TELEVISION ADVERTISING AND THE PATRONAGE OF SELECT NOODLES BY MOTHERS IN UYO METROPOLIS
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TELEVISION ADVERTISING AND THE PATRONAGE OF SELECT NOODLES BY MOTHERS IN UYO METROPOLIS
ABSTRACT
This study focuses on television advertising and the consumption of certain noodles by moms in Uyo city. The study’s entire population is 200 staff members from Indomie Noodle in Lagos state.
The researcher employed questionnaires to collect data. Descriptive A survey research design was used for this investigation. The survey included 133 respondents who worked as human resource managers, marketers, production managers, or junior staff. The acquired data were displayed in tables and analysed with simple percentages and frequencies.
Chapter one
INTRODUCTION
Background of the study.
The dynamism and complexities of today’s corporate world have pushed business organisations to compete for improved decision-making capabilities. The emphasis on an effective communication tool that will lead consumers’ purchasing decisions is being altered to suit both parties, and measures are being implemented to gain consumers’ loyalty.
According to Okpara (2012), a good product requires the establishment of client awareness and conviction to purchase. Okpara, Anyanwu, and Inyanga (1999) define promotion as the process of packaging and disseminating a potentially commercial message by a seller to a buyer in order to elicit the desired response from the latter.
This closes the knowledge gap and raises awareness among potential buyers. When clients are not adequately aware about the availability of a product, it depletes sales volume when it is effectively publicised,
so advertising plays a vital part in informing, persuading, and reminding customers about the existence of a product, thus stimulating demand.
A medium enables effective advertising. These media include print, electronic, and broadcast media, as well as information communication technologies (ICTs) (Awa & Kalu, 2016).
Television is an electronic medium that is utilised for advertising purposes. Television advertising is a type of television programming produced and paid for by an organisation that transmits a message to promote a wide range of goods, services, and ideas (Stephen 2010).
This aims to influence product consumption. In Nigeria, television advertising remains a prominent method for marketing instant noodles, particularly to children. This study attempts to analyse television advertising and patronage of specific noodles by moms in Uyo metropolis.
STATEMENT OF THE PROBLEM
As crucial as television advertising is in raising knowledge about the presence of a product or service, it appears that most businesses still underestimate its potential as a patronage driver. Television advertising has become an important method of communication in product marketing.
It has become a popular media due to its appealing qualities of sight, colour, and motion. Television advertising is expensive, and the results are often unpredictable. In some circumstances, it may take some time before it has a discernible effect on sales.
However, astute businesses consider advertising expenses as an investment. Observation has showed that many mothers consume noodles on a daily basis.
However, there is no known television advertisement that addresses this group of consumers. Noodles marketers feel that general television advertisements targeting youngsters and working-class consumers can satisfy this population.
OBJECTIVE OF THE STUDY
The study’s aims are:
To explore the extent that television advertising effects the patronage of Indomie noodles.
To assess if television advertising increases consumer preference for the Indomie brand of noodles.
To determine if television advertising causes a repeat purchase of indomie noodles.
To determine if television advertising causes mothers to patronise idomie noodles.
Research Hypotheses
To ensure the study’s success, the researcher developed the following research hypotheses:
H0: Television advertising does not boost customer preference for the Indomie brand of noodles.
H1: Television advertising enhances consumer preference for the Indomie brand of noodles.
H02: Television advertising does not cause mother to patronise Idomie noodles.
H2: Television advertisements encourage mothers to buy idomie noodles.
1.5 Significance of the Study
The study will be extremely beneficial to students, corporate organisations, particularly noodles companies, and the general population.
The study will provide a clear understanding of television advertising and the consumption of specific noodles by moms in Uyo metropolis. The study will also serve as a reference for other researchers who would venture on the relevant topic.
Scope and Limitations of the Study
The study’s scope includes television advertising and moms’ preferences for specific noodles in Uyo city. The researcher faces various constraints that limit the scope of the investigation;
a) AVAILABILITY OF RESEARCH MATERIAL: The researcher has insufficient research material, which limits the investigation.
b) TIME: The study’s time frame does not allow for broader coverage because the researcher must balance other academic activities and examinations with the study.
Definition of Terms:
Instant Noodles are made up of Indomie, Minie, Chicki Chki, Cherie Cherie, and Dangote Nooles.
Patronage: In this study, patronage is defined as mothers buying selected instant noodles.
Television advertising: A television commercial is a span of television programming produced and paid for by an organization. It sends a message that promotes and seeks to market a product or service. Advertisers and marketers may refer to television ads as TVCs
1.8 Organisation of the Study
This research study is organised into five chapters for simple understanding, as follows:
The first chapter is concerned with the introduction, which includes the (overview of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study,
definition of terms, and the study’s historical context. The second chapter focuses on the theoretical framework that underpins the study, as well as a review of relevant literature.
Chapter three discusses the research design and technique used in the study. Chapter four focuses on data gathering, analysis, and presenting of findings. Chapter 5 provides a summary, conclusion, and suggestions from the study.
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