Evangelism Marketing And Its Effect On Consumer Purchasing Behaviour

INTRODUCTION

1.1 Background to the study

The marketing scenario has undergone a radical change in the recent years with the proliferation of brands as well as the media in almost every industry. This has resulted in the emergence of intense competition in the market, making the task of marketing positioning and product differentiation much difficult for the marketers and firms. Growing consumerism, ubiquitous access to internet and social media revolution has compounded the complexity of the marketing scenario. In the present era, the people in the target market do not blindly believe in the marketing communications presented before them. Moreover, with the ubiquitous access to internet and social media revolution, it has become increasingly easy for the consumers to share their experiences and opinions regarding the brands of products and services within their social group as well as their accessibility to information about the brands have also gone up. Such changes have the potential to impact consumer buying behaviour. This has drawn the attention of marketers towards brand related behaviour of the consumers and consequently led to the development of the concept of Brand Evangelism or Evangelism marketing. The term evangelism means “bringing good news”. Evangelism Marketing is an innovative, unpaid and advanced form of word of mouth marketing. Doss (2014) defines the term brand evangelism as communicating positive information, ideas and feelings on a particular brand freely and often fervently to others in a desire to influence behaviour.. Becerra and Badrinarayanan (2013) also discuss the term brand evangelist as an intense willingness to endorse the brand and persuade others to purchase it. It is believed that such a method of marketing can embed the product offerings in the minds of consumers and can thus result in the creation of greater market share and wider customer base through turning potential consumers into actual consumers. The study is designed to explore impact of evangelism marketing on consumer buying behaviour.

1.2 Statement Of The Problem

Many studies have proved the brand consciousness of consumers in various Abuja. In this context, the researcher aims to know the impact of evangelism marketing on the buying behaviour of the consumers in Abuja FCT. The study is relevant and brings under its purview identification of the type of products in which it is effective, the contribution of evangelism marketing towards brand loyalty and its influence on different modes of purchase. As the study is based on the impact of evangelism marketing on consumer purchase behaviour, the study is entitled as “A study on the impact of evangelism marketing on the consumer buying behaviour with special reference to Abuja FCT.

1.3 Objectives Of The Study

The main objective of this study is to examine evangelism marketing and its effect on consumer purchasing behaviour. Specifically, the study aims;

1. To study the impact of evangelism marketing on consumer buying behaviour
2. To identify the type of goods in which evangelism marketing is effective
3. To assess the impact of evangelism marketing on brand loyalty
4. To identify the influence of evangelism marketing on different modes of purchase

1.4 Research question

1. What is the impact of evangelism marketing on consumer buying behaviour ?
2. What are the type of goods in which evangelism marketing is effective ?
3. What is the impact of evangelism marketing on brand loyalty ?
4. What is the influence of evangelism marketing on different modes of purchase ?

1.5 Hypotheses Of The Study

1. H0:There is no significant difference in impact of evangelism marketing on consumer buying behaviour among (a) gender (b) age group (c) income and (d)location
2. H0:There is no significant difference in the factors that motivate an evangelist consumer to make a purchase
3. H0:There is no significant difference in the Brand Loyalty of the evangelist consumers according to the interaction of gender and locale.
4. H0:There is no significant difference in the modes of purchase that are influenced by evangelism marketing.

1.6 Significance Of The Study

This study wire help in finding out the effects of evangelism marketing on peoples buying behavior whether people patronize the Nigerian Bottling Company because of the evangelism marketing 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 evangelism marketing 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 evangelism marketing to spend that huge sum of money on evangelism marketing or not.

1.6 Scope Of The Study.

The scope of the research will cover Abuja FCT. Hence our main objective will be to determine the impact evangelism marketing makes on consumers resident within Abuja FCT 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; evangelism marketing and socio –cultural factors; and finally measuring the effectiveness of evangelism marketing. 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.

1.7 Limitation of study

Finance,inadequate materials and time constraint were the challenges the researchers encountered during the course of the study.

1.9 Organizations of the study

The chapter one consist of the introductory part of the study which includes the study background, the statement of the research problem, the study objective and scope of the study.

The second chapter is a critical review of other literatures relevant to the study and its objectives including the theoretical framework for the study. While the third chapter is methods of data collection, sampling and data analysis used in conducting the study. The fourth chapter centres around the research findings including an analysis of how it relates to previous findings. The fifth chapter consists of the summary of findings, conclusion and recommendations base on the study objectives.