The Effects of Television Commercials on Buying Habits of Enugu Metropolis

Filed in Nursing News by on July 13, 2020

The Effects of Television Commercials on Buying Habits of Enugu Metropolis.

Abstract

This study is aimed at finding the Effect of Television Commercials on the Buying Habits of people in Enugu metropolis: A study of Omo and Elephant Blue Detergents. The study made use of survey (sampling) method of social scientific research which involves interviews using structured questionnaire. T

he sample size of 200 people was draw from different parts of Enugu metropolis. In distributing the questionnaire, the researcher considered the respondent’s income level, education level, and ensured that they had television sets in their homes.

In order to get a true reflection of the study group. Five hypotheses were formulated and addressed. The hypotheses validated or invalidated by the data presented and analyzed shows that, television commercials affects the buying habits of Enugu metropolis, people who are exposed to blue detergents’ commercials tend to accept (buy) Omo blue detergent more than other brands, and brand loyalty to blue detergents, is not habitual rather it is influenced by commercials.

Table of Contents

Chapter One

1.0 Introduction

  • Background of the study
  • Statement of research problem
  • Objectives of the study
  • significance of the study
  • research  questions
  • research hypotheses
  • assumptions
  • scope and limitation of study
  • definition of terms

Chapter Two

2. 0 Literature Review

  • Sources of literature
  • Importance of  psychology of commercials
  • psychological Determinant of Buyer Behavior
  • commercials and psychology
  • Sociology and commercials
  • Influences on consumer buying behaviors
  • Needs and motivation
  • Brand loyalty and consumer behavior
  • Commercials
  • Theoretical Basis of consumer behavior
  • Summary of literature
  • Theoretical frame work.

Chapter Three

3.0    Methodology

3.1    Research method / design

3.1   Research sample size

3.3   Sampling Technique

3.4   Method of Data collection / measuring instrument

3.5   Method of Data Analysis.

Chapter Four

Data Presentation, Analysis and Discussion

4.1   Data Analyses

4.2   Discussion

Chapter Five

5.0   Summary, Conclusion and Recommendation

5.1    Summary

5.2    Conclusion

5.3    Recommendations

5.4    limitation of study

Bibliography

Appendix

Introduction

1.1 Background to 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 exists and they (manufacturers) are all fighting for the same consumer’s Naria.

In the past, only multinational companies (blue-chips companies) such as Cadbury food specialists, Lever Brothers PLC and P.Z industries PLC as well as 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 that have justifiably cut down commercials’ expenditure, as they cannot go for heavyweight campaigns for products that are in short supply in the market. Some have completely stopped commercials while those who know the value of commercials 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.

References

Aaker, D.A and Myers, JG, (1989) advertising Management New Delhi: presentee Hall of India private ltd

Agbo, Ben and Fab-Ukozor, Nkem, (2000)  mass Communication: purpose, principle and practice, Enugu: John Jacob’s Classic publishers ltd.

Doghudge, C (1987) Adverstising in Nigeria perspective; Lagos: zue bureau

Kotler, p (1964) principles of marketing: New York: Presentee Hall Inc.

Maccarthy, J (1935) A dynamic Theory of personality; Dehli: Mcgraw Hill Book Co.Inc

Pride, W. M and Farred, O.C (1985) Marketing Basic concepts and Decisions Houghton: Miflin co.

Laridge, R and Steiner, a (1961) A model for predictive Measurement of Advertising effectiveness, Journal of marketing.

James, Gibson (1981) consumer Behavior and marketing Action. Boston: kent publishing co.

Jean- Jacques lambin (1976) Advertising competition and Marketing conduct in Oligopoly overtime; Amisterdam: Nork Hall and publishing Co.

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