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INFLUENCE OF ADVERTISEMENT ON CONSUMER BUYING BEHAVIOUR

ABSTRACT

Most businesses spend a significant amount of money on advertising in order to enhance sales and profits. The question is, does increased advertising lead to increased sales?

This study tried to conduct a complete investigation of the influence of advertising on consumer purchasing behaviour using Coca-Cola (Coke) advertisements as a case study.

This study was primarily designed to assess the relationship between advertising, which is a paid non-personal form of communication by an identified sponsor that is distributed through the mass media, and consumer purchases of Coca-Cola (Coke), because advertisements have a corresponding influence on consumers in terms of other promotional tools and marketing mix elements.

The primary data were gathered using a standardised questionnaire sent to the sample and personal interviews with management. In this study, three research questions and three hypotheses were employed and trended for analysis, with sample percentages being used to analyse data for the research question.

Following data analysis and interpretation, the chi-squared technique was used to evaluate the hypotheses. Increased advertising leads to an increase in Coca-Cola (Coke) sales.

The research study finished with several helpful recommendations for the administration of a Nigerian bottling company, as well as a few suggestions for future research.

Chapter one

INTRODUCTION

1.1 Background for the Study

This initiative aims to demonstrate the application and utility of advertising in consumer purchasing behaviour. Production is said to be completed until the product reaches the end user. As a result, the consumption of a product is equally crucial to its production.

However, one cannot consume a thing before he or she has acquired knowledge of the product, which is known as awareness. The reality is that after generating the best project, packaging it,

pricing it correctly, distributing and placing it to satisfy the wants of the consumer, one would have done these things. This is the essence of communication.

According to Run You (2001), the primary goal of company is to generate customers, and the ultimate goal of marketing is consumer satisfaction. This can be accomplished through effective communication; communication can be defined as the exchange of information and the transmission of meaning.

It is the process by which people strive to generate understanding or common ground between themselves via verbal and nonverbal symbols. According to Kaufman (2001), communication is not only a function of advertising, which is just one of the promotional mixture elements advertising personnel selling, sales promotion, and publicity, nor is it a function of promotion alone,

which is yet another of the marketing mixture elements products, price, place, promotion, but rather of the entire marketing mixture element as such communication in one way or another to the target market.

Although promotion cannot be considered the most important at this time, it does play a vital part in carrying the growth in production.

This is accomplished through a thorough selection of promotional possibilities, among which advertising appears to be the most effective in communicating product information, resulting in decisions that benefit the company. Thus, it is anticipated to complete the following duty.

1.2 Statement of Problem

There is always a question about who is ultimately responsible for developing and implementing sales and advertising strategies.

1.3 Objectives of the Study

Marketers have recently placed a high value on advertising; hence, the purpose of this study is to

1. To assess the impact of advertising on consumer purchasing behaviour.

2. To investigate the impact of advertising on consumer preference for coke over alternative mineral beverage drinks.

3. To identify variables that promote brand loyalty among Coca-Cola consumers.

1.4 Research question

1. How does advertising influence consumer purchasing behaviours?

2. How does advertising influence consumer purchasing behaviours?

3. How do advertisements influence customer preferences and behaviour?

1.5 Statement of Hypothesis

Advertising has no association with Coca-Cola consumption.

Advertising has no influence on customer purchasing patterns.

1.6 Scope of the Study

This study is primarily focused on young people. A unique aspect of soft drink advertising is that they are corporately schooled to the point of comprehending and appreciating the promotional themes.

Geographically, Edo State was chosen for this study due to its vast market and higher number of educational institutions that make up the study’s population.

1.7 Significance of the Study

The study will help organisations, particularly the Nigeria Bottling Company, determine how to best allocate their resources to different elements of the marketing mix, particularly advertising messaging.

Finally, the study will provide secondary data for researchers studying advertising and consumer behaviour.

1.8 Limitations of the study

Several obstacles were encountered during the research for this study. The company being that part of the data purchased from the Nigeria Bottling Company, the manufacturer of Coca-Cola, did not release the most outstanding among them.

Another drawback was the respondents’ views, which were distrustful of the researcher’s intentions, and some of the respondents did not return the questionnaire sent by the researcher.

During the course of this investigation, important literatures that could have been extremely useful were not available in the Polytechnic Library.

1.9 Operational Definitions of Terms

Marketing Mix: The combination of controlled tactical marketing instruments (product, price, place, and promotion) that the firm combines to achieve the desired response in the larger market.

Promotion Mix: The exact combination of advertising, personal selling, sales promotion, and public relations that a firm use to achieve its advertising and marketing goals.

Publicity: Activities aimed at promoting a corporation or its product by preparing news coverage in non-sponsored media outlets.

Sales Promotion: Short-term incentives to encourage the purchase or sale of goods or services.

Personal selling is an oral presentation in a conservation with one or more prospects for the purpose of making a sale.

Consumer Buying Behaviour: The purchasing habits of individuals and households who buy products and services for personal use.

Route System: The system of transferring merchandise in a scheduled manner without any necessary detour that could disrupt distribution.

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EFFECT OF PURCHASING AND SUPPLY ACTIVITIES IN CONSTRUCTION INDUSTRY

ABSTRACT

This project work was titled “The Effect of Purchasing and Supply Activities in the Construction Industry.” Its primary goal is to determine whether purchasing and supply activities have an impact on the construction sector as well as another department within the business. The management of purchasing and supplies is clearly a critical function in the industry.

The value of the products and services determines the procedure that the procurement department will use to generate a purchase order. A systematic questionnaire was created,

and industry personnel comprehend the items in the questionnaire, which were designed to elicit responses with options such as age, gender, qualification, Yes/No, very satisfactory, not satisfactory, and so on.

The poll revealed that purchasing departments have a friendly policy towards other departments in the industry. The analysis reveals that the company employs the highest level in the industry.

The report consequently proposes, among other things, that purchasing officials be involved in the decision-making process, particularly on purchase-related issues.

Chapter one

INTRODUCTION

1.1 Background for the Study

Purchasing departments are essential to any industry’s existence and success. Due to the high level of competitiveness in the building industry, purchasing departments have recently improved operator efforts.

The purchasing department handles procurement, which may appear to be a ‘hidden’ role in many organisations. In truth, procurement is a highly crucial position; every sector need inputs in order to function.

This could be physical input, such as raw materials, or engine components for a car. As a result, the purpose of this study is to determine the impact of the purchasing department on the industry.

Purchasing departments can acquire products, supplies, equipment, and services in a variety of ways. Purchases are made at different times and for different reasons. The

Materials and quantities purchased for immediate use are not intended for later use or stockpiling. In continuous-run manufacturing, the ordering process and quantities necessary are determined by the anticipated production schedule.

Some items have a longer shelf life than others, and some hold more value in stock than others. Furthermore, the purchase of labour and service differs from that of goods and equipment, necessitating the use of distinct conditions and timeframes.

Purchasing and supply activities entail acquiring necessary materials, supplies, equipment, and services in the appropriate quantity, quality, price, time, and from the suitable vendor or provider. Purchasing refers to the process of buying.

In a larger sense, purchasing entails evaluating needs, selecting a supplier, calculating the appropriate price, condition, and conditions, issuing an order or contract, and following up to ensure cargo or service delivery, among other things.

1.2 Statement of Problem

An inherent problem associated with the construction industry’s purchasing and supply department is the cost benefit ratio of such a department when compared to funds expanding in the establishment of a purchasing

and supply department as an unnecessary expenditure that only increases costs and ignores the need for purchasing activities, viewing it as a clerical function.

This is a dangerous position because it allows for fraudulent practices function and obligation. A third and most important issue is how the firm would have performed if it did not have a purchase and supply department; that is, an industry with a purchase and supply department is better positioned than a similar firm in the industry.

The primary concerns are thus investigated on the need purchasing department and assess whether it is economically justifiable the existence of the department:

Justifying the cost needed to set up and critically assess the cost needed to manage the department and decide whether such an industry that has a purchasing and supply department has a comparative advantage in terms of optimum profit realisation over companies in the industry

1.3 Research Questions.

In light of the subject under study, the research proposed the following research questions.

1. How do purchase and supply activity effect the building sector positively?

2. Do the industry’s purchasing and supply departments have any policies in place?

3. Does Harland Construction Company Ltd efficiently employ its purchase and supply activities unit in the industry?

1.4 Research Hypotheses.

To validate this study, the following hypotheses were developed during the research process.

Hypothesis One.

HO: There is no considerable impact of purchasing and supply activities in the industry.

Hi, there is a big effect on purchasing and supply activities in the sector.

Hypothesis Two

HO: There are no positive policies between the purchasing department of the industry and the other departments.

Hello: There are beneficial policies between the purchasing department and the other departments in the industry.

Hypothesis Three

HO: Harland Construction Company does not use the purchase and supply unit properly to acquire materials.

Hello: Harland Construction Company makes efficient use of its purchasing and supply unit to bring in materials.

1.5 Study Purpose

Purchasing and supply operations were previously viewed as a routine, a clerical function, and a semi-function that is not particularly important, but it is concerned with procurement and spending money, specifically purchasing commodities and component parts for the construction sector.

1. To determine whether purchasing and supply operations affect the building sector.

2. Determine if purchasing and supply activities affect other departments in the industry.

3. To demonstrate how Harland Construction Company procured industry-specific materials through purchasing and supply activities.

1.6 Scope of Study

This study examines the impact of purchasing and supply activities in the construction industry, with a focus on Harland Construction Nigeria Ltd, Auchi. In light of this, the study will focus on the benefits of establishing and maintaining a purchasing and supply activities department in a major industry.

The region covered, among other things, to demonstrate why a purchasing department exists in an industry.

1. Objective and analysis of purchase and supply activities, including the function of a purchasing department.

2. Organisation of purchase procedures

3. Purchasing Request and Quotation

4. Relationship between purchasing and other departments.

1.7 Significance of the Study

Industries participate in commercial activities with the goal of maximising profit realisation. To do this, businesses must charge appropriate prices for their products in order to attract and keep repeat buyers, as they thrive on repeat purchases.

In the construction industry, profit is sought by adding value to materials obtained prior to marketing the product. Purchasing plays an important role in lowering the initial cost of materials required for fabrication (add value), as it is clear that efficient purchasing machines are essential to the pursuit of profit maximisation.

The purchasing department is very important because purchasing and supply activities look at end-to-end procurement policies and strategies that develop in conjunction with technology to meet the increasing activities required to keep the industry constantly supplied with needed materials, sub-assemblies, and component parts necessary for it to engage in managerial activities.

1.8 Limitations of the Study

There is no doubt that one will encounter numerous limits while preparing an urgent write-up of this investigation. One evident disadvantage of this type of study is the financial issue, the distribution of questionnaires, poor response to questions, and the delay in returning questionnaires.

1. Finance: This was a huge issue during the process of developing this project. Expenses include questionnaire development, distribution, source of resources, and project type and binding.

2. Questionnaire Issuance: This is about truth. It was difficult to convince industry professionals to respond honestly and fairly to the questions, and recipients provided inadequate reply to the questions asked, causing an issue with the research effort.

3. Delay in Questionnaire Return: If a questionnaire is not returned on time, the study activity will be delayed.

1.9 Operation Definition of Terms

· Purchasing: Obtaining equipment, materials, supplies, and services at the correct time, price, from the right source, and delivery to the right location. (Idogho and Agbaza, 2009).

Igbafe and Aluyor (2008) define suppliers as individuals or companies who supply goods or services to manufacturers.

· Quality: In purchasing, quality refers to an item’s fitness for its intended use. Hence, quality here comprises the capacity and desire of the supplier to achieve one criteria (Hassan, 2009).

Industry refers to the economic activity of processing raw materials and manufacturing commodities in factories (Romney, 2008).

· Requisition: This form is used when a department or store need specific items. It is typically generated in duplicate, with one copy delivered to the purchasing department as authorization to purchase and the other retained by the originating department for reference and follow-up (Obomeghie and Ugbana, 2011).

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SIGNIFICANCE OF PRODUCT QUALITY IN THE MARKETING OF SOFT DRINK

ABSTRACT

The primary goal of this study is to critically investigate the importance of product quality in the marketing of soft drinks. To attain this goal, Coca-Cola Bottling Company is picked as a case study.

Among other things to thoroughly analyse are the many activities that have an impact on product quality, allowing the researcher to reach a conclusion and make recommendations.

To properly conclude and recommend, relevant literature reviews were consulted. This was done to guarantee that facts and data were up to date. This fact contributed to the researcher’s broader understanding of the topic under investigation.

Questionnaires were distributed to employees and customers of the company under study in order to provide the researcher with a thorough understanding of the importance of product quality in the soft drink market. The third (3) chapter of this research focuses on data collecting, research design, study population, sampling procedures, and data analysis.

The fourth chapter (4) focuses on data analysis. This was based on the questionnaire analysis, as well as the product quality objectives and procedures.

The conclusions and recommendations in Chapter 5 (5) were based on the discoveries revealed during the literature study and data collection review, while the recommendations were based on generally accepted principles and practices appropriate for the specific circumstance.

Chapter one

INTRODUCTION

1.1 Background of the Study

Product is one of the four components of the marketing mix around which an organisation is founded. The question here is, “What is called a product?” Kotler (1990) defines a product as anything that may be supplied to a market for attention, acquisition, and consumption in order to meet a demand.

It encompasses physical goods, services, individuals, locations, organisations, and ideas. The importance of product quality in soft drink marketing creates rivalry and obstacles, particularly when aggressive selling promotional efforts are no longer viable marketing methods.

Consumers have recognised that most advertising messages are false. On this premise, the study seeks to evaluate the assertion that successful organisations are invariably associated with successful products.

However, a manufacturing company’s success is determined by the quality of its product. The fact is that today’s consumers are so sophisticated that they have moved beyond the period of product idea and selling to the era of consumer-oriented concept, also known as marketing concept.

Fundamentally, the ability of a business to please its customers justifies its existence on a social and economic level. A corporation fulfils its basic societal responsibilities by the quality of its products (or services). A firm should not exist until it fulfils its goal.

The purpose of this study is to assess the importance of product quality in the marketing of soft drinks, utilising Coca Cola Bottling Company Plc Benin City as a case study.

1.2 Statement of the Problem

Product quality is critical to achieving the objectives of a manufacturing organisation.

So, in order to compete with other companies offering similar products, such an organisation must focus its efforts on enhancing quality and meeting client needs.

However, the quality of Coca-Cola’s products should be capable of encouraging customers to enter the sales market. In addition, product quality, user pleasure, and desire are all important considerations.

The study thus wants to investigate the subject of what constitutes product quality and its significance, using Coca-Cola bottling as a case study.

The study’s focus will be explained by the research questions listed below.

1. Does the quality of Coca-Cola products have any effect on their sales?

2. Is Coca-Cola’s quality comparable to other soft drink products in the industry?

3. Does the quality of Coca-Cola products meet the consumer’s expectations?

1.3 PURPOSE OF THE STUDY

The study’s goal is to look into the impact of product quality on soft drink marketing. Previously, the customer of the product did not consider product quality to be vital; this was the era of product concept.

As a result, little or no mention is made about the product’s anticipated quality level. In light of this research, we hope to achieve the following objectives:

1. To instill in manufacturers the belief that product quality is the driving force behind their company’s success or failure.

2. To raise consumer knowledge of the organization’s emphasis on product quality.

1.4 Statement of the Hypothesis

Hypothesis One.

Ho: The quality of Coca-Cola’s products has little effect on product sales.

Hello: The quality of Coca-Cola products affects their sales.

Hypothesis Two

Ho: The quality of Coca-Cola’s product does not compete favourably with other competitors.

Hello: The quality of Coca-Cola’s product competes favourably with other competitors in the soft drink sector.

1.5 Significance of the Study

The research is predicted to have significant implications for the following:

1. The conclusions obtained from this paper will undoubtedly be valuable to numerous industrial firms, particularly Coca-Cola Bottling Company Plc.

2. The following will help to boost and rejuvenate the minds of producers as they strive to improve quality.

3. The data will also alert producers to the potential gain/benefit of product deployment.

1.6 Scope of the Study

This study focuses on both the employees and customers of Coca Cola Bottling Company Plc Benin City.
During the course of this study, questionnaires should be provided to such groups of persons. In addition, the study will include topics such as product classification, product development, and product life cycle.

1.7 Definition of Terms

Product: A product is anything that can be provided to a market for attention, use, or consumption in order to satisfy a want or need. It encompasses physical objects, services, people, places, organisations, and ideas.

Services are any act or activity that is partially supplied to another that is essential intangible and does not result in ownership of something; their production may not be linked to a physical object.

Product Concept: It claims that consumers will prefer things that are widely available and low in cost. Manages production efficiency and broad distribution coverage.

Marketing can be defined as a collection of activities that encourage exchange with the ultimate goal of meeting human wants.

Brand loyalty can be described as customers’ active support for continued consumption of a specific brand in the face of consumption by other branded replacements. Such commitment is typically based on the subconscious.

Branding a product is typically a significant aspect in marketing. It is a method of distinguishing a company’s product from that of its competitors.

The America Marketing Association Committee defines a brand as a name, sign, symbol design, or some mix of these elements used to identify a single company’s product and differentiate it from competitors’ offerings. This is to group all customers more from one hand to the other as a result of intense competition.

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IMPACT OF E-PAYMENT ON ONLINE SHOPPING BEHAVIOUR

ABSTRACT

The study looked at how e-payments affected online shopping behaviour in Nigeria. The sample population consisted of undergraduate students from the Distance Learning Institute for Business Administration at the University of Lagos. The study followed a survey research design, with a questionnaire serving as the primary data collection tool.

A total of 100 questionnaires were distributed to 500 Distance Learning Institute undergraduate Business Administration students, 82 of which were completed and returned. The Chi Square test method of data analysis was used to investigate the effect of e-payment on online buying behaviour.

The data demonstrated that price, trust, and convenience all have a substantial influence on customers’ attitudes towards online buying. Furthermore, the analysis revealed that online shoppers are typically hesitant to make online payments, either due to a lack of internet connection or a fear of being compromised.

Based on the empirical findings, the study recommends that e-commerce platforms be easy to access and navigate in order to avoid customer doubt, that e-commerce companies ensure their platforms have the best security features, and that regular discounts and updates to products and services be provided to attract customers.

Chapter one

INTRODUCTION

1.1 Background for the Study

The 21st century has seen a significant shift from traditional business models (Brick) to electronic business (Click).This paradigm shift is related with an increase in knowledge of information technology and its benefits.

Credit cards have long been associated with electronic payment methods, such as credit cards in shopping malls, since the advent of e-commerce.

Many hotels and other businesses and commodities accept card swipes, POS terminals, ATM cash payments, and internet electronic payments. Online payments, often known as electronic currency, are transactions that involve the online exchange of funds.

It is a network-based system for conducting electronic financial and business card transactions with various electronic instruments and media. Electronic computing and communication technology serve as a means.

Electronic data (binary data) is kept in the bank’s computer system and transmitted via the computer network system in the form of electronic information transfers and payments.

The Electronic Payment System serves as the foundation for online payments, and the development of an online payment system is a step up from electronic payments. It facilitates electronic payments at any time, directly to consumers over the Internet, settlement, and the formation of an e-business environment.

E-commerce is still in its early stages in most third-world nations, therefore the online purchasing trend in Nigeria is not as sophisticated as it is in affluent countries (Olusoji James George, Olufemi A., Lasisi Jubril O., and Lucas O., 2015).

Although people use internet banking (ebanking), the majority of people are still hesitant to shop online and prefer to conduct their transactions in person. Folorunso (2006), Adeyeye (2008), Ajayi (2008),

Ayo (2008), Egwali (2009), and Ayo (2010) listed a number of obstacles impeding the adoption of e-commerce and online purchasing in Nigeria. One such factor is Internet access.

The simplicity of Internet connection has been cited as one of the factors driving the acceptance and expansion of e-commerce and online purchasing in the United Kingdom (Soopramanien and Robertson, 2007).

In contrast, the bulk of Nigeria’s population does not have access to the Internet.

In 2006, the number had risen to 5,000,000 (again, about 3.1% of the national population). This figure doubled in 2008, with 10 million people having access to the internet.

In 2009, the amount more than doubled, as 23,982,000 million Nigerians utilised the Internet. By June 2010, the number of internet users in Nigeria had risen to 43,982,200, accounting for 29.5% of the total population.

The increasing number of internet users in Nigeria, from 0.1% in 2000 to 29.5% of the population in June 2010, demonstrated that internet use in the country is expanding at a sporadic rate and has the capacity to develop even more (Ayo et al, 2011).

Nonetheless, a recent survey on internet usage in Nigeria found that 46.1% (86,219,965) of the total population (186,987,563 people) use the internet, while 53.9% (100,767,598 people) do not.

These numbers show that only a small proportion of the general population uses the Internet, and those who do do so through several cybercafés distributed throughout the country (Ayo, 2006).

According to Adomi et al. (2003:489), cybercafés “are places where Internet public access services are provided by entrepreneurs for a fee on the amount of data used” and are highly popular with Nigerians due to the high cost of individual connectivity.

However, because these cybercafés are public, people are hesitant to conduct e-commerce activities there due to concerns about privacy, security, and network stability, which has a detrimental impact on the country’s online shopping trends (Ayo 2006).

As technology, knowledge, and the capacity to engage over the Internet become more accessible and grow, an increasing number of individuals are gravitating towards more intensive Internet use (Changchit, 2006). The obvious capabilities of the Internet include pathways for acquiring information, purchasing a product, or providing a service.

These developments in Internet technology enable the extension of purchasing possibilities beyond traditional techniques, which may be more time-consuming. Offline shopping solutions eliminate the need to physically obtain information, allowing clients to better manage their time.

For example, instead of physically visiting multiple establishments to compare prices or relying on circular pamphlets in newspapers, a consumer can seek and get needed information via the Internet; this trend has significantly increased the tendency for consumers to shop online.

As Internet usage grows, so does online purchasing, particularly in countries with well-developed marketing infrastructure (Kau, Tang, and Ghose, 2003). Consumers can shop at any time and have access to products that are not available in their geographic area.

Furthermore, they can now access the Internet not just through their personal computers, but also through innovative electronic gadgets like Palm Pilots and mobile phones (Kau, Tang, and Ghose, 2003).

Furthermore, due to an increase in high-speed Internet access connections, decreased connection costs, and increased consumer competency, e-commerce activity will continue to grow as the availability and ease with which the Internet offers consumers with the ability to undertake necessary activities improves.

In combination with the advancement of Internet capabilities, it is projected that approximately 53% of Internet users in the United States have completed an online purchase. However, not all consumers use the Internet to shop.

While more than half of Internet users in the United States have made a purchase at some point, this does not account for the mismatch between the number of website visits recorded and the number of real online sales.

According to one statistic, even if a website has millions of visitors, only about 3% of those visits result in an online purchase (Betts, 2001), and another study found that over 65% of online shopping carts are abandoned before a purchase is completed (O’Neill, 2001).

According to Forsythe and Shi (2003), the majority of consumers go online to window-shop before making their purchases in a more traditional, offline context. As a result, the purpose of this study is to look into the impact of e-payment on customer shopping behaviour.

1.2 Statement of Problem

At any given time, there are millions of people online, each of whom is a prospective customer for a firm that offers online sales. Because of the continuous growth of Internet-related technology, a company interested in selling products through its website will continually be looking for an advantage in the competitive market.

Given the large number of prospective consumers, it is critical to understand what they want and need. The need of analysing and identifying elements that influence the consumer when he or she decides to make a purchase on the internet is critical, especially since the internet is a new medium with new consumer demands.

That is why it is critical for online stores/retailers to understand what drives online shoppers. Because online retailing is a new retailing medium, and online consumers behave differently than traditional consumers, it is necessary to discover what influences the online consumer.

Analysing the process that an online customer goes through while considering and making a purchase on the internet reveals some of the aspects that consumers evaluate. They address issues such as trust, convenience, cost, and e-payment security.

These characteristics must be discovered and considered by online retailers in order to meet consumer wants and compete in the online marketplace.

To further understand how these elements influence different types of consumers, it is necessary to examine the impact that e-payment has had on buying behaviour throughout time.

1.3 Aim and Objective of the Study

The purpose of this research is to investigate the impact of e-payment on customers’ online shopping habits. While the precise aims include:

1) Examine the importance of making online payments.

2) Investigate online shoppers’ conduct in terms of pricing, trust, convenience, and security.

3) Determine how e-payments have changed internet buying.

1.4. Research Questions.

The main question in this study is how e-payment affects online shopping. This study will also attempt to answer the following sub-questions:

1) What is the importance of online payments?

2) How do pricing, trust, convenience, and security affect internet shopping?

3) How does e-payment affect online shopping behaviour?

1.5. Research hypotheses.

H0: Consumer views about internet buying are not significantly influenced by price, trust, or convenience.

H1: Consumer attitudes towards internet purchasing are significantly influenced by price, trust, and convenience.

H0: Online shoppers dislike making online payments.

H1: Online shoppers prefer making payments online.

1.6 Significance of the Study

This research will be significant in the following areas:

v It will help people comprehend what e-commerce (online stores) is and what factors influence consumer behaviour when shopping online.

v It will also provide a better understanding of techniques for enticing customers to online retailers and increasing customer loyalty and consistent patronage.

v It will also strengthen the relationship between online stores and consumers of items and services available on them.

1.7. Scope of the study

Starting to investigate all of Nigeria’s online retailers or all of the consumers that purchase online would be a monumental undertaking, thus the researcher would focus solely on Jumia shoppers in terms of e-payments.

1.8 Definition of Terms.

E-commerce (electronic commerce or EC) is the purchase and sale of goods and services, as well as the transmission of payments or data, via an electronic network, most notably the Internet.

Consumers are individuals who purchase things or services for personal use rather than for manufacturing or resale. A customer is someone who can decide whether or not to buy an item from a retailer, and they can be persuaded by marketing and commercials.

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ON EQUAL PREDICTIVE ABILITY AND PARALLELISM OF SELF-EXCITING THRESHOLD AUTOREGRESSIVE MODEL

ABSTRACT
Several writers have devised statistical approaches for determining model similarity. This work not only introduces the concept of

We expand the concept of equivalency to quantify the prediction power of a time series using a stationary self-exciting threshold autoregressive (SETAR) process.

A thesis and lemma were utilised to connect the predictability measure to the coefficients and sample autocorrelation of the SETAR process. Examples demonstrate how to conduct the test, assisting practitioners in making informed decisions.

Chapter One: Introduction
1.1 Introduction.

Yule’s Autoregressive models, used to examine sunspot numbers, sparked widespread interest and research into linear time series modelling in 1927. Linear time series models have been widely used in several fields due to its ability to provide accurate one-step forward predictions.

However, Sunspot numbers (covered below) demonstrate that this is not always the case. The reasons for this are discussed later on.
Nonlinear time series analysis became popular in the 1970s. The interest stemmed from the requirement to model nonlinear changes in real-world time series data.

Limit cycles, time-irreversibility, amplitude-frequency dependency, and jump phenomena are not properly described by autoregressive Integrated Moving Average (ARIMA) models, as demonstrated by the Sunspot statistics. Tong (1978) proposed a method for modelling nonlinear changes in time series data using different Autoregressive (AR) processes.

The switch between AR models is based on the delay parameter and threshold value(s), which are specific time lag values from the given time series. Tong and Lim (1980) and Tong (1983) provided a detailed description of the process.

Tsay (1989) presented a more straightforward procedure. According to Tsay (1989), Tong’s (1983) approach is insufficient for deciding if data can be explained using a threshold model.

The Threshold Autoregressive (TAR) model, which linearizes nonlinear models over state space using thresholds, has gained popularity due to its ability to accurately model nonlinear data. Other nonlinear time series models, such as the Nonlinear Autoregressive (AR) and Closedloop Threshold Autoregressive (TARSC), have also been proposed.

Priestly (1965) and Ozaki and Tong (1975) used the concept of local stationarity to analyse non-stationary time series and time-dependent systems. This is similar to our current concept of local linearity.

Nonlinear processes involve at least two regimes with varying parameters and/or process order. Tong and Lim (1980) proposed the following conditions for modelling nonlinear time series, listed in order of preference:

To choose a suitable model, it should not need too much computation and be broad enough to account for nonlinear occurrences.
The fitted model should provide one-step-ahead prediction and, if nonlinear, improve overall prediction performance.

It should also reflect the structure of the data generation mechanism based on theories outside statistics and be general enough to generalise to the multivariate case.

Predictive capacity in time series determines the extent to which past data may predict future outcomes. Predictive ability is critical in time series analysis. Applied researchers have traditionally focused on determining predictability among macroeconomic variables.

Many studies have been conducted to determine if money predicts output. Several tests have been used to address this subject, including simple linear Granger Causality (GC) tests (e.g., Stock and Watson, 1989) and non-linear predictive tests (e.g., Amato and Swanson, 2001; Stock and Watson, 1999).

Predictive ability has been studied and applied in a variety of sectors, including tourism and banking. Research on the predictive capacity of several series is limited (Otranto and Traccia, 2007).

Testing for identical forecast performance indicates equal predicting abilities. Testing equal prediction capacity is crucial in risk management. It’s possible to determine if time series with similar variables (e.g. economic, climate) recorded in different locations or using different procedures have comparable predictive powers.

3
This study examines the equal prediction performance of the Self-Exciting Threshold Autoregressive (SETAR) model during parallel simulation. We employ the Wald test (Steece and Wood, 1985; Otranto and Triacca, 2007) to compare the similarity of SETAR processes.

1.2 Statement of Problem

Previous research on parallelism and equal prediction ability focuses on ARIMA and GARCH models. We examine parallelism and equal prediction abilities for the Self-Exciting Threshold Autoregressive model.

We use autocorrelation and model coefficients to link equal predicting ability to model structure. It’s important to assess whether the transformations are parallel to the original data.

Box and Jenkins (1970) developed an iterative technique for creating time series models, including model identification, estimation, and diagnostic checks. Identifying typical patterns of behaviour or structure in sample autocorrelation and partial autocorrelation is a crucial step in the model building process. This work delves into these issues.

1.3 Research Objectives

This work focuses on the forecasting ability of nonlinear time series. The study intends to achieve four objectives:
1. Develop an equal predictive ability test for nonlinear time series. 2. Determine the conditions for parallelism and equal predictive ability. 3. Validate the test with real-world data.

1.4 Significance of the Study

When testing for equal predictive abilities, the question is whether one forecast model outperforms another. To answer this question, examine the null hypothesis that both series have similar structure.

This testing problem is crucial for applied analysts as multiple ideas and specifications are typically employed before selecting a model. This test focuses on determining if various series are parallel, indicating structural similarities between them. To test for similarity in the structure of a series, we might use parallelism rather than predictive equality.

It’s crucial to determine if two or more time series are comparable in various scenarios. Predicting demand for common items in multiple marketplaces requires demonstrating that demand models are comparable across markets.

By accepting the hypothesis of parallelism between two time series, it is possible to improve model parameter estimates by pooling data sets. Using series with similar structure can also help forecast volatility and select seasonal adjustment procedures.

5
1.5 Scope of the Study

We consider the Self-Exciting Threshold Autoregressive models’ parallelism and predictive performance. The R2 index, which tests predictive ability, can be defined as a function of time series model parameters and autocorrelation.

This helps describe the series’ structure. This index compares the prediction ability and parallelism of different models. We tested the hypothesis using Steece and Wood’s (1985) simple method for testing the equivalence of k time series. We then compared this to the predicting abilities of different time series.

6

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A CRITICAL INVESTIGATION OF CELEBRITY ENDORSEMENT OF CHARITABLE CAMPAIGNS AND ITS IMPACT ON AWARENESS CREATION IN GHANA

Chapter one

INTRODUCTION

1.1 Background of the Study

According to Franklin, Hogan, Langley, Mosdell, and Elliot (2009, p. 37), the term “celebrity” comes from the Latin adjective “celeber,” which meaning “renowned” or “celebrated.” They define a celebrity as “a person who is widely recognised in a given society and commands a significant amount of public and media attention.”

People who enjoy public recognition by a large proportion of a given group of people,” according to Schlecht (2003, p.3). From these definitions, it is clear that public recognition or fame plays a vital role in deciding who a celebrity is. While fame is a well-known prerequisite for acquiring celebrity status, there must also be some level of public interest in the individual.

The celebrity’s renown may or may not be tied to the reason for the publicity. A well-known public figure, such as a gender campaigner, may not be considered a celebrity unless something else (such as who she is dating) piques the public’s or mass media’s attention.

Other types of famous persons, such as musicians, actresses, and athletes, almost always achieve celebrity status, even if they purposefully avoid media attention (Franklin et al., 2009).

Celebrities are noted for a range of characteristics, including their physical appearance, specific skills in sports, entertainment, public speaking, and living extraordinary lives (Schlecht, 2003). Celebrities include actors, sports figures, models, musicians, and, more recently, preachers.

Individuals may achieve celebrity status in other ways, such as through their wealth, ties to a famous family, background, lifestyle, or controversial actions, especially in the new media era, where an individual can become a national sensation overnight simply by posting a large number of nude photos or videos on social media (Franklin et al. 2009).

A celebrity’s identity is a subjective idea significantly impacted by a country’s or cultural community’s celebrity system. For example, in Ghana, some people may be well-known and popular with the audience, but they may not be well-known abroad.

As a result, while a celebrity in Ghana, they may not be recognised as one in other parts of the world. Politicians may be considered celebrities in some countries, but not in others (Franklin et al., 2009; Schlecht, 2003).

It is difficult to categorise any one celebrity because celebrity levels vary by country and place (Franklin et al., 2009). Some celebrities are known as A-listers, which refers to the most well-known and powerful people, with nearly all of them holding high-ranking positions in politics, religion, entertainment, or sports.

In a hierarchical hierarchy, entertainers are classed as B-list, C-list, or Z-list based on their global renown (Franklin et al., 2009). Athletes in ancient Greece who were brought home as heroes with songs and poems written in their honour before the advent of new media were significant individuals who were famous and would be considered celebrities today (Miller, 2004).

Additionally, they received free food and gifts (Miller, 2004). Oprah Winfrey, television host; Jennifer Lopez, musician and actress; Beyoncé, musician; Taylor Swift, musician;

and Floyd Mayweather, boxer, have been among the most popular A-list celebrities according to Forbes 100 in recent years, notably between 2010 and 2018.

Spry, Pappu, and Cornwell (2011) believe that celebrities have considerable persuasive power and can improve advertising effectiveness, brand identification, brand recall, buy intentions, and purchase behaviour.

According to Spry et al. (2011), most well-known celebrities exercise their authority in a variety of ways due to their position of power. Examples include serving as brand ambassadors, spokespersons for various organisations or causes, and product and service advocates (Kambitsis, Harahousou, Theodorakis, and Chatzibeis, 2002).

Many businesses are entering into multimillion-dollar partnerships with celebrities in the hopes of attracting customers, achieving a “unique and relevant position in the eyes of consumers” (Temperley & Tangen, 2006, p. 97),

and “offering brands a touch of glamour” (Reynolds, 2000 as cited in Nwokah & Nwulu, 2015, p. 26). Celebrities’ employment as a signalling technique is known as “playing the role of a signalling strategy.” (Nwokah & Nwulu, 2015; Mustafa 2005, p. 26).

Celebrity endorsement is now being used by a wider range of organisations to attract audiences, independent of product kind (Thorson, 2008; del Mar Garcia de los Salmones, Dominguez, Herrero, 2013). According to Jain (2011, p. 69), celebrity endorsement is “the practice of celebrities being exploited for giving services other than executing their actual employment.”

This implies that celebrity endorsements are simply a byproduct of celebrities’ primary employment. According to a Taiwanese study, consumers are more likely to remember a product [or cause] advocated by a celebrity, regardless of whether they are actual fans of the celebrity (Chi, Yeh, and Tsai, 2011).

According to Market Watch, a financial information website that covers business news, research, and stock market statistics, a simple statement from a corporation announcing the hiring of a celebrity or athlete can cause stock prices to rise moderately and sales to increase by 4%.

Furthermore, “celebrity endorsement is typically considered as a realistic alternative for firms to boost awareness, build credibility, and promote products,” according to White, Goddard, and Wilbur (2009). (p.6).

They went on to state that ‘approximately 14-19 percent of advertising shown in the United States featured celebrities supporting products and businesses,

a proportion that is substantially greater in other markets’. Nike, a sportswear business, is said to spend $475 million each year enticing athletes to endorse their brand (Khan & Lodhi 2016).

Celebrities have not been left out of the non-profit sector. They contribute to the industry in a variety of ways, including establishing their own non-profit organisations; associating themselves (one-time) with specific agencies whose causes they may be interested in;

lending their names to be associated with advertising for products or services; permanently aligning themselves with an agency and participating in their activities; and donating money or rendering their services.

The most essential reason why most organisations use celebrities is to garner revenue and visibility for their brands. Celebrity involvement in charitable and humanitarian projects has been increasingly common during the last two decades.

This has been partially attributed to the fact that “offering support for global charities has become part of the contemporary celebrity job description and a hallmark of the established star” (Littler, 2008; p. 237).

Furthermore, according to Harris (2003), such involvement allows celebrities to demonstrate to their viewers that they are trustworthy and compassionate. There may be celebrities who support charitable causes with the sincere goal of assisting the underprivileged in society.

1.2 Statement of Problem

With the recent increase in charitable organisations’ demand for celebrities to endorse their causes, as well as celebrities’ growing interest in charitable causes as a part of their jobs and a measure of accomplishment, the concept of celebrity endorsement of charitable causes is here to stay.

Celebrities have advocated, promoted, and raised awareness for a range of issues, either on their own, through their foundations, or by donating to charity organisations. However, celebrity endorsements of products, businesses, services, health programmes, and even political parties are not a recent phenomenon.

Since the beginning of time, corporations and organisations have utilised celebrities to promote and establish the legitimacy of their products, brands, and services. As a result, there has been a great deal of curiosity in such endorsements, which has led to extensive research.

Celebrity endorsements of humanitarian organisations, on the other hand, have received little scholarly attention, despite their growing popularity in recent years (Park & Cho, 2015). Furthermore, some of the limited but existing literature suggests that there is a link between charity and celebrities,

that celebrities raise awareness and aid in sales, lending credence to the notion that celebrity endorsements have an impact on product sales and charitable cause awareness (the “celebrity effect”). However, opinions disagree on the extent of effect [and impact] (Brockington & Henson, 2014).

Celebrities in Ghana support and/or champion a wide range of causes, charities, and charity-related activities, and despite the trend’s rapid development, it has received little scholarly attention.

Furthermore, whether or not celebrities have an impact on their campaigns in terms of raising awareness, whether the impact is positive or bad, and the scale of the impact (the extent) emphasises the need for more academic research in this area.

This study will investigate if celebrities in Ghana raise awareness when they advocate or campaign for charitable causes, despite the fact that they cannot address or aspire to resolve all of the issues highlighted above.

It will also look into the effectiveness of this new charitable advertising trend in Ghana. The study will be focused on celebrity endorsements and campaigns for the “UNICEF Influencers Campaign” (Wiyaala, M.Anifest Gary Al-Smith, Ameyaw Debrah, and MzVee), as well as the UNFPA Ambassador for Obstetric Fistula (Mr. John Dumelo).

1.3 Study Objectives

The primary goal of this research episode is to investigate celebrity endorsements of charity causes and their impact on awareness. The study will look into the relationship between celebrity endorsements of humanitarian campaigns and public awareness of those campaigns. And investigating the efficacy of celebrity endorsements in raising awareness for philanthropic efforts.

1.3 Research hypotheses

The study will determine the veracity of the following hypothetical assertion.

H01: There is no significant link between celebrity endorsements of humanitarian activities and public knowledge of those campaigns.

H02: Celebrity endorsements do not effectively raise awareness for philanthropic projects.

1.4 Significance of the Study

This study seeks to discover whether celebrity endorsements, in whatever form, boost awareness, and if so, by how much. This will provide charitable organisations and agencies with a rudimentary understanding of the relationship between celebrity endorsements and public awareness of humanitarian activities, allowing them to make informed marketing decisions.

It will also advise non-profit organisations on what factors to consider when establishing and implementing communication plans that incorporate celebrity endorsements in order to obtain the desired amount of exposure.

The study will once again allow celebrities to learn about their impact on the public while advocating for charitable causes, as well as, if possible, the most successful approach to use.

This study will add to the present literature in this field while also serving as a resource for academics, researchers, and students who may like to do future research on this or a related topic.

1.6 Scope of Study

This study looks into the impact of celebrity endorsements of philanthropic efforts on awareness creation, with a particular emphasis on the relationship between exposure to celebrity endorsements of humanitarian projects and public knowledge of those campaigns.

And the efficacy of celebrity endorsements in raising awareness of philanthropic projects. Due to the nature of the study, students from Ghana University Legon will be enlisted as participants.

1.7 Limitations of the Study

The researchers faced financial, material, and time constraints throughout the project.

1.8 Definition of Terms

Celebrity is a state of renown and widespread public recognition bestowed upon an individual or group, or, on rare occasions, a character or animal, as a result of mainstream media attention.

Endorsement is the act of endorsing someone or something.

Awareness refers to the state of being conscious of something. More specifically, it refers to the ability to immediately know and sense, feel, or be aware of occurrences.

A campaign is an organised course of activity designed to attain a specific goal.

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EFFECTS OF TELEVISION ADVERTING IN CONSUMER BEHAVIOUR

ABSTRACT

This study focuses on the importance of packaging in the marketing of consumer goods in Nigeria. We strive to learn about packaging techniques, as well as the significance, potential, advantages, and effects of modern packaging structures in the Nigerian market.

This work covers five chapters. Chapter one deals with the introduction, background of the study, statement of problems, objective of the study, research questions, statement of hypothesis, etc.

Chapter two began with a literature review that talks about various approaches to the definition of packaging importance, strategy, social influence, etc.

Chapter three deals with the research methodology, research design, population of the study, etc. Chapter four explained the presentation and Chapter five focuses on the summary of findings, problem research, recommendations, study implications, and references.

Chapter one

INTRODUCTION
Advertising is as diversified as less marking parent, and it holds a very high position in the marketing configuration. Advertising is one of the sub-elements of the promotion element of the marketing mix, which includes product, price, promotion, and please.

Advertisement, according to the Chambers English definition, is the act of giving notice of something or providing public information about the merit asserted. Additionally, the American Marketing Association defines advertising as any paid form of non-personal presentation and promotion of ideas or services by an identified sponsor.

Advertising is primarily a marketing tactic used to communicate the feasibility of products as well as the availability of items and services to the general public. According to Dunn and Barban (1978:4),

practically everyone agrees that advertising is a powerful, frequently obstructive type of communication that influences us both directly and indirectly in defining advertising.

Durn and Barban (1978:4) suggest that advertising is compensated non-personal communication by corporate firms via multiple media channels. Non-profit organisations and individuals who are recognised in the advertising message and want to enlighten or persuade members of a specific audience.

In general, the ultimate goal of advertising is to announce the arrival available. Benefits and pricing of products or services for sale. There are two types of advertising: primary advertising and selective advertising.

Primary advertising tries to increase demand for genetic products or services across an industry or organisation. On the other hand, selective advertising encourages demand for a certain product offered by a corporation or firm.

Another distinguishing feature is that primary advertising is frequently utilised by organisations to generate patronage for their product range, as in the example of Unilever Nigeria Plc, which sponsors football tournaments or other sporting events. This is done in order to increase consumer demand for their products.

Selective advertising, also known as direct action advertising, can help to preserve an established brand. Selective advertising is often known as direct action advertising for short.

The Imo detergent action advertisement aired during Nigeria Television Authority (NTA) Network special programmes, such as supervision. In such cases, the advertised product or service’s price is always mentioned.

There is another sort of advertising known as institutional advertising. This type of advertising is designed to create a positive impression of an organisation in the minds of society or the business community rather than the products or services that an organisation produces. The advertising message here is centred on the organization’s name.

Advertising as an economic activity has been with us since ancient times. In ancient Egypt, Greece, and Rome, there were advertisement posters, paintings, signboards, and drawings on the walls of buildings for various items (Age et al 1982). During this time, vendors of various things carried their waves along, advertising the availability of such product, much like today’s hawkers.

This was advertising at its most basic and unrefined. Until the eighteenth century, advertising played an insignificant role in business. When Johnann Guttebery invented the printing press around 1440, business transactions were dependent on personal selection. Posters and newspapers were subsequently used to market goods and services.

Advertising was in its early stages until advertisements emerged in newspapers in America (sand ega and try Burger,1763), but this new development was limited due to the low level of trade. However, beginning in 1840, the volume of advertising increased in proportion to the level of trade.

When radio broadcasting established itself in the United States of America in the 1920s, broadcast advertising emerged, boosting trade. About two decades after radio’s invention, television appeared, increasing broadcast advertising and eventually taking the lead from radio.

Zingler and Howard (1984:10-11) emphasise America’s position, claiming that television’s gross advertising revenues accounted for approximately 75% of broadcasting’s total receipts, with the remaining 25% going to radio. Television has subsequently dominated broadcast advertising, which was formerly monopolised by radio.

The primary goal of advertising is to influence people’s psyches in order to entice them to a specific good or service. According to Ikechukwu Nwosu (1990), advertising is mass communication that aims to market commodities, services, ideas, people, institutions, or organisations.

Many modes are utilised in the advertising process, such as print advertising (newspapers, magazines, journals, billboards or outdoor, and mail order) and broadcast advertising (radio television advertising), which has influenced all other sorts of advertising. This is because television combines sound, colour, and action in a way that other media do not.

Modern advertising began in Nigeria in 1929 with the establishment of West African Publicity Limited (WAP) by the United African Company (U.A.C). West African Publicity focused on placing posters and other advertising products exported to West Africa by British publicity manufacturers on newspapers such as the Daily Times, which increased their readership.

In order to increase product advertising, radio broadcasting was introduced into the country in 1932. But the impact was not feit until 1959, when the Western regional government of Nigeria, under the premiership of the Late Chief Obafemi Awolowo, established the first television station in black African, thus television advertising was born.

The eastern and northern regional governments followed the western region in establishing television and radio stations in 1960 and 1962, respectively. The federal government of Nigeria established her own television station in April 1962. Since then, the number of television channels has steadily increased throughout the country.

According to Amechi (1991:5), as of 1991, there were about thirty-nine television stations, but in recent years, there has been an increase in the number, and Nigeria should have over 60tv stations like ATI,

Silverbird, have sprung and are now competing with consumer attention with the largely government-owned television stations that dominate the broadcast landscape in Nigeria. Audience size has also increased tremendously, and this in turn has increased the advertising.

Advertisers have learned that television is a versatile medium for advertising their goods, services, and ideas as Nigeria’s economy gets more industrialised and sophisticated. According to Seigler and Howard (1984:17), television is the fastest growing advertising medium in the world today.

The most important aspect is the visual components, which allow for the instant transmission of sight, motion, and colour. Through television, advertisers can demonstrate products by focusing attention on their most visually appealing features and emphasising packages and corporate logos through close-up cameras.

Television commercials can generate drama. Suspense and emotions. It is a potent behaviour shaping and changing force. Because it mixes visual and auditory cues with movement and drama. It has the ability to captivate attention, pique interest, instruct, and teach through illustration and example.

Television advertising has a dynamic vibrancy and a tremendous ability to attract and retain large audiences. Thus, television advertising must be effective and meet its objectives. There will be information. Values and emphasised stimuli.

This is because information is news while stimulus values provokes a customer to evaluate judge the reach a decision to single out a particular product from all other advertising messages surrounding them.

The ultimate purpose of television advertising is to affect the way television advertising viewers think and act their behavioural patterns with the ultimate goal of selling a product or service. Unilever Nigeria Plc, makers of blue Imo detergent, as one of the leading organisations

1.1 Historical Background of the Study

Unilever Nigeria Plc is a member of the Uniliever group, a multinational organisation. Unilever is one of the world’s leading consumer goods producers. It has about 500 affiliate companies in around 70 countries that carry out a variety of economic activities. Unilever Nigeria Plc was established in Nigeria in 1923 under the name west Africa soap company limited.

The name was changed to lever brothers Nigeria Limited thirty-two years later in compliance with the 1977 indigenization decree. Sixty percent of its equity shares are held by Nigerians, leaving forty percent to Unilever.

In July 1985, lever brothers Nigeria Limited merged with Lipton, a tea manufacturing company, making Lipton part of the food and drinks division of lever.

Lever Brothers Plc. The company is presently listed on the stock exchange under the name Unilever Nigeria Plc. The company’s headquarters, primary factory, and Lipton divisions are located in Apapa, Lagos, where soaps like as Asepso, Lux, and Astral are created.

The company creates Omo, Vim, food drinks such as Roy Co. tree top squash, tea, and coffee, as well as personal care products such as close-up tooth paste, Pepsodent toothpaste, and Astral lotion. The company’s second production is located in Abia. The commercial never centre of Abia State where soaps such as sunlight lifebury and key brands are manufactured Omo,

a non-soapy detergent is also manufactured Unilever Nigeria Plc has its third and ultra-modern factory situated at Agbara industrial estate Ogun State where edibles such as blue band and planta margarines,

as well as bread and marva which serve the bakery industry are produced in the main Unilever Nigeria Plc produces about twenty-four brands of consumer goods. The corporation has continuously won Nigeria’s standard organisation.

1.2 Statement of the Problem

Television as a medium of communication gained importance on the marking of products, services, persons, ideas, and corporate entities. It has become a prime medium with its motive force of sight, sound, spectacle, colour, and motion. However, most television viewers do not know the extent of the influence television has on their purchase behaviour.

The study is therefore undertaken out of the concern that television viewers in Owerri L.G.A may not be adhere of the effects of television. It is not certain whether the television advertisement of Omo is responsible for this from available literature.

There has not been any attempt to find out or ascertain the effects or impact of television viewership and consumers on Owerri. There is also the problem of determining if the Omo detergent television advertisement has been able to title some potential consumers disposition towards Omo detergent. This is predicated on the factor that the news adjacency of Omo

1.3 GOALS OF THE STUDY

The primary goal of this study is to determine the effects and impact of television advertisements on Omo detergent users in Owerri. Specifically, we will discover the following.

i) To what extent do television advertisements influence Owerri television viewers?

ii) Determine which component of Omo’s television advertisement influenced television viewers the most.

iii) Determine whether some features of the Omo television advertising are amiss.

iv) To investigate the effects of Omo television advertisements vs other Omo advertisements in various media on consumer behaviour in Owerri.

v) In light of the aforementioned, identify ways that Omo television advertisements should be improved in order to have a greater impact on consumers.

1.4 RESEARCH QUESTIONS.

The answers to the previous question would lead to the situation of the problem.

1) To what extent has planning and control benefited the organisation.

2) What are the principals, producers, and steps on which planning and control should be founded in order to arrive at a cause of action that will result in a certain outcome?

3) What are the primary tools for planning and control?

4) What are the issues that affect company planning and control?

5) To what extent can adequate planning and control prevent business failure and distress?

1.5 Significance of the Study

Every business organization’s survival is mostly dependent on the goodwill of consumers who purchase its products. Consumer attitudes towards a product or service determine whether or not that product will remain in the market as a result of this.

The study will be very useful to Unilever Plc’s Omo detergent markets, particularly in Owerri, Imo State, and Nigeria in general, while advertising Omo detergent.

It is also expected to be of immense importance to markets of other brands of detergent on the country as it will help them determine the best way to advertise and oppose their own product.

The study will also be of help to research firms, advertising practitioners, and research students on advertising and marketing on the area of consumer behaviour. It will also be of help to marketing and media planners on corporate bodies involved in the manufacture of detergents.

1.6 SCOPE OF THE STUDY

During the process of carrying out the study product, the researcher faced some external variable that hampered the force hues of the work. Some of the reasons include information gathered from Pz Industries (Nig) Plc employees, books, and journals.

a) Time Constraint: Due to the nature of the study, the time assigned to it was insufficient, preventing the research from covering some organisations relevant to this study.

b) Finance: Inadequate financing was a major barrier to a faster recovery. This study endeavour was a result of the high transportation costs associated with the collecting of information required for the job.

c) Accessibility: During the course of this research study, the researcher found it difficult to gain access to the population of interest, and as a result, not all of the needed information was gathered because an extended visit was not conducted.

d) Fear of information distribution among respondents: The majority of respondents were unable and afraid to participate in information dissemination due to inaccurate information.

1.7 Limitations of the Study

During the course of conducting this study endeavour, the researcher came across an extraneous variable that disrupted the free flow of the work. The data were gathered from Pz Industries (Nig) Plc employees, books, and periodicals. Some of the factors include:

1) Finance: Inadequate financing was a significant impediment to rapid rehabilitation. This study endeavour was a result of the high transportation costs associated with the collecting of information required for the job.

2) Time Constraint: Due to the nature of the study, the time assigned to it was insufficient, preventing the researcher from covering some organisations relevant to this research.

3) Accessibility: During the course of this research project, the researcher found it difficult to gain access to the population of interest, and as a result, not all of the needed information was gathered because an extended visit was not conducted.

4) Fear of information distribution among respondents: The majority of respondents were unable and unwilling to participate in information dissemination due to inaccurate information.

1.8 Definition of Terms

1) A consumer is an individual who buys or has the ability to buy goods and services provided by marketing bodies or corporate entities in order to meet personal requirements, wants, and desires.

2) Advertisement: it is a communication that expresses the characteristics of a specific product to the intended audience.

3) Advertising: This is the process of preparing an advertisement’s message and presenting it to the media.

4) Consumer Behaviour: This is a component of human behaviour that deals with the acts involved in the purchase of products and services to satisfy human desires, wants, and needs.

5) News Adjacency: This is the time before, during, and shortly following news on the radio or television for advertising.

6) Institutional Advertising: This type of advertising is used to create a positive impression of an organisation or corporate body in the minds of society or the business community. Unlike marketing for products and services, institutional advertising is more about public relations.

7) Network Advertising: This sort of advertising spans the entire country.

8) Regional Advertising: This sort of advertising is limited to a specific region of the country.

9) Primary Advertising: This sort of advertising aims to increase demand for the entire corporation’s genetic products or services.

10) Selective Advertising: This style of advertising generates demand for a certain product inside an industry or organisation. It is also known as direct advertising.

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APPLICATION OF MARKETING CONCEPT IN THE NIGERIA PUBLIC SECTOR COMPANY

ABSTRACT
Any organization’s survival and growth are heavily dependent on marketing operations. Recently, marketing activities in the service company have caused major complications for the service operators.

This is due to the competitive nature and the growing number of service businesses. The purpose of this paper is to investigate the implementation of marketing concepts in banking companies.

The research is based on data gathered from both primary and secondary sources. The study’s findings revealed that application has a dominating position in banking companies. This study also demonstrated the importance and benefits of implementing marketing concepts in Nigeria’s banking industries.

As a result, the capacity of any service company to establish and implement an effective marketing strategy will determine its continued survival. The study’s date analysis was simple,

and the chi-square (X2) statistic was used to examine the results further, confirming the influence of applying marketing concepts in Nigerian banking companies.

Chapter One: 1.0 Introduction

Background of the study

The banking industry’s survival of the fittest has provided numerous competitive challenges for the survivors, both old and new generation banks, forcing the marketing concept and its application in order to compete advantageously and make more profit.

The marketing concept of providing the target’s need and want at a higher profit than competitors should not be overemphasised. Marketing can also refer to the action or business of promoting and selling products or services.

Although it was rarely used in the past by service companies. The lagging attitude of service marketers in implementing this marketing concept might also be attributed to the inseparability of services.

Apparently, owing to the fundamental nature of banking services, it ought not to be handled in exactly the same way as other industrial firms.

Banking marketing must essentially fulfil two distinct tasks.

(i) To attract deposits, it must also attract borrowers and service consumers.

Banking’s dualistic nature necessitates a more complex marking challenge than those seen in other businesses.
However, in recent years, they have been driven out of the market due to their inability to fulfil the N25 billion capital base.

The banking industry’s survival of the fittest has provided numerous competitive challenges for the survivors, both old and new generation banks, forcing the marketing concept and its application in order to compete advantageously and increase profits.

1.1 Historical Background of the Study

FirstInternational Bank Limited was founded on May 30, 1990, with its headquarters in Lagos, Nigeria, as a private limited liability company. The bank was licenced to conduct banking operations in June 1990. The bank’s name was changed to Firstbank Plc on May 20, 2004, to reflect its status as a public Limited Liability Company.

The bank’s shares were listed on the Nigeria Stock Exchange (NSE) on October 21, 2004, following a highly successful initial public offering (IPO). Nigerian institutions and individuals own over a million shares of the bank.

In Nigeria, the bank’s major service delivery channels are its business offices, which numbered over 330 branches and more than 218 cash offices as of 2011.

These are located in important business and commercial centres throughout the federation, including the federal capital territory (FTC) in Abuja. Within the first decade of operations, the bank established a dominant position in profitability and all other performance indicators, which it has maintained to this day.

1.2 Statement of Problems

Because the marketing concept and its application are still relatively new in contemporary corporate organisations, researchers have discovered that some organisations lag behind due to the following issues.

(1) Not recognising the customer as the monarch.

(2) Creating products or services from which buyers can choose.

(3) Not adapting to shifting marketing conditions.

(4) Incorrect use of marketing concept.

(5) Ignoring the good impact made by the adoption of marketing concepts.

1.3 RESEARCH QUESTIONS

This research aims to address the following reach questions in relation to FirstBank of Nigeria Plc.

(1) To what extent did marketing concepts have an impact on banking companies?

(2) Would a bank operate without using marketing concepts?

(3) Can anything be done to improve customer service?

1.4 Research Hypothesis

The following hypotheses were developed to lead the investigation; the hypotheses will be examined at 0.5 alpha levels.

Hypothesis 1: Marketing is not effective for impacting a company’s position in banking.

Hello: The marketing concept serves as a tool for position impact in a financial company.

Hypothesis 2: Ho: FirstBank’s existence does not depend on marketing concepts.

Hello: the existence of FirstBank is heavily reliant on the implementation of marketing concepts.

1.5 PURPOSES OF THE STUDY

The goal of this research is to evaluate Firstbank’s marketing department in order to determine the influence of marketing concepts and their implementation in their baking business. Specifically, they include:

(1) To investigate the influence of marketing concepts and their application in banking companies.

(2) Determine whether a lack of application of marketing concepts might actually contribute to business failure.

(3) To ensure that the application is being processed by Firstbank Plc.

(4) Identify the issue that is impeding FirstBank of Nigeria’s effective application of marketing concepts.

(5) To recommend the expansion of bank services.

1.6 Significance of the Study

This study focuses on the use of marketing in Nigerian banking companies. It also assists the public, particularly depositors, in identifying “sound” banks so that they do not risk their hard-earned money with distressed banks, and investors in the Company will know where to direct their investments.

It is also a study to see whether a lack of application of marketing concepts might lead to business failure.

1.7 SCOPE OF THE STUDY

This study is reasonably limited to the influence of applying marketing concepts in Nigerian banking companies.
It was planned to carry all Nigerian banks, but due to several limits, Firstbank Plc has a limited number of branches.

1.8 Definition of Terms

Bank Age (Ag) is defined as the number of years a bank branch has existed.

According to Hart (1931:1), a bank or banker is a person or corporation that receives money and collects drafts for customers, with the obligation to honour cheques drawn on them from time to time by customers up to the amount available on their current accounts.
Banking can be defined as the practice of receiving money or deposits from the public and making loans.

According to Kotler (1983), marketing is a management concept that holds the key task of an organisation, which is to determine the need, want, and adopt the organisation to deliver the desired satisfaction more effectively and efficiently than its competitors. A human need is a state of depreciation in a person.

They include the basic physical need for knowledge and self-expression. According to Kotler (1980), went are desired for specific satisfaction of the needs as those separately identifiable, essentially intangible activities that produce want satisfaction and are not necessarily linked to the sale of produce or other services.

Product According to Kotler Philip 91999: 238, anything that may be supplied to a market or for attention, acquisition, user, or consumption may satisfy a want or need.

Market: Any arrangement in which buyers and sellers get together to exchange goods and services.

Market segmentation is a marketing approach that involves breaking an international target market into subsets of consumers with wants and applications for relevant goods and services.

Services are market-based intangible offerings.

Marketing Mix: A word used to describe a business’s blend of methods for efficiently marketing its products or services to a certain target consumer group.

Marketing research can be described as any organised effort to gather knowledge about the market or clients.
A customer is described as a person or group of people who are the final users of goods and services produced within a society.

Advertising is defined as any paid non-personal presentation and promotion of ideas, goods, or services by an identifiable sponsor in order to raise awareness, enlighten, educate, and persuade their target audience to make a purchase.

According to Kotler Philip (92002: 4-04), a brand is a name, sign, symbol, or design, or a combination of them, that is meant to identify the goods or services of one seller or group of sellers and distinguish them from those of competitors.

Trade Market: A distinctive sign or indicator used by an individual, business organisation, or other legal entity to identify for consumers that the product or services on or with which the trademark appears are from unique sources designated for a specific market, as well as to distinguish its product or services from those of other entities.

Corporate identity: Can be defined as an extension of your bank that includes everything with your logo and contact information.

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