Project Materials

IMPACT OF TELEVISION ADVERTISING ON PURCHASE BEHAVIOUR OF CHILDREN BETWEEN THE AGES OF 10-15 YEARS

ABSTRACT

The primary goal of this study was to investigate the impact of television advertising on the purchasing behaviour of youngsters aged 10-15 years. Television advertising is a very visible and dynamic media that may reach a large number of people at once through emotion. Television is best utilised for broad exposure and product demonstration advertising, as well as where some identification is required. However, the research findings will be presented in five chapters. The first chapter of the book introduces the difficulties, six research questions, and three hypotheses that will lead the effort. The second chapter included a survey of related literature, quoting several specialists’ perspectives on the topic, as well as my own. The third chapter discussed the study’s data sources, sample size, and the statistical tools utilised to analyse it. The fourth chapter discussed how to properly analyse research questions and hypotheses using statistical methods such as percentages, frequencies, and hypothesis. Chapter five is a summary of the work, concluding on the findings from the data analysis in Chapter 4.

Chapter one

Introduction

1.1 Background of the Study

Television is a significant advance in the advertising industry. It is the fastest-growing advertising medium. Television’s distinctive trait is its capacity to combine many of the functions performed by other media. In addition, it excludes any additional messages or attractions at the point of exposure.

Advertising combines vision, audio, and movement. It has the ability to capture attention. Television advertising is a very visible and dynamic media that may reach a large number of people at once through emotion.

Television is best utilised for broad exposure and product demonstration advertising, as well as where some identification is required.

The television audience is diverse and varies by time of day, but it touches practically everyone at some point. Television has also played a significant role in the transformation and has grown so prevalent and important in today’s world. Television advertising has grown from nothing to the point where it is challenging newspapers as the country’s primary advertising medium.

The reasons for this rise are simple: television advertising sells products creatively. According to Edwards and Brown (1959:250), television brought not just sound but also sight and motion into the customer’s house.

As a result of the added appeal of sight and motion, television became the primary advertising medium for many national advertisements in a short period of time.

Television has an unparalleled reach in human history; no other single advertising medium reaches as many people at the same time. In current era of mass media, television is the most popular medium for reaching a broad audience.

According to Buskirk (1976:3), organised customer groups believe that youngsters are readily persuaded by advertising strategies and are unable to read advertising messages in printed media. Televisions, as the newest and fastest expanding of the major media, are likely also the most versatile.

It appeals to both the eye and the ear, which means that things may be exhibited and explained. It provides a high degree of versatility in terms of massage presentation time.

The study will thus concentrate on the effect of television on the shopping habits of youngsters aged 10-15 years. It will also establish the link between television advertising and increased purchasing responses from children to marketed products.

1.2 Statement of the Problem

Most youngsters aged 10 to 15 are adult children with limited funds to meet their numerous demands. Children aged 10-15 years old are often quite concerned with looking well and not falling behind in terms of fashion. Peer group pressure also has a significant impact on what children’s parents purchase.

Television advertisers seek to discover the extent to which television advertising influences the various types of goods purchased by youngsters aged 10-15. This will allow them to determine the amount of money to be spent on television advertisements.

They also want to know if these consequences are beneficial or bad. Answers to these questions are significant because students make up a sizable portion of the television advertiser’s audience.

(1) Does television advertising influence the purchases of items by youngsters aged 10-15 years?

(2) Does this determine how much money firms spend on advertising?

(3) As these advertisements have an ergative effect on children aged 10-15. As a result, the purpose of this study is to determine the impact of television advertising on the purchasing habits of youngsters aged 10-15 years, as well as how to target television advertising in the future to maximise benefits.

1.3 OBJECTIVE OF THE STUDY

The goal of this study is to determine the impact of television advertising on purchasing decisions among youngsters aged 10 to 15. The precise objectives are as follows.

(1) To determine the effect of television on the purchasing behaviour of youngsters aged 10-15 years.

(2) To establish the essential criteria to consider in advertising of children aged 10-15 years.

(3) To identify the common challenges that advertisers face when promoting to youth aged 10 to 15.

(4) To determine whether television advertising can influence the purchase behaviours of youngsters aged 10-15 years.

(5) Determine children’s purchase response to advertisements.

(6) To determine the cost implication of advertising to youngsters aged 10-15 years.

(7) To offer the most effective manner of carrying out children’s advertising in order to maximise profits.

1.4 Significance of the Study

The research will assist advertisers in determining the extent to which their messages have an impact on children aged 10-15. It will highlight areas for development and determine if television advertising is best suited for children aged 10 to 15.

Significantly, the effort will demonstrate the efficacy of television advertising in an environment dominated by people (children aged 10-15) who do not generate a direct income. It also makes a moderate contribution to the expansion of the literature on consumer behaviour.

1.5 RESEARCH QUESTION.

This research seeks answers to the following questions.

(1) Is there a strong relationship between aesthetic programming and children’s purchasing behaviour?

(2) Does a high advertising budget have an impact on children’s purchasing behaviour?

(3) How do repeated placements affect the shopping behaviour of children aged 10-15 in Owerri?

(4) How does the time of television advertisements effect children’s purchasing behaviour?

(5) How do colour television advertisements influence children’s purchasing behaviour?

1.6 Hypothesis

Ho: There is no significant association between aesthetic programming and children’s purchasing behaviours.

Hi: There is a significant association between aesthetic programming and children’s purchasing behaviour.

Ho: A large advertising budget has no effect on children’s purchasing behaviour.

Ho: A large advertising budget has an impact on children’s purchasing behaviour.

Ho: There is no effect of multiplicity and timing on the purchasing behaviour of children aged 10 to 15.

Hi There is an effect on multiple and timing on the purchasing habit of children aged 10-15.

1.7 Limitations of the Study

For an in-depth discussion of this topic, the study could have included children aged 10-15 in Imo State. The researcher cannot feasibly cover all of the children between these age ranges in Imo state during the time frame of this study, hence this research is limited to children between these ages that live in the Owerri metropolitan area.

The surveys were not given appropriate attention by the respondents; they found it difficult to cooperate or even answer questions in the questionnaires due to a serious problem with their secrecy.

Some did not want to return the questionnaires, while others deliberately avoided the researcher. Despite all of the techniques used in this study, the researcher encountered viewer prejudice.

1.8 Definition of Terms

(1) ADVERTISING: is a form of media communication about products, services, or ideas that is paid for by an identifiable sponsor.

(2) ATTITUDES: long-term evaluation of products, issue firms, and so forth.

(3) AUDIENCE: A group of people who have been exposed to any kind of media, but are most commonly connected with television or radio.

(4) BRAND LOYALTY: the degree to which purchasers are committed under any circumstances, even no commitment at all.

(5) COGNITION: learning that involves processing data, combining it with knowledge recovered from memory, and drawing conclusions.

(6) CONDITIONING: learning how to respond to a specific stimuli.

(7) CONSUMERS: Individuals and families who purchase goods and services for personal or household usage.

(8) CONSUMER BEHAVIOUR: the component of human behaviour that relates to purchasing and using economic goods and services.

(9) IMPACT: the qualitative value of an experience via a specific media.

(10) LEARNING: charges to the content or organisation of persons’ incorrect term memory.

(11) MEDIA: these reflect the complete vehicle employed in reaching targeting via newspaper, radio, or television.

(12) NEEDS: perceived differences between current and ideal conditions.

(13) PERCEPTION: the three-step process of being exposed to a stimulus and paying attention to it.

(14) SELECTIVE PERCEPTION: the process of deciding which messages to pay attention to and acknowledge.

(15) STUDENTS: children aged 10 to 15 who attend primary and secondary schools.