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ABSTRACT
This research work seeks to find out the Influence of Television Advertisements on Consumer Buying Behavior. For the purpose of this work, the type of research design adopted is the descriptive research. The population of this study consists of 50 marketers and 150 customers in the De United Prima Foods Ltd located at Choba, Port-Harcourt, Rivers State. The research instrument adopted was the questionnaire drawn up by the researcher. The findings of this study show that television advertisement is the most preferred among all other media because of its visual quality. It was also revealed that television plays a very important role in influencing consumer buying habits through its advertisement. The researcher concluded that The frequency of needs satisfaction in this study is very instructive. The respondents show interest in De United Prima Foods Ltd. as a result of their entertainment value. It is therefore recommended that in advertisement, companies should pay more attention to using television as a medium of advertisement. Television should be considered first before any other media of advertising as its influence is most exciting.
CHAPTER ONE
INTRODUCTION
1.10 BACKGROUND OF THE STUDY
One function of the mass media which is becoming increasingly important in the modern world is the economic functions of advertising. The mass media perform this function for the people by bringing together buyers and sellers through advertisements.
Again, the world is fast becoming a common market place of ideas. Many multinational companies have come to realize that people have the same basic needs and desires. Consequently, they have heeded to calls for global marketing and can promote their goods and services using advertisements.
Advertising is one of the promo tools or marketing communication tool with which business and non business organization inform the consumers and influence their behavior. It is one of the fastest growing tools to achieve desire goals.
Television advertising has cost. It offers closeness that other form of advertising are unable to achieve, displaying and demonstrating the product with sound and full colours right before the customers eyes.
Television advertising have great influence on consumer buying behavior.
It influences consumer buying behavior greatly. It sometimes determine their type of buying behavior decisions, it influences them to respond favourably to product offered, offers competitive edge to advertisers, influence their quantity demanded as well as their choice.
In fact, the effect of television advertising on consumer behavior is enormous and inexhaustive. These effects are the central focus of this study. for instance, TV advert is a tool that helps prospects visualize the use and capabilities of a product, especially complex and industrial product.
Advertising is to communicate information about service or idea and thus stimulate demand.
1.11 STATEMENT OF THE PROBLEM
It is a known fact that television advertisement uses persuasive techniques to appeal to consumer’s sense of buying. It is also inevitable that television advertisements have a lot of influence on human behavior.
This influence may be either positive or negative. The kind of influences depend on the kind of advertisements.
Many times, consumers have turned the content of advertisements due to various reasons. Some consumers maintain that the information content of the advert is not enough, while some say that the information content of the advert does not reveal the content of the product.
As a matter of fact, television advert and other media have economic and social impacts or effects on consumer and the society at large. Social critics disclosed that advertising, especially TV advert misleads consumers, make consumers to be materialistic, make consumers to embark on wrong purchase decision, buy product they would not have bought under normal circumstances, visualize distortions, that is, making a product to look large, beautiful and attractive than it really is.
Television advert have also influence consumers buying behavior such that they fall vicious of false testimonials seen on their TV screens.
1.12 PURPOSE OF THE STUDY
This study is aimed at the influence of television advertising on consumer buying behavior.
- To identify the factors that motivates consumers to respond to advertising.
- To discover to what extent people watch advertisement on television.
iii. To disclose the level of influence television advertising has on consumer buying behavior.
1.13 RESEARCH QUESTIONS:
The following research questions are formulated to act as a guide in this research:
- What are the factors that motivate consumers to respond to advertising?
- To what extent do people watch advertisements on television?
iii. What level of influence does television advertisement have on consumer buying behaviour?
1.5 RESEARCH HYPOTHESIS
Ho: Television advertisement has no significant influence on consumer buying behaviour.
1.6 SIGNIFICANCE OF THE STUDY
The study on the influence of TV advert on consumer buying behavior is significantly relevant to scholars, researchers, entrepreneurs, and advertisers.
The study is significant because it will disclose what television advert are, it impact and influence on consumer buying behavior.
The study is also significant because it serve as a reference materials for future researchers.
1.7 SCOPE OF THE STUDY
The scope of the study encompasses the meaning of advertising, role of advertising, types of advertising media and their characteristics, advertising objectives, the economic impact of advertising, as well as the influence of advertising on consumer buying behavior.
1.8 LIMITATION OF THE STUDY
Lack of relevant literature in the form of institutional journals, and hand books written from the Nigerians perspective, to give details information on the writer up, constitute a major constraint in the course of this work.
Therefore, it is the opinion of the researcher that the findings and recommendations be subjected to limit, rather than universal application.
1.9 DEFINITION OF TERMS
TV: Television
Adverts: Advertising/Advertisement
Advertising: A method used to attract the attention of the consumer or audience to a product. It is a means of persuading them to buy your view, opinion, ideas and product which are usually done by a sponsor.
Consumer: Someone who buys goods for consumption.
Television: A piece of electrical equipment with a screen on which you can watch programmes with moving pictures and sounds.
Consumer buying behavior: The acts of individual when and after obtaining economic goods services.
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