of television on the purchasing behaviors of children between the ages of 10-15 years. It will also establish the relationship between television advertising and improved purchase response of children to advertised product.


1.2 Statement of Problem

Most children between ages of 10- 15 years are adult children who have less money to purchase goods and services to satisfy their various needs. Children between ages of 10-15 years generally are very desirous of looking good refusing to be left behind by changing and fashion, peer group pressure also exerts a great influence in what children parents buy.

Television advertisers want to know the degree of effect television advertising has on the different choice of goods purchased by children between ages of 10-15 years. This will enable them to determine the amount of money to be pumped into television advertisings. They also want to determine whether these effects are positive or negative. Answers to these questions are important because students constitute a substantial segment of the television advertiser’s audience.

  • Does television advertising influence the choice of goods purchased by children between ages 10-15 years?
  • Does this determine the amount of money pumped unto advertising by companies?

As these adverts existing ergative influence on children between ages 10-15 years.

This research will therefore find out the influence of television advertising on purchasing behaviour children between ages of 10-15 years and how to channel television advertising to it in the future in order to get maximum benefit.


1.3 Objective of Study

The purpose of this study is assess the impact of television advertising on purchase between children between 10-15 years of age.

Then the specific objective are as follows

  1. To establish the effect of television on the purchase behavior of children between 10-15 years
  2. To identify the basic factors of consideration in advertising of children between 10-15 years
  3. To identify the problems advertisers usually encounter in advertising of children between 10-15 years.
  4. To find out if television advertising can influence the purchase behaviors of the children between the age of 10-15 years
  5. To determine children’s purchase response towards advertising
  6. To establish the cost implication of advertising to children between the age of 10-15 years
  7. To recommend the best method of carrying out children advertising in order to maximize profit.

1.4 Research Question

This investigation is seeking solution from following question.

  1. Is there significant relationship between aesthetic programming and purchase behavior of children?
  2. Does heavy advert budget impact anything on children purchasing behavior?
  3. Does multiple placements have any effect on purchasing behavior of children between the ages of 10-15 years in Owerri?
  4. Does timing in television advert affect children in television advert creates any impression on children purchase behavior?
  5. Does colour television advert effect children purchase behavior?

1.5 Statement of Hypothesis

Ho1: There is no significance relationship between aesthetic programming and children purchasing behavior.

Ho2: There is no significance relationship between heavy advert budget and children purchasing behavior.

Ho3: There is no significance relationship between multiple timing and children purchasing behavior.


1.6 Significance of the Study

The work will help advertiser to know the extent of the influence of their messages of children between ages of 10-15 years. It will highlight the areas where improvement is needed and also identify if television advertising is best suited for children between ages of 10-15 years.

Significantly, the work will show the extent of the power of television advertising in an environment that is dominated by persons (children between ages of 10-15 years) who are not direct income earners.
It is also a modest contribution to the growth of the literature on consumer behaviour.


1.7 Scope of the Study

For an in depth treatment of this topic the study should have covered the children between the age of 10-15 years in Imo state. the researcher can not possibly cover all the children between this age ranges in Imo state within the time period of this study and as a result this researches is limited to children within this age range that live in Owerri metropolis.

The questionnaires were not giving proper attention by the respondents they find it difficult to co-operate or even answer questions in the questionnaires as some in depth problem into their secrecy. Some did not care to return the questionnaires while other intentionally avoided the researcher. It was difficult tracking down the respondents in other to collect answered questionnaire despite all the techniques employed in this work the researcher still experienced with viewers bias.


1.8 Limitation of the Study

For an in depth treatment of this topic the study should have covered the children between the age of 10-15 years in Imo state. the researcher can not possibly cover all the children between this age ranges in Imo state within the time period of this study and as a result this researches is limited to children within this age range that live in Owerri metropolis.

The questionnaires were not giving proper attention by the respondents they find it difficult to co-operate or even answer questions in the questionnaires as some in depth problem into their secrecy. Some did not care to return the questionnaires while other intentionally avoided the researcher. It was difficult tracking down the respondents in other to collect answered questionnaire despite all the techniques employed in this work the researcher still experienced with viewers bias.


1.8 Definition of Terms

(1) Advertising:

Is a form of communication through the media about products services or ideas paid by a identifiable sponsor.

(2) Attitudes:

Lasting general evaluation of products, issue companies and so on.

(3) Audience:

Group of people exposed to any of the media but more usually associated with television or radio.

(4) Brand Loyalty:

The degree to which buyers are commitment under any circumstance to no commitment at all.

(5) Cognition:

Learning that involves processing input combing these inputs with information retrieved from memory and reaching conclusion.

(6) Conditioning:

Learning to respond in a certain way to a given stimulus.

(7) Consumers:

Individuals and families who buy goods and services for personal or family use.

(8) Consumer Behaviour:

The aspect of human behaviour that relates to planning purchasing and using economic goods and services

(9) Impact:

The qualitative value of an exposure through a given medium

(10) Learning:

Charges to the content or organization of persons wrong term memory

(11) Media:

These represent the entire vehicle used in reaching targeting through newspaper, radio or television

(12) Needs:

Perceived gaps between current condition and ideal conditions.

(13) Perception:

The three part process of exposure to a stimulus, attention to stimulus.

(14) Selective Perception:

This phenomenon of choosing which message to pay attention to and acknowledge.

(15) Students:

Children between ages of 10-15 years who are studying in primary and secondary schools.


1.10 Organization of the Study

This research work is organized in five chapters, for easy understanding, as follows. Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding. Chapter five gives summary, conclusion, and recommendations made of the study.


Chapter Five


Summary, Conclusions and Recommendations:

5.1 Introduction

This chapter summarizes the findings on the impact of television advertising on purchase behaviour of children between 10-15 years of age using some selected secondary schools in Owerri, Imo State as a case study. The chapter consists of summary of the study, conclusions, and recommendations.


5.2 Summary of the Study

In this study, our focus was onthe impact of television advertising on purchase behaviour of children between 10-15 years of age using some selected secondary schools in Owerri, Imo State as a case study. The study is was specifically set to establish the effect of television on the purchase behavior of children between 10-15 years, identify the basic factors of consideration in advertising of children between 10-15 years, identify the problems advertisers usually encounter in advertising of children between 10-15 years, find out if television advertising can influence the purchase behaviors of the children between the age of 10-15 years, determine children’s purchase response towards advertising, establish the cost implication of advertising to children between the age of 10-15 years, and recommend the best method of carrying out children advertising in order to maximize profit.

The study adopted the survey research design and randomly enrolled participants in the study. A total of 150 responses were validated from the enrolled participants where all respondent are children aged 10-15 years in the some selected secondary schools in Owerri, Imo State.


5.3 Conclusions

Based on the findings of this study, the researcher made the following conclusion.

  1. There is a significant relationship between aesthetic programming and purchase behavior of children.
  2. Heavy advert budget have an impact on children purchasing behavior.
  3. Multiple placements have any effect on purchasing behavior of children between the ages of 10-15 years in Owerri.
  4. Timing in television advert affect children between the ages of 10-15 years in Owerri.
  5. Colour television advert effect children purchase behavior.

5.4 Recommendation

Based on the responses obtained, the researcher proffers the following recommendations:

  1. It is very important for firms to appreciate the fact that, children of school going age do not have the purchasing power to effect sales. They mostly relied on their parents to buy whatever they desire. Advertisers must therefore integrate their advertising strategies targeted at both parent and children.
  2. Product positioning strategies should be at the heart of management to help drives sales.
  3. Children between the ages of 10 to 15 years are now discerning and not just falling for anything been advertised by businesses. Even though children do not have the purchasing power in terms of cash, they are now concerned about quality of the product been advertised before pestering their parents to buy it for them. Businesses must therefore improve on their product in terms of quality and feature and not just relied on popular celebrities or other deceitful adverts in order to influence buying decision.
  4. The children should be curbed on the length of their television watching ad media stations should always protect the television rights of these children and restrict themselves on the transmission of some of these television advertisements.

Impact Of Television Advertising On Purchase Behaviour Of Children Between The Ages Of 10-15 Years


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