Impact of Advertising on Consumer Buying Behaviour (a Case Study of Adron Homes and Properties Ltd Abuja)
CHAPTER ONE
Objective of the study
The objective of the study is to ascertain the impact of advertising on consumer buying behavior. Using Adron Homes and properties LTD, Abuja. The specific objectives are;
- To identify media of advertising used to advertise Adron Homes and properties LTD, Abuja
- To determine ways in which adverting influence consumer buying behavior
- To establish how different advertising influence consumer behavior
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Introduction
This chapter provides the theoretical literature review, empirical literature review, research gap and conceptual framework
Literature Review
In conducting this study, the researcher was guided by the following theories;
Psychological Theories
The essence of psychological theories (learning theories) lies in the fact that people learn from experience and the results of experience will modify their actions on future occasions. The importance of brand loyalty and repeat purchase makes learning theory more relevant in the field of marketing. Among the learning theories come stimulus response theories and cognitive theories.
Contributors of stimulus response theories include Purlon, Skinner Thorindike and Kotlew. According to them learning occurs as a person responds to some stimulus and is rewarded with need satisfaction for a correct response. They proved that most frequent and recent stimuli are remembered and responded. This approach is the basis of reported advertisements.
The cognitive theory was propounded by Festinger mainly to explain certain post buying behavior According to it stimulation and want are conditioned by a consumer’s knowledge, his perception, beliefs and attitudes. The theory further states that even after a well thought out purchase the consumers undergo some sort of discomfort, fear or dissonance.
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
Introduction
This chapter presents the description of the study area and techniques which were employed during data collection. These include sampling procedures as well as criteria for selecting the study area. It also covers the instruments of data collection, data processing, analysis, and presentation.
Research Design
The study employed both qualitative and quantitative research methods. Amalgamation of different qualitative and quantitative techniques were ensured. This enabled the maximization of the quality of data. Amalgamation of both qualitative and quantitative research methods is opted because it helps the research to become more comprehensive due to the statistical analysis together with observation, interpretation and interviews.
Area of Study
The study was conducted in Abuja. The researcher decided to conduct the study in Abuja because it is where the Head Office of Adron Homes and properties LTD are located, thus it was easier for the researcher to collect data from respondents who included members of staff of Adron Homes and properties LTD as well as consumers of Forever Living cosmetics products.
CHAPTER FOUR
STUDY FINDINGS, ANALYSIS AND DISCUSSION
Introduction
This chapter presents presentation of research findings, data analysis and the discussion. This chapter contains demographic information about respondents such as age, gender and level of education, type of media of advertising used to advertise Adron Homes and properties LTD, ways in which advertisement influence purchasing behaviour and how different advertisements influence consumer’s behaviour.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
Introduction
This chapter presents the summary of the study based on the research results /findings, objectives, conclusion made by the study, recommendations made by the researcher and areas for further studies. The general objective of this study is to establish the influence of advertising on consumer buying behavior by focusing on Adron Homes and properties LTD. Specifically, the study aimed to identify media of advertising used to advertise Forever Living Products, determine ways in which advertisement influence purchasing behavior and establish how different advertisements influence consumer’s behavior
Summary of the Research Findings
Advertising had been a subject discussed over centuries ago, but prior to the 21th Century, this subject was not as important as it seems now. According to (Roberts, J. 1987) The reason been that, in the 19th century, economist were busy trying to develop the theory of perfect competitive markets, this theory assumed that, there was perfect information in the market and that, consumers had fixed preference for their products which were homogenous in nature.
The general objective of the study was to establish the influence of advertising on consumer buying behavior by focusing on Adron Homes and properties LTD. The specific objectives were: to identify the media of advertising used to advertise Adron Homes and properties LTD, to determine ways in which advertisement influence purchasing behavior, to establish how different advertisements influence consumer behavior.
The following are among the key findings of this study:
Most of the Adron Homes and properties LTD consumers have middle aged from 30 to 40 years old
Women engage more of Adron Homes and properties LTD
The majority of business persons involved on Adron Homes and properties LTD posses degree level of education
Advertising of Adron Homes and properties LTD products has been outlined as the most significant factors by respondents. Integrated marketing communication mix(promotional mix) elements played a key in consumers adoption and products knowledge, this includes special events and word of mouth which carried majority percentages on its effectiveness on consumers production knowledge and adoption, followed by magazine advertising, use of social media such as facebook,DVD advertising, web based and T-shirts print outs advertising.
Consumers purchasing decisions on buying Adron Homes and properties LTD products is determined by Marketing Communication model such as AIDA model, whereby advertisement creates attention, arouse interests, creates desire and draws attention to the consumers.
The findings showed that advertising influence consumers buying behavior by providing consumers with information about the products and the consumers use that information in purchasing decisions. Information analyzed and have showed direct relationships were products benefits, price, quantity, quality, ingredients, packaging, product name, color and product consumption testimonials
Recommendations
The country is experiencing much possession of various cosmetics products users and this brings stiff competition under this circumstance, it is essential to investigate what motivates consumers to buy forever living products. This research has shown that advertisement as part of the promotional mix should be given the highest priority by the Organization preceding pricing and distribution of forever living products
The business transactions at forever living Company should be market and customer centered/ driven
Customer relationship management is the system of managing the Organization by interacting the sales, marketing and other department with the major goal of satisfying the customer. This can be assisted by the use of technology in the interaction process (Kotler, 2007).With the increase competition in the Adron Homes and properties LTD, Abuja and breakthroughs in technology advancement in Tanzania and East Africa, innovation, best employees and effective Customer Relations Management are of utmost importance.
It has been found age and the level of education determines the consumers buying behavior of forever living products This called on the need for more promotions, by first analyzing the needs of customers (target market) by assessing which products of the Organization need to design satisfy the target market and increase the market share of forever living products. This being the part of an effective Marketing Research at Adron Homes and properties LTD, Abuja should adhere the marketing philosophy termed as the customer is the King or Queen (Kotler, 2012).
The assessment on further consumer behaviors needs for effective adoption of forever living products should be identified
Since this study has indicated that product benefits, ingredients, quantity, quality, product price, models used in advertisements, product testimonials, product packaging, product names and product color are significant factors in consumer buying behavior of forever living products especially cosmetic products, it is essential for the Organizations to investigate further what motivates people to purchase Adron Homes and properties LTD, Abuja by looking on other factors such as, past internet experience, income, culture of the society etc. There is a need to reinforce Adron Homes and properties LTD, Abuja to be the learning organization which can learn from the developed countries their performances on the relationship between effective advertising strategies and consumer buying behavior. This can be attained by having a long term plan of training for employees on business process development techniques
Conclusion
From the findings of the study, the researcher concludes that advertising plays a very significant role in influencing consumers buying behavior by providing attracting their attention, arousing their interest, creating desire for the product and finally make them decide to purchase the products. These findings are compatible to the AIDA advertising model which was used in the study.
During the study, the researcher found that Adron Homes and properties LTD uses various advertising strategies namely; event and word of mouth advertising, magazine advertising, Facebook advertising, DVD advertising, trade fair advertising, event advertising, T Shirt and Website advertising. Through these advertising strategies, the company has been able to attract more buyers.
Advertisements used by Adron Homes and properties LTD to promote cosmetics products influences consumer buying behavior by; providing them with information about product benefits, price, quality, ingredients, quality, product quantity, product testimonial, product packaging, product name and product colour. The advertisement creates awareness of the products and attracts more buyers.
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