Influence Of Gender Stereotyping On Consumers Patronage Of Indomie Noodles Advertising

Project and Seminar Material for Mass Communication

Influence Of Gender Stereotyping On Consumers Patronage Of Indomie Noodles Advertising


Abstract


This study focused on the influence of gender stereotyping on consumers patronage of indomie noodles advertising.

The study is was specifically focused on examining the extent whether Indomie noodles stereotype in its advertisement and other promotional campaigns and ascertaining the extent which gender stereotype in Indomie noodles advertisement influenced the gender patronage of the brand among UNN students.

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 UNN students.


Chapter One


Introduction

1.1 Background to the Study

Advertising is a persuasive non-personal communication about products, services, or ideas usually paid for by identified sponsors through the various mass media. Today, we are exposed to advertisement everywhere, whether in the bus, walking round the street, on the high ways, while travelling, in the newspapers, on the radio, while watching television, on social media, SMS advert and email advert/marketing.

Writing a persuasive, attractive and audience driven advertising copy requires creativity and innovation. In doing that, copy writer employs varieties of tools and techniques that will help in achieving the desired goals through careful selection and positioning of copy elements such as the pictures, colours, fonts among other elements. However, one of the trending visual elements used in today’s advertising copy is the use of gender approach like feminine pictures otherwise called gender appeals especially in promoting fashions and cosmetics products and services (Erin, 2019). Advertising critics have berated excessive use of women or ladies as a persuasive tool because sometimes it amounts to deception, lies and just mere propaganda. Over the past fifteen years in the Nigerian market, Dufil group, producers of Indomie Instant Noodles has had a remarkable impact on the Nigerian culinary landscape. The product which appeals to several demographic groups has grown to become a house hold name across the country. The Dufil Prima in December 2001 is a private limited liability company. The company commenced operations in January2004, manufacturing Instant Noodles under the Indomie brand name at its factory located in Choba , Port Harcourt, River, state. The Dufil family is guided by a clear and simple statement.

They believe in making the well being and satisfaction of the customers, the apex of their every desire. In 1972, indomie was first introduced to the market in Indonesia in 1988, indomie was introduced in Nigeria in 1995.
In order to make some products and services more appealing to men by reinforcing sexist notions, adverts exploit sexuality. Many products are pitched with explicit sexual imagery that borders on pornography. Not only do these ubiquitous images encourage us to think of sex as a commodity, but also they often reinforce stereotypes of women as sex objects and may contribute to violence against women (Mamah, 2009).

It may be argued that, there is nothing wrong with using women in advertising products. But we do worry when that advertisement involves demonstrating her sexuality and using it in such a way as to untangle men, to keep their attention but (Mamah, 2009) opines that ‘people might end up buying sex, instead of the commodity being advertised’.

Nowadays, the impact of women in advertisements has generated a lot of controversy in many parts of the world. Some argue that women are used as followers in the advertisements. They see women as ornaments that are used to beautify the advertisement. They further went to say that women garnish the advertisements and make the adverts appealing to the eyes (Stephen, Adel and Nancy, 2016). Perhaps, this accounts for why must advert agencies see or feel the impact of women in advertisements as a powerful polarized force of feminine attraction over masculine, a phenomenon well cherished for quick awareness of advert and sale of product (Stephen, et. a.l., 2016). Also, product adverts like Dove Fresh Moisturizing Cream, Delta soap, Joy soap and so on, call to mind what effects womanish roles on advertisements can play on the audience.

To Africa and Nigerian especially the northern society, women should remain in their traditional role and remain in their background, unseen and unheard. The African society perceives exposure of women as a most unwelcome thing. In certain parts of African tradition society exposing of a female’s body termed a taboo, just like the Muslim community forbid women from exposing themselves to certain practices which they term evil and ungodly.
Individuals holds numerous beliefs about what constitutes masculinity and feminity, these beliefs shape their perceptions of who is likely to perform certain behaviours and what behaviours are appropriate at work, school and congregations. Such beliefs and perception constitute gender stereotypes, which are the images of males and females. Gender stereotypes, influence people’s expectations and evaluations of what is appropriate for them as well as for others. Stereotypes can limit the types of careers that people select and can facilitate or inhibit the perceptions of an individual’s effectiveness.

Finello (2014) writes that gender stereotypes can limit the development of a human personality and can lead to social inequality. Indeed, the effects of gender stereotypes and gender inequality can easily be observed in all spheres of life. For instance, studies have shown that there are gender differences in communication styles (Katz, 2013).


1.2 Problem Statement

One of the most debating issues in this 21st century is gender equally and the advocacy of this ideology uses all media to change the status quo. Adverts and films are extensively used to promote gender equality and stereotyping because of the way the advertisers depict and portray masculinity and feminity in the society.

Gender portrayals in advertising have been examined extensively in the last five decades and still remain an important topic. Changing role structure in the family and in the labour force including politics and education have brought significant variation in both male and female roles and subsequently how it is reflected in advertising (Stacy & Yorgos (2016)

Erin (2019) find out that gender stereotypes in adverts can contribute to inequality in society, with costs for the society. He adds that some portrayals in advertise can over time play a part in limiting people’s potential. According to data from Kantar (2015) cited in Erin (2019) indicated that two-thirds of women skip ads if they feel they negatively stereotype females. The data also show men are 38% more likely to be featured prominently than women in advertising. And when both genders appear, men feature more frequently than women in a leading role (21% versus 15%).

Though, lots of studies have been conducted on sex appeals in advert, women in advertisement, body teen image in advertising, gender stereotype in film (Doghudje and Elegbe, 2014), Folounso (2016), Heather (2019), Adewoye, Odesanya, Abubakar and Olorode (2014) But little or no study has been specifically conducted on gender stereotyping in advertisement and even where it exists they were not conducted in Nigeria (Ibrahim, 2017) and specifically on Indomie noodles. Using women or female in public particularly in advertisement is against some culture and religion especially among Muslim and such advertisement don’t often do down well with them (Ibrahim, 2017). The study equally observed that men are stereotyped from the beauty world and considered that only women desire to appear good and this is evidence in Indomie noodles. To this end, the study examines the influence of gender stereotyping on consumers patronage of Indomie noodles advertisement especially among the students of University of Nigeria, Nnsuka.


1.3 Research Objectives

The objectives of the study are:

  1. To examine the extent whether Indomie noodles stereotype in its advertisement and other promotional campaigns.
  2. To ascertain the extent which gender stereotype in Indomie noodles advertisement influenced the gender patronage of the brand among UNN students.

1.4 Research Questions

  1. What is the extent which Indomie noodles stereotype in its advertisement and other promotional campaigns?
  2. To what extent has gender stereotype in Indomie noodles advertisement influenced the gender patronage of the brand among UNN students?

1.5 Significance of the Study

The research of this nature has micro and macro beneficiaries especially in this era of rising in gender equality. Different companies will find this research very interesting as it will keep them aware on the level of effect that their activities have on gender and consumers consumptions especially on image body and general appearance of teen and women.

This study will also challenge advertisers to conduct research on the attitude of consumers to gender stereotyping in advert especially in religion and cultural values communities.

The advertisers and advertising agencies will see the need to develop new strategies to convey their advert messages to the target audience without necessarily stereotyping and other forms of bias. Government through its regulating agencies such as APCON, BON, NBC and others should common up with policies and regulations just like they are currently doing in the West and Europe to banish stereotyping adverts because of its inherent implications in the society. It forms part of academic materials that students, lecturers, researchers, company can turn to when looking for material on gender in advert, gender stereotyping and other gender related issues.


1.6 Scope of the Study

The study which investigates the influence of gender stereotyping on consumers patronage of Indomie noodles advertisement shall be narrowed in scope to the undergraduate students of the University of Nigeria Nsukka due to their proximity to the researcher and because the University community has urge numbers of female students who can be the respondents for this study. Another rationale for selecting UNN undergraduate is that it will be difficult to study all consumers of Indomie noodles.


1.7 Limitation of the Study

The researcher encountered problems during the course of carrying out this research; such problems were as a result of selected respondents who refused to accept and participate and also encountered difficulty in acquiring relevant materials and items. The attitude of selected subjects to fill the questionnaire to time so as not to delay the result of the research also posed a problem. However, the researcher appealed to the participants through persuasive means.


1.8 Operational Definition of Terms

Influence:

This refers to the impact or contributions that advert have on consumers’ patronage of Dove Go Fresh Cream among undergraduates of the University of Nigeria Nnsuka.

Gender Stereotyping:

It is the use of a particular gender to convey advert message in order to point that the advert is targeting a specify social category such as using female to point to Indomie noodles.

Consumers Patronage:

This refers to the desire of consumers especially University of Nigeria students to use or introducing the Indomie noodles.

Advertisement:

This is any form of persuasive communication about Indomie noodles purposely to influence and persuading consumers in order to sell or recommend to friends and family.


1.9 Organizations of the Study

The chapter one consist of the introductory part of the study which includes the study background, the statement of the research problem, the study objective and scope of the study.

The second chapter is a critical review of other literatures relevant to the study and its objectives including the theoretical framework for the study. While the third chapter is methods of data collection, sampling and data analysis used in conducting the study. The fourth chapter centres around the research findings including an analysis of how it relates to previous findings. The fifth chapter consists of the summary of findings, conclusion and recommendations base on the study objectives.


Chapter Five


Summary, Conclusions and Recommendations:

5.1 Introduction

This chapter summarizes the findings on the influence of gender stereotyping on consumers patronage of indomie noodles advertising. The chapter consists of summary of the study, conclusions, and recommendations.


5.2 Summary of the Study

In this study, our focus was on the influence of gender stereotyping on consumers patronage of indomie noodles advertising. The study is was specifically focused on examining the extent whether Indomie noodles stereotype in its advertisement and other promotional campaigns and ascertaining the extent which gender stereotype in Indomie noodles advertisement influenced the gender patronage of the brand among UNN students.

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 UNN students.


5.3 Conclusions

With respect to the analysis and the findings of this study, the following conclusions emerged;

In the current state of society where female empowerment, inclusivity messages, and equality are center stage, for the sake of their brand equity, marketers should start asking themselves whether they want to keep the old gender stereotypes or use a fresh perspective and move with the times.


5.4 Recommendation

The study recommends the following:.

  1. The manufacturers should try as much as possible to reduce the price of their product in order to accommodate all their target consumers and not to see advertising as the main reason for price increment.
  2. Advertisings should be real and interesting so as to call and retain prospective buyers for the advertised product.
  3. The manufacturers of Indomie noodles Product should try as much as possible to make their advert consistent in order to increase awareness and more patronage from consumers
  4. The manufacturers should also increase the media for advertising from radio and TV to bill board, posters and pamphlets so that advertising messages will reach many people.
  5. Also Indomie noodles are advised to see that advertisers maintain the principles guiding advertising because consumers through advertisements are deceived into buying the wrong products.
  6. Indomie noodles should also see that defaulters are sanctioned accordingly without fear or favour.

Complete Material For Influence Of Gender Stereotyping On Consumers Patronage Of Indomie Noodles Advertising


Project Material Download

3,000 Naira


The Complete Material will be Sent to You in Just 2 Steps

Quick & Simple…


Step One Purchase

Make a Mobile Transfer or POS Payment of ₦3,000 to any of the Account Below

Access Bank PlcAccount No.: 0811003731
Name: Samphina Academy
Account Type: Current
Zenith BankAccount No.: 1225513212
Name: Samphina Academy
Account Type: Current

Or CLICK HERE To Pay With Debit Card

FOR CLIENTS OUTSIDE NIGERIA
CLICK HERE To Pay With Debit Card ($15)
GHANA – Make Payment of 60 GHS to MTN MoMo, 0553978005, Douglas Osabutey 

Step Two Purchase

Send the Following Details on WhatsApp ( 08143831497) After Payment

  • Payment Details
  • Email Address 
  • Influence Of Gender Stereotyping On Consumers Patronage Of Indomie Noodles Advertising

The Complete Material Will Be Sent To Your Email Address After Receiving Your Details
T & C Apply


  Contact Our Help Desk


⚠️ Need a different topic? Perform a quick search



Get A Complete Business Plan For Any Business In Nigeria

Business Plan for Businesses in Nigeria

  Business Plans in Nigeria


Disclaimer


This research material “Influence Of Gender Stereotyping On Consumers Patronage Of Indomie Noodles Advertising” is for research purposes and should be used as a guide in developing your research project / seminar work. For no reason should you copy word for word (verbatim) as samphina.com.ng will not be liable for any who copied the material.

The aim of providing this material is to reduce the stress of moving from one school library to another all in the name of searching for research materials. This service is legal because, all institutions permit their students to read previous projects, books, articles or papers while developing their own works. According to Austin Kleon “All creative work builds on what came before”.

samphina.com.ng is only providing this material “Influence Of Gender Stereotyping On Consumers Patronage Of Indomie Noodles Advertising” as a reference for your research. The paper should be used as a guide or framework for your own paper. The contents of this paper should be able to help you in generating new ideas and thoughts for your own research. Use it as a guidance purpose only.

Samphina Academy

Samphina Academy is an Online Educational Resource Center that is aimed at providing students with quality information and materials to aid them in succeeding in their academic pursuit.