IMPACT OF ADVERTISEMENT ON CONSUMERS PATRONAGE
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Table of Contents
Title page i
Table of Content vi
1.0 Introduction 1
1.1 Background to the Study 1
1.2 Problem Statement 3
1.3 Objectives of the Study 4
1.4 Research Questions 5
1.5 Significance the Study 5
1.6 Scope of the Study 5
1.7 Limitations to the Study 6
1.7 Operational Definition of Terms 6
2.1 Conceptual Review 7
2.2 Theoretical framework 8
2.3 Empirical reviews 24
3.0 Research Methodology 26
3.1 Research Design 26
3.2 Research Method 26
3.3 Study Population 27
3.4 Sample Size 27
3.5 SamplingTechnique 28
3.6 Data Collection Instrument 27
3.7 Validity and Reliability of Research Instrument 27
3.8 Data Collection Instrument 27
3.9 Data Analysis Procedure 28
4.0 Data Presentation and Analysis 29
4.1 DataAnalysis 29
4.2 Demography of theParticipants 29
4.3 Discussion of Findings 39
5.0 Summary, Conclusion and Recommendations 40
5.1 Summary 41
5.2 Conclusion 41
5.3 Recommendations 41
1.1 Background to the study
Advertisements are part of our social environment in the 21st century, and can be seen throughout any industrialized country. The average American is exposed to as many as 5,000 advertisements a day, stated by Jay Walker-Smith, and nearly 10,000,000 in their lifetime (Anderson & Palma, 2010). Ranging from print advertisements to commercials, consumers are bombarded with companies compelling them to purchase a product or service, and if the process of marketing and advertisements is not used in an ethical manner, disastrous results can occur; as such, the advertisements that are part of this environment can alter and potentially damage the audience to which they are being exposed (Gulas, 2000).
Advertising, over the years has evolved into a powerful marketing tool in modern economics; advertising plays an important role in the growth of a business in its line of expertise. Advertising is a persuasive non-personal communication about products, services, or ideas usually paid for by identified sponsors through the various mass media. Today, we are exposed to advertisement everywhere, whether in the bus, walking around streets, on the high ways, while travelling, in the newspapers and on the radios and the televisions, SMS advert receive on our mobile phones, email advert/marketing we get in our inbox and particularly when surfing the internet, watching video on Youtube and when playing games or using some apps.
Advertisement is one of the key elements for the development, expansion, and growth of industrial sector and ultimately for the economic development. The media and advertising campaigns are unavoidable by consumers in the 21st century. Researchers have studied and will continue to study the effects of advertising and its influence on attitudinal change, emotions, modification of lifestyle choices and its significant role in the consumption of goods and services (Akinrosoye, 2011) cited in (Horne, 2006). Advertisements have a significant influence on consumer behavior and can affect their patronage of products and services.
A study conducted in Nigeria by Adegoke et al. (2017) found that advertisements play a vital role in shaping consumers’ attitudes and behavior towards a brand. The study revealed that consumers tend to trust and prefer brands that are advertised more frequently, leading to increased patronage of those brands. Additionally, the study found that advertisements help to create awareness about new products and services, which can also influence consumers’ purchasing decisions. Similarly, Ogunsiji et al. (2016) write that consumers were more likely to visit fast food restaurants that were frequently advertised. The study also revealed that the quality of the advertisement had a significant effect on consumer patronage, as advertisements that were perceived as creative and informative tended to attract more consumers.
Advertising significantly influenced consumer patronage, as consumers were more likely to purchase beverages that were advertised. Additionally, the study revealed that the frequency of advertisement and the use of celebrity endorsements had a significant impact on consumer patronage (Okeke and Ezeuduji, 2018). Sanni and Adeyemo (2018) described that advertising significantly influenced consumer patronage of banks, as consumers were more likely to use banks that were frequently advertised. The study also revealed that the use of emotional appeals and the quality of the advertisement had a significant impact on consumer patronage.
Organizations in both the private and public sector have learned that the ability to communicate effectively and efficiently with their target audience is critical to their success. Advertising has important consequences for the advertisers who use it and for individuals who are exposed to it. It attempts to persuade prospective buyers to buy a product/service and equally contributes to economic growth by helping to expand the market; helping to develop new market segments. Various strategies, including advertising are employed to make potential buyers aware of new products. Advertising can be used to promote new products and to call attention to changes in old products. It is pertinent to stress that advertising has a significant impact on consumer patronage in Nigeria. Marketers and advertisers can create effective advertising campaigns that resonate with Nigerian consumers and increase patronage of their products and services. Advertisements can create awareness, shape consumers’ attitudes towards a brand, and ultimately influence their purchasing decisions.
The research, therefore, set out to examine the influence of advertising on consumers patronage with the view to know the extent at which students of University of Lagos exposed to goods and services, their buying decision and what appeals to them in advertising messages.
1.2 Statement of Problem
For business to yield profit and survive in any competitive environment it need 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 advertising profession loose its good essence, credibility and interest. It also discourages consumers from paying attention to advertising messages. Many advertised products and services unable to perform its functions as advertised to the consumers. Similarly, 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 English language (Olayinka, 2019). 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 no study focus on how advertising influence female undergraduate student of University of Ibadan. It is against this background that the study investigates the impact of advertising on consumer’s patronage among University of Lagos students.
1.3 Objectives of the Study
The general objective of the study is to investigate the impact of advertising on consumers’ patronage. The specific objectives are:
- To determine whether advertisements influence students of UNILAG buying habit.
- To examine whether advertising has a significant effect on consumer repeat purchasing behavior.
- To ascertain the advertising types that can improve product demand by consumers.
- To ascertain whether students are exposed to advertisement.
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