Abstract
Business firms, academics, and researchers will benefit from this study, titled “Feel Good Advertising and Its Effect on Consumer Repeat Purchase Behavior.”
The data was gathered via a questionnaire, and the research revealed that there is a positive association between Feel good advertising and consumer buy behavior, and that Feel good advertising has a significant effect on customer repeat purchasing behavior.
BACKGROUND
Advertising is the process of informing and persuading the general public to purchase a product or service using visual or spoken messaging. A product or service is advertised to raise awareness among potential consumers through a variety of media, including newspapers, magazines, television, radio, posters, hoardings, billboards, and, more recently, the internet and web advertising. It is a promotional activity used to sell a product. Advertising is a potent weapon in the marketing process in today’s age of mass production and distribution. Advertising is a method of disseminating information about a company to current and potential clients. It usually contains information about the advertising agency, its products, their qualities, and where they are available.
Advertising helps to promote the economy’s overall development by generating demand and promoting economic activity, which leads to increased income. It encouraged individuals to spend more material goods, ultimately raising their living standards. Effective advertising increases demand for goods and services, necessitating increased production, which necessitates additional physical and human resources, resulting in job opportunities.
Producers in the present era of large-scale production cannot imagine pushing product sales without advertising. In today’s world, when market competition is fierce and technology is changing at a breakneck pace, advertising has taken on new significance.
The word “advertising” comes from the Latin word “advertere,” which meaning “to turn.” Every advertisement aims to draw the attention of readers, listeners, or viewers to a certain product. The American Marketing Association’s definition of advertising is “any paid form of non-personal presentation and promotion of goods, services, and ideas by an identified sponsor,” which is the most widely accepted definition ( Kazmi and Batra, 2008). However, the concept has certain limits because it ignores the persuasive part of advertising, which is essential for achieving advertising goals. A review of contemporary advertising and marketing textbooks reveals that no commonly accepted definition of advertising exists; yet, certain recurring features, such as paid, non-personal, identified sponsors, mass media, and public relations, do exist. In the advertising communication process, the advertising message is a critical component. It is the advertiser’s intention to convey to the target audience a particular thinking, idea, attitude, picture, or other piece of information. The presentation of an advertising message is vital in determining its efficacy. An ideal advertising message should command and captivate attention, pique interest, create desire for product possession, and prompt action (Gupta,2012). The visual content of a marketing message determines its effectiveness to a considerable extent. The advertiser must find a hook, a subject, an idea, or a one-of-a-kind selling proposal. An advertiser’s strategy of attracting the attention or interest of a consumer and influencing their thoughts about a product or service is referred to as an advertising appeal.
STATEMENT OF THE PROBLEM
Companies invest a significant amount of money in advertising in order to keep their goods at the forefront of their customers’ minds.
In today’s market, the way corporations portray the sentiments of satisfaction a consumer can acquire from the consumption of a certain commodity or service can have an impact on whether or not that consumer will purchase the same goods or services again. However, given that numerous factors influence a consumer’s purchasing choice, we want to see if feel-good advertising has an impact on consumer repeat purchase behavior.
OBJECTIVES OF THE STUDY
Our goal is to investigate the effect of feel-good advertising on consumer repeat purchase behavior. With the following goals in mind:
To gain a better understanding of advertising and customer purchasing habits.
The goal of this study was to see if there was a link between the Feel Good advertising and customer purchase behavior.
To see if feel-good advertising has any impact on repeat purchasing behavior among consumers.
RESEARCH HYPOTHESIS
The first hypothesis
Ho: There is a positive association between Feel Good advertising and consumer purchase behavior.
Hi: Feel good advertising has a negative association with customer purchase behavior.
SIGNIFICANCE OF THE STUDY
The purpose of this paper is to determine its importance to business groups, academics, and researchers.
Organizations in Business:
The importance of careful financial resource management in a business is a major concern. It’s amazing, though, that when a company is having financial difficulties, the first thing that comes to mind for the management team is to lower the budget for advertising and promotion or eliminate it totally as a way to improve their situation. As a result, this study has been intended to assist organizational managers in realizing the importance of measurement in advertising. As a result, before deciding whether to eliminate advertisements or decrease budgets, attempts must be made to determine the impact of such advertisements, resulting in a request for checks and balances.
SCOPE AND LIMITATIONS OF THE STUDY
Apart from a few visits to the company in Ogun State, this study was limited to Lagos State and the markets inside the state. The research is restricted to De-united Industries Ltd and its indomie noodles products. However, efforts were made to identify other competing brands of noodles, such as Mimi noodles, Chikki noodles, O’ noodles, and golden penny noodles, and conclusive reports for the success of this task were drawn in the end. The researcher’s efforts to acquire comprehensive and conclusive information required for this investigation were hampered by the following:
Respondents’ Attitudes: The majority of De-accountable United’s officials were hesitant to reveal some crucial information that they claimed could be used against them by their competitors. Another problem posed by the high degree of illiteracy among market women selling indomie noodles was that some of these women felt unsettled in their operations and were unwilling to invest time answering queries that would not benefit them. Other folks, on the other hand, who sell both indomie and other noodles, were just undecided.
Cost: Due to a lack of funds, efforts to buy pricey but extremely relevant items were unsuccessful. Apart from a few trips to the company, this factor also limited the researcher’s research to Lagos State.
DEFINITION OF TERMS
Advertising, according to Arens (2004:7), is the structured and composed non-personal conveyance of information about items (goods, services, or ideas) by identified sponsors through various media, which is usually paid for and usually persuasive in nature.
Consumers are people who buy and utilize goods and services to meet specific needs and desires.
Consumer behavior refers to the actions of people who are directly involved in the acquisition and use of commercial goods and services. Nwaizugbo (2004), p. 66.
Perception is the unique method in which humans perceive, interpret, and comprehend various inputs.
Impact is defined by the Oxford Advanced Learners Dictionary as “the strong effect that something has on something or someone.”
The collection of all existing and potential buyers of a product or service is referred to as the market. Armstrong and Kotler (2007:7).
ORGANIZATION OF THE STUDY
This research paper is divided into five chapters for easy comprehension. The first chapter is devoted to the introduction, which includes the (overview, of the study), historical backdrop, statement of problem, aims of the study, research hypotheses, relevance of the study, scope and limitation of the study, definition of words, and historical background. The theoretical framework on which the study is based is highlighted in Chapter 2, as is a survey of related literature. The third chapter discusses the study’s research strategy and methodology. The fourth chapter focuses on data gathering, analysis, and presenting of findings. The study’s summary, conclusion, and suggestions are presented in Chapter 5.
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