INFLUENCE OF PASTA ADVERTISING ON PARENTS’ BUYING DECISION A COMPARATIVE STUDY OF INDOMIE AND MIMI...

CHAPTER 1

INTRODUCTION

1.1BACKGROUND TO STUDY

Advertising according to Dominick (2011:342) is any form of non-

personal presentation and promotion of ideas, goods and services

usually paid for by an identified sponsor. It is a form of

communication for marketing which is used to encourage or persuade

an audience i.e. viewers, readers or listeners to convince them or

make them take an action. The desired result is to drive consumer

behaviour with respect to commercial offerings. The purpose can

also be to build a brand image or to reassure stakeholders that a

company is successful.

Katke, 2007 as cited by European Journal of Business and

Management, all marketing weapons, advertising is renowned for its

long lasting impact on viewer’s mind, as its exposure is much

broader. Advertising is a subset of promotion mix which is one of

the 4P’s in the marketing mix i.e. product, price, place and

promotion. As a promotional strategy, advertising serve as a major

tool in creating product awareness in the mind of a potential

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consumer to take eventual purchase decision. Advertising, sales

promotion and public relations are mass-communication tools

available to marketers.

Advertising is vigorous, often obtrusive, often overwhelming form of

communication that influences us both directly and indirectly. [Diwan

1999:1].

Motivation can be used to explain advertising and communications goal.

For people to buy a brand or service advertisers try to make the brand

the best alternative for satisfaction or fulfilment of a consumer’s

need. This is why many advertisements focus on how a product solves a

consumers’ problem. Advertising is not only directed at selling or at

achieving the objectives of gaining acceptance for a worthwhile idea

or programme. It can also be an instrument for developing basic

motivations for creating resources for buying goods and services or

generating favourable conditions for the acceptance for an idea.

Advertising is no longer limited to the traditional media- television,

radio, newspaper, and magazine and bill boards to send their messages.

Technology has enabled advertising to reach consumers efficiently

through a means of other interactive media like the internet.

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According to Wikipedia, television has grown faster than any other

advertising medium in history. It is a universal medium that attracts

more people and it has become an important part of society. This is

due to the combination of sight, sound and motion which makes watching

it a captivating experience and also a unique advantage to advertisers

over competing media. It is used for demonstrating uses of a product

to viewers. Also, it is a useful tool for education that has high

entertainment capacity.

Since consumers have an overwhelming range of products to choose from

even within the same category which is also bombarded with many

advertising messages, a good advert must be communicated effectively

to keep the consumers loyal to the brand i.e. the advertisement should

be able to tell the audience why they should buy the brand and not the

competitors.

Another factor the advertisers put into consideration are the target

audience. Every product has various and different target audience. For

example the audience for sanitary towel is women who are menstruating.

This simply means that the type of product determines the type of

target audience. After determining who the target audience is the next

step is to study the behaviour and attitude of the consumer because

the behaviour of consumers affect purchase decisions. The American

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Marketing Association defines Consumer Behaviour as “The dynamic

interaction of effect and cognition, behaviour and the environment by

which human beings conduct the exchange aspects of their lives” [Paul

Peter and Olson 2005:5]. He further explains that consumer behaviour

involves the thoughts and feelings people experience and the actions

they perform in consumption process.

Bovee and Arens (1987:197), while highlighting the importance of

consumer behaviour, explained that as societies change their attitude

towards dress, recreation, morals, religion, education, economics or

even other people, advertising techniques changes too, because

behavioural characteristics of large groups of people give the

directional force to any advertising aimed at these groups.

Advertising has various meanings to different people to the

Advertising Practitioner of Nigeria (APCON) it means “a communication

in the media, paid for by an identified sponsor and directed at a

target audience, with the aim of impacting favourable information

about a product, service, idea or opinion” (APCON code, 4th edition:3).

To the consumer it means one of the several incoming messages directed

to the consumer, the salience of which is influenced by the emotional,

physical and need state of the individual. [Diwan 1999:4]. Advertising

from the societal perspective is an institution of society that has

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the capability of informing the citizen, stimulating economic growth,

and providing knowledge useful in decision making as well as the

tendency both to misallocate scarce economic resources and lead

consumers to engage in [a] behaviour that may not be in their own best

interests [Diwan 1999:5. Finally, to the CEO of a multinational

corporation, it is an essential marketing tool that helps create brand

awareness and loyalty (O’Guinn et al 1997:6). To the art director in

the agency, advertising is the creative expression of content.

The purchasing behaviour of a consumer after listening or viewing and

advertising message involves a mental decision process that takes

place overtime. This study therefore investigates the influence of

Pasta advertisement on parents buying pattern.

According to Calvert 2008, youths also shape the buying patterns of

their families. From vacation choices to car purchases to meal

selections, they exert a tremendous power over the family pocket-

book. Experts estimate that two- to fourteen-year-olds have sway

over $500 billion a year in household purchasing. Thus, to

influence youth is to influence the entire family’s buying

decisions. Rapid growth in the number of television stations and

online venues has also led advertisers to market directly to

children and youth. Because children and youth are heavy media

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users and early adopters of newer technologies, media marketing and

advertising campaigns using both television and newer media are

efficient pathways into children’s homes and lives.

1.2 STATEMENT OF PROBLEM

Television audience are people of different cultures, religion, social

strata, socio-political setting, etc and various factors influence

their choice of products. Some of the factors are: price, quality,

choice, branding, children, etc.

Since children are believed to be heavy viewers, the research aims at

ascertaining if they influence the choice of products parents buy.

Also, the study will attempt to find out the role of television

advertisement play in keeping products in the mind of parents and the

ability of the advert to change consumer buying pattern.

1.3 RESEARCH QUESTIONS

This study focuses on five major research questions as follows:

What are the factors that influence the buying pattern of

parents?

Does television advertisement influence consumers buying pattern?

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Are there relationships between advert recall and buying pattern

of pasta?

Do children influence the products parent purchase?

Are there other purchase reasons?

Do parents prefer Indomie to Mimi Noodles or vice versa?

1.4 PURPOSE OF STUDY

Advertising is a form of communication for marketing which is

used to encourage or persuade an audience. Companies advertise their

products through various mass media-newspaper, magazine, internet,

billboards, television, etc. television adverts are used to

demonstrate how a product works to the public thereby appealing to

sight and sound.

This study tries to ascertain if it’s the television

advertisements or children that make parents purchase pasta products.

The study equally seeks the elements in the advert parent and children

recall during purchase. It would also find out the role advertisement

play in parents buying pattern of Pastas.

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1.5 SIGNIFICANCE OF STUDY

This research work will be significant to advertising agencies,

advertisers, consumers, young entrepreneurs, individual writers and

researchers and other marketing communication professional.

Marketing communication professionals will have knowledge of the

best advertising methods to create product awareness. It would help

advertising agencies to understand how the creation and presentation

of television advertisements for products influence the buying pattern

of their target audience.

Advertisers would understand how the television advertisements

affect the sales of their product and how the public perceive the

product. The young entrepreneur would understand the efficiencies in

branding a product and it would broaden his knowledge about who the

consumer is and what makes them purchase a particular product.

Finally, for individual researchers and writers it would add to

extant knowledge.

1.6 SCOPE OF STUDY

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This study is limited to pasta products. The population sample

would be drawn from the parents living at Redemption Camp, Mowe, Ogun

State.

1.7 LIMITATIONS OF STUDY

The information gathered was gotten from answers provided by

respondents in the questionnaires. The major problem was

administration and retrieval of the questionnaires used for the data

collection but attempts were made to distribute and collect the

questionnaires appropriately.

1.8 DEFINITION OF TERMS

• Influence: this is the power to have an effect on people or

things in other to change the perception, belief or behaviour they

have towards someone or something.

• Buying pattern: this is the manner in which a consumer buys

goods. It refers to the factors that make the consumer purchase a good

at a particular time. It can also refer to the reason behind him

purchasing a particular good.

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• Advertisement: Microsoft Encarta’s definition is incorporated

into this study. Microsoft Encarta 2009 explains advertisement as a

picture, short film or song which tries to persuade or convince people

to buy a product or service. It also takes it to mean a public

announcement in the newspaper or on the radio, television or internet

promoting something such as product for sale or an event. It also

entails the use of photographs designed to sell products or services

by capturing viewer’s attention. For example, magazine, catalogue,

etc. This photograph can stand alone or may be combined with words to

sell a product or illustrate the product via the television.

• Parents: these are the people who buy goods, products or service

for their children. They can also be called consumers who purchase a

particular product

• Television: this is one of the traditional medium used in mass

communication for the dissemination of information and advertising

messages to a large heterogeneous audience. This medium appeals to

sight and sound and it’s used in describing the functions of a

products to its target audience.

• Pasta: according to this research it refers to either Indomie or

Mimi Noodles.

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REFERENCEThe Nigerian Advertising Code of Advertising Practice and sales promotion. (2010). 4th edition

Belch, G. E. (2006). Advertising and promotion. An integrated marketing communications perspective. New York: TATA McGraw-Hill.

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Bovee, C. and Arens. (1987). Contemporary advertising. Boston: Irwin McGraw-Hill Hill, INC.

Diwan, P. (1999). Advertising management. Malaysia: Golden Books Centre sdn.Bhd.

Dominick, J. R. (2011). The dynamics of mass communication. Georgia: McGraw-Hill.

Katz, B. G. (1999). Advertising principles. Chicago: NTC Publishing Group.

Microsoft Encarta Dictionaries. (2009). microsoft corporations.

Mohan, M. (2009). Advertising management. concepts and cases. Tata McGraw Hill Education Private Limited.

Olson, J. P. (2005). Consumer behaviour and marketing strategy. McGraw-Hill Irwin.

Rukayat, I. (2011). Influence of television advertisement on consumers'purchase decisions. A comparative study of Dettol and Delta antiseptic soap. lagos.

Sandra Calvert. (2008). Children as Consumers: Advertising and Marketing.Vol 18, No 1

Thomas O'Guinn, Chris Allen and Richard Semenik. (1998). Advertising. Cincinnati Ohio: Southwestern college publishing.

Wikipedia. (2011). Definition of television. Retrieved October 21, 2012, from http:en.wikipedia.orgwiki/internet-definition

Zain-Ul-Abideen and Salman Saleem. (2012). Effective advertising and its influence on consumer buying behavior. European Journal of Business and Management, Vol3, No3.

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CHAPTER 2

LITERATURE REVIEW

2.1 CONCEPT OF ADVERTISING

O’Guinn, Allen and Semenik in the book titled “advertising”

explains that many people think advertising deceives others, most

think it’s a glamorous profession, but one in which people are

either morally bankrupt con artists or pathological liars. They

further states that an average person sees advertising as amusing,

informative, and helpful and occasionally hip. In general,

advertising helps customers see reasons why a good should be

purchased; it turns an ordinary good to an extraordinary brand and

important possession.

Advertising reflects the way individuals think about a thing

and the way they see themselves because the message is hard-hitting

and powerful i.e. it can change individual perspective of a good,

service or idea, it can make individuals act upon a message

instantaneously, etc.

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O’Guinn et al defines advertising as a paid mass mediated

attempt to persuade. From this definition we can deduce three

things:

Communication not paid for cannot be called an advert. For

instance public service announcement, sales promotion in form of

publicity, etc. The public service announcement and publicity might

be seen in the media but as long as it’s not a paid for

communication, it is not advertising.

Advertising is delivered through a communication medium designed

to reach a large heterogeneous audience at the same time. It could

be through the television, radio, magazine, newspapers, direct mail,

bill boards, online services, etc. The mass mediated simply means a

message is not delivered in a face-to-face manner. This

distinguishes advertising from personal selling as a form of

communication.

All advertising are persuasive in nature i.e. it is designed to

get to the consumer for a purpose and that purpose is to get the

customer to like the brand and eventually buy the brand. In absence

of this persuasive intent, the communication might be news but it

would not be advertising.

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Below is a model adapted by O’Guinn et al from James A. Anderson

and Timothy P. Meyers’ (2003) Mediated Communication: A Social

Perspective.

ACCOMODATION AND NEGOTIATION

In explaining the model we look at the two major components:

Production Reception

From left to right of the model we see the process of

communication production. This is where then content of an

advertisement is developed. This creation is a complex interaction

of the advertiser, the advertiser’s expectation towards the target

audience, and his assumptions on how the audience would interpret

the advert. The conventions, rules and regulation of the medium

itself.

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PRODUCTION RECEPTION

MESSAGE

INTENT

Interaction ofadvertisers,

imaginedaudience,

agency, mediaand othersocial

institutions

Pasthistory,

personality imaginedadvertiser

andpurposeforming

Individualaudiencemembers’

understanding of theadvertiseme

nt.

Meanings formed. Common and individual

To the right we see the communication reception process, where

individual members of the audience interpret an advert according to

their background, previous experiences and their motivations. This

is where the meaning of an advert is determined and everyone creates

their own separate meanings based on their social and cultural

context, their own unique background and experiences.

In the creation of an advert both producer and receivers are

imagined in the sense that that the two don’t have a general sense

of what the other is like. And also, no advert contains a single

meaning for all audience members. An effective advert simply means

the advertisers intent and individual audience members’

interpretations are close enough.

2.2 PURPOSE OF ADVERTISING

Advertising is done to communicate to a target audience the

value of a product or service a firm has to offer. This value can be

a convenient location, credit terms, warranties and guarantees and

delivery. It also helps to create a difference in the mind of the

consumers, between an organizations brand and its competitors’ brand

Advertising creates a distinctive position both internally [with

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regard to similar brands of a firms market] and externally [the

competitive niche the brand will pursue] and minimises

cannibalization among similar brands. When a brand has the right

feature, the right price, the right distribution and the right

communication sales will likely occur and the firm generates

revenue. In this way, advertising contributes to revenue generation

of a firm.

Advertising creates price flexibility by contributing to

economies of scale and creating brand loyalty. It contributes to

demand stimulation by communicating to the market about the features

and availability of a product or a service.

Finally, advertising helps in attracting customers to products

and services they would find useful and satisfying.

2.3 TYPES OF ADVERTISING

The various types of advertising are based on the functional

goal that is, what the advertiser is trying to accomplish and the

various types of audiences. The types of advertising are;

Retail advertising

The message here announces the products that are available

locally, stimulates store traffic, and tries to create a distinctive

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image for the store. It emphasizes price, availability, location and

hours of operation. The techniques used here are coupons, vouchers,

on-line advertising, loyalty cards, etc.

Direct response advertising

This type of advert allows organizations communicate straight to

the customer. The receiver of the message acts immediately and it is

used for products consumers are conversant with. The advertising

techniques organization use in passing this information are, email,

text messages, catalogue distribution, interactive consumer

websites, social media etc.

Institutional advertising

This is also known as corporate advertising. This type of

advertising is designed to promote a company rather than a specific

good or service .it is used to promote a corporate identity or win

the public over to the organizations point of view rather than

towards selling a product. The various media used in this type of

promotion are radio, television print and digital.

Delayed response advertising

This is also known as national consumer advertising or brand

advertising. This relies on imagery and message themes that

emphasize the benefits and satisfying characteristics of a brand.

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Rather than trying to stimulate an immediate action from an

audience, it attempts to develop recognition and approval of a brand

over time. It creates brand awareness, reinforce the benefits of

using a brand and develop a general acceptance for a brand. The

various media used are television, radio, email, print, etc.

2.4 MEDIA SELECTION

This is the process of deciding the appropriate advertising

media to achieve advertising objectives in line with a given

strategy and allocating the given advertising budget to the various

media types. Selection of medium is influenced by such factors as

the various medium characteristics, the product, target market, the

extent and type of distribution, the type of message to be

communicated, the budget and the competitors advertising strategy.

Some answers to some of these factors are available within the

organization while to get answers about the competitors advert

strategy a marketing research must be conducted to determine what is

expected of its competitors in the future.

Two decisions must be made in other to select an appropriate

media. They are:

Which particular media to use?

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This is based on the characteristics of each media. I.e.

each media has its unique feature that appeals to a particular

segment in the society.

Within a given medium which specific medium to use?

There are two approaches to media selection. They are:

Cost Per Thousand exposures comparison

This allows the advertising planner to compare vehicles within a

medium i.e. the cost of reaching 1000 members of an audience using a

particular medium that is cheaper yet reaches the same number of

audience the more expensive medium would reach.

Specify the target audience and match their characteristics with

those of the medium. Below are the procedures for using this method:

1. Build a profile of customers detailing who they are, their

location, when they can be reached and what their demographic

characteristics are.

2. Study media profiles in terms of audience, coverage and

audience’s habit.

3. Match the customers profile to the media profiles. This

would lead to preliminary selection of a medium based on the grounds

of coverage.

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4. The preliminary selection should be examined further in

regard to product and cost consideration. Cost should be balanced

against the benefit expected to be delivered from the campaign under

consideration.

5. The total budget should be allocated to the different media

and the various media vehicle. The final selection of a medium

should maximize the achievements of the media objectives.

Basically, the two types of information required for a medium

selection are customer profile and audience characteristics.

2.5 ADVERTISING IN THE BROADCAST MEDIA

These are the commercials aired on either radio or television.

Internet advertising is also a part of advertising in the broadcast

media as all of them fall under the category of mass marketing which

means that national as well as global audience can be reached.

Unlike the print media, the broadcast media is used by advertisers

to persuade consumers about the benefits of the product.

The cost of an advert on this channel (television and radio)

depends on the time of the commercial and the specific time it is

being aired i.e. the cost of an advert in the premium slot( this is

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the time when a station has heavy viewers) is more expensive than

any other spot when there are light viewers.

A radio advert must be aired several times so that it can sink

into the minds of the consumer. The voice talent in the commercial

should be taken keeping in mind the type of commercial. The

television advert should be able to combine the audio and video

appropriately i.e either of the two should be able to send out the

message. For example, if a person is not viewing the television but

just listening to it she should get the idea and vice versa. Adverts

are monitored by Advertising Practitioners Council of Nigeria

(APCON) so that advertisers do not make false claims to lure

consumers to buying their products. All adverts are paid for and the

time limit in a slot is 30-60 seconds.

Internet advertising uses the World Wide Web in attracting

consumers to buy products and services. Examples of such adverts

include adverts on search engine, social network advertising and

email advertising and so on.

In all, before an advert is placed a research on the target

audience must be done to determine the best medium to use in

relaying the advert message.

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2.6 MARKETING TECHNIQUES

Calvert (2008) explains that, marketers use a variety of techniques

to attract audiences to increase product purchases. Traditional

marketing techniques in television commercials include repetition,

branded characters, catchy and interesting production features,

celebrity endorsements, and premiums (free merchandise that accom-

panies a product).

Repetition: It involves repeating the same commercial message

over and over. The idea is that familiarity with a product

increases the likelihood of purchasing and using it.

Attention-getting production features: these are designed

to attract children’s interest in commercial content. Such

features, which are heavily concentrated in children’s

television advertisements, include action and movement,

rapid pacing, sound effects, and loud music.

Branded characters and premiums: this is the use of branded

characters that are associated with a company, and hence pro-

mote its brand name that appeal to children and youth.

Marketers associate the products and activities they want to

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sell with entertaining characters to increase interest in

those products.

Celebrity endorsements: Celebrity endorsements also help sell

products. Children who like those celebrities are expected to

purchase these products.

Product placement. In television programs or movies, brands

are not only used by characters, but even become characters.

Such marketing exposure increases a consumer’s familiarity

with a product and can result in a favorable opinion of a

brand.

2.7 CONSUMER

According to the consumer Act sighted in legalguide.com a

consumer is a person who

buys any goods for a consideration which has been paid or

promised or partly paid and partly promised, or under any system of

deferred payment and includes any user of such goods other than the

person who buys such goods for consideration paid or promised or

partly paid or partly promised, or under any system of deferred

payment when such use is made with the approval of such person, but

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does not include a person who obtains such goods for resale or for

any commercial purpose; or

hires or avails of any services for a consideration which has

been paid or promised or partly paid and partly promised, or under

any system of deferred payment and includes any beneficiary of such

services other than the person who ‘hires or avails of the services

for consideration paid or promised, or partly paid and partly

promised, or under any system of deferred payment, when such

services are availed of with the approval of the first mentioned

person but does not include a person who avails of such services for

any commercial purposes.

From the above we can deduce that a consumer is a person who

buys a commodity for personal consumption.

2.8 ADVERTISING AND CONSUMER BEHAVIOUR

Parents learnt about pasta (noodles) from many sources, from

family and friends, through advertisements. The goal of every advert

is to influence the awareness, attitudes and buying behaviour of

consumers and for the advert to be seen it has to grab the attention

of its target audience.

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People seek products that have attributes that will solve their

problems and fulfil their need. Proctor et al (1982) explains that

the aim of consumer behaviour analysis is to tell the reasons why

consumers act in a particular way under certain circumstances. It

determines the factors that affect the consumer buying decision

process: personal/economic, psychological and social factors. It

makes the advertiser develop an appropriate marketing mix for its

target market.

The consumers are viewed by the consumer behaviour analyst as a

variable that cannot be controlled and a variable that will

interpret the product or service not only in terms of the physical

characteristics but in context with the social and psychological

makeup of that individual consumer. This means that consumer

purchases goods based on their motive, perception, ability and

knowledge, attitude, roles and family influences, etc.

2.9 FACTORS THAT INFLUENCE CONSUMERS’ PURCHASE DECISION

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Arens et al (2009:145) identified numerous sociological and

psychological factors which invariably play a role in the way

consumers behave. These include a series of personal sub processes

that are themselves shaped by various influences. There are three

personal processes that govern the way consumers ‘discern raw data

and translate them into feelings, thoughts, beliefs and actions. The

personal processes are the perception, learning and persuasion and

the motivation processes. Moreover, consumer mental processes and

behaviour are affected by two sets of influences: inter-personal and

non-personal influences. Interpersonal influences include family,

society and culture while non-personal influences include factors

often outside the commercial control i.e. time, place, environment,

etc.

The first task in promoting a new product is to create awareness

(perception) about the existence of the product. The second task is

to provide enough compelling information (learning and persuasion)

about the product to prospective customers to find interest and make

a decision. Finally, the advert must motivate customers’ desire to

satisfy their needs.

Personal process

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This is the personal way consumers sense, interpret and

comprehend various stimuli. The consumer perception process includes

some key element. They are: perceptual screen, stimuli, cognition,

etc.

1. Perceptual screen: a data must pass through the subconscious

filters that shield consumer from unwanted messages before it

can be accepted. There are two types of screen;

Physiological screen: this comprises of the five sense organs

(sight, hearing, touch, taste and smell). They detect the

incoming data and measure the dimension and intensify with

physical stimuli. The advert message is effectively screened out

if the viewer cannot interpret it. Perception does not occur and

the product goes unsold.

Psychological screen: here the consumer uses this screen to

evaluate, filter and personalize information based on subjective

emotional standards. It evaluates standards based on innate

factors such as the consumers’ personality and instinctive human

needs and learned factors such as beliefs, attitudes, lifestyle,

and past experiences. They help consumers summarize data.

2. Stimuli: this is the physical information consumers receive with

their sense, that is, the adverts consumers see. They are

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physical in nature and stimulate consumers’ senses. For example,

labels on products, price tags, etc.

3. Cognition: this comprehends stimulus. Once a stimulus has been

detected and runs through the consumers perceptual screens they

can comprehend and accept it.

4. Mental files: this states that the mind is like a memory bank

and the stored memories in consumers mind are called the mental

and perceptual files. To cope with the complexity of stimuli

such as advertising, consumers rank products and other data in

their mental files by importance, price, quality, features. It

is important to understand what is in the consumers mental files

due to the complexity of perceptual screens so that it can be

modified if possible to favour the product.

5. Learning and persuasion: learning is a relatively permanent

change in behaviour that occurs as a result of reinforced

experiences. It produces consumer habits and skills. It also

contributes to the developments of interests, attitudes,

beliefs, preferences, standards, emotions, conduct all of which

affect our perceptual screens and consumer eventual purchase

decision.

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6. Motivation: this is the last key concept under the personal

process. It refers to underlying forces that contribute to

consumers purchasing actions. These motives stem from the

conscious or unconscious goal of satisfying consumers’ needs and

wants. These needs are basic often instinctive human forces that

motivate consumers to do something. Consumers are usually

motivated by the benefit of satisfying some combination of

needs.

Interpersonal influences

This serves as a guideline for consumer behaviour. They are

1. Family influences: this influence is usually strong and long

lasting because it affects our socialization as consumers.

2. Social influences: when consumers affiliate with a particular

societal division, reference group, opinion leaders the value of

certain group affects their view in life, their perceptual

screens and eventually the product they buy.

3. Cultural and subcultural influences: this is the last element

under this process. Culture is the whole sets of meanings,

beliefs, attitude and ways of doing things that are shared by

some homogenous social groups. This has adverse effects on

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consumers’ mental files, screen and subsequent purchase

decisions.

Awareness of these interpersonal influences helps marketers create

strategies on which much advertising is based. The various

subcultures should be understood because differences may affect

responses to products as well as advertising messages.

Non-personal influences

The most important non-personal influences that can affect a

consumers final purchase decision are:

1. Time: timing is everything.

2. Place: this is easy accessibility of the product, that is, once

a ustomer decides to purchase a certain product, they will

hesitate if they do not know where to buy it. Thus, marketers

should carefully weigh consumers demand when planning

distribution strategy and they should devote more adverts to

communicating the convenience of location.

3. Environment: these are the ecological, social, political,

technical and economic environ that affect purchase decision and

no matter how good the advert is or how low the price is purchase

will be affected.

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Consumer decision processes are the decision making processes

undertaken by consumers with regards to a potential market

transaction before, during and after the purchase of a product.

Decision making is the cognitive process of selecting a course of

action from among multiple alternatives. Phillip and Armstrong

(1991:147) gave the following as the stages of buying decision

process:

Problem recognition: here, the buyer recognizes a problem or

need. This can be triggered by internal stimuli or external stimuli.

For example, a person (consumer) passes a bakery, the sight or smell

of the freshly baked cake would stimulate the persons hunger. So also

if a person admires a friend product. This can lead to a person

recognizing a need. At this stage the marketer needs to determine the

factors and situations that usually triggers consumers’ purchase

recognition.

Information search: if a consumers’ drive is strong and a

satisfying product is near at hand, the consumer is likely to buy it

then. If not, the consumer may simply store the need in memory or

undertake information. How much searching a consumer does will depend

upon the strength of his or her drive, the amount of information the

consumer starts with the ease of obtaining more information, the

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value the consumer places on additional information and the

satisfaction the consumer gets from searching. For example if a

parent becomes more receptive to information about pasta, the parent

would pay more attention to adverts, the various types of pasta eaten

by friends and pasta conversation. The parent may go into active

information search in which they look for reading materials, family,

friends, etc. and gathers information the other way.

The amount of consumer search activity increases as the consumer

moves from decisions that involve limited problem solving to those

that involve extensive problem solving. The marketer must know about

the sources that influences parents on buying decision. Consumer

information sources include:

1. Personal sources: friends, family, neighbours, acquaintances.

2. Commercial sources: advertising, sales person, dealers,

packaging, display.

3. Public sources: mass media, consumer rating organizations.

4. Experimental sources: handling, examining, uses the product.

As more information is obtained, the consumer’s awareness of

available brands increases. This helps a consumer learn about

available brands and drop certain brands. The manufacturer should

carefully identify consumers, sources of information and the

33

importance of each source and a good marketing mix to make customers

aware and knowledgeable of its brand should be done and also the

company should learn about the other brands consumer considers so

that it can plan its own outstanding appeal.

Evaluation alternatives: the marketer needs to know how consumer

chooses from alternative brands, that is, how the consumer

processes information to derive at brand choices.

First, the consumer is looking for certain benefits that can be

acquired by buying a product. It could be price, quality, size, etc.

Secondly, the consumer would attach degrees of importance to these

attributes. The attribute can be salience or important. Salience

attributes are those that come to a customer mind when he is asked to

think of a product characteristic. This comes to mind either when he

has had a problem with the product or had just seen an advert. The

consumer may have forgotten other attributes but recognize the

importance once mentioned due to the awareness and benefit gotten

from the product. Marketers should be more concerned about important

attributes than salience attributes.

Thirdly, the consumer is likely to develop a set of brand and belief

about each brands ranking for each attribute. Brand belief is known

34

as brand image, that is, the set of belief held about a particular

brand.

Lastly, the consumer arrives at attributes towards different brands

through some evaluation procedure.

Purchase decision: at the point of making a purchase decision,

consumers select, consider and compare alternative brands based on

the standard they use to judge the features and benefits of

alternative brands.

Post purchase decision: feedback after purchasing the product may

update the consumers mental file affect perceptions of brand

similar purchase decision in the future. The key feature of the

post purchase evaluation is cognitive dissonance which holds that

people arrive to justify their behaviour by reducing

inconsistencies between their perception or belief and reality.

Consumers are more likely to read adverts for brands they have

already purchased than for new products.

2.10 EMPERICAL STUDIES

Mass communication tools available to marketers are advertising,

sales promotion and public relations. Today, we have various

35

definition of advertising, some might define it as a communication

process, a public relations process, an economic process, a

marketing process or information and persuasion process. (Arens,

1996)

Dunn et al (1978) viewed advertising from its functional

perspective. It is been defined as a paid, non-personal

communication through various media by business firms non-profit

organizations and individuals who are in some way identified in the

advertising message and who hope to inform or persuade members of a

particular audience. Technology advancement had not given us new

products and services, but they had changed the meaning of many

words. With increase in mass media advertising effectiveness, there

is decrease in the use of traditional mass media and increase in the

use of new and less cultured media.

The current age of digital media has given consumers control of

what they want and when they want i.e. they can opt in and out of

marketing messages and advertising. As a promotional strategy,

advertising provides a major tool in creating product awareness and

condition the mind of a potential customer to take a final purchase

decision. As advertiser’s primary mission is to reach potential

36

customers and influence their awareness, attitudes and buying

behaviour (Ayanwale et al., 2005).

Fowowe (2010) studied “the influence of television commercial on

consumer choice: A study of MTN television commercial”. In her

findings, it was discovered that television commercial influences

consumer choice. The aim of the study was to find out if television

commercials have a fundamental and valuable role to play in consumer

choice. The variables used were: television, television commercial,

and consumer, influence, choice, exposure and brand recall. It was

discovered that television commercials aid easy identification of

the product in the market by the consumer. In addition television

commercials help to persuade consumers of a particular product to

purchase and to keep the product in the mind of the consumer.

Ayanwale (2009) studied “The influence of Testimonial advertising

on consumer choice: A case study of chivita fruit juice” he

investigated the influence of testimonial advertising via celebrity

endorsement on product marketing or consumer choice. The aim of the

study was to examine consumers’ attitude towards celebrity endorsed

brand with a focus on chivita fruit juice. The variables used are:

advertising, celebrity, consumer, influence, endorser or celebrity

endorsement, marketing, marketing communication product,

37

testimonials, fruit juice. It was discovered in the study that

celebrity endorsement is not effective when it comes to the actual

efficiency of the core products. That is why there is need to create

positive attitudes towards brands, purchase intention and actual

sales as celebrity campaign may not be able to deliver any extreme

result since consumers now understand the mystery behind different

advertising concepts and celebrity campaigns among many other

factors that can influence or motivate consumers’ choice for a

product, service or brand.

Schiffman and Kanuk (1991) are of the opinion that advertising is

used to establish a basic awareness of the product or service in the

mind of potential customer and to build up knowledge about it.

Calvert (2008) is of the opinion that children have both their own

disposable income and influence over what their parents buy, and

marketers attempt to determine how those dollars are spent.

Ademola (2009) studied the effect of customers’ mood on

advertising effectiveness. The study is essentially an experimental

study where a subject design was employed. The result revealed that

subjects in the induced positive mood group have a more positive

attitude and greater intention to try advertised products when

compared with subjects in the induced negative mood group. This

38

suggests that advertisers should present adverts in a context that

elicits happiness.

Adverts tends to be highly informative and present the customer

with a number of important product attributes or features that will

lead to favourable attitudes and can be used as the basis for a

rational brand preference people get information from the

advertisements, through the attractiveness it holds, the attention

it creates and the awareness it gives(Arens. 1996).

The concern of the advertiser is whether the advert conveys the

intended meaning. The receiver is viewed as very active, involved

participant in the communication process whose ability and

motivation to attend, comprehend and evaluate messages are high. If

the consumer or the audience gets the message and understands it as

the advertiser has it in mind, it is a great success for the

advertiser. That understanding leads the person to prefer and

purchase the brand (Clow and Black, 2002).

George (2012) studied “Influence of television advertisements on

consumer brand preference: A case study of Indomie noodles “Mama Do

Good”.” In her findings it was discovered that television

advertisements helps to persuade consumers on a particular product,

to purchase the product and to keep the product in the minds of the

39

consumers not forgetting the fact that it gives a product a class in

the eye of the consumer and also in the competitive market.

2. 11 THEORETICAL REVIEW

The following are the theories that would be used in explaining

the topic. The theories are: the hierarchy of effects theory,

cognitive and uses and gratification theory.

2.11.1 THE HIERARCHY OF EFFECTS THEORY

The Hierarchy of Effects Model was created in 1961 by Robert J

Lavidge and Gary A Steiner. The theory states that consumers who

purchase a product, move through a sequential hierarchy from

awareness, through knowledge, liking preference, conviction and

ultimately to purchase. This marketing communication theory,

suggests that there are six steps from viewing a product

advertisement (advert) to product purchase. The job of the

advertiser is to encourage the customer to go through the six steps

and purchase the product. The six steps are as follows:

1. Awareness

The customer becomes aware of the product through

advertising.

40

2. Knowledge

The customer begins to gain knowledge about the product for

example through the internet, retail advisors and product

packaging.

3. Liking

This step is about ensuring that the customer likes your

product.

4. Preference

At this stage advertisers will want the consumer to

disconnect from rival products and focus on their particular

product. Advertisers will want to highlight their brand's

benefits and unique selling points so that the consumer can

differentiate it from competitor brands.

5. Conviction

This stage is about creating the customer's desire to

purchase the product. Advertisers may encourage conviction by

allowing consumers to test or sample the product. This

reassures consumers that the purchase will be a safe one.

6. Purchase

Here, the advertiser wants the customer to purchase their

product.

41

They further split the six steps into three stages of consumer

behaviour: cognitive, affective and conative.

Cognitive (thinking) so that the consumer becomes product aware

and gathers product knowledge

Affective (feeling) so that the consumer likes the product brand

and has conviction in it

Conative (behaviour) so that the consumer buys the product brand

Nevertheless, cognition is typically defined as 'mental activity'

as reflected in knowledge, beliefs or thoughts that someone has

about some aspect of their world. Measures of cognition will be

distinguished by their non-valence nature. For example, advertisers

have relied on measures of memory, such as various recall,

recognition and key comprehension scores, to operationalize

cognition.

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 behaviours, like buying the advertised product (Mendelson

and Bolls,2002). As the market is surplus with several products or

services, so many companies make similar functional claim; so, it

42

has become extremely difficult for companies to differentiate their

products or services based on functional attributes alone.

Competitors could copy the differentiations based on functional

attributes shown in advertisement since they are never long

lasting. Therefore, the marketers give the concept of brand image,

for example by creating the character of the caring mother; the

marketer injects emotion into the consumer’s learning and process

of advertisements. Thus, creating advertisements which carry

emotional bond with consumer.

Abideen and Latif, 2011 as cited by Zain-Ul-Abideen and Salman

Saleem explains 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

43

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

2.11.2CRITICSM OF THE HIERARCHY OF EFFECTS THEORY

The major criticism centres on whether or not behavioural response is

always linear, that is, do people’s behaviour always move from

awareness through the stages to taking action. Critics have also

stated that sometimes consumers first make a purchase and then later

develop knowledge, liking, preference and conviction. Also, sometimes

consumer makes impulse buying and may not even remember the name of

the brand.

The theory explains how an advertisement triggers consumers in

purchasing products. It points to the fact that consumers have to

move from the awareness stage (where consumers get to see the pasta

advert) to the knowledge stage (understanding the various benefits

gotten from the consummation of pasta), liking stage (at this stage

customers begin to like pasta), preference stage ( consumers

44

disconnect from competitive brand and focus on a brand of pasta),

conviction stage (the consumers desire is aroused after having

sampled the product) the final stage is where the consumer goes ahead

to buy the pasta product because of the trust it has in such product.

2.11.3 COGNITIVE RESPONSE THEORY

The theory was propounded by Sandra Ball-Rokeach in 1968. It

postulates that people tend to judge the value of a persuasive

message according to how these messages blend into their personal

cognitive pattern or system of understanding. This means they derive

value from or accept messages that remind them of something they

already know.

A message that blends into a receiver’s level of understanding

ensures a balance in his internal state, while a message that does

not blend causes internal inconsistency.

There are four characteristics of the cognitive response theory that

makes it different

It uses production tasks, it is multidimensional, it is a

qualitative theory and it is a memory-based theory. Production

tasks refer to the fact that the subject who is being exposed to

45

the text has an opportunity to express thoughts as he

experiences them

This theory is qualitative. The qualitative approach accounts

for qualitative differences among thoughts. As a memory-based

theory, "it tells us what thoughts people generate when they are

confronted with unexpected circumstances and are asked to make

decisions toward attitude objects"

This theory addresses the problem with many other communication

theories in that it acknowledges that the receiver of

information from a text is active and not passive.

2.11.4LIMITATIONS

As with other communication theories, the cognitive response theory

has its problems. One of the fundamental problems of this theory is

that it heavily relies on other theories. One theory cannot

effectively explain a person's change of attitude. There is an

overall feeling that the theory only attempts to understand how a

change in attitude is acquired, but that goal never really seems to

be achieved. It seems impossible to comprehend exactly how an

attitude changes and then unrealistic to apply that theory to all

attitude changes. Also, this theory relies on the fact that changes

in attitude are always a result of conscious, active thought

46

processes. Sometimes people are persuaded without much thought and

the cognitive response theory has a difficult time explaining such

changes. Parts of the theory are based on the assumption that there

is either a good or bad response to a text and ignore the fact that

sometimes attitude is not simply one or the other and may include a

number of reactions on a spectrum of good and bad

The cognitive response theory can be easily applied to marketing and

advertising because the influence the advertising message has on the

consumers is based on the producers’ ability to remind consumers of

the product (pasta) they already have the information about so that

they (consumers) can change their attitude towards the message or

source of the message. For example, a person that watched a

television advert on a pasta product more than four times a week will

be comfortable enough to include the product into her shopping list.

Due to familiarity the person has cognitive balance towards the

message of the advertisement. (Anaeto et al, 2008)

2.11.5USES AND GRATIFICATION

This theory was propounded by Elihu Katz, Jay Blumler and Michael

Gurevitch in 1974. It is concerned with what people do with the mass

media, instead of what the mass media do to the people. The

assumption is that the people influence the effect that the mass

47

media have on them. The people are not just passive receivers of the

message but active influences of the message effect. This is because

they selectively choose, attend to, perceive and retain the media

messages on the basis of their needs, belief, etc.

The uses and gratifications theory has to fulfil one the following

when we choose a form of media:

Identify- the audience should be able to recognise the product

or person in front of them, role models that reflect similar

values, aspiration to be someone else.

Educate - being able to acquire information, knowledge and

understanding

Entertain – What you are consuming should give the audience

enjoyment and also some form of ‘escapism’ enabling them to

forget our worries temporarily.

Social Interaction – the ability for media products to produce a

topic of conversation between other people.

2.11.6 CRITICISMS OF USES AND GRATIFICATION THEORY

Many people have criticized this theory as they believe the public

has no control over the media and what it produces. It can also be

said to be too kind to the media, as they are being 'let off the

48

hook' and do not need to take responsibility for what they produce.

The theory takes out the possibility that the media can have an

unconscious influence over our lives and how we view the world. The

idea that we simply use the media to satisfy a given need does not

seem to fully recognize the power of the media in today’s society.

(I.e. daytime TV is aimed for housewives) ‘Media consumers have a

free will to decide how they will use the media and how it will

affect them.’ This may be argued as media can be manipulative such as

the news in its use of hegemony. (Cruickshank, 1999)

According to Wikipedia the Uses and Gratifications theory has been

denounced by media hegemony advocates who say it goes too far in

claiming that people are free to choose the media and the

interpretations they desire. Audiences interpret the media in their

own terms and any debate for or against this can be argued, and

depending on the circumstances, won by either side. Each individual’s

actions and effects on those actions will depend solely on the

situation. The Uses and Gratifications theory does not properly

account for these natural occurrences but does hold a valid argument

that each individual has unique uses to which the media attempts to

meet their gratifications.

From the above theory we can deduce that

49

Viewers attempt to achieve their goals through the media source.

This means that the advertising message should explain about the

unique features, usage and the benefits of the product (pasta)

appropriately in a way that consumers would be convinced about

product satisfaction.

Viewers determine what they would absorb and they do not allow

the media to influence them otherwise. i.e. individuals

selectively choose, attend to , perceive and retain the media

messages on the basis of their needs, believe, etc. this

explains that before an advert can influence the consumers it

must deliver messages that should attract, entertain the

audience by holding their attention and lastly the advert

should create discussions that would influence consumer

attitude amongst other members of the society.

50

REFERENCE

BOOK SOURCES

Arens,W. , Weigold, F and Arens, C. (2009). Contemporary advertising (11th ed.). New York: Irwin McGraw Hill, Inc.

Baker, M. (1991). Marketing: An introductory text (5th ed.). London: Macmillan Education limited.

Clow, K.E and Back, R. (2002). Integrated advertising and marketing (2nd ed.). India: Prentice-Hall.

Dominick, J. (1990). The dynamics of mass communication. NewYork: Mc Graw-Hill.

Dunn, S.W and Barban .A. (1987). Advertising its role in modern marketing advertising, its role in modern marketing. USA: Dryden Press.

Phillip Kottler and Gray Armstrong. (1991). principles of marketing. New Jersey: Eagle wood cliffs.

Pide, W.M and Ferell, O.C. (1985). Marketing concepts and strategies (9th ed.). Boston: Doughton Press Inc.

Proctor, R and Stone, M.A. (1982). Marketiing research. Great Britain: Macdonal and Evans ltd.

Solomon Anaeto et al. (2008). Models and theories of communication. Maryland, America: African

Solomon. M, Bamos. G and Askegaard. S. (2011). Consumer behviour: A european perspective. Harlow, England: Financial times.Reinaisance Boks Incorporated.

Thomas O'Guinn, Chris Allen and Richard Semenik. (1998). Advertising. Cincinnati Ohio: Southwestern college publishing.

William Wells, John Burnett and Sandra Morlarly. (1992). Advertising principles and practice. NewJersey: Prentice Hall.

51

Journal sourcesAdemola, B. (2009). Effects of customers on advertising

effectieness. Europe Journal of psychology, 8, 118-127.

Ayanwale, Adeola, Alimi, mathew. (2005). The influence of advertising on consumer brand preference. American Journal of marketing.

Ayanwale, Alimi and Ayanbimipe. (2005). The influence of advertising on consumer brand preference. Journal of social science, 10(1), 9-16.

Saleem, Zan-ul-Abideen and Salman. (2007). Effective advertising andits influence on consumer buying behaviour. European Journal of business and management, Volume III, 55-65.

Sandra Calvert. (2008). Children as Consumers: Advertising and Marketing. Volume 18, No 1

Internet SourcesBrown, A. (1996, December 9). Chapter 6 class note. Retrieved November

27, 2012 at 8:30am, from BUAD: Introduction to marketing, Spring: http://www.udel.edu

Learn marketing. (2000). Hierarchy of effects model. Retrieved November 27,2012 at 11:45am, from Legal marketing: http://www.legalmarketing.com

Legal guide. (2011, July 13). who is a consumer? what is the consumer protection act? Retrieved November 27, 2012 at 12:20pm, from Legalguide: http://www.legalguide.in

Mendelson, A. L., & Bolls, P. D. (2002). Emotional effects of advertising on young adults of lower socioeconomic status. Retrieved November 28, 2012 at 11:15am, from

http://www.allacademic.com

Wikipedia. (2011). Uses and Gratification. Retrieved November 27, 2012 at1:30pm, from Wikipedia Encyclopedia: http://en.wikipedia.org

52

wiseGEEK. (2003). what is institutional advertising. Retrieved February 11, 2012 at 2:04pm, from wiseGEEK articles: http://m.wisegeek.com

Unpublished workAyanwale. (2009). The influence of testimonial advertising on consumer choice: A case study of Chivita Fruit Juice. A research submitted to the Departmentof Mass Communication Redeemer’s University.

Fowowe, O. (2010).Influence of television commercial on consumer choice: A study of MTN television commercial. A research submitted to the Department ofMass Communication Redeemer’s University.

George, V. (2012). Influence of television advertisements on consumer brand preference: A case study of Indomie Noodles “mama do good”. A research submitted to the Department of Mass Communication Redeemer’s University.

CHAPTER THREE

METHODOLOGY

3.1 RESEARCH DESIGN

According to Asika (1991) Research design is the structuring

of investigation aimed at identifying variables and their

relationships to one another.

53

Ojo (2003) explains that a research design addresses the plan,

structure and layout of a given research. It is the

preliminary aspect of the research process. The strategy would

involve the map of the research.

In relation to this research, the researcher used a research

design as a guide for the purpose of obtaining data to enable

the researcher answer the research questions through the use

of survey research method supported by questionnaires.

Survey research according to Osuala (2005) is the research

that studies both large and small populations by selecting and

studying samples chosen from the populations to discover the

relative incidence, distribution, and interrelations of

sociological and psychological variables. According to Babbie

(1986), the aim of survey is to obtain insight into the

relationship between variables rather than get an accurate

picture of current practices or a simple consensus as to best

practices. It is based on interviewing of respondents (people)

and asking them for information. It is done with

representative samples of a population being studied and it is

assumed that information gathered is valid for the general

population. (Berger, 2000)

54

This research method is used because the study focuses on a

sample population drawn from parents whose children attend

Redeemer’s High School and Christ The Redeemer’s Nursery and

Primary School located at Redemption Camp, Mowe, Ogun, State.

The use of survey research as a method and questionnaires as

an instrument in this study will help the researcher determine

the incidence, distribution and interrelations among

sociological and psychological variables (peoples belief,

attitude, motivations, behaviour, etc.).

3.2 POPULATION OF STUDY

The population of study consists of parents whose children

attend Redeemer’s High School and Christ The Redeemer’s

Nursery and Primary School located on camp. The sample of this

study was drawn from a total 1,604 students.

3.3 SAMPLING DESIGN

Sampling is done to increase the speed in collecting and

summarizing the samples in order to reduce the cost or

55

attitude of work that would be needed to survey the entire

target population. Questionnaires were distributed in order to

get a good representation of the population.

However, the researcher used two sampling methods, they are:

stratified and purposive sampling methods. Stratified method

because according to Osuala (2005), it involves dividing the

population into separate strata on a characteristics assumed

to be closely associated with the variable under study. Also

Tejumaiye(2003) explains that it is used when the researcher

is interested in a particular characteristics, segment or

stratum of the population.

The characteristics or variable of interests might be sex,

education, age, etc. therefore in relation to this study, the

researcher chose the parents that dwell in Redemption camp

Stratified sampling reduces error because it ensures that the

sample is drawn from a homogenous subset of the population.

Purposive sampling is also used in this research. According to

Ogunbameru (2004), the researcher uses his own judgement about

which respondents to choose and picks only those who best meet

the purpose of the study. Tejumaiye (2003), further explains

56

that purposive sample is deliberately chosen and it attempts

to represent a specific portion of the population.

Thus, the researcher purposively selected the population from

the total number of students in the two schools (Redeemer’s

High School and Christ The Redeemer’s Nursery and Primary

School) located on camp to get a good representation of the

respondents meeded to answer the required research questions.

3.4 SAMPLE SIZE

Redeemer’s High School has a total of 817 students and Christ

The Redeemer’s Nursery and Primary School has 787 students

giving a total of 1,604 students. 10% of 1,604 was the sample

size. It resulted in 160 respondents,

3.5 DATA COLLECTION INSTRUMENT

The instrument for the collection of data for this study was

the questionnaire. Most of the questions in the questionnaire

are structured in order to link the responses of the

respondents to the research questions of the study. It

contained both open and close-ended questions.

57

3.6 METHODS OF DATA ANALYSIS

The data collected from the respondents was presented and

analysed using tables and charts.

58

REFERENCES

Asika, N. (1991). Research methodology in the behavioural sciences. Ikeja:

Longman.

Babbie, E.A. (1986). The practice of social research. California: Wadsworth

Publishing & co.

Berger, A.A. (2000). Media and communication research method: An introduction

to qualitative and quantitative approaches. London: Sage Publications.

Christ the Redeemer’s Nursery and Primary school, Redemption camp,

Mowe, Ogun, State.

Ogunbameru, O.A. (2004). Research methods in social science (2nd ed).

Norway: D-Bet communication E-book Press.

Ojo, O. (2003). Fundamentals of research method (reprinted in 2005).

Lagos: Standard Publications.

Osuala, E.C. (2005). Introduction to research methodology (3rd ed). (Reprinted

in 2007). Onitsha: African-first publishers limited.

59

Redeemer’s High School, Redemption camp, Mowe, Ogun, State

Tejumaiye, A. (2003). Mass communication research: An introduction.

Ibadan: Sceptre Prints limited.

DATA ANALYSIS AND DISCUSSION

4.0 INTRODUCTION

This chapter focuses on the analysis and interpretation of

data obtained on the influence of pasta advertising on buying

pattern of parents: a comparative study of Indomie and Mimi,

the interpretations of the response were used to answer the

research questions stated in the study.

A total of 166 questionnaires were administered to parents who

reside on camp, 140 questionnaires were completed and returned

while 26 were not returned.84.34% of the questionnaires

60

administered were returned. The data was analyzed using the

Statistical Package for Social Sciences (SPSS).

The findings in this study were presented in 2 sections. The

first section deals with the analysis of the respondents’ bio

data i.e. their demographic attributes. The second section

attempts to answer the research questions.

4.1 ANALYSIS OF RESPONDENTS BASED ON THEIR BIO DATA

61

In order to find out the bio-data of the respondent,

respondents were requested to indicate some of their

biographical characteristics. The analysis is given below:

TABLE1: AGE OF THE RESPONDENT

Frequenc

y

Percent Valid

Percent

Cumulative

Percent

Valid

21-30

years55 39.3 39.3 39.3

31-40

years51 36.4 36.4 75.7

41-50

years34 24.3 24.3 100.0

Total 140 100.0 100.0

Table1 above shows that 55 (39.3%) of the respondents were

within the age group of 21-30, while those within the age

group of 31-40 were 51(36.4%) and respondents who were within

the age group of 41-50 were 34 (24.3%). From the table it can

be deduced that majority of those that responded to the

questionnaires are within the age bracket of 21-30 years.

This shows that younger parents (21-30 years) purchase pasta

product for their family.

62

FIG 1: Age Distribution of Respondents

21-30 31-40 41-500

10

20

30

40

50

60 5551

34

Fig1: Age of respondent

Fig 1 above shows that parent within the ages of 21 and 30 purchase

pasta products for their family.

Tale 2: SEX OF RESPONDENTS

Frequency Percent ValidPercent

CumulativePercent

63

ValidMALE 49 35.0 35.0 35.0FEMALE 91 65.0 65.0 100.0Total 140 100.0 100.0

The above table reveals that 49 (35%) of the respondents of

the 140 respondents were male while the remaining 91 (65%)

were female. It shows that women are more than the men that

participated in this study and it also implies that more women

purchase pasta products than their male counterparts.

TABLE 3: OCCUPATION OF RESPONDENTS


CumulativePercent

Valid

WHITE COLLAR JOB 51 36.4 36.4 36.4BLUE COLLAR JOB 22 15.7 15.7 52.1OTHERS 67 47.9 47.9 100.0Total 140 100.0 100.0

TABLE3 shows that 51(36.4%) respondents had white collar job,

22 (15.7%) of the respondents had blue collar job and 67

(47.9%) were business men, fashion designers, traders,

clergy’s, caterers, engineering and bakers. Thus, parents who

work as engineers, caterers and so on purchase more of pasta

products than parents with white or blue collar jobs.

64

White collar job blue collar job others0

10

20

30

40

50

60

70

80

51

22

67

Fig 3: Occupation of Respondent

From Fig3, parents (67) who are engineers, business men,

caterer’s, fashion designers, clergy, and bankers buy more of

pasta products than parents with white (51) or blue (22)

collar jobs.

TABLE 4:NUMBER OF CHILDREN


CumulativePercent

Valid

1-2 62 44.3 44.3 44.32-4 55 39.3 39.3 83.64-6 18 12.9 12.9 96.56-8 5 3.5 3.5 100

Total 140 100 100

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The above table shows that 62 of the respondents have 1-2

children, 55 have 2-4 children, 18 have 4-6 children and 5 of

the respondents have 6-8 children. This indicates that

4.2 ANALYSIS OF DATA BASED ON RESEARCH QUESTIONS

Having discussed the demographic characteristics of the

respondents, the research question earlier presented in the

66

introductory part of this study will be answered. The data will

first be presented then discussed in relation to the research

questions.

Research Question 1: What are the factors that influence the pasta

buying pattern of parents?

Question 15 and 25 in the questionnaire were aimed at answering the

above research question.

TABLE 1: Distribution showing the factors that influence the purchase

of either of the two brands of noodles.


CumulativePercent

Valid

PRICE 23 16.4 16.4 16.4AVAILABILITY

28 20.0 20.0 36.4

CHILDREN 57 40.7 40.7 77.1FAMILY 21 15.0 15.0 92.1FRIENDS 3 2.1 2.1 94.3OTHERS 8 5.7 5.7 100.0Total 140 100.0 100.0

Based on the above data, it can be said that out of 140

respondents, 23 (16.4%) of the respondents purchase the products

based on the price, 28 (20.0%) of the respondents make their

purchases based on the availability of the product in the market,

67

57(40.7%) of the respondents purchase either of the two brands

based on the choice of their children, 21(15.0%) of the

respondents purchase either of the two brands based on their

family’s choice, 3(2.1%) make their purchases based on

information given to them by friends and 8(5.7%) of the

respondents purchase either of the two brands based on the other

reasons such as texture of the noodles, taste, ease of

preparation and brand name. Therefore, children familiarity with

TV advert of a product determines their preference to that

product which in turn becomes a dependent factor when parents are

making purchases.

Table2: Response to the question: which noodles brand do you see

frequently?


CumulativePercent

ValidINDOMIE 100 71.4 71.4 71.4MIMI 40 28.6 28.6 100.0Total 140 100.0 100.0

Based on the above data, it can be said that out of 140

respondents, 100 (71.4%) see Indomie noodles advertisements

frequently and 40 (28.6%) see Mimi noodles advertisement

68

frequently. The information therefore implies that more (71.4%)

of the respondents see more of Indomie noodles advertisement than

Mimi advertisements. Thus, the more exposed parents are to pasta

adverts the higher the tendency for them to buy the product.

RESEARCH QUESTION 2: Does television advertisement influence

consumers buying pattern?

In answering this research question, questions 2, 17, 21and 24,

were asked

TABLE 3: Response to the question: Do you watch television

advertisements?


CumulativePercent

ValidYES 125 89.3 89.3 89.3NO 15 10.7 10.7 100.0Total 140 100.0 100.0

69

Table3 shows that 125(89.3%) of the respondents agree that

they watch television advertisements and 15 (10.7%) of the

respondents do not watch television advertisements. We can

therefore conclude that majority of the respondents watch

television advertisements and getting exposed to TV advert

messages will go a long way in shaping their perception of the

pasta products.

TABLE 4: Response to the question: Which of the noodles advert

do you enjoy watching?


CumulativePercent

Valid

INDOMIE 76 54.3 54.3 54.3MIMI 16 11.4 11.4 65.7BOTH 39 27.9 27.9 93.6NONE 9 6.4 6.4 100.0Total 140 100.0 100.0

The above table shows that 76 (54.3%) of the respondents enjoy

watching Indomie advertisement, 16 (11.4%) enjoy watching Mimi

advertisement, 39 (27.9%) enjoy both Indomie and Mimi noodles

advertisement and 9 (6.4%) of the respondents enjoy none of

the advertisements. The fact that 93.6% of the respondents

70

enjoy watching Indomie and Mimi advertisement will translate

to greater patronage of the products.

Fig1: Graphical representation of response to the question

“Which of the noodles advert do you enjoy watching?”

Indomie Mimi Both None0

10

20

30

40

50

60

70

80

76

16

39

9

Fig1 above shows that out of the 140 respondents, 76 enjoy

watching Indomie noodles adverts, 16 enjoy Mimi noodles

adverts, 39 enjoy watching both Indomie and Mimi noodles

adverts and 39 enjoy neither Indomie nor Mimi noodles advert.

It is clear that majority of the respondents enjoy watching

Indomie noodles adverts, thus Indomie will enjoy greater

patronage than Mimi noodles.

71

Table 5: Response to the question: In your own opinion would

you say that your exposure to television advertisements

influenced your purchase decision of preferred product?


CumulativePercent


The table shows that 93(66.4%) of the respondents are

influenced by television advertisements and 47 (33.6%) are not

influenced by television advertisements. Therefore we can

deduce that, television advertisements influence more 93 of

the respondent. Since the greater percentage of the

respondents is influenced by television advertisements the

advertisement would certainly influence the consumer.

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Research Question 3: Are there relationships between advert

recall and buying pattern of pasta?

In answering this research question, questions 20 and 18.

Table 6: Response to the question: During purchase, does

advert recall influence the product you buy?


CumulativePercent


The table above shows that 100 (71.4%) of the respondents

claimed that advert recall influences the product they

purchase while 40(28.6%) claimed that advert recall does not

influence the product they buy.

This table supports the finding in table 5 where majority

(66.4%) says advertising influences the product they purchase.

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We can therefore say that purchase decision is a factor of

advertising influence.

TABLE 7: Response to the question: what do you like or enjoy

about the advertisements?


CumulativePercent

Valid

PERSONALITY 11 7.9 7.9 7.9SLOGAN 21 15.0 15.0 22.9MESSAGE 18 12.9 12.9 35.7MUSIC 90 64.3 64.3 100.0Total 140 100.0 100.0

Table 7 above shows that 11(7.9%) of the respondents like the

personality used in the advert, 21(15.0%) like the slogan of

the product, 18(12.9%) like the message that the advertisement

delivers and 90(64.3%) of the respondents love the music that

is used to relay the advertisement. It is clear that majority

of the respondents enjoy the music used in the advertisement.

This implies that music plays an important role in stimulating74

interest of people to the advert copy thus when a copy is been

played overtime there is tendency for the copy to register in

the minds of the audience which would come to play during

purchase of products.

Fig2: graphical representation for the response to the

question “what do you like or enjoy about the advertisement?”

75

Personality Slogan Message Music0

10

20

30

40

50

60

70

80

90

100

1121 18

90

Fig2 shows that 11 of the respondents enjoy the personality

used in the advertisement, 21 of the respondents like the

slogan used in the advertisement, 18 of the respondents like

the message of the advertisement and 90 of the respondents

like the music used in conveying the advertisement. Thus music

plays a significant role in keeping the brand name in the

minds of the audience which come to play during purchase of

pasta products.

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Research Question 4: Do parents purchase either of the products

based on the advertisements their children loves?

In answering this research question, questions 7 and 16 in the

questionnaire were asked. The findings are stated below.

Table 8: Response to the question: Are your children exposed

to noodles advertisements?


CumulativePercent


The above table deduces that 124(88.6%) of the respondents

claimed that their children are exposed to television

advertisements while 16 (11.4%) of the respondents claimed

that their children are not exposed to television

advertisement. This shows that there are greater exposure of

children to advertisements thus, they would have a great

influence on the type of pasta parents buy.

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Table 9: Response to the question: which of the noodles adverthave your children seen?


CumulativePercent

Valid

INDOMIE 60 42.9 42.9 42.9MIMI 10 7.1 7.1 50.0BOTH 59 42.1 42.1 92.1NONE 11 7.9 7.9 100.0Total 140 100.0 100.0

Table 9 shows that 60(42.9%) respondents claimed that their

children have seen Indomie adverts, 10 (7.1%) claimed that

their children have seen Mimi adverts, 59 (42.1%) claimed that

their children have seen both Indomie and Mimi adverts and 11

(7.9%) are of the opinion that their children have seen

neither Indomie nor Mimi noodles adverts. With this, one can

say that majority of the children are exposed to Indomie

advertisements.

Fig 3: Graphical representation showing the noodles adverts

children have seen?

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Fig3 shows that 60 respondents’ children have seen Indomie

adverts, 10 have seen Mimi adverts, 59 children have seen both

Indomie and Mimi adverts and 11 are of the opinion that their

children have seen neither Indomie nor Mimi noodles adverts.

This denotes that 92.9% of children have seen both Indomie and

Mimi advertisements.

Research Question 5: Are there other purchase reasons?

In answering this research question, questions 22 and 23 in the

questionnaire were asked. The findings are stated below.

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10

20

30

40

50

60

70

60

10

59

11

Table 10: Response to the question: Do you buy preferred

product for other reasons than the television advertisements.


CumulativePercent


From the above table, one can deduce that more 106 (75.7%) of

the respondents have other reasons other than advertisements

for buying preferred product while 34 (24.3%) of the

respondents have no other reason. Therefore, majority of the

people buy pasta products based on other reasons other than

advertising which according to the findings in table’s 1 and

11 is children’s preference and family’s choice.

Table 11: distribution showing the various reasons respondents

has for purchasing the product.


CumulativePercent

Valid

TASTE 39 27.9 27.9 27.9CONTENT 23 16.4 16.4 44.3FAMILY CHOICE 46 32.9 32.9 77.1AROMA 16 11.4 11.4 88.6OTHERS 16 11.4 11.4 100.0Total 140 100.0 100.0

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Table 11shows that 39 (27.9%) of the respondents purchase the

product because of the taste, 23(16.4%) purchase the product

because of the products content, 46 (32.9%) of the respondents

purchase the product based on choice if their family,

16(11.4%) make purchases based on the Aroma of the product and

16(11.4%) purchase the product based on other reasons such as:

ease of preparation, packaging, availability, etc. Therefore,

family choice and not advertising determine product purchase.

Fig4: Graphical representation of the response to the question

“Do you buy preferred product for other reasons than the

television advertisements?”

Taste Content Family Choice

Aroma Others0

5

10

15

20

25

30

35

40

45

50

39

23

46

16 16

81

Fig4 shows that 39 of the respondents purchase the product because

of the taste, 23purchase the product because of the products

content, 46 of the respondents purchase the product based on choice

of their family, 16make purchases based on the Aroma of the product

and 16purchase the product based on other reasons such as: ease of

preparation, packaging, availability, etc. The above information

therefore implies that, majority of the respondents make purchases

based on family choice

Research question 6: Do parents prefer Indomie to Mimi Noodles

or vice versa?

In answering this research question, questions 8, 14 and 19 in

the questionnaire were asked. The findings are stated below.

Table 12: distribution showing the brands of noodle consumed by respondents’ family

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CumulativePercent

Valid

INDOMIE 87 62.1 62.1 62.1MIMI 40 28.6 28.6 90.7OTHERS 13 9.3 9.3 100.0Total 140 100.0 100.0

From the above table 87(62.1%) of the respondents family

consume Indomie Noodles, 40(28.6%) consume Mimi Noodles and 13

(9.3%) of the respondents family consumes other noodles such

as O’noodles, Dangote, Chiki, Cherie. Thus, of all the

available noodles in the market Indomie noodles enjoy the

greatest patronage by families.

83

Fig5: graphical representation of the brand of noodles

consumed by respondents’ family

Indomie Mimi Others0

10

20

30

40

50

60

70

80

90

100

87

40

13

The above figure shows that 87of the respondents family

consume Indomie Noodles, 40 consume Mimi Noodles and 13 of the

respondents family consumes other noodles such as O’noodles,

Dangote, Chiki, Cherie. Thus, Indomie noodles enjoy the

greatest patronage by families.

Table 13: Response to the question: which of the noodles have you consumed?


CumulativePercent

Valid INDOMIE 74 52.9 52.9 52.9

84

MIMI 8 5.7 5.7 58.6BOTH 45 32.1 32.1 90.7NONE 13 9.3 9.3 100.0Total 140 100.0 100.0

Table 13 shows that 74 (52.9%) of the respondents have

consumed Indomie noodles, 8(5.7%) have consumed Mimi noodles,

45(32.1%) of the respondents have consumed both Indomie and

Mimi noodles and 13 (9.3%) have not consumed neither Indomie

nor Mimi noodles. Since majority of the respondents consume

Indomie noodles, we can therefore say that parents prefer

Indomie noodles to Mimi noodles.

Fig6: Response to the question: which of the noodles have you consumed?


10

20

30

40

50

60

70

80

74

8

45

13

85

Fig6 shows that 74 of the respondents have consumed Indomie

noodles, 8 of the respondents have consumed Mimi noodles, 45

have consumed both Indomie and Mimi noodles and 13 have

consumed neither Indomie nor Mimi noodles. Therefore it can be

said that parents prefer Indomie noodles to Mimi noodles.

Table 14 Response to the question: If you’re to purchase

Indomie or Mimi noodles, which would you go for and why?


CumulativePercent

Valid MIMI, CHILDREN PREFERENCE

8 5.7 5.7 5.7

INDOMIE, CHILDRENS PREFERENCE

14 10.0 10.0 15.7

INDOMIE, SIZE 2 1.4 1.4 17.1INDOMIE, TASTE 32 22.9 22.9 40.0INDOMIE, QUALITY 10 7.1 7.1 47.1INDOMIE, VARIETY OF FLAVOURS

3 2.1 2.1 49.3

INDOMIE, SATISFACTION 5 3.6 3.6 52.9INDOMIE, AVAILABILITY 2 1.4 1.4 54.3MIMI, FAMILY CHOICE 3 2.1 2.1 56.4INDOMIE, PRICE 1 .7 .7 57.1INDOMIE, EASE OF PREPARATION

7 5.0 5.0 62.1

INDOMIE, TESTED AND TRUSTED

9 6.4 6.4 68.6

MIMI, TASTE 1 .7 .7 69.3INDOMIE, MUSIC 5 3.6 3.6 72.9INDOMIE, AROMA 5 3.6 3.6 76.4INDOMIE, UNIQUE 7 5.0 5.0 81.4

86

INDOMIE, FAMILY CHOICE

5 3.6 3.6 85.0

MIMI, MUSIC 1 .7 .7 85.7MIMI, TASTE 20 14.3 14.3 100.0Total 140 100.0 100.0

The table above shows that, 8 of the respondents would go for

Mimi noodles because of their children, 14 would go for

Indomie because of their children, 2 would go for Indomie

because of the size, 32 would go for Indomie because of the

taste, 10 would go for Indomie because of the quality, 3

would go for Indomie because of the variety in flavours, 5

would go for Indomie because of the satisfaction they derive

from Indomie, 2 would go for Indomie because of availability,

3 would go for Mimi noodles because of their family choice,

1, would go for Indomie because of its price, 7 would go for

Indomie because of the ease of preparation, 9 would go for

Indomie because its tested and trusted, 1 would go for Mimi

because of its satisfaction , 5 would go for Indomie because

of the music used in the advertisement, 5 would go for Indomie

because of the Aroma, 7 would go for Indomie because its

unique, 5 would go for Indomie because of their family’s

choice, 1 would go for Mimi because of the music used in the

advertisement and 20 would go for Mimi because of the taste.

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This denotes that majority of the respondents prefer Indomie

noodles to Mimi noodles because of the taste.

CHAPTER 5

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

5.0 SUMMARY

The major objective of this study is to examine the influence

of pasta advertising on parents buying pattern by carrying out

a comparative study on Indomie and Mimi Noodles. This problem

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was delineated into six research questions which formed the

basis of the study.

Chapter one of the study gave an insight to the meaning of

advertising and also laid importance for the reasons behind

product advertisements. It also contained other necessary

parts like the statement of problem, research questions,

purpose of the study, significance of study as well as the

scope of the study.

The second chapter of this study contained the review of

various and relevant literatures. Empirical works in the area

of advertising and consumer behavior. This was anchored on

three theories which are the hierarchy of effects theory,

cognitive theory and uses and gratification theory.

To achieve the study’s objective, the survey research was used

to provide a standardized framework, since all the respondents

are amenable to the same research procedures. Survey method

was used and the data collection instrument used was

questionnaire. A purposive sample of 160 was taken from

Redeemer’s High school and Christ the Redeemer’s Nursery and

Primary school located on camp and 140 questionnaires were

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appropriately responded and completed. Therefore, the

respondent’s rate was analyzed using the Statistical Package

for Social Sciences (SPSS).

Chapter four gave the analysis of the various responses given

to the questionnaires. Tables and bar charts were used to

arrive at a sound analysis. Specifically the study sought to

answer the following questions:

What are the factors that influence the buying pattern of

parents?

Does television advertisement influence consumers buying

pattern?

Are there relationships between advert recall and buying

pattern of pasta?

Do parents purchase either of the products based on the

advertisements their children loves?

Are there other purchase reasons?

Do parents prefer Indomie to Mimi Noodles or vice versa?

SUMMARY OF FINDINGS

The study found that parents (39.3%) who purchase noodles are

between the ages of 21-30 years. Also, the study revealed that

90

71.4% of the respondents see more of Indomie adverts, 66.4%

reveal that television advertisements influence purchase

decisions.

The study further revealed that apart from television

advertisements there are other factors(like content, taste,

family choice) that influence choice of brand but the major

factor that influences the choice of Indomie and Mimi Noodles

are children as noted in table 2. Also, 71.4% of the

respondents ascertained that advert recall influences the

product been purchased and 37.9% of the respondents consume

Indomie Noodles because of the taste.

Overall, the people would purchase more of Indomie than Mimi

Noodles because of the taste and they enjoy the music used in

relaying the advertisements.

5.1 CONCLUSION

The findings of this study have shown that advertising has an

effect on product promotion and consumer choice of a product.

Also, it has shown that children that are exposed to91

advertisements have the tendency to influence the choice of

brands consumed by the family as we can see in tables 11 and

12.

This finding supports the fact that advertising is a component

of marketing mix and these compliments each other to promote a

product.

5.2 RECOMMENDATIONS

Communication is the heart of advertising and to have a good

communication process the message developed and disseminated

should be well received without any interventions. This means

that there should be a close relationship between the consumer

and the advertiser (i.e. the language of the advertiser to the

language of the consumer should be the same).

Since advertisers seek to influence consumers’ attitude

towards the purchase of goods, they must arouse ways of

satisfying these needs that are appropriate to the receivers

situation when moved to take the desired response.

The factors that are capable of affecting the buying pattern

of consumers should not be left out while designing an advert92

campaign since it has been found out that other factors

influence choice of goods.

Advertisers should use elements that are in consonance with

the target audience like music, celebrities, etc in order to

create advert recall in the minds of the consumer during

purchase.

Finally, advertising is a one way communication and thus

opportunity to ask questions on the part of the receiver does

not arise and the only way to solve that problem is to conduct

bigger researches in order to update knowledge and keep track

of changes.

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INFLUENCE OF PASTA ADVERTISING ON PARENTS’ BUYING DECISION A COMPARATIVE STUDY OF INDOMIE AND MIMI...

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