CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
In the western world the relevance of television advertising in promoting the
sales of commodities have been accorded great recognition for some decades age.
As a result of the change in sales and the growth in technological innovations
that effect the various sectors of the economy, manufactures and marketers in
order to tap these opportunities compete among themselves to develop and
introduce new product into the market.
Omo detergent which is the product in contention made its first
introduction into the Nigeria market in 1996.
The PANDAR investment was then the sole distributor until they were
joined by other two firms, WISAM company and CAPPA holdings. During its first year in ssss the Nigeria
market, the only firm that was in charge of the advertisement was the group
African advertising firm that is based in Lagos state. The problem with
Omodetergent, however is not just to distribute the product but to successfully
launch it into the market. This according to the environmental factors will
determine its adoption resulting to the profitability and growth of the
business.
The adoption process begins where the firms innovation process leaves off and
according to Barker (1979:26) describe how product, try, adopt or reject it.
Innovation of goods and services can only be of great value and profit
producers and firms respectively if its acceptance or adoption is properly
motivated. To this end, it is important to establish appropriate place and time. In order to develop an efficient and
effective buyer’s communication, manufacturers should, according to Dirksen
Kroeger and Nicosia (1993:421), decide on which to say and hoe to say it to
their target market. One way of doing this is through advertising. It is
important to note that the advertising of a product does not guarantee its
acceptance by the public. What really matters is how appropriate and convincing
the advertising campaign is, including its effective execution at the right
place and time. There are various types of advertising vehicles available to
the many factures and television as one of such means cannot be over emphasized
studies by DirksonKroeger and Nicosia (1993:420) show that television has
exhibited the most rapid growth of any advertising medium and may be said to be
a leading medium for national advertising. It is on this ground that the
researcher in tends to investigate the effects of television advertising on
sales of ariel detergent in Owerri.
1.2 STATEMENT OF THE PROBLEM
Television is a vital dissemination means of a new product due to its impact
and popularity. While impact is the extent to which television advertising
instill desirable actions in producers, television popularity entails its
degree of likeability by sellers.
It is unnerving that poor, or not – too-good results are the reward of in any
manufacturers who employ television as an advertising medium in spite of its
uniqueness of “sight and sound” attractiveness.
Why do most television campaigns disappoint? It is the proposition of this
research the television impact t and popularity interaction is to create
quicker new product patronage but whose conception and exploitation are marred
by advertisers’ telemyopia. This is a situation where television advertiser of
new product fails to realize the relevance and implication of television
advertising on new product introduction and in arrangement today. This research
intends to bridge this gap by reducing the problem of telemyopia to a minimia.
1.3 OBJECTIVE OF THE STUDY
This research is aimed at achieving the following objectives.
1 To know
the extent to which sellers rely on the effect of television advertisement in
making new product purchase decision.
2 To
ascertain the attitude of buyers to the effect of television advertisements
3 To
evaluate the experience of producer who relied on the effect of television
advertisement in making new product purchase decision.
4 To know
if there is a relationship, and nature of it, between sellers or producers
demographic makeup and television viewer- ship.
1.4 RESEARCH QUESTION
For the purpose of this research work,
the following question was formulated.
1.
Do television
advertisements persuade buyers more than radio advertisements to switch brands?
2 Do television advertisement induce sellers
more than radio advertisement to sell more of a new product?
3 Is there any direct relationship between
television viewer-ship and social class?
1.5 SCOPE OF THE STUDY
The
research is to investigate the effect of television advertising on consumer
behavior in Owerri. The study will focus on sales of Omo detergents.
1.6 SIGNIFICANCE OF THE STUDY
This research is significant for the
following reasons:
1. This
study will evaluate the impact of television advertising message on sales,
including its degree and nature.
2. This
research will assist firms to understand the nature and importance of an appropriate
television advertising of an appropriate television advertising programme, and
to choose the right media mix, a particular place and time.
3. This
research will emphasis the need for advertising agencies to be objective in the
selection of television channels for advertisement of a new product to reduce
telemyopia.
1.7 RESEARCH
HYPOTHESIS
This
research work formulated the following hypotheis.
1. Hi: Television advertisements persuade buyers
more than radio advertisements to switch brands.
H0: Television advertisements do not persuade buyers more than radio
advertisements to switch brands.
2 Hi:
Television advertisement induce sellers more than radio advertisement to sell
more of a new product.
H0:
Television advertisement do not induce sellers more than radio advertisement to
sell more of a new product.
3 Hi: there is
direct relationship between television viewer-ship and social class.
H0: there is no direct relationship between
television viewer-ship and social class.