THE IMPACT OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR

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THE IMPACT OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR

(A CASE STUDY OF UNILEVER NIGERIA PLC, KADUNA STATE)

ABSTRACT

This Research is aimed at examine in a comparative manner ,the impacts of advertising and 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 administer 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

1.0       INTRODUCTION           

Advertisement is highly challenging in any enterprises. It is a powerful communication force and a vital marketing tool, helping to sell goods, 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 ADVERTISING

Advertisement in ancients’ 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. The consumer by ensuring that he received the goods he wants.

The manufacturer by preventing inferior goods from being part 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 out door advertising.

TOWN CRICRS:

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

1.1   HISTORY AND ACTIVITIES OF UNILEVER NIGERIA PLC.

Unilever Nigeria plc (formerly lever brother Nigeria plc RC 113) is a leading company on the industrial sector. It involved the manufacturing and marketing of non-soapy detergents, soap, skin creams, toothpaste, squash drinks, edible oil and fats tea and coffee as well as range of petroleum Jellies and other personal product.

The company first came into existence in Nigeria in (1923), when it was incorporated as a private company under the name lever Brother (W.A) Limited in 1924, the name was changed to West African Soap Company limited in 1955. When the company went public in 1973. it subsequently  change its name to Lever Brother Nigeria limited and on compliance with the company and Allied Matters decree 1990, the company substituted THE WORD “LIMITED” In its names with “PLC” to become lever Brother Nigeria plc.

In accordance with the Nigeria Enterprises promotion Act of 1972 .and 1977, 60 percent of the company’s equity is help by Nigeria citizens institution while the remaining 40 percent is held by unilever oversea holding limited. Lipton Tea Company limited and chase brought pond’s international limited.

Lever Brother Nigeria plc strengthened its foothold in the foods and drink business by merger with Lipton Nigeria Ltd in July 1983 and into personal products business by merging with chase brought  products industries which are located in Apapa the Oldest,Aba factory, build in 1957,producing  detergents, Agbara, a food factory which was commissioned in 1983 and Oregun, the latest after the merger of unilever Nigeria limited, with lever brother Nigeria plc, and this is where the manufacture of our personal product  is consolidated. The business is start up by producing bath soaps using palm oil on the Apapa factory which  was commission able on 1924.Eversince expansion has taken place  to includes the production of international toilet soap brands Lux, Astral and Asepsis. Agbara factory in Ogun state, which is the third factory are for the manufacturing of edible products. The factory produce blue band and planter margarines, tree top squash drink ,industrial oils and facts .(three master line range of products as well as Aroyo and covo cooking oils. this factory also refines vegetable oil for third parties in December 1989, the factory stated producing a food seasoning Royco .

The Lipton tea factory ,formerly in BURMA road, Apapa has been fully relocated in Agbara in order to consolidate the production of our food products in one location. The master line bakery for new product development with  specific emphasis on the use of local raw material. Chase brought product division formerly at Isolo has also now been relocated to Apapa, manufacturing the popular Vaseline petroleum jelly and ponds range of skin and hair care products.

1.2    STATEMENT OF GENERAL 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. It is claimed that many people, especially when they go to market and see an advertisement, they end up buying product for which they never budgeted.
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. To the anatomist of advertising, such claims are immoral and may corrupt the society the more.
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    PURPOSE OF THE STUDY

The purpose of the study is to find out what advertisement really is. the researcher would also analysis the impacts advertisement has  on consumer buying behavior if any. It is important to determine the extent to which advertisement can actually affect the buying behavior of consumer. Furthermore, the researcher would like to determine whether advertisement could achieve product awareness or not.

1.4    OBJECTIVES OF THE STUDY

The main objectives of the study as to examine in a comparative manner the impacts of advertisement and consumer buying behavior with a focus  on unilever Nigeria plc.The study would specifically attempt to achieves the following objectives.

1. To identify the advertising strategies 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 serious.
5. To provide suggestion and recommendation for the improvement of advertising performance of unilever company.

1.5    STATEMENT OF HYPOTHESIS

The working hypothesis for this work will be that

HO: – Advertising does not have influence on consumer buying behavior

 H1- Advertising do have influence on consumer buying behavior.

HO: – Advertising do not contains the necessary information about a product

HI:  – Advertising contains the necessary information about a product.

1.6   SIGNIFICANCE OF THE STUDY

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

1.7    SCOPE OF THE STUDY

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

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 constraints which include time, lack of relevant literature or reading material, lack of Full Corporation by the interviewees and most of all the financial constraints.

1.8   DEFINITION OF TERMS

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

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

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

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

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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