ADVERTISING AND CONSUMER BEHAVIOR: A CASE

STUDY OF NOVIDA KAMPALA, UGANDA

BY

ACHAN JACKLINE

BMC/36215/ 113/ DU

A DISSERTATION SUBMITTED TO THE COLLEGE OF

HUMANITIES AND SOCIAL SCIENCES OF KAMPALA

INTERNATIONAL UNIVERSITY IN PARTIAL

FULFILLMENT OF THE REQUIREMENT

FORA DEGREE IN MASS

COMMUNICATION

JUNE 2014

DECLARATION

I, Achan Jackline declare that this project is my original work and that it has

never been presented to any other universily or college for academic credit.

..~— I ~a~_AW~JW~

SIGNATURE:

DATE: _____________

APPROVAL

I confirm that the work reported in this report was carried out by the candidate

under my supervision”

MR. NTHIGAH NICHOLUS

SIGNATURE: ~J5~E~4_~

DATE: I

DEDICATION

This research work is dedicated to my entire for their support morally and financially

and who provide me with the requisite backing which invariably has been the

catalyst of my education.

ACKNOWLEDGMENT

I am most grateful to Almighty God who has been Alpha and Omega throughout my

study and in the entire world, for seeing me through in all my activities as well as

making me see this day of purposeful completion of my degree course.

My sincere and whole hearted appreciation goes to my beloved family for the

continued encouragement, prayers, moral, spiritual and financial assistance. I pray

that they can eat from the fruits of their labour. Amen.

Furthermore, I wish my sincere and whole hearted gratitude to my project

supervisor Mr. Nthigah Nicholus from his encouragement assistance and motivation

toward the successful completion of this project and for other fatherly role he has

played during my stay in the department. May God continue to help him in his entire

endeavors. Also my sincere gratitude goes to all my lecturers who have tutored me

during my degree course.

Conclusively I would like to thank all my friends all, at work place, home, in school

who have given me the moral support toward the successful completion of my

degree course.

iv

TABLE OF CONTENTS

D ECL.ARATION~

APPROVAL ii

DEDICATION iii

ACKNOWLEDGMENT iv

TABLE OF CONTENTS v

LIST OF TABLES viii

ABSTRACT ix

CHAPTER ONE 1

1.1 Background of the Study 1

1.2 Statement of the Problem 3

1.3 The Purpose of the Study 3

1.4 The Objective of the Study 3

1.5 Research Question 4

1.6 Scope of the Study 4

1.6.1 Contextual scope 4

1.6.2 Theoretical framework 4

1.6.3 Geographical scope 4

1.6.4Timescope 5

1.7 Significance of the Study 5

CHAPTER TWO: LITERATURE REVIEW 6

2.0 Introduction 6

2.1 Advertising effectiveness research 8

2.2 Assessing the effectiveness of an advertisement 8

2.3 Media used in advertisements 9

2.3.1 Print media advertising 9

2.3.2 Broadcast media advertising 10

2.3.3 Online advertising 10

2.3.4 Outdoor advertising 10

2.3.5 Transit advertising 10

v

2.3.6 Telemarketing .11

2.3.7 Specialty Advertising 11

2.4 Execution techniques used in effective advertising 11

2.4.1 Straight sell/factual message 11

2.4.2 Scientific/technical evidence 11

2.4.3 Demonstration 12

2.4.4 Comparison 12

2.4.5 Testimonial 12

2.4.6 Slice of life 12

2.4.7 Animation 13

2.4.8 Personality symbol 13

2.4.9 Imagery 14

2.4.10 Dramatization 14

2.4.11 Humor 14

2.4.12 Combinations 15

2.5 Consumer buying behavior 15

2.6 Effects of advertising on consumer behavior 16

2.7 Customer loyalty 17

2.8 Change in customers attitude about a product/service 17

2.8.1 Informed customers 17

2.8.2 Product positioning 18

CHAPTER THREE: RESEARCH METHODOLOGY 19

3.0 Introduction 19

3.1 Research Design 19

3.2 Target Population 19

3.3 Sample & Sampling Design 20

3.4 Data Collection tools 20

3.5 Procedure for data collection 20

3.6 Data Analysis and Reporting 21

3.7 Anticipated problems 21

vi

CHAPTER FOUR: RESEARCH FINDINGS & ANALYSIS~ 22

4.0 Introduction 22

4.1 Response Rate Analysis 22

4.2 Gender Analysis 23

4.3 Age Analysis of Respondents 23

4.4 Consumption Analysis 24

4.5 Frequency Of Purchase 25

4.6 Analysis of the Most Proffered Flavor 25

4.7 Analysis of Awareness Of Novida product 26

4.8 Analysis Of Novida’s Role In Consumer Buying Behavior 27

4.9 Attributes That Influence Novida Consumption 27

4.10 Analysis of Interest in Buying Advertised Products 28

4.11 Analysis of Responses on Novida’s advertising 28

CHAPTER FIVE: SUMMARY, CONCLUSIONS, LIMITATIONS AND

RECOMMENDATIONS 29

5.0 Introduction 29

5.1 Summary 29

5.2 Conclusion 30

5.3 Limitations of the Study 31

5.4 Recommendations 32

REFERENCES 33

BIBLIOG~~APHY 35

APPENDICES 37

APP EN DIX I: QUESTION NAl RE 37

vii

LIST OF TABLES

Table 1: Response rate of respondents 22

Table 2: Distribution of respondents by age 23

Table 3: Distribution and consumption 24

Table 4: Consumer response on purchase 25

Table 5: Consumers response on preferred flavors 25

Table 6: Analysis of Awareness Of Novida Product 26

Table 7: Analysis of Novida’s Role in Consumer Buying Behavior 27

Table 8: Attributes that influence NOVIDA consumption 27

Table 9: Analysis of Interest in Buying Advertised Products 28

VII

ABSTRACT

The aim of the study was to survey the effectiveness of advertisements on buying

behavior of the youth. The study was carried out targeting consumers and non-

consumers of Novida fruit flavored drink.

Cross sectional survey design was used for the study which allowed generalization of

the findings from the selected sample. The target population consisted of the youth

congregation at Kampala

The sample size was 50. The youth were stratified on basis of their difference in

years and then were randomly selected to ensure that both male and female were

represented. The research instrument used was a questionnaire.

The study sought to find out consumption behavior of the consumers as a result of

advertising. The questionnaire objectives were therefore to gather information on

attitudes that consumers had towards Novida’s advertising and the impact of this

advertising on consumers.

Data gathered and results analyzed indicated that advertising did not in fact directly

influence behavior towards the process of making the purchase decision; rather it

only incites purchase but is not a decisive factor when it comes to Novida’s

advertisements. This was attributed to a presence of other factors such as

convenience of products, attractive advertising, promotional activities, and generally

habits that the consumers had developed throughout their lifetimes.

Recommendations were given for further research into these effects of advertising.

The researcher also recommended that other marketing communication tools be

researched on.

ix

CHAPTER ONE

Li Background of the Study

William (1998) defines advertising as a marketing communication that is persuasive,

non-personal, paid for by an identified sponsor and disseminated through a mass

channel of communication to the adoption of goods, services, persons or ideas.

Philip (1980) defines advertising as a field of consisting of non-personal forms of

communication conducted through paid media under sponsorship, it is a tool by no

means restricted to commercial firms advertising comes in many forms, it involves

magazines, newspapers, radios television, posters direct mail, emails, websites,

directories and circular.

According to lamb et. al (2008) advertising is any form of impersonal paid

communication in which the sponsor or the company is identified. One of the

primary benefits of advertising is its ability to communicate to a large number of

people at one time. Advertising aims to persuade or inform the general public and

can be used to induce purchase, increase brand awareness or enhance product

differentiation.

Effective advertising can present information about new or existing products

demonstrate meaniful use of the product and establish or refresh the brand image.

It can also reach a diverse or wide audience with repeated communication and gives

a company the opportunity to dramatize its product in the color full way.

An advertisement has two main components the message and the medium of

transition. Jim ensign (2007) the advertising message must be relevant to the

consumer , advertising will never make a person interested in a product or service if

it does not appeal to or address a pre- existing need or desire secondly to break

through the clutter of surrounding promotional message, the message must stand

out in some appealing way. Advertising forms just part of an organization total

marketing strategy.

1

The function of advertisement is to attract, provoke interest increase customer

awareness of the product, encourage desire to purchase create an opinion, increase

company sales and move the views to specific action (Lester 1995). Advertisement is

also effective by being able to interpret or translate the quality of the product and

the services in the terms of consumer needs, wants desires and aspiration the

emotional appeals, symbols, persuasive approaches and other characteristics of an

advertisement which must cultural norms if the advertisement is to be effective.

Based on the definition above, advertisement is impersonal because it is not aimed

at any one individual or group but a large audience often called the target market.

Potential benefits of advertising information to marketers and consumers can be

accused under a condition that consumers notice, process and comprehend

advertising information (franke et al, 2004). Basically these has and advantage and

that is before the message can be carefully noticed the audience have an idea of

what is taking place.

Joel et, al (2002) talks about advantages of advertising meaning that advertising has

a strong effect on brand awareness, able to capture masses, easy to raise people

opinion about a little item than a well-known one and its effectiveness often rises

over a long term campaign.

Advertising does not basically fall on all categories of audience basing on research it

indicate that advertising should relate with product or service being portrayed. This

makes it cost effective in reaching the targeted respondent that is mostly given a

chance to view on the Advert, with regards to the procedures and the channel used

for disseminating advertisement, advance in technology and marketing technique

ensure that advertising is continuously being innovated.

Philip et al (2002) advertisement has a significant impact on the youth decision and

what product they consume. The appeals used in advertising included associating

products verbally and visually with other images, symbols and values that are

relevant to its audience and reflect collective value. According to keegan (2002)

2

advertising must be communicated appeals that are relevant and effective to the

target population.

1.2 Statement of the Problem

Although advertising aims at creating awareness and increase market share there is

needed for advertisement to be effective. The youth are more prone to be

influenced by advertisements; some critic have claimed that, consumers tend to

respond favorably to advertisement and reward advertisers with purchase if the

message being advertised are congruent with culture (zhang and GeIb, 1996, Belk et

al 1985) decision involving advertising are those mostly affected by cultural

differences among country markets, consumers respond in terms of their culture,

style, feeling value, system attitude belief and perception. This study therefore,

assessed the relationship between advertising and consumer behavior in the target

market.

The research chose novida due to its being relatively new in the market and focusing

on the youth who are bulk consumers of a non-alcoholic fruit flavored drink.

Therefore there is need for it to be said to be effective, therefore the study provided

an insight into the extent and nature of the novida advert and evaluate the

effectiveness of novida advertisement to the youth in terms of their buying behavior.

1.3 The Purpose of the Study

The overall purpose of the study was to establish the extent to which novida product

advertisement would be effective in influencing the youth to purchasing the product

and moreover to identify whether novida advertisement would be able to capture the

target market of the youth.

1.4 The Objective of the Study

i) To determine the relationship between advertisement, consumer behavior

and financial performance of novida product.

ii) To examine whether the youth were influenced by the buying behavior of

the novida product.

3

iii) To establish the consumer loyalty on advertisement and determining the

purchasing pattern of the novida product.

1.5 Research Quest~on

Based on the objectives of the research, the study sought to answer the following

questions.

1) What is the relationship between advertisement and consumer behavior of

novida product?

2) Are the influenced by the buying behavior of the novida product?

3) What are the consumer loyalty on advertisement and determining the

purchasing pattern of the novida product?

1.6 Scope of the Study

1.6.1 Contextua~ scope

The study focused on investigating the effectiveness of advertisement on the

consumer behavior on the youth; a case study of novida fruit flavored drink.

1.6.2 Theoretka~ framework

The researcher used, Magic bullet theory; which states that media penetrates

people’s minds and instantly create an effect. People are viewed powerless to

consciously resist manipulation, no matter what their social status or how well

educated people are. The magic bullet propaganda penetrates their defense and

transform their thoughts and actions.

1.6.3 Geographk& scope

The study targeted the youth who drank Novida. The population was sampled from

a youth class at watoto Church Kampala. The obvious reasons for choosing watoto

Church as a pilot location was because it was easily accessible in terms of time and

transportation also by the large number of youth in that church.

4

1.6A Time scope

Dissertation was done for a period of 8 months, data collection and analysis was also

done to tabulate the data which was retrieved from the field.

1.7 Significance of the Study

The findings shall be used to help look at the relationship between advertising

effectiveness (independent variables) and consumer buying behavior (dependent

variables)

The findings of this research shall be used for future research as researchers do

their research in this topic.

The study also shall inform on the challenges confronting firms as regards to

advertising and consumer behavior.

5

CHAPTER TWO

LITERATURE REVIEW

2.0 Introduction

The review provides an in depth analysis on a number of links which will be made

and shall arise from the literature which include concepts, factors, importance and

relationship of advertising and focusing on the various media coverage and some of

the execution technique used in effective advertising and effects of advertising in

consumer behaviour.it has come to my understanding for the last number of years

that economic growth and advertisement are rapidly developing at the same pace,

meaning that advertisement has become integral part of marketing, in that modern

advertisement develop with rise of mass production in the late 1gth century and early20th century.

The earliest form of advertisement used papyrus to make sales messages and wall

posters basically for commercial messages and political campaign displays that were

found in the ruins of Pompeii and ancient Greece and Rome. “Lost and found”

adverting on papyrus was common in ancient Greece and ancient Rome. Wall or

rock painting for commercial advertising is another manifestation of an ancient

advertising form.

Advertising is a form of communication used to influence individual to purchase

products or services and how that product or service could potentially benefit the

consumer. Advertising often attempts to persuade potential customers to purchase

or consume a purchase a particular brand or product or service. Phillip (1980) states

advertising consist of non personal form of communication conducted through paid

media under sponsorship it is a tool by no means restricted to commercial firms.

Looking at the five m’s of advertising which are mission, message, media, money

and measurement (kotler 2004).the mission of advertising is to inform, persuade,

remind and reinforce a purchasing decision. An advertising message is used to

communicate a brand, distinctive value in words and pictures. The media is usually

6

chosen for its ability to reach the target market effectively in terms of cost, media

include all channels of communication in inventorying and transmitting

advertisement taking into account media firms should consider reach, frequency and

impact on advertising campaign. money is essential for advertising budget that is

arrived at by pricing the reach, frequency and impact of the decisions made.

The Coca cola Company is a multinational company operating in over 200 countries.

It is the leading beverage company in the world. It was incorporated in 1892 by Asa

Candler and in the year 1982 started operations in Uganda , with manually operated

line producing SKU (Stock Keeping Unit) Coca-Cola 200ml retailing at 300 Uganda

sh. . Today bottled in many plants around the country and sold by a well-established

network of thousands of distributors and retailers, Coca-Cola has proved to be a

powerful force in the economic development of Uganda. Over 60 000 shop owners

in Uganda make 6O% of their revenue from the sale of Coca-Cola products. The

plant’s operation employ 3,000 directly and 10,000 indirectly as well as supporting

over 1 million livelihoods. This represents an investment of several billions of US

Dollars.

Coca Cola launched Novida on 1gth July 2010 as its first fruit flavored light malt non

alcoholic beverage. It comes in four flavors: Apple, Tropical, Pineapple, and Orange

which are packaged in 300m1 bottles and 250m1 cans. Novida is a Portuguese word

for new life. According to the Marketing Director of the Coca Cola East and Central

Africa, the introduction of Novida in the market was part of a worldwide strategic

move to meet consumer ever changing needs and demands through innovation.

Novida is advertised in, billboards, print (newspapers and magazines) and electronic

media (television, radio), mall branding, point of sale displays and interactive via the

web.

7

2.1 Advertising effectiveness research

In evaluating the impact of advertising marketers must measure the persuasive

effects; whether the message received will be understood, and interpreted correctly,

and the sales effects; whether the advertisement will increase sales of their

products. Advertisers gauge the persuasion effects of the messages by conducting

audience research to find out which media are read, which television programs are

viewed, and which advertisements will be remembered by their target audience(s).

Effects of advertisements are difficult to assess, although retailers usually can assess

the effectiveness of their morning newspaper advertisements by midday on the basis

of sales activity for the advertised product. A widely used method of measuring the

sales effects of food and other packaged goods is based on the Universal Product

Code (UPC), which is tied to computerized cash registers. Supermarket scanner data

can be combined with data from other sources (e.g. media and promotional

information) to measure the correlation between advertisements, special promotions

and sales.

Advertising research involves investigation into the effectiveness and potential

effectiveness of marketing communications. It is about measuring the success or

otherwise of advertising campaigns or other promotional exercises. It provides

marketers with information on the appropriate media to use the most type of

campaign to use, and the most effective design for the advertising. Because

advertising research also looks at the motivation and perceptions of customers, it

overlaps to an extent with customer research; understanding the impact of

advertising on customers is of obvious benefit, especially when one considers the

cost of running a major campaign.

2.2 Assessing the effectiveness of an advertisement

Because advertising represents a major expenditure for many firms, it is imperative

to determine whether a campaign is accomplishing its promotional objectives.

Consumers are exposed daily to a number of advertising messages, the objective is

therefore to enhance the likelihood that the advertised message will be received and

8

remembered. However, determining whether an adverused message has achieved

its intended objective is one of the most difficult undertakings in marketing.

Assessment of advertising effectiveness consists of two primary elements: Pre

testing and post-testing.

o Pre-testing the advertisement is to assess whether it is likely to be effective.

Testing almost certainly reduces the risk of producing an ineffective advert.

o Post-testing is concerned with researching the effectiveness of the advert

after it has appeared (Lucas, D. B 1983).

23 Media used in advertisements

Advertisers have a rather wide selection when it comes to media to use for

advertising. There are various media classes; Print media advertising (newspapers,

magazines), Broadcast media advertising (television, radio), Online advertising,

Outdoor advertising (billboards, banners, LCD screens), Transit advertising (direct

marketing) telemarketing telephones and specialty advertising.

2.3.1 Print media advertising

a. Newspapers: Newspapers are one of the traditional mediums used by

businesses, both big and small alike, to advertise their businesses. A

newspaper may be of national level, provincial level or district level. It may

daily, weekly or fortnightly and may be of any language.

b. Magazines: magazines are the most specialized of all advertising media.

While some magazines such as; Readers Digest or Time are general mass

appeal publications, most are targeted to a very specific type of audience.

There is a magazine designed to appeal to nearly every type of consumer

in terms of demographics, lifestyle, activities, interests or fascination.

Numerous magazines are targeted toward specific businesses and

industries as well as targeted toward individuals engaged in various

professions. (Belch & Belch, 1993)

9

2~3.2 Broadcast med~a advertising

a. Television: Television is the ideal advertising medium. Its ability to combine

visual images, sound, motion and color presents the advertiser with the

opportunity to develop the most creative imaginative appeals of any medium.

b. Radio: Radio has become a medium characterized by highly specialized

programming appealing to very narrow segments of the population. Radio

plays an integral role in the lifestyle of consumers and has the power to reach

and influence their purchase behavior.

2~3~3 Onflne advertising

Online advertising is a form of promotion that uses the internet and world-wide-

web for the expressed purpose of delivering marketing messages to attract

customers. Examples of online advertising include; search engine result pages,

social network advertising (facebook, twitter) and e-mail marketing, including e

mail spam.

2.3.4 Outdoor adverfising

a. Billboards: Billboards are panels for the display of advertisements in public

places, such as alongside highways or on the sides of buildings. They have

proven to be a very effective form of outdoor advertising.

b. Banners: Advertisers use banners to advertise on upcoming events such

as conferences, expo’s, concerts etc.

c. LCD Screens: this is one of the most recent forms of outdoor advertising,

it is effective in terms of demonstration advertising and developing of

brand image as they are similar to television advertising. Such as Kabala

gala LCD screen.

2.3.5 Transit advertising

Transit is also direct mail that is commonly known as direct response marketing, is a

marketing technique in which the seller sends marketing messages directly to the

buyer. Direct mail includes catalogs or other product literature with ordering

opportunities; sales letters; and sales letters with brochures. Various forms of

10

outdoor transit posters are used by advertisers to promote products/services. These

posters may appear on the sides, back, and/or roofs of buses, taxis, and trains.

2~3~6 T&emarketing

Telephone calls, or telemarketing, are an effective system for introducing a company

to a prospect and setting up appointments.

2~3~7 SpeciaDty Advertising

This kind of advertising entails the use of imprinted, useful, or decorative products

called advertising specialties, such as key chains, computer mouse, mugs, etc. These

articles are distributed for free; recipients need not purchase or make a contribution

to receive these items.

2A Execution techniques used in effective advertising

Creative execution; this is the way an advertising appeal is presented. (Belch &

Belch, 1993) While it is obviously important for an advertisement to have a

meaningful appeal or message to communicate to the consumer, the manner in

which the advertisement is executed is also important.

An advertising message can be presented or executed in the following ways:

2~4J. Straight sell/factua~ message

This type of advertisement relies on a straight forward presentation of information

concerning the product or service. This execution is often used with

information/rational appeals, where the focus of the message is the product or

service and its specific attributes and/or benefits.

2.4~2 Scientific/technic& evidence

Here advertisers often cite technical information, results of scientific or laboratory

studies, or endorsements by specific bodies or agencies to support their advertising

claims.

2.4.3 Demonstration

Demonstration advertising is designed to illustrate the key advantages of the

product/service by showing it in actual use or in some staged situation.

Demonstration executions can be very effective in convincing consumers of a

product’s utility or quality and of the benefits of owing or using the brand. Television

is particularly well suited for demonstration executions since the benefits or

advantages of the product can be shown right on the screen.

2.4.4 Comparison

Brand companies can also be the basis for the advertising execution. It offers a

direct way of communicating a brands particular advantage over its competitors or

positioning a new or lesser known brand with industry leaders. Comparison

executions are often used to execute competitive advantage appeals.

2.4.5 Test~mon~a~

Messages can be presented by way of a testimonial, where a person praises a

product/service on the basis of his or her personal experience with it. Testimonial

executions can have ordinary satisfied customers discuss their own experiences with

the brand and the benefits of using it. This approach can be very effective when the

person delivering the testimonial is someone with whom the target audience can

identify or who has an interesting story to tell. The testimonial must be based on

actual use of the product or service to avoid legal problems and the spokesperson

must be credible.

A related execution technique is the eridorsemen4 where a well-known or respected

individual such as a celebrity or expert in the product or service speaks on behalf of

the company or the brand. When endorsers promote a company or its products the

message is not necessarily based on their personal experience.

2.4.6 Silce of Nfe

This is a widely used advertising format, generally based on a problem/solution

approach. This type of advertisement portrays a problem or conflict that consumers

12

might face in their daily lives. The advertisement then shows how the advertiser’s

product or service can resolve the problem. Slice-of-life executions are often

criticized for being unrealistic and irritating to watch because they are often used to

remind consumers of problems of a personal nature, such as dandruff, bad breath,

body odor, and laundry problems. Often these advertisements come across as

contrived, silly or even offensive to consumers. However, many advertisers still

prefer this style because they believe it is effective at presenting a situation to which

most customers can relate to, registering the product feature or benefit that helps

sell the brand.

Execution is critical in using the technique effectively as these advertisements are

designed to be dramatizations of a supposedly real life situation that consumers

might encounter. Since the success of slice-of-life advertisements often depends on

how well the actors come across and execute their roles, professional actors are

often used to achieve credibility and to ensure that the commercial is of high quality.

This execution technique is more likely to be used by companies with advertisement

budgets that are large enough to find the use of professional talent and production

of quality commercials. George E. Belch & Michael A. Belch (1993),

2.4J Animation

With this technique, animated scenes are drawn by artists or created on the

computer and cartoons, puppets, or other types of fictional characters may be used.

Cartoon animation is especially popular for commercials targeted at children. The

use of animation as an execution style may increase as creative specialists discover

the possibilities of computer generated graphics and other technological innovations.

2.4~8 Personailty symboll

George E. Belch & Michael A. Belch (1993), this involves developing a central

character or personality symbol that can deliver the advertising message and with

which the product/service can be identified. Personality figures can be built around

animated characters and animals.

13

Z4~9 Imagery

Some advertisements contain little or no information about the brand or company

and are almost totally visual. These advertisements use imagery executions whereby

the advertisement consists primarily of visual elements such as pictures, illustrations,

and/or symbols rather than information. An imagery execution is used when the

goal is to encourage consumers to associate the brand with the symbols, characters,

and /or situation shown in the advertisement. Imagery advertisements are often the

basis for emotional appeals that are used to advertise products or services where

differentiation based on physical characteristics is difficult, such as soft drinks, liquor,

designer clothing, and cosmetics. However, image is important for all types of

products and services as marketers want the target audience to hold a favorable set

of physiological associations for their company or brand. George E. Belch & Michael

A. Belch (1993),

2~4~1O Dramatization

This technique is particularly well suited to television. Here the focus is on telling a

shut story with the product or service as the star. Dramatization is somewhat akin to

slice-of-life execution in that it often relies on the story. The purpose of using drama

is to draw the viewer into the action it portrays. When drama is successful, the

audience become lost in the story and experiences the concerns and feelings of the

characters.

24.11 Humor

George E. Belch & Michael A. Belch (1993), Humor executions are particularly well

suited to television or radio, although some advertisements attempt to use this style.

Humorous messages attract and hold consumers attention. They enhance

effectiveness by putting consumers in a positive mood, increasing their liking of the

advertisement itself and their feeling toward the product or service. Humor can also

be used to distract the receiver from counter-arguing against the message.

14

2.4.12 Comb~nations

Many of the execution techniques can be combined to present the advertising

message. For example, animation is often used to create personality symbols or

present a fantasy. Slice-of-life advertisements are often used to demonstrate a

product or service. Comparisons are sometimes made using a humorous approach.

It is the responsibility of the creative specialist to determine whether more than one

execution style should be used in creating the advertisement.

SOURCE: Adopted from George E. Belch & Michael A. Belch (1993), Advertising &

Promotion, An integrated marketIng communications perspective, Mc Graw Hill

Edition.

2.5 Consumer buying behav~or

Buying behavior refers to the decision processes and actions of people involved in

buying and using products. The buying decision process involves the following:

recognition of a need or problem, information search (choice of involvement level in

terms of time and effort and identification of alternatives), decision, action and post

purchase behavior (Kotler, 2004). The Black Box model can be used to understand

consumer buying behavior, two criterions can be used to illustrate this; level of

involvement the customer has with the product and the extent to which the

customer perceives a difference between two product offerings. This can be

demonstrated as shown below:

15

Black box model

Low

The percieved

difference between

brands

High

The degree of

customer

involvement with

the product

Source: Keegan et al. (1992, p.193) small business management 4~ edition.

2.6 Effects of advertising on consumer behavior

Since advertising is usually designed to persuade a target audience to act in a

designed way e.g. purchase a specific brand or product. The ultimate test

advertising effectiveness is the target receivers’ response. Unlike interpersonal

communication response, advertising is rarely direct; instead it is usually inferred.

Advertisers infer how persuasive their advertisements are from the resulting action

(or inaction) of the targeted audience. Receivers of the advert either buy (or do not

buy) the advertised product; they renew or (do not renew) their magazine

subscriptions etc.

Advertisers may seek response from the target audience on the degree of customer

satisfaction (or dissatisfaction) about their product or service level. Advertisers may

also try to discovers and correct as swiftly as possible any problems with the

product/service in order to retain their brand’s image. Some of the effects

advertisements may have on consumers include;

Indecisive- the

customer knows

nothing or very little

about the product.

Repetitive purchase- The

customer has a lot of information

about the product.

Search for variety-

the customer is always

willing to try out new

brands.

Complex buying behavior

which is also unpredictable

this requires a lot of promotional

activities.

16

23 Customer ~oyaIty

Advertisers could facilitate customer loyalty through the way the message is tailored

e.g. by communicating product benefits and reliability to customers and exceeding

their expectations. In advertisers creating customer loyalty “studies have shown that

loyal customers pay less attention to competitors advertising”. (Schiffman & Kanuk,

2004).

2.8 Change in customers attitude about a product/service

An attitude could be defined as “a learned predisposition to behave in a consistently

favorable or unfavorable way with respect to a given object” (Schiffman & Kanuk,

2004). Advertising could change the attitudes of customers towards a particular

product or service, since as seen from the definition; attitudes in most cases are

evaluative. Attitude changes are learned; they are influenced by personal experience

and other sources of information. Personality affects both the receptivity and the

speed with which attitudes are likely to be altered.

Altering consumer attitudes is a key strategy consideration for, most marketers, for

marketers who are fortunate enough to be market leaders and who enjoy a

significant amount of customer goodwill and loyalty, the overriding goal is to fortify

the existing positive attitudes of consumers so that they will not succumb to

competitors’ special offers and other inducements designed to win them over

(Schiffman & Kanuk, 2004).

2.8.1 Informed customers

In the customer decision making process, the first step involves searching for

information about the product. In the case of effective advertisements, the

consumer will be able to get information about the product/service thus inducing

him to buy the product/service.

An informed customer is more likely willing and ready to buy than an uninformed

customer.

17

2~8~2 Product positioning

Positioning; this is the image that a product has in the mind of the consumer.

(Schiffman & Kanuk, 2004) Advertisements can be used to position the product in

the minds of consumers, by marketers being able to effectively differentiate their

products by stressing the benefits their brands provide rather than their products

physical features.

Positioning conveys the meaning of the product in terms of how it fulfils consumers’

needs. It should be in line with consumer needs and product features viewed against

competition. Effective positioning gives a distinct brand image which consumers rely

on, on their product choice and leads to customer loyalty, trust in the product; on its

value and willingness to search for the product.

18

CHAPTER THREE

RESEARCH METHODOLOGY

3M Introduction

The survey covered the process through which the following disciplines would be

employed research design, population sample, sample selection and size data

collection procedures and research instruments and data analysis. This study was

conducted in an objective and systematic manner, gathering information so as to

attain objectives of the study. In addition, effective planning was carried and

different types of techniques applied.

3.1 Research Design

A research design is a plan or step taken to collect data in the related field. The

research design that was employed for this study was descriptive survey. The

method was an efficient way to obtain information needed to describe opinions and

views of the youth who drank Novida. The survey had particular emphasis on the

sample since the aim was to make generalization about a relatively large section of

youth. The purpose of the descriptive type of research was to ascertain whether

Novida advertising played a major role in consumer purchase behavior and more

specifically that of the youth.

It was expected that when using survey design some challenges may come about

that were needed to be addressed so as to ensure that data collection ran smoothly.

Identifying the challenges early can ensure there was effective management of

survey disadvantages. For example, structured questions missed more information

hence the researcher collected more information by interviewing a larger sample

population and recorded any other relevant information observed during data

collection.

3.2 Target Popu~aUon

The study targeted the youth who drank Novida. The population was sampled from

a youth class at watoto Church Kampala. The obvious reasons for choosing watoto

19

Church as a pilot location was because it was easily accessible in terms of time and

transportation also by the large number of youth in that church. In addition, the

area was likely to bring about results that can be generalized to the youth population

since it’s a diverse population in terms of: psychographic, demographic and

behavioral patterns. The class consisted of members between the ages of 17-26 and

had a population of 600 people.

3.3 Sample & Sampling Design

Since it was impossible to get information from the whole population of youth within

the selected population the reason being that some of the population were

unavailable to fill in the questionnaire. The researcher therefore, decided to use

simple random sampling technique since it would allow identify the probability that

any one youth drinking Novida was likely to be selected without biasness.

The researcher made a sample where 50 respondents were to be selected. The

Church consisted of youth from different areas, thus they all had a shared constant

variable that was likely to make the results viable.

3.4 Data Collection tools

The Questionnaires was distributed to the targeted population. The respondents

were assured of anonymity and confidentiality before of the questionnaire was

administered. Once administered, the researcher requested the respondent where

possible to complete the questionnaire on the spot.

3.5 Procedure for data collection

The data collection method included techniques and instruments which were

basically relevant and pertinent to the study both primary and secondary primary

were involved. The questionnaire addressed opinions and views of respondents on

the effectiveness of the Novida advertisement by Coca Cola Company. The

questionnaires was pre-tested by distributing them to 5 students of Kampala

international university so as to ensure that the questionnaire was accurate and

20

would be answered by the respondents with ease while us secondary data would be

involved.

3.6 Data An&ysis and Reporting

The data obtained from the study was collected in terms of frequencies and

percentages. This enabled the researcher to come up with descriptive statistics,

which also enabled the interpretation and drawing of conclusions as well as making

appropriate recommendations from the study. Summary statistics that included

tables, graphs and pie charts were used to present the findings. Also useful in the

analysis and presentation of the research and its findings was computer packages

such as Microsoft.

3.7 Ant~dpated prob’ems

The smooth conduction of the study was constrained by inadequate responses to

finances and time constraints.

Some of the respondents were not willing to share some information.

Language barrier was also a problem where some of the respondent would not

express themselves well and sometimes misunderstood the questions.

Limited literature on advertisement and consumer behavior in the university library

restricted the use of literature materials thus created a problem in making access of

in depth information.

21

CHAPTER FOUR

RESEARCH FINDINGS & ANALYSIS

4.0 Introduction

This chapter presents the findings of the study and interpretation. The chapter is

divided into three sections for the purpose of analysis. The first part of data analysis

is concerned with data obtained from the personal information given. The research

questions answered in the first part include finding out answers on demographics

such as gender, and age.

The second section of this chapter is concerned with analysis of data collected on

the awareness of consumers of the Novida product. Finally, the chapter shows

analysis on consumers’ response on interest, desire, trial and reinforcement issues.

4J. Response Rate Analysis

I distributed a total of 50 questionnaires to respondents of which 44 responded. All

the respondents were from watoto church Kampala and were selected through

convenience sampling.

Table 1: Response rate of respondentsFrequency Percentage

Response received 44 88

Response not received 6 12

Total 50 100

Source: Research data

Out of 50 respondents 88% of questionnaires were filled while 12% were not

because some respondents did not have time to respond due to other commitments

at the time the questionnaire was being administered.

22

4.2 Gender Analysis

Figure 1: Distiibutlon of respondents by gender.

Source: Research data

This may imply that males have more access to advertising media, they have more

o. i ertunitles to purchase, better still they may have more disposable Incomes.

4.3 Age Analysis of RespondentsTable 2: Distribution of respondents by age.Age Frequency Percentage

17-19 20 45.5

20-22 16 36.4

23-25 8 18.1

Total 44 100

Source: Research data

4Q0 Ici Male

6O%~ OFemall

23

2: Age analysis

302520151050

Source: Research data

A majority of respondents fell between the ages (17-19) at 45.5%, followed by ages(20-22) at 36.4% and (23-25) at 18.1%.

4.4 ConsumptIon Analysislable 3: Dlstiibutlon and consumption. ________________

Source: Research dataFigure 3: Consumer Analysis

From the analysis, a great majority of respondents consume Novida products at

95.5%, the rest at 45% do not consume Novida products. This was attributed to

45

Age Malysis

4035

18.1C] Percentage

(17-19) (20-22) (23-25)

Consume Frequency Percentage

YES 42 95.5

No 2 4.5

Total 44 100

Consumption Analysis

4.50%

o Yes

o Pk

95.50%

24

personal taste and preference. Although, those who had not consumed novida had

heard of Novida before and even consumed the fruit flavored drink but they did not

take any more.

4~5 Frequency Of Purchase

Table 4: Consumer response on purchase.Purchase Frequency Percentage

Never 2 4.5

Everyday 15 34.1

Weekly 20 45.5

Monthly 7 15.9

Others - -

Total 44 100

Source: Research data

From the table above, it can be deduced that a majority at 45.5%, 20 of the

respondents purchase Novida products weekly, followed by 34.1%, 15 of the

respondents purchase the products every day. l5.9%, 7 of the respondents

purchase Novida products monthly, while 4.S%, 2 of the respondents do not

purchase Novida products at all.

4.6 Analysis of the Most Proffered Flavor

Table 5: Consumers res ~onse on preferred flavors.Flavor Frequency Percentage

Novida Pineapple 18 40.9

Novida Apple 9 20.5

Novida Tropical 14 31.8

Novida Orange 3 6.8

Total 44 100

Source: Research data

From the analysis, a great majority of respondents consume Novida Pineapple flavor

at 40.9%, followed by those who consume Novida Tropical flavor at 31.8%. Those

25

respondents who consumed Novida Apple flavor came in at 2O.5% and the least of

respondents consumed Novida Orange flavor at 6.8%.

4J Analysis of Awareness Of Novida product

Table 6: Analysis of Awareness Of Novida Product

On the issue of how often the respondents came across Novida Advertisements,

38.6% did so daily, 34.1% came across Novida advertisements weekly. 27.3% came

across the advertisements monthly. None of the respondents said they never came

across Novida advertisements.

The majority who came across Novida advertisements on a weekly basis may

attribute this to the fact that they are well exposed in terms of different advertising

media. This may also be due to technological and electronic developments that have

seen more people access electronic devices. Also new ways of advertising such as

boards and screens play a major role.

Advertising Frequency Percentage

Awareness

Daily 17 38.6

Weekly 15 34.1

Monthly 12 27.3

Never - -

Other - -

Total 44 100

Source: Research data

26

4~8 Analysis Of Novida’s Role In Consumer Buying Behavior

Table 7: Analysis of No~’ida’s Role in Consumer Buying BehaviorRole Frequency - - Percentage

Plays no role 5 11.4

Plays little role 5 11.4

Plays moderate role 23 52.2

Plays major role 11 25

Total 44 100

From the above table, I found that a majority of the respondents, 52.2% thought

that Novida’s advertising plays a moderate role in their buying decision. 25% said

that it played a major role, while some respondents tied at 11.4% saying that it

played no major role and it played little role respectively.

4.9 Attributes That Influence Novida Consumption

Table 8: Attributes that influence NOVIDA consumptionAttribute Frequency Percentage

Personality 24 54.5

Lifestyle 12 27.3

Message & content 1 2.3

Color 2 4.5

Creativity 5 11.4

Other - -

Total 44 100

Source: Research data

On the issue of attributes that influenced consumption of Novida 54.5% were

influenced by personality, 27.3% of the respondents were influenced by lifestyle,

11.4% of the respondents were influenced by the creativity in the Novida

advertisements. 4.5% said that the color in the advertisements influenced their

consumption, While those influenced by the message and content in Novida

advertisements constituted of 2.3%.

Source: Research data

27

4.10 Analysis of Interest in Buying Advertised Products

Table 9: Analysis of Interest in Buying Advertised ProductsInterest in buying Frequency Percentage

Definitely will not buy - -

Probably will not buy 5 11.4

Might or might not buy 4 9.1

Probably will buy 9 20.5

Definitely will buy 26 59.0

Total 44 100

Source: Research data

It is seen from the table above that 59% definitely will buy advertised product,

followed by 20.5% who probably will buy, 11.4% probably will not buy. 9.1% of the

respondents said that they might or might not buy advertised products. None of the

respondents said that they definitely will not buy the advertised product.

4.11 Analysis of Responses on Novida’s advertising

In this section, all respondents felt that Novida’s advertising provided them with the

relevant information such as; prices and new offerings. They felt that Novida’s

advertising made them interested in the product in terms of new product flavors.

The advertisements also made them aware of products that were in the market

currently and therefore also made them want to try these products. The concept of

being reminded of the product was replayed here and the response was that they

were all in agreement that advertising did play this crucial role.

However, on the issue of advertising making the respondents want to try the

product, most of the respondents were in agreement that advertising sparked and

attracted interest to the product thus motivating their consumers buying decisions.

On the other hand a small percentage of the respondents were indifferent.

28

CHAPTER FIVE

SUMMARY, CONCLUSIONS, LIMITATIONS AND

RECOMMENDATIONS

5.0 Introduction

This chapter gives a summary of the findings as well as conclusions gathered from

the analysis of chapter three. The chapter also incorporates the various suggestions

and comments given by the respondents. The findings are summarized alongside the

objectives of the study. Discussions in line with existing literature on consumer

buying behavior are also highlighted.

5.1 Summary

Out of 50 respondents, 88% answered the questionnaires while 12% did not.

From the collected data, it was found that 6O% were male while 4O% were female.

A majority of the respondents fell between the ages of (17-19 yrs) at 45.5%

followed by age (20-22 yrs) at 36.4% and finally age (23-25 yrs) at 18.1%.

Majority of the respondents consume Novida products, these were 9S.5%. The rest

4.S% do not consume Novida products.

From the data, 45.5% purchase Novida products weekly, followed by 34.1% who

purchase Novida products daily. 15.9% of the respondents purchased Novida

products on a monthly basis and 4.S% of the respondents never purchased Novida

products at all.

Majority of the respondents at 40.9% preferred Novida Pineapple flavor, followed by

31.8% who preferred Novida Tropical flavor. 20.5% of the respondents preferred

Novida Apple flavor and the least at 6.8% preferred Novida Orange flavor.

29

Majority of the respondents came across Novida advertisements daily at 38.6%,

34.l% of the respondents came across Novida advertisements weekly and the

respondents who came across Novida advertisements monthly were at 27.3%. None

of the respondents responded to never coming across any Novida advertisements.

52.2% said that Novida’s advertising played a moderate role in their buying decision,

25% said it played a major role in their buying decision. At 11.4% the respondents

said that Novida’s advertising played little role & played no role respectively.

A majority of the respondents at 54.5% said that personality as an attribute

influenced their consumption of Novida, 27.3% said that they were influenced by

lifestyle, 11.4% of the respondents were influenced by creativity in the

advertisements, 4,5% said they were influenced by the color, while 2.3% said that

there were influenced by the message and content in Novida advertisements.

59% said they definitely would buy advertised products, followed by 20.5% who

said that they probably would buy advertised products. 11.4% said they probably

would not buy advertised products, while 9.1% said they might or might not buy

advertised products. None of the respondents said they definitely would not buy

advertised products.

5~2 Conclusion

From the data collected and analyzed in chapter four, the researcher concluded that

although advertising had a role to play in terms of providing relevant information to

the consumer, making the consumer interested in the product, making the consumer

aware of existing and new products, creating interest in a product and reminding the

existing consumers of product offerings. Advertising played a part in consumer

buying behavior.

Here, the researcher concludes that in the case of Novida fruit flavored drinks,

consumers would buy less if a repeated vigorous advertising of the product was to

decline. This may be attributed to issues such as; stiff competition from rival

30

products, unavailability of the product due to inappropriate distribution of the

product thus inconvenience, the product being less popular as compared to rival

brands, and availability of preferred substitutes. From this the researcher concludes

that advertising played a major role in making consumers aware of the available

products, therefore motivating them to buy.

53 Limitations of the Study

The research was limited due to the following factors:

The sample selected was small and reliance on the sample to reflect the real state of

the matter could not be fully representative.

Research was conducted within a period of one month. Therefore other extraneous

factors that distort the response would’ not be isolated.

The study used secondary data, which looked at measurable factors that affected

consumer buying behavior and therefore overlooked those that were not

quantifiable.

The research was not immune to the major limitations of any research proposal

while carrying it out. The researcher was to go and administer a maximum of 50

questionnaires but only came up with 44 well filled ones that helped in the analysis

of the research results. Thus 6 were either misplaced or not answered all together.

Again the issue of getting a sample, to represent the whole population of the place

was difficult and needed extra care to get a good sample.

31

5.4 Recommendations

Due to limited time and resources, the researcher recommends further research on

consumer buying behavior. This would enable students in the Marketing oriented

field to have a wider understanding on consumer buying behavior.

The researcher also recommends that research be carried out on whether other

Marketing communication tools, such as; Sales promotions, publicity, direct

marketing etc. influence the buyer towards buying the products.

Also Effective methods of advertising if any, should also be researched on to bring

out a clear understanding of advertising effectiveness.

32

REFERENCES

Bruce G Vandon Bergh Helen Katz (1999) Adverti:sing Princi~Ies NTC Business Bookspublishers.

David W. Nylon (1975) Advertising Planning Implementation and Control Southwestern Publishers.

Gary L. Lillian Phillip Kotler. K Jridhar Mourthy (1999) marketing model EasternEconomic Edition Prentice Hall New Delhi.

George E. Belch & Michael A Bolch (2001) Advertising and Promotion An integratedMarketing Communication Perspective 5th edition McGraw-Hill.

George E. Belch & Michael A. Belch (1993), Advertising & Promotion, An integratedmarketing communications perspective, Mc Graw Hill Edition.

Joel R. Evans Barry Berman (1997) Marketing in the 215t century Atomic dogPublishers.

Rajees, Batra, John G Myers, David A Aakol (1996) Advertising Management 5th

edition Pearson Publishers.

Kajjarjian Robertson (1975) consumer Beha viorScott fulsman.

Keega n Small Business Management 4th edition

Kotler and Armstrong (2001) Princiole ofmarketing prentice Hall gth edition

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edition.

Lamb, Hali McDaniel (2000) MarketingSouth western 5th edition.

Louise Boone, David L Kurtz (2001) contemporary marketing 10th edition SouthWestern Thomson learning publishers.

Michael et. Al (2001) Marketing, McGraw-Hill Irwin, 12th edition.

Michael R. Solomon (1996) Prentice Hall Consumer Behavior 3rd edition.

33

Mimcheal R. Solomon (1999) Prentice Hall Consumer Behavior 4th edition.

Philip R. Cateora John Giaham McGraw-Hill (2002) International Marketing ll~

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S.A Chunawalia KC Sethia(1997) Foundation of Advertising Theory and PracticeHimalaya Publishing House.

Thomas S. Robertson, Joan Ziclinski Scottward Polesman.(1984) Consumer Behavior

Warren. J. Kengan. A. Demark. S, Green (2000) Global MarketingPrentice hall.

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William Wells John Burnott, Sandra Moriarty (1989) Advertising Princioles andPractice Prentice Hall.

34

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36

APPEN DICES

APPENDIX I: QUESTIONNAIRE

I, Achan JackDine an undergraduate students at Kampala international university,

am conducting a research on, “Advertising on the consumer behavior: A case of

Novida fruit flavored drink”. I am requesting for your assistance by providing the

information as required by the questions given below. Any information given will be

treated with utmost confidentiality. Your assistance in giving honest responses will

enable me to come up with accurate findings. Please do not indicate your name if

you fill it’s not necessary.

PART A: PERSONAL INFORMATION

1. What is your age? (Tick appropriate box)

17-2oyrs I

20-23 yrs _____

23-26 yrs _____

2. What is your gender? (Tick appropriate box)

Male

Female _____

PART B: AWARENESS OF THE NOVIDA PRODUCTS

1. Do you take Novida? (Tick appropriate box)

Yes I No ___

a. If your answer to question 3 is no, why don’t you take Novida?

37

b. If your answer to question 3 is yes, how often do you take Novida? (Tick

appropriate box)

Everyday

Weekly _____

Monthly

Others (specify)

If you drink Novida, rank them in order of the flavors you like most on a

scale of (1-4).

1 234

Novida Pineapple

Novida Apple

Novida Tropical

Novida Orange

PART C: CONSUMERS RESPONSE ON INTEREST, DESIRE, TRIAL AND

REINFORCEMENT ISSUES

How often do you see or hear Novida advertisements? (Tick appropriate

box) _____ _____

Never I Monthly LWeekly _____ Daily ____

Other

2. Do you feel that Novida advertising plays a role in your buying decision?

(Tick appropriate box)

Plays no role _____I plays moderate role IPlays little role _____ Plays major role I

3. What attributes of the Novida advertisements greatly influences you to

consume? (Tick appropriate box)

Personality e.g. cool

Lifestyle e.g. sophisticated I

38