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CONSUMER DISPOSITION TOWARDS BRAND
ADVERTISING: A STUDY OF NOKIA MOBILE PHONE
AND COCA-COLA PRODUCTS
EYEKE, SOLOMON EYEKE
PG/MA/09/50878
A Research Project Presented to the Department of Mass
Communication, University of Nigeria, Nsukka, in Partial
Fulfillment of the Requirements for the Award of Master
of Arts (M.A.) Degree in Mass Communication.
SUPERVISOR: DR. C.S. AKPAN
MARCH 2012
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TITLE PAGE
CONSUMER DISPOSITION TOWARDS BRAND
ADVERTISING: A STUDY OF NOKIA MOBILE PHONE
AND COCA-COLA PRODUCTS
EYEKE, SOLOMON EYEKE
PG/MA/09/50878
A Research Project Presented to the Department of Mass
Communication, University of Nigeria, Nsukka, in Partial
Fulfillment of the Requirements for the Award of Master
of Art (M.A.) Degree in Mass Communication.
SUPERVISOR: DR. C.S. AKPAN
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CERTIFICATION
This project entitled: Consumer Disposition Towards Brand Advertising: A Study
of Nokia Mobile Phone and Coca-cola Products by Eyeke Solomon Eyeke, (Reg.
No. PG/MA/09/50878) Submitted to the Department of Mass Communication,
University of Nigeria, Nsukka has been examined and found acceptable for the
award of Master of Art Degree in Mass Communication.
-----------------------------Dr. C.S. Akpan
Project Supervisor
Date-----------
------------------------Prof. Ike S. Ndolo
Head of Department
--------------------------------Etim Anim, Ph.D
External Examiner
Date ------------------
Date--------------
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DEDICATION
To my beloved mother, Oga Eyeke.
For she lives this day to witness this.
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ACKNOWLEDGEMENTS
My life has been one eventful and continuous process of personal and
professional development. As Tennyson says in Ulysses, “I am a part of all that I
have met”. I have been influenced by more people than I can even count but I
want to thank some of them for making this work possible.
First, let me thank my project supervisor, Dr. Church Akpan, whose
insights, observations and experiences as a renowned communication scholar have
been invaluable to me and indispensable to the undertaking.
My unquantifiable gratitude goes to Prof. Ike S. Ndolo, Head of
Department of Mass Communication, University of Nigeria, Nsukka, for his very
useful counsel and exemplary leadership. All the lecturers in the Department of
Mass Communication are very much appreciated.
I appreciate the moral support and encouragement of my elder brother, Mr.
Eyeke Emmanuel and my other siblings.
I am lastingly grateful to a host of my colleagues in the postgraduate class
who shared ideas and views with me in the course of this work especially Mr. John
Okorie and Sabastine Okolo.
God bless you all.
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TABLE OF CONTENTS
Title page
--Certification --Dedication --Acknowledgement
Table of contents
Abstract
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CHAPTER ONE: INTRODUCTION
1.1
Background of Study
1.2
Statement of Problem
1.3
Objectives of Study --1.4
Research Questions --1.5
Significance of the Study
1.6
Definition of Terms --References -------
CHAPTER TWO: LITERATURE REVIEW
2.1
Focus of Review
------------2.2
Overview of Advertisement
--------2.2.1 Advertisers and the Media use
------2.2.2 Consumer Attitude towards advertising and Brand Choice
2.2.3 Coca-cola Products Adverts
------2.2.4 Marketing Strategy and Consumers Response --2.3
Theoretical Framework
----------References -----------------
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CHAPTER THREE: METHODOLOGY
3.1
Research Design
----3.2
Population of Study ----3.3
Sample Size ------3.4
Sampling Technique----3.5
Measuring Instrument
--3.6
Validity/Reliability ----3.7
Method of Data Analysis --3.8
Limitation of Methodology --References ---------
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CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1
Description of the Sample ------4.2
Data Presentation and Analysis ----4.3
Discussion of Findings
------CHAPTER FIVE: SUMMARY, CONCLUSION AND
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RECOMMENDATION
5.1
5.2
5.3
Summary
--Conclusion --Recommendation
BIBLIOGRAPHY --APPENDIX -----
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ABSTACT
In view of the competition inherent in the market, advertisers and producers have been
jostling for attention to survive the competition and remain in production. This is where
advertisements come in to play a role. The patterns of brand advertisements were
assumed to have strong influence on consumers’ dispositions, and investigation on this
assumption is the crux of this study. The research, grounded on behaviour theory and
Agenda – setting theory backed up consumer’s disposition towards brand advertisements.
The survey research method was used in conducting this study. The population of the
study was 3,257,298 people, while the sample size was 400 selected through Taro
yamane method. Also, a total of 400 questionnaires were administered to the 400
respondents. The data gotten from the questionnaire were analysed using descriptive
instrument as well as simple tables of frequencies and percentages, so, as to ultimately
produce empirical results for that study. From the findings, it was observed that Nokia
Mobile Phone and Coca-cola products advertisements affect consumers’ choice to
purchase the advertised brands and regular exposure to these products advertisement
sustain their preference for the products. Based on the findings, we recommend
advertisers to investigate in order to discover consumers’ tastes and values. So, this can
be reflected on the brand adverts. This will help in sustaining brand loyalty of consumers.
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CHAPTER ONE
INTRODUCTION
1.1
Background of Study
The essence of being in business by any business outfit is to produce for
sales and profits. In order to remain in business an organization must generate
enough sales from its products to cover operating costs and post reasonable
profits. For many organizations, sales estimate is the starting point in budgeting or
profit planning. It is so because it must be determined, in most cases, before
production units could be arrived at while production units will in turn affect
material purchases.
However, taking decision on sales is the most difficult task facing many
business executives. This is because it is difficult to predict, estimate or determine
with accuracy, potential customer’s demands as they are uncontrollable factors
external to an organization. Considering, therefore, the importance of sales on
business survival and the connection between customers and sales, it is expedient
for organizations to engage in programmes that can influence consumers’ decision
to purchase its products. This is where advertising and brand management or
brand advertising are relevant. Advertising is a subset of promotion mix which is
one of the 4ps in the marketing mix i.e. product, price, place and promotion. As a
major tool in creating product awareness and condition the mind of a potential
consumer to take eventual purchase decision.
For a good many years, advertising people have been interested in the
psychology of sales. At least, it is now clear that a great many of the purchasing
decision made by consumers are not solely based on economic value, that is,
values relating to price and utility of a product; motivation, perception and
learning also exert strong influences. Therefore, it now becomes apparently clear
that advertising have been an effective means of manipulating these non economic
factors.
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From the outset, the history of advertising is inextricably entwined with the
changing social conditions and advances in media technology.
In fact, Gutenberg’s invention of printing in 1450 using movable type made
possible several new advertising media: posters, handbills, and newspaper
advertisements.
However, before the printing press became a usable tool, most people could
neither read nor write. The average person had to memorize anything important,
and most information was transmitted orally, to put it mildly, this system has
many limitations. Therefore, in the view of Rodman (2010:89), “The introduction
of printing marked a turning point: facts could now be established and
substantiated in text printing which facilitated the first mass media”.
Thereafter, the industrial revolution began in England in 1750 and spread to
the United States and progressed slowly until the early 1800s. Significantly, the
industrial revolution took the American society from household self-sufficiency as
a method of fulfilling material needs to market place dependency as a way of life
(Coyle, 2002: 153). Manufacturers, with the aid of newly invented machines were
able to mass produce their products. Mass production, however, also require mass
consumption and a mass market. Advertising was a tremendous aid in reaching
this new audience. In other words, as the potential grew for goods to be produced,
delivered, and introduced to large number of people residing in concentrated areas,
the stage was set for advertising to emerge and flourish.
These were how advertising process and avenue were invented, it now
turned out to be how manufacturers and advertisers utilize them to create patterns
of advertising their brands of product.
Due to intense marketing competitions for products that have competing
substitutes, brands are continually seeking recognition through advertising so as to
survive the competitive situation, (Ozo, 1998:84).
Among the mobile phone producers are Nokia, Motorola, Samsung,
Blackberry, Sagem, Siemens, Sony, Alcatel et cetera.
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The present condition in the mobile phone industry is such that it is no
more normal for a producer to just produce and expects to have a ready market to
take care of his products. The market is saturated with products that have the
same claims of satisfaction.
To this effect, the discerning mind assumes all soft drinks and mobile
phones to be equal in quality because all mobile phone products and soft drinks
undergo almost the same technical production process. Again, among the bottling
companies for soft drinks, for instance, are Coca-cola, Gold-spot, 7up, Limca,
Team, Crest, Savannah drink, etc. The present condition in the soft drinks industry
is such that it is no more normal for a producer to just produce and expect to have
a ready market to take care of his products. Consumer usage of a product has to be
sustained. If they are using mobile phone A, instead of mobile phone X, or if they
are drinking soft drink A, instead of soft drink X, this situation has to be sustained.
But it is very easy to lose customers’ loyalty, especially in the face of intense push
and pull by competitors. Old customers loyalty have to be sustained, hence the
need to continuously promote the product through advertising. In addition, as new
people come into the market, they need to become aware of products in existence.
For instance, new people grow up to start using cars. So they need to know the
cars in existence. Each brand has to continuously promote itself so that new
entrants into the market become aware of its existence. It is assumed that sustained
advertising helps to create a desired brand image for a brand. Brand image has
been defined as “the mental images and emotions that people inevitably associate
with the brands they see (Belch, 2004:147). Consumers through repetitive
exposure to an advertisement tend to develop a certain perception about the brand
advertised which most of the time, may not have any bearing on its functional
utility. The task of advertising, therefore, remains to project position of a brand to
its prospects as being first among equals.
According to the proposition of Ditcher (1972: 86):
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Advertisements create a value not inherent in the product itself. It
adds a new value to the one that exists. Apart from providing
information about a product, it transforms a product into something
more appealing to consumers than the physical object produced in
the factory….Advertisement does not change a product but
changes the perception to the product.
This proposal is called the value added theory.
In this way, advertisement is able to translate product concepts into
consumer benefit. This is important because a brand becomes more desirable to
consumers only when they are perceived in terms of the benefits they provide.
This situation primarily demands advertisers employing strong message
appeals capable of enhancing the message argument. There in lies the theory of
media use, and of course, the effective patterns of advertising exposure that would
systematically move the buyer towards buying the product being advertised.
Patterns of advertising exposure, which form a vital component of the
theory of media use could be regular, occasional, seldom or none as the case
maybe with individuals. The important question is: does any of these patterns of
advertising affect the disposition to purchase behaviour or preferences towards the
advertised brand? According to (Kitty, 2006:164) peoples’ interest differs and this
forms part of whether they will respond positively or not.
However, intelligence reports concerning consumers’ attitude and learning
show a widespread agreement on the hierarchy of effects of advertisements. The
“Lavider Steiner Model”, for instance, believes that the effects begin with
“awareness, knowledge, linking, preference, conviction and purchase” (Okafor,
2005).
Therefore, in setting advertising objective, the media plan should be
guided by a pattern of exposure that will be effective enough to stimulate
consumers desire for the advertised good, service or idea, capture his/her interest,
hold and sustain the interest and by extension, move the consumers to buy the
good, service or ideas advertised.
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Consumer disposition or patterns of exposure is used to refer to the number
of time that a particular audience or portion of that audience is exposed to a
particular message in a given period of media plan. Or put more concisely, it can
be used interchangeably with frequency. A number of theories of media use seek
to compromise among the multiple demands of reach, frequency, and continuity.
Only few advertisers can afford all the three.
The theory of media use is a concept anticipated to enhance consumers’
continued exposure to the brand advertisements. Therefore, the three concepts are
inherently and functionally identical, but they are not the same essentially.
In reach, for instance, advertising is scheduled in a wide range of media
vehicle in order to reach the largest possible audience with little regard for
frequency or continuity (Nworgu, 2010: 273).
Continuity, on the other hand, refers to the continuous use of advertising over a
specific period of time usually for the duration of one year marketing plan.
However, since this study is interested in how patterns of brands
advertising affect consumers’ disposition towards the advertised brands, the
researcher placed much emphasis on each and frequency since their scope
seemingly ensure individual exposure gratification.
Also, as this study considers the nature of consumer’s disposition in
relation to patterns of brands advertising, the researcher looked closely into what
causes a consumer to encounter a particular message (i.e., selective exposure)
knowing that many advertisements today compete for attention.
Thus, there is a growing conviction that consumers who have regular
exposure to a particular advertisement develop a more favourable attitude toward
the product than consumer who may either have had occasional, seldom or zero
exposure. In other words, what happens to individuals with varying levels of
exposure? Does the consumer’s attitude tend to be more favourable to the brand
due to his regular exposure to the brand advertisement? Conversely, do the
consumers tend to develop a negative attitude towards the brand because he is
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insufficiently exposed to the brand advertisement? What will actually be the
attitude of, say, two individuals, with varying levels of exposure to Nokia mobile
phone or Coca-cola products advertisements?
1.2
Statement of Problem
Advertising plays an important role in the society. It transcends mere
entertainment to bringing information about products to various consumers. This
explains why it has been used by various industries to create want orientation.
Thus, it aids marketing.
For instance, Nokia, in its bids to increase sales, places many
advertisements in various mass media – print, broadcast, internet, bill boards
within a purchase cycle. It is through the numerous advertisements, placements or
insertions that consumers gain exposure of the brands advertised.
There are Nokia Mobile Phones and Coca-cola products advertisements on
NTA, AIT, FRCN, state television stations, Billboards, kiosk paintings and on the
Internet.
However, it is not clear how many consumers encounter these advertisements.
Though consumers have varying levels of exposure, the problem is that very little
effort has been expended to realistically ascertain how much patterns of brands
advertisements have affected consumers disposition in terms of preferences of
purchase of advertised brands.
Therefore, this study was specifically aimed at finding our whether the patterns of
brand advertising, especially on Nokia Mobile Phones and Coca-Cola products,
affect consumer attitude towards the brand. It further sought to find out whether
there is a correlation between regular exposures and the extent of message
conviction. This study also investigated any relationship between preferences and
factors such as colours, technicalities, quality, function, durability or combination
of all.
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1.3
Objectives of Study
Research work does not exist in a vacuum. The purpose of a researcher to
analyze a particular phenomenon is to solve the problem inherent in it, so, there
must be focus and the focus gives the objectives of that study. Therefore, the main
objective of this study is to examine patterns of brand advertising and consumers
disposition: A study of Nokia mobile phones and Coca-cola products
advertisements; while the specific objectives are:
1.
To ascertain the extent of consumer exposure to Nokia Mobile Phones and
Coca-Cola products advertisements.
2.
To determine the effect of the advertisements of these products on the
buying habits of the buying public.
3.
To find out the extent to which consumers’ level of exposure to Nokia
Mobile Phones and Coca-Cola products advertisements influence their
preference for the advertised brands.
4.
To establish the extent to which socio-economic status of consumers affects
their response to Nokia Mobile Phones and Coca-Cola products
advertisements.
5.
To determine whether factors such as colours, technicalities, quality,
function and portability influence consumer preference.
1.4
Research Questions
To accomplish the objectives of this study, four basic questions were
formulated to guide this study empirically. These questions are:
1.
Are consumers exposed to Nokia mobile phones and Coca-cola products
advertisements?
2.
Do Nokia mobile phones and Coca-cola products advertisements affect
the buying habits of these products by the populace?
3.
Do levels of exposure to Nokia mobile phones and Coca-cola products
advertisements affect consumers preference for the advertised brand?
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4.
Does socio-economic status of consumers affect their response to Nokia
mobile phones and Coca-cola products advertisements?
5.
Do factors such as colours, quality technicalities or combination of all
influence consumer preferences for Nokia Mobile Phones and CocaCola products?
1.5
Significance of the Study
This study is very apt as scholars and theorists alike are always interested in
new source of knowledge. This work will be of immense advantage to advertising
practitioners old and new, tutors, students, marketers and integrated marketing
communicators as well as to explorative readers from every field. The researchers
hope ardently that the richness of this work would spur other Nigerian advertising
experts to produce books.
This study will also be a guide to the manufacturers and advertisers in
scheduling their media plan as it would evaluate patterns of brand advertising, and
possibly ascertain the degree of exposure enough to create disposition for purchase
behaviour. According to Ogbodo (2005:20), “they are the ones who take care of
creating the advertising message, or copy, using colour and graphics in designing
the adverts, choosing the most affective medium to carry the advertisement to its
target audience, buying time and space on the appropriate medium, etc”.
The result will enable policy markers in Nigeria to understand the impact of
advertising. The patterns of advertising will be closely examined so that policy
markers will be able to appreciate the reason(s) for differential disposition of
consumers resulting from their varying levels of exposure to a brands
advertisement.
1.6
Definition of Terms
The variables which form the core of this study are stated and defined both
conceptually and operationally.
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PATTERNS: This is the regular way(s) in which something happen or is arranged.
 This can be regular, seldom, or occasional placement of advertisement of
brands of a product on the media for expected consumers’ consumption.
ADVERTISING: This is paid form of non-personal presentation and promotion of ideas,
goods or services by an identified sponsor.
 The placement of brands of produce on the media as a non-personal
presentation and promotion of the product to lure consumers to have
favorable approach, especially Nokia mobile phone.
BRANDS: Trademark: particular kind of goods with such a mark.
 Particular kind of phone which refers to Nokia mobile phone.
DISPOSITION: A tendency to behave in a particular way or inclination of either favorable
or unfavorable.
 The nature of consumer attitude towards Nokia mobile phone. It could be
favorable, negative or neutral.
CONSUMER PREFERENCES:
 The act of buying goods and services for one’s choice or liking for it.
 Buying a particular brand of product based on choice.
EXPOSURE:
 The act of putting out for public view, display or show.
 The attitude of exposing oneself to mass media massage like
advertisements of Nokia Mobile Phone and Coca-Cola products.
PATTERNS OF EXPOSURE:
 A model, guide or set of instructions in which something happens or is
arranged.
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 This is the number of times that a respondent is exposed to Nokia Mobile
Phones and Coca-Cola products advertisements on the mass media in a
given period of time.
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REFERENCES
Belch, A. (2004). Advertising and Promotion: An Integrated Marketing
Communication Perspective. New York: McGraw-Hill Company Inc.
Coyle, J.R. (2002). Internet Resources and Services for International Marketing.
Canada: Greenwood Publicity Inc.
Ditcher, F. (1972). Psychological View of Advertising Effectiveness. UK: Prentice
Hall Inc.
Hornby, A.S. (2006). Oxford Advanced Learner’s Dictionary. New York: Oxford
Publication Ltd.
Kitty, O.L. (2006). Business and Administrative Communication (7th Edition). New
York: McGraw-Hill Company Inc.
Nworgwu, K.O. (2010). Mass communication Theory and Practice. Owerri:
Ultimate Books Ltd.
Ogbuoshi, L.I. (2006). Understanding Research Methods and Thesis Writing.
Enugu: Linco Publishers.
Ozo, H.C. (1998). Principles and Practice of Advertising. Lagos: Nelag and
Company.
Rodman, G. (2010). Mass Media in a Changing World (3rd ed.). New York:
McGraw Hill.
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CHAPTER TWO
LITERATURE REVIEW
2.1
Focus of Review
The fulcrum of this review is to critically analyze literary works of some
scholars, authors as well as students that have been established as bodies of
knowledge related to the topic under study. The literature review is divided into
sub-headings in line with Ohaja’s assertion that “the literature review should be
broken into sub-units and presented in logical order to enhance readability.”
(Ohaja, 2003:70). The sub-headings include:
 Overview of Advertisement
 Group influence and response to Advertisements.
 Consumers Attitude towards Nokia mobile phones and Coca-cola
advertisements.
 The challenges of Nokia mobile phones and Coca-cola products
Advertisements.
 Theoretical Framework.
2.2
Overview of Advertisement
The advertisement is a meeting place for arts, skills, and media given the
pervasiveness of mass media in the society, it is estimated that you and each
member of your family may be confronted with as many as 1450 advertisements
daily, Kemps (2010).
Everyday, people who want to sell something compete to capture attention
of others through advertising messages. As a result, advertising message colour
our world view, turning it into a display window for goods and service. For
instance; open your mail: you find advertisement. Turn on your radio, you hear an
advertisement, watch television, you hear and see advertisement. Turn pages of
newspapers and magazines, advertisement beckons. Ride down the streets,
advertisement on bill boards and window signs follow. Seek refuge in a movie
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theatre and before the feature is run; what appear? Advertisements. Transverses
the aisles of a supermarket, advertisements decorate the wheel shopping carts
(Chaney, 2009).
Today, thousands of advertisers are jockeying for position, trying to do
something at the same time: obtaining a piece of our mind. Try as we might, we
cannot free ourselves from advertisers’ reach.
This assertion could be considered as true knowing, of course, that virtually
all the information about a product, be it old or new, is gotten from one of
advertisement or the other. But, where we do like to explain it away, it could have,
at least served us here to know how far the advertisers had gone in their bid to
expose consumers to their product advertisements through the use of various mass
media.
But, how often do consumers do gain exposure to these advertisements?
Why do some systematically avoid certain information which others consistently
seek? What are the consumer’s behaviours upon receiving, seeking or avoiding
exposure to information? In other words, is this disposition negative as he is
avoiding exposure to information or favourable as he is seeking exposure and
receiving information? The whole questions boil down to the nature of consumer’s
disposition and the mystery of what turns his disposition for a purchase behaviour
on or off as the case may be.
Consumer Behaviour in Advertising
Consumers are the target of all advertising efforts. The forces influencing
buying behaviour can come from a number of different directions and are seldom
based on economic reasoning alone. Every action of a normal human being is
taken on the basis of what a person consider to be a reason.
The quality of reason may vary with the person and the particular situation
running the gamut from the logical to the extreme illogical. The dictionary has
many explanations of the word “Reason”, it is a ground support or justifications of
an act as belief of a premise, especially when placed after the conclusion or a
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statement offered as an explanation, a justification of an act or procedure. Any
person who buys anything has an underlying reasons for making that purchase.
According to Keguku, (2005) Motives are the internal conditions operating
within a person to influence his reactions to external stimuli. A motive represents a
stimuli within the individual. To motivate is to move, that is, to activate, and
anything which activates is a motive. All behaviour is stimulated.
The normal human behaviour is motivated. The basic motives are often
identified as hunger, fear, sex and anger.
One must remember that much of what the consumer purchases is not based
solely on economic values, that is, value relating to price and utility of a product.
Motivating, perception and learning strongly influence the actual selection of
products, and when applicable, brands. A great many of the purchasing decision
made by consumers are strongly influenced by non-economic factors.
In much the same way, that six blind men would describe an elephant from
whatever part their hand happened to touch, so the theorists in economics, in
anthropology and in sociology see the consumer reacting in their particular terms.
The economist says is a matter of value and purchasing power.
The sociologist held that it is a matter of “groups” and keeping with what is
in vogue. And to the anthropologist, tradition and national taste play significant
roles. Another discipline, psychology is of the opinion that motivating human
behaviour means finding out the best method of convincing people rather than
persuading them.
There are eight most basic wants as food and drink, comfort, to attract the
opposite sex, welfare of loved ones, freedom from sex and danger, to be superior,
social approval and to live longer.
A typical consumer usually has more than a single reason for buying a
product, several buying motives may be active in creating the desire for a single
item.
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Also, different individuals may be prompted by different motives to
purchase the same item. Manufactures and advertisers, therefore have to
understand the basic forces that shape human behaviour within the context of the
market place.
Many models attempt explaining how human beings behave in their role as
consumers which have been developed some years past. In these models of
consumer behaviour; two extreme positions are held. At one end of the spectrum is
the stimulus Response model from the behaviourist school of psychology which
states that exposure to advert virtually guarantees or commands compulsive
responses of the consumer in a manner desired by the advertisers even if this is
against that consumer’s best interest. In other words, the consumer can be
manipulated at the will of the seller. We do not believe this to be true if it ever
was. Swedowsky (2009).
At the other end, the consumer is believed to be sovereign. Underlying this
model of consumer behaviour is the assumption that the consumer is an individual
with a highly developed cognitive filter, fully capable of admitting only those
stimuli which are felt to be pertinent.
Non-pertinent
stimuli
are
screened
through
selective
attention,
comprehension, retention and response. Consumers, therefore, react to the
offerings of the market place in a way that they believe in their own interest. This
is held to be the correct view of market place reality. Consumers’ behaviour is
generally explained by identifying those factors which influence all human
behaviour,
traditionally, these factors are classified into two broad groups.
Group or Social Influence and Individual Influence:
The pattern or inter-related motive and attitudes that determine our
response is acquired largely from groups, beginning with our early learning in the
primary group of the family.
If an advert is to reinforce or change a consumer’s attitude, the action or
response desired must conform to the standards of his or her group. If group
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approval is lacking, the suggested action is not likely to take place. Every person
therefore, goes through a long socialization process, where the impact of family,
culture and groups shape and affect our personal values of standards. Culture
represents the ideals, values, attitudes, artifacts and symbols governing the
behaviour of a member of the group. It determines many of the responses that
individuals make in a given situations.
Values are used here in reference of what is expected and desired by the
consumer as values predispose him or her to certain behaviour; our peer group and
family also play an important role in shaping our attitudes not only towards our
country, politics, motherhood, religion and values but also towards products,
brands and retail outlets. There is no doubt that the influence of family is
important when products for family use are being purchased.
What the consumer wants and buys is a package of symbols appropriate by
image. This package of symbols is known as the products image and it includes
the picture – the consumer has of the intrinsic qualities of the products, all the
ideas he has about it, the sort of people who use it, the kind of store that sells it,
the character of the advert form the personality. (Aliede; 2002:58).
The consumer has five distinctive or arousal which occurs when the
consumer perceives the difference between his real situation and actual situation.
This can be triggered by such external stimuli as media messages or by
interpersonal sources (friends) or by motive within the person.
The second stage is the search process. Here the consumer is ready to
evaluate or consider available options as solution to the problem. If the problem
cannot be solve with current information and experiences, the consumer searches
outside for a solution.
The third stage is the information processing. This is where the consumer
gathers available information about companies, products and services with the aim
of arriving at a tentative choice. The processed information enters the memory
after it has undergone evaluative criteria (the standards and value system which
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consumers utilize in making judgement about available products and services) the
end result is either a change or reinforcement.
Patterns of brand advertising and consumers disposition in relation to any
products either to Nokia Mobile phones or Coca-cola products can achieve desired
results based on some steps stipulated by Benson-Eluwa (2003).
In Benson-Eluwa’s view, Nokia Mobile Phones and Coca-cola products
advertising can affect consumers disposition towards them only when some
concrete steps are maintained. He maintained that the ultimate desire of any
advertiser is that his target remember his advertisement always. There is no point
in running an advertisement one moment and the next moment the targets do not
remember it. It is a much better situation if the targets or expected consumers are
able to remember the advertisement. If they do not remember, if it goes off their
memory, the capacity effects will be almost lost out.
Recall is associated with the memorability of the advertisement, that is the
ability of the advertisement to intrude into the target consciousness and stick there.
In Ozo’s submission, patterns of brand advertising of Nokia Mobile Phones
and Coca-cola products can only yield positive results when consumers internalize
the advert message into their memory.
However, in (Okenwa 2002, 41-42), he stipulates:
There is no absolutism in the human nature. Hence, there is no
100% to always recall message gathered. Other factors may
result in the loss of some messages: psychological framework
and recall pattern play a big role.
This above assertion by Okenwa confirms to the idea that not all advert
messages of Nokia Mobile Phones and Coca-cola products can be recall when
necessary.
In Nworgu (2010:49), he believes that the mercurial nature of audience and
any campaign oriented toward “her” will only succeed if it available and
redundant, message presentation should be relevant to her need and interest,
18
moderately entertaining and create circumstances and conditions for behavioural
change.
Equally, due consideration should be given to audience demographic,
psychographic, culture, social and economic attributes. Instance in supporting the
above view is 2009 Argungu Fishing Festival in Kebbi State co-sponsored by
Coca-cola. This gesture is in recognition of Northern Nigerias’ culture and thereby
projecting their products: Coca-cola products to the people in a positive way.
The hypothetical propositions of lazarfeld et al agree with this when they
observed that it is likely that a desire for reinforcement of one’s own point of view
exists. They also, wrote of exposure being always selective, and in that respect, a
positive relationship exists between people’s opinions and what they choose to
listen to or read. Infact, people tend to expose themselves to those mass
communication or media which are in accord with their existing attitudes.
Burleson and Steiner made what perhaps could be considered the most
general statement in their propositions that: people tend to see and hear
communications that are favourable or congenial to their predispositions than
neutral or hospital ones.
The predisposition referred to include sex role, educational status, political
attitude, interest and involvement, ethnic status, aesthetic position and indeed, any
way of characterizing people that matters to them,
It seems the idea that a casual relationship can be interred from the
correlations of positions on an attitude dimension with an act, or series of acts and
exposure to mass communication.
In the words of sears and free freedman; 1977: 233 selective exposure and
other processes that bar information reception constitutes a prime mechanism by
which people resist influence.
Perception is functionally selective. That is to say, our cognitive world are
organized and meaningful, and the way we perceive whatever we expose ourselves
to in the mass media is determined by how it will be useful to us against that
19
background of cognitive structure we have already built. The consumers tend to
see or hear certain signals and will not see others. It is not that some messages
make him blind or deaf, but that he don’t not want to see them.
Here, the retention and forgetting rate will differ among incoming signals,
therefore, the advert must design a message that consumer will be willing to
receive.
There is what the advertiser should consider in designing advert copy capable of
enhancing audience retention. According to Nworgu; (2010:160):
It should be stimulus base of either novel or intense stimulus;
the information being attended to should be comprehensible;
the quality of the message, the credibility of the source and the
message arrangement affect the degree of agreement with
comprehended information.
There is the mercurial nature of audience and any campaign oriented
toward “her” will only succeed if it is available and redundant, message
presentation should be relevant to her need and interest, moderately entertaining
and create circumstances and conditions for behavioural change. Equally, due
consideration should be given to audience demographic, psychographic, culture,
social and economic attributes. If all these were considered by an advertiser; then
success usually becomes high. Upon all these efforts, Nworgu, (2010: 49) believes
that the tactics of advertising strategy and repetition of advert is necessary; so that
the retained information could be conveniently retrieved in order to move ‘her”
forward make consumption choice.
Making consumption choice as we earlier stated is affected by numerous
consideration depending on individual. This requires information processing
capacity which is both limited and tasking. These are somewhat unnecessary pains
that an average consumer want to avert if he had the choice. Izuogu (2008:72),
opines that the scope of advertising depends on ignorance of the people to whom it
is addressed.
20
Giving the consumer ignorance or indecision, an advertiser is prepared to
draw conclusion for him, but the power of conclusion drawing should be used with
caution and that depend on the situation, you may or may not draw conclusion for
consumers seeking to make decision, he systematically analysed instances.
According to Izuogu:
“If the audience thinks you have something to gain or that
you want to manipulate her, then don’t draw conclusion for
her. But it could be effective to draw conclusion for less
intelligent people. If you are dealing with highly personal
issues that is ego involving, allow the audience to make their
choices. If the issues are highly complex then, go ahead with
a conclusion.
The advertiser could also give two side message, otherwise, called
refutation argument. The idea is that, the communicator can, prepare to
discountenance subsequent counter argument, should they be exposed to other
media on the same or related issue: this is referred as “inoculation effect”.
Similarly, Gamble and Gamble wrote that, good advertising, therefore, is
not that which its audiences is strongly sold by it or would remember for a long
time as admirable piece of work, but, also, that which sells the product without
drawing attention to itself. Good advertisement should rivet the readers on the
product. Instead of saying “what a clever advertisement”, the reader says, “I never
know that before, I want to try this product.”
2.2.1 Advertisers and the Media Use
There are some pertinent questions confronted by advertisers on how media
should be used to influence consumers to purchase: How frequently is enough?
What are the relative values of various television day parts?
Not all members of the target market will be exposed precisely the same
way all the time, of course, some will have more exposure. Some will have few
exposure.
21
Kitty, (2006: 130) held that the principle of repetition, the repeated
exposure of a product message or brand name, is one of the most widely used
learning principles in advertising. It is said both in media scheduling and within
the scope of advertisements. A higher awareness of advertising can be obtained by
using the same number of exposure over a brief period of time, although the
duration of the effects is sharply reduced.
In order to contend with little waste circulation and ensure effective media
programming, the advertiser usually concentrate on the target market using quality
and quantity statistics like geography, demography, psychography and behavioural
variables for proper segmentation of market.
The riffle-shot approach (Belch, 2004:128), of reaching target audience can
be achieved when the advertises know about the relevant day parts he could best
use to reach the target audience or market. The term day parts refers to the time of
day broadcast stations is on air. Basically, they are three day parts:
(1)
Daytime Broadcast
(2)
Prime time-roughly between 7 pm to 10pm
(3)
Fringe time – immediately before and after prime time.
However, these strategies establish general media constraints such as:
(1)
the amount of money available;
(2)
the definition of the target group or groups of consumers;
(3)
the relative emphasis to be given to each target group when more than
one exist and;
(4)
when advertising support is to be delivered.
It is reasonable to point out that what motivate an average consumer is both
psychological and psychogenic, that is acquired. Advertisement can turn expected
consumers on, manage their impression and learning and move them to complete
the act of buying.
22
2.2.2 Consumer Attitude towards Advertising and Brand Choice
According to Belch, (2004: 98), advertising can be viewed as salesmanship
functioning in the paired space and time of mass media. To various degrees,
advertising influence the product you choose to buy by bringing you information
about new products, various products or product improvement to various degrees.
For all advertising is known for, few people would dispute the belief that
advertising sells product and ideas, brings about change in behaviour, influence
the attitudes people have towards various business and organizations.
It seems reasonable to suggest that whether or not people admit the place of
advertisement is obviously not the issue as the end arising from the information
role alone provides realistic evidence. Advertisement is affected by brand and nonbrand processing set, advert exposure level, message involvement, the genitive
and effective responses generated during the exposure, and advert message,
quality and content.
Attitude towards the advert can be referred as predisposition to respond in a
favourable or negative manner to a particular advert stimulus during a particular
exposure situation. Kitty (2006: 273) asserts:
In reality, advertising is not about products, but about a
person and his or her life and how the product can fit into
that life to make it easier, richer or more rewarding.
In consonance with the above view, (Coyle 2002; 86) noted that this is the reason
why it is an important element that consumers be made a close acquaintance.
Coyle equally posits:
Some products frankly appeal to status or snobbism. It’s if
you have got it; flaunt it idea. There are so many ways to say
it: you have worked hard, you reserve one. One of these tells
the world you have arrived or use the brand the connoisseurs’
demands”.
Existing research provides some useful insights into the attitude towards the
brand choice. It hold two positions on how advertisement can affect consumers
23
information processing: direct or indirect. The whole idea involves attitudes and
intention in each case.
In indirect effect model, attitude towards brand which include beliefs
formed from exposure to advertised brand attribute information or inferences and
mediates the impact of advertisement on intentions. Hence, there is no direct
advertisement intension.
The second view proposes that both advertisement and attitude have direct
influence on intention. An intention is a type of judgment about how, in this
context, a consumer will behave towards a particular brand. Choice on the other
hand, requires that the consumers confronts several brands and selects one
rejecting all others.
Inter-brand comparisons becomes important in choice. Thus, consumers
may eliminate brands early in their processing using simplified non-compensatory
process that compare brand. Betch, (2004: 256).
The idea therefore, is that attitude may not be a necessary consideration for
brand choice. Similarly, consumers may make choice without forming overall
evaluations and they may form judgement without making choices. This analysis
may have important implications for understanding the role of advert in brand
choice. In this connection, if advertisement has any effect on brand choice, it will
be direct and not mediated by attitude.
Brand loyalty follows not only when the impact of advertisement has been
registered, but, long after the product has been tried and considered good enough
by the buyer. When one brand is clearly superior to the other brand on this
process, advert may not directly affect choice, but the influence may be indirect
via its impact on acceptance of advertisement message and this is then
incorporated in attitude. “People are influence much more by advertisements more
than they tend to believe” (Belch 2004, 86).
Consumers use available information about a described brand itself or
about brands in the product category as the basis for verbally based inferences.
24
Image making is an inner psychological reaction and it can have much to
do with the product that the consumer ultimately chooses. Manufacturers spend a
great deal of time and money, establishing their image – corporate brand or
product. These images have no material existence of their own but by
symbolization and understanding, when it is being mentioned, a mental image of it
is evoked and systematically expected consumers to react and become loyal
without their knowing it.
The consumer develops characterized ways of evaluating products and
services. She may highly prefer one brand, whereas, she regards others as
unacceptable. Values and attitudes not only form convenient summary of our
beliefs towards objects and persons, but also, it represent an individual. This is
called value expressive function.
The marketers wish to induce in expected consumers a favourable
psychological reaction to the product, every time they see it. Loyalty to a product
plays a more importance role in our buying decision. It is one of a number of
factors that play a more important role in our buying choices.
Branding a product must be done carefully because brand name acts as a
handy purchase and for the consumer, and as a promotional vehicle for the
manufacturers e.g. MTN: “everywhere you go” and Lucozade Boost: “boost
energy whenever you need it”.
It seems reasonable that what can be concluded about consumers attitudes
towards advertising and brand choice, can best situated in Ozoh’s findings of a
typical consumer. He asserts that there are some very good reasons for people not
to give you the true facts. Sometimes, they feel the facts might make them appear
silly or inferior.
Sometimes, the truth makes them unhappy and uncomfortable. Because of
this, we deny and bury our motive. But even at that, you can be just as strongly
turned on by your hidden motives as by your more conscious ones. One might not
know from where their motivating forces come from.
25
2.2.3 Coca-cola Products Adverts
In the soft drink market, several brand names exist, and the unifying factors
according to market survey are that “the product are made of secret formula; they
are sugary and sweet in nature and they are all packaged ion their brand names.
Of all, however, coca-cola enjoys product leadership. This could be
attributed to its originality as the oldest of all the soft drinks in Nigeria.
Coca-cola soft drink was first developed in 1886 by Atlanta pharmacist, John
Styth Permaberton with a secret formula known as merchandise. Thereafter,
Permaberton tone book – keeper, French Norison, deviced the name after two key
ingredients
–
the
South
American
coca
leaf
and
African
kolanut.
htt.//www.google.com.ng. Coca-cola company is one of few multi-national
companies in the world and the manufacturer, as far as history can account, have
gone extra length in order to retain loyalty to the brand.
For instance, in our highly complex and super charged competitive environment,
which coca cola finds itself, thousand of advert appeals are directed to expected
consumers and loyal consumers daily from different companies: Limca, 7up and
other soft drink producers. Likewise Coca-cola is not selling back. It has been
telling the story, to communicate with the potential customers.
At present, the Coca-cola advertisements could be watched on television,
heard on radio, seen on bill boards, on the internet, etc as a products of
conventional necessity, the size and scope of its advertising effect is much.
In planning advertising budget, Coca-cola company spend a certain
percentage of sales volume on advertising. The depots use the objective and task
method. Here, estimates are made of the amount of sales that could be made
without advertising, and the amount may be made by means of advertising. The
difference in the “objectives” and the “task” is the volume of advertisements
necessary to achieve it.
On several occasions and very recently, promotional strategy has been
employed elaborately by coca-cola company at peak buying periods. They include
26
activities as contest, premium, exhibitions, demonstrations and various other
positive sales efforts.
The Coca-cola Olympic campaign was more an institutional advertising
because it stressed company rather than product. But at the same process of
creating awareness and image, it increased demand for the products. This
institutional type have made retailers and consumers to be cognizance of where to
get it, notify them of distribution network.
In its numerous advertisement, Coca-cola have used short slogans like “Coca-cola
is it” and “you can’t beat the feelings” as a deliberate action to achieve easy recall.
Although, this cannot be consciously related to essential effectiveness, it is
however, reasonable to assume it aids advert effectiveness.
2.2.4 Marketing Strategy and Consumers Response
Sales and more sales as well as brand loyalty pre-occupies the mind and
define patterns of brand advertising by producers. There is this assumption that
strategies adopted in advertising determines consumers response either positively
or negatively.
According to Nworgu; (2010:48):
As repetition of advert messages helps consumers internalize
those message easily; other promotional activities should not
be ignored as consumers usually are more interested to
experience benefits of brand loyalty: promotion attracts more
sales.
For instance, according to a staff in the 7up redemption centre, Enugu depot, 7up
company started in the year 1960 and had its first production in the same year yet
the company cannot boast of successful sales till recently. The source further
stated that it was from the particular year the company adopted promotion that
sales changed for better.
In the year 2005, 7up introduced the promo tagged “Do the Dew” which
introduced the mountain Dew drink in the consumer market. The last but not the
least was in the year 2006 and was tagged “cool win.”
27
According to the source, the promotion boosted the sale of 7up products to
a very large extent that they sold not less than three billion (3 billion) pints.
The source added that it has been noticed that a change in promotion tag
also helps a lot in attracting the consumers. This is the reason way this promotion
tagged “Cool win” were the consumer opens the Cork and whatever he/she finds
he wins. The above scenario confirms Nworgu’s assertion that promotion as a
strategy for higher sales works.
According to Mr. Femi Adelusi, Public Relations manager, Coca-cola
Nigeria Plc. has remained the largest players in soft drinks in Nigeria with the
leading position in carbonates like coke, sprite, fanta and Eva table water in 2009.
a good distribution network, widespread brand recognition, aggressive marketing
and advertising, other market innovations were reported to be the driving forces
behind coca-cola, Nigeria’s continuing leadership as consumers first choice in soft
drink. www.thecoca-colacompany.com/ourcompany.
However, Belch (2004:118-120) asserts:
Not all product purchases are based on needs. Some products
or services sought by consumers are not essential but are
nonetheless desired. Changes in consumers’ lives often result
in new need and wants. One’s financial situation, employment
status, or life style may create new needs and trigger problem
recognition.
This above assertion gives more views that patterns of brand advertising is
not solely the factor that makes consumer purchase advertised brands. It is now
clear that there are impulse buyers as nature and circumstance affect our desire to
make purchase whether advertised or not.
28
2.3
Theoretical Framework
This research is anchored on some mass communication theories. These
theories are: the behaviour theory and Agenda-setting theory.
2.3.1 Behaviour Theory
Tracing the origin of the theory, Anaeto (2008:83) explains, behaviour
theory was propounded by two individuals, Ivan Pavlov and B.F. Skinner in the
year 1957.
The principles or assumption of this theory include, changes in behaviour are the
result of an individuals response to events (stimuli) that occur in the environment.
We develop responses to certain stimuli that are not naturally occurring. Changes
in behaviour are the results of an individual’s response to event (stimuli) that
occur in the environment. These principles or assumptions clearly point to the
facts that peoples’ behaviour can be influenced towards remaining loyal brand
consumers of Nokia Mobile Phones and Coca-Cola products. This will be possible
when they exposed themselves to brand advertisement of these products.
Behaviour theory has to do with people’s behaviour to the mass media,
what they learn and how much it affects the individual. Behaivouralism is
dominated by the constraints of its (naive) attempts to emulate the physical
science, which involves a refusal to speculate about what happens inside the
organism. Anything which relaxes this requirement slips into the cognitive realm.
In educational settings, behaviourism implies dominance of the teacher, as
in behaviour modification programmes. This can, however, be applied to an
understanding of unintended learning. This behaviour modification progrmmes
can be reflected in the brand advertisements to change consumers perspective
toward the products.
In Okenwa’s view, (2002: 37, 83), he asserts that human beings differ in
their biological structure and composition, so, people may respond differently to
the same media message. But, he concluded, people’s behaviour were being
influenced by media content especially advertisements
29
Behaviour theory account for our common-sense experience of learning by
association, such association can be chained and generalized; thus; seeing a movie,
television programmes or listening to advertisements of Nokia Mobile Phones and
Coca-Cola products trigger changes in our behaviour toward those products. These
advertisements usually reflect some life experiences that audience members may
have, which makes them automatically identify with the dramatic personae.
People usually act towards what they see or hear. Nokia and Coca-Cola producers
utilize this fact and use mass media to project their brands of product to the
peoples. The postulation of behaviour theory come to play a role here as people
respond to the advertising messages and usually change to remain brand loyalties.
2.3.2 Agenda Setting Theory
Agenda setting theory stipulates the mass media as exerting a very
powerful influence on the society; by telling us what issues are important. Walter
Lippman propounded this theory in 1922, when he stated that the media put
“pictures in our heads”. (Ndolo, 2006: 32)
According to Baran and Davis, Lippman did not specifically use the term
agenda settings, Bernard Cohen is generally credited with refining his ideas into
the theory of agenda setting. In 1963, Cohen asserts that the mass media are
significantly more than a purveyor of information and opinion. It may not be
successful much of the time in telling people what to think, but it is successful in
telling us what to think about. (2006: 316).
The agenda-setting theory equally proposes that the facts which people
know about public issues tend to be those which the mass media present to them.
Also, the significance which they ascribe to the same issues tend to be
proportionate to the amount of attention given to the same issues in the media.
Advertisers realizing this power of the mass media in projecting issue or
issues to stand out for people, they capitalise on this power and usually pay the
mass media to use their power to project brand advertisement regularly, so, to
remain in people consciousness.
30
Nokia Mobile Phones and Coca-Cola product advertisements usually come
during prime time and usually repeated. The repetitions were meant to see it as an
agenda for the people. When it is repeated and regularly it becomes issue that
stands among other issues.
The relationship between this theory and this work is that, the mass media have
power to make Nokia Mobile Phone and Coca-Cola product advertisements stand
out. The people attach importance to media messages that come regular and
usually repeated. Advertisers equally use this avenue to influence the mass media
to make their brand adverts come regular and often repeated, this make it
registered to the consciousness of consumers.
31
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Achugbu, C.M. (1993). Influence of Media Exposure on Consumer Behaviour:
The Patronage of Maggi Star by Enugu Women in relation to Family
Menu. An unpublished work, ESUT.
Aliede, J.E. (2002). “Professional Advertising in Nigeria: The Role of the
Advertising” in C.S. Okunna (ed) Teaching Mass Communication: a
Multidimensional Approach. Enugu: New Generation Books.
Baran, S. J. (2004). Introduction to mass communication. California: Mayfield
Publishing Company.
Benson-Eluwa, V. (2003). Advertising: Principles and Practice. Enugu: Virgin
Creation.
Betch, A. (2004). Advertising and Promotion, An Integrated Marketing
Communication Perspective. New York: McGraw-Hill Company Inc.
Channey, P. (2009). Social Media Advertising: Does it Work or Doesn’t it?
Retrieved from http://www.mpdailyfix.com/social-media-adverisingdoes-it-work-or-doesn’tit/ on 15th June, 2011.
Coyle, J.R. (2002). Internet Resources and Services for International Marketing.
Canada: Greenwood Publicity Inc.
http://www.articlesbase.com/drinks-articles/improving-the-sales-of-coca-coladiet-products-in-nigeria-using-paid-media-space.
Izuogu, K.C. (2008). Political Advertising Practice in Nigeria: A Review of the
2007 General Elections in Abia State. Nsukka: Machp.
Keguku,
T (2005). Research and Evaluation Methods in Persuasive
Communication Mass Medial Review: an International Journal of Mass
Communication, 1 (1), 1-12.
Kemps .et al (2008). The Connected Agency Marketers: Partners with an Agency
that
Listens
Instead
of
Shorts.
http://www.forrester.com/
research/document/excerpt.
Kitty, O.L. (2006). Business and Administrative Communication (7th ed). New
York: McGraw-Hill Company Inc.
32
McQuail, D. (2005). McQuail’s Mass Communication Theory. (5th ed.). London:
Sage Publications.
Ndolo, I.S. (2006). Mass Media Systems and Society. Enugu: Rhyce Kerex
Publishers.
Nworgu, K.O. (2010). Mass Communication Theory and Practice. Owerri:
Ultimate Books Ltd.
Ohaja, E.U. (2003). Mass Communication Research and Project Report Writing.
Lagos, Nigeria: John Lettersman Ltd.
Okenwa, S.N. (2002). The Mass Media Theories and Relatives. Enugu: Bista
Agencies Nigeria.
Roberts, K. (2010). Privacy and Perceptions: How Facebook Advertising Affect its
Users. Journal of Undergraduate Research in Communication
1(1),pp.24 – 34.
Rodman, (2006). Mass Media in a Changing World: History, Industry,
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Swedowsky, M. (2009). A Social Media “how to” for retailers. Consumer insight:
The Nielsen Company, Retrieved from: http://en-us.nielsen.com/
main/news/database/2009/september/the-neilsen.company on 10th May,
2010.
33
CHAPTER THREE
METHODOLOGY
3.1
Research Design
Methodology in any research work refers to the method or set of procedures
which a researcher uses in conducting a study about a specific phenomenon within
a given locality. For easy gathering of information, survey research method was
adopted in this research work. The method is designed to scientifically describe
phenomena and their relationship in the active environment at a given time.
Survey must depend on samples of respondents drawn from population. Survey
research is usually conducted in social sciences for behavioural and attitudinal
investigation. Hence, it is relevant for this study.
3.2
Population of Study
The population of any study describes a specific group of people from
which samples are drawn for a study. Thus, the population of this study comprised
the people of Enugu metropolis made-up of 3,257,298 people based on 2006
National population. The place is chosen owing to the fact that it is made up of an
assorted body of people from different regions of the country who, due to their
different cultural backgrounds, may exhibit different characteristics or response to
Nokia Mobile phones and Coca-cola products advertising.
3.3
Sample Size
Considering the project type and time constraints, the researchers used four
hundred (400) residents of Enugu metropolis as sample size. We derived this
sample size from 3,257,298 which represents the population of Enugu metropolis
based on 2006 National census population.
In order to determine the sample size the Taro Yamane formula was used to
determine a sample from total population of Enugu. According to Ogbuoshi
(2006:85); this formula states:
34
n=
N
1+N (e2)
where n = Sample size
N = population size
E = error limit
I = Unit or constant
with n
representing the sample size
N
representing the population size
E
representing the margin of error:
(0.05 or 0.0025)
Therefore, n = 3,257,298
1+3,257,298 (0.052)
n = 3,257,298
1+3,257,298x 0.0025
n = 3,257,298
1+8143.245
n=
3,257,298
8144.245
n=
399.95
=> 400
Therefore the sample size was approximately 400. This sample size was considered
to be a fair representation of the entire population.
3.4
Sampling Technique
In this study, purposive sampling technique was used to select four streets
from each of the five areas that made-up Enugu metropolis. Osuala (2005:126)
states that, in purposive sampling, the chance of selection for each element in the
population is unknown and for some elements is zero. The author adds that
probably and purposive sampling are appropriate for different types of research
and so the first issue is to consider the aims of the research. Besides, Ohaja
(2003:82) contends:
Purposive sampling is used when a researcher seeks certain
characteristics in his sampling elements and he wants to ensure
that those chosen have those characteristics. He, therefore,
eliminates other members of the population and works with those
that meet the requirements.
35
It means, therefore, that this technique is appropriate with this study and it was
used to select four streets from each areas that made-up Enugu metropolis.
1. Abakpa
2. Asata
3. Agbani Road.
4. Ogui
5. GRA
Twenty (20) elements was selected from each of the street which resulted in a
total of eighty (80) elements from each of the areas.
However, individual elements was selected using systematic random sampling
technique. This is to remove bias and to give elements an equal independent
chance of being selected for administration of questionnaire.
3.5
Measuring Instrument
In order to elicit the required responses, questionnaire was the measuring
instrument for this study. As the respondents are mostly literate coupled with their
large number, the researchers deemed it fit that the questionnaire became the
measuring instrument and it was constructed in English language. It was made up
of close ended and open ended questions. The former was to enable respondents to
choose from among various possible answers to a question while the lather was
aimed at gaining unrestricted opinions of the respondents, reflecting their public
opinion attributes. There are some advantages associated with using the
questionnaire. Wikipedia (2010) outlines these advantages as: they are less
expensive, they are administered in large numbers all at one place and time,
anonymity and privacy encourage more candid and honest responses, there is lack
of bias etc. In order to avoid difficulties in the process, the researcher administered
the copies of questionnaire himself with the assistance of two research assistants.
The questions were constructed in a simple English language for easy
comprehension. As Wimmer and Dominick (2006:193), asserts that long
questionnaires (sic) curses fatigue, respondent mortality and low completion rate.
36
3.6
Validity/Reliability
According to Ogbuoshi (2006:149) “validity is the appropriateness of an
instrument in measuring what it intends to measure”. It deals with accuracy and
effectiveness of the measuring instrument. A measuring instrument must be
dependable and reliable. It must be constituent in measurement of whatever it
measures.
Therefore,
questionnaire
was
the
measuring
instrument
applied.
Questionnaire was what the researcher designs it to measure.
It can also be said to be reliable because when applied repeatedly to the
same object would yield the same result each time.
3.7
Method of Data Analysis
Analysing data is the breaking down of recorded research information into
meaningful parts for critical evaluation and extraction of hidden information and
making of inference about the relationships existing among the parts.
According to Ogbuoshi (2006:155), “data do not become meaningful or
useful until they have been analyzed”. Therefore, the researchers adopted both
qualitative and quantitative methods in presenting and analysing data collected
from the field. In this work, descriptive instrument as well as simple tables of
frequencies and percentages was used for the performance of this task so as to
ultimately produce empirical results for the study. The purpose of frequency
tabulation is to arrange data in a small space so that the eye can see it in, see at a
glance the important results, and if possible, discover a correction between the
factors. Presenting data on tables enables one to comprehend and interpret mass of
data rapidly and to grasp significant details and relationships at a glance.
3.8
Limitation of Methodology
The research method used as natural as others could not be fluently carried
out without some hindrances. This study was limited by a number of factors which
invariably affected its scope.
37
They include: paucity of data on the subject area, excessive bureaucracy
and power cut, as well as inability of the respondents to fill and submit the
administered questionnaires at the required time for the researcher to delve into
another part of the research work. Money definitely became another constraint that
hindered the researchers from reaching as many more respondents as possible.
During the time of questionnaire collection, some of them were not
returned and this became another challenge. In filling questionnaire, some
respondents may be bias and objectivity somehow was thrown to the wind.
Time factor was another constrain to this study. That is, the time of moving
from one place to another in search of materials for the research work. These were
the limitations of this research.
38
REFERENCES
Nworgwu, K.O. (2010). Mass communication Theory and Practice. Owerri,
Ultimate Books Ltd.
Ogbuoshi, L.I. (2006). Understanding Research Methods and Thesis Writing.
Enugu, Linco Publishers.
Ohaja, E.U. (2003). Mass Communication Research: Issues and Methodologies.
Nsukka, Nigeria: AP Express Publishers.
Okoro, N. (2001). Mass Communication Research: Issues ad Methodologies.
Nsukka, Nigeria: AP Express Publishers.
Osuala, E. (2007). Introduction to Research Methodology. Onitsha, Africana-FEP
Publishers ltd.
39
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1
Description of the sample
The sample size for this study was 400 respondents and it was determined
using the Taro Yamane sampling method. The population of the study was
residents of Enugu metropolis and purposive sampling technique was used to
select four streets from each of the five areas that made-up Enugu metropolis. The
respondents were selected using systematic random sampling technique and this
technique was employed to remove bias and to give elements an equal
independent chance of being selected for administration of questionnaire. Each
area received 81 copies of the questionnaire which was 405 in total but only 400
was analysed.
4.2
Data Presentation and Analysis
In more ways than our, the various data obtained appeared really relevant
and interesting, in this chapter, the data obtained from the questionnaire were
presented and analyses in order to answer that research question. A rather
impressive respond rate of 400 representing 100 percent (100%) were retrieved
and analysed. The data generated is presented below beginning with the
demographic variables which covered the 1st to 6th questions in the questionnaire.
4.2.1 Demographic Data of Respondents
The table below shows the demographic data of respondents which include
their sex, age range, marital status, religious belief, occupation and academic
status.
40
Table 1:
Sex
Male
Female
Total
Frequency
260
140
400
Percentage
65
35
100
Age
20-29
30-39
40 and above
Total
Frequency
65
180
155
400
Percentage
16.2
56
38.8
100
Marital status
Single
Married
Divorced
Widow/widower
Total
Frequency
130
187
13
70
400
Percentage
32.5
46.8
3.2
17.5
100
Religion
Christianity
Islam
Traditional
Total
Frequency
380
20
--400
Percentage
95
5
--100
Occupation
Civil servant
Self-employed
Unemployed
Total
Frequency
180
130
90
400
Percentage
45
32.5
22.5
100
Qualification
SSCE/GCE
Diploma/OND
Graduate
Post graduate
Total
Frequency
150
90
145
15
400
Percentage
37.5
22.5
36.2
3.8
100
The demographic table shows that 260 (65%) respondent male while 140
(35%) respondent were female. According to the age range, 180 (45%) were in the
age bracket of 30 to 39 years. 155 (38.8%) were aged between 40 and above while
65 (16.2%) respondents fall within the 20 and 29 age range. On their marital
status, 187 (46.8%) of them were married, 130 (32.5%) were still single, 70 of the
41
respondents yielding 17.5% were widows or widowers and 13 (3.2%) of them
were divorced. According to their religious affiliation, 380 (95%) were Christians
while 20 (5%) were Muslims. Their occupation distribution shows 180 (45%)
were civil servants while 130 (32.5%) were self-employed, unemployed ones were
90 representing 22.5% of the total population. On the respondents’ academic
qualification, 150 (37.5%) of them were SSCE/GCE holders, 145 (36.2%) were
graduate while 90 (22.5%) were Diploma/OND holders, lastly, 15 (3.8%) were
Post-graduates holders. The indicates majority of the respondents were male, the
age range of 30-39 years dominated the respondents, there were more married
ones and majority were Christians, civil servants were more in number and
SSCE/GCE holders dominated the respondents.
4.2.1 Research Question 1
Research question 1, sought to find out if consumers are expose to Nokia
Mobile Phones and Coca-Cola products advertisements. To ascertaining this, data
generated from question 9 of the questionnaire was analysed to find answers to
this research question. Below is a table showing the respondents’ responses on
question.
Table 2: Distribution of respondents’ responses according to how they are
exposed to Nokia Mobile Phones and Coca-Cola products advertisements.
Response
Frequency
Percentage
No specific duration
22
5.5
Once in a week
28
7
Thrice in a week
90
22.5
Everyday
260
65
Total
400
100
The results of the above table indicate that 260 (65%) of respondents were
exposed to Nokia Mobile Phones and Coca-Cola products advertisements on daily
basis, 90 (22.5%) were exposed thrive in a week, 28(7%) were exposed once in a
42
week, 22 (5.5%) do not have specific duration of time they were exposed to Nokia
Mobile Phones and Coca-Cola products advertisement. These results point to
Okenwa’s view, (2002: 28), that mass media content are open to everybody that
care to consume them as they come to the people free of charge. Individual
interest come to play a role in choosing a media to expose oneself to get the
message, as different levels of exposure were seen from the table.
Moreover, the higher number of the respondent which represent 260 (64%)
of then show that more people expose themselves to the advertisements. Media
consumers access messages they are aware of. So, the number of respondents who
expose themselves to
Nokia Mobile
Phones and Coca-Cola
products
advertisements were really high.
4.2.2 Research Question 2
Research question 2, sought to understand if Nokia Mobile Phones and
Coca-Cola products advertisements affect the buying habits of the products by the
populace. To ascertain this, data from question 10 of the questionnaire were
anlaysed to derived answers to the research question.
Table 3: Distribution of the respondents’ responses according to whether they
are influence by Nokia mobile phones and Coca-Cola product advertisements
Response
Frequency
Percentage
Yes
390
97.5
No
10
5.5
Total
400
100
The results of the table above show that most of the respondents were influenced
by Nokia Mobile Phones and Coca-Cola product advertisements. Out of 400
respondents, 390 (97.5%) were influenced by the advertisements while 10 (2.5%)
responded negatively, signifying that these 2.5% of the respondents are not
influenced by Nokia Mobile Phones and Coca-Cola products advertisements.
43
Now, the 10 respondents who responded negatively in the above question
were, therefore, not qualified or are now exempted from answering the remaining
question as they were geared towards generating answers to question that are
related 10 Nokia Mobile Phones and Coca-Cola products advertisements. The
remaining questions would only be answered by 390 respondents.
Analysis from the table prove Anaeto right as stated in Behaviour theory that
media consumers are influenced to change attitude based on messages from the
mass media. The respondents 390 (97.5%) was a prove as they show interest by
their positive response.
Research Question 3
Research question 3, sought to know how consumer’s levels of exposure to
Nokia Mobile Phones and Coca-Cola products advertisements affect their
preference for the advertised brands. To ascertain this, data from question 14 of
the questionnaire were analysed to provide answers to this research question.
Table 4: Distribution of the respondents’ responses according to how their
levels of exposure to Nokia Mobile Phones and Coca-Cola products
advertisements affect their preference for the advertised brands.
Response
Frequency
Percentage
Yes
338
86.7
No
35
9
Can’t say
17
4.3
Total
390
100
The analysis on table 4 reveal that, majority of the respondents 338 (86.7%)
affirmed that they know that their levels of exposure to Nokia Mobile Phones and
Coca-Cola products advertisements can influence them to buy the products, while
35 (9%) respondents responded negatively. Seventeen (4.3%) respondents were
undecided. That higher number of respondents that affirmed that Nokia Mobile
Phones and Coca-Cola products advertisements influenced them to buy the
44
advertised brands proved agenda setting theory right. When messages for any
product are dished one regularly, the tendencies for the people to respond
positively is very high. Psychological disposition of all media message consumers
can not be the same all the time, this can be observed as 17 (4.3%) responded that
they were indecisive.
4.2.3 Research Question 4
Research question 4, sought to find if socio-economic status of consumers
can affect their responses to Nokia Mobile Phones and Coca-Cola products
advertisements. To ascertain answers to this inquiry, data from question 18 of the
questionnaire were anlayesd to derive answers to this research question.
Table 5: Distribution of the respondents’ responses according to whether
their socio-economic status can affect their response to Nokia Mobile Phones
and Cola-Cola products advertisements.
Response
Frequency
Percentage
Yes
365
93.5
No
10
2.5
Can’t say
15
4
Total
390
100
The results of the above table show that majority of the respondents 365
(93.5%) affirmed that socio-economic status of individuals affect their response to
Nokia Mobile Phones and Cola-Cola products advertisements while 15 (4%)
respondents responded negatively. Which signify that only 15 respondents said
that socio-economic status cannot affects them in responding to these brands
advertisements. Moreover, 10 (2.5%) respondents with undecided. These different
views from respondent prove that people’s point of view varies even in term of
how their socio-economic status affects their ability to act upon Nokia Mobile
Phones and Coca-Cola products advertisements.
45
4.2.4 Research Question 5
Research question 5, sought to find out how factors such as colours, quality,
technicalities or combination of influence consumer preference for Nokia Mobile
phones and Coca-Cola products. To ascertain this, data from question 21 of that
questionnaire were analysed to derive answers to the research question.
Table 6: Distribution of the respondents’ responses according to whether
factor(s) such as colours qualities, technicalities or combination of all can
influence consumer preferences for the advertised brands.
Response
Frequency
Percentage
Colours
130
15.3
Technicalities
180
21
Quality
220
25.7
Combination of all
325
38
The frequency in table 6 above exceeded the 390 respondents who were
qualified to answer this question because the respondents were given opportunity
to tick as many options as applied to them. The results indicate or show that the
combination of all the mentioned factors had the highest responses with 235 (28%)
followed by quality with 220 (25.7%), technicalities factor had the respondents of
180 (21%), aesthetic aspect had 130 (15.3%) of the respondents. The 325
respondents that ticked combination of all shows that people prefer discerning
many factors before making choice of purchasing or not to purchase advertised
products.
Moreover, those that ticked all the option were 180, followed by 138 that
ticked quality, 20 ticked technicalities, 130 ticked aesthetic, 65 ticked quality and
aesthetic. These other respondents that selected some factors instead of
combination of all proves our different tastes and values. All these play different
roles when people make decisions.
46
4.2.5 Research Findings
After empirical analysis of data gotten from the questionnaire, below were
major findings of the research work.
 It was observed that respondents were aware of Nokia Mobile Phones and
Coca-Cola products advertisements.
 Nokia Mobile Phones and Coca-Cola products advertisements affect the
buying habits of these products.
 It was equally observed that regular exposition to Nokia Mobile Phones and
Coca-Cola products advertisements affect consumers’ preference for the
products.
 It was observed that socio-economic status of consumers affect their
response to Nokia Mobile Phones and Coca-Cola products advertisements.
 There were other factors such as colours, technicalities, quality and
combination of all that affect consumers to have preference for the
products.
4.3
Discussion of Findings
The findings of the following research questions were discussed here:
1.
Are consumers exposed to Nokia mobile phones and Coca-cola products
advertisements?
2.
Do Nokia mobile phones and Coca-cola products advertisements affect
the buying habits of these products by the populace?
3.
Do consumers’ levels of exposure to Nokia mobile phones and Cocacola products advertisements affect their preference for the advertised
brands?
4.
Does socio-economic status of consumers affect their response to Nokia
mobile phones and coca-cola products advertisement?
The findings of research question (1) show that all the respondents were
aware of Nokia mobile phones and Coca-cola products advertisements. All the
respondents confirmed their awareness as 400 (100%) respondents affirmed
47
positively. This agree with the study by Belch (2004) who observes that reaching a
target audience can be achieved when advertisers know about the interest of
expected consumers.
The findings of research question (2) show that Nokia mobile phones and
Coca-cola products advertisements affect the buying habits of these products by
the populace, majority of the respondents 390 (97.5%) were influenced by Nokia
mobile phones and Coca-cola products advertisements while 10 (2.5%) were not
influenced by the advertisements.
The findings of research question (2) support the study on consumers’
behaviour and marketing strategy by Kitty (2006:273) who observes that when
advertisements were packaged well to the taste of expected consumers, they
usually get influenced by it.
The findings of research question (3) show that consumers’ levels of
exposure to Nokia mobile phones and Coca-cola products advertisements affect
their preference for the advertised brands because 338 (86.7%) respondents accept
that their level of exposure to Nokia mobile phones and Coca-cola products
advertisements can influence them to purchase the products. This is in
contradiction to Freedman (1977:233) that posits that selective exposure bars
information reception and constitutes a prime mechanism by which people resist
influence. The findings of research questions (3) also proves that majority of the
respondents 265 (67.9%) affirmed that Nokia mobile phones and Coca-cola
products advertisements were packaged to influence them buy the advertised
products only. In addition to responses to this research question, there were
different reasons why they believed that they were influenced and they were
properly itemized. Some of the respondents said that the frequent and repeated
exposure to billboards containing the product adverts affect their consciousness
positively while some said that the advert jingles were mostly interesting and
contains human angle messages. When the researcher interviewed some
respondents to ascertain why they were not influenced by the product adverts, they
48
complained that they were too busy to give attention to Nokia mobile phones and
Coca-cola products advertisements. The findings of research question (4) equally
show that majority of the respondents, 365 representing 93.5% affirmed that
socio-economic status of the populace affect their response to Nokia mobile
phones and Coca-cola products advertisements.
The summary of the findings is that the populace or consumers were
influenced by Nokia mobile phones and Coca-cola products advertisements. It was
equally confirmed from responses of respondents that other factors like levels of
exposure to the advertisements, socio-economic status of consumers equally
played varied roles in influencing consumer to allow Nokia mobile phones and
Coca-cola products advertisements to affect their preference to purchase the
advertised products.
49
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1
Summary
The fulcrum of this study was to ascertain patterns of Brand Advertising
and consumer Disposition a study of Nokia mobile phones and Coca-cola products
advertisements. The study x-rayed the effects of exposure to Nokia mobile phones
and Coca-cola products advertisements on the buying habits of the populace. The
study also aimed at finding out the relationship, if any, between the pattern of
Nokia mobile phones and Coca-cola products advertisements on populace’
disposition to purchase the products advertised with a focus on the residents of
Enugu metropolis. The Enugu metropolis was chosen because of the
metropolitican nature of the city and because people from different part of the
federation are living in the city, hence any research conducted in the city cuts
cross the whole Nigeria.
The survey method was the research design with the questionnaire forming
the measuring instrument. The responses of 400 respondents of Enugu metropolis
were analyzed to enable the researchers to unravel the research problem.
Meanwhile, four research questions was raised to answer the research problem.
Research question one assessed whether the populace were exposed to Nokia
mobile phones and Coca-cola products advertisements. The findings reveal a high
level of awareness as all the respondents attested to the fact that they were aware
of the advertisements. Equally, established from the study was the fact that (66%)
confirmed that they were regularly exposed to the Nokia mobile phones and Cocacola products advertisements
Research question two seek to find out if Nokia mobile phones and Cocacola products advertisements affect the buying habits of these products by the
populace. The study proved that majority of the populace were influenced by
Nokia mobile phones and Coca-cola products advertisements with just 2.5% of the
respondents who were negative in their responses. The responses from the open
50
ended questions conducted on this question reveals the impact of Nokia mobile
phones and Coca-cola products advertisements based on the strategies adopted by
the advertisers were infact very high and this research question was the crux of
this study. The research question three sought to find how levels of exposure to
Nokia mobile phones and Coca-cola products advertisements affect preference for
the advertised brands. It was discovered that 86.7% of the respondents knew that
levels of exposure to the brand advertisements affect their preference to buy the
products. Since 100% of the respondents were not affirmative on this issue, the
results showed that attitude to Nokia mobile phones and Coca-cola products
advertisements slightly differs. Although majority of the respondents answered in
the affirmative, few respondents answered differently and this attitude directly
corresponds with the individual difference theory, social categories theory and
uses and gratification theory which form the theoretical framework of this study.
Research question four sought to find out if socio-economic status of consumers
affect their response to Nokia mobile phones and Coca-cola products
advertisements. The 93.5% of the respondents affirmed that socio- economic
status of respondents affects their response to Nokia mobile phones and Coca-cola
products advertisements. There were different responses from this research
question as 2.5% responded negatively. The result show that there is significant
margin between those that responded otherwise.
5.2
Conclusion
For many practical-oriented management, the clear indicator
of
effectiveness of any marketing programme is its ability to generate sales. While
there has been a heavy dose of controversy as to what such a measure should be
applied to advertising, it is a settled fact that advertising represents a commitment
of organizational resources and like any other input should yield beneficial
outputs. Patterns of brand advertisements adopted by manufacturers to project
their products to expected end-users determine positive or negative response to the
advertised brands. Nokia mobile phones and Coca-cola products advertisements
51
that come in different forms was discovered as strategies to lure the populace to
purchase these products.
Based on the findings, the following conclusions were drawn; the populace
were exposed to Nokia mobile phones and Coca-cola products advertisements and
were influenced to purchase those products. The level of exposure to these
advertisements determines its effects on the consumers and different level of
exposure were equally observed. This conclusion brings to light the individual
differences, social categories and uses and gratification theories that form the
bedrock of this research which state that peoples’ psychological disposition, taste,
age and background affect their response to stimulus, as social beings, people
associate to others and different group people belong to affect their attitude and
response to issues. Moreover, people use the media for unique purposes based on
what they stand to gain from using them. The findings point to the fact that the
effect of individual differences in people and group belonged to and gratification
they stand to gain affect their response to brand advertisements usually in different
levels.
Another expected ways to further understand how patterns of brand
advertising affect expected consumers’ response to advertised brands, further
research should be conducted. It would be beneficial to use academic institution as
a brand to be projected to the public using different strategies through the media to
see the response of the populace. Another research could as well be conducted on
the same topic in any university environment and see what the result would be. It
would also be beneficial if the study is repeated in some other cities in Nigeria.
52
5.3
Recommendations
Based on the findings of this study, the under listed recommendations are
hereby made for considerations.
 Advertisers should make Nokia mobile phones and Coca-Cola products
advertisements moderately entertaining and brief so as to induce audience
continued regular exposure to the advertisements.
 An evaluation or monitoring team should be arranged by advertisers to
conduct impact assessment on the populace to ascertain their taste and
interest on regular basis to affect change on the advertisements.
 It is necessary for advertisers to give full details about advertised products.
This will give way for trust and easy assessment by the consumers even on
Nokia mobile phones and Coca-cola products.
 Placement of advertisements should target favourable hour when
consumers are believed to be more opportune to access the message.
53
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55
APPENDIX
Questionnaire
Department of Mass Communication,
University of Nigeria, Nsukka.
December, 2010.
Dear Respondent,
As part of the requirement for obtaining a master of Arts degree in the Department
of Mass Communication of the above named University, I am carrying out a
research work on “Consumer Disposition Towards Brand Advertising: A
Study of Nokia Mobile Phone and Coca-Cola Products”
In the process of assisting me in realising this research goal, I would heartily
appreciate your honest and unbiased responses to the questions in this
questionnaire. All information provided will be treated with strict confidence.
Thanks for your understanding and cooperation.
Yours faithfully,
Eyeke, Solomon Eyeke.
(The Researcher)
56
Instruction: Please tick () against your chosen response and record your
views/opinions where necessary.
Section A: Demographic Data
1.
Sex (a) Male
Female
2.
Age Range (a) 20-29
3.
Marital status (a) Single
(b) 30-39
(c) 40 and above
(b) Married
(c) Divorced
(d) Widow/Widower
4.
Religion (a) Christian
(b) Islam
(c) Traditional equivalent
5.
Occupation (a) Civil Servant
(b) Self-employed
(c) Unemployed
6.
Qualification (a) SSCE/GCE
(b) Diploma/OND
(c) Graduate
(d) Postgraduate
Section B: Psychographic
7.
Are you aware of Nokia mobile phones and Coca-cola products
advertisements? (a) Yes
8.
(b) No
Do you have access to media for Nokia mobile phones and Coca-cola
products advertisements? (a) Yes
9.
(b) No
How often are you exposed to Nokia mobile phones and Coca-cola
products advertisements? (a) No specific duration
(c) Thrice in a week
10.
(b) Once in a week
(d) Everyday
Are you influence by Nokia mobile phones and coca-cola product
advertisements? (a) Yes
(b) No
57
11.
If yes, which aspect(s) of the advertisements influence influences you?
(Tick as many options as applied to you).
12.
Do you notice advertisement strategies by Nokia mobile phones and Cocacola products adverts? (a) Yes
(b) No
(c) Can’t say
13.
If yes, how? ………………………………………………….
14.
Do you know that your level of exposure to Nokia mobile phones and
Coca- cola products advertisements can influence you to buy the products?
(a) Yes
(b) No
(c) Can’t say
15.
If yes, state your reason(s) …………………………………….
16.
If No, state your reason(s) …………………………………….
17.
Do you know if Nokia mobile phones and Coca-cola products
advertisements were packaged to influence you to buy the products only?
(a) Yes
18.
(b) No
(c) Can’t say
Can your Socio-economic status affect how you respond to Nokia mobile
phones and Coca-cola products advertisements?
(a) Yes
(b) No
(c) Can’t say
19.
If yes, state your reason(s) ………………………………….
20.
If no, state your reason(s) …………………………...….…..
21.
Can factors such as colours, quality, technicalities or combination of all
influence your preference for Nokia Mobile Phones Coca-cola products?
22.
Do your consider many factors before purchasing Nokia Mobile Phones
and Coca-cola products despite regular advertisements?