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(A SURVEY OF SELECTED HOTELS IN RIVERS STATE)
ABSTRACT
The main objective of this study was to examine the relationship between advertising and acceptance of intangible products in some selected Hotels in Port Harcourt. The study was delimited to Port Harcourt Rivers state with emphases on Hotel Presidential, Sparklyn Hotel and Suites, Denami Hotel, Manor Hotel and Le Maridien Hotel, Port Harcourt. The population of this study constitutes management and staff of all hotels in Port Harcourt which was unknown. The sample size of this study was a judgmental sample of 85 respondents which comprise of both the senior and junior staffs of the sampled hotels in Port Harcourt. The data collected were processed electronically using statistical packages for social sciences (SPSS). The statistical test used in the analysis of the data collected was pearson product moment correlation coefficient. Based on the analysis, the finding showed that there is a significant relationship between product advertising and acceptance of intangible products. The study shows that the dimension of advertising relate significantly with the measures of intangible product acceptance. Based on the above, it was recommended amongst others that management should invest in institutional advertising so as to compel enhance customer patronage and acceptance of intangible product.
TABLE OF CONTENTS
CERTIFICATION iii
DEDICATION iv
ACKNOWLEDGEMENT v
ABSTRACT vii
CHAPTER ONE 1
INTRODUCTION 1
1.1 Background of the Study 1
1.2 Statement of Problem 2
1.3 Objective of the Study 3
1.4 Research Question 4
1.5 Research Hypotheses 4
1.6 Significance of the Study 4
1.7 Scope of the Study 5
1.8 Limitation of Study 6
1.9 Definition of Terms 6
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CHAPTER TWO 8
REVIEW OF RELATED EMPIRICAL REVIEW 8
2.0 Introduction 8
2.1 Conceptual Framework 8
2.1.1 Concept of Advertising 9
2.1.2 Dimensions of Advertising 12
2.1.3 Institutional Advertising 13
2.1.4Product Advertising 13
2.1.5 Comparative Advertising 14
2.1.6 Informative Advertising 14
2.1.7 Concept of Acceptance 14
2.1.8 Measures of Acceptance 15
2.1.9 Trust 15
2.1.10 Frequency of Purchase 16
2.2 Theoretical Framework 16
2.2.1 Cognitive dissonance theory 16
2.3 Review of related emperical studies 17
2.4 summary of literature review 19
CHAPTER 3 20
RESEARCH METHODOLOGY 20
3.1 Introduction 20
3.2 Research Design 20
3.3 Population of the Study 20
3.4Sampling Techniques Used 21
3.5 Sample Size 21
3.6 Source of Data 21
3.6.1 Primary Source (s) of Data 21
3.6.2 Secondary Source of Data 22
3.7 Research Instrument for Data Collection 22
3.8 Validity and Reliability of Instrument 22
3.9 Techniques for Data Analysis 23
4.1 Data Presentation and Analysis 25
4.2 Data Analysis 26
4.3 Hypotheses Testing 33
4.4 Discussion of Finding 36
CHAPTER FIVE 38
SUMMARY, CONCLUSION AND RECOMMENDATION 38
5.1 Summary 38
5.2 Conclusion 38
5.3 Recommendation 39
References 40
Appendix I 43
Appendix B 44
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Advertising is “a paid non-personal communication from an identified sponsor, using mass media to persuade or influence an audience” (Richards and Curran, 2002). The contemporary realities of marketing enunciate the fact that, it is not enough to produce a product, package it attractively, and price it right, effectively distributes and display it to adequately meet the need of the consumers. The company should also let the audience know about the existence of the product. In so doing the company must communicate the target market. This involves giving information about the product existence, features, and benefits how it can be conveniently obtained by it’s target audience. Effective communication is a part of a company’s promotional activities, and may also be referred to as co-ordinated seller’s initiated effort to establish channels of information and persuasion to fasten sales of goods and services, or the acceptance of ideas or point of view (Akirika 1996).
The marketing communication mix consist of a promotional tool which include various forms of advertising, sales promotion, personal selling, publicity program and public relations. According to Longman (2000). Advertising is a non-personal paid form of presentation of ideas, goods and services or message to educate the target audience by an identified sponsor.
Winston, (1975) in his own view report that industries, which advertise heavily, tend to have higher profits rate than low advertiser.
Advertising in short holds out the promises of greater and speeds up return that wouldn’t occur without it. Advertising stimulates economic growth by acquainting the consumers with value of products widen the market for these products, pushes forward their acceptance by the consumer and encourage the investment and entrepreneurship necessary for innovation.
So advertising has a long term effect on consumer because of the informational aspect of the message and the persuasive, aspect as well, which will now serve as a reference point for the consumer when they want to act through buying of the product being advertised. It is most effective as a reinforcing of favourable attitudes, values and disposition already held by consumer. From the foregoing therefore, the study seeks to examine the relationship between advertising and acceptance of intangible products.
1.2 STATEMENT OF PROBLEM
Advertising is costly; often its effects are uncertain, and sometimes it takes a while before it makes any impact on consumers’ and acceptance. It is for these reasons that many companies think it appropriate, occasionally to reduce expenditures on advertising or to eliminate it. On the other hand, some companies sometimes consider it unnecessary to advertise when their brands are already enjoying great success without advertisement. Such behavior implicitly fails to consider the fact that advertising is not just a current expense or mere exercise but an investment.
Today, the massive introduction of other different hotels had made way for competition as so many customers who patronize hotel services now share their patronage among the different hotels. However, several studies have been conducted on the advertising (Bamba and Barnes, 2006). Raharso, et al, (2008), conducted an empirical study of the drivers of consumer acceptance of mobile advertising in Nigeria. But no study has been conducted on advertising and Acceptance of Intangible Products with reference to Hotels Services. It is based on the that the study was determined to examine the relationship between advertising and Acceptance of Intangible Products in some selected Hotels in Port Harcourt to bridge the gap.
1.3 OBJECTIVE OF THE STUDY
The main objective of the study is to examine the relationship between Acceptance of Intangible Products in some selected Hotels in Port Harcourt. The specific objectives are as follows:
- To examine the extent to which institutional advertising associate with Acceptance of Intangible Products in Hotels in Port Harcourt.
- To examine the extent to which product advertising associate with Acceptance of Intangible Products in Hotels in Port Harcourt.
- To examine the extent to which comparative advertising associate with Acceptance of Intangible Products in Hotels in Port Harcourt.
- To examine the extent to which informative advertising associate with Acceptance of Intangible Products in Hotels in Port Harcourt.
1.4 Research Question
The following research questions were proposed to guide the study.
- Does institutional advertising associate with Acceptance of Intangible Products in Hotels in Port Harcourt?
- Does product advertising associate with Acceptance of Intangible Products in Hotels in Port Harcourt?
- Does comparative advertising associate with Acceptance of Intangible Products in Hotels in Port Harcourt?
- Does informative advertising associate with Acceptance of Intangible Products in Hotels in Port Harcourt?
1.5 Research Hypotheses
The following hypotheses were formulated to guide the study:
HO1:There is no significant relationship between institutional advertising and Acceptance of Intangible Products in Hotels in Port Harcourt.
HO2:There is no significant relationship between product advertising and Acceptance of Intangible Products in Hotels in Port Harcourt.
HO3:There is no significant relationship between comparative advertising and Acceptance of Intangible Products in Hotels in Port Harcourt.
HO4:There is no significant relationship between informative advertising and Acceptance of Intangible Products in Hotels in Port Harcourt.
1.6 SIGNIFICANCE OF THE STUDY
This research is designed to be of great benefit to both business organizations, governments and the general consuming publics.
It will remind them that advertising helps to promote their product and services to win their acceptance and help gain competitive edge. It will equally be of use to organizations, as it will enable them to know where, when and how consumers appreciate. To the government, it will help them to understand the role of advertising medium is very essential in consumer products.
Again, it will make them check advert that are not to the good of the society and inform the public on how dangerous a product can be to their health.
It will also help in regulating and checking business organization on when a low quality product is being produced and distributed into the market. To the general public, it will help them to know that they have the right to accept or reject an advertisement.
1.7 SCOPE OF THE STUDY
The study is delimited under the following heading: content scope, geographical scope and unit of analysis.
Content Scope: The content scope of this study involves an investigation to ascertain the relationship between Acceptance of Intangible Products in some selected Hotels in Port Harcourt. The dependent variable is Acceptance, measured by Trust and Frequency of Purchase. While independent variable is Advertising measure by institutional advertising product advertising, comparative advertising, informative advertising.
Geographical Scope: This study is delimited in Port Harcourt Rivers State with references to some selected Hotels including Hotel Presidential and Le Meridien Hotel, Port Harcourt.
Unit of Analysis: The unit of analysis in this research involves both senior and Junior staffs of selected Hotels in Port Harcourt which include Hotel Presidential and Le Meridien Hotel at the time of carrying out the study.
1.8 LIMITATION OF STUDY
The study was limited by the following:
The level of frankness in response to questions by the respondents is quite doubtful.
Finance: Accessing fund for the research work was difficult and this limited the quality of research activity.
Time: The time allocated to the research work was not sufficient to give room for further intensive work on the field of study.
Organization Policy: Policies of the organization limited the level of information received. The personnel of the firms were not willing to give information, stating that it was against the organization’s policy.
1.9 DEFINITION OF TERMS
Definition of some of the key words in this work should be briefly discussed below to enable the research to fully digest the media message in the research.
MARKETING: Is the activity, set of institutions, and processes for creating communicating, delivery, and exchanging offering that have value for customers events, partners and society at large American marketing Association.
ADVERTISING: Any paid form of non-personal communication which is directed to the consumers or target audiences through various media to prevent and promote product, services and idea.
ADVERTISING: Advertising is any paid form of non-personal communication about an organization or its product to a target audience by an identified sponsor.
ADVERT: An advertisement.
PRODUCT: An article or substance that is manufactured or refined for sale.
PROMOTION: Activity that supports or provides active encouragement for the furtherance of a cause, venture, or aim.
TRUST: It is a very little information about products attribute and the intent of the marketer to become a fair transaction that can give the positive impact about what customers need and they will absolutely trust the marketers.
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