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THE ROLE OF ADVERTISEMENT MEDIA ON CONSUMER BUYING BEHAVIOR

CHAPTER ONE

INTRODUCTION

1.1     Background to the Study

Advertising is most effective weapon of in marketing, it leaves or has leading impacts on the viewer’s mind, as its exposure is much more effective (Katke, 2007). Marketing mix has four elements which are product, price, place and promotion. Advertising is a component of promotional mix, which is used to create awareness about products and services for influencing purchase decisions. Marketers use these types of tools for communication purposes. Advertisement evolved in the ancient times. Different societies used different types of symbols for the promotion of the products and services for attracting consumers. However, these pictures were used for promotion in a limited area. In modern times, advertisement has become an important way to promote products and services and is used for communication purposes. There is company which can become a market leader unless it invests significantly in promotion (Hussainy and Herani, 2008). The major aim of advertising is to impact on buying behaviour. However, this impact about brand is changed or strengthened frequently by peoples’ memories. Memories about the brand consist of those associations that are related to brand name in the consumer mind.

These brand cognitions influence consideration, evaluation, and finally purchases (Romaniuk and Sharp, 2004). Most companies conduct analysis of consumers’ behavior. The major objective of consumer behavior analysis is to determine the factors that enhance consumers’ behavior in particular circumstances like in economic aspects (Ayanwale and Ayanbmipe, 2005). Consumer behavior analysis is helpful for an advertiser to understand the behavior of consumer in buying in different situations. According to traditional hierarchy-of-effects models, effect of advertising exposure leads to brand cognition and cognition about the ad, which then leads to the attitude towards the ad and the brands until their purchase intent (Mendelson and Bolls, 2002). This study assessed the role of the advertising on consumer buying behavior in the airline industry with reference to fast jet.

A company cannot make dream to be a well-known brand until they invests in their promotional activities, for which consumer market have been dominating through advertisements. As the primary mission of advertiser is to reach prospective customers and influence their awareness, attitudes and buying behavior. 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. It is also suggested that consumer can disregard or prevail over the dissonance from brand extension. In today’s dynamic world, it is almost impossible for advertisers to deliver advertising message and information to buyers without use of advertising. Certainly, this may be because of the globalization and accessibility of hundreds of channels for the viewers of this modern era. Now a day, due to globalized economy, this made available a bulk of marketing stimuli to the modern consumers. More often consumerism describes the way of equating personal happiness, with purchasing material possessions and consumption in excess of one’s need.

1.2     Statement of the Problem

It is obvious is almost impossible to deliver information to consumers without use of advertising. Certainly, this may be because of globalization and accessibility of hundreds of channels for the viewers of this modern era. Globalization has brought wide choice of markets to consumers which make advertising to play a huge role. According to Geisler (1987), the consumer is more likely to associate with advertisements of those brands, which have emotional values and messages. This is so because, positive emotional appeals provide a strong brand cue and stimulate categorybased processing. If the categorization process is successful, then the affect and beliefs associated with this category in memory are transferred to the object itself (Stone, 1982). 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 (Ibid). They can categorize latest information into particular brand or product group label and store them accordingly. This procedure is not only associated with the consumer’s familiarity and information, but also attachment and preference of the brand. It is also suggested that a consumer can disregard or prevail over the dissonance from brand extension (Ibid). Several related studies have been conducted on this area but most of studies concentrated on advertisements in general. Farashah (2011) researched on the impact of advertisement 4 in manufacturing company, Kumar (2003) researched on the role of advertising in consumer decision making, while Raju (2002) researched on the impact of advertisement on consumer behavior.

1.3     Objective of the Study

The main objective of this study is to find out the role of advertisement media on consumer buying behavior, specifically the study intends to;

1.     Identify the relationship between print media and the consumer buying behavior.

2.      Analyze the relationship between advertisement and the consumer buying behavior

3.     To examine the relationship between television advertisement and the consumer buying

4.     To find out the challenges of advertisement in Nigeria

1.4     Research Questions

1.     Is there any relationship between print media and the consumer buying behavior?

2.      What is the relationship between advertisement and the consumer buying behavior?

3.     What is the relationship between television advertisement and the consumer buying

4.     Are there challenges that impede advertisement in Nigeria

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

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