A STUDY ON THE IMPACT OF TELEVISION ADVERTISEMENT ON THE BUYING HABITS OF FEMALE CONSUMERS, A CASE STUDY OF MARY KAY COSMETICS.
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF STUDY
Advertising is a marketing concept which aims to influence the buying behavior of customers. Whereas consumer behavior is the process and activity by which people select, purchase, evaluate and consume the product or service to satisfy the need or want.(Guolla, 2011)
Television is one of the most recreation sources for women because of its audio-visual communication.
Television (T.V.) enables the creative man to communicate by combining motion, sounds, words, color, personality and stage setting to express and demonstrate ideas to large and widely distributed audience.
T.V. advertisements usually play a role in either introducing a product or reinforcing the familiarity to the product and also convincing to purchase the product. Advertisements are among the most visible of the marketing strategy and have been the subject of a great deal of attention in the last ten to fifteen years. Advertisement cannot only change emotions but give subliminal message. Advertising today seems to be everywhere and ever present exerting a far reaching influence on the daily lives of people (Kotwalet al. 2008a). Advertisements develop self-concepts in order to induce purchase decisions.TV Advertising is a vital marketing tool as well as powerful communication medium. The basic objective of any advertisement is to stimulate sales, direct or indirect by trying to make tall claims about product performance.
Nowadays, there is a competition among marketers to grab consumer attention. Firms generally try to increase demand of goods or services by influencing customers’ preferences through advertising.
In olden times marketers used different signs and symbols to market their products and also to create awareness for the customers. With the advancement and technology development now organizations focus to use print and electronic media excessively. Use of different marketing promotional strategies has been identified as an effective tool of creating awareness among the consumer population. Among them is popular celebrity attachment with the particular brand. In developing countries where majority of the population live in remote areas; the effects of Television (TV) advertisement are very much high. In these areas TV advertisement enhances the satisfaction level of those products and they prefer to buy that one.(Vinod Kumar Bishnoi, 2009)
Television advertising employs attention grabbing trick such as catchy and pleasing music, lyrics, Jingles, humor and repeated messages. The impact of the advertisements is more on television than the print media or radio.
1.2 STATEMENT OF THE PROBLEM
One of the major responsibilities of any company after the production of new goods is to alert the public and make them aware of the new products through the aid of advertisement. Without adequate knowledge of products, the consumers will not know the type of brand, price and where to buy a particular good. It might be said that a good advertisement is a life wire of any production company.
Many organizations do not know the type of advertisement method to adopt in order to reach out to their target consumers. The advertisement method is also what motivates the buyers or consumers in response to their appeal to buy the manufacturers’ goods. . when the expected target consumers are not reached, this in turn affect the ourchase of the products. The consumers need a lot of conviction in order to buy a particular product, most especially if it has to do with a new product in the market. The advertisement slogan for each particular product of any company, has big role to play in persuading the consumers to buying the particular goods in question.
Effective advertising has to do with adequate marketing strategy of any particular company such as Mary Kay Nigeria. The advertising strategy to be adopted by any company should be determined after adequate market visibility has been done.
A STUDY ON THE IMPACT OF TELEVISION ADVERTISEMENT ON THE BUYING HABITS OF FEMALE CONSUMERS, A CASE STUDY OF MARY KAY COSMETICS.