The Impact of Consumer Perception on The Advertising of Cosmetics Products  in Selected Cosmetics Firms

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The Impact of Consumer Perception on The Advertising of Cosmetics Products  in Selected Cosmetics Firms

ABSTRACT

This research work is on the impact of consumer perception on the advertising of cosmetics product in selected cosmetic firms.

Firms were drawn from Eket L.G.A, due to the number of firms into cosmetic business in the number of firms into cosmetics business in the town.

Chi-square formula was used in the test of hypothesis as seventy two questionnaire were distributed with fifty returned.

The simple random sampling technique was  employed in choosing the firms research.

Test of hypothesis reveals that there is consumer perception on the series volume of cosmetic volume of cosmetics firms, Advertising play a role on the sales volume of cosmetic products and that effective product advert can lead to increase in profitability.

The findings is concerned that perception process is concerned with stimulus. Sensory nerves, attention process may start, colour, and image of an advert for cosmetic product.

This  may be attributed to the fact that perception  is one of the psychological determinants  to consumer behavior.

There are however various factors which could affect a consumers perception of an advert for cosmetics firms as they have an over whelming influence on the consumers ability to have and good and perception of the product.

Advertising entails communication, information, persuading. Etc. cosmetics products have been known for their beatifying attributes therefore always been patronized by men, women, children and adults.

Hence cosmetic firms employ this medium of communication greatly in marketing their products locally and internationally.

Cosmetics firms employ targeted advertising technique link selling technique sell aspiration technique and use of they word  technique in their adverts.

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TABLE OF CONTENT

Title page

Approval page

Dedication

Acknowledgement

Abstract

Table of content

List of table

CHAPTER ONE INTRODUCTION

• Background of the study
• Statement of the problem
• Purpose of the study
• Significant of the study
• Research questions
• Statement of hypothesis
• Scope of the study
• Definition of terms

CHAPTER TWO – LITERATURE REVIEW

2.1  Introduction

2.2  Background

2.3  Advertising

2.4  Consumer perception and cosmetic product

2.5  Consumer perception and advertising

2.6  Summary

CHAPTER THREE – RESEARCH METHODOLOGY       

3.1  Introduction

3.2  Research Design

3.3  Area of study

3.4  Population  of the study

3.5  Sampling method

3.6  Data collection  methods

3.7  Data Analysis technique

CHAPTER FOUR – DATA PRESENTATION AND ANALYSIS

4.1  Introduction

4.2  Analysis of Research questions

4.3  Testing Hypothesis

4.4  Discussion of Findings

CHAPTER FIVE –SUMMARY, CONCLUSION AND RECOMMENDATION

5.1  Summary  of Findings

5.2  Discussion and implication of Results

5.3  Conclusion

5.4  Recommendation

References

Appendices

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INTRODUCTION

1.1  Background of the Study

Cosmetics firms usually employ advertising as the vehicle of communicating to their actual and potential consumers. This enables them explain and demonstrate the use and effects or results of using their products.

These various adverts act as powerful medium of attracting and arousing consumer interest for the product.

However, consumers perceive advertising in various ways, depending on a lot of factors including the consumers state of mind, environment, stimulus objects, pictures, language etc.

Hence, consumers perception often times have noticeable impacts on the advertising of the cosmetics firms.

This could also be due to the nature and usage in which these cosmetics products are been put into accordingly, this calls for and professionalism on the part of advertising agencies and cosmetics  firms in communicating  the use of its products to the consumers.

As this arouse consumer interest hence influencing positively their buying decisions and further increasing sales volume and profitability.

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REFERENCES

Baridam, D. M. (1995)   Research methods in administrative sciences, paragraphic  Port-Harcourt

Evens J. R and Berman B (1984), Essential of Marketing Macmillian publishing company new York

Hawkins D. I et al (1983) Consumer Behavior, Revised Edition, Business Publications INC, Texas

Imoisili, L. C (1996) Social Research methods for Nigerian students malthouse press LTD Lagos

Nnedu, E. E. (1999) consumer behavior. an  unpublished monograph, University of Port-Harcourt

Ofusu, A. (1969) Mathematical and statistical formula

Okeafor, U. S. (1997) consumer behavior  and Apllications Trans-Amadi, Port-Harcourt.

Okwandu, T. A (2004) Research methods and social sciences. Civinics  publishers, Owerri, Imo  State.

Urieto, J. E. (1995) Business Statistics, Paragraphics Port-Harcourt. 

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CSN Team.

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