Role of Television Advertisement on the Buying Habit of Consumers: Using Guinness Stout as a Case Study in Ibadan
Chapter One
Objective of the study
The objective of this study is to find the impact of Guinness advertisements on the buying habits of its consumers in Ibadan, Oyo state. This will help in the formulation of a comprehensive marketing and promotional strategy for Guinness Stout. The specific objectives of this study are:
- To discover to what extent people watch advertisements on television
- To assess what appeals to consumers of Guinness Stout in television advertisements of the product.
- To determine the performance of Guinness Stout alongside other competing brands
- To evaluate how Guinness Stout advertisements influences consumer buying behavior of the product
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Television Advertising
According to McLuhan (1964, p.12), television advertisement is generally considered the most effective mass market advertising and this is reflected by the high prices television networks charge for advertising airtime during popular television events. Television advertisements appear between shows, but also interrupt the programme at intervals. This method of screening advertisement is intended to capture or grab the attention of the audience and keep the viewer focused on the television shows so that they will not want to change the channel. Instead, they will (hopefully) watch the advertisement while waiting for the next segment of the show. This is a technique of adding suspense, especially if the break occurs at a cliff hanger moment in the show.
Although television advertising has been found to have great influence on consumer behaviour, many people still deny being influenced by advertisements. However, Levis (1995, p.37) found that individuals who deny being influenced by advertisements unconsciously bought widely television advertised products. Cheskin came to the conclusion that the effectiveness of television advertisement is mostly below the threshold of consciousness, but unconsciously, we are affected by them. Krugman (1975,p. 4) in support of the fact stipulated that “The public lets down its guard to the repetitive commercial use of the television medium and it easily changes its way of perceiving products and brands without thinking very much about it at the time of television exposure. Levisohn et al (1977,p.5) also mentioned in their study on television advertisement that „it has become, for example a truism to observe that the impact of an advertisement is determined by complex interactions involving the product advertised, the appeal that is made on its behalf, and the consumers.
Television advertisement is also affected by the extent to which it rightly addresses the motives of the prospects. These motives of behaviour are generally accepted as mainly fear, sex, anger and happiness. By doing this, the advertiser is well on his way to helping the consumer reap the benefits of advertising.
Advantages of Television Advertisements
Products can be successfully demonstrated to the understanding of the receiver.
The deaf can see and probably understand television advertisements.
It can reach both literate and illiterate people
It can be timed. Most of them are featured in the evenings.
It can easily arrest the attention of the receiver.
Buying Habits
Burnet (1989, p.12) opined that the process consumers go through in making a purchase varies considerably between low-involvement and high-involvement situations. Product decisions that serve high personal relevance and contain a high perceived risk are called high-involvement purchase, and they necessitate complex decision making. Products at the opposite end of the relevance/risk continuum are low involvement purchases that requires simple decision making. Simple decision making requires very little information and virtually no evaluation. These stages of decision include;
Need recognition
Information search
Outlet selection and purchase decision
Post purchase evaluation
Need Recognition: This first stage occurs when the consumer recognizes a need for a product. This can vary in terms of post purchase dissonance by restating the feature and confirming the popularity of the brand or product.
Information Search: This search can be casual, such as reading ads that will happen to catch one’s attention. Such as searching for information in a publication. Advertising helps the search process by providing information in the advertisement itself.
Outlet Selection and Purchase Decision: The fourth and fifth stage deals with the choice of an outlet and the actual purchase considering variables that affect purchase.
Post Purchase Evaluation: This last stage deals with reconsidering or justifying one’s purchase. This determines whether one will purchase or return it to the store. Many consumers continue to read information even after the purchase in order to justify their decisions to themselves. Advertising helps reduce post purchase dissonance by restating the feature and confirming the popularity of the brand or product.
CHAPTER THREE
RESEARCH METHOD
Introduction
This chapter comprises of methods and procedures used for collecting data for the determination of the role of television advertisements on the buying habits of consumers of Guinness stout in Ibadan, Oyo state.
The format to be used in analyzing the findings of this research are all considered in this chapter.
This chapter explains the following:
Research Design
Survey method is the research method used for this work, with the assertion that surveys are used to gather contemporary data. The survey method was chosen in preference to other methods like content analysis because of its capacity to measure human attitudes and opinions. The researcher generated valid information from samples of human elements that constituted the respondents of the questionnaire issued.
The questionnaire was divided into two parts, which answered the demography of various correspondents and the research questions respectively.
Population of the Study
The current population of Ibadan is approximately 3.6 million, hence making it the most populated area of Oyo state. In 2011, the total population of Lagos was estimated as 7.8 million according to the United Nations (UN, 2011).
CHAPTER FOUR
DATA PRESENTATION AND DISCUSSION OF FINDINGS
Introduction:
The presentation and data analyses were gotten through face to face distribution of copies of questionnaire to the residents of Ibadan, Oyo State. Out of 200 copies, 150 were returned, representing a response rate of 75%.
Analyses were based on both the demographic information and responses to the questions in the questionnaire which were important in answering the research questions.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
Introduction
The purpose of this research was to find out the role of Television Advertisements on Consumer Buying Habit of Guinness Stout in the Ibada, Oyo State.
The research was analyzed using questionnaire, and hypotheses. 200 copies of the questionnaire were distributed, and 150 were retrieved by the researcher. The hypotheses were tested using the chi-square method of analyses.
Summary
The findings of this study show that television advertisement of Guinness Stout is the most preferred among all other media because of its visual quality. Also, consumers who claimed to have preferred Guinness Stout to other competing brands because of other variables such as taste, price, satisfaction and other interpersonal influences admitted to doing so through the influence of television advertisement of Guinness Stout.
Finally, television plays a very important role in influencing consumer buying habits of Guinness Stout through its advertisement.
Conclusion
The study reveals how consumers think, feel and behave towards television advertisements of Guinness Stout. While consumers do not swallow hook, line and sinker whatever advertisements are beamed to them, they are however drawn to television advertisement by appeals of Guinness Stout advertisements.
The study also explains that in television advertisements, the audience must want something, notice something, do something and get what they want.
The frequency of needs satisfaction in this study is very instructive. The respondents show interest in Guinness Stout advertisements as a result of their entertainment value.
Finally, it was discovered that most consumers were influenced to buy Guinness Stout as a result of advertisements that they see on television
Recommendations
The study shows that consumers have certain variables that influence their buying habits such as price, taste, product design and advertisement.
Out of these other variables, advertisement was considered the most role especially with television as the most preferred medium.
It is therefore recommended that in the advertisement of Guinness Stout, the company 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.
The advertising department of the company should design messages that are appealing to men as they are more susceptible to Guinness Stout advertisements. They should also endeavor to check that all claims which they are making about their products such as price factor, taste, quantity etc. which would be reflected on television advertisements are true and authentic.
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