ABSTRACT
This study was
carried out by the researcher on the “influence of television advertising on
consumer choice of beverage” a case study of Nestle Nigeria plc Lagos state.
Some research question were administered as a guide for researcher question
like , does television advertising influence brand or consumer s choice of
beverages ? This research intend to identify that television advertising
enhances the response of potential buyers of NESTLE product. This it does by
providing information, channelization of their product distribution. The
research instrument of data collected utilized in this study, were primary
survey and secondary survey. The population used by the researcher consists of
all the residents’ o Okija Ihiala local government which has the population of
400 people in total. A total of 40 questionnaire was administered by the
researcher to the respondent of the selected are, 32 were returned .in
conclusion the researcher concludes that television advertising influence
consumers choice of beverage which is Nestle,. it is pertinent to state that
there are other factors like and quality
that also influence consumers choice of beverages (Nestle). In the view of
finding this study suggestion were made by the researcher on ways to influence
on television advertising. Manufactures of Nestle among others household
beverages should give priority attention to the quality and taste of their
brands of beverages because it influence the consumers choice and also it is
imperative the company to identify and use a particular advertising agents on
television media within a specified period.
CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
The research understudy border on the
topic “influence of television advertising on consumer choice of beverage.
Advertising pervades our lives. It is
impossible to read newspaper, magazine and journal or watch television, listen
to radio or even travel the streets of our cities without being bombarded by
commercial message our country derives benefits from information about products
and services on the other said of the fenle, companies with product or service
to sell, regard advertising as a service to sell. Regard advertising as a
valuable and indeed indispensable marketing tool. Approximately 30% of the
gross national product is currently devoted to advertisings. So advertising is
a large and essential way of doing business.
Research of old see broadcast audience
(TV viewer) as passive, hence they propound the passivity theory bullet theory
which states the media has a powerful theory and effect it has immediate
impact on them . However, later research has proved
otherwise.
It is true that “some kind of
communication on some kind of product brought to the attention of some kind of
people under some kind of effect according to Berelson and Nwosu(2005:4) this
does not mean that the audience is not product.
Television
advertisement have been found to be of immense benefit business organization
involves them with advertisement in order to create awareness about their
product and service and boost sales,.
By definition advertising as the
advertising, practitioners council of Nigeria (APCON) defines it as a form of
communication through media about product services, or ideas paid by an
identified sponsor Ozoh (2002:1) Fletcher (2001) opines.” It is the
disseminating of sales, message through purchase time and space. The authors of contemporary advertising
Bores and Aren (2003) defines it as the non personal communication of
information usually paid for and usually persuasive in nature about a product,
service or ideas by an identified sponsor through the various media.
Furthermore, advertising is a form of
communication through the media about products, services, ideas, personalities
or organization, paid for by an identified sponsor. It is also a profession, a
body of reminisce involved in the conceptualizations, planning, creating,
packaging and placing of advertisement in the media.
Among other vital functions, advertising
plays a major information role, making known available product an service to
the intending consumer and offering the products and service as attractive
possible. Thus enabling the consumer to make a choice.
Wright and Warner (2005:2) opines that
“Advertising has the unique function to create differentiation among product
brands and service that are otherwise difficult to distinguish.
Advertising of a particular product
fails to live up to the expectations of the consumer will be effective and thus
will not exert any influence.
How true is the above assertion? To what
extent do these television and advertisement influence audience? Hence the
relevance of this study’s ? Influence of television advertising on consumers
choice of beverage.
BRIEF HISTORY OF NESTLE COMPANY
Nestle
food was started by Hemri Nestle in the mid-eighteenth century in his bid to
find alternative to breast milk for babies whose mother could not nurse in
order to reduce immortality. Nestle Nigeria plc commenced operations in
1961 and was listed on the Nigerian
stock exchange on April 20, 1979 the company also began full scale operation in Australia.
It was incorporated as a private company
in Nigeria as food specialties Nigeria ltd it became a public company in 1978 they also merged with Henri magi
s whose company created powdered soups and bouillon cubes, sources and flavoring
using legumes statistic depicts the total number of nestle employees worldwide
from 2008 to 2016. In 2011, nestle employed approximately 32000 people around
the world. Nestle is a multinational consumer goods company headquarter in
vevey.
1.2 STATEMENT OF THE PROBLEM
The primary aim of every business
organization is to make profit and this profit is achieved through the
patronage of the class of people through business the issues that prompt this
research project included.
1.
Consumers do not find pleasure in
watching television advert.
2.
The firm do not make the brand name
synonymous with quality
3.
The firm has no statistical data of
consumers who watch or listen to their advert.
1.3 PURPOSE OF THE STUDY
The
following are objectives of the work
1. To
find out if television advertising has any influence on consumer choice of
beverages
2. To
find out if they see brand name brand synonymous with quality
3. To
find out the number of people that watch television advertising.
1.4 RESEARCH QUESTION
1. Does
television advertising influence brand or consumers choice of beverage?
2. Does
consumer see brand name is synonymous with quality
3. How
does masses view television advertising
1.5 SIGNIFICANCE OF THE STUDY
The essence of television advertising is
to influence consumer in decision making on other choice of beverage based on
what they what.
This study is relevant for advertising
agencies and the media who sees the need to receive and disseminate television
advert to the public. Also, the study would help researchers and other scholars
in ascertaining the influence or effect of television advertising on brand
choice of audience it will help audience in the selection of product?
1.6 SCOPE OF THE STUDY
The study set out to x-ray the influence
of television advertising on consumer choice of beverage. Areas covered by his
research work include Nestle Nigeria plc industrial avenue llupeju Lagos
metropolis
1.7 DEFINITION OF TERM
The
under listed terms are defined with their usage in the study.
1. Influence:
Is the indirect power over something it could be as a result of something.
2. Television:
Is a piece of electrical equipment with a screen on which you can watch adverts
with sound and moving pictures.
3. Advertisement: It
refers to any paid sponsored massage, which is disseminated through the media
and aim at informing purchase a product or service.
4. Consumer:
A person who buys and use s finished goods and service.
5. Choice:
Refer to the selection of something among possible alternatives
6. Beverages: Refers
to any liquid that is drunk for food or
pleasure
7. Advertising budget: Is the amount of money which is spent on
advertising of the product to promote it.
8. Demand stimulation:
Refers to advertising messages that promote the merits of an entire.
9. Advertising agency:
Is a service based on advertising business dedicated to creating planning and
handling advertising and sometimes other forms in a promotion.
10.
Promotion
mix: Is a specific combination o promotional method
used for one product.
11.
Production:
The act of making or creating something
12.
Customer
:
One who purchase or receive a product or service from a business
13. Brand loyalty:
A positive feeling to ward. A brand and dedication to purchase the same product
or service repeatedly now in the future from the same brand regardless of a
competitors action or changes in the environment.
14. Competitive advertising:
Is an effort by at least one company to create a contrast between its product
and the same or similar products offering by competitors.
15. Target product:
A particular group of people, identified as the intended recipient of an
advertisement or message
16. Media:
Means an institution for publicing and broadcasting information
17. Information:
The systematic imparting of knowledge, education, training
18. Persuasion:
A strongly held conviction on opinion or belief
19. Brand:
A name, symbol, logo or other item used to distinguish a product service or it
provider.
20. Advertising:
Communication whose purpose is to influence potential customers about product and
services.