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Influence Of Advertisement On Consumer Behaviour
[A CASE STUDY OF ABIA STATE TELEVISION COMMERCIAL OF MILO BEVERAGE, ON ISIAMA AFARA COMMUNITY IN UMUAHIA NORTH LOCAL GOVERNMENT AREA OF ABIA STATE]
CHAPTER ONE -- [Total Page(s) 4]
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According to Rosson Blatt (1977)
advertising is the voice of business such that when it is heard,
business is said to have been spoken.
All over the world today,
advertising seems to have been recognized as an important tool, which
facilitates the sale of products and strengthens consumerĂ¢â‚¬â„¢s preferences.
Manufacturers who continuously work for the sale of their product tends
to see advertising as an indispensable tool. In Nigeria for instance,
advertising has been employed vigorously on non-price completion to
promote the image of competing product brands.
This largely had to
the establishment and growth of many industries of which Milo was not
left out. Fortune started to smile to these Milo companies at most
Nigerians started consuming Milo and this accounted for the existence of
many more of such companies in the country.
However, with the
recent down ward changes in the economics fortune of the nation and her
people those Milo companies are being faced by declining patronage to
scramble for consumers whose finances and depressed and this in turn has
led to stiff competition and cutthroat advertisement as each
manufacturer of different brands of Milo wants to out do the other to
gain control of a large sparer of the market in order to sustain itself
in business. As a result of the need to communicate to the consumers
information about a particular products personality and features becomes
imperative the manufactures in order to accomplish the task of reaching
the consumers uses advertising to inform them about the product, the
charges it has made and persuade them to buy the products.
However,
manufacturers cannot win the consumers over successfully, or make them
prefer their brand of product if the brand dose not live up to the
expectation of the products advertisement Haller (1977) criticized the
power of advertising Ă¢â‚¬Å“claimsĂ¢â‚¬Â in selling a product. He observed that
when the product feature seem very small or the claims exaggerated the
consumer may change his or her mind not to by that brand anymore he
further remarked that a product will only remain the darling of the
consumers, if it matches up to the claims in the advertisement and meet
the consumers taste, needs and expectation.
Other critics of
advertisement, uphold that adverts hamper consumer choice as large
advertiser uses their power to limit the options to a few will
advertised brands. However, consumer choice and preferences for brands
may be informed by a combination of varied factors including
advertising.
This study seeks to examine primarily the impact of
adverts and other factors such as quality, price, proximity,
availability group influence e.t.c has on consumer purchasing behaviour
thus the main question is can adverts influences the consumer and make
him or her switch from one brand to another.
CHAPTER ONE -- [Total Page(s) 4]
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ABSRACT - [ Total Page(s): 1 ]The aim of embarking on this study was to provide a well detailed account on the Influence of Advertisement on Consumer Behavior using Isiama Afara Community as the case study. The Researcher used survey Research Design in the collection of the data. Because it is easier to sought peoplesĂ¢â‚¬â„¢ opinion using Questionnaire. Stratified Sampling Method are used to get the sample size for this study is 200 .Data gathered from the study were analyzed, tested and interpreted using sample percentage ... Continue reading---
