The Effects of Television Advertisements on the Consumer Behaviour [Peak Milk Advert in Perspective] a Case Study of Enugu Urban Dwellers

The Effects of Television Advertisements on the Consumer Behaviour [Peak Milk Advert in Perspective] a Case Study of Enugu Urban Dwellers

CHAPTER ONE

OBJECTIVES OF STUDY

To determine the level of acceptance of Peak milk among consumers.
To examine critically the level of awareness that has been generated through the advertisement of Peak milk.
To find out how television medium has helped to create better awareness of Peak milk amongst consumers.
To examine the role of drama or theatre in the television advertisement of Peak milk.

CHAPTER TWO

LITERATURE REVIEW

EVOLUTION OF TELEVISION

The word ‘television’ was first coined by a French man named Persky, it is a hybrid of a name made up of the Greek meaning ‘at a distance’ and the Latin meaning ‘to see’.

The first man to build a television system as we know today and demonstrated it was Bovis Rozing, a Russian. He is regarded as the father of television (Sambe: 98).

The invention of the television was in the work of many individual in the 19^thand early 20^thcentury. Individuals and corporations competed in various parts of the world to deliver a device that superseded previous technology. Many were compelled to capitalize on the invention and make profit while some wanted to change the world through visual communication technology.

TELEVISION IN NIGERIA

The history of television in Nigeria dates back to 1959 when the Western Nigeria Television (WNTV-Ibadan) was established by the government of the defunct Western region under the leadership of the late chief Obafemi Awolowo (Akinfeleye:47).

The establishment of Africans first television station, the WNTV Ibadan was a result of the socio-political disagreement between the leader of the opposition party and the central government when he (Awolowo) was denied air time on the national radio services.

In specific terms, the leader of the opposition party had applied to the DirectorGeneral (DG) of the Nigeria Broadcasting Service (NBS) to grant him airtime to respond to the negative accusation against the opposition group in speech by the then Governor-General of the federation in person of John Macpherson.

After the passage of the bill for the establishment of the television by the house of assembly, the WNTV began a joint venture service with the ORL-Overseas Rediffusion Limited on October 31,1959 (Akinfeleye:47).

A year after Nigeria’s independence, the foreign ‘Overseas Radiovision Services’

pulled out of the joint venture. This gave rise to the establishment of the radio-television services known as WNTV-WNBS (Western Nigeria Television and Broadcasting Services).

CHAPTER THREE

RESEARCH METHODOLOGY

Research design

The study employs quantitative descriptive research design to examine the effect of television advertisement on consumers buying behaviour, a case of Peak milk.

Research Area

This study was carried out in Enugu metropolis, Enugu state. A state in the south eastern part of Nigeria.

Sources of Data

The data for this study were generated from two main sources; Primary sources and secondary sources. The primary sources include questionnaire, interviews and observation. The secondary sources include journals, bulletins, textbooks and the internet.

Population of the study

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 population of this study consists of households in Enugu metropolis; parents, children and home workers.

Sample size determination

A study sample is simply a systematic selected part of a population that infers its result on the population. In essence, it is that part of a whole that represents the whole and its members share characteristics in like similitude (Prince Udoyen: 2019). In this study, 240 respondents, from 100 randomly selected households made up the sample size.

CHAPTER FOUR

ANALYSIS, PRESENTATION AND INTERPRETATON OF RESULTS

The table above shows the percentage distribution of respondents’ age range. The result indicates that the highest proportion of age falls between 27-32 years (70%), with a total of 168 respondents. Meanwhile, 61 respondents whose age range fall within 33 and above recorded 25.4%. Only 11 respondents fall within the age range 21-26, with the least record of 4.58% on the table.

The table indicates the number of respondents who use Peak milk and the average of those who use other types of milks. The greater proportion of respondents with the total of 125 (52.9%) use Peak milk while 111 respondents with the percentage of 47.1% use other types of milk.

CHAPTER FIVE

SUMMARY, RECOMMENDATION AND CONCLUSION

SUMMARY

At the end of this study, the researcher found out that many households in Enugu metropolis who use Peak were largely impacted by the TV advertisement than any other factor. Also, majority of those who use the product are impact by the fact that the product is widely used by people. However, only a handful of respondents purchase the products despite the relatively high price. On the other hand, very few respondents don’t use the products based on reasons best known to them.

A large percentage of the respondent also believe that the TV advertisement of Peak is very effective and dramatic hence their preference of the product.

From the quantitative data gathered the power of the television medium best help to promote products more than other mediums because of its visual tendency to show the products, how to use it and differentiate it from other commodities that have the same qualities.

RECOMMENDATIONS

With the conclusion of this research work, the following are the recommendations;

The researcher recommends that the producer of Peak milk (FrieslandCampina WAMCO) should improve on the quality of the product so that more people will Peak make it their first choice when purchasing milks.

The company should also engage in outdoor advertisement that is bringing the products closer to the households in their various homes and selling it at a cheaper rate so that the old users will Peak continue to use it and those that don’t use it will come in contact with it and want to use the product.

Again the maker of Peak milk should try to make it more affordable so that people both from the poor and rich background will be able to purchase because the product now costs #70 as against the old price #30. The increase in price alone can discourage people from purchasing.

Also, FrieslandCampina WAMCO should make the advertisement available in almost all the TV stations as a way of popularizing the product among prospective buyers.

CONCLUSION

This long essay has helped to prove the power of television advertisement very effective, captivating and educative over other source of media and how advertisement is used as a strategy to make consumers purchase a new product in the market or make them aware of an existing one.

One can then describe TV advertisement as a means of making known a product, an idea, services or goods from new producer. Such a product could be entirely new or a re-packaged one from an existing producer through the new and old means of mass media such as; radio, television, magazines, websites, internets, town criers, gong, posters etc.

Peak is produced by FrieslandCampina WAMCO with the objective of providing users with a unique washing product that can meet their needs. The fact that the milk is skin tolerant and causes more foam is a plus. On a general note, this study has shown that television advertisement is a powerful tool that can be used to impact people’s choice of products. With a creative and dramatic picture, the Peak milk TV advertisement has succeeded in educating and influencing promoting the sales if its users, particularly the young people in Enugu metropolis.

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