THE EFFECT OF ELEPHANT TELEVISION ADVERTISEMENT ON THE BUYING HABIT OF CONSUMERS AMONG IMT STUDENTS

PREFACE

There have been several meaningful contribution by researchers on the subject: EFFECT OF ELEPHANT ADVERTISEMENT ON THE BUYING HABIT OF CONSUMER. This project developed after a series of consultation and search to put to rest the doubt in the mind of many as to whether advertising is necessary in marketing stage. It is my belief that despite being the means by which goods and services are being disseminated, marketing also needs external stimulant to enable it perform such roles effectively, thus, the need for advertising in marketing strategy.

The work is structurally stratified into five-unguelled chapters. Chapter one deals with introduction and background of the study. Chapter two deals with the review of Literature, Chapter three deals with research methodology, chapter four deals with data presentation and analysis. Chapter five deals with summary, Recommendation and conclusion.

ABSTRACT

This study is aimed at giving an insight into the effects, if any of the Elephant Television Advertisement on the Buying Habits of consumers among IMT Students.

It is research survey based on a sample size of 200 of the IMT students.

Careful empirical studies have uncovered that advertising actually influences people’s choice and consumption of goods and services as well as their buying habits.

Again, it has been discovered that advertising brings a lot of pleasure, amusement and entertainment and produces changes that ultimately affect the like, dislike, achievements, development of the consumers.

Morse so, this study will guide the producers and advertisers of Elephant to understand the best technique to reach their prospective consumers.

This study tends to show the significance for unique selling appeal and repetition of Elephant television message.

 

 

Chapter one of this study unfolds the definition of advertising and its effects on the buying habits of consumer with relation t4o a particular medium television.

Yet, this study will reveal viewer attitude or acceptance to it. It will also consider Elephant television effectiveness of failure in realizing its set objectives.

Where the aim is not realized, what are the reasons or factors responsible after which findings will be produced to make the study explicit enough for anybody who may wish to study or carry out related work in future.

CHAPTER ONE

INTRODUCTION

• Background of the Study ……………………………        1 – 5
• Statement of the Research Problem …………………        5 – 6
• Objective of the study ……………………………….         6 – 7
• Significance of the study …………………………….         7 – 9
• Research Questions ………………………………….          9 – 10
• Research Hypothesis ………………………………..           10 – 11
• Definition of Terms …………………………………          11 – 13
• Assumptions ………………………………………         13 – 14
• Limitations of the Study ………………………….         14 – 15

Reference …………………………………………               16

 

CHAPTER TWO

• Sources of Literature ……………………………… 17
• The Review ……………………………………….         17 – 25
• Summary of Literature Review ………………….. 26

 

CHAPTER THREE

METHODOLOGY

• Research Methodology……………………………… 27
• Research Design……………………………………. 28
• Research Population………………………………… 29
• Research Sample…………………………………….          29 – 30
• Measuring instrument……………………………….          30 – 31
• Data Collection…………………………………….. 31
• Data Analysis……………………………………….          31 – 32

Reference………………………………………………               33

Questionnaire………………………………………….                34 – 39

 

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

• Data Analysis and Presentation…………………….      40 – 48
• Test of Hypothesis………………………………….      48 – 52
• Discussion on Findings………………………………     53 – 55

 

CHAPTER FIVE

SUMMARY AND RECOMMENDATION FOR FURTHER STUDY

• Summary…………………………………………… 56
• Recommendation for Further Study………………..      57 – 58

 

 

CHAPTER ONE

 

INTRODUCTON

• BACKGROUND OF THE STUDY

Advertising is defined as a non-personal communication of information usually paid for and usually, persuasive in nature, about products, services or ideas by identified sponsor through various media.

It is a marketing tool that serves functions.  It identified product and differentiate them from others.  It communicates information about the products and includes the trial or new products by users and suggested repurchasing by existing uses to increase product use.  It builds brand preference and loyalty etc.

The art of advertising began in the early times when most people could not read and write.  The nature of advertising changed a little from the time of its origin, perhaps as early as 400BC until the invention of the printing press in about 1436.  Since then, it has been significantly altered at least twice.

 

 

Once in response to the industrial revolution, and once with the arrival of affluent society.

The post world war II era has been marked by growth of television adverts, intense marketing competition and increase attempt to differentiate products through strategies or other techniques.  Naturally, advertising is governed by the strategy; the basic message remains the same whether it is in television process, outdoor or radio.  But each different medium calls for different techniques and offers its advantages and opportunities.

With television, you have at your communication both sound and sight with the bonus of movement.  This is what makes television so powerful in one particular area – that of demonstration.

With the coming of commercial television in 1955, we have for the first time in British the ability to go right homes of our consumers and demonstrate our products with all the persuasion of doors to – door salesman.  Television as a medium of communication was however not very popular in Nigerian before the mid 70’s because of its high cost and was thus restricted to the rich.

 

This situation was dramatically charged in the era of oil boom and Udoji award of 1974 and so, the ordinary workers were able to own their television sets.

Today, television as a medium of advertising is now very popular as it now found in every home especially in IMT Students, even in the remotest of the village, so everybody can now boast of being in possession of one information or the other, even somebody that does not have, can easily move over to a friends house to watch.

By this, a manufacturer that advertises his products on the television will be rest assured that the message would get to the target audience.  The effect of televisions advert on the buying habits of consumers is the thrust of this project for common sense indicates that every product has a competing substitute.

The effects of Elephant television adverts on the buying habits of consumers are of paramount importance to their researcher.  Hence, television is an effective way of bringing message to consumers because of the sound together, they tend to see, hear and are convinced, if not wholly but partly towards a particular time.  Thus, in order to formulate a successful advert; the advertiser must understand the complexity of human behaviors and the variety of effects on behaviour.

As advertisers become aware of group behavioral characteristics, they can use those characteristics to define new market and develop advertising campaign for that markets.

Consumer behaviour is affected by both internal individual influence and external environmental influences.  Internal individual influence include the consumer personal needs and motives, the consumer perception of the world, the way consumer learns and the habits the consumer has developed.  External influence the consumer family, social structure and culture.

The way these influencing factors are integrate within the consumer, determine how that consumer behave that is his reaction towards a particular advert.

The keen interest in consumer behaviour today stems from the desire of marketers to find more effective way of communicating with their customers.

Buying habits, on the consumer part, are very addictive and once a person is hooked unto it, it is very difficult for the person to drop the habit.  This is why Elephant television advertisement interests the buyers.  This is because they feel that showing an advert in the television motivates the consumers to start the habit of buying that particular product.

 

• STATEMENT OF THE RESEARCH PROBLEM

There has been controversy for some time about the effectiveness of television as a medium for advertising.  There is the believe that commercials in other communication media like the print, outdoor and radio affect the behaviour of people mote.  In a country like America, where advertising on television attain high heights, there is a belief that most people use the time occupied by commercial break to go to the lavatories or other things, meaning that large number of consumers may not watch television commercials.

Moreover, there is the feeling that because of the abstract communication method sometimes used in television commercials; people find it difficult to understand the message, which they convey.

People in certain cases have already formulated attitudes towards certain adverts that can hardly be changed.  In such cases, the effects of commercials or adverts are almost avoided.

 

• OBJECTIVES OF THE STUDY

The research deals on if Elephant television adverts actually have some effects on the buying habits of consumers and to find out is such aim is being realized through Elephant detergent demonstrated in television advertising.

Now that we are dealing with effects of Elephant television adverts, it is important to narrow it down to viewers of television in IMT students in terms of positive and negative response.

The purpose of this study also is to find out if Elephant television advert aid in gaining initial attentions and promotes product identifications to buy the product or not in the area.

This project is geared towards identifying whether television advert have any effects on buying habits among IMT students.  That it to identify what actually motivates the consumer in making a choice.  It will look into whether some factors like cultural belief, personal opinion and recommendation by others in any way influence the people’s urge in making a choice.

The viewer’s reactions to the television have to be contained as well.  This study will equally assess the level of penetration of Elephant television advertisement on people of different age group, income bracket and sex in IMT student.

 

• SIGNIFICANCE OF THE STUDY

This research is to show the need for unique selling appeal and repetition of television messages.

It will also enable the produces and advertiser of Elephant to understand the best methods to reach their perspective consumers and also know why television advert are quite distinctive from other media of advertisement and why it mostly preferred to other media.

There seems to be serious competition of different product in the market today.  This is as a result of the different means of advertising today; the advertisers are all trying their best to see that their products create much awareness through the best means of advertising.

The consumers on the other hand seem to the confused as to which medium or communication relays the advertisers message properly and which of the media advert have effects on them.

It is therefore necessary to carry out this study to find to find out whether Elephant television advertisement really has effects on the buying habits of consumers, paying particular reference to IMT student dwellers.

In other words, this study will enable the advertisers of Elephant detergent (the product under study) to know the best medium to place their advert.  This study also helps the advertiser to make amendment where necessary.

This study is being carried out in order to show that Elephant television advertisement has more effects on buying habits of consumers.  It goes a long way to show that consumers remember Elephant detergent adverts that are shown on the television than those heard over the radio or read in the dailies or magazines.  The television advert tends to have an effect on the consumers.

This study goes a long way to show that Elephant television advertisement are entertaining and always ready to watch.  It shows that there is a variation in the choice of means of advertising.  People want adverts made with real human beings that are already known, than with simple cartoons.

 

 

• RESEARCH QUESTIONS

In any research, the researcher is always aiming at a particular direction to achieve a purpose.  This is why it is necessary that certain questions should be used in this study, as thing involved revolve around these questions.  The probing questions are:

1. To what extent does Elephant television advert influenced the buying habit of consumers?
2. Does repetition of Elephant television adverts create desire on consumers products purchase?
3. Are consumers more likely to remember products seen in television advertisement than in any other media of advertisement?

Answers got will enable the researchers find out actually whether Elephant television advert do affects consumers in making purchase.

 

• RESEARCH HYPOTHESIS

Hi:  Elephant television adverts have adverse effects on the buying

habits of consumers.

Ho:  Elephant television adverts do not have effects on the buying

habits of consumers.

H2:  Repetition of Elephant adverts on the television does motivate

consumers to action.

Ho:  Repetition of Elephant adverts on television does not motivate

consumers to action.

H3:  Consumers remember quite often Elephant adverts seen on

television than in any other means of advertising.

Ho:  Consumers do not remember Elephant advert seen on television

adverts often.

 

1.7 CONCEPTUAL AND OPERATIONAL DEFINITIONS

In this section, the researchers have decided to explain some certain terms, which the reader might find confusing and easy understanding of the project.

1. ADVERTISING

Conceptual Definition:  It is an act of marketing something deliberately known to the people through any of the channel of mass communication and persuading them for positive action towards that thing.

Operational Definition:  This is the process of making known to the marketing units the unpredictable future.

 

1. BUYING DECISION

Conceptual Definition:  The ability of a consumer to conclude on the purchase of a particular product.

Operational Definition:  An attitude arrived at by the consumer to procure a product or services having made an effective demand.

 

1. INFLUENCE

Conceptual Definition:  Power to affect somebody’s or people’s character belief or action through example or powerful presentation.

Operational Definition:  The use or advertising message to make a potential consumer adopt a particular desirable behavioural habit to a product or service.

INTERNAL INFLUENCE

Conceptional Definition:  There are personal needs and motives of the consumers, his perception, and the habit he has developed that will influence his behaviour.

Operational Definition:  Personal consumer’s motives triggered by his perception the existence of products or services.

EXTERNAL INFLLUENCES

Conceptional Definition:  There are environmental influence on the consumers, such as family, social structure and culture.

 

Operational Definition:  Outside factors of influence that make the consumer of a particular product to behave in a particular way e.g. family orientation.

 

• ASSUMPTIONS

Everybody who produces a product or service has to advocate it through advertising and as he does thus, it enables them to show the strengths and good points of the products or services.  From this statement, it is an understood fact that we are in the era of the belief that a nice product or service that have not reached the consumers is unreduced no matter their quality or superiority.

The success of modern advertising is solely dependent on the efficient and effective use and operation of the advertising media.  Basically, the modern advertising is mainly all about the medium.  It gets hold of the target audience, the advertising message must be placed in a communication conveyor e.g. radio, magazines, newspapers etc.

The television medium has always been in the fore from of business promotion and development in both developed and developed countries like Nigerian.

Television is considered today the medium that has sharp and quick effect on the audience.  Thus, it is said to have magic bullet or hypodermic needle with its glamour.

 

1.9  LIMITATIONS OF THE STUDY

Like most human endeavours, this study is not devoid of limitations.  Its result can therefore not be very conclusive.  The mere fact that this is the researcher’s first attempt at some scientific study is in itself or limiting factor.  There was also limitation of finance.  The larger the sample, the more efficient will be the result we would get.  But due to lack of funs which was not available to these researchers, made the sample size to be limited to 200.

Another factor was scarcity of material for more in-depth finding.  There was the absence of any previous research in this area of study.  More so, the ones treated have no relations to the IMT student dwellers and more detailed work would have been done on this study, but this was not possible because of the limited time factor the researchers has to carry out the study thoroughly, and this may also have been responsible of any minor flaws obtained in the study.  The researchers therefore, recommend that a more detailed work be done on this study to achieve a better result.

REFERENCE

Krugman Kerbert E.     “The Impact of Television Advertising

Learning without Involvement”,

Public Opinion Quarterly, Vol.29, 1965.

Nichol David                “Advertising” Man Donald and Evans,

London 1974.

Schram Wilbur               “The Effects of Mass Communication” The

Role of Advertising, Edited by Sand age and

Vernon Fry burger, Richard Irwin Inc.

Homewood Illinois 1960.

Starch D.                         “Do Advert Readers Buy the Products?

Haverol Business Review, May-June 1969.

Jefkens Franks              “The Ten Classes of Advertising Made

Simple.  W.H. Allen and Company Ltd.

London 1973.

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