Abstract
This study aims
at understanding the impact of advertising on the buying habit of rural
dwellers. The study has other objectives such as to know how the people in
rural dwellers particularly Igarra community reach to advertising message and
to determine further the extent to which advertising can influence their buying
habit. Information was
gathered by administering questionnaires and personal interview. The
findings is that Igarra people have long know what advertising is all about and
admit its effect on their buying habit on MacLean. They also asserted that
television medium of advertising is preferable to other media as it display the
messages more clearly and precisely. They are of the view that advertising
message can only impact positively on them if the product in question meet
standard. The researcher concluded that advertising facilitate the allocation
of consumer’s limited means among various choices in the market environment and
that good product make advertisement to succeed easily as inferior product will
make an already successful advertisement fail. The researcher recommended that
greater emphasis should be laid on television medium of advertising as most of
the people cannot afford daily newspapers and magazines. The researcher
therefore suggest for further research on this same topic in local government
of other states, for the fact that the research work was restricted to Igarra
community in Akoko-Edo Local Government Area of Edo state.
TABLE
OF CONTENTS
Title
Page i
Certification
ii
Dedication
iii
Acknowledgement
iv
Abstract
v
Table
of Contents vi
Chapter
One: Introduction 1
1.1
Background to the Study 1
1.2
Statement of the Research Problem 3
1.3
Research Question 4
1.4
Research Hypothesis 4
1.5
Purpose of the Study 5
1.6
Scope of the Study 6
1.7
Significance of the Study 6
1.8
Limitations of the Study 7
1.9
Operational Definition of Terms 8
Chapter
Two: Literature Review 11
2.1
Introduction to the Study 11
2.2
Current Literature Review 11
2.3
Objective of Advertising 17
2.4
Functions of Advertising 20
2.5
Features of Advertising 22
2.6
Types of Advertising 25
2.7
Stages in Developing Advertising
Messages 28
2.8
Advertising Media 30
2.9
Advertising Effectiveness 33
Chapter
Three: Research Methodology 37
3.1
Research Design 37
3.2
Population of the Study 37
3.3
Sample / Sampling Technique 37
3.4
Sources of Data Collection 38
3.5
Validity of Instruments Used 38
3.6
Method of Data Analysis 39
3.7
Cut-Off Point/Decision Rule 40
Chapter
Four: Data Analysis and Interpretation 41
4.1 Data Presentation 41
4.2
Analysis of Questions 41
4.3
Test of Hypothesis 54
Chapter
Five: Summary of Findings, Conclusion and Recommendations 58
5.1
Summary of Findings 58
5.2 Conclusion
60
5.3 Recommendations
62
5.4 Suggestion
for Further Research 63
References 64
Appendix
I 65
Appendix
II 66
CHAPTER ONE
INTRODUCTION
1.1
Background to the Study
Historically, there has been a
gap in information communication between the sellers and the buyers.
This resulted from massive production of different varieties of product by
different producers. In order to publicize such products, advertising becomes
inevitable.
In
a capitalist economy where the buyers’ action determines what the sellers will
sell, advertising is an important vehicle in this regard. On the contrary,
advertising has no usefulness in a market where the decision of what, where,
when and how to price product or services is solely under the control of the
sellers.
Typically,
a market consists of people with various needs. Among these people, some are
sellers (producers) while, some are buyers (market). Each of these groups faces
the problem of obtaining the right information. To solve the problem, the buyer
searches for the sellers and the sellers for the buyers. It is usually most
often the duty of the sellers to make an effort to understand product features
to enable him package and disseminate relevant information to the target
audience.
Advertising
is a promotional activity that forms one of the cardinal elements in the
marketing mix. Hence, for any promotional activity to succeed, advertising
skills have to be employed using words, picture slogans, colour, size movement
etc, to entice the reader, viewer, listener or pass-by to stop, look, listen,
read, take interest in the product by being convinced and in the end take
action.
Promotion
is the ingredient used to inform and persecutes market regarding a company’s
product. Advertising which is the subject matter of this project focuses on
making the product or services flow through the marketing channel to the target
market. In fact, promotion concerns the marketer’s activities in communicating
both with members of the target market and the middlemen to increase the
chances that the planned sequence of sale takes place smoothly and efficiently.
1.2
Statement of Research Problem
Advertising,
one of the promotional elements that could be used by a firm to disseminate
attractive product information, is almost indispensable in this very age, if a
company is to do well in the market.
Gone are the days when the belief that a good product sells itself held water.
The market has become so competitive that the firm has to tell its prospective
customers what it has to offer that is lacking in similar products.
Finally,
some groups of persons think that advertising is only relevant in the cities
and not in the rural areas. Their claim is that those in the rural areas are
largely uneducated and therefore not influenced in any way to buy a particular
product by advertising. Is this really so?
In
an attempt to answer the above question, the researcher embarked on this
research work. Hence, the problem of this work put in question form is “what is
the impact of advertising on the buying habit of rural dwellers?”
1.3
Research Questions
1. How
can advertising influence consumer buying habit?
2. To
what extent does advertising affect the buying habit of Igarra people?
3. Does
exposure to advertising messages influence consumer’s choice of toothpaste?
4. How
does advertisement induce the people of Igarra community to prefer MacLean to other
related products?
5. Does
television (TV) adverts have more influence on Igarra people than radio
adverts?
6.
Is there preference for MacLean
toothpaste in the buying habit of rural dwellers as a result of their exposure
to advertisement?
1.4
Research Hypothesis
Hypothesis
I
HO:
Advertising does not
have any impact on the buying habit of rural dwellers
HI:
Advertising has impact
on the buying habit of rural dwellers.
Hypothesis
II
HO:
There is no preference
on MacLeans over other toothpaste in the buying habit of rural dwellers as a
result of their exposure to advertising.
HI:
There is preference on MacLeans
over other toothpaste in the buying habit of rural dwellers as a result of
their exposure to advertising
1.5
Purpose of the Study
This
study is warranted by the following purpose:
1.
To know whether Igarra people prefer
MacLean to other brand of toothpaste.
2.
To know the extent to which Igarra
people understand advertising messages.
3. To
know the effect of advertising messages on Igarra people.
4. To
know the effect of price change on demand for toothpastes by Igarra people.
5. To
predict future preference for a particular brand of toothpaste by Igarra
people.
6.
To be able to determine the impact of
advertising on the buying habit of Igarra community.
7. To
judge the suitability of a particular advertising media on the people.
1.6
Scope of the Study
The
study is limited to the importance of advertising in Igarra community with
regards to their choice of particular brand of toothpaste. Emphasis will
therefore be laid on advertising strategies, procedure and evaluation in Igarra
community, Akoko-Edo Local Government, Edo State.
1.7
Significance of the Study
The
study will be of benefit to advertising practitioners, who would want an
appraisal of the impact of advertising on rural communities and also to
scholars studying advertising as a course.
The
research will also be beneficial to those who need to be acquainted with the
goals of advertising in rural area (Igarra), especially MacLeans which seems to
have been neglected as a result of new product such as close-up, maxam etc.
The
research will also serve the media advertising agencies that need to know the
evaluation• or the responses of the advertising message on rural dwellers and
how the advertising message will change their buying habit of MacLeans to
either they continue or discontinue.
Finally,
this work especially the recommendations,
will be useful to students and other professional researchers who may wish to
make further studies on this or another related topic.
1.8 Limitations of the Study
During
the research work, the researcher experienced a lot of constraints, among these
are;
1.
Some of the respondents were
hesitating to comply amicable and hence prevent the researcher from obtaining
sufficient information required for the study.
2.
Some of the respondents are
illiterates as a result, unable to answer some basic questions.
3. The
research work was placed during some
environmental disaster in Igarra community and as a
result of the havoc; the researcher did not cover some
major areas.
4. The
researcher was financially handicapped during the
study and such, impede the smoothness of the whole
exercise.
5. It
was not possible for the researcher to cover the entire Igarra community to gather
the needed information for the study because of exorbitant transportation cost.
1.9
Operational Definition of Terms
1.
Advertisement: This
is a powerful
communication
force and a vital
marketing tool that facilitates the
selling of goods, services and ideas through channel of
information and persuasion.
2. Advertising medium: This
consist of any means by
which sales message can be conveyed to potential
buyers.
3.
Advertising Theme: This
is a slogan or praise which
various sellers use to prepare their products so as to
stimulate the buying interest of the consumer. It is a
technical means of promoting products through various media.
4.
Buying Habit: This
is the consumer’s behavior
exhibited during the process of purchasing.
5.
Consumer: This
refers to a person or persons who buy
an advertise products or services for immediate
consumption.
6.
Case Study: This
is a type of social research that
studies a subject matter in its totality, so that results
can be used to generalize other subjects with similar or
related background. The subject can be phenomena
e.g. industries, communities, e.g. Igarra as a case study of rural dwellers in
Akoko Edo Local Government Area of Edo State.
7.
Influence: This
means power to effect character, beliefs or action. Thus, it would be in form
of change or reaction.
8.
Media Planning: This
involves the selection of appropriate media for carrying the advertiser’s
message to target market, deciding what to buy and how much to spend in each
medium and scheduling when the advertising is to run.
9.
Packaging: This
includes the activities of designing and producing the container or wrapper for
a product.
10.
Precaution: This
is the process whereby an attempt is made to induce changes in attitudes and
behaviour through involvement of a person cognitive and effective process.
11.
Promotion: This is also referred
to as commercial messages. It is an element of the marketing mix. It is one of
the variables under the control of the firm as it can influence the degree of
buyers’ responses
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