The Effect of Television Advertisement on Consumer’s Brand Choice ( a Study of Airtel Customers in Asaba) Metropolis
CHAPTER ONE
OBJECTIVE OF THE STUDY
- To ascertain of consumers are aware of the adverts of airtel network
- To find out if consumers have easily access to television facilities.
- To ascertain if advertising campaigns by airtel network are wasteful.
- To find out if there is unhealthy rivalry amongst airtel network.
Chapter Two
Review of related literature
INTRODUCTION
Watching how fast the eyes of consumers change from a brand to another, their needs from a product to another, communication through advertising appears like an easy, simple and large way to keep the market in touch with company offers. For this purpose, for (Michael J. Phillips, 1997) advertising create a direct link between consumer needs and corporate offers. Most of the time, no one is aware about latest version or latest item on the market, even how to use a good or where to find it. All information related to such cases is in basic consumer’s requirements and usually belong to marketing plan. We can see here the value and impact of advertising are immeasurable, and the long term can produce positive results as negative. Now everything will depends on how the market will accept, appreciate and behave with what is offered to him. The success of business policy in such a way is the result of good marketing and especially good communication that took into account all aspects of the relationship between the company and the market. The results of an advertising cannot be seen once a product is on the market for all goods just because, for some of them, the target market need a little bit more time to become familiar with this or these new ones, check by himself and get is own idea about that. (Manendra Mohan, 1989) advertising is easily used to communicate about a new product. However, he mentions that because of that commercial communication, expenses made about R&D of that new product can be covered through its sales. Moreover he points out the fact that with advertising we can’t be sure with the success of all new products. Finally, no matter researches, analysis, study made about advertising, the final decision remains to consumer. (Manendra Mohan, 1989) the explicit function of advertising is to make the probable market aware of the reality or presence of the product in the market place. Making an advertising message believable is not easy; though often it is sufficient to make the consumer curious enough to try the product. Such curiosity is often referred to as interested disbelief. (Manendra Mohan, 1989) advertising exposure is less expensive than some other marketing tool such as personal selling. Here instead of going from one door to another one for explaining and presenting your products, with only one commercial communication, a large audience is aware of your offer. However advertising and personal selling are complementary.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine the effect of television advertisement on consumer brand choice. Airtel, Asaba form the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
TEST OF HYPOTHESIS
Ho: Consumers do not prefer airtel to other brands of telecommunication.
Hi: Consumers prefer airtel to other brands of telecommunication.
Ho: airtel has not been able to maintain its hold on the market at the end of the advertisement or sales campaign programmes.
Hi: airtel has been able to maintain it holds on the market at the end of advertisement or sales campaign programmes.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain the effect of television advertisement on consumer brand choice. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of the effect of television advertisement on consumer brand choice
Summary
This study was on the effect of television advertisement on consumer brand choice. Three objectives were raised which included: To ascertain of consumers are aware of the adverts of airtel network, to find out if consumers have easily access to television facilities, to ascertain if advertising campaigns by airtel network are wasteful and to find out if there is unhealthy rivalry amongst airtel network. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from airtel, Asaba. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
TV advert considered as the most active mass market advertisement and this is revealed by the high cost television networks charge for airtime advertisement especially during famous television events (Udochi, 2013). The study assessed the impact of TV advert on consumer choice. The study concludes that participant, jungle and product benefit of airtel network in TV adverts. Many factors such as personal, social, cultural, psychological and others influence customers choice of brand. The study however concludes personal factor is the most important among them. Personal factors such sex, age, educational level. Advertisement is considered as a very strong platform, which has over the years impacted the lives of people since the beginning of ages (Wells et al., 1995). The study concludes that exposure to airtel TV adverts significantly impacted on consumers’ frequency of choosing airtel. This is because TV adverts plays a crucial role to change consumers purchase attention and increase consumer’s awareness of product (All-Share & Salaimeh, 2010).
Recommendation
The recommendations were based on the findings of the study. The following were recommended. airtel TV advert significantly impacted on customers’ frequency of choice. The study therefore recommends that the company should continue with TV advert on the product. The advert should have focused on benefit of the choosing airtel and as well as reassuring the consumers the quality of it.
References
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