EFFECT OF TELEVISION ADVERTISING ON CONSUMER
CHAPTER ONE
INTRODUCTION
Background of the Study
The American Association of marketing defines Marketing as an organizational function and a set of processes for cresting, communicating and delivering value to customers and managing customers relationship in a way that benefit the organization and its stakeholder’s.
It can also be defined as the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational activities and goals (Kotler 2006)
The information available to the consumer will determine his/her choice to purchase and repurchase if satisfied with the product. Since it is task of the marketer the create these levels of awareness of the goods or services to the consumer through communication media, it then opposes the argument by the product concept which suggest that if a good product is produced with a good price, no matter where it is, people would buy it.
This philosophy failed because of the ignorance of other marketing activities. In today’s marketing information plays a greater role because without good information on product can successfully meet its target sales or even a profitable sales volume.
Communication therefore plays a prominent role in marketing because it is directed from the seller to the prospective buyer to persuade the prospect to buy the seller’s goods and services. This information is communicated from seller who is the sender to the prospective buyer who is the receiver to persuade the prospect to purchase the product. It is therefore a process of establishing oneness or uniqueness of though between the seller and the receiver through promotions/ mix.
Promotion has been defined as the co-ordination of all sellers initiated effort to set-up a Channel of information and persuasion to facilitate the sales of goods and services or the acceptance of ideas, according to Busch and Houstan (2006). Obviously, in this definition promotion is viewed as activities that are directed at attracting the attention of the prospect and influencing the prospect to come to the exchange table.
Promotion is made up of many elements in the mix which include Advertising, personal selling, sales promotion and publicity. However advertising in singled out here by the most effective means of communication but helps to provide the most spectacular way in which an advertise can reach the greatest number of people at one time and fine out how it influence consumers consumption behaviour of Coca-Cola especially consumer within Akwa Ibom State (Uyo Metropolis).
Statement of the Problem
Television Advertising is costly, often its effects are uncertain, and sometimes it takes a while before it make any impact on consumers’ purchasing behaviour. It is for these reasons that many companies think it appropriate, occasionally to reduce expenditures on advertising. On the other hand, some companies sometimes consider it unnecessary to advertise when their brands are already enjoying guest success without advertisement.
The models of consumer decision making as proposed by authors and researchers such as Kassarjian and associates (1973), Nicosia (1966), and Eagle Kollst&Blackwel (1973) to mention but a few, shows that the central theme of their discuss portray consumers behavior as a product of sociological and psychological forces both interacting with the external environment to produce a purchase decision.
Therefore, one will wonder if television advertising really affect consumer purchase behavior, and if there is any group of people it affect most it is this Puzzlement that prompted this research work.
Objectives of the Study
The main objectives of this research study is to investigate of effect of television advertising of Coca-Cola consumers in Akwa Ibom State (Uyo Metropolis)
Specifically, the study is designed to:
Determine the effect of television advertising on consumer awareness of Coca-Cola product among consumer in Abak.
Determine the effect of television advertising on consumer interest for Coca-Cola product among consumer’s in Abak.
Determine the effect of Television advertising on consumer evaluation of product among consumer in Abak.
Determine the effect of television advertising on consumer trial of the Coca-Cola product among consumer’s in Abak.
Determine the effect of television advertising on the product adoption of Coca-Cola product among consumer’s in Abak.
Research Question
The following research question have been put forward to address consumer’s reaction towards the product:
To what extent does television advertising affect consumer awareness of Coca-Cola product among consumer’s in Abak?
To what extent does television advertising affect consumer interest for Coca-Cola product among consumer’s in Abak.
To what extent does television advertising affect consumer evaluation of the Coca-Cola product among consumer’s in Abak.
To what extent does television advertising affect consumer trial of coca-cola product among consumer’s in Abak.
To what extent does television advertising affect consumer adoption for Coca-Cola product among consumer’s in Abak.
Statement of Hypotheses
In this work, effort has been geared towards propounding five hypotheses:
HO1: Television advertising does not significantly affect consumer awareness of Coca-Cola product among consumer’s in Abak
HO2: Television advertising does not significantly affect consumer interest for Coca-Cola product among consumer’s in Abak.
HO3: Television advertising does not significantly affect Abak consumer evaluation of Coca-Cola product among consumer’s in Abak.
HO4: Television advertising does not significantly affect consumer trial of Coca-Cola product among consumers in Abak.
HO5: Television advertising does not significantly affect consumer adoption for Coca-Cola product among consumer’s in Abak.
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EFFECT OF TELEVISION ADVERTISING ON CONSUMER PURCHASING BEHAVIOR
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