INFLUENCE OF BROADCAST MEDIA ON THE SALES OF FAST MOVING CONSUMER GOODS
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INFLUENCE OF BROADCAST MEDIA ON THE SALES OF FAST MOVING CONSUMER GOODS
Chapter One: Introduction
Background of the study.
The term ‘broadcast media’ is frequently used these days. It’s a new phenomenon, and one would assume that everyone knows or understands what it means. Nearly 90% (if not more) of all online or internet users consume broadcast media in some form (Kietzmann and Kristopher, 2011; Dolwick, 2009).
The emergence of broadcast media began in the early days of the internet when people began exchanging information and talking with one another (Boyd and Ellison, 2010), however the platforms used at the time were more ‘technology demanding’ and required some level of ability to use. As a result, there were only a few people who used broadcast media platforms back then.
Over time, as technology advanced, less sophisticated platforms were developed, allowing billions of regular internet users with no technology background to use the services (Boyd et al., 2010; Baden, Bender, Spring, Bhattacharjee, and Strain, 2009)
and this marked a watershed moment in media history, making the media all inclusive in such a way that people no longer remain silent spectators to the content being served to them.
They could now develop their own content, share it with others, respond to individuals, cooperate with them, and do a lot more (Andreas and Haenlein, 2010). This user involvement is what gave rise to today’s rapidly growing broadcast media platform.
Broadcast media mediums such as radio and television now allow members to interact with one another and build relationships. Many companies from around the world have joined, but only the fastest growing networks, such as Facebook and Twitter, to connect with their customers (Trattner and Kappe 2012).
The broadcast media networks operate magnificently as a vehicle for businesses to get traffic or attention to their products and services, typically through the usage of links via the advertisements they place on the broadcast media (Chinag and Chung, 2011; Deis and Hensel, 2010).
It also functions similarly to traditional word-of-mouth in mainstream marketing. Corporate communications given through broadcast media circulate quickly from user to user and are likely to resonate well with the organisation (Deis and Hensel, 2010).
Since 2002, broadcast media networks have become the new 21st century paradigmatic market medium for firms to use (IMAP, 2010) and influence their customers’ purchasing behaviour more.
This is because, globally, a survey report reveals that approximately half of the 170 million Nigerians regularly use broadcast media (Oracle Retail, 2010), and as a result, virtually all businesses now use broadcast media networks as an extension of their existing corporate marketing strategies, particularly in the retail industry, in order to capture and serve those active users with a diverse range of lifestyle brands and products from around the world.
As a result, numerous Nigerian firms have begun to use these platforms. This current study thus intends to investigate Nigerian consumers’ patronage behaviour via these expanding broadcast media networks, particularly from enterprises that use them for marketing purposes.
Statement of the Problem
One of the goals of using broadcast media is to raise awareness about the products offered. To attain this goal, producers routinely promote their products (Jonathan 1995).
Despite advertisements for shopping items such as men’s packet shirts, women’s apparel, jewellery, television, and so on, customers’ attention is not always pulled to them since Rivers State residents have certain areas of interest and the kind of goods they purchase.
They prefer to shop by the roadside or in an open market where they may bargain. Advertising is to create brand preference or educate consumers (Kotler, 2006).
On the other side, customers in Rivers State are less interested in brand preferences. Some customers prefer to shop on the roadside or in an open market where they may negotiate.
Most customers prefer to buy used 7 things rather than high-quality products from the store. In Rivers State, there is little to no public communication media that educates consumers about a product.
The majority of consumers do not receive information on buying goods that will benefit them. For example, if a promotion or discount is offered for purchasing a product, some customers who do not have access to television, radio, or public communication media may be unaware. Shopping products are those that people buy after considering quality, price, style, colour, and size (Kotler, 2003).
When it comes to purchasing things in Rivers State, people prioritise pricing, transportation, and proximity to the market. According to Osuala (1987), vendors market a wide range of generic products in order to improve sales inside a specific category.
However, customers in Rivers State believe marketed products supplied in stores to be too expensive, thus they prefer to shop in the open market. Advertising based on television size, colour, shape, and quality may encourage customers to buy, but consumers who do not watch TV advertisements on a regular basis will not be as influenced.
Furthermore, many consumers believe it is a waste of time, and others without access to television may be unaffected by such advertisements. However, customers in Rivers State weigh aspects such as cost, income, transportation, proximity to market, and so on.
Consumers who purchase eight original things, on the other hand, prefer to get high-quality items from stores. It is therefore critical to determine the impact of the broadcast media on the purchasing of fast-moving consumer products in Port Harcourt.
Goals and objectives of the study
The following will be the goals and objectives of doing this study:
The primary goal of this study is to investigate the impact of broadcast media on the sales of fast-moving consumer goods in Port Harcourt.
To determine consumers’ perceptions of broadcast media.
To ascertain the extent to which people purchase things advertised via broadcast media.
Determine the association between broadcast media and consumer products sales in Port Harcourt.
Research Questions
How does broadcast media affect the sales of fast-moving consumer goods in Port Harcourt?
What is customers’ view of broadcast media?
To what extent do customers buy things advertised in broadcast media?
Is there a correlation between broadcast media and consumer goods sales in Port Harcourt?
Hypotheses for research
H0: Broadcast media has no influence on fast-moving consumer goods purchases in Port Harcourt.
H1: Broadcast media influences fast-moving consumer goods sales in Port Harcourt.
Significance of the Study
The findings of this study would be useful to business operators, particularly proprietors of shopping goods, because it would raise awareness of the importance of advertising in the sale of their products.
The study’s findings would aid marketing students and professors at higher institutions by providing a more comprehensive grasp of how advertising influences the sale of retail goods. The conclusions of this study would be beneficial to the Ministry of Commerce and Information.
It will educate them on the benefits of advertising in the sale of shopping goods. It would also aid them in organising training sessions for small business owners.
The study’s findings would be extremely beneficial to the media organisation because the knowledge gained would allow them to be more imaginative in their varied approaches to advertising design. Finally, the outcomes of this study will make a substantial contribution to the existing body of literature in the discipline.
Scope of the Study
This study focuses on the impact of broadcast media on sales of fast-moving consumer goods in Port Harcourt.
Limitations of the study
Financial constraints- Insufficient funds tend to restrict the researcher’s efficiency in accessing relevant resources, literature, or information, as well as in data collecting (internet, questionnaire, and interview).
Time constraints: The researcher will conduct this investigation while also working on other academic projects. This will reduce the amount of time spent on research.
Definition of Terms
Consumer products are goods purchased and utilised by consumers rather than manufacturers to produce other goods.
Media: Television, radio, newspapers, and the internet are the primary sources of information and entertainment for the majority of people.
Broadcast media is the most efficient way to communicate information to the biggest potential audience, yet the Internet is already challenging television as the primary source of news. Most individuals now acquire their daily news via TV rather than print media.
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