THE EFFECTS OF TELEVISIONS ADVERTISEMENTS ON THE BUYING HABIT OF CONSUMERS (PEAK MILK ADVERT IN PERSPECTIVE)
A CASE STUDY OF ENUGU URBAN DWELLERS
ABSTRACT
This study is aimed at given insight into the effects, if any of the Television Advertisement on the buying habits of consumers. It is a research survey based on a sample size of 300 of the Enugu Urban Dwellers. Careful empirical studies have uncovered or shown that advertising actually influencies people’s choice and consumption of some goods and services as well as their buying habits, especially peak milk in cans and sachets.
Furthermore, it has found out that advertising brings a lot of pleasure amusement, education and entertainment and produces changes that ultimately effect. The like dislikes, achievement development of the consumers.
Moreover, this study will guide the producers ad advertisers of products to understand the best techniques to reach their prospective consumers. It shows the significance for unique selling appeal and repetition of Television messages.
The chapter one of this study unfolds on the buying habits of consumers with relation to a particular medium (Television) This study will reveal illewers attitude or acceptance to it. It will also consider Television effectiveness or failure in realizing its set objectives.
Where the aim is not realized, what are the reasons or factors responsible after which findings will be produced to make the study more explicit enough for anybody who may wish to study or carryout related work in future.
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
CHAPTER TWO
CHAPTER THREE
3.0 METHODOLOGY
CHAPTER FOUR
4.0 DATA ANALYSIS
CHAPTER FIVE
5.0 SUMMARY AND RECOMMENDATIONS FOR FURTHER STUDY
LETTER TO RESPONDENTS
QUESTIONNAIRE
REFERENCES
BIBLIOGRAPHY
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Advertising is defined as a non-personal communication of information usually paid for and it is usually persuasive in nature about products, services or ideas by identified sponsors through various media.
Advertising is a marketing tool that serves several functions. It identifies products and differentiate them from others. It also communicate information about the products, and induces the trial of new products by new users and suggest repurchasing by existing users, to increase product use it also build brand preference and loyalty
According to Ustery, the art of advertising began in the early times when most people could not read and write, the nature of advertising changes from time to time since its origination, perhaps as early as 400B.C, Until the invention of the printing press in about 1436. since then its role has been significantly altered at least twice. Once in response to the industrial Revolution, and once with the arrival of affluent society.
The past World War II era has been marked by growth of television adverts, intense marketing competition and increased attempt to differentiate products through strategies or other techniques. Naturally advertising is governed by the strategy; the basic message remains the same whether it is in television process, posters, a Radio. But each different medium calls for differing technique and offers its advantages and opportunities.
With television, you have at your communication both sound and sight (visual) with bonus of movement. This is what makes television so powerful in one particular area that of demonstration.
With the coming of commercial television in 1955, we have for the first time in Britain the ability to go right into homes of consumers and demonstrate our product with all the persuasion of door-to-door salesmen
Television as a medium of communication was however not very popular in Nigeria before the mid 70s because of its high cost and was thus restricted to the rich.
The above situation was changed in the era of oil boom and Udoji, awards of 1974 and so, the poor were able to own a television set at a disposable price.
Today, television as a medium of advertising is now very popular, as it is now found in almost every home, even in a remote village, so everybody can now have access to visual communication by watching adverts on television, either in their houses or in their neighbour’s house. This enable the manufacturer that advertises his product to be rest assured that the message will get to the target audience.
The effect of television adverts on the buying habit of consumers, especially peak milk is the thrust of this project for common sense indicates that every product has a competing substitude.
The effect of television adverts on the buying habits of consumers is the paramount importance to this researcher. Hence, television is an effective way of bringing message to consumers because of its characteristic way of combing pictures and sound, they tend to see hear and are considered if not wholly but partly towards a particular advert that is being shown on screen at a particular advert, such that will convince the target audience, the advertiser must understand the complexity of human behaviour and the variety of effects on behaviour. As advertisers become aware of group behavioural characteristics, they can use those characteristic features to defined new markets and develop advertising campaign for those markets.
Consumer’s behaviour is affected by both internal individual influences and external individual. Influences internal, individual influences include the consumer personal needs and motives, the consumer perception of the world, the way consumers learn and habits they have developed. External individual influences include the consumers family, social structure and culture.
The way this influencing factors are integrated within the consumer determines how that consumer will behave ie his reaction towards a particular advert.
In citation of an instance of modern times advertising, it can be said that advert or practice of advert is as old as man. One can assume that first advert on earth surface is between the serpent, Eve and Adam her husband, because Adam and Eve were first victims of the overwhelming power of advertisement in Europe. The oldest method of advertisement used by the early craftsman was town crying and signs
In addition advertising has helped or has been useful to the industries (manufactures) by way of helping them to advertise their product its features and area of location and sales. They build brand preference and loyalty. Television advert has been used to battle against competitors by introducing distinctive contour design e.g peak milk uses some slogan such as milk at its peak, rich and creamy, contains 28 vitamins and mineral and “instant full cream powered milk all these have been used to promoted sales of peak milk and which has made people to prefer peak milk to other brands eg three crown and cowbell.
The new handy- packed sachet peak milk is now in the market selling more than any brand of milk.
In conclusion, advertisement must attract attention, stimulate interest, create desire, inspire conviction and influence action. The copywriter and the visualize work as a team to ensure the realization of these objectives.
1.2 STATEMENT OF THE RESEARCH PROBLEM
There has been controversy for sometime about the effectiveness of television as a medium for advertising. There is this belief that commercials in other communication media like the print and radio will affect the behaviour of people more. In a country like America where advertising on television has attained high heights, there is a belief that most people use the time occupied by commercials breaks to go to the countries or do other things meaning that a large number of consumers may not watch T.V Commercials.
Moreover, there is this feeling that because of the abstract communication method sometimes used in television commercials, people find it difficult to understand the message which they convey.
People in certain cases have already formulated altitudes towards certain adverts that can hardly be changed. In such cases that effects of commercials on adverts are almost null.
The research deals on the television adverts actual have some effect on the buying habits of consumers, specifically peak milk and to find out if such aim is being realized through product demonstrated in television advertising.
Now that I am dealing with the effects of television adverts. It is pertinent to narrow it down to viewers of television in terms of positive and negative responses.
The purpose of this study is also to find out if television adverts aid in gaining initial advert attention and promotes product identification to buy the product or not (peak milk) This research is also geared towards whether television adverts have any effects on the buying habit. That is to identify what actually motivates the consumers in making a choice.
Example is seen when people prefer peak milk to three crown milk and cowbell milk
This with also look into whether some factors like cultural beliefs, personal opinion an recommendation by others in anyway influence a person’s urge in making a choice.
The viewers (target audience) to the television have to be contained as well. This study will equally assess the level of penetration of television advertising on people of different age group income bracket and sex.
4.1 SIGNIFICANCE OF THE STUDY
This research will shown the need for unique selling appeal and repetition of television messages for a product like peak milk. It will also enable the producers and advertisers of product to understand the best method to reach their prospective consumers and also to know why television advertisement and why it is mostly preferred to the other media.
There is a serious competition of different products in the market today. It is as a result of the different means of adverting result of the different means of advertising in the country. The advertisers trying their best to see that their product creates awareness through the best means of advertising.
The consumer on the other hand seem to be confused as to which medium of communication relays the advertisers message properly and which of the media adverts have effects on them.
This study to know whether television advertisement really has effects on the buying habits of consumers, paying particular reference to Enugu Urban Dwellers.
In other words this study will enable the advertisers of any particular product to know the best the medium to place his advert. The study will also help the advertisers to make amendments where necessary.
This research is being carried out in other to show that the television advertisements has more effects on the buying habits of consumers. It also shows that consumers remember mostly adverts that are shown on the television than those heard over the radio or read in the Duchies or magazines. The television advert tends to have an effects on consumer.
This study shown that television advertisement are informative, educative and entertaining when watched always. It also shows that there is a variation in the choice of means of advertising people want adverts made with real human being that are already known that with simple cartoons
1.5 RESEARCH QUESTION
In any research, the research is always aiming at a particular direction to achieve a purpose. This is why it is necessary that certain questions should be used in this study as other things revolve around the questions.
1. To what extent does television adverts influence the buying habit of consumers on peak milk?
1.6 HYPOTHESIS
HI Television advert s have adverse affect on the buying habits of consumers
Ho Television adverts do not have affects on the buying habits of consumers
H2 Repetition of adverts on television do motivate consumers to action.
H3 Consumers remember quite often products seen on television than in any other means of advertising
Ho: Consumer do not remember product seen in Television Advert often.
1.7 CONCEPTUAL AND OPERATIONAL DEFINITION,
In this section, the researcher has decided to explain some certain terms which the reader might find confusing and also for easy understanding of the project.
ADVERTISING : Act of making something deliberately known to people through any of the channel of mass communication and persuading them for positive action towards that thing.
TELEVISION ADVERTISING:- All marketing communication about product or services channel to the public though the television, usually by an identified sponsor.
BUYING DECISION: The ability of a consumer to conclude on the purchase of a particular product.
INFLUENCE:- Power to affect somebody’s or people’s character belief or action through example or powerful presentation
INTERAL INFLUENCE: These are personal needs and motives of the consumers, his perception, the habits he has developed that influence his behaviour.
EXTERNAL INFLUENCE: These are environmental influence the consumer such as family social structure and culture.
1.8 ASSUMPTIONS
The research study has the resident of Enugu Urban as focus, to find out the extent television adverts have affected the consumers of peak milk on their buying habits.
Enugu Urban is considered appropriate for the fact that it has more television and which will help the researcher in eliciting the desired information. It also has the desired population expected of people and so the researcher are convinced.
1.9 LIMITATIONS
Like most human endeavours, this study is not devoid of limitations. Its result can therefore not be very conclusive. The whole truth is that, this is the researcher’s first attempt of some scientific study is in itself a limiting factor.
Inadequate finance has also posed some limitations to the study. The larger the sample the more efficient will be the result I will get. But due to inadequacy in financial assistance which would have aid the researcher made the sample size to be limited to 300.
Another militating factor was the scarcity of materials for more indepted findings.
There was the absence of any previous research on the approved topic.
A more detailed work would have been done on this study but this was not possible because of the limited time factor the research has to carryout the study thoroughly and this may also have been responsible for any minor flows that occurred in the study. The researcher therefore recommends that more detailed work be done on this study to achieve a better result.
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