IMPACT OF PEAK MILK TELEVISION ADVERTISEMENT ON CONSUMER BUYING BEHAVIOUR
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IMPACT OF PEAK MILK TELEVISION ADVERTISEMENT ON CONSUMER BUYING BEHAVIOUR
ABSTRACT
This study investigates the effect of peak milk television advertisements on consumer purchasing behaviour in Edo State. In conducting the study, four (4) research questions were posed, including: what are the effects of television advertising on the sales and marketing of peak milk products?
What is the extent to which television advertising influences consumer purchases of peak milk products? What function does television advertising have in promoting peak milk products and sales?
What effect does peak milk television advertising have on consumer purchasing behaviours? The research was based on the diffusion of innovation theory and the uses and gratification theory of mass media. The survey technique of study was used, with a 17-item questionnaire delivered to 150 participants in Benin City.
The data was collected using the non-probability random sampling technique. Data were presented and analysed using simple percentages and frequency tables. Major findings revealed that the majority of respondents utilise or have regular access to a television set.
That the majority of respondents watch television advertisements, that exposure to television advertisements of a product influences consumers’ patronage of the product, that television advertisements help to increase the sale and promotion of products and services
that exposure to television advertisements of peak milk influenced consumers to buy the product, that consumers’ use of a product were motivated by television commercials of the product, that the extent to which pea That television advertisements have an influential impact on product and sales promotion.
The study also found that television advertisements for a specific brand cause consumers to prefer that brand over other brands. It also found a significant and positive relationship between television advertisements and an increase in product sales and promotions. According to the study, advertisers should first seek the assistance of a good advertisement agent before creating a good advertisement.
The advertisement should also be creative and include music or phrases that will attract the audience. The advertisement should be repeated as frequently as possible in order to retain potential customers.
It eventually proposes that television advertising should occasionally be combined with incentives in form of gift products and promo to promote audience continuing exposure.
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Chapter one
INTRODUCTION
1.1 Background for the Study
Today, there are numerous meanings for advertising. Journalists, for example, may see it as a communication, public relations, or persuasion process; businesspeople see it as a marketing process; while economists and sociologists prefer to focus on its economic, sociological, or ethical importance.
Some customers may see it just as an attempt to persuade them to continue their purchasing habits. Each of these perspectives has its advantages and disadvantages
. According to Arens (2004), advertising is the systematic and constructed non-personal conveyance of information about things (goods, services, and ideas) by identified sponsors via various media.
This information is usually paid for and persuasive. According to APCON, advertising is media communication paid for by a sponsor and targeted to a specific audience to promote a product, service, idea, or cause.
Eluwa (2005) believes that advertising is a non-personal technique of disseminating information that is typically paid for by a sponsor through various media.
From the foregoing, one can conclude that advertising is a persuasive communication because it attempts to persuade the reader, viewers, or listeners to accept the sponsor’s point of view and to take suitable actions towards the advertised item.
It is apparent that advertising has contributed significantly to increased recognition in the commercial sector. It puts the consumer in touch with the producer.
It should also be highlighted that advertising is a crucial social force for economic progress, and it has affected public taste to the point where products that are not advertised are regarded to have vanished, while businessmen who are unable to advertise are forgotten.
As a result, Carrena (1992) acknowledges that advertising plays an essential and beneficial function in society, and advertising campaigns generally thrive on the efficiency, energy, and excellence of the copy, which, when effectively performed, will affect the consumer.
The advertiser wishes to share his or her opinions about the products and offerings with the prospects. The primary goal of advertising is to make items more popular.
The bulk of marketers and advertisers rely on mass media for marketing communications. The type of media used depends on the nature of the message and the intended audience (Etzel et al, 2008). An advertisement can contact a potential buyer through a variety of mediums, including newspapers, posters, radio, and television.
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