ABSTRACT
This research work was undertaken to assess the effects of advertising on changing consumer behavior. One of the specific objectives among others was to analyze the effect of advertising on consumer choice. The study adopted the survey research design using questionnaire in eliciting information from the respondents. The data was analyzed using the correlation coefficient statistical and the simple percentage model. Upon the analysis of data, the following conclusions were drawn to answer the research question. On the basis of the above findings, it was regardless of what services or product a firm offers to building and sustaining competitive advantage which should be a vital part of the firms competitive strategy.
TABLE OF CONTENT
Title page. i
Certification. ii
Approval. iii
Dedication. iv
Acknowledgement. v
Table of contents. vi
List of table
List of figures.
Abstract..
CHAPTER 1
INTRODUCTION
1.1 Background of the study. 1
1.2 Statement of the problem. 3
1.3 Objective of the study. 4
1.4 Research questions. 4
1.5 Hypothesis. 5
1.6 Significant of the study. 5
1.7 Scope of the study. 5
1.8 Limitations of the Study 6
1.9 Definition of Terms: 6
CHAPTER 2
LITERATURE REVIEW
2.1 Overview of advertising 7
2.2 Objectives of advertising 11
2.3 Types of advertising. 14
2.4 Evaluation of advertising effectiveness. 17
2.5 Overview of consumer behavior. 19
2.6 The role of consumer behavior. 21
2.7 Effect of advertising on the behavior of first bank customers. 27
CHAPTER 3
MATERIALS AND METHODS.
3.1Inroduction 31
3.2 Research design 31
3.3 Area of the study 31
3.4 Population for the study 32
3.5 Sources of Data and method of Collection 32
3.6 Validity of Instrument 32
3.7 Reliability of Instruments 33
3.8 Sample Procedure and Sample Size 33
3.9 Instrument for Data Collection and Method of Investigation 34
3.10 Method of Data Analysis 34
CHAPTER 4
4.1 Data Presentation 35
CHAPTER 5
SUMMARY, CONCLUSION, AND RECOMMENDATION.
5.1 Summary 46
5.2 Conclusion 47
5.3 Recommendation 47
References 48
Appendix A 51
LIST OF TABLES
4.1 Distribution of Respondents Based on Gender. 36
4.2 Distribution of Respondents According to Age. 37
4.3 Distribution of Respondents Based on Qualifications of Respondents. 38
4.4 Distribution of Respondents Based on Occupation. 39
4.5 Distribution of Respondents Based on Marital Status. 40
4.6 Distribution of the Effect of Advertising on Customers Choice of Respondents. 41
4.7 Distribution of Consumers Brand Switching Behaviour. 42
4.8 Distribution of Assessment of Promotional Tool. 43
4.9 Distribution of Cultural Effect on Advertisement 44
4.10 Correlation Matrix 45
CHAPTER ONE
INTRODUCTION
1.1 Background of Study
Advertising is a big component in the market economy; it plays a significant role in marketing to either use a particular brand or to increase their consumption of that brand (Adu, 2003).
Advertising is at the front of delivering the proper message to customers and prospective customers. The purpose of advertising is to convince customers that a companys service or products are the best, enhance the image of the company, point out and create a need for products or services, demonstrate new users for established products, announce new products and programs, reinforce the sales peoples individual messages, draw customers to the business and to hold existing customers (Edeoga and Ani, 2002).
Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsor through various media.
According to Kamen, (2000), “Advertising consists of all activities involves in presenting to a group, a non-Personal, oral or visual, openly sponsored message regarding disseminating through one or more media and is paid for by an identified sponsor.
Advertising and promotion offer a news function to consumers. Viewers of ads learn about new products and services available to them, much like they learn about events in the news. This information functions has a neutral role, it provides facts without approval or disapproval from consumers. Customer’s behaviour at this stage encompasses expressions of curiosity.
Consumers have a rational response to advertising when they look at the features of a product or services. This response focuses on a logical listing of all the functional aspects of the offering. This is an intellectual response, rather than an emotional one.
Repeated advertising messages affect consumer behaviour.This repetition serves as a reminder to the consumer.Consumer behaviour splits between loyalty and alienation depending on how well the product lives up to its advertised benefits (Offionodon, 2000).
When consumers weigh benefits, they become emotionally involved with advertising and promotion.Consumers identify ways the product or services can make them happier, improve their lives or give them pleasure.
Here are things to be considered for effective advertisement;
I Know target audience
ii Response sought
iii Choosing the message
iv Selecting the media
The overall advertising goal is to help build customer relationships by communicating customer’s value through these possible advertising objectives (Ebube, Johnson and Chima 2000).
a. Information Advertising: This involves communicating customer’s value, building a broad and company image, telling the people about a new product.
b. Persuasive Advertising: It is building brand preferences, encouraging switching to your brand, persuasion changing consumer behaviour of product value, persuasive customer to tell others the brand.
c.Reminder Advertising: Keeping it in their minds during off seasons reminding the customers that the product may be needed in the nearest future and maintain customers relationship.
1.2 Statement of Problem
Performance is the key word in banking, bank staff especially the cashier and Clarks serve as the image maker of the banks; they are not living up to their expectations. Moreover, most Nigerian banks have failed to give an appropriate space and implementation of advertising in their day to day business affairs. Also, the Nigerian banks have neglected the interest of their customers above anything. And many banks seem not to understand what advertising is all about and its positive influence on their profitability objectives.
Most banks lack good banking strategies in attracting the interest of their customers and in satisfying or rendering services that have the power to retain the customers. Bank staff management lack good relationship with their customers
1.3 Research Objectives
The general objective of this research is to evaluate the effects of advertising on changing consumer behaviour, while the specific objectives were to:
I Measure the effect of advertisement on brand switching
ii Measure the relationship between advertisement and brand loyalty
iii Analyse the effect of advertising on consumer choice
I.4 Research Questions
i. Does advertising have any significant effect on brandswitching?
ii. Is there any positive relationship between advertisement and brand loyalty?
iii. Does advertising have significant effect on consumer choice?
1.5 Research Hypothesis
H01: There is no significant positive relationship between advertisement and brand switching.
Ho2: There is no positive and significant relationship between advert and brand loyalty.
H03: There is no significant relationship between advert and consumer choice
1.6 Significance of the Study
The significance of the study cannot be over emphasized.This study shows the benefits companies stand to gain on conducting effective advertising, it unveils some unique features of advertising, its forms and roles to firms, the study is of a great benefit to first bank plc, hence it helps in evaluating the company’s advertising budget and its effect in the bank. More so the study is of a benefit to its researchers and also the readers, it will provide an in depth knowledge for a better understanding in consumer behaviour.
1.7 Scope of the Study
This research study covers only the evaluating advertising as determinant of consumer behaviour (study of first bank Nigeria plc.). The bank used in this study is known as the bank with the best advertising strategy over the years that attracts and informs consumer properly about services firms. In fact also they specialize in rendering services like insurance services, saving of money, given out loan and keeping of valuable items.
1.8 Limitations of the Study
Some difficulties were encountered in carrying out the study which are as follows:
1. Finance was a great constraint in carrying out this research.
2. Unfriendly attitudes of respondents: it was huge displeasing that some respondents find it difficult to disclose their relationship with the bank.
3. Work Load: The researcher found it so difficult to cope with the lectures assignment and going to the bank for data collection with the questionnaires
4. Inconsistency: Some of the respondents made mistakes on the answers to the questions.
1.9 Definition of Terms:
A. Advertising:React of practice of calling public alteration to ones product, service needs etc.
B. Effectiveness:The degree to which something is successful in producing a desired result success.
C. Unveil: To show or reveal something to alters for the first time.
D. Disseminating: Spreading something especially information unduly.
E. Consumer behaviour:It is the study of how individuals, customers, groups or organisation, select, buy, use and dispose ideas to satisfy their needs and wants.
F. Evaluation: The making of judgement about the number or value of something.
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