IMPACT OF TELEVISION ADVERTISING ON CONSUMER PRODUCT PURCHASING IN NIGERIA
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IMPACT OF TELEVISION ADVERTISING ON CONSUMER PRODUCT PURCHASING IN NIGERIA
ABSTRACT
This study was done to assess the impact of television advertisements on customer behaviour in relation to J. Udeagbala Holding Nigeria Limited. The study’s specific goal was to determine whether consumers were aware of J. Udeagbala’s company,
product, and television advertisement on behaviour, as well as to make recommendations to help improve television advertising on consumer product marketing in J. Udeagabla.
The study was conducted by analysing replies from a sample of 50 consumers in Aba and Umuahioa, as well as 10 company management and staff members.
The study questions were analysed using percentages, and the hypothesis was tested using the chi-square (X2) test. Based on the findings, it was revealed that the majority of their customers are aware of the product.
The researcher recommended that they increase marketing research and development, support determining exactly what the consumer requires in the product, and always strive to maintain high product standards.Chapter one
INTRODUCTION
1.1 Background of the Study
In today’s marketing world, producing a product, packaging it attractively, pricing it correctly, effectively distributing and displaying it is insufficient to adequately meet the needs of consumers.
The corporation must also inform individuals about the existence of the product; it must communicate the product to its intended audience. This includes providing information about the product’s existence, features, and benefits, as well as how target markets can access it.
Effective communication is an aspect of a company’s promotional operations, and may also be referred to as a coordinated seller’s initiated attempt to develop channels of information and persuasion to speed up the sales of goods and services, or the acceptance of ideas or points of view (Adirika 1996: 66).
The marketing communication mix consists of promotional methods such as advertising, sales promotion, personal selling, publicity campaigns, and public relations. All of them are collectively referred to as promotional mix or promotional tools.
Advertising is a non-personal paid manner of presenting ideas, commodities, and services, or messages to educate the target population by an identified sponsor.
Almost every manufacturer and retailer in the country uses some type of advertising to promote and communicate their products and services to their target markets.
Advertising helps to inform, educate, and persuade people to adopt a specific product or point of view. The cost of products and services will continue to rise, resulting in decreased consumer spending.
To survive in such a climate, corporations must aggressively promote their products in order to obtain a competitive advantage over their competitors.
Although advertising today does not broadcast original information about items, it helps broaden markets by insuring new uses and recruiting leads.
Advertising in consumer items is becoming an increasingly important tool for generating consumer interest and loyalty. In this study, the researcher is mostly concerned with television.
Television advertising is one of the newest and most rapidly expanding modes of communication. Nigeria has both local and national network stations. All national stations (NTA) operate on ultra-high frequency (UHF),
whereas local stations (privately owned) have authorization. According to the NTA marketing plan, television draws approximately 39% of advertising companies.
1.1.1 Profile of the Company
J. Udeagala Holding Nigeria Limited (RC) is a privately owned firm that imports and manufactures goods and services. J. Udeagbala began as a trader in the African international market, selling merchant goods as his single business.
As his business grew, he relocated from the African international market to Market Road, where he joined an importation group to import merchants, turn products, and challis wine on a small scale with a staff of 15.
He eventually relocated to 152 Aba Owerri Road as its headquarters. J. Udeagbala Holdings has branches in Lagos, Kaduna, Kano, Bauchi, Benin, Onisha, Jos, Abuja, and Port Harcourt.
Udeagbala Holdings Limited has several subsidiaries, which include the following:
1. Kitchen vegetable oil (Nig. Ltd)
2. Beauty Base Limited.
3. Quality Pipes Limited
4. Dynamic Farms Limited
5. Tom John Associates Ltd.
6. J. Udeagbala and Sons Ltd.1.2 Statement of Problem
Television advertising does not have any restrictions. The advertisement message lasts only as long as it is displayed on the screen. If a prospect is not watching or listening at the exact time the advertisement is displayed.
In terms of the possibility, the message is no longer relevant. The purpose of this study is to determine how well consumers are informed and persuaded to buy J. Udeagbala holdings products.
The following topics will be explored in this research.
1. Can television be used to advertise some types of things more effectively than others?
2. Do consumers believe that television is a better channel for reaching potential customers?
3. Do television advertisements convey meaning to potential customers?
4. Do buyers feel convinced about the promoted product after seeing the television advertisement?
5. Does television advertising influence customer purchase and consumption of products?
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