CONSUMER SENTIMENT AND ATTITUDE TOWARDS ADVERTISING
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CONSUMER SENTIMENT AND ATTITUDE TOWARDS ADVERTISING
ABSTRACT
Research on customer mood and attitude indicates that there is ambiguity regarding the presence of a favourable or negative attitude towards ads. The study investigates the relationship between general attitudes towards advertising and attitudes against advertising in specific media, including television, radio, and print.
The researcher chose study participants from the city branch of Union Bank. The survey included 395 respondents from a population of 33,877. The questionnaires were provided directly to the participants and analysed using descriptive and inferential statistics (correlation and regression).
The current study looks into the interaction between personal belief aspects such as ‘product information’, ‘Falsity’, ‘hedonic/pleasure’, and a specific attitude towards advertisements. It also attempted to investigate the relationship between the macro belief aspects, which include ‘good for the economy’,’social image’, materialism, and general attitude towards advertising.
The study also analysed customers’ general perceptions of Union Bank advertising. The study’s findings show that the personal belief dimensions “product information, hedonic/pleasure, and falsity” are positively related to specific Union bank TV,
radio, and print advertisements, while the three macro belief dimensions “good for economy, materialism, and social image” are positively related to the general attitude towards Union bank advertising.
TV and radio advertisements are the most effective forms of informational advertising, thus the study helps Union Bank enhance its advertising quality, which leads to a more positive customer attitude towards both advertising and services.
Chapter One: Introduction
The researchers evaluated attitudes towards advertising from a variety of angles. Attitude towards advertising is an essential notion since it is one of the factors that impact how a consumer responds to specific commercials.
Bauer and Greyser (1968) show that overall attitudes towards advertising are impacted by views about advertising in general. As a result, it is proposed that there is a link between consumers’ overall attitudes towards advertising and the reasons why specific ads are perceived as informative, entertaining, bothersome, or offensive.
There is a lot of study on public views towards advertising, driven by a variety of variables. Public opinion studies have focused on advertising’s visible and ubiquitous role in everyday life, while marketers are worried that public views towards advertising may impact opinions of the necessity for government regulation (Pollay and Mittal, 1993).
Bauer and Greyser’s (1968) famous research of American attitudes towards advertising discovered that these broad opinions were associated with respondents’ ratings of specific ads as instructive, pleasurable, bothersome, or offensive.
Attitude, as one of the internal environmental influences, can influence a person’s decision to buy the product. Consumer attitude is a constant response or assessment offered by consumers, whether favourable or unfavourable, positive or negative,
like it or not, agree or disagree with an object. Attitudes play an important part in marketing decisions, and there is a strong propensity to believe that these attitudes are the most potent predictors of future behaviour, allowing organisations to predict product demand and build appropriate marketing programmes.
The belief and evaluation of the product attributes can influence one’s attitude towards them. Furthermore, there are other factors that influence his interest in purchasing a product, namely external factors,
which are reflected in the individual influence of others on the behaviour of the decisions made, such as family members, other people, peers, and vendors (Ramdhan et al, 2012).
Advertising and promotion are an essential component of our social and economic systems. Advertising has evolved into an essential communication tool for both consumers and corporations. Popular advertising strategies capture the attention of people and can help a business generate revenue.
Advertising’s nature and aim vary depending on the industry and/or situation. The goals of an organization’s advertising activities frequently change, as does advertising’s role and function within the marketing programme.
One advertiser may want to elicit an immediate response or action from the customer, whilst another may want to create awareness or a positive image for its product or service over time (Peter and Olson, 2010).
1.1 Statement of the Problem
Creating efficient communication with consumers is the most critical component of service marketing. To date, there is a lack of understanding of the importance of excellent communication with consumers in attracting and retaining prospective and current customers.
Advertising has the potential to inform the masses, both current and prospective customers, about a company’s goods and services, compelling them to visit the company’s manufacturing and/or distribution centres for more information and to make purchasing decisions (Leiss et al. 1986).
Many customers appreciate advertisements and find them entertaining, motivating, hilarious, and educational. But which aspects of different advertising media best predict views towards advertising in general? Do these opinions continue to reflect people’s overall attitudes towards advertising, even in the context of specific media?
Are customers more positive or negative towards advertising? It is crucial to analyse the efficacy of every business activity, including marketing communications elements.
The primary question here is how to assess the efficiency of various marketing communication methods. Advertising entails making judgements based on the five Ms: mission, message, media, money, and measurement (Kotler, 2001).
Today, promoting a company’s reputation is critical to every business. Advertising campaigns, in particular, are becoming increasingly important (Friedman 1962). Unfortunately, some data suggests that the majority of these advertisements harm consumers (Wells et al, 1998).
Nigerian television advertisements were studied for their quality (Yohannes, 2002). This researcher’s findings suggested that the attributes of TV advertisements are inadequate in terms of the cues given, and that most advertising are difficult to grasp, which stems from a lack of clarity and professional in touch.
The second study conducted in Nigeria focuses on the quality of internet advertising (Tarekegn, 2008).The findings of this study revealed that customers in Nigeria are generally dissatisfied with the quality of internet advertisements due to excessive exaggeration, absurd, ridiculous, deceptive, and misleading information.
As a private financial institution operating in Nigeria’s highly competitive market-based economy, Union Bank’s survival and performance are dependent not only on the quality of services it provides,
but also on its advertising programmes for interacting with its prospective market. In this regard, the bank has employed various advertising methods.
It has disseminated messages about its services through practically all forms of advertising media, including broadcast, print, and sales promotion, in order to communicate with its clients and meet its overall marketing and communication goals.
There has been no written research on the issue “Customer Attitudes Towards Advertising in the Case of Union Bank,” thus the researcher decided to undertake the study.
Such a study is expected to address a vacuum in the literature regarding customers’ attitudes towards advertising in the service industry, as well as assist the company in meeting its overall marketing and communication objectives.
1.2 Basic Research Questions
The research raises the following research questions.
What is the relationship between personal belief aspects (product information, “hedonic/pleasure,” and falsehood) and a particular attitude towards Union Bank TV, radio, and print advertising?
What is the relationship between macro belief aspects (“Good for the Economy,” “Materialism,” and “Social Image”) and the overall attitude towards Union Bank advertising?
Which media type is the primary source of information for Union Bank clients (TV, radio, and print media)?
How do customers perceive Union Bank’s advertising?
1.3 GOALS OF THE STUDY
1.3.1 General Study Objective
The primary goal of the study is to analyse customer sentiment and attitude towards advertising in Idah.
1.3.2 Specific Study Objectives
The study’s precise purpose is:
To look into the relationship between personal belief characteristics (“product information,” “hedonic/pleasure,” and untruth) and specific attitudes towards Union Bank TV, radio, and print media advertising.
To test the link between macro belief aspects (“Good for Economy,” “materialism,” and “Social Image”) and the overall opinion towards Union Bank.
To discover consumers’ primary sources of information for learning about Union Bank’s products and services.
To assess customer perceptions of Union Bank advertising.
1.4 Significance of the Study
In theory, the work covers a significant vacuum in the literature and can be used to inform future research. On the practical side, this study can assist advertisers implement their advertisements in a way that builds good attitudes towards their company’s product and service that they are marketing.
Furthermore, the survey specifically assists Union Bank in determining which media are chosen by its clients. It will also allow the bank to obtain a better knowledge of its clients’ attitudes towards advertising.
Understanding consumers’ attitudes towards advertising allows the bank’s designers and marketers to better manage their advertising.
1.5 Limitations/Scope of the Study
Geographically, this study focused on Union Bank PLC clients in the Idah Local Government Area. It is also not applicable to bank clients who live outside of the Idah LGA because their media exposure varies.
The research framework focuses solely on the relationship between personal belief dimensions (product information, hedonic/pleasure, and falsity) and specific attitudes towards Union Bank TV, radio,
and print advertising, as well as macro belief dimensions (good for the economy, materialism, and social image) and overall attitudes towards Union Bank advertising.
Other aspects or grounds for measuring customer attitudes are beyond the scope of this study. This study focuses just on the banking industry (Union Bank PLC); other bank sectors were not included. The study employed administrate questioners to gather data from Union Bank customers using a non-probabilistic convenience sample technique.
1.6 Limitations of the Study
Due to financial and time constraints, the researcher was only able to conduct study on a small sample of Union Bank customers in Idah LGA of Kogi State; therefore, the results do not fully represent the behaviour of the entire population.
Some of the limitations experienced by the researcher included a lack of sufficient research on the same problem in the context of Union Bank PLC.
1.8 Definition of Terms
Attitude: –Attitude is an individual’s personal appraisal, emotional attachment, and action propensity towards certain objects or ideas (Kotler, 2000).
Advertising is a non-personal communication in the form of information that is typically paid for and persuasive in nature about products, services, or ideas by recognised sponsors via a variety of media (Bovee and Arens, 1992).
Attitude towards advertising is defined as a taught inclination to react consistently positively or negatively to advertising (Lutz, 1985).
Hedonic/Pleasure: The sensation of specific consumption and the satisfaction of an individual’s desire are related to hedonic expression (Cardoso and Pinto, 2010).
Macro belief elements include consumer manipulation, economic benefits, materialism, and social image (Pollay and Mittal, 1993).
Personal Belief Dimensions:Personal belief components include product information, hedonic/pleasure, falsehood, interactivity, and attitude towards privacy (Pollay and Mittal, 1993).
Falsity relates to customers’ perceptions of the sincerity and credibility of advertising in general (MacKenzie and Lutz, 1989).
Consumer Manipulation: -Describes advertising that is purposely deceptive, or that is not entirely informational, trivial, silly, confused, and so on. It produces artificial customer requirements and is manipulative (Shavitt, Lowery, and Haefner, 1998).
Social Image: -Social integration is consumers’ assumption that advertising can influence their lifestyle and social status, image, and structure (Wang and Sun, 2010). Materialism is a set of belief structures that view consumption as the path to the majority, if not all, satisfactions (Munusamy and Wong, 2007).
Economic factors reflect market situations in terms of inflation, interest rates, and price movement (Wang and Sun, 2010).
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