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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