TELEVISION ADVERTISING AND THE PATRONAGE OF SELECT NOODLES BY MOTHERS IN UYO METROPOLIS
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ABSTRACT
This study examines the relationship between television advertising and the consumption of choice noodles by moms in Uyo city. The study population consists of 200 employees of indomie noodle, Lagos state. The researcher utilized questionnaires as the data gathering instrument. Descriptive Utilizing a survey research design, this study was conducted. The study utilized 133 respondents comprised of human resource managers, marketers, production managers, and junior employees. The acquired data were tabulated and evaluated using straightforward percentages and frequencies.
FIRST PART
INTRODUCTION
Context of the study
The dynamism and intricacies of the modern corporate world have placed commercial organizations in a situation of competition with regard to decision-making. Adjustments are being made to the emphasis placed on an effective communication tool that will direct consumers’ purchasing decisions, and methods are being implemented to win consumers’ loyalty. According to Okpara (2012), a good product necessitates the establishment of client awareness and conviction to purchase. Okpara, Anyanwu, and Inyanga (1999) describe promotion, the most important tool of communication in the business world, as the packaging and dissemination of a potentially commercial message from a seller to a consumer in order to elicit the desired response from the latter. This bridges the gap of ignorance and heightens the awareness of prospective purchasers. Advertising has a vital role in informing, persuading, and reminding customers about the presence of a product, hence stimulating demand. When customers are not well educated about the existence of a product, sales volume declines relative to when it is effectively marketed.
A medium makes possible the effectiveness of advertising (Okpara & Agu, 2016). These include print, electronic, and broadcast media, as well as information and communication technologies (ICTs) (Awa & Kalu, 2016). The television is an electrical medium used for advertising purposes. Television Advertising is a segment of television programming produced and paid for by an organization to promote a wide range of products, services, and concepts (Stephen, 2010). This is intended to influence product consumption. In Nigeria, television advertising continues to play an important role in marketing instant noodles to youngsters. This study evaluates television advertising and consumption of specific noodles by moms in Uyo city.
STATEMENT OF THE ISSUE
As crucial as television advertising is in creating product or service awareness, it appears that the majority of businesses are still unaware of its power as a customer-driver. As a medium of communication, television advertising has acquired prominence in the marketing of products. It has become a prominent media due to its appealing visual, color, and motion qualities. Television advertising is expensive and its effectiveness is frequently dubious. In other instances, it may take time before the sales impact is obvious. Yet, savvy businesses consider advertising expenditures as investments. Observations indicate that numerous mothers regularly consume noodles. However, there is no known television advertisement that addresses this demographic. Marketers for Noodles believe that broad television advertisements aimed at youngsters and working class consumers can satisfy this demographic.
PURPOSE OF THE STUDY
The study’s aims are as follows:
To determine how much television advertising effects the purchase of indomie noodles.
To determine if Indomie brand noodle advertisement on television increases consumer preference.
To determine if indomie noodle television advertising results in repeat purchases.
To determine whether idomie noodle advertisement on television causes mothers to purchase the product.
RESEARCH HYPOTHESES
The researcher formulated the following research hypotheses for the successful completion of the study:
The choice of consumers for indomie brand noodles is not affected by television advertising.
The inclination of consumers for Indomie noodles is increased by television advertising.
Indomie noodle promotion on television does not influence mothers to purchase the product.
H2: television advertisements convince mothers to purchase indomie noodle
1.5 Importance of the Research
Students, business organizations, particularly noodle companies, and the general public will find this research to be of great importance. This study will shed light on the relationship between television advertising and the consumption of certain noodles by moms in Uyo city. The work will also serve as a resource for future academics who investigate the same subject.
SCOPE AND BOUNDS OF THE STUDY
The scope of the study is television advertising and moms’ consumption of chosen noodles in Uyo city. The researcher faces a constraint that restricts the study’s scope;
a) AVAILABILITY OF RESEARCH MATERIAL: The researcher has insufficient research material, consequently limiting the scope of the investigation.
b) TIME: The time allotted for the study does not allow for a broader scope because the researcher must mix it with other academic activities and examinations.
Explanation of Terms
It consists of indomie, Minie, Chicki Chki, Cherie Cherie, and Dangote Nooles.
Patronage is defined in this study as the purchase of certain instant noodles by mothers.
A television commercial is a segment of television programming that is created and paid for by a business. It provides a message intended to market and promote a product or service. Marketers and advertisers may refer to television advertisements as TVCs.
1.8 STRUCTURE OF THE STUDY
This study project is divided into five chapters for simple comprehension:
The introduction comprises the (overview, of the study), historical context, description of the problem, aims of the investigation, research hypotheses, relevance of the study, scope and limitations of the study, definition of words, and historical context of the study. The second chapter focuses on the theoretical framework upon which the investigation is based, therefore the literature review. The third chapter discusses the study’s research strategy and methodology. Chapter four focuses on data collection, analysis, and findings presentation. The study’s summary, conclusion, and suggestions are presented in Chapter 5.
TELEVISION ADVERTISING AND THE PATRONAGE OF SELECT NOODLES BY MOTHERS IN UYO METROPOLIS
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