This study examined the effect of
television advertisement on buying behaviour with regards to household necessity,
a case study of women in Benin City. The broad objective of this study was to
examine the impact of television advertisement. The study also examine some
literature reviews; including the meaning of advertising, relevant concepts,
featuring of advertisement and demerit of advertising and so on. The sources of
data collection used in this research work were a combination source. The
primary source data collection included the administration of questionnaires
and the conduct of television interview. The secondary data was gotten from
textbook and also some hypotheses were tested using chi-square method to
ascertain its validity from the finding, it was discovered that there is a
significant relationship between television advertisement and increase in
advert. It was also concluded that the promotion of television advertisement
will be enhanced as long as well designed advertisement, for prospective women
and the help of television advertisement it will go a long way and patronize
the women in Benin City.
TABLE OF CONTENTS
Cover Page i
Title Page ii
Table of Contents vii
Chapter One: Introduction 1
to the Study 1
of the Problem 3
of the Study 5
of the Study 5
of the Study 5
of the Study 5
Definition of Terms 6
Chapter Two: Literature Review 9
of Advertising 10
of Advertising 15
and Demerits of Advertising 16
of Advertising 18
between Marketing and Advertising 21
of Advertising 22
2.10 Advertising Budget 28
2.11 Requirement when setting up
Advertising Budget 29
2.12 Creative Tactics for Television
2.13 Constraints and Suggestion for
improved Understanding of
Television Advertising 33
2.14 Outdoor Advertising 35
2.15 Evaluation of Advertising
2.16 Summary of the Chapter 41
Chapter Three: Research Methodology 43
of the Study 43
of Instrument Used 45
of Data Analysis 45
Chapter Four: Data Analysis, Interpretation and Discussion 46
Presentation and Analysis 46
of Findings 69
Chapter Five: Summary, Conclusion and Recommendations 71
of Findings 71
Appendix I 75
Appendix II 76
The topic, the effect of
television advertisement on women buying behaviour with regards to household necessity
is an interesting one. The researchers chose this topic in other to find how
advertising influences buying behaviour of the consumers, and also create
awareness of product and services in the mind of the consumer. It will be of
benefit to the women folk and consumers who depend on advertising for
information that will enable them to make considerable choice of product or
services especially when the products are new in the market.
1.1 Background to the Study
The increase of multiple
products as a result of outputs from several manufacturing companies has
intensified competition over the years. Therefore, for the manufacturers to
have their product get to the consumers, there is need to take competitive
strategies like advertising.
as a competitive strategy is aimed at creating awareness of the existence of a
product in the market place quality and its availability when needed, and this
is done through communication media.
product class, product competes with several brands with their advertisement
seeking the attention of the same people in the society in general. For
instance, toilet soap, have brands like lux, joy, imperial leather, hodents,
crest, sensodyne, close-up and hammer toothpaste etc hence there is great need
to study and analyze consumer preferences.
any organization to create and have enough share of the market, there is need
to inform and tell its consumers of the existence of their goods and services.
Therefore, advertisement helps to reach the various potential customers and
produce the needed turnover. Advertising function as a catalyst which influence
quick sale of a product, which in turn encourages them to buy the product. It
helps as a vehicle for the marketing information about goods and services to
consumers. Its function empowered towards achieving a faster turnover by
production of the level or volume for sale needed. It affects on potential
buyers on having the foregoing in mind, it is important to carryout this study
to know the possible effect advertisement has on the buying habits of the
adoption of television advertisement is not because it reaches a great number
of people at a time, particularly in urban and semi-urban areas like Benin
metropolis but the extent of presentations and frequency of viewing gives
message repetition of advertised products. It helps to apply a great effect on
the consumer and thereby change their attitude and pattern of purchase.
1.2 Statement of the Problem
The problem of
competition amongst business organizations is becoming acute especially those
producing similar products. Many organization produce similar products and they
compete with one another for customers. Business organization are in constant
battle to eliminate low demand for products. Many of them engage in all kinds
of trade to increase their share of the market. There is need to inform and
tell its consumers of the existence of their goods and services. Therefore,
advertisement helps to reach the various potential customers.
1.3 Research Questions
The following are the
various questions of the research work:
what extent does television advertisement affect the buying behaviour of women
in Benin City?
television advertising enhance the increase in the demand for product?
does television advertising capture consumers attention?
1.4 Research Hypotheses
advertisement has significant relationship with the buying behaviour of women
in Benin City.
is a positive relationship between the significant effect on the purchase and
increase in demand for product.
is a positive relationship between in capturing of consumer attention and in a
1.5 Purpose of the Study
The major purpose of this
study is to investigate the effects television advertisement have on the buying
behaviour of women in Benin metropolis. Base on this, the researcher is
required to examine the following measures:
1. To know the extent to which television advertisement
affects the buying behaviour of women in Benin City.
2. To examine the extent of purchase in the
increase in demand for products.
3. To evaluate the extent of capturing
consumers attention in a few seconds.
1.6 The Scope of the Study
The study concentrate on
the female folks and it restricts on the women in Benin metropolis alone.
takes on integral look at brand of product or services like toilet soap such as
lux, joy etc. In addition with toothpaste which have brand like close-up,
holding, crest, sensory etc. This type of market will form part of our present
discussion, ways to bring this market closer to the people.
1.7 The Significance of the
This study will be of
importance to manufacturers in product designing and selection of appropriate
channel of distribution. It will help them to know if the advertisement being
produce for them is having any influence on consumer of their product or brand.
marketing students will also find this project work as a reference literature
in carrying out their research.
1.8 Limitations of the Study
It is vital to point the
fact, that the researcher was faced with a lot of constraint among which are:
constraint: In the
search of traveling to another institution and organization from relevant
materials for the research, and also due to cash period given during this
period, a lot of things or constraint was also faced.
The time was short
to settle down and to do a proper and neat work.
attitude of the respondents: The attitude of respondent posed a great problem for the
research they doubted the genuine intention of the information sought some of
my respondents were relevant and to busy on full questionnaire. Secondary
materials needed for this study were not available in the school library and
cyber café for reference purpose when writing and an individual with relevant
material were hard not crack they make you talk and talk, also it was difficult
in collecting the completed questionnaires.
1.9 Operational Definition of
These are those who
purchase goods and services for personal use and not for manufacture or resale.
Consumers are the end user of a product, sometimes could be referred to the
consumer if he or she is the end users.
to Walters and Paul, consumer behaviour is the process whereby, individuals
decides what, when, where, how and from whom to purchase goods and services.
Consumer behaviour is the behaviour that consumers display in searching for
purchasing, using evaluating and disposing of products or services and ideas
which they expect will satisfy their needs (Walters & Paul, 2009).
According to Mann et
al (2009), said the American Marketing Association defined advertising as any
paid form of non-personal presentation and promotion of ideas, goods and
services by an identified sponsored. Advertising on the other hand is a form of
communication intended to persuade an audience (viewers readers, listeners) to
purchase or services (Mann et al, 2009, p. 9).
television is a telecommunication medium for transiting and receiving moving
image that can be multicolored and the most powerful medium of mass
communication seen regularly by most of the people, television advertising can
therefore refers to the use of commercial advertisement as a means of promoting
a company’s products or services through the television.
5. Marketing: According to Kotler,
marketing can be defined as a social process by which individual and group
obtain what they need and service of value to each other. While according to
the American Marketing Association (AMA) board of directors, marketing is the
activity, set of institutions, and process for creating, communicating,
delivering and exchanging offerings, that have value for customers, clients,
partners and society at large. Therefore, marketing simply means communicating
value to a client for satisfaction (Kotler, 2008).
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