Solomon Chapter One-1
Solomon Chapter One-1
Solomon Chapter One-1
1.0 INTRODUCTION
awareness, attitudes and buying behaviour. They spend a lot of money to keep
what makes potential customers behave the way they do. The advertisers goals is to
get enough relevant market data to develop accurate profiles of buyers-to-find the
common group (and symbols) for communications this involves the study of
consumers behaviour: the mental and emotional processes and the physical activities
of people who purchase and use goods and services to satisfy particular needs and
wants. The essence of being in business by any business outfits is to produce for sales
and profits. In order to remain in business an organization must generate enough sales
from its products to cover operating costs and post reasonable profits. For many
arrived at while production units will in turn affect material purchases. However,
taking decision on sales is the most difficult tasks facing many business executives.
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1.1 BACKGROUND OF THE STUDY
In June 1836, French newspaper La Presse was the first to include paid advertising in
its pages, allowing it to lower its price, extend its readership and increase its
profitability and the formula was soon copied by all titles. Around 1840, Volney B.
Palmer established the roots of the modern day advertising agency in Philadelphia. In
1842 Palmer bought large amounts of space in various newspapers at a discounted rate
then resold the space at higher rates to advertisers. The actual ad - the copy, layout,
and artwork - was still prepared by the company wishing to advertise; in effect,
Palmer was a space broker. The situation changed in the late 19th century when the
advertising agency of N.W. Ayer & Son was founded. Ayer and Son offered to plan,
create, and execute complete advertising campaigns for its customers. By 1900 the
advertising agency had become the focal point of creative planning, and advertising
was firmly established as a profession. Around the same time, in France, Charles-
Louis Havas extended the services of his news agency, Havas to include
agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was
the first full-service agency to assume responsibility for advertising content. N.W.
Advertisement for a live radio broadcast, sponsored by a milk company and published
in the Los Angeles Times on May 6, 1930. At the turn of the century, there were few
career choices for women in business; however, advertising was one of the few. Since
women were responsible for most of the purchasing done in their household,
advertisers and agencies recognized the value of women's insight during the creative
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process. In fact, the first American advertising to use a sexual sell was created by a
woman – for a soap product. Although tame by today's standards, the advertisement
featured a couple with the message "The skin you love to touch".
In the early 1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios to
their own radio stations, and included: schools, clubs and civic groups. When the
practice of sponsoring programs was popularised, each individual radio program was
usually sponsored by a single business in exchange for a brief mention of the business'
name at the beginning and end of the sponsored shows. However, radio station owners
soon realised they could earn more money by selling sponsorship rights in small time
The role of advertising in determining consumer behaviour and brand preference has
been undermined by many firms in Nigeria over the years. Some firms spend huge
amounts of money advertising their products and still claim about indifference in their
initiative reaction: how can advertisers claim that advertising does not increase
volume of consumers, as well as sales volume. Adverts may not necessarily bring
about huge volume of sales in the short-run, but will certainly increase sales and
3
profits in the long run if done properly. Even if some marketers believe that accurate
knowledge about consumers, how they buy, why they buy, and where they buy- is
money in return for products that they do not want. However, models about
advertising as a strong force have survived despite various empirical studies showing
preference.
In-order to achieve the objectives of this study, the following research questions were
used:
buying behaviour?
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1.5 RESEARCH HYPOTHESIS
1. Ho: Advertisement does not influence consumers’ behavior and preference for a
brand.
advertisement.
advertisement.
The study will help firms understand the importance of advertising. It will also enable
them structure their adverts and brands to make them more appealing in order to
improve sales and lead to better performance. As this study gives a clear insight into
how advertisement can influence consumer behaviour, many firms will be encouraged
into using adverts to market their products. When firms start making more sales and
income from tax will be accrued to the government of Nigeria. The findings and
recommendations of this study will go a long way in helping firms to adopt good
advertising strategies, and appealing brand designs to help get more consumers for
The study is limited to the influence of advertising on brand awareness and consumer
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1.8 LIMITATION OF THE STUDY
The only limitation faced by the researcher in the course of carrying out this study was
the delay in getting data from the various respondents. Most respondents were
reluctant in filling questionnaires administered to them due to their busy schedules and
nature of their classes. The researcher found it difficult to collect responses from the
various respondents, and this almost hampered the success of this study.
Media: The main ways that large number of people generates information or get
entertained.
Product: Anything that can be offered to the market for attention, acquisition, and
Services: Any act of performance that can be offered to another that is essentially
Consumer Behaviour: The behaviour at which the consumer will display if searching
for purchasing.
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CHAPTER TWO
LITERATURE REVIEW
2.0 INTRODUCTION
The chapter also gives a resume of the history and present status of the problem
2.1 ADVERTISING
Clow et al. (2007) viewed advertising from its functional perspectives, hence they
firms, non-profit organization, and individuals who are in someway identified in the
audience. They are of the opinion that advertising is used to establish a basic
awareness of the product or service in the mind of the potential customer and to build
Kotler (1998) sees advertising as one of the four major tools companies use to direct
persuasive communications to target buyers and public noting that “it consists of non-
buyers’ responses to the organization and its offering, emphasizing that “it seeks to do
scope,
Etzel et al. (2004) succinctly capture all advertising as having four features:(i) A
verbal and or visual message(ii) A sponsor who is identified(iii) Delivery through one
or more media(iv) Payment by the sponsor to the media carrying the message.
Summarizing the above, they conclude that “advertising then consist of all the
to the proportion of consumers who know of the brand. Brand awareness means the
company says hi and you know where it is from, it is also the extent to which a brand
advertising at the beginning of any product's life cycle in target markets, and has
service. A brand will typically also have a logo or design, or several, associated with
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it. Business ball is a brand. So is Cadbury (a company brand, although now a division
of a bigger one), and so is Milky Way (a Cadbury product brand). So is Google (so
big a brand and a part of life it's become a verb, 'to Google').
propose that the effectiveness of advertising is dependent on the main practices being
carried out including more exposure towards the brand or repetitive advertising. In
other words, most theories suggest that if you want a consumer to like a product or a
advertising such that there are certain feelings and expectations attached towards the
rand itself. Advertising theories also make use of content specification, Specific
clear steps of how advertising works. Hierarchy of effects model can be explained
with the help of a pyramid. First the lower level objectives such as awareness,
Subsequent objectives may focus on moving prospects to higher levels in the pyramid
to elicit desired behavioural response such as association feelings with the brand, trial,
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or regular use etc. it is easier to accomplish advertising objectives located at the base
of the pyramid than those ones towards the top. The percentage of prospective
customer will decline as they move up the pyramid towards more action oriented
objectives, such as regular brand use. The following stages are usually followed in the
Awareness: If most of the target audience is unaware of the object, the communicator
task is to build awareness, perhaps just name recognition with simple messages
repeating the product name. Consumers must become aware of the brand. This is not
as straight as it seems. Capturing someone’s attention does not mean they will notice
the brand name. Thus the brand name needs to be made focal to get consumers to
become aware.
Knowledge: The target audience might have product awareness but do not know
much more; hence this stage involves creating brand knowledge. This is where
Linking: If target members know the product, how do they feel about it? If the
audience looks unfavourably towards the product, the communicator has to find out
alone cannot do the job. For product problem, it is necessary to first fix the problem
Preference: The target audience might like the product but not prefer it to others. In
this case, the communicator must try to build consumer preference by promoting
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quality, value, performance and other features. The communicator can check the
campaigns success by measuring audience preference before and after the campaign.
Conviction: The target audience might prefer a particular product but not develop a
conviction at buying it. The communicator’s job is to build conviction among the
target audience.
Purchase: Finally, some members of the target audience might have conviction but
not quite around to make the purchase. They may wait for more information or plan to
act later. They communicator must lead these consumers to take the final step, perhaps
by offering the product at a low price, offering a premium, or letting consumers try the
product.
This approach suggests that an advertisement should contain a message or means that
lead the consumer to a desired end state. People buy features that bring them benefits
that get them closer to valued end states. Underlying values are the motivating factors
connect a benefit to values like security, achievement, belonging, fun, enjoyment etc.
According to Robbs (2008), advertising can be divided into two broad categories—
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public. This article focuses on consumer advertising, the form of advertising that is
Consumer advertising can be further divided into national advertising and local
is aimed at informing people in a particular area where they can purchase a product or
service. Advertising to the public may also take the form of institutional advertising,
designed solely to build prestige and public respect. For nonprofit institutions, such
blood donations or cash contributions for the work of an organization like the Red
Cross. A for-profit business has other reasons for improving its reputation rather than
trying to sell a particular product. In some cases a large company may sell a diversity
of products. As a result, there is more value and greater efficiency in building a brand
image for the company itself. If consumers learn to have a high regard for the
company, then they are more likely to have a favourable opinion of all of the
Many advertisers prefer a strategy known as image advertising. These advertisers seek
to give a product a personality that is unique, appealing, and appropriate so that the
consumer will want to choose it over similar products that might fulfil the same need.
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The personality is created partly by the product's design and packaging but, more
importantly, by the words and pictures the advertisements associate with the product.
This personality is known as a brand image. Advertisers believe brand image often
leads consumers to select one brand over another or instead of a less expensive
detergents, jeans, hamburgers, and soft drinks, because within these product categories
known as public service advertising, it may try to discourage young people from using
illicit drugs or tobacco, or it may encourage people to adopt safer, healthier lifestyles.
which manufacturers offer credits to their retail customers for advertising. The credits,
or advertising allowances, are based on the amount of product the retailer purchases.
In addition, some manufacturers will match the amount that the retailer spends,
sharing the cost of the ad. In the United States antitrust laws enforced by the Federal
Trade Commission (FTC) ensure that these ad allowances are offered on equal and
proportionate terms so that large retailers are not unduly favoured over small retailers.
According to Robbs (2008), most economists believe that advertising has a positive
role to play in boosting the economy because it stimulates demand for products and
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services, strengthening the economy by promoting the sale of goods and services.
Manufacturers know that advertising can help sell a new product quickly, enabling
them to recoup the costs of developing new products. By stimulating the development
that increased competition leads to lower prices, thereby benefiting consumers and the
purchasing goods, advertising enables manufacturers and others to sell their products
individual units at lower costs and therefore, sell them at a lower price. Advertising
Other economists, however, believe that advertising is wasteful. They argue that the
cost of advertising adds to the cost of goods and that most advertising simply
encourages consumers to buy one brand rather than another. According to this view,
advertising simply moves sales from one company to another, rather than increasing
sustain mass communications media and making them relatively inexpensive, if not
free, to the public. Newspapers, magazines, radio, and broadcast television all receive
their primary income from advertising. Without advertising, many of these forms of
mass communication might not exist to the extent that they do today, or they might be
control through subsidies. In-depth news programs, a diversity of magazines, and free
major economic role, it may exercise undue influence on the news media and thereby
curtail the free flow of information in a free society. Reporters and editors, for
example, may be hesitant to develop a news story that criticizes a major advertiser. As
a result, society might not be alerted to harmful or potentially harmful conduct by the
advertiser. Most members of the news media deny that pressure from an advertiser
prevents them from pursuing news stories involving that advertiser, but some
members of the media acknowledge that they might not be inclined to investigate an
Websites, the internet, email, cd-rom's, DVD’s: Online and electronic media are fast
becoming the most flexible and dynamic advertising methods of all. As people's use
of the internet increases, so does the internet's potency as a vehicle for advertising and
marketing too. Electronic and online advertising media can be expensive and
challenging to originate and implement initially, but unit costs tend to be low
devices (PDA's - Personal Digital Assistants), the opportunity and necessity to make
Press and public relations (PR): The press release is the most under-rated form of
advertising. Why? Because it's free, and moreover press editorial is perceived by the
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audience to be true, whereas advertising of all almost all other types is seen as 'oh no
another advert' and therefore implies uncertainty or scepticism. Getting your editorial
printed for free is easier than you may think, and guidelines for using PR follow in
more detail below. TV and radio news publicity works in much the same way,
although more difficult to secure and control. Surveys and questionnaires provide
perhaps the best opportunity for achieving valuable and effective publicity. See the
excellent way to educate the market and promote your company and proposition. This
method works especially well in the business-to-business market, and where educating
architects and specifies. It is possible to have certain types of seminars accredited for
cost-effective method for generating sales enquiries, selling products and services and
agency, and to that ensure your aims, outline script, and communications process for
enquiry generation follow-up, are all clearly established and understood, by the
agency and your own staff. A good CRM computer system to manage lists, data,
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any reasonable scale, and good telemarketing agencies will already be using such
expensive, and generally lower performing method. All significant publications will
be pleased to provide you with their 'Media Pack', which gives full details of all the
types of display advertising available, for how much, together with lots of information
about their readership profile and circulation. If you are trying to generate a direct
response from display advertising you may need to feature a coupon of some kind.
awareness, attitudes and buying behaviour. They spend a lot of money to keep
what makes potential customers behave the way they do. The advertisers
goals is to get enough relevant market data to develop accurate profiles of buyers-to-
find the common group (and symbols) for communications this involves the study of
consumers behaviour: the mental and emotional processes and the physical activities
17
of people who purchase and use goods and services to satisfy particular needs and
Proctor et al. (1982) noted that the principal aim of consumer behaviour analysis is to
explain why consumers act in particular ways under certain circumstances. It tries to
determine the factors that influence consumer behaviour, especially the economic,
social and psychological aspects which can indicate the most favoured marketing mix
that management should select. Consumer behaviour analysis helps to determine the
direction that consumer behaviour is likely to make and to give preferred trends in
marketing sequence, a variable that cannot be controlled and that will interpret the
product or service not only in terms of the physical characteristics, but in the context
of this image according to the social and psychological makeup of that individual
Economic theory has sought to establish relationships between selling prices, sales
applied to analyse profit and losses. Management ratios, net profit before tax, liquidity
and solvency ratios can all be investigated. Under the situations the importance of the
consumer’s motivations, perceptions, attitudes and beliefs are largely ignored. The
consumer is assumed to be “rational” that is, to react in the direction that would be
that consumer behaviours do not fall neatly into these expected patterns. It is for this
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reason that consumer behaviour analysis is conducted as yet another tool to assess the
drinks in the country has led to the cut-throat competition for increased market share
being witnessed currently among the operations in the food drink industry. (Davis,
2004)
positive relevant sense. Ideally your customers should associate your brand(s) with
your business, your quality, and perhaps some other aspects of your trading
Choose your brand names carefully. Product and business brand names carry
meanings. Meanings can be different among different types of people. If possible test
possible brand names with target customers to see what the market thinks, rather than
relying only on your gut instinct on your friends' opinions. If your business is serious
and certainly if it is international - you must seek advice about the international
meaning of branding words and the rights and protections implications of those words.
As a general rule, but not a consistent point of law, you are usually much safer in
terms of avoiding risk of breaching someone else's rights to a brand name if you use a
generic (properly descriptive) word or phrase to brand your business or product, than
if you use a made-up name, or any word which does not properly describe your
business or product.
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For example - if you open a pet shop in Newtown and you call it (give it the brand
name of) 'Newtown Pet Shop' then probably this will not breach any existing protected
rights belonging to someone else in the pet business. If instead you want to call
(brand) your pet shop 'Petz' or 'Furry Friends' then there is a strong likelihood that
someone else might already have protected such a brand name, which could give
problems for you in the future, especially if your business becomes big and successful,
It takes many years to build trust and reputation in branded names (of businesses,
services, and products) so making frequent changes to business names and brand
names is not a good idea, and in some cases even making a single change can produce
and organization name changing below. If you must change a brand name, and there
are times when this is necessary, you should plan (unless there are strong reasons for
ceasing the previous brand) a transition which customers and the wider market-place
understand. An obvious solution is to phase the change by merging the old and new
brand names. The UK Nationwide Building Society is a good example of this when it
joined with the Anglia Building Society. For several years the new company was then
branded the Nationwide Anglia, only dropping the Anglia when the market fully
recognised the change. Commonly executives and agency folk managing a new brand
name project tend to overlook the sensitivities of customers who know and trust the
old brand, and this is especially risky to customer loyalty and business continuity
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According to Villarejo-Ramos et al (2005), firms must be bewarring of creative
agencies giving them advice that's more in their interests than yours and your
customers. Brands and advertising are primarily communications with customers; they
are not works of art or the personal statement of a designer. The creative aspect of a
brand (particularly design or logo) must be of good quality, but the creative element is
not an end in itself. Often the best solution is the simplest one, because customers
understand it. Always ask yourself - "Will people understand this (brand or brand
According to Allenby (2000), the following are the features and objectives of
advertising:
By looking into the meaning and definition of advertising we can sum up the
direct contact with the customers. It is directed to the prospective buyers in general.
magazines, radio, television, etc. He has to pay certain amount for using some space
any particular product, service or even an idea. It makes people aware about the
Sponsor is always identified –The identity of the manufacturer, the trader or the
through use of certain media. It is not necessary that there will be just one medium.
purposes beneficial for the sponsor or advertiser. The various objectives of advertising
are:
To educate
To increase sales
To assist salesman
Most of the academic and industry research on advertising in digital environments has
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focused on measuring changes in brand awareness, brand attitudes, and purchase
purchase behavior). This is usually done via field surveys or laboratory experiments
In contrast to studies using experimental data, Sherman and Deighton (2001) describe
the process of serving banner advertisements and collecting response data in detail.
They also report the results of an experiment carried out by a web advertising agency
and an on-line merchant that showed that targeting advertising to specific customers
and websites increases response rates and drives down the average cost-per-action
(due to confidentiality restrictions, they report only broad, aggregate level findings).
The studies conducted by Deighton and Raj in 1999, have proven with empirical
repeat purchases using individual level data is by Deighton et al. (1999). This study
derives a model that is based on theoretical findings in the literature and estimates it
on single source data from the ketchup, liquid detergent and powder detergent
markets. Using results from prior studies, the study predicts that advertising will have
product usage experience. However, the study finds that advertising influences brand
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choice but has no effect on repeat purchases (for individual brands). The authors
postulate that this unexpected result may be due to the nature of the product categories
advertising on repeat purchases have found little or no effect (Deighton et. al. 1999).
Banner advertising research on the other hand has largely been limited to their
According to Vakratsas and Ambler (2001), they we addressed this gap by modelling
data that reflects the purchase behaviour of repeat customers as a function of banner
advertising exposure.
Findings from industry research by Tran and Song (2001) show that advertising has
attitudinal effects on consumers. These findings are generally consistent with the
attitudinal effects of banner advertising, some few studies they conducted also
provided some informal evidence of behavioural effects as well. In their paper, they
used a formal model to investigate these behavioural effects for repeat customers.
behaviour These studies typically use activity data from web log files and/or surveys
and therefore do not capture the effects of marketing instruments such as advertising
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on sales. Two studies investigate different aspects of within-site activity. Chatterjee et
advertisements. They find that the probability of clicking through on a given visit is
instantaneous consumer response. They also find that the propensity to click follows a
Bucklinand Sismeiro (2001) examine web site “stickiness” using page choice and visit
duration (given page choice) using a joint probity-hazard model. They find evidence
of stickiness i.e., as consumers look at more pages on the web site, they spend more
time on each page. They also find some evidence of “learning” behaviour whence
consumers choose fewer pages on repeat visits but spend the same amount of time per
page. Importantly, they find that browsing behaviour varies across consumers.
In their paper ‘the influence of media advertising’ they provide empirical evidence
that challenges the assumption that media advertising has a direct affect on consumer
utility for established brands. They present results from an analysis of two scanner
panel datasets, laundry detergent and instant coffee, where results indicate that
not the marginal utility of offerings. That is, once the effects of advertising on
consideration set formation are accounted for, the added effects on utility are
negligible. Our results are consistent with experimental evidence demonstrating the
information used to screen choices for consideration becomes less important than
Although, Chakravarti et al study results are not in agreement with past empirical
Srinivasan (1999), for example, find media advertising affects both brand
consideration and choice, and as mentioned above past research has focused on
finding direct effects. They believe there are two reasons for the difference between
their results and past empirical studies that assume no influence of advertising on
consumer behaviour. First, their analysis allows for heterogeneous consumer response
to advertising and consideration set formation. Most prior studies have not allowed for
the presence of heterogeneous consideration sets with marketplace data. Second, their
contrast to models that introduce a separate probability for consideration set inclusion.
They believe the presence of a hard constraint is more consistent with the concept of a
consideration set where alternatives are either considered or not, leading to a more
sharply defined model likelihood. The value of hard constraints has previously been
demonstrated by Gilbride and Allenby (2004). They found out that a hard-constraint
model provides a better fit to the data. Consumer exposure to media advertising is
decays through time. Brands enter the household consideration set if advertising stock
is greater than a threshold value. The decay rate and threshold value are parameters
that are estimated heterogeneously. Their consideration set model is shown to fit the
data better than models that directly associate advertising exposures to a brand's
marginal utility, and indirectly through the variance of random utility error. They also
26
provide evidence that our model outperforms earlier models of brand consideration
is that just one (periodic) exposure is sufficient for consideration set inclusion by
raising the advertising stock over the threshold level. They also showed that the
advertising leads to losses that are larger than the gains of increased advertising.
Bhatnagar and Ghose (2002) use survey data to investigate duration and frequency of
search on the Internet. They model duration and frequency using a joint discrete
hazard-ordered probity formulation. They find that consumers search for longer
information from vendors. Consumers spend. There are very few studies that have
more details on the few other studies that have investigated this question directly or
indirectly, we refer the reader to the Deighton et al. (1999) paper mentioned above.
The maximum time searching for information from vendors is usually followed by
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CHAPTER THREE
RESEARCH METHODOLOGY
3.0 INTRODUCTION
This chapter covers the description and discussion on the various techniques and
procedures used in the study to collect and analyze the data as it is deemed
appropriate.
Research Design
According to Asika (2009), research designs are often referred to as the structuring of
this study, questionnaire serves as useful guide to the effort of generating data for this
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3.2 AREA OF THE STUDY
The study will be conducted in Ibadan, Oyo state. Ibadan is the state capital of Oyo
State in south-western Nigeria, is a trade centre and a major transportation hub for the
surrounding agricultural areas with its rail and road junction. The population of Ibadan
was at about 1,760,084 as of the 2006 Nigerian census. The slogan of Ibadan is The
The population of study consists of the people in The Polytechnic, Ibadan Oyo State.
Random sampling technique was used in selecting 200 consumers of Coca-Cola, and
Pepsi consumers from the entire population. This was chosen due to the financial
These are the tools or methods used in getting data from respondents. In this study,
questionnaires and interview are research instruments used. Questionnaire is the main
research instrument used for the study to gather necessary data from the sample
respondents. The questionnaire is structured type and provides answers to the research
This instrument is divided and limited into two sections; Section A and B. Section A
deals with the personal data of the respondents while Section B contains research
statement postulated in line with the research question and hypothesis in chapter one.
29
Options or alternatives are provided for each respondent to pick or tick one of the
options.
means the extent to which the research instrument measures what it is supposed to
measure. In order to determine the reliability and validity of the study, the test-retest
method was used. To have a valid instrument, the questions in the questionnaire will
be free from ambiguity (i.e the questions will not be too complex). To have reliable
Having gathered the data through the administration of questionnaire, the collected
data will be coded, tabulated, and analyzed according to the research question and
hypothesis.
In order to analyze the data collected effectively and efficiently for easy management
and accuracy, the simple percentage method was the analytical tools used for this
research project and a sample size of two hundred (200) will be represented by 100%
Also, Chi-square statistical analytical method will be used in the research work chi-
the relationship between two variables should be. It is used in drawing and reaching
30
respondents, testing the degree of freedom and carrying out a decision in determining
X2 = (F0-FE)2
FE
E = Expected Frequency
The X2 value obtained from the formular is compared with the value of tabulated X 2
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CHAPTER FOUR
4.0 INTRODUCTION
This chapter covers data analysis, interpretation and the mode of presentation to
preference in The Polytechnic, Ibadan. The various sections below therefore show the
analysis and discussion of data collected from various respondents in The Polytechnic,
The aim of the researcher was to examine the influence of advertising on consumer
behaviour, identify factors that encourage brand loyalty amongst beverage consumers
in The Polytechnic, Ibadan, and also suggest some applicable solutions to solve
products.
Below are the objectives and the analysis of some of the questions used to address
these objectives.
Frequency Percent %
1-20 Years 7 14.0
21- 40 Years 22 44.0
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41- 60 Years 21 42.0
Total 50 100.0
Source: Field Survey, 2016
Table 1 shows age distribution of respondents used for the study. 7 respondents
representing 14% fall between the ages of 1-20 years, 22 respondents representing
44% fall between 21-40 years, 21 respondents representing 42% fall between 41-60
years.
This shows that majority of the respondents are youths, as majority fall between the
Frequency Percent
Male 37 74.0
Female 13 26.0
Total 50 100.0
Source: Field Survey, 2016
Table 2 clearly shows gender distribution of respondents used for the study. 37
respondents representing 74% of the respondents are male, while the remaining 13
This clearly shows that majority of the respondents used for the study are male
33
Frequency Percent
SSCE 3 6.0
OND 17 34.0
HND 29 58.0
Masters/Ph.D 1 2.0
Total 50 100.0
Source: Field Survey, 2016
Table above shows educational distribution of respondents used for the study. 3
representing 34% are OND holders, 29 respondents representing 58% are HND
This clearly shows that majority of respondents used for the study are educated people
who are fit to truly give accurate answers to questionnaires issued to the m as majority
Frequency Percent
Yes 50 100.0
No - -
Total 50 100.0
Source: Field Survey, 2016
commercials and adverts. All 50 respondents representing 100% indicated that they
have access to product commercials and adverts. This clearly shows that all
respondents used for the study are qualified as they will have a fair knowledge of
Table 5 responses on whether the respondents used for the study are active beverage
consumers. All respondents representing 100% indicated that have are active beverage
consumers. This clearly shows that all respondents used for the study are active
beverage consumers.
Frequency Percent
Daily 26 52.0
Weekly 9 18.0
Monthly 14 28.0
Annually 1 2.0
Total 50 100.0
used for the study. 26 respondents representing 52% indicated ‘daily’. 9 respondents
This shows that majority of the respondents consume beverage products daily, while a
35
Frequency Percent
Yes 50 100.0
No - -
Total 50 100.0
Source: Field Survey, 2016
100% indicated that they are influenced to buy. This clearly shows that consumers are
usually at one phase or the other influenced to purchase daily goods and service they
consume.
Frequency Percent
Price 21 42.0
Adverts 12 24.0
Availability 5 10.0
Service 12 24.0
Total 50 100.0
Source: Field Survey, 2016
respondents representing 42% indicated that price is a major factor that influence their
sample indicated that availability of the product is what influences their buying
behavior, while the remaining 12 respondents representing 24% indicated that Good
36
This clearly shows that price is a major factor that influences buying behavior of
consumers. Other factors like advertisements and customer service also greatly
Frequency Percent
Strongly Agree 25 50.0
Agree 12 24.0
Neutral 2 4.0
Dis-Agree 6 12.0
Strongly Dis-agree 5 10.0
Total 50 100.0
Source: Field Survey, 2016
respondents representing 50% strongly agree that advertisement affect their preference
preferences of consumers.
This clearly shows that advertisement affects consumer buying preferences for a brand
Frequency Percent
Yes 50 100.0
No - -
37
Frequency Percent
Total 50 100.0
Source: Field Survey, 2016
Table 10 shows how advertisement has educated people more about the features and
Table 11 Through which media have you gotten to know about your present
brand?
Frequency Percent
Radio 3 6.0
Television 31 62.0
Friends&Fam
11 22.0
ily
Internet 2 4.0
Bill Boards 3 6.0
Total 50 100.0
Source: Field Survey, 2016
Table 11 shows various means in which respondents have gotten to know about a
This clearly shows that television is a major channel through which majority of the
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Table 12 In your opinion do media channels affect effectiveness of adverts for a
product?
Frequency Percent
Strongly Agree 28 56.0
Agree 21 42.0
Neutral 1 2.0
Total 50 100.0
Source: Field Survey, 2016
This clearly shows that media channels affect the effectiveness of advertisements as
Frequency Percent
Radio 5 10.0
Television 10 20.0
Face to Face Interactions 26 52.0
Internet 9 18.0
Total 50 100.0
Source: Field Survey, 2016
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Table 13 high various media outlets most effective for advertising. 5 respondents
This clearly shows that the most effective channel for advertising a brand is face-to-
face interactions with the customers. This channel is most effective because it gives
the marketer the opportunity to receive feedback from customers all well as establish
Frequency Percent
Yes 47 94.0
No 3 6.0
50 100.0
Source: Field Survey, 2016
Nigerian celebrities.
Frequency Percent
Missing
3 6.0
System
Mentor 21 42.0
Friend 11 22.0
idol 15 30.0
Total 50 100.0
Source: Field Survey, 2016
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Table 15 shows how respondents relate their favourite celebrities. 3 respondents
representing 6% did not respond as the question does not apply to them, 21
representing 22% see the celebrities as their friend, while the remaining 15
Frequency Percent
Missing 3 6.0
Yes 47 94.0
Total 50 100.0
Source: Field Survey, 2016
Table 16 shows that all 47 respondents have seen their favourite celebrities in various
Frequency Percent
Strongly Agree 29 62.0
Agree 18 38.0
disagree - -
Strongly disagree - -
Total 47 100.0
Source: Field Survey, 2016
they agree.
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This clearly shows that celebrity endorsements affect brand preference as majority of
Frequency Percent
Yes 47 94.0
No 3 6.0
Total 50 100.0
Source: Field Survey, 2016
indicated that they are loyal to their brand, while the remaining 3 respondents
Table 19 If 'Yes' are there factors responsible for this decision to stick with a
particular brand?
Frequency Percent
Missing 3 6.0
Yes 47 94.0
No - -
Total 50 100.0
Source: Field Survey, 2016
Table 19 shows that some factors are responsible for brand loyalty among consumers.
respondents representing 94% indicated that certain factors make them loyal to their
brands.
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Frequency Percent
Stability of Price 12 24.0
Availability of Product 14 28.0
Goodwill 7 14.0
Good Customer Service 5 10.0
Quality 7 14.0
Quantity 5 10.0
Total 50 100.0
Source: Field Survey, 2016
Table 20 shows various factors that encourage brand loyalty among respondents used
quantity.
Frequency Percent
Strongly Agree 8 16.0
Agree 7 14.0
Neutral 12 24.0
Dis-Agree 11 22.0
Strongly Disagree 12 24.0
Total 50 100.0
Source: Field Survey, 2016
43
dis-agreed, while the remaining 12 respondents representing 24% strongly dis-agreed
to this assertion.
Having given a careful analysis of the responses, the hypothesis earlier formulated in
chapter one of this study are approached by the use of chi-square at 0.05 (5%) level of
significance.
HYPOTHESIS ONE
brand preference.
preference.
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DECISION
Since the test statistics X2C=33.4 is greater than the actual value X2T = 9.49,
the null hypothesis (H0) is rejected and the alternative hypothesis (H 1) is accepted
which states that there is significant impact between advertisement and consumer
HYPOTHESIS TWO
effectiveness of advertisement.
effectiveness of advertisement.
DECISION
Since the test statistics X2C=72.6 is greater than the actual value X2T = 9.49,
the null hypothesis (H0) is rejected and the alternative hypothesis (H 1) is accepted
which states that there is significant relationship between media channel and
effectiveness of advertisement.
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CHAPTER FIVE
5.0 INTRODUCTION
In chapter one to four, the researcher tried to show the impact of advertisement on
However, in chapter five, the researcher gives a summary of the previous chapters that
are contained in the project, also recommendation and conclusion would be given.
5.1 SUMMARY
awareness, attitude and buying behavior. They spend a lot of money to keep
what makes potential customers behave the way they do. The advertisers goals is to
get enough relevant market data to develop accurate profiles of buyers to find the
common group (and symbols) for communications this involves the study of
consumer behavior.
In the cause of this study, the following positive aspect of advertising in relation to
features
5.2 CONCLUSION
From the research findings, it would be concluded that advertising has a remarkable
influence on consumer behaviour. Due to the outcome at the research work, the
advertising is the best tool for promotion because it always contains all the
buying behaviour.
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4. Other factors like price, quality, peer and non-availability of close substitute
also play their part but not as that of advertising in inducing consumer.
that advertising forms mentioned above are the best in terms of presentation.
5.3 RECOMMENDATION
Based on the finding of the study and conclusions are drawn. The researcher
will result in a more effective and efficient use of advertising to the advantage
of consumers and products. It will also serve as a strategy for creating brand
1. The company should continue advertising their products since it was found
out that advertising increase sales revenue. This is not to say that the
company should embark on the promotion. They also have positive impact on
2. Since the majority of the respondents are of the opinion that television is the
company’s product.
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3. Management must ensure that price chance on their products must be
reasonable. The goods must be of a good quality. These are necessary factors,
the product. This is because they have assess to radio only, which denied
them the clear nature of the product hence making them to use personal
6. Advertisers should ensure that the right media is used for the product or
product.
49
REFERENCES
50
Sherman, L. and J. Deighton (2001), “Banner advertising: Measuring effectiveness
and optimizing placement,” Journal of Interactive Marketing, 15(2), 60-64.
Tran, K. T. L. (2001), “A dictionary of on-line-marketing jargon,” Wall Street
Journal, April 23, 2001.
Vakratsas, D. and T. Ambler (1999), “How advertising works: What do we really
know,” Journal of Marketing, 63(1), 26-43.
51
QUESTIONNAIRE
Dear Respondent,
SECTION A
Instruction: Please tick () against your chosen options from the multiple choice
questions.
1. Gender: Male Female
2. MARITAL STATUS: SINGLE MARRIED
3. AGE: Below 20 years 21 – 30 31 – 40 above 50
4. QUALIFICATION: WAEC OND/NCE BSC/HND
Professional
52
SECTION B
5. Do you have access to product Commercials/adverts? Yes [ ] No [ ]
6. Are you an active beverage consumer? Yes [ ] No [ ]
7. How Frequent do you purchase beverages? a. Daily [ ] b. Weekly [ ] c. Monthly
[ ] d. Annually [ ]
8. Are you an active beverage consumer? Yes [ ] b. No [ ]
9. How Frequent do you purchase beverages? a. Daily [ ] b. Weekly [ ] c. Monthly
[ ] d. Annually [ ]
10. What usually influence you buying behavior? a. Price [ ] b. Adverts [ ] c.
Availability [ ] d. Customer Service [ ]
11. Does advertisement educate you more about a product, hence determining your
preference for a brand? Strongly Agree [ ] b. Agree [ ] c. Neutral [ ] d. Dis-agree
[ ] e. Strongly Dis-agree [ ]
12. Have advertisements educated you more about a product? a. Yes [ ] b.
No [ ]
13. Through which media have you gotten to know about your present brand? a.
Television [ ] b. Friends and Family [ ] c. Radio [ ] d. Internet [ ]
e. Bill Boards [ ]
14. In your opinion do media channels affect effectiveness of adverts for a
product? a. Strongly Agree [ ] b. Agree [ ] c. Neutral [ ] d. Dis-agree [ ] e.
Strongly Dis-agree [ ]
15. Which Media channel is most effective for influencing consumer preference for
a product? a. Television [ ] b. Freinds and Family [ ] c. Radio [ ] d. Internet [ ]
e. Bill Boards [ ]
16. Do you have a favourite Nigerian Celebrity you like? a. Yes [ ]b. No [ ]
17. Does your favourite celebrity appear in your usual adverts? a. Yes [ ] b.
No [ ]
18. Does his/her appearance affect your preference for a product? a. Yes [ ] b.
No [ ]
19. Do you stick with a particular brand? a. Yes [ ] b. No [ ]
20. If 'Yes' are there factors responsible for this decision to stick with a particular
brand? Yes [ ] b. No [ ]
21. Do advertisements make you stick to a particular product? Yes [ ] b. No [ ]
53