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THE EFFECT OF ADVERTISEMENT ON THE DEMAND OF CONSUMERS GOODS

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

Advertisement is the collective term for public announcement designed to promote the scales of specific commodities or services that are meant to educate, inform and persuade the entire public by means of difference methods such as Radio, Television, Newspaper, Journal and Magazines etc. Sometime, we often get infuriated when listening or watching a programme and all of a sudden an advertisement is intro0duce into it, (programme) telling us about business in which individual advertise their products in an attempt to make for awareness and persuade consumers to buy them. Various mineral drinks advertisement is mostly carried out in advertising media.  Notably, among which are radio, television, magazines, bill-boards, newspapers etc. the advertisement tries to persuade and convince their target audience of the differential benefit derivable from consumption of the brand of seven-up.

          Advertisement went their perspective consumers to be convinced by impressing upon them that their own brand of seven-up drink is the best in town in terms of its quality contents and satisfaction. Some slogans is been written on calendars given to customer by their producers. Such slogan is intended to assure the perspective hungers and consumers of the benefits of satisfaction derivable. This enable the consumer buys expectation of the product and not the product itself. Furthermore, a theory holds that a consumer satisfaction is a function of the consumer product expectation and product performance. This is say that if the products match expectations, the consumer is highly satisfied if it falls short, the consumer is dissatisfied.

          In essence therefore, producers generally make or produce satisfaction and not the physical product alone.        Against this background, we can presume that seven-up consumers buy the product hoping it will satisfy the desired intention consumer buy whatever other satisfaction derived from its consumption or usage and not the physical product.

STATEMENT OF THE PROBLEMS

          Inspite of criticism and accusation leveled against adverting industry. In recent times, for instance, the investment in adverting in Nigeria has become so much that people started questioning the rationale behind such huge investments. For example “Tom Omo Tage” among other things said the public hear for instance, of some “goods” half a million naira going an advertising on ordinary chocolate beverage every single year or young great advertising limited is already making over seven million naira (N 7,000.00) annually.

PURPOSE OF THE STUDY

          This study is aimed at critically examining the worth of such efforts in terms of consumer attitude. To these effects, the study will focus on

i)        Examining whether advertising of seven-up account for brand-switching

ii)      Examining other factors responsible for negative or positive perception of advertising by consumers.

iii)    Investigating the extent to which advertising determines the patronage of seven-up by consumer

SIGNIFICANCE OF THE STUDY

          It is hoped that this study will be useful in selecting appropriate media for their target market. It is aqlso0 hoped that5 it will help the producers to tailor their advertisement claims as well as product to reflect the attributes most valued by consumers.

          This increasing patronage and the frequency in brand switching among customers.

THE RESEARCH QUESTIONS

1)   How do other factors apart from advertising influence consumer patronage of seven-up?

2)   How does advertisement determine consumer patronage of seven-up?

3)   Does brand switching actually results from advertisement?

4)   To what degree if any, does consumer believe in advertising claims in respect of seven-up?

SCOPE OF THE STUDY

          The study will be confined to advertising of seven-up products the effect on consumer’s perception. The researcher also explored the assumption of advertising related to patronage and brand-switching amongst consumers.

DEFINITION OF TERMS

ADVERTISING: To make goods and services known to the public through the information media.

DEMANDS: The acquisition of goods and services by payment of money or its equivalent consumer goods

PATRONAGE: This is the habitual purchase by a consumer of a specific product brand.

CONSUMER: Those who make use of goods and services

BRAND-NAME: The name used to identify a specific product type e.g.  Seven-up bottling company

ADVERTISING CHAINS:  They are attributes or specific to their advertised product or what advertisement say consumer will benefit from the product

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