THE ROLE OF ADVERTISEMENT MEDIA ON CONSUMER BUYING BEHAVIOR

THE ROLE OF ADVERTISEMENT MEDIA ON CONSUMER BUYING BEHAVIOR

CHAPTER ONE

INTRODUCTION

1.1     Background to the Study

Advertising is the most powerful tool in marketing since it creates a lasting impression on viewers or has a significant impact on them because of how effectively it is exposed (Katke, 2007). The four components of the marketing mix are product, price, place, and promotion. Advertising is a part of the promotional mix, which is used to spread knowledge about goods and services in order to persuade customers to make purchases. These kinds of tools are used by marketers for communicating. In ancient times, advertising began to change. Various societies employed different forms of symbols for the promotion of the items and services for attracting consumers. These images, though, were only used locally to promote. Throughout the modern era, advertising has grown in importance as a means of communication and as a means of promoting goods and services. A business cannot become the market leader unless it makes big marketing investments (Hussainy and Herani, 2008). Advertising’s primary goal is to alter consumer purchasing behavior. Yet, people’s recollections frequently alter or intensify this brand influence. The connections that are connected to the brand name in the consumer’s mind make up brand memories.
These brand perceptions impact consideration, assessment, and ultimately purchases (Romaniuk and Sharp, 2004). The majority of businesses examine consumer behavior. Finding the elements that improve consumers’ behavior in specific situations, such as economic issues, is the main goal of consumer behavior analysis (Ayanwale and Ayanbmipe, 2005).

An advertiser can better understand consumer purchasing behavior by doing a consumer behavior analysis. According to conventional hierarchy-of-effects models, exposure to advertising results in brand cognition and cognition about the advertisement, which in turn causes consumers to develop attitudes toward the advertisement and the brands until they are ready to make a purchase (Mendelson and Bolls, 2002). With reference to fast jet, this study evaluated the impact of advertising on consumer purchasing behavior in the airline business.

A business cannot achieve its goal of having a well-known brand until it makes investments in its marketing initiatives, for which the consumer market has been dominated by advertisements. Reaching potential customers and influencing their awareness, opinions, and purchasing behavior is the advertiser’s key goal.

They spend a lot of money to keep individual’s interest in their products. They need to understand what makes potential customers behave the way they would like. It also appears that advertising may have the potential to contribute to brand choice among consumers. The major aim of advertising is to impact on buying behavior; however, this impact about brand is changed or strengthened frequently in people’s memories. Memories about the brand consist of those associations that are related to brand name in consumer mind. These brand cognition influence consideration, evaluation, and finally purchases. The principal aim of consumer behavior analysis is to explain why consumers act in particular ways under certain circumstances. It tries to determine the factors that influence consumer behavior, especially the economic, social and psychological aspects. When young people choose advertising information and characters as their role models, they may not only identify with them but also intend to copy them in terms of how they dress and what they are going to buy. Traditional hierarchy-of-effects models of advertising state that advertising exposure leads to cognitions, such as memory about the advertisement, the brand; which in turn leads to attitudes, i.e. Product liking and attitude toward purchase; which in the end leads to behaviors, like buying the advertised product. As the market is surplus with several products or services, so many companies make similar functional claim; so, it has become extremely difficult for companies to differentiate their products or services based on functional attributes alone. Differentiations based on functional attributes, which are shown in advertisement, are never long lasting as the competitors could copy the same. Therefore, the marketers give the concept of brand image. Like by creating the character of the caring mother, the marketer injects emotion into the consumer’s learning and process of advertisements. Doing so advertiser creates those types of advertisements, which carry emotional bond with consumer.

Therefore, that consumer is more likely to associate with advertisements of those brands, which have emotional values and messages. Because, positive emotional appeals also provide a strong brand cue and stimulate category-based processing. If the categorization process is successful, then the affect and beliefs associated with this category in memory are transferred to the object itself. Consumers are not only at first confused and disordered in mind, but they also try to categorize the brand association with their existing memory, when thousands of products are faced by them, and they might reposition memories to outline a brand image and perception / concept toward new products. They can categorize latest information into particular brand or product group label and store them accordingly. This procedure is not only associated to consumer’s familiarity and information, but also attachment and preference of brand.

Also, it is suggested that consumers can ignore or overcome brand extension’s contradiction. In the fast-paced world of today, it is practically impossible for advertisers to reach consumers with their messages and information without using advertising. This may be due to globalization and the availability of hundreds of channels to viewers in the present day. Today’s consumers have access to a large number of marketing stimuli thanks to the international economy. More often than not, consumerism refers to the practice of connecting material goods and excessive consumption with one’s own sense of well-being.

1.2     Statement of the Problem

It is evident that providing information to consumers without using advertising is nearly impossible. This may be due to globalization and the availability of hundreds of channels to viewers in the present day. Consumers now have access to a variety of marketplaces thanks to globalization, which has greatly increased the influence of advertising. Consumers are more inclined to associate with brand advertising that convey emotional values and sentiments, according to Geisler (1987). This is true because powerful brand cues and stimuli for category-based processing are provided by positive emotional appeals. The affect and beliefs associated with this category in memory are transmitted to the item itself if the categorization process is successful (Stone, 1982). When faced with thousands of items, consumers are initially not only disorganized and bewildered but also attempt to categorize the brand association with their current memory. They may even rearrange memories to define a brand image and perception idea toward new products (Ibid). They can identify a specific brand or product group for the most recent information and save it there. This process is linked to the consumer’s brand attachment and preference in addition to familiarity and knowledge of the product. Also, it is suggested that a customer can ignore or overcome the dissonance caused by brand extension (Ibid).Several research have been done in this field that are similar, however the majority of them focused on advertisements in general. Farashah (2011) conducted study on the effects of advertisements on manufacturing companies, Kumar (2003) examined how advertisements affect consumer decisions, and Raju (2002) examined how advertisements affect consumer behavior.

1.3     Objective of the Study

This study’s primary goal is to determine the influence of advertising media on customer purchasing behavior. More specifically, the study hopes to;

1. Determine the connection between print media and consumer purchasing patterns.
2. Examine the connection between advertising and customer purchasing patterns.
3. To investigate the connection between television advertising and consumer purchasing
4. To learn about the difficulties with advertising in Nigeria

1.4     Research Questions

1. Is there a connection between print media and consumer purchasing patterns?
2. How do advertisements and consumer buying habits relate to one another?
3. What connection exists between television advertising and customer purchasing?
4. Are there issues in Nigeria that prevent advertising?

1.5     Research Hypothesis

Ho: there is no relationship between advertisement and the consumer buying behavior

Hi: there is relationship between advertisement and the consumer buying behavior