The Influence Of Advertising On Consumer Purchase Of Peacock Paint In Uyo
Chapter One
1.0 The Problem And Its Setting
1.1 Introduction
The effectiveness of advertising has attracted a major concern in business in our society. This is because of high competition in the marketing of products. The Nigerian economy is becoming more and more complex. Products and services are now available in many different brands. Promotional activities especially advertising are now a target point of the business system.
Advertising can be looked at from three perspectives; these ire management, which is being considered as marketing viewpoint, consumer viewpoint. It is one the major tools companies use to direct persuasive communication to target audience. Advertising is designed to include change in behaiviour, attitude through the communication of information.
The need to spur up product awareness made advertisement very important Thus Peacock Paint Company has to in form consumers of peacock paints of its benefits and many uses.
Having seen what advertisement is all about, lets see what consumer behavior is. The understanding of consumer behavior can be facilitated if we appreciate the fact that consumer behavior is an element within the human behaviour.
Consumer behavior is an aspect of human actions involved in the purchase of goods and services from the marketing firms. As defined by Mc Neal (1966:210) “consumer behavior is the process whereby individual decides whether, what, when, there, how and from whom to purchase goods and services”. Consumer behavior involves those problem solving activities undertaken by the consumer with a view to reducing purchase related risk while enhancing satisfaction by baying the right goods and services. Consumer behaviour basically concerns both mental and physical activity for decision making in the market place.
There are variables that affect consumer behaviour; the internal variables may be called basic determinates while the external variables are environmental determinates or influences. There is a relationship that exists between the two in that consumer behaviour remains what it is until advertising takes place, the behaviour of the consumer behaviour will not change, but we find out that advertising plays an important role in the consumer behaviour and attitude towards goods and services. The study is therefore important to advertise in that by knowing the effects of advertisement on consumers, they will be able to create new ideas thereby improve their present advertisement.
This ascertain the validity of Cohen (1972) observation that;
The success of any communication is to design a message that wins attention, hold interest, arouse desires and obtain action
1.2 Statement Of Problem
In modern marketing, the sale of products has attracted so inch competition that arise for carefully designed and constructive messages 1 at could be used to sell the popularity of products to the immediate and longer societies. Hence advertising which is considered a viable instrument for soliciting audience or consumer attention to certain goods and services is becoming more and more sophisticated daily.
As a result of this, many manufacturers and businessmen live spent lots of money to design such messages and strategies that could add considerable peep to the marketing of their societal recognition of their organ i sat on and products.
Based on the above analysis, certain questions become pertinent. Does the advertising message of Peacock Paint Company have any influence on consumer’s purchase of the products of the company? This question becomes necessary in order to establish whether the aggressive advertising by the company is responsive for its goods standing in the paint market.
1.3 Objective Of The Study
The subject or study of advertisement effect on customer behaviuor requires a critical study.
To find out whether the advertisement message f peacock paints have any influence on the consumer’s purchase of the products of the company.
To establish whether the consumers would continue to patronize the product of the company if the advertising messages arc not compelled measured by quantity standard production.
To determine whether or not the influence is positive or negative.
To know whether consumers patronize the product of the peacock paints because of the heating of the adverts
1.4 Research Questions
To achieve the above objective of the study the following research questions were posed: –
Does the advertisement message of peacock paints live any influence on the consumer’s perception of the products of the company?
To determine whether or not the influence is positive or negative.
To ascertain the variables in the advertising (message, channel/medium, quality, etc) that have significant influence on consumers purchase of the product.
Limitations
This study is limited to the people of Uyo metropolis. It is also limited to the willingness of the people to realize the required information.
Besides the short span of time in which this project is to be completed and lack of funds for transport.
1.6 Definition Of Terms
Advertising: This is a paid form of non-personal presentation and promotion of ideas, goods and services.
Advertising Influence: This is when an advertisement of a brand or product influences or effects the purchasing decision of a consumer 1owrds buying the products. It means the advertisement contain the most persuasive selling message directed to the right prospect or service.
Consumer Awareness: This is when a consumer becomes knowledgeable or conscious of the existence of a particular product or brands.
Strategy: A strategy is a means, method or technique of archiving a specific objective.
Product: A product is something that is viewed as capable of satisfying a want. It is anything capable of rendering a service that is satisfying a need.
Consumers: Persons who use goods or services indirectly satisfying human needs or desire, consumers are the ultimate users of products.
1.7 Background History Of Peacock Pains Limited
Peacock Paints Company was incorporated formally as a private limited liability company in February 1997 with the principal objectives of producing pants and allied products. Commercial production started in April 1958.
The company presently produces under license from. Dyrup & Co. A/S Denmark its technical partner, the following: –
Emulsion paints
Gloss paints
Textured wall coating paints (Peacoatex)
Car (Carlux metallic and Enamel)
Wood finishes (Thinner, lacquers and seacer)
Roofing sheet paints
Road Marking paints
Wood preservatives and vanishes.
At the moment the company has four factories at Ikot Ekan in Etinan, Akwa Ibom State. Others are in Onitsha, Kano and Lagos.
It has a significant share of 9 ear paint market in Nigeria and its currently striving for a share of the export market especially in the ECOWAS Sub region. The authorized share capital of the company is N9 000,000 Ordinary Shares of N1, 000 each with 4,860,326 issued and fully paid up.
Participation in the equity of the company is as follows:
Government of Akwa Ibom State – 35.20%
Government owned companies – 1440%
Foreign investors – 6.60%
Other Nigeria investors – 33.80%
100.00%
The general policy of.(he company is determined by a Board of ten directors including the Managing Director who is responsible to the Board for implementation of the Board’s policies and also for the day to day management other company with the assistance of three functional Heads of Department V12.
Heads of Operation;
Heads of Finance/Administration;
Heads of Marketing/Sales
The Company is a member of Paint’s Manufacturers Association of Nigeria (MAN) and CHAMBERS OF Commerce and Industries.
Leave a Comment