ABSTRACT
This study examines if radio adverts of peak milk influences
the buying behavior of consumers in thinker’s corner, Enugu state irrespective of
its cost and price. The objectives of this research work was to find out how radio
advertising of peak milk increases the number of its consumers and to know if consumers
continue to use peak milk even after using it for the first time. This research
was confined to only one theoretical framework which is the Agenda setting theory.
A sample size of 200 respondents were drawn using the simple random sampling technique
and the survey research method was applied using questionnaire as research instrument.
At
the end of the study, it is concluded that to an extent radio advertising of Peak
Milk increases its consumers. It is therefore recommended that WAMCO Nigeria plc
should make their products affordable since consumers keep using Peak milk after
using it for the first time due to a good radio advert.
CHAPTER
ONE
INTRODUCTION
1.1
Background of study
As a result of limited resources, consumers
weigh many aspects of a product to determine if such a product is worth the
pains of expenditure. Such aspects include; the price of the product, its
relative advantage over other products, its quality and quantity to determine
how such product can serve large-sized families. The hardship encountered in
Nigeria society today, can even make some families to decide to stop taking
their usual Peak Milk menu till the economy improves. However, advertising is a
persuasive form of communication, which most times trigger the urge to buy
goods and services irrespective of the amount in the pockets. Some consumers
are also loyalists to certain goods and services, and so, hardly do without
them.
Radio advertising has the peculiar advantage
of communicating using different languages and other dialects. As such, these
messages are quickly appreciated. Advertising helps to announce the existence
of a product or service and the strategies in using them. However, radio
stations advertise a wide range of products in order to satisfy their many clients.
This means that the manner and creativity used in communicating some products
may determine to what extent the consumers may seek these products over others.
Advertising and communication go hand in
hand because it is a form of communication. According to Advertising
Practitioners Council of Nigeria (APCON) advertisement is defined as a
communication in the media paid for by an identified sponsor and directed at a
target audience with the aim of imparting information about a product, service,
idea or cause.According to Bovee
(1992) advertising is the non-personal communication of information usually
paid for and usually persuasive in nature about products, services or ideas by
identified sponsors through the various media. You cannot talk about advertising
without talking of the media or channels for it. Advertising agencies and the
mass media need each other to survive as advertisements cannot go viral for the
public to patronize the products without the mass media while mass media cannot
last long without funds got from the advertisements. These various media
include television, radio, newspaper, magazines, etc.
According to Okunna (2012), radio is an audio medium for
communication. As a medium, it has the capacity to cut through the barriers of
illiteracy and poor infrastructural facilities which could limit the ability of
other media channels to reach large audiences. Radio is by far the most widely
used mass medium because it has some peculiar qualities such as:
Being relatively cheap, can be operated without electricity
and it is easily portable and used by both the educated and illiterate.
Have you been driving along the road and found yourself
humming to a radio jingle? That’s radio advertising at work. Radio advertising
is when advertisers buy commercials frequently called spots in the radio
industry, to promote their products and services. Advertisers pay commercial
radio stations for airtime and in exchange the radio station broadcasts the
advertiser’s commercial to its listeners. The broadcast of commercials on radio
needs real feel orientation and voice is the single major determinant that
draws the attention of listeners.
The history of radio advertising can be traced back to
the 20th century, where radio equipment manufacturers and retailers operated
most radio stations, and used them primarily to promote radio sales, rather
than to profit. Radio stations at the time were seen more as an investment to
entice households to purchase radios, and less as a standalone revenue stream.
Between 1919 and 1922, radio stations began to ramp up
their offerings, and it became the norm to broadcast continuously. Station
owners began obtaining business licenses and seeking ways to make the medium
self-sufficient. Thus, radio advertising came to be.
The first recognized form of radio advertising came in
early 1922 when AT&T began to sell toll broadcasting opportunities, in
which businesses could underwrite or finance a broadcast in return for having
their brand mentioned on air. Later that year, the New York radio station WEAF
was the first station to run an official paid advertisement. These forms of
radio advertising become more and more popular, leading stations into the
golden age of radio.
For radio advertising to take place, the target audience
which is the ‘consumer’ must be considered. Therefore, a consumer is a person
who buys goods and uses it for services. Consumer behavior is the process
whereby individuals decide what, when, where, how and from whom to purchase
goods and services (Walters and Paul).Buying and selling are activities
individuals can never stop doing. Buying is one of the actions of any
individual when going to purchase something. The process they use to select and
choose any products and services are known as buying behavior of that individual.
Milk
is a white liquid produced by the mammary glands of mammals. All mammals,
including humans, normally produce milk to feed their offspring until they are
ready for solid food.
Peak Milk is a milk product manufactured by ‘Wamco Nigeria plc’. It
has been in existence since 1954 till date. Peak has been described as “a truly
Nigerian iconic brand” as the brand marks its 60 years in the dairy market.
WAMCO’s Managing Director, Mr. Rahul Colaco expressed appreciation of
Nigerians’ loyalty to Peak milk and “particularly those who have come from far
and near for the celebration of 60 years of nourishing Nigeria with quality
dairy nutrition.” Peak milk comes in different sizes and assortments such as
Peak evaporated Milk, Milk Powder,Choco, Peak UHT full cream. Peak evaporated
milk comes in different sizes; Peak regular, Peak easy, Peak gold, Peak
wazobia. Its nutritional value includes ; whole cow’s milk, stabilizer E339,
with added vitamin B12+folic acid, iodine, vitamins A, D3, B1 and B6. Other
milk products in competition with peak milk are: Three crowns milk,
Oldenburgher Milk powder, Dano milk, Hollandia Milk, Cowbell Milk, Juno Milk,
Kerrygold instant full cream milk powder, etc.
Consumers’ buying behavior is one of the processes of
decision-making of any buyer both individually and in groups such as how
emotions affect buying behavior. The buying behavior of a consumer changes
according to different conditions such as demographic, culture, tradition,
climate, etc.
1.2
Statement of the problem
There is an increase in the production of other milk products
and the competition between Peak Milk and others is rapid. Statistics have
proven that milk is an essential and more available food for growth. Children,
young people and adults are respectively advised to take milk.Evidence from
literature shows that there is no consistent pattern of milk consumption in
Enugu state. As a result, it is not clear if consumers buy milk based on the
ones they see, the prices or if they are indeed motivated by radio advertising.
It is this lack of clear understanding of the role of radio advertising in
relation to other variables like cost, availability in the consumption of Peak
milk that this study seeks to find out if radio advertising influences consumer
patronage of Peak Milk.Can radio advertising influence the buying of Peak milk
in as much the price is higher than other milk products?
1.3
Objectives of the study
1.
To
find out how radio advertising of Peak Milk increases the number of its
consumers.
2.
To
find out whether customers buy Peak Milk after listening to its adverts.
3.
To
find out if the consumers continue to use Peak Milk after using it for the
first time.
1.4
Research questions
1.
How
does radio advertising of Peak Milk increase the number of consumers?
2.
Do
consumers buy Peak Milk after listening to its adverts?
3.
Do
consumers keep using peak milk after using it for the first time?
1.5
Hypothesis
H1 - Radio advertising of peak milk influences the buying
behavior of consumers.
H0 – Radio advertising of Peak Milk does not influence the
buying behavior of consumers.
H1 – Consumers can buy peak milk after listening to its
advert.
H0 - Consumers cannot buy peak milk after listening to its
advert.
H1 - Consumers keep using peak milk after using it for the
first time.
H0 - Consumers stop using peak milk after using it for the
first time
1.6
Significance of the study
The significance of this study is to enable radio stations
know the extent their adverts are being acknowledged by the listening audience.
It will help to evaluate the advertising programs of radio stations in Enugu to
determine their compatibility to listeners. The knowledge from this research
will contribute to existing knowledge on the subject matter.
1.7
Scope of the study
The scope of the study centers on consumers in Thinker’s
corner, Emene, Enugu state.
1.8 Operational
Definition of Terms
Advertisement -a communication in the media
paid for by an identified sponsor and directed at a target audience with the
aim of imparting information about a product, service, idea or cause.
Consumer- a
consumer is a person who buys goods and uses them for his or her benefit.
Radio advertising – commercials of radio industry paid for by an advertiser.
Buying behavior
-The process consumers use to select and choose any products and services.
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