Effects Of Advertising On Consumer Buying Behaviour
(A Case Study Of Nigerian Bottling Company 9th Mile Enugu)
Advertising exerts a profound influence on consumer buying behavior, shaping preferences, and impacting purchasing decisions across diverse sectors. The strategic deployment of advertisements plays a crucial role in steering consumer perceptions and fostering brand loyalty. These influential campaigns leverage psychological triggers, such as emotions and aspirations, to establish a deep connection with potential buyers. Through repeated exposure to well-crafted advertisements, consumers develop familiarity with products or services, ultimately influencing their choices. The persuasive nature of advertising is evident in its ability to highlight unique selling propositions and differentiate brands in a crowded market. Moreover, the integration of digital platforms and social media amplifies the reach and impact of advertising, creating an immersive experience that resonates with modern consumers. The dynamic interplay between advertising and consumer behavior underscores the significance of crafting compelling and resonant messages to effectively navigate the contemporary market landscape.
This dissertation is the product of contributions of ideas ‘ by the researcher and his supervisor. It is both conventional and similar the topic of this project, the effect of advertising on consumers buying behavior in Enugu metropolis with particular reference to the Nigerian Bottling Company, bottlers of coca-cola products, is very vast and one cannot claim to have treated all the aspects of have literature involved in this topic within this skeletal out –fit. Rather the researcher has selected and x –rayed the vital aspects of the topic relevant to the points she wants to investigate and bitterness.
The project cover aspects like the media consumers get their product message, their p perceptive of advertising message, that is, either than buy the advertised product or not. Also covered were the impact social groups and religion has on consumer buying behavior.
In chapter one and two the researcher discussed generally advertising and other factors as then effect the buying behavior. In chapter three and four discussion was centered on the methods of collecting the data and analysis. In chapter five, their were discussion of the result, implication of the results, recommendations and suggestions for further research. In the recommendations a number problems were identified and discussed. The researchers conclusion was drawn from points discussed in the proceeding four chapters.
The researcher delved into the effect of advertising on consumer buying behavior because as a management student he assumes that, advertising plays a major, role in shaping peoples buying decision and to help advertisers and manufactures, especially those in the coca –cola industry, in data mining people’s buying behavior with reference to advertising.
This wine also helps the researcher and other students to get the practical analysis of effects of advertising on consumer buying behavior.
Title page
Approval page
Dedication
Acknowledgment
Abstract
Table of contents
List of table
CHAPTER ONE:
INTRODUCTION
1.1 Background of the study
1.2 Statement of the problem
1.3 Purpose of the study
1.4 Scope of the study
1.5 Research questions
1.6 Significance of the study
1.7 Limitation of the study
1.8 References
CHAPTER TWO:
LITERATURE REVIEW
2.1 Review of related literature
2.2 Origin of Advertising
2.3 The media
2.4 Characteristics of Advertising that affect consumption.
2.5 Consumer behavior
2.6 The communication process
2.7 A review of Nigeria Bottling Company
2.8 Reference
CHAPTER THREE:
RESEARCH DESIGN AND METHODOLOGY
3.1 Research design
3.2 Area of the study
3.3 Population of the study
3.4 Sample size and sample procedure
3.5 Instrument for data collection
3.6 Validation of the instrument
3.7 Reliability of the instrument
3.8 Method of the collection
3.9 Method of data analysis
Reference
CHAPTER FOUR:
DATA PRESENTATION AND ANALYSIS
4.1 Presentation and Analysis of data
4.2 Summary of Results
Reference
CHAPTER FIVE:
DISCUSSION, RECOMMENDATION AND CONCLUSION
5.1 Discussion of Result
5.2 Conclusions
5.3 Implications of the Research findings
5.4 Recommendations
5.5 Suggestions for future Research
Reference
APPENDICES
APPENDIX I sample of introductory letter
APPENDIX 2 sample of questionnaire
INTRODUCTION
This chapter covers the introductory aspect of this project work. It discuses the problems needed to be solved in the other chapter to follow.
1.1 BACKGROUND OF THE STUDY
For quiet sometime now, the rise and fall of the advertisings industry, either in a boom or recession period, is dependent on the growth of the economy and this reflects the state of any economy. Infect, many companies have come to realize that advertising. Can constitute itself into a position force in the marketing of their products. Admittedly, figure on total annual bills of the advertising industry are not easy to come by, nevertheless, it is estimated that Nigeria spends about O.O5 percent of its gross National products (GNP) on advertising. And it is hoped that this figure wire improve as we attend a greater rate of development in the business sphere.
Undoubtedly, advertising is the most conspicuous of all the businesses effort. It forms the promotional or communication program of the businessman. In a competitive environment such as ours, there is the crying need for a manufacturer or seller to use advertising to present his product or service to the potential buyers or consumers.
It is an obvious fact that advertising has in no small way helped to recognize the business worlds. It brings the consumer in touch with the producer. Ie has to be noted the advertising is a necessary social force for any economics take off and it has influenced the public taste to such an extent that product that could no be advertised have faller into disuse and what is more, businessmen who would not advertise have been forgotten.
Advertising a product is not only aim at either calling for attention or creating awareness for its products, developing and maintenance of interest, but also encourages trial or repeat purchase, or better still, ensure cognitive consonance. In order to achieve the sells objective of the manufacturer, it is the function of advertising to interpret or translate the need or want – satisfying qualities of product and services in terms of consumer needs, wants, desires, aspirations and so on.
Theme is no doubt that advertising activities is a crucial factor in marketing of product or even in non-profit or 1 ended. Organizations and it is expected to create a business environment with the direct aim of sales. At this junction, it is of interest to note that in the opinion of the researcher, advertising deserves a thought study since it is becoming increasingly important to many organization owing to mass production and distribution which widened the gap between the producers and consumers and this gap cells for effective advertising. It is therefore appropriate for the researcher to as certain the state of product advertising as it effects the manufacturers and sellers of coca- cola products and the buying behavior of consumers in Enugu metropolis.
1.2 STATEMENT OF THE PROBLEM
In the course of this work, the researcher identified some key factors that wire help identify the effects of advertising on consumer buying behavior as regards coca- cola products from the Nigeria Bottling Company (NBC) in Enugu Metropolis. These are;
1. To find out if the organization (NBC) can thrive without product advertising that is, if it can contribute to organizational goals or not.
2. To find out if the individual difference of groups or person in the area in question, effect the buying of coca cola products and to what extent.
The study however, will center on the above-identified problems and such other factors, which must be discovered in the course of the investigations.
1.3. PURPOSE OF THE STUDY
The main purpose of the study is to find out.
1. Whether advertising influence people to buy and consume coca-cola products?
2. The effect of advertising products through the media.
3.The effect of advertising in individual psychological variables that had to consumer buying behavior.
4. And finally, to assess the effectiveness of advertising on consumer buying behavior as it relates to the consumption of (NBC) products.
1.4 SCOPE OF THE STUDY.
The scope of the research will cover Enugu metropolis. Hence our main objective will be to determine the impact advertising makes on consumers resident within Enugu Metropolis at any point in time. In the discourse, we shall examine it from dimension, namely, from the standpoint of the bottlers [who are the advertisers] and from the standpoint of the consumer [who are the object in this researchers]. We shall move further to build up our view from the economic disposition of the consumers, the effect of media on consumption pattern; advertising and socio –cultural factors; and finally measuring the effectiveness of advertising. The choice of this center is not unconnected with the rate at which the consumption of coca- cola products is, in other parts of the country.
1.5 RESEARCH QUESTIONS
In a research of this nature, it is necessary to state how advertising helps manufactures, wholesalers and retailers increase sales and also. Increase production with this in mind and taking cognizance of the fact that advertising is how an accepted power in the business world, generally, a number of pertinent `questions arise on the economic and benefits of advertising in the area specified. The under listed questions were raised as a guide to carrying this research.
1. Has advertising alone been an influential source of information about products?
2. How has awareness creation through the mass media been effective?
3. What other factors. Influence the buying and consumption behavior of consumers towards coca- cola products?
4. To what extent has advertising been engaged by the Nigerian Bottling Company bottler of coca- cola products?
5. How has the application of advertising effected the productivity level of the organization?
1.6 SIGNIFICANCE OF THE STUDY
This study wire help in finding out the effects of advertising on peoples buying behavior whether people patronize the Nigerian Bottling Company because of the advertising campaign used, the brand qualities, reasonable polices or its availability when and where needed.
Analysis and knowledge of this research by the case study or any firm wire help it come up with not only an effective advertising program, but also efficient program that wire ultimately leads success.
The study is also a welcome development since it seeks to know if it is worthwhile for advertising to spend that huge sum of money on advertising or not.
1.7 LIMITATIONS OF THE STUDY
The researcher met with some difficulties in the course of this study. Foremost amongst them is the vast nature of the Enugu Metropolis, which was inaccessible to the researcher due to financial constraints and time constraints.
There was also the hindrance caused by the un- co- operative attitude of some respondents in answering the questionnaires.
Effects Of Advertising On Consumer Buying Behaviour
Advertising has a significant impact on consumer buying behavior, influencing consumers’ decisions in various ways. The effects of advertising on consumer buying behavior can be both direct and indirect and may vary depending on the type of product or service, the target audience, and the effectiveness of the advertising campaign. Here are some key effects:
Awareness and Attention: Advertising creates awareness about products or services, making consumers aware of their existence. It grabs the consumer’s attention through various media channels such as TV, radio, print, online, and social media. This initial exposure is crucial in the consumer decision-making process.
Information and Education: Advertising provides information about products or services, their features, benefits, and pricing. It educates consumers on what is available in the market and helps them make informed choices. Well-crafted advertisements can explain complex product features in a simple and compelling manner.
Brand Recognition and Loyalty: Effective advertising builds brand recognition and loyalty. Consistent and memorable advertising campaigns can create a strong brand image in consumers’ minds. When consumers trust a brand, they are more likely to buy from it repeatedly, even if other options are available.
Emotional Connection: Some advertisements use emotional appeals to connect with consumers on a personal level. Emotional advertising can create positive feelings, such as happiness, nostalgia, or a sense of belonging, which can influence buying decisions. Consumers may choose products or brands that make them feel a certain way.
Perceived Value: Advertising can influence consumers’ perceptions of a product’s value. By highlighting the benefits and unique selling points of a product, advertising can make consumers believe they are getting good value for their money, even if the product is priced higher than competitors.
Social Influence: Advertising often showcases how products or services are used by people in social settings. This can create a sense of social pressure or the desire to fit in, prompting consumers to make purchases to align with the perceived social norm.
Behavioral Triggers: Effective advertising can prompt immediate action, such as visiting a website, signing up for a newsletter, or making a purchase. This is particularly true for digital advertising, where clickable links and call-to-action buttons are common.
Repeat Purchase and Upselling: Advertising doesn’t just target new customers but also encourages existing customers to make repeat purchases or consider complementary products or services. Cross-selling and upselling are often achieved through advertising efforts.
Cultural and Social Trends: Advertising can reflect and shape cultural and social trends. Advertisements that align with current societal values, trends, or movements can resonate strongly with consumers and influence their choices.
Competitive Advantage: Advertising allows businesses to differentiate themselves from competitors. By highlighting their unique features, quality, or pricing, companies can gain a competitive advantage and attract customers who perceive their offerings as superior.
It’s important to note that the effectiveness of advertising can vary depending on factors such as the quality of the advertisement, the credibility of the source, the relevance to the target audience, and the consumer’s individual preferences and needs. Additionally, the rise of digital advertising and social media has brought new dynamics to the relationship between advertising and consumer behavior, with personalized and targeted advertising becoming increasingly prevalent.