INFLUENCE OF ADVERTISEMENT ON CONSUMER BUYING BEHAVIOUR
INFLUENCE OF ADVERTISEMENT ON CONSUMER BUYING BEHAVIOUR
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.
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.