ABSTRACT
Advertising is a very powerful mental tool for creating consumers’ awareness about a product and in the process influence their buying behaviour. This study was carried out to empirically ascertain the extent to which advertising has been used as a tool to create customers’ awareness about OMO detergent and how effective it has been used to influence their buying behaviour. Two econometrics models specified for the study were estimated with SPSS statistical technique. The empirical results indicated that there was a positive and significant effect of advertising on consumers’ buying behaviour and there was also a positive and significant impact on unilever profitably. Suggestions made were that unilever Nigeria plc should sustain the current level of advertising on OMO, the company should start advertising OMO through social media in the internet ,there is a need to complement advertisement with direct selling, and there is a need for the company to carry out more research on advertising in order to develop new models of creating product awareness and influence consumers buying behaviour.
TABLE OF CONTENTS
Title page i
Declaration ii
Certification iii
Dedication iv
Acknowledgement v
Table of contents vi
List of tables ix
Abstract
xi
Chapter One: Introduction
1.1 Background of the Study- - - - 1
1.2 Statement of the Study- - - - 2
1.3 Objective of the Study- - - - 3
1.4 Research Questions- - - - - 3
1.5 Research Hypotheses- - - - - 3
1.6 Significance of the Study- - - - 3
1.7 Scope of the Study- - - - - 4
1.8 Definition of Term- - - - - 4
Chapter Two: Review of Related
Literature
2.1 Advertising- - - - - 6
2.2 Emotional Response Advertisement- - - - 8
2.3 Environmental Response- - - - 10
2.4 Advertising and Consumer Behaviour- - - 11
2.5 Consumer buying Behaviour- - - - 12
2.5.1 Buying Motives- - - - 13
2.5.2 Product Motives- - - - 14
2.5.3 Patronage Buying Motives- - - - 14
2.6 Major Factors Influencing Buying Behaviour- - - 15
2.7 The Impact of
Advertising- - - - 17
2.8 Critics/Advocated
Views on Advertising- - - 18
2.8.1 Unethical- - - - - 18
2.8.2 Exaggerated- - - - - 18
2.8.3 Materialistic- - - - - 19
2.9 Types of
Advertising
2.9.1 Product Advertising- - - - 19
2.9.2 Corporate Advertising- - - - 19
2.9.3 Financial Advertising- - - - 20
Chapter
Three: Research Methodology
3.1 Research Study- - - - - 21
3.2 Area
of the Study- - - - 21
3.3 Population of Study- - - - - 21
3.4 Sample Size and Sample Technique- - - - 21
3.5
Instrument of Data Collection- - - 22
3.6 Source of Data- - - - - 23
3.6.1
Primary Data- - - - - 23
3.7 Sample Technique and Procedure- - - - 23
3.8 Data Analysis Technique- - - - 23
3.9 Model Specification- - - - - 24
Chapter
Four: Results and
Discussion
4.0 Introduction- - - - - 25
4.1 Rate
of Return of Questionnaires- - - - 25
4.2 SECTION
A: Demographic Profile of the Respondent- - 25
4.2.1 Gender- - - - - 26
4.2.2 Age- - - - - 26
4.2.3 Marital
Status- - - - - 27
4.2.4 Educational
Attainment- - - - 27
4.2 SECTION
B: Responses to Questionnaire- - - 28
4.2.1 The Effect of Advertising on Profitability- - - 29
4.2.2 The Effect of Consumer Buying Behaviours - - - 29
4.2.3 The Relationship Between
Advertising and
Consumer Buying Behaviour- - - - 29
4.2.4
The Growth of the Company and Advertising- - - 30
4.3 Response
to the Items in the Questionnaires- - - 31
Chapter
Five: Summary, Conclusion And
Recommendation
5.1 Introduction- - - - - 34
5.2 Summary of Major Findings- - - - 34
5.3 Conclusion- - - - - 35
5.4 Recommendations- - - - - 35
References
LIST
OF TABLES
Table
4.1: Gender profile of Respondents
Table
4.2: Age profile of the respondents
Table
4.3: Marital Status Profile of the Respondents
Table
4.4: Educational attainment profile of the respondents
Table 4.6: The effect of advertising on
profitability
Table 4.7: The effect of consumer buying behaviours
Table 4.8 The relationship between advertising and
consumer buying behaviour.
Table 4.9 The growth of the company and advertising.
Table
4.3.1: Effect of advertising on the profitability of firms
Table
4.3.2: Relationship between advertising and consumer buying behavior
CHAPTER ONE
INTRODUCTION
1.1
Background of the study
In today’s era,
advertisement is of great importance. It is the essence of any product or
brand. Advertisement can lead to the epitome of success or to the diminishing
layers of its existence. Advertising, when done in a proper way is sure fire
way to attract a large volume of the target audience in one shot, only those
products or brands becomes popular through effort of those who put a
brave show of their product.
Advertisement can be done through
different media.
Almost every one grows up in the world
which is flooded with the mass media, for example; television, advertising
films, videos, billboards, magazines, movies, music, newspaper and internet
(Latif and Abideen 2011). Of all the marketing weapons, advertising is renowned
for its long lasting impact on viewer’s minds as its exposure is much broader
(Katke 2007). Advertising is a subset of promotion mix which is one of the 4ps
in the marketing mix, that is, product, price, place and promotion.
As a promotional strategy, advertising
serves as a major tool in creating product awareness in the mind of a potential
consumer to take eventual purchase decision.
Advertising through all
mediums influence audience but television is one of the strongest medium of advertising
and due to its mass reach, it can influence not only individuals attitude,
behaviour, lifestyle, exposure and in the long run, even the culture of the
country (Latif and Abideen 2011).
A company cannot make products to be well
known brands until they invest in their promotional activities for which
consumer market has been dominated through advertisement (Hussainy et al 2008).
As a primary mission of advertisers is to reach prospective customers and
influence their awareness, attitude and buying behaviour, they spend a lot of
money to keep individuals interest in their products. They need to understand
what makes potential customers behave the way they would like. It also appears
that advertising may have the potential to contribute to brand choice among customers
(Latif et al 2011).
The major aim of
advertising is to impact on buying behaviour. However, this impact about brand
is changed or strengthened frequently in people’s memories. Memories about the
brand consist of those associations that are related to brand name in customer
mind. These brand cognition influence consideration, evaluation and finally
purchase (Romaniuk and sharp 2003). The principal aim of customer behaviour
analysis is to explain why customers act in a particular way under certain
circumstances. It tries to determine the factors that influence consumer
behaviour especially the economic social and psychological aspect (Ayanwale et
al 2005).
When young people choose advertising information
and characters as their role models, they may not only identify with them but
also intend to copy them in terms of how they dress and what they are going to
buy (Latif et al 2011).
1.2
Statement of the study
Looking at the growing trend
of the detergent market fact portray that competition will continually grow.
Therefore, lever Brother Nigeria plc, the producers of omo detergent need to do
more in order to have an edge over its competitors. This could be achieved through proper product
research, product branding, product packaging, quality assurance, and dynamic
promotional method.
1.3.
Objectives of the Study
The broad objective of the study is to examine the
impact of advertisements on consumer buying behaviour with reference to omo
detergent plc. Enugu
The specific objectives are to;
i. ascertain the impact of various element of an
advertisement on consumers buying behaviour
ii. empirically investigate the impact of
advertisement on consumers buying behaviour.
iii. establish how consumers response to advertised
product as against non advertised product
Iv. identify other factors that influence the buying
behaviour of consumers other than advertisement.
v. examine other forms of advertisement that
influence the buying behaviour of consumers.
1.4 Research Questions
1. What are the impacts of various element of an
advertisement on consumers buying behaviour?
2. How does advertisement impact on consumers buying
behaviour?
3. To what extent does consumers response to
advertised product as against non-advertised product?
4. What are other factors that influence the buying
behaviour of consumers other than advertisement?
5. What are the forms of advertisement that
influence the buying behaviour of consumers?
1.5
Research Hypotheses:
The following hypotheses was stated in null form;
thus,
H01: Internet, Television, radio, internet, bill board,
newspaper.
Papers have no significant impact on consumers
buying behaviour
H02:
Advertisement has no significant impact on consumers
buying behaviour.
1.6
Significance of the Study
This research will help the matter of omo detergent
identify the most influential variable that makes consumers accept this
product.
This study aims at fashioning a suitable marketing
strategy for easy penetration into the market and better definition of the
target market of typical consumers.
The study will also help management to position the
product towards the need and wants of the target consumers. Finally it will also help to properly
allocate the advertising budget on the outcome of the past advertising campaign.
1.7 Scope of the study
The main purpose of this
study is to provide insight of how effective advertisement influences the
consumer buying behaviour.
The scope of this
research encircles various advertising strategies adopted by Omo detergent, the
type of advertising and its impact on consumer buying behaviour, the
effectiveness of advertising on consumer buying behaviour, reactions of
consumers to emotional and environmental response in advertisements. However,
this research does not include or encircle other factors such as; income,
population change, price of other goods and services that could affect consumer
buying behaviour.
1.8
Definition of term
i. Advertising: - Is a form of marketing communication used to
persuade an audience to take or continue to some action, usually with respect
to a commercial offering or political or ideological support.
ii. Buyer behaviour: - Is a management theory component which analyzes
the purchasing habit of individuals or groups, primarily used for marketing
purposes.
iii. Consumer buying behaviour: - Is the sum of a consumer’s attitude,
preference, intentions and decisions regarding the consumer’s behaviour in the
market place when purchasing a product.
iv. Purchasing: - refers to a business or organisation attempting to
acquire goods or service to accomplish the goals of its enterprise.
v. Brand loyalty:-consistent performance and purchase of one
brand in specific product or service category.
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