CHAPTER ONE

INTRODUCTION

1.1     Background of the Study

Advertisement, as part of communication strategies for marketing, is used to draw consumer’s attention and influence their decision to purchase the advertised products and services.

Advertisement is a mediating tool for marketing and the most vital component of promotional activity; it is used by the marketers to publicise the happenings of the company and their offerings to the consumers. (Krishnakumar & Radha, 2014).

Advertising is the non-personal communication of the information usually paid for and persuasive in nature about products, services or ideas by identified sponsors through the various media (Datta, 2008).

Television advertising is the best selling and economical media ever invented. It has a potential advertising impact unmatched by any other media (Saxena, 2005). The advantages of television over the other mediums is that it is perceived as a combination of audio and video features; it provides products with instant validity and prominence and offer the greatest possibility for creative advertising (Kavitha, 2006).

Television Advertising do not only change emotion but gives substantial message exerting a far reaching influence on daily lives of people (Kotwal et al, 2008). Of all marketing weapons, advertising is renowned for its long lasting impact on viewer’s mind, as its exposure is much broader (Kalke, 2007).

Advertising is a subset of promotion mix which is one of the 4p’s in the marketing mix i.e. products, price, place and promotion.

As a promotional mix strategy, advertising serve as a major tool in creating product awareness in the mind of a potential consumer to take eventual purchase decision. Advertising, sales promotions and public relations are mass communication tools available to marketers. Advertising through all mediums influence audiences, but television is one of the strongest medium of advertising and due to its mass reach, it can influence not only the individuals attitude, behaviour, life style, exposure and in the long run, even the culture of the country (Latif and Abideen, 2011).

For decades, one of the essential problems of manufacturing companies is the knowledge of how the consumer will respond to various things that will be used for achieving their ultimate goals.

 Consumer behaviour as involves the psychological processes that the consumers go through in recognizing needs, finding ways to solve these needs, making purchase decisions (e.g whether or not to purchase a product and if, which brand and where, interpret information make plans and implement the plans) (perner, 2010 as ated in Akekue and igive, 2012).

As the primary mission of advertiser is to reach prospective customer customers and influence their awareness, attitude and buying behaviour. They spend a lot of money to keep individuals interest in their product. They need to understand what makes potential customers behave the way they would like. It also appears that advertising may have the potentials to contribute to brand choice among consumers (Latif et al, 2011). The major aim of advertising is to impact on buying behaviour; however, this impact about brand is changed or strengthened frequently in people memories. Consumer behaviour analysis is to explain why consumer acts in particular ways under certain circumstance. It tries to determine the factor that influence consumer behaviour especially the economic, social and psychological aspects (Ayanwale et al, 2005). When young people choose advertising information and characters as their role models, they may not only identify with them but also intend to copy them in terms of how they dress and what they are going to buy (Latif et al, 2011).

This study attempt to investigate topic “television advertising and consumer purchase behaviour of industrial products.

1.2     Statement of the Problem

Advertisement is one of the determinants of the knowledge of goods by the consumers of any company. Without adequate knowledge of products, the consumer will not know the type of brand, price and where to buy a particular good.

Many firms do not know the kind of advertisement method to use in reaching the targeted consumers. This has effect on the purchase of their products. The consumers need a lot of conviction in order to buy a particular product, most especially if it has to do with a new product in the market.

The problems inherent in this study are aptly stated. They are; Consumer fines it difficult making a repeat purchase on product whose advertisement was not motivating, poor/low firms sales turnover, which could be caused by inadequate use of advertising slogan, and the abstract communication methods used in the television makes it difficult for people to comprehend the message being conveyed.

1.3     Purpose of the Study

The main purpose of the study is to examine television advertising and consumer purchase behaviour of industrial product. Specifically, others are;

1.       To assess the relationship between belief on the consumer purchase behaviour of industrial product of industrial product.

2.       To assess the relationship between information benefits and consumer purchase behaviour of industrial product.

3.       To assess the relationship between negative content and the consumer purchase behaviour of industrial product.

4.       To determine the relationship between culture and the consumer purchase behaviour of industrial product.

1.4     Research Questions

This research seeks to answer questions such as:

1.       What is the relationship between belief and consumer purchase behaviour of industrial product?

2.       What is the relationship between information benefits and consumer purchase behaviour of industrial product?

3.       What is the relationship between negative content and consumer purchase behaviour of industrial product?

4.       What is the relationship between culture and the consumer purchase behaviour of industrial product?

1.5     Research Hypothesis

The following research hypothesis are formulated, they are;

H0:    There is no significant relationship betweenbeliefs and consumer purchase behaviour of industrial product.

H0:    There is no significantrelationship between information benefits and consumer purchase behaviour of industrial product.

H0:    There is no significantrelationship between negative content and consumer purchase behaviour of industrial product.

H0:    There is no significantrelationship between culture and consumer purchase behaviour of industrial product.

1.6     Significance of the Study

It is a real fact that, in any field of human endeavour improvements are achieved by studying about what people do, how they do them, with what effect (negative or positive) and possible need for adjustment, the study of television advertising and consumer purchase behaviour is note exception. The result of the study therefore will be an eye opener towards the important role television advertising and consumer purchase behaviour of industrial product in Nigeria. This study will be significant to the following people, they are;

1.       Education Institutions: It is believe that at the end of this study, the educational authorities will see the urgent and sudden need to introduce television advertising and consumer purchase behaviour of industrial product, and the course to the academic curriculum and at the same time equip her students.

2.       Students: This research work will serve as a vital academic tool for students who may wish to write further on this topic.

1.7     Scope of the Study

This work is to examine television advertising and consumer purchase behavior of industrial products, a survey of selected industrial products. It will be carried out in Rivers State. The content of this study constitute the dimension of television advertising which are belief, information benefits, negative content and culture dimension and the measures of consumer purchase behavior which are buying behavior, consumer preference and purchase intention. The unit analysis of the study will comprises of staff of Saiplus marketing company in Port Harcourt, Rivers State. Saiplus company are marketers of refrigeration, television and computer products.

The study will be limited to Saiplus Company limited in Port Harcourt, Rivers State. Marketers of industrial product such as Refrigeration, television, and computer products, and will basically interview staff of the company.

1.8     Limitation of the Study 

The most limiting factors encountered in course of carrying out this research work were lack of fund. The quality of any research work of this nature requires a substantial amount of stress the researcher passes through, time and difficulty in assessing organizations, companies and firms. Other limitations are the distribution of questionnaire, collection and data analysis.

This work will not go without some visible constraint that in one way or the other affects the quality of this research work. There wouldn’t be enough time to carry out an extensive study of this subject matter.

Time alone is not the constrain as regards producing an extensive research work but finance will be another stumbling block it will encounter as regard getting much materials on the subject matter.

1.9     Definition of Terms

Advertising: The promotion of a product (goods and services) through media out lets (television, radio, websites, newspapers billboards).

Communication theories/ model: A body of rules and principles that applies to or guides the communication process.

Consumer: The consumer is the one who pays something to consume goods and services produced.

Dependent variable: A component that changes based on the valve of their components.

Effect: A change or changed state occurring as a direct result of action by somebody or something else.

Marketing mix: The controllable variables that a company puts together to satisfy a target group.

Purchase: The action of buying a product.