SOLD BY: THE IMPACT OF ADVERTISING ON CONSUMER BUYING BEHAVIOR
(A CASE STUDY OF BENUE BREWERIES LTD MARKURDI, BENUE STATE)
ABSTRACT
This project is aimed at
determining the impact of adverting on consumer buying behavior.
Advertising which is said to be a non – personal presentation and
promotion of ideas goods and services by an identified sponsor is very
important to the growth of an organization such as increase sales,
increase market shares. However firms use advertising to measure its
effectiveness to achieve the following: To design an advertising message
which help to determine whether people will pay attention to it,
whether they will look at it or hear it. Also customers as well often
deserve advertising for variety of reasons to educate them, to persuade
them, to win, to feel good and for show off. Lastly, remark opinion that
includes benefits firms enjoyed in advertising their product as a
result of effective measurement enhances change in increase of market
share.
CHAPTER ONE: INTRODUCTION
1.0 BACKGROUND OF THE STUDY
Advertising is any paid form of non –
personal presentation and communication of ideas, goods and services by
an identified sponsor to the general public. Nothing happens in the
business until something is bought and sold. The saying goes that “in
the word of commerce bringing the buyer and the seller together is the
role of advertising”. In the same taken as in above advertising is
needed to reach a wider market by making a favorable influence on the
consumer buying behavior. The basic function of advertising is to
communicate information about product or services, its features fill the
communication link between the producers and the consumers. As one of
the important elements of marketing communication mix, any business firm
as a powerful strategy in supporting other marketing activities
increasing awareness and stimulating demand for a product which
consequently result in appreciable returns in the total sales of the
firm. Advertising is obviously not a new activity to this modern
society. It is an old practice that could be dated back from the binging
of history. There are proves that indicates that signs were used in the
ancient days to announce the coming of festivals, meetings, market
days, death of important personalities, events and other useful
information in the town. For example, people in the eastern part of
Nigeria painted their walls with picture to announce the beginning of
certain events. To understand the history of advertising, it is grouped
into stages:
TRADE MARK:
Trade marks were used by early craftsmen
who make certain products. Product could be sold except they carry the
trade mark of the person that made them. From this one should know how
trademarks acted as a sort of advertising for crafts men who were known
for better quality product.
SIGNS
Early trade used signs for advertising
purpose. Commercial message were printed by those trade to signify the
product that were ready for sale. The painted message which might be
different colours, it tells where exactly to buy a certain product
without necessarily going round the town looking for where this product
is sold.
TOWN CRIERS
The development of advertising is also
traced to the use of town criers, people were paid to go round the town
on the streets to announce the sales of products as well as informing
people about important news and public events. This form of advertising
is still practiced today in some of our villages in Nigeria and other
countries.
Today, advertising comes in different
forms such as persuasive, informative, competitive, direct and indirect
advertising e.t.c as a result of the advancement in sciences and
technology, these include the radio, television, news papers, outdoors
and direct mail advertising.
1.1 HISTORICAL BACKGROUND OF THE CASE STUDY OF BENUE BREWERIES LIMITED MARKURDI.
Benue breweries limited is situated at
5km away form makurdi along Gboko road on an elegant piece of land
measuring 15 hectares at the bank of Benue River.
The company was incorporated in March 1978 with limited liability, however the plant was commissioned much later in July 1982.
In February, 1998 Sona group took over
the control by acquiring 85% share holding through international Beer
and Beverage industries Kaduna. The balance 15% continued with the Benue
state government.
After the necessary refurbishment of the plant the first brew was out on 14th
January 1999. The bottling started a month later and sales commenced from 4th
April, 1999 After a relaunch of more Lager Beer into the market. The
company preferred to continue with the same trade name (MORE LARGER
BEER) but different market strategy. The company has continue to grow
since.
1.2 STATEMENT OF PROBLEM
Advertising calls for creation of
awareness by educating and enlighting customers about a firms products.
This will enable the firm to match competition in the market place. It
as well enable firms to create enabling relationship with their present
customers by reminding them about the firms offering.
However the story is not encouraging
after taking a look at the current mode of advertising in the market
place. Advertising tends to discourage most customers today as most
firms employ to the use of deceptive message/nature, it leads to impulse
buying and it also gives room for offensiveness. Consequently any firm
that fails to consider the above listed problems will definitely face
the following challenges: it will not be able to match competition, it
will lose customers and it will also witness low market share.
1.3 OBJECTIVES OF THE STUDY
The general objective of this study is
to examine the impact of advertisng on consumer buying behavior, at the
other hand, the specific objectives is to determine:
- The impact of deceptive message of advertising on consumer buying behavior.
- The role of impulse buying plays by advertising on consumer buying behavior.
- The impact to which offensive advertising plays on consumer buying behavior.
1.4 RESEARCH QUESTIONS
- To what extent does the impact of deceptive nature of advertisng on consumer buying behavior.
- To what extent does the role of impulse buying exhibited by advertising on consumer buying behavior.
- To what extent does the impact of offensive room created by advertising on consumer behavior.
1.5 STATEMENT OF HYPOTHESES
The researcher is carrying out this
write up most be able to relate the following hypothesis question, using
the two of the hypothesis:
- Alternative hypothesis
- Null hypothesis
HI: The deceptive nature of advertising will significantly affects the impact of advertising on consumer buying behavior.
- HO: Impulse buying created by advertising does not significantly affect the impact of advertising on consumer buying behavior.
- Hi: Impulse buying created by advertising will significantly affect the impact of advertising on consumer buying behavior.
Ho: The offensive nature of advertising does not significantly affect the impact of advertisng on consumer buying behavior.
Hi: The offensive nature of advertising will significantly affect the impact of advertsing on consumer buying behavior.
1.6 SIGNIFICANCE OF THE STUDY
The significance of the study is to
examine critically the impact of advertisng on consumer buying behavior.
The study will also encourage mangers of organization and guide the
company or organization and its potential consumers with the impact of
advertising on consumer buying behavior.
Finally this research work research work
will be of tremendous importance to the researcher since it is a
partial requirement for the award of National Diploma (ND).
1.7 SCOPE OF THE STUDY
The study covers the theoretical issues
of advertisng on consumer buying behavior. This study is limited to
Benue Breweries limited makurdi, Benue state. However, theoretical
issues may reflect view and position of other authors elsewhere.
1.8 LIMITATION OF THE STUDY.
The scope of this study will be limited
to the impact of advertisng on consumer buying behavior. This research
is limited due to the following:
- Most company documents are kept in top secret and as such very vital portion of information may not be disclosed. There agree information may only prove inadequate for a project of this kind.
- Finance: due to non availability of funds to undertake research to the fullest satisfaction the questionnaire administered are few for the respondent.
- Time: the time allocated for this research work was not enough as a result of that the researcher could not covers as much as expected due to time constraint.
1.9 DEFINITION OF TERMS
ADVERTISING: it is any paid form of non – personal presentation and promotion of ideals goods and services by an identified sponsor.
MARKETING: It is a
social and managerial process by which individuals and groups obtain
what they want through creating, offering and exchanging product of
value with others.
MARKET: Refers to the
group of customers or consumers organizations that is interested in the
product, has the resources to purchase the product, and is permitted by
law and other regulations to acquire the product.
CONSUMERS: is an individual who buys products or services for personal use and not for manufacture or resale.
CONSUMERS BEHAVIOR: It
is the study of how individuals, consumers, groups or organization
select buy, use and dispose ideas, good and services to satisfy their
needs and wants.
REFERENCES
Philip, Kotler. (2008): Principles of Marketing. 12th Edition (New Jersey Pearson education Inc). pp 450 -468.
Philip, Kotler. (2002): Marketing Management .10th Edition (India: prentice Hall Inc). p 578.
Ifeanyi .C. Achumba. (1994): Marketing Management. 1st Edition (Lagos Mukugamu printing press ltd) p195.
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