The Influence of Broadcast Media on the Sale of Fast-Moving Consumer Goods in Benin City
Chapter One
Objectives of Study
The following will be the aims and objectives of undertaking this study: The main objective of this study is to examine the influence of broadcast media (TV) on the sales of fast-moving consumer products in Lagos.
- To determine the perception of consumers towards the broadcast media (TV).
- To determine the extent to which consumers patronize products advertised on broadcast media (TV).
- To determine the relationship between broadcast media TV) and sales of consumer goods in Lagos.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
To broadcast is to disseminate information through mechanical means, simultaneously to a wide, diverse and heterogeneous audience made up individual within and outside a society. Broadcasting is indispensable in any society, permeating and fulfilling all individual, social, political and hedonic needs of people pivoted by the transfer of meaning –communication. The societal importance of broadcasting is underscored by Folarin (2000) when he defines the endeavour as: “the planned provision of information, education and entertainment to large and heterogeneous audiences through the medium of radio or television”. Broadcasting which involves radio and television broadcasting, as noted by Folarin (2000), expresses the assumption of “scattered dissemination to anonymous, undefined destinations made up of listeners and viewers”
(Udeajah 2005) According to Kotler (2003), advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Chelmsford (2003) defined advertising as any written, electronic or printed telephone messages or transmitted medium, including film strips, motion pictures and ideas, published, disseminated, or placed before the public, directly or indirectly, for the purpose of creating an interest or inducing a person to sell a life insurance pursuant to a settlement contract. Watson (1990), defined advertising as paid, non-personal communication through various mass media by business firms, non profit organization and individuals who are in some way identified in the message, and who are to inform or persuade members of a particular audience. Gillian (1997) also defined advertising in its simplest way, as a means of drawing attention to something or non-formal method of informing somebody of something. Arens (1996) viewed advertising as a non-personal communication of information usually paid for and identified with sponsor through various media. Dyer (1998) stated that advertising is the structured and composed non-personal communication of information usually paid for and usually persuasive in nature about products (goods, services and ideas) by identified sponsor through various media. The advertising practitioners council of Nigeria (APCON) (1998) defined advertising as a form of communication through mass media about product, services or idea paid for by an identified sponsor. Furthermore, Stanton (1983), defined advertising as consisting of all the activities involved in presenting to a group a non-personal, oral or visual, openly sponsored message regarding a product, service or idea. This message called advertising is disseminated through one or more media. Some important consideration should be noted in connection with this definition. First there is a significant difference between advertising and advertisement. The advertisement is the message itself, while advertising is a process. It is a programme or a series of activities necessary to prepare the message and get it to the intended consumers.
Suala (1998) enumerated certain specific objectives of advertising which include to increase the number of units of products, to counteract competition from competitors, to increase the number of product uses, to remind customers about products, to maintain brand loyalty, to build a positive business image, to obtain dealer support and secure leads for assistance to salespeople. Okwandu and Ekerete (2001) also stated objectives of advertising as follows; increasing demand to the point where economics of scale are achieved, to build “brand” in competitive mature market, to create product awareness in the minds of the consumers and to increase profitability in a less tangible way by creating good will for the firm as a whole and by raising the moral of workers.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The research design used in this study is survey research method. This survey research method is the descriptive method in educational research. The researcher used this descriptive research design to obtain the actual information on the effect of poor teacher-students relationship on academic achievement of biology students.
Population of the study
Advertisements
The target population of the study are the population of Oredo local government area of Edo State, which was used for the investigation. The population of the study used are one hundred and twenty-five which was randomly selected from the local government area under study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
This chapter deals with the analysis of the data collected. The statistical technique employed for this study is the frequency count and simple percentage.
CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
This chapter presents the summary of the study conclusion and recommendations.
Summary
According to Kotler (2006), Broadcast Media seeks to build a brand preference or to educate people. However, consumers in Benin City show less interest on brand preference. Some consumers prefer to buy by the road side or in the open market where they can bargain. Most consumers prefer to buy used materials to buying branded materials in a shop.
Shopping goods are those goods consumers purchase after comparing quality, price, style, colour and size (Kotler, 2003). On the contrary, consumers in Benin City prefer to consider cost, transportation and nearness to the market whenever they want to buy their products. Osuala (2001) explained that sellers advertise numerous general products, to increase sales of the products category. But consumers in Benin City consider advertised products that are sold in the shops to be very expensive thereby preferring to buy in the open market.
Advertising based on sizes, colour, shapes, qualities of televisions may influence consumers to buy, however consumers who do not watch TV advertisement frequently will not be so influenced. Furthermore, many consumers think it is a waste of time, those who do not have access to television may not be influenced by such advertisement
Conclusions
Based on the findings made, the following conclusions were drawn:
- Frequent advertising of different types of goods influences sale within the market system.
- Advertising of different colors, sizes and styles of goods also influences sale.
- The use of various media to advertise jewelry influences sale
- Display of different sizes, designs of television attracts consumers to buy and as a result influences sale.
Recommendations
Based on the findings of the study and the conclusion drawn, the following recommendation were made.
- Proprietors of shopping goods should always carry out proper timing when advertising men’s wears so that they can get full attention of the intended consumers.
- Attractive images should be use by proprietors of shopping goods always to convince consumers to buy women’s wears
- Different designs, colors, sizes and types of jewelry should be advertise by proprietors of shopping goods in order to attract consumer’s attention
- Proprietors of shopping good should display different sizes and brands of televisions strategically so that they can look attractive, different and unique.
- Government at all levels should establish laws and polices that will sanction any proprietors of shopping goods who use false hood in advertising shopping goods
References
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