BROADCAST MEDIA AND SALES PERFORMANCE OF FAST MOVING CONSUMER GOODS

BROADCAST MEDIA AND SALES PERFORMANCE OF FAST MOVING CONSUMER GOODS

CHAPTER ONE

INTRODUCTION

1.1   Background of the Study

These days, the phrase “broadcast media” is used rather frequently. Since that it is a recent occurrence, one may assume that everyone is familiar with or understands what it means. Approximately 90% (if not more) of all internet or online users consume broadcast media in some capacity (Kietzmann and Kristopher, 2011; Dolwick, 2009). When individuals first started using the internet and connecting with one another, broadcast media first emerged (Boyd and Ellison, 2010). Sadly, the platforms at the time were more “technology intensive” and required some level of experience before use. As a result, there were few people using broadcast media channels back then. Platforms that are less technical were established throughout time as technology evolved, enabling billions of average internet users with no prior knowledge of technology to use the services (Boyd et al., 2010; Baden, Bender, Spring, Bhattacharjee and Strain, 2009) And this signaled a turning moment in media history, making the media inclusive in a sense that people are no longer passive consumers of the information being served to them. They could now produce their own content, share it with others, reply to comments, work together, and do so much more (Andreas and Haenlein, 2010). This user involvement is what sparked the development of the rapidly evolving broadcast media landscape we see today.  Even though many businesses from around the world have joined, they have only done so on the fastest-growing networks like Facebook and Twitter in order to connect with their customers. Broadcast media outlets like radio and television now allow member people to interact with one another and to build relationships (Trattner and Kappe 2012). The broadcast media networks function so admirably as a means of assisting businesses in drawing attention to or increasing traffic to their goods and services, typically through the use of Links via the advertisements they post on the broadcast media (Chinag and Chung, 2011; Deis and Hensel, 2010). Also, it functions in the same way as conventional Word of Mouth in conventional marketing.

Business communications delivered through broadcast media proliferate quickly among users and are likely to resonate favorably with the brand (Deis and Hensel, 2010). Thus, since 2002, broadcast media networks have evolved into the new paradigmatic 21st-century market medium that firms may leverage to better influence the buying habits of their customers (IMAP, 2010). This is due to the fact that nearly all businesses, especially those in the retail sector, now use broadcast media networks as an extension of their current corporate marketing strategies. A survey report reveals that approximately half of the 170 million Nigerians who regularly use the broadcast media (Oracle Retail, 2010). to attract and regularly provide those active users with a wide variety of lifestyle brand products throughout the universe. And in light of this, numerous businesses in Nigeria have begun utilizing these platforms. Thus, the current study aims to investigate patronage practices of Nigerian consumers via these expanding broadcast media networks, particularly from those businesses that employ them for their marketing initiatives.

1.2.    Statement of the problem

Making people aware of the promoted products is one goal of employing broadcast media. Producers typically promote their products in order to accomplish this goal (Jonathan1995). Despite the advertisements for shopping items like men’s packet shirts, women’s clothing, jewelry, televisions, etc., consumers in Rivers State have their areas of interest and the kinds of goods they choose to purchase. People prefer to shop at open markets or by the side of the road where they may haggle. Advertising aims to increase brand preference or to inform consumers (Kotler, 2006). On the other hand, Rivers State consumers are less concerned with their preferred brand. Some shoppers like to purchase items at open markets or by the side of the road where they may haggle. The majority of customers choose to purchase secondhand goods over high-quality items from stores. In Rivers State, there are few or no public communication channels available for educating consumers about products. The majority of shoppers do not receive information on purchasing things that will be useful to them. For instance, certain consumers who do not have access to television, radio, or other public communication means might not be aware when a promotion or discount is offered for purchasing a product. Consumers choose shopping goods after weighing factors like quality, price, style, color, and size (Kotler, 2003).

In contrast, customers in Rivers State prefer to take into account price, accessibility, and proximity to the market while making purchases. According to Osuala (1987), in order to boost sales of the product category, vendors market a wide variety of general goods. Yet, customers in Rivers State believe promoted goods supplied in stores to be highly expensive and instead prefer to purchase in the open market. Advertising focused on the dimensions, colors, shapes, and features of televisions may persuade people to buy, but consumers who don’t usually watch TV commercials won’t be so persuaded. Although customers in Rivers State take into account aspects including cost, income, transportation, proximity to market, etc., many consumers believe it is a waste of time, and those without access to television may not be impacted by such advertisements. Nonetheless, customers that purchase only original goods will favor purchasing high-quality goods from stores. Determining the impact of broadcast media on the purchase of fast-moving consumer items in Port Harcourt is crucial.