THE ROLES OF ADVERTISING ON CONSUMER CHOICE: A CASE STUDY OF THE NIGERIAN CONTEMPORARY SITUATIONS.
THE ROLES OF ADVERTISING ON CONSUMER CHOICE: A CASE STUDY OF THE NIGERIAN CONTEMPORARY SITUATIONS.
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Date
1995-10
Authors
VICTORIA, MATTHEW,
MOJISHOLA
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Abstract
ABSTRACT
THE ROLE OF ADVERTISING ON CONSUMER CHOICE: A CASE STUDY
OF THE NIGERIAN CONTEMPORARY SITUATION.
Advertising generally in the Nigeria situation as well as worldwide has
played a very vital role in influencing the choice of consumer goods/services, but
the Nigerian situation, because of her economy presents an interesting scenario
for closer study. The economy has been passing through some drastic changes
both in the production and manufacturing sectors, the service as well as the
informal sectors and in the rate at which consumers shift from the demand of one
product to another.
There has been incessant increases in prices because of the high
inflationary rate, introduction of new brands and innovation in various areas.
The study reveals that all these have heightened the competitive drive to
sell off goods stockpiled in warehouses (increasing advent of sales promotions).
Aggressive advertising is now the order of the day, producers/manufacturers are
not only prepared to sell at below cost price to offset increasing cost of overdrafts
in the banks, they constantly improve on the quality management to constantly
improve the quality of goods/services, thereby overtime reducing costs; this
places them on the leading edge with increasing profit and ability to stay in
business. The study shows that consumers divert to goods and services of lower
prices for reasons of availability of funds. They are also aware now of the maxim
that says good value for your money". With constant innovation consumers are
rushing for new brands that spring up- This is the recent case with Michael Power
Stout Lager that came up with an improved quality beer this increased sales for
them even at the same price.
Consumers have been shifting in their demand patterns from one product
to another and which importance has been doubly acknowledged because of
present hardship which has caused serious reduction in the purchasing power of
the consumers.
The results of the study show that about 80% of consumers respond
favourably to advertising. The percentage of those who agreed that advertising
influences the rate of frequency of usage of a product was 85%. The number of
people who believed in advertising changing their taste for a product was also on
the high side (70%). Other variables used were on shift in demand (85%), target
guidance (85% consumers) increased in consumer varieties (85% brand loyalty
(70%). Alot of the respondents were not favourably disposed to some other
variables like increase in cost due to advertising/manufacturers. 60% of
respondents agreed that some advertising could be misleading. While 45% of
them disagreed with the fact that advertising determines quality, 25% seemed to
agreed. The rest 15% were not sure. The study tried to find out what consumers
complaints are more on. 60% replied that their complaints were more on price
than on media or organisation effects of no advertising showed a 90% reduction
in purchases, the rest 10% stopped purchased automatically.
Description
BEING A THESIS SUBMITTED TO THE DEPARTMENT
OF BUSINESS ADMINISTRATION IN PARTIAL
FULFILMENT OF THE REQUIREMENT FOR THE
AWARD OF THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION OF AHMADU BELLO UNIVERSITY
ZARIA. .
OCTOBER 1999
Keywords
ROLES,, ADVERTISING,, CONSUMER,, CHOICE:, CASE STUDY,, NIGERIAN,, CONTEMPORARY,, SITUATIONS.