Influence Of AKBC Radio Indomie Noodles Commercial On The Buying Habits Of Consumers

The study examined brand advertising and consumer behavior of Radio advert as a frame for analysis. Documentary methods of data collection as well as self - administered structured questionnaire were used to elicit information from the respondents. From the descriptive statistical techniques used it was observed that the majority of the respondents at Uyo L.G.A. AkwaIbom state. that use noodles regularly aged between 26 - 30 years, which is the age bracket of rigorous activities because of their strength and youthfulness. Likewise, the majority of the respondents were females because female respondents use noodles more than the male and female were more willing to participate supporting the general notion that manual laundry in our society is mostly done by female folk. The results established four key factors as paramount and crucial and indeed relative to the strengths and weaknesses of brand adverstising. These are the language the celebrity used, how the advert is packaged and what price it will go for. The research findings thus support Ayuk and Nyaseda"s (2008: 9) assertion that a ―well-known and well-liked personality within the society evoke likeness and good image towards a product or services�". The findings also buttressed the source credibility model which explains that the acceptance and favourable response to an advertisement message depends on the perception the audience have about the expertise, trustworthiness and knowledge of the source. It is quite noticeable that a good percentage of the respondents were influenced by the package of the product and their purchasing power. It was also deduced that respondents are more swayed to buying the Indomie noodles in the following order; due to feelings they experienced from watching advert overtime (36.%) and also from their experience of watching Radio"s in the New Masquerade play (40.7%). However, 13.3% were influenced by their family experience of usage of the product while 10% of the respondents were emotionally motivated to buy this product through other factors such as personal instinct, curiosity, price indices of the product and mere need to just buy something for use. It can be inferred from the findings of the research that the acceptability of a product as a result of its commercial is due to celebrity "s endorsement of the product.

Introduction

1.1 Background of the Study

Commercial is defines as a non - personal communication of information usually paid for and it is usually persuasive in nature about products, services or ideas by identified sponsor through various media, Aren (1996).

Commercial is a marked tool that serves several functions. It identifies functions; it identifies and differentiates them from others. It also communicates information about the products and includes the trail of the new products, by new users and suggests repurchasing by existing users to increase products use. It also builds brand references and loyalty etc.

Historically, commercial began in the early times when most people could not read and write. The nature of commercial changes from time to time since it s originated, perhaps as 400B.c, until the invention of printing press in about (1440) by Johannes Gutenbery, since then its role has been significantly altered at least twice. Once in response to industrial and once with the annual of affluent society, the past world war II era has been marked by Weber (1945) the growth and radio commercial intense marketing competition and increased attempts to differentiate products through strategies or other techniques.

Naturally, commercial is governed by the strategies, basic message remains the same whether it is in radio process, posters or television.

But each medium calls for differing techniques and offers it advantages and opportunities. With radio you can communicate in sound usually in hearing or listening. This is what makes the radio so powerful in one area of listening. With the coming of commercial radio in (1895) by Gulieimo Marconi, radio as s medium of communication was however not popular in Nigeria before the mid 70s its high cost and was this restricted to the rich. Today, radio as a medium of commercial is now very popular as it is now found in almost every home, even in a remote village. So, everybody can now have access to usual communication by listening to commercials on radio, either in their houses, neighbor"s house or in their cars and phones. This enable the manufacture that advertises his product to be rest. assured that the message will get to the target audience.

The influence of radio commercials on the buying habit of consumers, especially indomie noodles is the thrust of this project. The influence of radio commercials on the buying habits of consumers is the paramount importance to this researcher. Hence, radio is an effective way of bringing message to consumer because of its characteristic way, it grabbing people"s intention, it is being commenced if not wholly but partly towards a particular commercial, such that will convince the target audience, the commercial must understand the complexity of human behavior and the variety of influences on behavior.

Consumer"s behavior is affected by both internal and external influence, the consumer"s perception of the world, the world consumers learn and habits they have developed. External influence includes family, social structures and culture.

1.2 Statement of the Problem

It is observed over time that consumers in Uyo Local Government Area prefer indomie noodles to other brand products. It is perplexing to observe such an increasing surge for a particular product in the sea of other competing brands. It therefore becomes intriguing to find out why indomie noodles commands such a compelling patronage.

Could this happen as a result of the influence of AKBC radio commercial of the product? This is what this study attempts to find out.

1.3 Objectives of the Study

To determine the impact of brand adverstising in the consumption of Indomie noodles.

To examine the strengths and weaknesses of brand adverstising

To assess the influence of emotional advertising through attitudinal buying behaviour.

1.4 Research Questions

What are the impacts of brand adverstising in the consumption of Indomie noodles?

What are the strengths and weaknesses of brand adverstising?

How has emotional advertising influence the attitudinal buying behaviour of consumers?

1.5 Justification for the Study

Brand adverstising is one area in Advertising that is not so much talked about when compared to other aspects of advertising. Clark and Horseman (2003) discloses thus:

Testimonial adverts, almost everything goes into the content in the name of soliciting for customers. Adverts "contents are largely not censored before they are aired. This means that contents of advertising could carry undercurrent of inciting or inflammatory remarks that could cause unrest in the social structure of the society.

To reduce the excessiveness or uncontrollability in the contents of advertising, it has become very germane to start looking at what is advertised, how it is advertised, what language is being used and how does it contribute to both consumer satisfaction and national interest.

As Nigeria continue to get complex day-by-day, it has become paramount to check the kind of language children, nay, people listen to, in testimonial adverts and how that sharpen their behaviours and the national interest or image of Nigeria. The Knur Maggie advert, for example, whose mantra read ―Every Woman a Star�" still maintains that conventional notion of gender sentiment; suggesting or commenting that old belief that:

the place of the woman is in the kitchen�". This is just an example of the overabundance of inciting advertorials in Nigeria. More, even the volatile nature of Nigeria necessitate that the ways and manners adverts are done it has to be reviewed.

1.6 Scope of the Study

This research project focused on the consumer"s buying habit of indomie noodles. It is limited to Uyo local government area.

1.7 Definition of Terms

The following terms are defined as thus;

Advertisement:

It is any non-personal communication of information usually paid for and usually identified with sponsor through the various media""

Influence:

This is the ability to determine or affect the behaviour of others.

Motivation:

Motivation means a process of stimulating people to action to accomplish desired goods or it is the process of attempting to influence others to do your will through the possibility of gain or reward.

Consumer:

This is an individual who buy or uses the product or services offered for sale by the producer.

Consumer Behaviour:

Consumer behaviour is that aspect of human behaviour that relates to planning and services, and also It is a decision process and physical activity individual"s engage in when evaluating, acquiring, using or disposing goods and services.

Marketing:

His performance of a set of systematically coordinated activities or functions aimed at need/ want identification and satisfaction at a profit, through the exchange process.

Marketing Mix:

These are the controllable variables the company puts together to influence the target market. They include the 4ps of marketing product, price, promotion and place.

Advertising:

This is any paid form of non-personal presentation of ideas goods and services by and identified sponsor.

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