THE INFLUENCE OF TV ON THE SALES OF FAST MOVING CONSUMER GOODS IN NIGERIA


THE INFLUENCE OF TV ON THE SALES OF FAST MOVING CONSUMER GOODS IN NIGERIA     

CHAPTER ONE

INTRODUCTION

1.1    Background of the Study

The term ˜”Broadcast media” is quite often mentioned these days. It is a new phenomenon and one would probably imagine that everyone knows or understands what it means. Nearly ninety percent (if not more) of all online or internet users use broadcast media in one way or the other (Kietzmann and Kristopher, 2011; Dolwick, 2009).

The emergence of broadcast media began in the early days of internet when people started sharing information and communicating with one another (Boyd and Ellison, 2010) but unfortunately; the platforms used then were more “technology intensive” and required some level of expertise before use. Hence, the number of people using broadcast media platforms then was limited. Over a period of time as technology advanced, platforms that are less sophisticated were developed thus, enabling billions of regular internet users, without any technology background, to use the services (Boyd et al., 2010; Baden, Bender, Spring, Bhattacharjee and Strain, 2009) and this marked a turning point in the history of the media, making the media all inclusive in such a way that people no longer remain silent spectators to the content being dished out to them. Now, they could create their own content, share it with others, respond to people, collaborate with them and many more (Andreas and Haenlein, 2010). This user interaction is what gave impetus to the today’s increasingly emerging broadcast media platform.Consumer Goods

Broadcast media medium such as, the radio and television now allow member individuals to interact with one another and to build relationships even many companies across the world have joined but they joined only the fastest growing networks such as Facebook and Twitter, so as to connect with their customers (Trattner and Kappe 2012). The broadcast media networks act so fantastically as the vehicle helping companies to gain traffic or attention to their product and service usually through the use of Links via the adverts they place on the broadcast media (Chinag and Chung, 2011; Deis and Hensel, 2010).Consumer Goods

It also acts just as the traditional Word of Mouth in mainstream marketing does. Corporate messages conveyed through broadcast media spread very fast from users to users and presumably resonate in favour of the company (Deis and Hensel, 2010). In these regards, broadcast media networks, ever since 2002, have become the new 21st century paradigmatic market medium for businesses to exploit (IMAP, 2010) and influence their customer’s purchasing behaviour more. This is because, globally, a survey report reveals that about half of the 170 million Nigerians regualary make use of the broadcast media(Oracle Retail, 2010) and sequel to this notion, virtually all businesses now employ broadcast media networks as an extension of their existing corporate marketing strategies especially the retail industry in order to capture and serve customarily those active users with a broad range of lifestyle brands of products across the universe. And in the light of this, many firms in Nigeria also have started plunging into using these platforms. This current study thus seeks to explore thepatronagebehaviour of Nigerian consumers via these growing broadcast media networks especially from those companies that utilize them for their marketing activities.Consumer Goods.

1.2 Statement of Problem

One of the purposes of using the broadcast media is to create awareness of the products advertised. In order to achieve this aim, producers frequently advertise their products (Jonathan, 1995). Despite the advertising of shopping goods such as men’s packet shirts, women’s clothing, jewelry, television etc, consumers’ attention is not always drawn to it, because consumers in Lagos State have their areas of interest and the type of goods they buy. They prefer to buy by the road side or open market where they can bargain. Advertising seeks to build a brand preference or to educate people (Kotler, 2006). On the order hand, consumers in Lagos State show less interest in brand preference. Some consumers prefer to buy by the road side or in the open market where they can bargain Consumer Goods.

Most consumers prefer to buy used product than to buy quality products from the shop. In Lagos State, there is little or no public communication media through which consumers are educated about a product. Most consumers do not get information about shopping goods that will be of benefit to them. for example when a promo or discount are given for buying a product, some consumers who do not have access to television, radio or public communication media might not be aware. Shopping goods are those goods consumers purchase after comparing quality, price, style, colour and size (Kotler, 2003).

On the contrary, consumers in Rivers State prefer to consider cost, transportation and nearness to the market whenever they want to buy their products. Osuala (1987) explained that sellers advertise numerous general products, to increase sales of the products category. But consumers in Lagos State consider advertised products that are sold in the shops to be very expensive thereby prefer 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, Though consumers in Lagos State consider factors such as cost, income, transportation, nearness to market etc. However consumers who buy original products will prefer to buy quality products from the shops. It is important therefore to ascertain the influence of the broadcast media (TV) on the sales of fast moving consumer goods in Lagos State.

1.3 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.

i.    To determine the perception of consumers towards the broadcast media (TV).

ii.    To determine the extent to which consumers patronize products advertised on broadcast media (TV).

iii.    To determine the relationship between broadcast media TV) and sales of consumer goods in Lagos.

1.4 Research Questions

The following research questions shall guide the study;

1.    What is the influence of broadcast media on the sales of fast moving consumer products in Benin City?

2.    What is the perception of consumers towards the broadcast media (TV)?

3.    To what extent do consumers patronize products advertised on broadcast media (TV)?

4.    Is there a relationship between broadcast media and sales of consumer goods in Edo state?

1.5 Research hypotheses

The following hypotheses will be tested in the study;

Ho:Broadcast media does not influence the sales of fast movingconsumer goods in Lagos.

Hi:Broadcast media influences the sales of fast moving consumergoods in Lagos.

Ho: There will be no significance effect on the fast sales good if advertised on the TV.

Hi:  There will be a significance effect on the fast sales good if advertised on the TV.

1.6 Significance of the Study

The finding of this study would be of importance to the business operators most especially proprietors of shopping goods as it would create awareness of the importance of advertising on the sale of their products. The findings of this study would be of benefit to marketing students and lecturers in tertiary institutions as they would have a broader understanding of how advertising influence the sale of shopping goods.

The findings of this study would be of benefit to the Ministry of Commerce and Information. It will give them an insight on the benefit of advertising on the sale of shopping goods. It will also assist them on how to organize training programmes for proprietors of small scale business. The findings of the study would be of immense benefit to the media organization as the knowledge gain from the findings would help them to be innovative in their various approaches to advertising designs. Finally the findings of this study would be a significant contribution to the existing body of literature in the discipline.

1.7 Scope and Limitations of the Study

This study is restricted to the influence of broadcast media on the sales of fast moving consumer products in Lagos.

Financial constraint- Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).Consumer Goods.

Time constraint- The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.

1.9 Definition of Key Terms

Consumer goods: goods bought and used by consumers, rather than by manufacturers for producing other goods.

Media: the main ways that large member of people receives information and entertainment that is television, radio, newspapers and internet.

CHAPTER FIVE

5.0        SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

This   chapter   presents   the   summary of   the   study  conclusion   and recommendations.

5.1    Summary

According   to   Kotler   (2006),   Broadcast Media   seeks   to   build   a   brand preference or to educate people.  However, consumers in Benin Cityshow 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

.       

5.2    Conclusions

Based on the findings made, the following conclusions were drawn:

(a)    Frequent advertising of different types of goods  influences sale within the market system.

(b)    Advertising of different colors,  sizes  and  styles  of  goods also influences sale.

(c)    The use of various media to advertise jewelry influences sale 

(d)    Display of different sizes,  designs  of  television  attracts consumers  to buy and as a result influences sale.

5.3    Recommendations

Based  on  the  findings  of  the  study  and  the  conclusion drawn,  the following recommendation were made.

1. 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.

2. Attractive  images  should  be  useby  proprietors  of  shopping  goods always to convince consumers to buy women’s wears

3. Different  designs,  colors,  sizes  and  types  of  jewelry  should    be advertise by   proprietors   of   shopping   goods in   order   to   attract consumer’s attention

4. Proprietors of shopping good should display different sizes and brands of televisions strategically so that they can look attractive, different and unique.

5.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

.

THE INFLUENCE OF TV ON THE SALES OF FAST MOVING CONSUMER GOODS IN NIGERIA



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