ABSTRACT
This study is aimed at given insight
into the effects, if any, of television advertisement on the buying habits of
consumers.
It is a research survey based on a
simple size of 300 of Enugu urban dwellers. Careful empirical studies have
uncoverd or shown that advertising actually influence peoples choice and
consumption of some goods and services as well as their buying habit especially
peak milk in can and sachets.
Furthermore it has found out that
advertising brings a lot of pleasures, amusement, education and entertainment
and produce change that ultimely affects the likes, achievement development of
consumers.
Moreover this study will guide the
producers and advertisers to understand the best techniques to reach their prospective
consumers. It shows d significance for unique selling app the ealand repetition
of television massages. The chapter one of this study unfolds the definition of
advertising and effects onthe buying habits of consumers with relation to a
perticuler medium/television. This study will reveal viewers attitude or
acceptance to it. It will also consider television effectiveness or failure in
realizing its set objectives.
Where the aim is not realized, what
are the reasons or factor responsible after which findings will be produced to
make the study more enough for anybody who may wish to study or carryout
related work in future.
TABLE OF CONTENTS
TITLE
PAGE
II
APPROVAL
PAGE
III
DEDICATION
IV
ACKNOWLEDGEMENT
V
ABSTRACT
VI
TABLE OF CONTENTS
VIII
CHAPTER ONE
INTRODUCTION
1
STATEMENT OF PROBLEM
6
OBLECTIVE OF STUDY
7
SIGNIFICANCE OF THE STUDY
8
RESERCH
QUESTIONS
10
LIMITATIONS OF
STUDIES
13
CHAPTER 2
LITERATURE REVIEW
15
CHAPTER 3
METHODOLOGY
27
DATA COLLECTION
28
RESERCH DESIGN
29
MEASURING
ISTRUMENT
31
RESERCH SAMPLE
33
DATA ANALYSIS
CHAPTER FOUR
DATA ANALYSIS
35
RESULT
DISCUSSION
45
CHAPTER FIVE
SUMMARY AND RECOMMENDATIONS FOR
FURTHER STUDY
LETTER TO RESPONDANCE
48
QUESTIONNAIRE
49
REFFERENCE
56
BIBLIOGRAPHY
58
CHAPTER ONE
BACGROUND OF STUDY
Advertising is defined as a
non-personal communication of information usually paid for and it is usually
persuasive in nature, about products, service or ideas by identified sponsored
through various media.
Advertising is a market tools that
serve several functions it identifies and diferenciate them from others. It
also communicate information about the products.and induces the trail of the
new products by new users and sugest repurchasing by existing users to increase
product use.it also build brand reference and loyalty etc.
According to history the advertising
began in the early times when most people could not read and write, the nature
of advertising changes from time to time since its origination, perhaps as
400B.C, until the invention of printing press in about 1436.since then its role
has been significantly altered at laest twice. Once in response to the
industrial and and once with the annual of affluent society.
The past world war II era has been
marked by growth and television adverts, intense marketing competition and
increased attempts to differentiate products through strategies or other
techniques.
Naturally, advertising is governed
by the strategy, the basic message remains the same whether it is in television
process, posters or radio. But each medium calls for differing technique and
offers its advantages and opportunities.
With television you can communicate
in both sight and sounds usually in bonus of movement. This is what makes the
television so powerful in one particular area that of demonstration.
With the coming of commercial
television in 1955, we have for the first time III Britain the ability to go
right into homes of consumers and demonstrate our products with all the
persuasion of door-to door salesmen.
Television as a medium of
communication was however not popular in Nigeria before the mid 70s its high
cost and was this restricted to the rich. The above situation was changed of
the era of oil boom and udoji awards to own a television set at a disposal
price.
Today, television as a medium of
advertising is now very popular as it is now found in almost every home, even
in a remote village, so everybody can now have access to usual communication by
watching adverts on television, either in their houses or in their neighbor’s
house. This enable the manufacturer that advertise his products to be rest assured
that the message will get to the target audience.
The effect of television adverts on
the buying habit of the consumers, especially peak milk is the thrust of this
project from common sense indicates every product has a competing substitute.
The effect of television adverts on
the buying habits of consumers is the paramount importance to this researcher.
Hence television is an effective way of bringing message to consumers because
of its characteristics way of combing pictures and sound, they trends to see
hear and commenced if not wholly but partly towards a particular advert, such
that will convince the target audience, the advertises must understood the
complexity of human behavior and the variety of effects on behavior.
As advertises become aware of behavioral
characetics, they can use those characteristics features to defined new markets
and develop advertising campaign for those markets.
Consumers behavior is affected by
both internal individual influences include the consumer perception of the world,
the world consumers learn and habits they have developed. External individual
influences include the consumer family, social structure and culture.
The way this influencing factors
integrated within the consumer determine how that consumer will behave it. His
reaction towards a particular adverts. The incitation of an instance of modern
times advertising, It can be said that adverts or practice of adverts is as old
as man. One can assume that the first adverts on earth surface is between the
serpents Eve and Adam her husband, because Adam and Eve were first victims of
the overwhelming power of advertisement in Europe. The oldest method of
advertisement used by the early craft man was town crying and signs.
In addition advertising has helped
or has been useful to industries [manufactures] by way of helping them to
advertise their products, its features and area of location and sales. They
build brand preference and royalty. Television adverts had been used to battle
against competitors by introducing distinctive contour design. E.g. peak milk
used some slogan such as milk as its peak, rich and creamy, contains 28
vitamins and minerals and “instant full cream powered milk. All these have been
used to promoted salves of peak milk and which has made people to prefer peak
milk and which has made people to prefer milk to other brands e.g. Three crown
and cowbell. The new handy packed sachet peak milk is now in the market selling
more than any brand of milk.
In conclusion advertisement must
attract attention, stimulate interest, create desire, inspire conviction and
influence action. The copywriter and the visualize work as a team to answer the
realization of these objective.
1.2STATEMENT OF THE RESEARCH PROBLEM
Their has been controversy for
sometime about the effectiveness of television as a medium for advertising.
There is this belief that commercials in other communication media like the
print and radio will effect the behaviour of people more. In a country like
America where advertising on television has attained high heights, there is a
belief that most people used the time occupied by commercial breaks to go to
countries to do other things, meaning that a large number of consumers may not
watch T.V commercials.
Moreover, there is this feeling that
because of the abstract communication method sometimes used in television
commercials, people find it difficult to understand the message which they
convey.
People in certain cases have already
formulated attitudes towards certain adverts that can hardly be changed. In
such cases that effect of communication or adverts are almost null.
1.3OBJECTIVES OF THE STUDY
The research deals on if television
adverts actually have some effects on the buying to habit of consumers,
especially peak milk and to find out if such aim is being realized through
product demonstrated in television advertising.
Now I am dealing with the effect of
television adverts. It is pertinent to narrow it down to viewers of television
in terms positive and negative responses. The purpose of this study is to find
out if television adverts aid in gaining initial `adverts attention aid
promotes aid products identification to buy the product or not [peak milk] this
research is also geared to towards whether televising advert any effects on the
buying habit. That is, to identify what actually motivates the consumers in
making a choice.
Example is seen when people prefer
peak milk to three crown milk and cowbell milk. This will also look into
whether some factors like cultural beliefs, personal opinion and recommendation
by other in any way influences person’s urge in making choice.
The viewers [target audience] to the
television had have to be contained as well. This study will equally assess the
level of penetration of television advertising on people of different age
groups as income bracket and sex.
1.4SIGNIFICANCE OF THE STUDY.
The research will show the need for
unique selling appeal and reputation of television messages for a product like
peak milk. It will also enable the producers and advertisers of products to
understand the best method to reach their prospective consumers and also to
know why television advertisement and why it is mostly preferred to other
media.
There is a serious competition of
different products in the market today. It is as a result of different means of
advertising in the country. The advertisers are trying their best to see that
their products creates awareness through the best means of advertising.
The consumer on the other hand seem
to be confused as to which medium of communication relays the advertisers
messages properly and which of media adverts have effects on them.
Therefore, it is necessary to carry
out this study to know whether television advertisement really has effects on
the buying habit of consumers, advertising people wants adverts made with real
human being that are already known that with simple cartoons.
1.5RESEARCH QUESTIONS
In any research, the research is
always aiming at a particular direction to purpose. This is why it is necessary
that certain question should be used in this study as other things revolve
around the questions.
1To what extent does television
adverts influence the buying habit of consumers on peak milk?
2Does repetition on adverts create
desire on consumers product purchase?
3Are consumers more likely to
remember product seen in television advertisement than any other media of a
advertisement?
Answer got will enable researcher
find out if actually television adverts do consumers in their choice of products.
1.6HYPOTHESIS
HI Television advert have adverse
effect on the buying habits of consumers.
Ho Television advert do not effects
on the buying habits of consumers.
H2 Repetition of adverts on
television do motivates consumers to action .
Ho Repetition of adverts on
television do motivate consumers to action.
H3 Consumers remember quite often
products seen on television than in any other means of advertisement.
Ho; Consumers do not remember
product seen in television adverts often.
1.7CONCEPT IONAL AND OPERATIONAL
DEFINITON
In this section, the researcher has
decided to explain some certain terms which the reader might find confusing and
also for easy understanding of the project.
ADVERTISING; Act of making something
deliberately known to be people through any of the channel mass communication
and persuading them for positive action towards that thing.
TELEVISION ADVERTING; All marketing
communication about product or services channel to the public though the
television usually by an identified sponsor.
BUYING DECISION; The ability of the
consume to conclude to the purchase of a particular product.
INFLUNCE; Power to effect somebody’s
or peoples character belief or action through example or powerful presentation.
INTERNAL INFULENCE; These are
personal needs and motive of the consumers, his perception, the habit he had
developed that influence his behavior.
EXTERNAL INFLUENCE; These are the
environmental influence the consumer such as family’s social structure and
culture.
1.8ASSUMPTIONS
The research study has a residence
of Enugu urban as focus, to find out the extent television adverts have
affected the consumers of peak milk on their buying habits.
Enugu urban is considered
appropriate for the fact that it has more television viewers than anticipated
for this study and which will help the researcher in eliciting the desire
information. It also has the desired population expected of people and so the
researchers are commenced.
1.9LIMITATION
Like most human endeavors, this
study is not derived of limitation. Its result can therefore not be very
conclusive. The whole truth is that, this is the researcher first attempt of
some scientific study is in itself limiting factor.
Inadequate finance has also posed
same limitations to the study. The larger the sample, the more efficient will
be the result I will get. But due to inadequacy in financial assistance which
would have aid the researcher made the sample size to be limited to 300.
Another militating factor was the
scarcity of materials for indebted findings.
There was the absence of any
previous research on the approved topic. A more detailed work would have been
done on this study but t his was not possible because of the study thoroughly
and this also have been responsible for any minor flows that occurred in the
study. The researcher therefore recommends that more detailed work be done on
this study to study achieve a better result.
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