The Effect of Television Advertising on Chi-exotic Product Patronage: A Study of Samaru Community, Zaria.

ABSTRACT

This research work titled The Effect Of Television Adverting On Chi Exotic Product Patronage: A Study of  Samaru Community, Zaria, was conducted in Kaduna state Nigeria. The research work specifically aimed at investigating if television advertising employed by chi exotic juice had influenced people to buy the product. It asked the following research questions; Are residents of Samaru community aware of chi exotic t.v ads? How exposed are the residents of Samaru community to chi exotic t.v ads? Do residents of Samaru community understand the advert message? How convincing is the advertising message to the residents of samaru community? And to what extent is the influence of the t.v ads on residents of Samaru community? Findings revealed that television adverts have the power to influence people to buy product by convincing them for the product. Findings showed that for this influence to be significant, certain factors like price and quality of the product, frequent accessible of the advertising message to target audience, and most importantly ease in comprehension of advertising message by target audience  must be in place.  Findings further revealed that as a result of rare exposure to chi exotic t.v ads, inability of the t.v ad to convince a portion of the respondents, factors of price and quality, and lack of understanding of the advertising message, less than an average of the sampled population were influenced by chi exotic television advertisements. Survey research methodology was adopted for this work, and 200 respondents were randomly surveyed during the course of this research. This research work recommends for factors of price, quality of product, frequent accessibility to television ads and comprehension of ads to be considered when creating television advertising for increased product patronage.

TABLE OF CONTENTS

CHAPTER ONE

1.1BACKGROUND TO THE STUDY   1

PRODUCT PROFILE    5

CHI EXOTIC TELEVISION ADVERT  7

STATEMENT OF THE PROBLEM  8

RESEARCH QUESTION   9

AIMS AND OBJECTIVES OF THE STUDY 9

SIGNIFICANCE OF THE STUDY 10

SCOPE OF THE STUDY 11

LIMITATIONS OF THE STUDY 11 

1.8 OPERATIONAL DEFINITION OF THE STUDY 11 

CHAPTER TWO

2.0 INTRODUCTION    13

2.1 ADVERTISING     13

2.2 ADVERTISING AND TELEVISION 16

2.3 ROLE OF ADVERTISING     24

2.4 CRITICISM AGAINST ADVERTISING     26

2.5 THEORITICAL FRAMEWORK  30

2.6 JUSTIFICATION FOR THE THEORY   32 

CHAPTER THREE 

3.0 INTRODUCION 34

3.1 RESEARCH DESIGN 34

3.2 POPULATION 34

3.4 SAMPLE TECHNIQUE   35

3.5 SAMPLE SIZE   35 

3.6METHODOLOGY OF DATA COLLECTION  35 

3.7 INSTRUMENT OF DATA COLLECTION 36 

3.8 VALIDITY AND RELIABILITY 37

CHAPTER FOUR

4.1 INTRODUCTION   38

4.2 DATA PRESENTATION, ANALYSIS AND INTERPRETATION  38

4.3 DISSCUSSION OF FINDINGS   58

CHAPTER FIVE 

5.0 INTRODUCTION  64

5.1 SUMMARY         64

5.2 CONCLUSION     65

5.3 RECOMMENDATION  67 

REFERENCE

APPENDIX