ABSTRACT
The aim of embarking on this study was to provide a well detailed account on the Influence of Advertisement on Consumer Behavior of Ovaltine beverage using Umuahia Metropolis as the case study. The key theory for this study is cultivation theory propounded by George Gerbner and Larny Cross.The Researcher used survey Research Design in the collection of data, because it is easier to sought peoples’ opinion using Questionnaire. Simple Random Sampling Method was used to get the sample size for this study which is 70.Data gathered from the study were analyzed, tested and interpreted using simple percentage frequency table and t-test analysis. The researcher was able to find out that majority of the respondents preferred television as their source of advertisement to view the Ovaltine beverage advert. The researcher therefore recommends that advertising should be real and interesting so as to call and retain prospective buyers for the advertised product. And also the manufacturer of Ovaltine beverages should try as much as possible to make their advert consistent in order to increase the awareness of consumers and more patronage.
TABLE OF CONTENT
Title Page…………………………………………………………………………...i
Declaration…………………………………………………………………………ii
Certification Page………………………………………………………………… iii
Dedication………………………………………………………………………….iv
Acknowledgement………………………………………………………………… v
Table of Content…………………………………………………………………...vi
Abstract.......……………………………………………………………………... vii
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study……………………………………………………….1
1.2 Statement of the Research Problem…………………………………………….3
1.3 Objectives of the study…………………………………………………………4
1.4 Research Questions……………………………………………………………..4
1.5 Hypotheses………………………………………………………………...........5
1:6 Scope of Study………………………………….................................................5
1:7 Significance of the Study……………………………………………………….5
1.8 Limitation of the Study…………………………………………………………5
1.9 Definitions of Terms……………………………………………………………6
CHAPTER TWO: REVIEW OF THE LITERATURE
2:1 Review of Literature...………………………………………………………….7
2.1.1The Concept of Advertising…………………………………………………...8
2:1:2The Genesis and Growth of Advertising……………………………………..13
2:1:3 Importance of Advertisement………………………………………………...9
2:1:4 Function of Advertising……………………………………………………..10
2:1:5 Advertising in Nigeria………………………………………………………13
2:2 Definition of Consumer Behaviour…………………………………………...26
2:3 Types of Consumer Buying Behaviour……………………………………….27
2:4The Concept of Ovaltine Beverage History…………………………………...28
2:5 Theoretical Frame Work……………………………………………………...28
2:6 Summary of Literature Review……………………………………………….29
CHAPTER THREE: RESEARCH METHODOLOGY
3:1 Research Method……………………………………………………………...30
3:2 Area of Study……………………………………………………………….....30
3:3 Population of the Study……………………………………………………….31
3:4 Sample Technique/ Sample Size……………………………………………...31
3:5 Instrument of Data Collection………………………………………………...31
3:6 Validity of Data Gathering Instrument……………………………………….32
3:7 Method of Data Collection…………………………………………………...32
3:8 Method of Data Analysis……………………………………………………..32
3:9 Model of Specification……………………………………………………….33
CHAPTER FOUR: DISCUSSIONS AND FINDINGS
4.1 Socio Economic Characteristics of the Respondents……………………………..25
4.2 How Long Have You Been Using Ovaltine Beverage……………………………28
4.3 How Long Have You Been Aware of the Ovaltine Beverage Advertisement……29
4.4 Access to Advertising Media……………………………………………………..30
4.5 Advertising Media Preferred……………………………………………………...31
4.6 Advert on Ovaltine Beverage……………………………………………………..31
4.7 Describing Ovaltine Beverage Advert…………………………………………….32
4.8 T-Test on the Influence of Ovaltine Adverts on Consumer Behavior…………….34
4.9 Discussions and Findings………………………………………………………….36
CHAPTER FIVE: SUMMARY, CONCLUSSION AND RECOMMENDATION
5.1 Summary……………………………………………………………………………..39
5.2 Conclusion……………………………………………………………………………40
5.3 Recommendation…………………………………………………………………….40
5.4 Suggestion for further studies………………………………………………………..40
LIST OF TABLES
Table 1 Questionnaire Distributed and Completed……………………………….25
Table 2 Respondents According To Gender………………………………………26
Table 3 Respondents According To Occupation………………………………….26
Table 4 Respondents According To Educational Qualification…………………..27
Table 5 Respondents According To Marital Status……………………………….28
Table 6 How Long Have You Been Using Ovaltine?.............................................28
Table 7 How Long Have You Been Aware of the Ovaltine Beverage Advertisement..29
Table 8 What Advertising Media Do You Have Access To?..................................30
Table 9 What Advertising Media Do You Prefer?...................................................31
Table 10 Which Advertising Media Do You Notice the Ovaltine Beverage Advert…31
Table 11 How Would You Describe Ovaltine Beverage Advert?...............................32
Table 12 T-Test………………………………………………………………………34
CHAPTER ONE
INTRODUCTION
1.1 Backgrounds of the Study
All over the world people and companies utilize advertising to promote their business and in the process, they encounter competition in local, regional and international market. Business men are aided by the sales producing force of advertising. Advertising sells more than product. It sets image, value, goods and concepts of who we are and who we should be. It shapes our attitudes and our attitudes shape our behavior. Advertising power goes beyond the selling of goods, it promotes a consumer life style a global culture that centers on material things (Ahunaya 2010). A television commercial normally say’s and now a few words from our sponsors’ are companies or individual that pay to have their product advertised, while the ‘few words our sponsor’ sponsors are companies or individual that take pay to have their product to be advertised, while the “few words our sponsor” have become a deluge sponsor still financially support the newspaper and radio. Encyclopedia (195). According to the Encyclopedia, American (204) Advertising began around 3200 BC when the Egyptian stenciled insertion the names of kings on temple being built. Later they wrote run way slave enouncement on Papyrus- sign boards were placed outside doors in Greece and Egypt around 1500 B.C perhaps the most important Event in history of advertising was the printing of the Gutenberg Bible about 1450 to 1455. The first time that western man used the principle of moveable type in about 1477 in London, the first printed advertisement in English announced a prayer book sale the first newspaper advertisement appeared on the back paper of in London newspaper in 1625. The easily town crier was also a medium of advertising”. Advertising has since then been seen to help in economic development in ways of creating jobs sponsoring sports, and the art helps to provide affordable media which encourages competition improves product keep price low and enable people to make informed buying choices (Eluwa, 2005). According to (Blatt, 2009) advertising is the voice of business such that when it is heard, business is said to have been spoken. All over the world today, advertising seems to have been recognized as an important tool, which facilitates the sale of products and strengthens consumer’s preferences. Manufacturers who continuously work for the sale of their product tends to see advertising as an indispensable tool. In Nigeria for instance, advertising has been employed vigorously on non-price completion to promote the image of competing product brands. This largely had to the establishment and growth of many industries of which Ovaltine was not left out. Fortune started to smile to these Ovaltine companies at most Nigerians started consuming Ovaltine and this accounted for the existence of many more of such companies in the country. However, manufacturers cannot win the consumers over successfully, or make them prefer their brand of product if the brand does not live up to the expectation of the products advertisement (Haller, 2005) criticized the power of advertising “claims” in selling a product. He observed that when the product feature seem very small or the claims exaggerated the consumer may change his or her mind not to by that brand anymore he further remarked that a product will only remain the darling of the consumers, if it matches up to the claims in the advertisement and meet the consumers taste, needs and expectation. Other critics of advertisement uphold that adverts hamper consumer choice as large advertiser uses their power to limit the options to a few will advertised brands. However, consumer choice and preferences for brands may be informed by a combination of varied factors including advertising. This study seeks to examine primarily the impact of adverts and other factors such as quality, price, proximity, availability group influence etc. has on consumer purchasing behavior thus the main question is can adverts influences the consumer and make him or her switch from one brand to another.
1.2 Statement of Research Problem
Critics claim that advertising manipulates us into buying things by playing on our emotions and promising greater status social acceptance and sex appeal there is no doubt about the fact that this new and other like it would advertise affect the consumers of Ovaltine beverage. Historically, companies and even professional advert people have questioned or misunderstand the effectiveness of advertising series of market research studies however offered dramatic evidence to the contrary the evidence includes better awareness familiarity and overall impression of products. Advertising as a major means of selling goods, product and services in Nigeria and all over the world is faced with lots of challenges owing to the development of advertising in Nigeria and challenges associated with rending services customers have so many complaints ranging from awareness to feedback.
1.3 Objectives of the Study
The broad objective of the study is to determine the influence of advertisement on consumer behavior
The study had the following objectives
1. Determine the socio economic characteristics of the respondents.
2. Determine the sources of advertisement preferred by the consumer of Ovaltine beverage.
3. Determine the effect of Ovaltine beverage advertisement on consumers that make use of it.
4. Determine the level of satisfaction that consumer derives from Ovaltine beverage.
Finally this study will proffer solution on most effective means of handling advertisement to meet modern day challenges as well as handle some peculiar circumstances.
1.4 Research Questions
1. What is the socio economic characteristics of the respondents
2. What are the sources of advertisement preferred by consumers of Ovaltine beverage?
3. What is the effect of Ovaltine beverage advertisement on the consumers that make use of it?
4. What is the level of satisfaction consumers derives from Ovaltine beverage?
1.5 Research Hypothesis
1. H01: there is no source of advertisement preferred by consumers of Ovaltine beverage.
2. H02: there is no effect of Ovaltine beverage advertisement on consumers that make use of it?
1.6 Scope of Study
This study is focused on the influences of Advertisement on consumers Behavior. It will look at the various ways consumers of Umuahia metropolis of Abia state have responded to the Ovaltine beverage advertisement.
1.7 Significance of the Study
This work though not exhaustive is quiet necessary at a time the media awash with all forms of advertisement to lure consumers. It will educate consumer on the best ways to respond to advertisement while advertisers will learn to understand the need to follow the ethics of the profession by avoiding advertisement that are subversive. Students will also find this work useful as it will expose them to various forms of media advertisements. Above all, this study will serve as an addition to existing literature on the topic it is expected that researches will find some of the recommendation of this work useful in conducting further research.
1.8 Limitations of the study
Attitudes of Respondents: some respondents may find it difficult to give information about them while others may give wrong information about themselves.
Time: the research work is only limited to a semester hence, the problem of time is even more amplified when considered that the researcher had to attend to other aspect of his study order than the research work since both academic studies and research work run concurrently.
Fund: lack of sufficient fund to conduct an extensive study was another handicap. This was part of the reason why I had to limit my work than it was earlier planned, but I relied heavily on the goodwill of my supervisor so as to make this study a success.
1.9 Definitions of Terms
Influence: The capacity to have an effect on the character, development, or behavior of someone or something.
Advertisement: The paid non-personal presentation of goods or services by an identified sponsor.
Consumers: An individual who buys products or services for personal use.
Behavior: The response of an individual or group to product, action, environment, person or stimuli.
Satisfaction: The act of fulfilling a need, desire, or appetite.
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