THE EFFECT OF TELEVISION ADVERTISEMENT ON THE BUYING HABITS OF CONSUMERS (A CASE STUDY OF BOURNVITA BEVERAGE)
ABSTRACT
This research work, is aimed at giving an insight into the Effect of Television Advertisement on the Buying Habits of Consumers. It deals generally on the concept of Advertising and narrows it down to the roles advertising plays in this beverage, Bournvita.
Careful empirical studies have uncovered that advertising actually influenced people’s choice and consumption of goods and services, as well as their buying habits.
Again, it has been founded that advertising has a lot of pleasure, amusement and entertainment, and produces changes that ultimately affect the likes, dislikes, achievements and development of consumers.
More so, this study will guide the producers, marketers and advertisers of products, especially, Bournvita to understand the best technique to reach their prospective consumers.
This study tends to show the significance for unique selling appeal and repetition of the television messages.
Chapter, unravels the definition of advertising. Objective of the study, research problems, continuing, and explanation is made on the significance of the study, and later one, a hypothesis was stated, tested and analysed.
Chapter two traces down the development of modern advertising. The same chapter continues by completely x-raying the literature works of eminent scholars, their views were used to back up my personal contributions and arguments. The complete meaning of advertising was given, then traced down to the perceptual process of receiving the advertisement messages.
In chapter three, I stated the research designs and methodology, for the research work. the sample size taken was 400 people.
Narrowing it down, chapter four gives the analysis and presentation of data. The three hypothesis were tested.
Finally, chapter five gives a summation of the research findings. Recommendations and conclusion were made. There was also the questionnaire page – getting the views of respondents. Then was the bibliography of the authors, which rounded-off the whole research work.
CHAPTER ONE
- INTRODUCTION
1.1 BACKGROUND OF THE STUDY
- STATEMENT OF THE PROBLEM
- OBJECTIVE OF THE STUDY
- SIGNIFICANCE OF THE STUDY
- RESEARCH QUESTIONS
- RESEARCH HYPOTHESES
- CONCEPTUAL AND OPERATIONAL DEFINITIONS
- ASSUMPTIONS
- LIMITATION OF THE STUDY
CHAPTER TWO
REVIEW OF LITERATURE
- DEVELOPMENT OF MODERN ADVERTISING
2.1 SOURCES OF LITERATURE
- THE REVIEW
- PURPOSE OF ADVERTISING
- THE PERCEPTION OF PROCESS IN ADVERTISING
- PERCEPTION OF ORGANIZATION AND ADVERTISING/MARKETING STRATEGY
- SUMMARY OF LITERATURE REVIEW
REFERENCES
CHAPTER THREE
METHODOLOGY
- RESEARCH METHOD
- RESEARCH DESIGN
- RESEARCH SAMPLE
- MEASURING INSTRUMENT
- DATA COLLECTION
- EXPECTED RESULTS
CHAPTER FOUR
DATA ANALYSIS AND RESULTS
- DATA ANALYSIS
- RESULTS
- DISCUSSIONS
CHAPTER FIVE
SUMMARY AND RECOMMENDATION
- SUMMARY
- RECOMMENDATIONS FOR FURTHER STUDY
BIBLIOGRAPHY
JOURNALS AND MAGAZINES
CHAPTER ONE
INTRODUCTION
- BACKGROUND OF THE STUDY
Advertising according to Mccarthy (1984), is any paid from of non-personal presentation of ideas, goods and services by an identified sponsor”. This is always done through a media. The media includes direct media (catalogues, brochures, etc.), outdoor media (Billboards, Posters, etc.), prints (Newspapers, Magazines, etc.), Electronic media (Radio and Television). Advertising is the most commonly used and the most notices of all the promo-tools. It gets the greatest number of firm’s target audience at the same time.
Again, advertising, is the dissemination of information about a specific goal, service or idea from a sponsor, who must have chosen the best medium he thinks will deliver his message effectively to the target audience.
The origin of advertising would be traced back to the ancient times, about 400BC, when – earliest men did advertise, though, unconsciously. In those medieval times, advertising was crude, when measured by present day standards. However, the reason for the techniques then is the same now. To communicate information and idea to a target audience using persuasive messages about the company’s and its product attributes, in order to change or influence consumers’ attitude.
Before the invention of the printing press by Johannes Couten Berg, in 1438, one of the significant developments of advertising people advertised mainly through the use of town criers and signs, but today, advertising has witnessed a greater change.
The crux of the project or research work, is to explore how advertising cam to be a wonderful institution in our society, and as an influencing factor in the buying behaviour of consumers, with reference to the purchase of beverages .
Thus, even from the start of civilization, man has felt the need to advertise. It has been part of firm’s relationship with the society. There have been development of techniques, but the basic principles have remained primarily the same.
The past World War II era, has been marked by the growth of television advertisement, intense marketing competition and increased attempt to distinguish products by using strategies or other techniques. Advertising like so may other industries has undergone a period of great change, partly due to the rapid developments in business technology because of the growing feeling on its own part. Nowadays, many people own television to keep abreast of every new development, unlike the mid 70s when it was owned by few rich individuals due to its high cost.
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