The Impact Of Television Advertising As A Critical Element In Influencing Consumer Choice In Relation To Perception Of Mtn And Globacom Adverts Among Unizik Students

INTRODUCTION 

1.1 BACKGROUND OF STUDY

Information dissemination as we know today, has developed over a number of centuries, changing the patterns of life of the world. The world has become smaller not in size, but by technological development in the areas of communication. Technology has revolutionized communication in that access to people, communication, information, practically any where in the world has become quicker, cheaper and easier. 

As a matter of fact, not only that it is possible for people to communicate with other people living hundreds and thousands of kilometers away from them but 

“We have also come to live in a world where one Person, by the manipulation of nature, could be in touch with millions of people in different places at the same instant? (Sand bank 1992)

One of these technologies of the 21st century that has over thrown the requirement of time and space in communication is the Global System Mobile Communication (G.S.M). 

GSM other wise known, as mobile phone is a telephone you can carry (portable) that works from a system, which uses a network of radio station to pass on signals. GSM was originally developed in mid 1990s to provide a standard technology that will unify the confused and incompatible state of the cellular communication in Europe. The Group Special Mobile, was formed by the European conference of Post and Telecommunication to create the desired standards. Although this telecommunication system was originally developed for European use, GSM was soon adopted in Africa, the Middle East, and the pacific regions. 

Nigerian wanting to blend with the trend of time successfully auctioned the global system for Mobile communication licenses in 2001 to Mobile Telecommunication Nigeria (MTN), ECONET Wireless Limited (former Vmobile, presently Zain), Nigeria Telecommunication Limited (NITEL), Global Communication (GLOBACOM) and lastly Etisalet through the Nigeria Communication Commission (NCC). These are the existing GSM companies operating in Nigeria today. 

MTN, Nigeria Communication Limited is part of the MTN group, Africa?s leading mobile telephone based in South Africa, incorporated in Nigeria on 8th November, 2000 as a private company. It secured license to operate digital Global System Mobile (GSM) telephone in February 2001. The company offers a wide range of services like: Voicemail, short messaging services, international roaming, Wireless Application Protocol (WAP) and so on. Their objective is to be the only network that is best connected everywhere in Nigeria. 

Also Globacom Limited is a company registered and licensed as Second National Operator (SNO) in August 2002, with four-in-one license, consisting of Digital Mobile License (DML) other wise known as Global System Mobile (GSM), National Fixed License, International gateway, as well as internet service provider. Globacom owned by Nigeria through its Glo mobile subsidiary on 29th August 2003 in Lagos, launched its GSM services. The company offers a wide range of services to their customers like: 

Enhancing mobile voice and date services based on Alcatel?s Intelligent Network (AIN) solution, its messaging suite, SMS unified messaging services, text to email services and among others. The main objective of Globacom is to be a world-class provider not only in telecommunication but also for entertainment and information in Africa.

However, television is a media of communication, which reaches out to a mass media audience in difference places at the instant. Television also has a greater advantage over other media of advertising, because of its audio-visual power (ability of the audience to see what they listen to). 

Moreover, advertising through the mass media of communication has exposed these two telecommunication giants to their consumers. These adverts which come through newspaper, magazine, radio, television internet, billboards etc have influence consumer choices. 

For the sake of this study, I am examining how television advertising has served as a critical element in influencing consumer choice by selecting their desired GSM network. 

Giving by the diversities and complexities of different products, services, and promos offered by these two GSM giant (MTN and GLOBACOM), television advertising has made it possible for the consumers of these networks to perceive these varied products services and promos offered by these networks. 

Therefore, MTN and GLOBACOM have dominated the telecommunication air space and undoubtedly influencing the perception of their consumer choice using television adverts. 

1.2 STATEMENT OF PROBLEM 

There are different contents of these two GSM telecommunication giants MTN and GLOBACOM, like different products, different promos and among others, targeting the same consumers at a time. As a result, there is a serious competition in which each GSM provider tries to influence the perception and choice of their consumers over their products, services, and promos. 

Also, there is a problem of regular and irregular demand pattern of the services of the GSM companies, which can influence the consumer choice in selecting the desired GSM network. It is in the light of these problems that this study is carried out to ascertain the perception of the consumer over the MTN and Globacom contents and how television advertising have served as a critical element in influencing the consumer choice. 

1.3 OBJECTIVE OF STUDY 

This study intends to find out: 

1. How effective television advertising has influence the consumer choice of GLOBACOM and MTN network. 

2. Which television advert of the chosen network influence the consumer choice of network. 

3. Between MTN and GLOBACOM whose television advert is preferred more by the consumer. 

4. The perception of the consumer over MTN and GLOBACOM television adverts. 

1.4 SIGNIFICANCE OF THE STUDY

This study is significant in the following ways: 

1. To serve as a source of additional information to assisting literature on television advertising. 

2. This study will also bring to our notice the degree of influence television advertising has on MTN and GLOBACOM consumers. 

3. The study will evaluate the perception of MTN and GLOBACOM consumers in making their choice. 

4. This study has the potential of highlighting the contents of MTN and GLOBACOM as well as pointing the way to an effective television advert which will influence the consumer choice. 

1.5 THE RESEARCH QUESTIONS 

For an effective realization of the aim behind this research and objectives set out in this study the following under-listed research questions are formulated: 

1. Does television advertising of MTN and GLOBACOM influence the consumer choice of network? 

2. Does television advertising of MTN and GLOBACOM justify the quality of services rendered?

3. To what extent has television advertising of MTN and GLOBACOM influenced the consumer choice of network? 

4. To what extent does television advertising influence the consumer to retain their network even when there is network problem?

1.6 SCOPE OF THE STUDY 

This research study wish to fathom out the decree of influence of television advertising on MTN and GLOBACOM consumer and the study concentrate on students at Nnamdi Azikiwe University, Awka using MTN and GLOBACOM networks. This is because they are among the greater number of GSM consumers. 

1.7 LIMITATION OF THE STUDY 

It is quite obvious that time and money are always limited. It is because of the above fact, that this research will concentrate on only the four faculties in Awka campus of Nnamdi Azikiwe University, although, this research would be more analytical and indepth, if it would include all the faculties in the campus, but owing to good number of reason, such as time frame of this research and financial inadequacy, it will be carried out on just four faculties.

1.8 DEFINITION OF TERMS 

To enhance a better understanding of this study, the following  terms that are related to this study are defined such as, Advertising, Influence, Consumer, Perception, GSM, and Globacom, among others.

Advertising: This is a communication in the media paid for, by an identifiable sponsor and directed at a target audience with the aim of persuading the members of thee audiences about a product, services and ideas. 

Influence: A strong impression or effect on somebody or something. 

Consumer: The user of a product or the beneficiary of a service or services. 

Perception: To interpret or understand something in a certain way. 

GSM: Global System Mobile. 

MTN: Mobile Telecommunication Network 

Globacom: Global Communication 

S.N.O: Second National Operator.