The Effect Of Television Commercial On The Buying Habit Of House-wives In Enugu Urban

THE EFFECT OF TELEVISION COMMERCIAL ON THE BUYING HABIT OF HOUSE-WIVES IN ENUGU URBAN (A STUDY ON BONUX DETERGENT)

 

ABSTRACT

This study aims at ascertaining the effects of television commercial on the buying behaviour habits of house wives in Enugu urban using Bonux detergent as a case study. The survey research method was used to investigate the issue. 50 respondents were randomly selected from the population under study and 90 or 50 80 copies out of the questionnaires were returned. The data collected were analyzed using simple percentages and table whole the hypotheses were tables with chi-square. The summary of results shows that television commercial should be encourage because it helps to boost sells. 

 

 

 

 

 

 

 

 

 

 

TABLE OF CONTENTS

Title page         -       -       -       -       -       -       -       -       i

Approval page -       -       -       -       -       -       -       -       ii

Dedication       -       -       -       -       -       -       -       -       iii

Acknowledgement    -       -       -       -       -       -       -       iv

Abstract   -       -       -       -       -       -       -       -       -       v

Table of contents     -       -       -       -       -       -       -       vi

 

CHAPTER I

Introduction   -       -       -       -       -       -       -       -       1

1.1      Background of the study -       -       -       -       1

1.2      Statement of Research problems     -       -       -       6

1.3      Objectives of the study     -       -       -       -       -       7

1.4      Significance of study        -       -       -       -       -       8

1.5      Research questions -       -       -       -       -       -       9

1.6      Theoretical framework     -       -       -       -       -       11

1.7      Scope of the study   -       -       -       -       -       -       14

1.8      Limitation of the study     -       -       -       -       -       14

1.9      Definition of terms   -       -       -       -       -       -       15

CHAPTER II

LITERATURE REVIEW   -       -       -       -       -       -       19

2.1      Sources of literature        -       -       -       -       -       19

2.2      Review of related literature      -       -       -       -       19

2.3      Summary of literature review   -       -       -       -       33

References       -       -       -       -       -       -       -       35

 

CHAPTER III

RESEARCH METHODOLOGY         -       -       -       -       36

3.1      Research design       -       -       -       -       -       -       37

3.2      Area of study    -       -       -       -       -       -       -       37

3.3      Research population        -       -       -       -       -       38

3.4      Research sample      -       -       -       -       -       -       38

3.5      Instrument for data collection -       -       -       40

3.6      Validity and reliability of the instrument         -       41

3.7      Administration of instrument -       -       -       -       42

3.8      Method of data analysis   -       -       -       -       -       43

3.9      Expected results      -       -       -       -       -       -       43

References       -       -       -       -       -       -       -       44

 

CHAPTER IV

PRESENTATION AND INTERPRETATION OF FINDINGS 45

4.1      Data presentation and analysis       -       -       -       45

4.2      Analysis of research question/hypothesis       -       46

4.3      Discussion of result         -       -       -       -       -       62

CHAPTER V

SUMMARY, CONCLUSION AND RECOMMENDATIONS 65

5.1      Summary         -       -       -       -       -       -       -       65

5.2      Conclusion      -       -       -       -       -       -       -       67

5.3      Recommendations   -       -       -       -       -       -       67

Bibliography    -       -       -       -       -       -       -       69

Appendix I       -       -       -       -       -       -       -       71

 

 

 

 

LIST OF TABLE

TABLE 4.1       Presentation of Demographic Characteristics  -       -       -       -        -       46

Table 4.2:Distribution of Respondent by Age -       -       47

Table 4.3:marital Status -       -       -       -       -       -       47

Table 4.4:Education Level       -       -       -       -       -       48

Table 4.5:What is your Income Level?     -       -       -       49

Table 4.6:         Does Exposure to television commercials influence the Housewives      -       -       -       50

Table 4.7:         Can Educated Housewives tend to accept television commercials on a particular detergents   -       -       -       -       -        51

Table 4.8:         Dose quality of your brand royalty to Bonux white detergents tends to be Habitual        -       -       -       -       -       -       52

Table 4.9:         Housewives who are exposed to Bonux detergent TV commercials tends to accept Bonux detergent regularly  -       -        52

CHAPTER I

1.1      Background of the Study

Advertising is a old as civilization has long been as a means of communication and medium of sharing information about buying and selling of good even for the sale in the persuasion as such it has long leared on the insights of psychology and study of consumers behaviour.

Various people have defined term advertising in various way.

The American marketing Association (1964: 4) defined advertising as the non-personal presentation of good and services and ideas for action openly paid for by an identified sponsor while Baver and Greyer (1976”: 9) defined advertising  saying that advertising is more than advertisement alone but is an institutional part of our society and a social force affected by our style of living. Although television began or came to inception in the mid 1940 but television advertising as we understand it meaning and relevance today was not used until about years not too long ago.

Most business organization and corporate organizations sponsor. Television programmes in order to get more information from the program and in the process providing an opportunity for presenting live demonstration to a larger audience because the health of many business defends on generation of effective a advertising.

This work at studying the effect of TV commercials on buying habit of house wives. The brand mentioned above was selected because it is heavily advertising on television.

Communication is judges to have a great effect to an extent that it is followed by an observable response on the part of the receiver which appears to be derived from the message or differences in the bahviour of people some to whom been expose to a message and some of whom have not.

It is limited to certain form of interference this may usually occur as a result of sematic or non sematic influence, resating to what is technically called noise and this may seriously obstruct the original message or desired response that is expected to be received by the receiver or viewers as the case may be.

The Nigeria businessman or manuifacturses of various household commodities is not conscious of the