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EFFECTIVENESS OF DETERGENT ADVERTISEMENT ON STUDENTS BUYING HABIT

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ABSTRACT

The core objective of this study was to examine the effectiveness of detergent advert on students buying habit particularly among UNIUYO students. The research’s underpinnings included Uses and Gratifications and Perception Theories in addition to a detailed conceptual study and practical tests. Advertising has changed purchasing power by luring customers to buy things. Survey research methodology was employed in this study. The provided data was analyzed using the descriptive statistics (frequency and percentage) approach. The study indicates that pupils have pleasure in using Good Mama and Clean Detergents. Ninety-five percent of the respondents had seen ads for detergent on a regular basis. While the majority of participants were exposed to billboards (20.7%), social media (29.%), and television (27.6%) commercials for detergents. Furthermore, a considerable proportion of participants (78%) said that advertisements for detergents had a noteworthy influence on their purchasing choice. In order to help students make the greatest choices, it was suggested that advertisements be truthful. Students studying advertising and marketing should focus on Integrated Marketing Communication (IMC) to make sure they understand new media, among other things.

CHAPTER ONE

INTRODUCTION

1.1       Background to the Study

One of the most important components of the industrial sector’s development, growth, and eventual extension is advertisement. Today’s consumers can’t avoid the media and advertising campaigns. The impact of advertising on changing attitudes, feelings, altering lifestyle choices, and its crucial role in the purchase of goods and services have all been researched by researchers and will continue to be so (Akinrosoye, 2011). Over time, advertising has developed into one of the most effective marketing tools in contemporary economics, and it is crucial to the expansion of a company in its field. Advertising is a type of non-personal, persuasive communication about goods, services, or ideas that is typically funded by known sponsors and distributed through the media. These days, ads are all around us. We see them when we ride the bus, stroll down the street, drive on the highway, read ads in newspapers, listen to the radio, watch TV, receive SMS ads on our phones, receive emails with advertisements, and most of all, browse the internet. Whether a company sells goods or services, advertising is a necessary component of corporate survival. Advertising is the beginning and finish of any commercial organization or company’s operations. In other words, the amount that an advertising spends determines how much money a company makes and loses.

It should be mentioned that choosing the right media type early on in the planning stages of an advertising campaign is important because various media serve different functions and provide different kinds of outcomes. While adult advertisements can spread messages via radio, TV, billboards, and print media, children’s advertisements are most suited for television. Newspapers, social media, and other literate media cannot convey messages to the illiterate.       

Advertising is a type of business communication that aims to influence a viewer to act in a certain way, usually in relation to a product or service, or to support a cause or ideology. “Ad vertere” means “to turn toward” in Latin. In order to reassure staff members or investors that a business is successful or viable, advertising may also serve this function.       

Advertisers place their ads where they think they will reach the broadest, most relevant audience, it should be mentioned. A non-profit group may run advertisements to raise awareness or promote a shift in behavior or perspective, whereas commercial firms use advertising to boost product consumption. It should be highlighted that customers are driven by specific goals rather than simply purchasing marketed goods and services because they can afford them. According to Smriti (2007), the driving force behind people’s purchases of goods or services is their need or desire to be satisfied. Motive is defined as ideas, sentiments, emotions, and instincts that make consumers want to purchase. A customer purchases because a desire within them is piqued, not because they were convinced by the salesperson. Put otherwise, a purpose is just an explanation for engaging in a certain behavior rather than a reflexive reaction to an external stimuli. Smriti (2007) states that pride or prestige, emulation or imitation, affection, comfort or the desire for comfort, sex appeal or sexual attractions, ambition, the need for individuality or distinctiveness, the desire for pleasure or recreation, hunger and thirst, habit, etc. are some of the reasons that drive advertisements. However, Wikipedia (nd) defines a detergent as a surfactant or a combination of surfactants that have the ability to clean when diluted. These substances are usually alkylbenzene sulfonates, a family of compounds that are similar to soap but are more soluble in hard water because the polar sulfonate (of detergents) is less likely than the polar carboxylate (of soap) to bind to calcium and other ions found in hard water. Some of the examples of detergents are, Omo, Klean, WAW, Good Mama, Sunlight, Miss Bimbo, Canoe, Tempo, So Clean, Ariel etc.  To this end, the research investigated the effectiveness of detergent advertisement on students buying habit with a particular focus on the University of Uyo.

1.2       Statement of Problem

For a business to yield profit and survive in any competitive environment it needs the help of advertising and because of this, many entrepreneurs or companies indulge in illegal advertising so as to get what they want in business. By so doing, they introduce fraudulent and unethical practices that mislead the public, customers, or consumers into leaving the better brand to the worse brand and also into buying the wrong products known as imitations. Adeagbo (2011). This practice makes the advertising profession lose its good essence, credibility and interest. It also discourages consumers from paying attention to advertising messages.

Many advertised products and services are unable to perform their functions as advertised to the consumers. Similarly, the audience or consumers were unable to comprehend advertised messages because of the language used, meaning that at times local language should be used rather than the English language.

Many studies have been conducted on advertising generally, some focused on Television, newspapers, billboards and online. Prakash (2017); Olayinka, (2016); Aminu (2013), Akbar & Paul (2014). But every little of such studies focused especially on detergents. It is against this background that the study investigates the effectiveness of detergent advertisement on students buying habit with reference to the students in University of Uyo, Akwa Ibom state.

1.3       Objectives of the Study

The general objective of the study is; to investigate the effectiveness of detergent advertisement on students buying habit. The specific objectives are

  1. To what extent do UNIUYO students expose to detergents advertisements?
  2. To what extent do advertisements influence UNIUYO students purchasing decisions of detergents?

1.4       Research Questions

The study formulated the following research questions. 

  1. To what extent do UNIUYO students expose to detergents advertisements?
  2. To what extent do advertisements influence UNIUYO students purchasing decisions of detergents?

1.5       Scope of the Study

The study which examines the effectiveness of detergent advertisement on students buying habit among students was narrowed in scope to students of University of Uyo. The choice of THE students of UNIUYO was due to the proximity to the researcher, inadequate time to study all students in Nigeria.

Also, the demographic factors of the respondents will be studied before the administration of the research instrument such factors include: age, gender, academic level e.t.c. Also, out of so many related theories, Uses and Gratifications and Perception Theories was considered in this study.

1.6       Significant of the Study

The findings of this study will benefit the following groups and individuals. Some of the benefits of the study are students, consumers, policymakers, advertisers, advertising agencies and advertising researchers would stand to gain a lot from the facts contained in this work.

It will assist advertisers and advertising agencies to understand the concept of advertisement, especially, what consumers want, how they want it and the media they are often exposed to in order to know how to target them.

Another beneficiary of this study is the media practitioner, the media practitioners are a major part of the advertising family because advert messages usually pass through them so that the media audience will be exposed to such message, as a result, the media need to be watchful on the content their majority of the audience wish to be exposed to, media may begin to lose their audience. Therefore, the media stations need to do audience research.

Detergent industries will benefit lots from the study with the view to know what is expected of them in the aspect of advertising strategies and tactics to persuade and lure consumers to make their choice while it will also enable them to structure their adverts and brands to make them more appealing in order to improve sales and lead to better performance.

The findings of this research serve as an eye-opener for many traditional advertising agencies to join other advertising media such as social media, email and other e-media to their practice. This study gives a clear insight into how advertising campaigns can influence consumers buying behaviour which encouraged brand owners to use suitable media of communication to market their products.

Policy formulators will equally benefit from the research by using the information of study findings to make laws that will improve advertising, especially some untrue statements in some advertising messages. Government and policy formulators can through some agencies like APCON approve, edit among other monitoring advertisement messages i.e government through her agencies would see the need to enforce truthfulness, fairness and non- deceit contents in advert messages in order to safely guide the public interest.

It will assist students of mass communication, advertisement, marketing and another related field to understand the concept of advertisement. The findings of this study will serve as an addition to the existing literature on the topic for students who like to carry out similar research

This research provides benefits for researchers and practitioners. For researchers, this study attempts to provide a greater understanding of advertising information and knowledge. Future researchers will find the material relevant as it forms bulk literature that exists in the field of mass communication, journalism and media studies, that they can lay hands on when carrying out research related or similar to this.

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