Abstract
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).
Chapter one
Introduction
1.1Background of the study
The beginning of the twentieth Century witnessed an outburst of advertising efforts the bottling companies. This outburst was necessitated by the desire to outsell the other in the consumer market, since soft drinks are competitive products. In order to maintain a stronghold of their various market segments, or even to widen an existing market, different advertising strategies erupted prominent among them are sales promotions, sales campaign, point of purchase displays, media advertising e.t.c.
This rampant use of various advertising strategies in eliciting consumers’ response has credited a stiff competition between the telecommunication network like airtel. Constant inundation of consumers with multifarious advertising slogans has even created confusion in the minds of helpless consumers on which products to buy or leave.
Pride and fewel in their book “marketing” explained that an advertisement may a times be informative, or entertaining yet it may fail to get the audience to purchase the product they were of the opinion that the ultimate effectiveness of advertisement is determined by its ability to cause product adoption and high purchases among the potential buyers.
The extent of patronage of any advertised product does not entirely depend on the effectiveness of the advertising strategies. It might sometimes, depend on extraneous factors like economic status of the prospects, belief system, culture, climate, level of education e.t.c. For instance, it will be an exercise in facility to advertise telecommunication network in Asaba.
Similarly, advertising of such luxury goods like vacuum, cleaner, TV set, electric cooker to a predominantly nomadic population will be a wasteful venture. In the above cases, values and economic status respectively play vital roles in changing the people’s behaviour towards accepting advertised product(s).
Advertising is a communication between sellers and buyers with the sole aim of changing the attitude of buyers. From the above definition, it could be deduced that advertising is communication especially from the producers to the target market about a product or organization with the hope of creating awareness, interest, desire and a patronage of the product.
Erickson (1962) defined advertising as “Truth well told”. The American Marketing (AMA) said that advertising is “any paid non personal presentation and promotion of ideas goods and services by an identified sponsor”.
This means that advertising messages are beamed at a group of people that are not personal in nature. Note worthy is the fact that an advertising channel is selected according to its suitability in researching the prospects. E.g. Newspapers and Magazines advertisement may not be helpful in researching an illiterate segment. According to this research, the Nigeria airtel network have used almost all the advertising channels mentioned above to reach their audience. However, in order to arrive at a satisfactory result, only Television may be analyzed here as it affected airtel network
.
1.2 STATEMENT OF THE PROBLEM
i. Low awareness about television advertising of airtel network
ii. Low access of consumers to television facilities.
iii. Wasteful advertising campaigns by airtel company.
iv. Unhealthy rivalry amongst companies advertising their products.
1.3 PURPOSE OF THE STUDY
i. To ascertain of consumers are aware of the adverts of airtel network
ii. To find out if consumers have easily access to television facilities.
iii. To ascertain if advertising campaigns by airtel network are wasteful.
iv. To find out if there is unhealthy rivalry amongst airtel network.
1.4 SIGNIFICANCE OF THE STUDY
The presentation of vital information on the impact of television advertising on consumer preference will be very important in many aspects it will help to reveal some major advertising constrains that mediate against consumers preference for soft drink in a competitive market. When the effects are analyzed and comprehended, it will help the industrialists involve and other their related counter-parts to find the best way to avoid the following constraints:
1. The information collected will tremendously enhance the students performance who intends to carryout research on the impact of television advertising on consumers preference for soft drink in a competitive market.
2. The study will expose them to these role-played by television advertising in a completive market.
3. The study will provide a strategic television which is consumer oriented and which is also aimed at generating, consumer preference. Consequently the company will be opportune to have a high profit margin.
4. On the side of government, the study would help pin point to the long awaited method of promotion television advertisement.
1.6 RESEARCH HYPOTHESIS
Hypothesis one
Ho: Consumers do not prefer airtel to other brands of telecommunication.
Hi: Consumers prefer airtel to other brands of telecommunication
Ho: airtel has 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.
1.7 SCOPE OF THE STUDY
A good research needs to be delimitated to a manageable scope. This research covers the effect of television advertisement on consumer brand choice using airtel, Asaba.
1.8 DEFINITION OF TERMS
Advertising: Any impersonal form of communication about ideas, goods or services that paid for by an identified sponsor.
Brand: A name, term, symbol, design or combination of these elements that feature as differentiating measure of goods or services from one seller to another seller offerings.
Campaign: An organized trend of promotional efforts built around a theme and designed to reach some goal.
Market segmentation: The process of dividing the total market into one or more parts (sub-markets or segments) each of which tends to be homogeneous in all significant aspects.
Consumer market: Consists of buyers who use the product to satisfy personal or household need.
Product: A good, service or idea that offers a bundle of tangible and intangible attributes to satisfy consumers.
This material content is developed to serve as a GUIDE for students to conduct academic research
THE EFFECT OF TELEVISION ADVERTISEMENT ON CONSUMER’S BRAND CHOICE ( A STUDY OF AIRTEL CUSTOMERS IN ASABA) METROPOLIS
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