PRODUCT ADVERTISING AND BRAND PERFORMANCE: A COMPARATIVE STUDY OF PEAK AND THREE CROWNS MILK
CHAPTER ONE
INTRODUCTION
- Background to the study
The behaviour process obviously is complex and involves many interacting factors. Most if not all behaviour is multi-motivated and is influence by both internal and external variables. From the earliest beginnings, scholars from various fields have shown concerted interest in the communication discipline, hence the inter-disciplinary heritage. In recent times, communication though cannot be isolated from work in linguistics, psychology and zoology, among other fields. Each of these fields has emphasized particular approaches to communication (Reuben, 1988 p.9).
Consequently, there has been a radical expansion in the score of the field. Marketing and advertising as a means of communication are complementary, one can neither be conceptually nor functionally complete without the other. Essentially, advertising is a tool of marketing. Marketing efforts, including advertising are targets at the consumer. And for these efforts to succeed, consumer behaviour in general and in particular such behaviour as affected by consumers’ purchasing decisions must be appreciated by the advertising, the marketers, the manufacturers among others.
An attempt towards, the foregoing will invariably lead a researcher to the psychographic, demographic, socio-graphic and market variables. In such a situation the advertising is the message. When the advertising works in tandem with consumer advertising, it catch attention, present a familiar brand image, and communicate s critical information. Many purchase decisions are made because of how the product looks on the shelf. An article in advertising journal as cited in well et al (1998 p. 98) explained the importance of the advertising as a communication medium; “even if you can’t afford a big advertising budget, you’ve got a fifty chance if your product projects a compelling image from the shelf”.
However, the complexity of the issues of consumer behaviour is no longer in doubt. Rather what should concern a research in this area is to attempt to find answer to the problem posed by the complex nature of consumer behaviour.
1.2 The Statement of the Problem
The way a product is advertized can go a long way in attracting consumers. The advertising is an important communication means. In today’s marketing environment, advertising is much more than with endless array of products leaving him with the decision to make a choice. This study therefore seeks to find out whether the consumer purchase decision can be attributes to the improved product advertising. One would ask, can the purchase decision of consumers be influenced by other market variables or mix such as brand name, advertising, pricing, and so on? Can consumers purchasing decisions be influenced by demographic variables such as age, sex, changes in consumer’s life’s cycle, level of education, and so on? Can consumer purchasing decision be moderate by psychographic variables such as reference groups, social class, sub-cultures, and so on?
1.3 Objectives of the study
The following were the objectives were to:
- find out the relationship between product advertising and consumer patronage of the products.
- find out whether product advertisement attracts consumers.
- find out whether variables such as brand name, pricing, sex, or age do influences.
- ascertain if consumers will continue to identify with a product
1.4 Research Questions
The following constitutes research questions for this study:
- What impact does product advertisement have on the number of consumers patronizing the product?
- Does product advertising attract consumers?
- Do variables such as brand name, pricing, sex, or age influence consumers’ purchasing decision?
- Do consumers patronize products they do not really need because of their advertising?
1.5 Significance of the Study
This study is significant because it would enable advertising agencies, advertising companies, product brand managers to understand product advertising better as an essential “communicative” variable in influencing the consumers’ purchasing decisions. The study is also justified because it will highlight the communicative significance of product’s advertisement.
1.6 Scope of the Study
The study is delimited to the teenage and adult residents of Uyo
1.7 Definition of Terms
Advertising: in this study the term “advertising” refers to any paid form of non-personal presentation of ideas, goods, and services by an identified sponsor.
Consumer’s Products: these are goods and services destined for the ultimate consumers (people who buy or consume these products).
Demographics: population characteristics that provide easily understood and measurable data, usually related to income, social class, ethnic and racial backgrounds, age and family life cycle.
Psychographics: psychological characteristics or make-up of consumers especially determined by personality factors.
Variables: variables are factors that change in value one perceivable in a product’s advertising; the size, the shape, the design, the brand name, the label, the lettering and so on.
Total Product: this refers to all physical product and its related functional and aesthetic features.
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