THE IMPACTS OF ADVERTISING ON CONSUMER BUYING BEHAVIOR

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THE IMPACTS OF ADVERTISING ON CONSUMER BUYING BEHAVIOR

(A case study of Unilever Nigeria Plc. Kaduna)

ABSTRACT

This Research is aimed at examine in a comparative manner, the impacts of advertising on consumer buying behavior with focus on Unilever Nigeria Plc. The method used is questionnaire, personal interviews and documentary conducted to staff of the organization. Two set of questionnaire were administered and 120 for management level, intermediate and junior staff cadre all were return. The researcher discovered that the constant advertisement of Unilever company product have a direct relationship with the consumption pattern of the individual consumer of their product  that the company should continue advertising their product and also similar organization should adopt such trend.

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

Advertisement is highly challenging on any enterprises. It is a powerful communication force and a vital marketing tool, helping to sell goods helping service images and ideals through channels of information and persuasion.Advertisement is not an activity or recent history. In fact, it has been on historical record as far back as the 18^th century in Britain.There is no skepticism that advertisement is very necessary for the success of any business.

EARLY ADVERTISEMENT

Advertisement in ancient’s time was crude when compared with the present day standards. Nevertheless, the   basic reason for employing the techniques was the same .that is to communicate information and ideals to group of people in order to change or reinforce an attitude. Our knowledge of advertising an ancient time naturally was fragmentary. The digging of archaeologist in the countries among, the Mediterranean Sea has turned up evident that the Romance and some of their predecessor has learned that it pay to advertised.

TRADE MARKS

Pride in workmanship compelled early craftsman top place their own individual marks on goods such as pottery. As the one of particular artisan by word of mouth, buyer comes to look for his distinctive mark just as we look for marks and brand names on merchandise today. The guided system with its trade monopolies gave legal protection to these persons permitted to make a certain type of product. Goods could not be sold unless they carried a guide mark and serve penalties were imposed from placing counterfeit marks on the output of non-guild member. This, trade mark has a long history in the worlds of commerce and performs its prime functions of protecting.

i)   The consumer by ensuring that he received the goods he wants.

ii)  The manufacturer by preventing inferior goods from being port of this product.

SIGNS

Some trader like the Phoenicians; painted commercial message  on prominent rocks along trade lanes much on the fashion of some presents day religious sects. These massage extolled the wages that were for sales and were forerunner of modern outdoor advertising.

TOWN CRIERS

In grace, during its golden age, public crier was a civic institution. Men were paid to circulate through the street of city announcing advertising the citizens about the sales of slaves, cattle and other as well as making public announcements.

William (1981) An English adapter of cutter  Being printed and distributed a handbill ,which called a handbill, which called the attention of potential buyers to book of ecclesiastical rules he had just published. Be the middle of the 17^th century, weekly newspaper. Mercury, stated to appear in England. The printing press was then being used on a fashion, which led to the gradual  growth and development of advertising by providing a practical, readily of announcement prominent among early advertiser were importer of product  news to England for instance ,the first offering of chocolate in 1657 and of tea in 1658.

THE DEVELOPMENT OF MODERN ADVERTISING

Although American advertising has roots an English background. If any institution other than democracy itself can be said to be synonymous with American .That institution is advertising for a variety of reason however.

English and American advertising did not follow parallel path of development. Documented evidence on the development  stage of advertisement in Nigeria is scare, however empirical studies reveal that advertisement have been with us since the natural occupational division, which then necessitated the exchange of product since before the exchange can take place ,people have to move around to inform potential consumers. With the arrival of the “WHITE” people ,their ideas and practices on advertising were in cooperated into what is obtained here in Nigeria .thus some foreign agencies were later established.  The arrival of these foreign advertising agencies marks, the beginning of modern and technical advertising on Nigeria.

Recently, there has been the establishment of local advertising firms, in fact these firms have been unionized into what is now called the Association of Advertising practice practitioners of Nigeria (AAPN)

1.2     STATEMENT OF THE PROBLEM

Despite the enormous advantages and praises of advertisement to the success of an enterprise, a lot of controversies have been heaped on the activities of advertising. Some of these problems include:

1. Advertising usually makes people buy what they have no plan to buy i.e. advertising lead to impulsive buying.
2. Advertising in some cases, makes untrue and misleading claims; it is observed that many advertisement makes bogus claims by claiming what the product or service cannot do. For instance, saying that a drug can cure all disease or is been observed in an advert where a product (drug) cure an illness within 5 minute which are not usually true.
3. Advertising lead to incurring of unnecessary expenses for the organization; here, the argument is that if a product is good, it will sell itself and may need no advert. But the argument is based on long established well product. E.g. coca cola.
4.  Some advertising have been promoting indecent behavior among youths by advertising product that are inimical to the well-being of the societies. Examples, advertisement of cigarette and alcohol.

1.3     OBJECTIVES OF THE STUDY

The main objectives of this study are to examine in a comparative manner the impacts of advertisement and consumer buying behaviour with a focus on Unilever Nigeria Plc. The study would specifically attempt to achieve the following objectives.

1. To identify the advertising of Unilever Nigeria Plc  
2. To examine the level of consumer buying behavior and satisfaction with Unilever services.
3. To find out the strategies most applicable, with other company.
4. To understand the level of consumer satisfaction with Unilever services.
5. To provide suggestion and recommendation for the improvement of advertising performance of Unilever company.

1.4     SIGNIFICANCE OF THE STUDY

The main significance of the study was actually to determine the extent to which advertisement can affect the consumer buying behaviour and the achievement which has identify strategies and the level of satisfaction that can improve on advertising pattern of the Unilever plc.

1.5     RESEARCH QUESTIONS

i.   What are the ways of advertising in Unilever Nigeria Plc?

ii.  What are the level of examining the consumer buying behaviour and satisfaction in Unilever Nigeria Plc?

iii. What are the strategies that are most applicable with other company?

iv. How can the level of consumer satisfaction with Unilever services be understood?

v.  What are the methods of improving advertising performance of Unilever Company?         

1.6     RESEARCH OF HYPOTHESIS

The working hypothesis for this work will be that;

H_o:    The constant advertisement of product does not have a direct relationship with the consumption pattern of individual consumer of that product.

H_i:     The constant advertisement of product has a direct relationship with the consumption pattern of individual consumer of that product.

1.7     SCOPE OF THE STUDY

Although a lot need to be written on this research “the impacts of advertising and consumers buying behaviour” but however, the researcher intends to limit the scope of the study to Unilever Nigeria Plc Kaduna.

1.8     LIMITATION OF THE STUDY

A study of this nature is by no means an easy task in the course of carrying this survey; the researchers face a number of constraint which include time, lack of relevant literature or reading material and financial constraints.

1.9     DEFINITION OF TERMS

ADVERTISEMENT: – Any form of non-personal communication through the mass media that is paid for by an identified sponsor.

ADVERTISING: – A process, programmed, sales activities necessary to prepare the message and get it to the intended market or consumers.

TRADE MARK: – Design special name etc use to distinguish a manufacture’s good from other name given by manufacturers to a proprietary article.

TOWN CRIERS:-Employees who make public or a sale of activities necessary to prepare the message and get it to the intended market.

VIGOROUS: These are a very active or determine way, method of doing something.

SIGN: An event, action, fact that shows something exist, happening or may happening in the future

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