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THE EFFECT OF TELEVISION COMMERCIAL ON BUYING HABIT


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CHAPETR ONE

INTRODUCTION 

1.1        Background of the study

1.2        Statement of problem

1.3        Objective of the study

1.4        Research Hypotheses

1.5        Significance of the study

1.6        Scope and limitation of the study

1.7       Definition of terms

1.8       Organization of the study

CHAPETR TWO

2.0   LITERATURE REVIEW

CHAPETR THREE

3.0        Research methodology

3.1    sources of data collection

3.3        Population of the study

3.4        Sampling and sampling distribution

3.5        Validation of research instrument

3.6        Method of data analysis

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS AND INTERPRETATION

4.1 Introductions

4.2 Data analysis

CHAPTER FIVE

5.1 Introduction

5.2 Summary

5.3 Conclusion

5.4 Recommendation

Appendix

 

 

Abstract

This study is on the effect of television commercial on buying habit. The total population for the study is 200 staff of Omo and elephants detergent in Enugu metropolis. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made up production managers, administrative staff, marketers and junior staff was used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies

 

 

 

 

 

 

 

 

 

 

 

 CHAPTER ONE

INTRODUCTION

  • Background of the study

The Nigerian businessman or manufacturer of various household commodities are now conscious of the fact that, he/she has to provide the consumer with a quality product at a competitive price, in a place where it will be accessible for him to buy and be informed of the existence of such a product through commercials. With the same manufacturers offering the same type of products, competition now exist and they (manufacturers) are all fighting for the same consumer’s naira. In the past, only multinational companies (blue-chips companies) such as Cadbury food specialists, Lever Brothers PLC and P.Z industries PLC as well Coca-Cola Company were notably engaged in serious commercials. These companies have always believed in giving the consumer quality products, developing effective distribution network to ensure that the products are easily obtained, which encourages high product trials by consumers and subsequently builds strong loyalty. The Nigeria detergent industry is not yet recession prone, it seems to have escaped the bad tag usually associated with most Nigeria made goods and highly proliferated products. The austerity measure led to shortages of imported raw materials facing most detergent companies have justifiably cut down commercials’ expenditure, as they cannot go for heavy weight campaigns for products that are in short supply in the market. Some have completely stopped commercials while those who know the value of commercial still carry reminder commercials. It is in the light of this importance attributed to television commercials that the researcher seeks to find out whether television commercials affect members of Enugu metropolis’ choice of blue detergents. Whether the presence of other factors such as price, quality of the products, availability of the products, peer group influence, product popularity and its effects on the buying habits of people in Enugu metropolis. Therefore, television commercials operating under low involvement and perceptual defaces, create changes in perceptual structure that can trigger a behavioral act which inturn affects attitude. Katz and Lazarsfeld, (1995:193-263) stressed that: “Consumers preference and choice of product brands may be informed by a cohabitation of varied factors including commercials”. The quality of a product is a strong motivating factor in the choice of a particular product. The commercial of particular product that fails to live up to the expectation of the consumers will not be effective and thus will not exert any influence on the consumers. The primary effects of communication are not directly observable. Primary effects occur at the level of the image a receiver has organized inside the “Black Box” so to speak. While we can make inferences about communication effects based on the receiver’s behaviour. The true effect of a message may be more or less subtle, far reaching and complex than any observable measures can indicate. In other words, a message can be interpreted such that it either results in a change in some part of the image formed or such that it does not.

  • PROBLEM OF THE STUDY

Commercial is as old as civilization and has long been as a means of communicating the need to buy or sell goods, even for the sale of slaves in ancient time. In its style, it represents the society of the time. Consequently, it is an ever changing process representing new products, services, supplies and demands coupled with the new media techniques for communicating the exchange situation. The major aim of every business organization is to make profit and this profit is achieved through the patronage of the class of people, the business organization regards as its primary consumers. The consumer is a rational decision maker and there are many factors that can motivate a consumer to prefer a particular brand of detergent to another. Therefore, the aim of this study is to find out, whether television commercial of the products (Omo and Elephant blue detergents) influence the buying decision of people in Enugu metropolis or whether other factors are responsible for their buying habits of the detergents. This is to add to the information bank from which commercialist will draw information on making decisions on which medium or media to use in reaching their target audience.

  • OBJECTIVE OF THE STUDY

The aim of this study is to find out the effect of television commercial, if any, on the buying habits of people in Enugu metropolis with regard to blue detergents. However, the main objective of this study is to ascertain the effectiveness of television commercials as an affecting factor on the buying habits of Enugu metropolis residents. According to Doghudje (1975:65) “not all the advertising campaigns ever accomplish their set goals, yet every manufacturer (of detergent) is into commercials”. Thus, the study will examine the effectiveness of television commercials and to evaluate the following:

  1. a) To ascertain if television commercial is responsible for brand loyalty.
  2. b) To ascertain if commercials’ motivates members of Enugu metropolis in their choices of detergents.
  3. c) To find out whether there are other factors other than television that affect members of Enugu metropolis in their choice of detergents.
  4. d) To find out if television commercial(s) has a neutral, negative or positive effect on the choice of detergents of Enugu metropolis.
  5. e) To discover the impact of quality of blue detergents in the buying behavior of Enugu metropolis
  6. f) To discover if member of Enugu metropolis will switch to buy another brand if the price of their brand increase.

1.4 RESEARCH HYPOTHESES

For the successful completion of the study, the following research hypotheses were formulated by the researcher;

H0:  television commercial is not responsible for brand loyalty

H1:  television commercial is responsible for brand loyalty

H02:  there is no impact of quality of blue detergents in the buying behavior of Enugu metropolis

H2:  there is impact of quality of blue detergents in the buying behavior of Enugu metropolis

  • SIGNIFICANCE OF THE STUDY

The importance and fidelity of television commercials cannot be over-emphasized; research conducted over the years revealed the tremendous emphasis placed on commercials by manufacturers. The study will be of great significant to manufacturers when planning their commercials so as to avoid wasting money on ineffective commercial. This will help them to know how to reach their target audience and find out their needs, thus making them to purchase the product. Thereby increasing the manufacturers’ profits. The study will equally be of great use to people in Enugu metropolis when making their purchases, in order to get maximum satisfaction and make use of their purchasing power. It will also be of use to marketing students who may wish to take up similar studies. The outcome of this research work will contribute to the existing literatures on television commercials and its influence on brand preference and loyalty.

  • SCOPE AND LIMITATION OF THE STUDY

The scope of the study covers the effect of television commercial on buying habit. The researcher encounters some constrain which limited the scope of the study;

  1. a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
  2. b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.
  3. c) Organizational privacy: Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities.
  • DEFINITION OF TERMS

 

  1. Commercial: A presentation of goods, services or ideas, for action openly paid for by an identified sponsor.
  2. Effect: The result of an action and the impression produced.
  3. Television: The display of distant objects or events by electrical transmission.
  4. Buying Habits: The tendency of buying a particular brand of product over others.
  5. Brand: The name used to identify a specific product.
  6. Motivation: The inducement or incitement to do something.
  7. Brand Loyalty: This refers to the repeated patronage of a particular product.
  8. Television commercial: it is making know a product, an idea or service through the television

1.8 ORGANIZATION OF THE STUDY

This research work is organized in five chapters, for easy understanding, as follows

Chapter one is concern with the introduction, which consist of 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 historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding.  Chapter five gives summary, conclusion, and recommendations made of the study

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Author: SPROJECT NG