INFLUENCE OF ADVERTISING ON CONSUMERS’ PURCHASING BEHAVIOUR OF TOOTHPASTE BRANDS
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INFLUENCE OF ADVERTISING ON CONSUMERS’ PURCHASING BEHAVIOUR OF TOOTHPASTE BRANDS
INTRODUCTION
The study investigated the impact of advertising on toothpaste purchasing behaviour in Uyo Urban. The survey research method was utilised in this study, which had a population of 436,606. Four hundred individuals provided data via a questionnaire.
However, three hundred and eighty copies were completed and returned as valid for the study. The study’s objectives were to: determine whether consumers in Uyo Urban have access or are exposed to toothpaste advertisements;
determine if advertising influences Uyo Urban consumers’ purchasing behaviour of toothpaste; determine if advertising increases Uyo Urban consumers’ preference for a particular brand of toothpaste;
and determine if there are other factors than advertisement that influence Uyo Urban consumers’ buying behaviour of particular toothpaste.
Using the Uses and Gratifications and Cognitive Dissonance theories of communication as theoretical frameworks, the study discovered that: toothpaste consumers in Uyo Urban were exposed to advertisements on toothpaste brands; advertising did not influence consumers’ purchasing behaviour of toothpaste brands in Uyo;
although consumers of toothpaste in Uyo Urban were exposed to advertisements of different toothpaste brands, it did not increase their preference for the Based on the findings, the researcher strongly advised advertisers of toothpaste aimed at the Uyo market to incorporate other factors such as affordable price, quality taste, and satisfaction derived from using the product, packaging, and so on to help influence patronage of the advertised product.
Chapter one
INTRODUCTION
1.1 Background of the Study
Advertisement is one of the primary strategies used to increase consumer demand for goods and services. To understand the impact of advertising on consumer behaviour, one must first understand what advertising is, as well as its goal and purpose.
According to Wikipedia (2018), advertising is an audio or visual kind of commercial communication that uses a publicly sponsored service or idea.
Advertising differs from public relations in that the advertiser pays for and has control over the message. It varies from personal selling in that the message is not addressed to a specific individual.
Advertising is communicated through a variety of mass media, including classic media like newspapers, magazines, television, radio, outdoor advertising, and direct mail, as well as emerging media like blogs, social networking, and text messages.
The actual presentation of the material is known as an advertising, or “ad” for short. Terence (2007) describes advertising as a paid, mediated form of communication from a known source that attempts to persuade the recipient to take action now or in the future.
The primary goal of advertising is to inform the user or customer that there is something fresh in the market. Aside from the above-mentioned goal, advertising can also be used to persuade or attract customers to take a specific action, which is usually to purchase a product (Kenneth and Donald, 2010).
Because of the volume of goods and services created each day, advertising is beneficial to business (Onunkwo, 1997). Advertising helps to inform consumers about new products or services, as well as new promotions on existing products and services.
Advertising helps to visually convey the aspects and attributes of items or services so that customers may easily grasp them. Advertising has become vital for businesses nowadays (Bardi, 2010).
A good advertisement persuades clients to make a final purchase and motivates them to take a certain action (Kenneth and Donald, 2010). So advertising plays a significant role in today’s industry. Advertisements not only urge people to buy, but also provide them with options to consider when they go shopping and help them discriminate between products.
So, when a consumer goes to buy something, he will first believe that there is a specific product with certain attributes (Agwu, 2013; Ikpefan, Owolabi, and Agwu, 2014).
It has also become such a powerful and pervasive socioeconomic force in Nigeria, as in other nations, that neither manufacturers nor consumers can ignore it (Bardi, 2010; Edwin, 2014).
Advertising is widely regarded as a necessary service to both the industry and the public. Its effectiveness is largely determined by the audience; how the audience receives the information is critical.
Today, advertising is designed to have a positive impact on consumer behaviour in order to encourage them to purchase an organization’s services. It is used by charitable organisations to raise funding for social welfare initiatives.
As can be seen, advertising affects every element of social, political, and economic life. It is important to note at this point that an advertising campaign is judged successful only if consumers begin to appreciate and discuss the product, service, or idea.
Ampofo (2014) observes that consumers are the end users of items. They keep the production line moving. A company’s principal objective is to influence prospective customers’ views and purchasing habits.
They spend a lot of money to keep consumers (the market) interested in their items. To succeed, they must understand why potential consumers behave the way they do. The firm’s purpose is to collect enough relevant market data to create accurate buyer profiles and identify a common group for communication.
Advertising, as a communication channel, infiltrates our streets, offices, villages, and homes, spreading messages about various products and services, ideas, people (dead or living), and organisations via numerous media outlets (Ozoh, 1998).
It does this so intensively and persistently that only our inherent ability to selectively detect and recall information have kept us from succumbing to what communication professionals refer to as “information overload” (Nwosu, 1990).
According to Ukessays (2017), “consumer behaviour is defined as the behaviour that the consumer exhibits when searching for, purchasing, using, evaluating, and disposing of products, services, and ideas that they expect to meet their needs.”
Thakur (2017) defines consumer behaviour as the actions that consumers take when looking for, purchasing, assessing, and disposing of things, services, and ideas that they believe will meet their needs.
The author also quotes Philip Kotler, who claims that consumer behaviour is all psychological as customers become aware of how to evaluate, purchase, consume, and inform others about items and services. Economic, social, cultural, psychological, and personal factors all impact individual behaviour.
More would be covered in detail about advertising, particularly the impact it has on encouraging consumers to purchase a specific product, particularly consumer goods.
1.2 Statement of Problem
Consumer behaviour research focusses not only on what consumers buy, but also on why and how frequently they buy it. It is focused with determining the specific meanings that items have for consumers.
Scholars consider advertising as a technique for stimulating customer buying behaviour by informing or reminding them about a product, but it must also persuade them. There are different techniques to assess consumer loyalty.
Knowing that advertisers spend money to advertise their products in the media, and that if these products are not accepted or patronised, they will not get value for their money
this researcher set out to investigate how toothpaste advertisements are accessed by Uyo Urban consumers, as well as whether the ads influence their searching, purchasing, using, evaluating, and disposing of toothpaste.
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