ABSTRACT
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
Certification iii
Dedication iv
Acknowledgments v
Abstract vi
Table of Contents vii
Chapter One: Introduction 1
1.1
Background
to the Study 1
1.2
Statement
of the Problem 3
1.3
Research
Questions 3
1.4
Research
Hypotheses 4
1.5
Purpose
of the Study 5
1.6
Scope
of the Study 5
1.7
Significance
of the Study 5
1.8
Limitations
of the Study 5
1.9
Operational
Definition of Terms 6
Chapter Two: Literature Review 9
2.1
Introduction
9
2.2
Meaning
of Advertising 10
2.3
Relevant
Theories 12
2.4
Features
of Advertising 15
2.5
Merits
and Demerits of Advertising 16
2.6
Criticisms
of Advertising 18
2.7
Differences
between Marketing and Advertising 21
2.8
Importance
of Advertising 22
2.9
Advertising
Message 24
2.10
Advertising
Budget 28
2.11
Requirement
when setting up Advertising Budget 29
2.12
Creative
Tactics for Television Advertising 30
2.13
Constraints
and Suggestion for improved Understanding of
Television Advertising 33
2.14
Outdoor
Advertising 35
2.15
Evaluation
of Advertising Effectiveness 36
2.16
Summary
of the Chapter 41
References 42
Chapter Three: Research Methodology 43
3.1
Research
Design 43
3.2
Population
of the Study 43
3.3
Sample/Sampling
Technique 44
3.4
Data
Collection 44
3.5
Validity
of Instrument Used 45
3.6
Method
of Data Analysis 45
Chapter Four: Data Analysis, Interpretation and Discussion 46
4.1
Data
Presentation and Analysis 46
4.2
Hypotheses
Testing 64
4.3
Discussion
of Findings 69
Chapter Five: Summary, Conclusion and Recommendations 71
5.1
Summary
of Findings 71
5.2
Conclusion 72
5.3
Recommendations 72
References 74
Appendix I 75
Appendix II 76
CHAPTER ONE
INTRODUCTION
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.
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.
In 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.
For 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
buyers.
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:
1.
To
what extent does television advertisement affect the buying behaviour of women
in Benin City?
2.
Does
television advertising enhance the increase in the demand for product?
3.
How
does television advertising capture consumers attention?
1.4 Research Hypotheses
Hypothesis One
HI: Television
advertisement has significant relationship with the buying behaviour of women
in Benin City.
Hypothesis Two
HI: There
is a positive relationship between the significant effect on the purchase and
increase in demand for product.
Hypothesis Three
HI: There
is a positive relationship between in capturing of consumer attention and in a
few second.
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.
The research
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
Study
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.
Finally,
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:
1. Financial
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.
2. Time:
The time was short
to settle down and to do a proper and neat work.
3. The
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
Terms
1. Consumers:
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.
2. Consumer
Behaviour: According
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).
3. Advertising:
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).
4. Television
Advertising: Since
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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