An Assessment Of Facebook And Radio Advertisements On The Purchasing Habits Of University Students.
[A CASE STUDY OF GODFREY OKOYE UNIVERSITY THINKERS CORNER ENUGU]

DATA PRESENTATION AND ANALYSIS

4.1 Introduction

      This chapter presented and analysed data generated from the field. The analysis was based on information gotten from undergraduates of Godfrey Okoye university .For collecting the relevant data needed ,317 questionnaires were distributed among respondents on campus ,of which 240 were returned . This gives the questionnaire a mortality rate of 240%.

The study responded to the following research questions:

1. To what extent are Godfrey Okoye university students exposed to advertisement on radio and facebook.
2. What media channels are preferred by Godfrey Okoye university students for advertisement information?
3. What media channels better informs the purchasing decisions of Godfrey Okoye university students?

4.2. Data presentation and analysis

Analysis of Bio Data

Items 1 to 2 in the questionnaire answered questions on the bio data of the respondents.

     Table 1: Gender distribution

This table above shows that there were 100 (41.6 %) male respondents, while 140 (58.3%) were made up of females, indications show that females were more in number than males in Godfrey Okoye University, Thinkers Corner, Enugu.

Table 2: Respondents Age Bracket

4.1.1 Research Questions 1

To what extent are Godfrey Okoye university students  exposed to advertisements on radio and facebook?

To address this research question, questions 2, 3, 5 and 6 were analyzed.

Question 2: Do you listen to advertisements on radio?

Question 3: how often do you pay attention to advertisements on radio;  This table shows that those who listen to advertisement messages on radio are just 115 (48%) respondents while those who do not are 125 (52%) respondents.

Table 4 showing how often students are exposed to advertisements on radio.

The table above shows that 115 respondents expose themselves to radio advertisements

While 68 (59.1) respondents expose themselves once a day to advertisements on radio, 32(27.8) expose themselves to advertisements on radio two to five times daily and 15 (13.0) respondents expose themselves to advertisements on radio more than five times daily.

Question 4: Do you listen to or view advertisements on Facebook?

Table 5 showing how many students expose themselves to facebook advertisements

The above table illustrates that the respondents who expose themselves to facebook advertisements are 180 (75%) while those who don’t listen to or view facebook advertisements are 60 (25%) out of the respondents.

Table 6 is showing how often respondents that expose themselves to facebook advertisements do that.

This table illustrates how often the respondents expose themselves to advertisement messages with 41(23%) exposing themselves once a day to facebook advertisement message as well 49 (27%) exposing themselves to facebook advertisements two to five times daily with the majority 90 (50%) exposing themselves to it more than five times daily.

4.1.2 Research Question 2

What media channels are preferred by Godfrey Okoye university students for advertisement information.

Question 7 and 8 were constructed to address this question

Question 7: what platform do you prefer getting advertisements from?

Table 7 is showing what medium respondents prefer getting their advertisements from.

The above table  gives a statistical representation of what media channels are preferred by respondents , with respondents that prefer radio for getting their advertisement information  being 83 (32%) whereas respondents that were for facebook being 157 (65%).

Question 8: Give reasons for your answer .

Table 8 is showing the records for reasons the respondents voted in favour of facebook.

The above question is an open ended question which the researcher included in the questionnaire and replies gotten were classified under four categories with those who said they preferred facebook advertisements because of its accessibility coming under the accessibility category 45 (29%) respondents , those who preferred it because it was found entertaining being 35(22%) respondents, with those who found it more informative being 50 (32%) alongside those who preferred it for being credible totalling 27(17%).

Table 9 is showing the records for reasons respondents voted in favor of radio.

The table above illustrates replies gotten from an open ended question from respondents who preferred radio for advertisement information and their responses was classified under accessibility 22.9% ,entertainment 18%,information 19% and source credibility 39.8%.

4.1.3 Research question 3

What media channels better influences the purchasing habits of Godfrey Okoye university students?

Question 9, 10 and 12 in the questionnaire was constructed to address this question.

Question 9: Do you patronize products and services because you saw or heard about them in a commercial on facebook?

Table 10 shows how Facebook influences the purchasing habits of the respondents.

The table above gives a statistical representation of how Facebook influences the purchasing habits of the respondents ,the respondents who voted yes 168 ( 70%) are those whom commercials on Facebook made them buy products while those who voted no 72(30) are those who advertisements on facebook did not influence their purchases.

Question 10: If yes how many products

Table 11 shows how many products respondents who purchased products and patronized services as a result of Facebook advertisements did.

The table above shows how the number of products purchased by respondents who were influenced by Facebook advertisements to do so ,104(62%) respondents purchased one to five products via Facebook ,40 (24%) purchased six to ten products via Facebook while 24(14%) purchased eleven products and above via Facebook advertisements.

Question 12: Do you patronise a product or service because you saw or heard about them in an advertisement on radio.

Table 12 shows how radio advertisement influences the purchasing habits of undergraduate youths.

The above illustration shows how radio influences the purchasing habits of the respondents ;those who voted yes 90 (37.5%) were influenced by radio advertisements to patronise goods and services advertised while those who said no 150(62.5%) are respondents who are of the opinion that radio advertisements does not make the m patron ise goods and services being advertised.