CHAPTER ONE

INTRODUCTION

BACKGROUND OF STUDY

Advertising is a marketing concept which aims to influence the buying behavior of customers. Whereas consumer behavior is the process and activity by which people select, purchase, evaluate and consume the product or service to satisfy the need or want.(Guolla, 2011)

Television is one of the most recreation sources for women because of its audio-visual communication.

Television (T.V.) enables the creative man to communicate by combining motion, sounds, words, color, personality and stage setting to express and demonstrate ideas to large and widely distributed audience.

T.V. advertisements usually play a role in either introducing a product or reinforcing the familiarity to the product and also convincing to purchase the product. Advertisements are among the most visible of the marketing strategy and have been the subject of a great deal of attention in the last ten to fifteen years. Advertisement cannot only change emotions but give subliminal message. Advertising today seems to be everywhere and ever present exerting a far reaching influence on the daily lives of people (Kotwalet al. 2008a). Advertisements develop self-concepts in order to induce purchase decisions.TV Advertising is a vital marketing tool as well as powerful communication medium. The basic objective of any advertisement is to stimulate sales, direct or indirect by trying to make tall claims about product performance.

Nowadays, there is a competition among marketers to grab consumer attention. Firms generally try to increase demand of goods or services by influencing customers’ preferences through advertising.

 In olden times marketers used different signs and symbols to market their products and also to create awareness for the customers. With the advancement and technology development now organizations focus to use print and electronic media excessively. Use of different marketing promotional strategies has been identified as an effective tool of creating awareness among the consumer population. Among them is popular celebrity attachment with the particular brand. In developing countries where majority of the population live in remote areas; the effects of Television (TV) advertisement are very much high. In these areas TV advertisement enhances the satisfaction level of those products and they prefer to buy that one.(Vinod Kumar Bishnoi, 2009)

Television advertising employs attention grabbing trick such as catchy and pleasing music, lyrics, Jingles, humor and repeated messages. The impact of the advertisements is more on television than the print media or radio.

STATEMENT OF THE PROBLEM

One of the major responsibilities of any company after the production of new goods is to alert the public and make them aware of the new products through the aid of advertisement.  Without adequate knowledge of products, the consumers will not know the type of brand, price and where to buy a particular good.  It might be said that a good advertisement is a life wire of any production company.

Many organizations do not know the type of advertisement method to adopt in order to reach out to their target consumers. The advertisement method is also what motivates the buyers or consumers in response to their appeal to buy the manufacturers’ goods. .  when the expected target consumers are not reached, this in turn affect the ourchase of the 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 advertisement slogan for each particular product of any company, has big role to play in persuading the consumers to buying the particular goods in question.

Effective advertising has to do with adequate marketing strategy of any particular company such as Mary Kay Nigeria.  The advertising strategy to be adopted by any company should be determined after adequate market visibility has been done.

The high cost and Ineffectiveness advertisement media in Nigeria has pose a major challenge to so many manufacturing companies like Mary Kay Nigeria. Most of the newly produced goods, are not given wide coverage of advertisement, in order of reaching amore wider audience.  The cost of placement as it affects what to be paid for per minute advertisement time is always very high.

Due to the high cost of advertisement media, many newly manufacturing companies cannot afford the cost of advertisement or electronic media, and this results to only local means of letting people know about their goods. However, the indelible impact of television advertisement cannot be over looked so this research focuses on the impact of television advertisement on the buying habits of female consumers using Mary Kay cosmetics as a case study.

OBJECTIVES OF THE STUDY

The general objective of the study is to examine the impact of television advertisement on the buying habits of female consumers, A case study of mary kay cosmetics. The specific objectives are:

1.     To examine the relationship between TV advertisement and the buying habits female consumers of Mary Kay cosmetics.

2.     To ascertain if female consumers are motivated by the TV advertisement promises of Mary Kay cosmetics.

3.     To know if the provision of information about the product via TV advertisement influences the buying habits of female consumers of Mary Kay cosmetics.

4.     To find out if the fancy and glamorous TV advertisement of Mary Kay cosmetics attracts female consumers towards the product.

RESEARCH QUESTION

The relevant research questions related to the study are:

1.     What is the relationship between TV advertisement and the buying habits female consumers of  Mary Kay cosmetics?

2.     Are female consumers motivated by the TV advertisement promises of Mary Kay cosmetics?

3.     Does provision of information about the product via TV advertisement influences the buying habits of female consumers of Mary Kay cosmetics?

4.     Does the fancy and glamorous TV advertisement of Mary Kay cosmetics attracts female consumers towards the product?

SIGNIFICANCE OF STUDY

The findings from this study help manufacturing companies to know the necessity to carry out a sirvey on the target market before making a decision on the type of advertisement media they will adopt to get the public aware of the new products. it will help advertisers to make amendments where necessary and to know the best medium to place his advert.  This study will portray the need for unique selling appeal and repetition of television messages finding from this study will also educate advertisers on the uniqueness of the use of television as an advertisement medium, it combines both sound and motion which captivates the consumers and fascinate them towards procuring the advertised products. Theses reason and many other propelled the researcher to carry out a study on the impact of television advertisement on the buying habits of female consumers, using Mary Kay as a case study.

SCOPE OF THE STUDY

The scope of the study is restricted to the impact of television advertisement on the buying habits of female consumers, using Mary Kay cosmetics as a case study.

LIMITATION OF STUDY

The limitations encountered during this study are lack of adequate resources on the subject of study; most of the respondents are not ready to be interviewed and also inadequate time

DEFINITION OF TERMS

Advertising: is the activity or profession of producing advertisements for commercial products or services.

Advertising media: refers to the various media channels through which advertising is done such as billboards, magazines, newspapers, radio, television, and internet

Buying habit: is an individual's or group's normal purchases. Buying habits may shift over time with an individual's or society's changing needs.

Television: is an electronic system of transmitting transient images of fixed or moving objects together with sound over a wire or through space by apparatus that converts light and sound into electrical waves and reconverts them into visible light rays and audible sound.