Influence of Television Advertising on Consumer Buying Habits of Guinness Stout in Ikeja Community of Lagos State
CHAPTER ONE
Objectives of the Study
This study is aimed at finding out the impact of Guinness advertisements on the buying habits of its consumers in Ikeja community of Lagos. This will help in the formulation of a comprehensive marketing and promotional strategy for Guinness Stout. The short term objectives of this study are:
- To discover to what extent people watch advertisements on television
- To assess what appeals to consumers of Guinness Stout in television advertisements of the product
- To determine the performance of Guinness Stout alongside other competing brands
- To evaluate how Guinness Stout advertisements influences consumer buying behaviour of the product
CHAPTER TWO
REVIEW OF LITERATURE
Introduction
This chapter is a review of related study to the topic: Influence of Television Advertising on Consumer Buying Habit of Guinness Stout in Ikeja Community of Lagos State. Therefore the core examination of existing literature for the purpose of familiarizing ourselves with the existing views and ideas on the study of the influence of television advertisements is very pertinent in this research in order to create a proper documentation of the research.
In this research work, some people were of the view that television advertising on Guinness is unnecessary because the target audience or the consumers already have a lot of information about the product due to its long existence in the beer market. This is however proved wrong in the course of this literature review.
The chapter is organized under the following headings:
- Review of Concepts
- Review of Related Studie
- Theoretical Framework
- Summary of Literature Review
Review of Concepts
The following concepts were reviewed in this study:
- Television Advertising
- Buying Habit
- Ikeja Community
Television Advertising
According to McLuhan(1964, p.12), television advertisement is generally considered the most effective mass market advertising and this is reflected by the high prices television networks charge for advertising airtime during popular television events. Television advertisements appear between shows, but also interrupt the programme at intervals. This method of screening advertisement is intended to capture or grab the attention of the audience and keep the viewer focused on the television shows so that they will not want to change the channel. Instead, they will (hopefully) watch the advertisement while waiting for the next segment of the show. This is a technique of adding suspense, especially if the break occurs at a cliff hanger moment in the show.
Although television advertising has been found to have great influence on consumer behaviour, many people still deny being influenced by advertisements. However, Levis (1995, p.37) found that individuals who deny being influenced by advertisements unconsciously bought widely television advertised products. Cheskin came to the conclusion that the effectiveness of television advertisement is mostly below the threshold of consciousness, but unconsciously, we are affected by them. Krugman (1975,p. 4) in support of the fact stipulated that “The public lets down its guard to the repetitive commercial use of the television medium and it easily changes its way of perceiving products and brands without thinking very much about it at the time of television exposure. Levisohn et al (1977,p.5) also mentioned in their study on television advertisement that „it has become, for example a truism to observe that the impact of an advertisement is determined by complex interactions involving the product advertised, the appeal that is made on its behalf, and the consumers.‟
Television advertisement is also affected by the extent to which it rightly addresses the motives of the prospects. These motives of behaviour are generally accepted as mainly fear, sex, anger and happiness. By doing this, the advertiser is well on his way to helping the consumer reap the benefits of advertising.
Advantages of Television Advertisements
Products can be successfully demonstrated to the understanding of the receiver. The deaf can see and probably understand television advertisements.
It can reach both literate and illiterate people
It can be timed. Most of them are featured in the evenings. It can easily arrest the attention of the receiver.
CHAPTER THREE
RESEARCH METHOD
Introduction
This chapter comprises of methods and procedures used for collecting data for the determination of the impact of television advertisements on the buying habits of consumers of Guinness stout in Ikeja community of Lagos state.
The format to be used in analysing the findings of this research are all considered in this chapter.
This chapter explains the following:
- Research Design
- Population of Study
- Sampling Technique
- Description of Research Instrument
- Validity and Reliability of Data Gathering Instrument
- Method of Data Collection
- Method of Data Analysis
Research Design
Survey method is the research method used for this work, with the assertion that surveys are used to gather contemporary data. The survey method was chosen in preference to other methods like content analysis because of its capacity to measure human attitudes and opinions. The researcher generated valid information from samples of human elements that constituted the respondents of the questionnaire issued.
The questionnaire was divided into two parts, which answered the demography of various correspondents and the research questions respectively.
Population of the Study
The current population of Ikeja is approximately 4.5 million, hence making it the most populated area of Lagos. In 2011, the total population of Lagos was estimated as 11.2 million according to the United Nations (UN, 2011).
Sampling Technique / Sample Size
In order to give everyone a chance to be selected, a simple random sampling technique was used; Balloting system is the sampling technique specifically used under the simple random sampling technique.
It was used to select the sample for residents of Ikeja community in Lagos state who have attained the age of 18 and above. At the end, 200 respondents were drawn from the researcher‟s definite population, and copies of questionnaire were distributed accordingly. Due to the nature of the research, the population has more men than women. Different areas in Ikeja community made up of Alausa, Ogba, Agidingbi and Allen Avenue have formed the population of Ikeja for the purpose of this study. A sample of 120 men and 80 women were selected, each of the areas contributing 50 people each, making a total of 200 people.
CHAPTER FOUR
DATA PRESENTATION AND DISCUSSION OF FINDINGS
Introduction:
The presentation and data analyses were gotten through face to face distribution of copies of questionnaire to the residents of Ikeja community in Lagos State. Out of 200 copies, 150 were returned, representing a response rate of 75%.
Analyses were based on both the demographic information and responses to the questions in the questionnaire which were important in answering the research questions.
The study answered the following:
- Data Presentation and Analysis
- Testing of Hypothesis
- Discussion Findings
Data Presentation and Analysis:
The researcher presented data in both textual and tabular forms for easy reading and understanding of the presentation.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
Introduction
The purpose of this research was to find out the Influence of Television Advertisements on Consumer Buying Habit of Guinness Stout in the Ikeja Community of Lagos State.
The research was analyzed using questionnaire, and hypotheses. 200 copies of the questionnaire were distributed, and 150 were retrieved by the researcher. The hypotheses were tested using the chi-square method of analyses.
Summary
The findings of this study show that television advertisement of Guinness Stout is the most preferred among all other media because of its visual quality. Also, consumers who claimed to have preferred Guinness Stout to other competing brands because of other variables such as taste, price, satisfaction and other interpersonal influences admitted to doing so through the influence of television advertisement of Guinness Stout.
Finally, television plays a very important role in influencing consumer buying habits of Guinness Stout through its advertisement.
Conclusion
The study reveals how consumers think, feel and behave towards television advertisements of Guinness Stout. While consumers do not swallow hook, line and sinker whatever advertisements are beamed to them, they are however drawn to television advertisement by appeals of Guinness Stout advertisements.
The study also explains that in television advertisements, the audience must want something, notice something, do something and get what they want.
The frequency of needs satisfaction in this study is very instructive. The respondents show interest in Guinness Stout advertisements as a result of their entertainment value.
Finally, it was discovered that most consumers were influenced to buy Guinness Stout as a result of advertisements that they see on television.
Recommendations
The study shows that consumers have certain variables that influence their buying habits such as price, taste, product design and advertisement.
Out of these other variables, advertisement was considered the most influential especially with television as the most preferred medium.
It is therefore recommended that in the advertisement of Guinness Stout, the company should pay more attention to using television as a medium of advertisement. Television should be considered first before any other media of advertising as its influence is most exciting.
The advertising department of the company should design messages that are appealing to men as they are more susceptible to Guinness Stout advertisements. They should also endeavor to check that all claims which they are making about their products such as price factor, taste, quantity etc. which would be reflected on television advertisements are true and authentic.
Suggestions for Further Studies
Due to the limitations surrounding the research such as time, fund etc. the researcher suggests that other researchers embarking on project relating to television advertising should first refer to similar project works like this, and also make use of useful search engines on the internet.
Future researchers should embark on meaningful research on the importance of advertising, and the importance of television as a medium for advertising. They should pin- point on factors militating against television advertising in Nigeria, so that he/she can further educate the consumers, advertising agencies, industries and government on television advertising. This will be used to boost the economy and satisfy the consumers.
References
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- Benson-Eluwa, V. (2005). Advertising Principles and Practices. Enugu: Virgin Creations
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- Ezea S. (1992). Impact of Advertising on Consumer Buying Behaviour. Unpublished B.Sc Thesis, University of Nigeria
- Foxall, G. (1983). Consumer Behaviour. London: Op cit Ltd
- Krench, D. and Crutchfield, R. (1974). Perceiving the World. In W. Schremm and D.F Roberts (Eds.) The Process and Effects of Mass communication (pg.52). Urbana: University of Illinois Press
- Krugman, E. (1975). Advertising: Its Place in Political and Managerial Economics. London: Mc Grew Hill Book Co. Ltd.
- Kuforiji, A. (2013). Ikeja 1 Constituency. In Promoting Lagos State. Retrieved January 18 from http:www.adeyemikuforiji.org.
