ABSTRACT
This work researched the influence “Deceptive advertising and patronage of body cream using UNILAG students as a case study. The specific objectives are; to examine the extent to which students of are exposed to body cream advert; to determine the platform students’ access body cream advert from; and to investigate the extent to which the exposure to body cream advert influence purchase decision. The study utilized survey research design using a sample size of 200 female undergraduates of University of Lagos. Questionnaires were administered to the 200 female undergraduates and the data collected was analyzed using simple percentage method.
The result from the study shows that majority of the respondents are exposed to body cream adverts on a weekly and monthly basis. The research also found out that the majority of the students were exposed to body cream adverts more via the TV and the internet platforms than the radio, billboard and other platforms which has led to the choice and patronage of body cream products. The research found that consumers of these body cream product were able to decipher between poor and quality body cream products. The research also found that the adverts determined how the respondents will react to the product, whether they will recommend it to another consumer, it also affected their choice of body cream products.
The study concludes that appropriate deployment of marketing strategy is key to helping safeguard both the interest of the consumer and their wellbeing after post-contact with the product. This is why the study recommends that government through the Nigerian Broadcasting Corporation (NBC) should enact laws and policies that will check on deceptive advertising It also recommends that the Advertising Practioners Council of Nigeria (APCON) and Standard organization of Nigeria (SON) should collaborate in order to come up with better measures that track the production, delivery and advertising and distribution of products in the country.
CHAPTER ONE
INTRODUCTION
1.1 Background to the study
In today’s competitive world, advertising has been a way of communication to encourage an audience for making a purchase skincare about a product or service and conveying information to viewers. Advertising plays a vital role in society and it is also an important tool for marketing systems to create a demand for a company’s product in the market, and it should be emphasized on the level of competitive facilities to generate progressive customer attitude and behavior towards the advertised product or service.
Deceptive advertising is difficult to define(Pettzman,1981), but typically consists of a firm misrepresenting the attributes of the advertised product(Nagler,1993). Deception is one area advertisers and their agents have been found really wanting, yet advertising must have the consumer’s confidence if it is to be effective. Indeed, continued deception is self-defeating because it turns consumers against a product over time (Daramola). Deception through the advertisement is a common phenomenon today. It has long been recognized that advertising can fulfill two functions, 1) provide information to consumers and 2) persuade or mislead consumers (Bagwell 2007, Daule 2013) and deceptive advertisements through the mass media such as TV, radio, billboards, and social media. The Federal Trade Commission (FTC) mentioned factors that make an advertisement deceptive, reasonable consumer, express versus implied claims, misleading by omission and materiality. Consumerists demand not only that brands live up to their advertised claims but also that more product information be provided so that consumers can compare and make better buying decisions.
Deceptive advertising outcome does not only affect the consumers but it also affects the producers and their rivals, and it also affects the producers and their rivals, and it also creates bad impression and distrust for the producers among the consumers.Among others some of the advertisers publish this misleading fraudulent and they have failed to reason that this advert does not only affect the consumers but also as a producer. The outcome or result every advertiser expects after advertising a product is for consumers to make decisions to buy their products. In order for advertisers to get more sales on products been advertised, they try to make the adverts more appealing and pleasing to the consumers, so they can find what they need in the adverts. Most of the consumers nowadays get attached to a product or patronize a product with the popular advertising model AIDA. This model describes steps a customer goes through in the process of purchasing a product (Ryte Wiki). A consumer’s attention is been first drawn to the advert, and later interest is been developed, if interest in the product is aroused, the advertisement creates the desire for the consumer to purchase and the consumer finally takes action to consume the product.
Most cream producers know most young adults are interested in buying body cream that would moisturize, lightening, tone their skin, and since it’s not all cream producers that can offer all this together, but just because they want to make sales, they try to advert the product adding different features that are possible and resulting on the students part to go for it, since it’s what they want in a body cream that has been advertised to them. Most of the students at the University of Lagos are most of the time the target audience of most cream vendors because they believe they are so bothered about their skin and they would go for what they feel entice them.
Many research studies have evaluated the attitude and behavior of students about deceptive advertising because students are the long run customers and have an ample contribution in the disposable income of the society(Khatak&Khan, 2009), so marketers and businessman apply the technique of advertising to attract the students towards their products.
Previously a series of studies on deceptive advertising has been carried out by various scholars in more advance country where research instruments are available. Little has been done in Nigeria focusing on deceptive advertising and patronage of products. In view of this gap, raised, this study intends to fill the gap of knowledge for deceptive advertising and patronage of body cream.
1.2 Statement of Problem
Does deceptive advertising affect the patronage of body cream among youths?. This are the similar questions are often asked. In some context, it is assumed that deceptive advertising does not affect the choice or patronage of body cream. Some researchers also have the context that most adverts that are deceptive because the student only patronize this body cream shop only if the advert please their desire or get their attention.
This study wants to see how deceptive adverts affects the choice of the students in patronizing body cream and also to check the effects of deceptive adverts on daily in daily life. Maybe the belief on the product remains the same or changes after the bad experience with the products. Those who were once loyal to the product, begins to bad mouth the product due to the deceptive advertising or deception.
1.4 Objectives of the Study
The main objective of this study is to examine the impact ofdeceptive advertising on patronage of body cream using UNILAG undergraduates as a case study. The specific objectives are;
· To examine the extent to which students of UNILAG are exposed to body cream advert
· To determine the platform UNILAG students’ access body cream advert from
· To investigate the extent to which the exposure to body cream advert influence purchase decision
1.5 Research Questions
The following research questions have been formulated for the study:
· To what extent are students of UNILAG exposed to body cream advert?
· What platform do UNILAG students access body cream advert from?
· To what extent does exposure to this body cream advert influence purchase decision?
1.6 Scope of the Study
The scope of the study is the research boundary of the study; this study examines the impact of deceptive advertising on the patronage of body cream. The study will specifically focus on female undergraduates in the University of Lagos.
1.7 Significance of the Study
This study is primary and new in research and can be helpful in clearing how many determinants involved in adverts celebrity endorsement while he or she not personally using the product, showing extra quality and clear skin, and determine the number of students who have been affected. The study will also be relevant in equipping manufacturers on product design and advertisers on the most appropriate selection of channel to disseminate information about product consumption.
It will enlighten undergraduates more on body cream that is perfect for their body and also an important guide to future students who will undertake researches on similar studies.
1.8 Definition of key terms
Advertising: is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.
Deceptive advertising: is the use of false, misleading, or unproven information to advertise products to consumers.
Patronage: the support that you give a particular shop, restaurant by giving their goods or using their services.
Body cream: body cream is the only agent used to prevent dry, cracked skin and keep it supple and moisturized.