ABSTRACT
The research examined the influence of Dettol soap advertisement and
consumers patronage in Uyo metropolis. The study was chosen in order to find
out to what level did Dettol soap really actualize its advertisement goal, the
study’s design was the survey in which the study’s tool was the questionnaire.
The study’s population was 554,096, and the study’s sample size was determined
from the statistical tool Yaro Yamani. Findings revealed that a greater
percentage of respondents were unable to patronize Dettol soap because its
advertisement procedures were inconsistent in terms of reaching to the target
consumers via effective communication advertising channels. Based on these
findings, the study recommended that Dettol soap company should engage in
effective advertisement of its product. The regular and consistent up – to-
date training on Dettol soap should be given to the advertising agency so that
they can communicate to the public about the beneficial uses of the product.
Lastly, advert campaign of Dettol should be diversified.
TABLE
OF CONTENTS
Cover page
Title Page
Certification - - - - - - - - i
Dedication - - - - - - - - ii
Acknowledgement - - - - - - - iii
Abstract - - - - - - - - - iv
Table of content - - - - - - - v
CHAPTER ONE: INTRODUCTION
1.1 Background of the study - - - - - 1
1.2 Statement of the problem - - - - - 4
1.3 Objectives of the study - - - - 5
1.4 Research Questions - - - - - - 6
1.5 Significance of the study - - - - 6
1.7 Delimitation of the study - - - - 7
1.8 Limitation of the study - - - - 8
1.9 Definition of terms - - - - - 8
CHAPTER
TWO: REVIEW OF RELATED LITERATURE
2.1 Introduction - - - - - - 10
2.2 Evolution of Advertisement in Nigeria - - 11
2.3 Importance of Advertisement - - - - 12
2.4 Purpose of Advertisement - - - - 17
2.5 Advertising Media used by Dettol soap - - 21
2.6 Factors that determine the choice of Media - 25
2.7 An overview of Dettol Soap - - - - 28
2.8 Theoretical Framework - - - - - 29
CHAPTER
THREE: RESEARCH METHODS
3.1 Introduction - - - - - - 37
3.2 Research Design - - - - - 37
3.3 Population of the study - - - - - 37
3.4 Sample and sampling Techniques - - - 38
3.5 Instrument for Data Collection - - - 39
3.6 Validity of the Instrument - - - - 39
3.7 Method of data collection - - - - 40
3.8 Method of data Analysis - - - - - 40
CHAPTER FOUR: DATA PRESENTATION, ANALYSIS
AND DISCUSSION OF FINDING
4.1 Introduction - - - - - - 41
4.2 Presentation of data - - - - - 41
4.3 Discussion of findings - - - - - 47
CHAPTER FIVE: SUMMARY, CONCLUSION
AND RECOMMENDATIONS
5.1 Introduction - - - - - - 50
5.2 Summary
- - - - - - - - 50
5.3 Conclusion - - - - - - - 51
5.4 Recommendations
- - - - - - 51
REFERENCES
APPENDIX
QUESTIONNAIRE
CHAPTER
ONE
INTRODUCTION
1.1 Background
to the study
In order to survive and successfully operate in a competitive
environment, makers of Dettol product attach great importance to advertising.
The essence of advertising of Dettol product is to provide consumers with
product information as well persuading them to buy. The consumers of Dettol
product on the other hand deserve it relevance information passed on in an
advertisement in order to meet their hygienic and domestic needs.
The
rise advertising industry has been observed due to the need to pass on relevant
information about domestic products and other services that need to be known by
the consumers. Advertising has helped to know the business world and it has
also kept consumers aware of the products concerned. Advertisers have not
relented their efforts in effecting the uses and identification of such
product. Advertising in most cases remains the most ultimate consumers of the
availability and presence of such product. Advertising can no longer be
neglected because it is a crucial factor in marketing of products even in
non-profit oriented institution or firms.
Busari
(2002:44) states that advertising is any paid form of non-personal
communication about an organization or its products to a target audience
through a mass/broadcast medium by an identified sponsor. It should be observed
that for any promotional activity to be called advertising, it must be paid.
More so, advertisement as a promotional tool tends to remind, reassume and
influence the decision of the consumers because an advertisement itself
enlighten, educate and persuades consumers on their acceptability of the
product again.
Again Busari (2002:68) forwards such definition that:
Advertisement in such a media as print
(Newspaper, magazine, billboards, and flyers) or broadcast (radio, television)
typically consist of pictures, headlines, information about the product and occasionally
a response coupon. Broadcast advertisement on the other hand consists of an
audio or video narrative that can range from 15 seconds spots to longer
segments known as infomercials, which generally last 30 to 60 minutes.
Advertisement can also be seen on the seats of grocery
carts, on the wall of airport walkways on the sides of buses, airplane and
train. Advertisements are usually placed anywhere an audience can easily access
them.
1.2 Statement of the problem
While
researching on the influence of Dettol soap advertisements and consumer
patronage in Uyo metropolis, the researcher tried to identify exactly if Dettol
soap could be known without product advertising and to what level consumers do
react to the advertisements of Dettol soap product. In a growing economy such
as Nigerian it is often difficult to have a regular and consistent increase in
the sales volume of a product because of the political and socio-economic
instability in the country which directly affect the standard of living and the
purchasing power of the consumers.
In order
not to deviate from the original intention and motive, the following key
factors will help identify the effect of advertising on consumer buying
behaviour as regards Dettol product in Uyo metropolis. To find out if Dettol Company
could grow ignoring advertising. To find out if Dettol soap has been patronized
by the ultimate consumers and up to which extents.
1.3 Objectives of the study
The objectives of the study specifically intend to;
1. find
out the level in which Dettol soap advertisement influence consumers
2. assess the extent to which advertisement
programme reflect on the sales volume of
Dettol soap
3. identify views of consumer of Dettol
soap on its effects of advertising
through the various channels of communication.
4. recommend
effective advertising strategies of Dettol soap on Uyo consumers
1.4 Research Questions
The
research questions formulated were;
1. What
is the level in which Dettol soap advertisement influence consumer?
2. How
do we assess the extent to which advertisement programme
reflects on the sales volume of Dettol soap?
3. How
could we identify views of consumers of Dettol soap on its effect of advertising through the various channels of communication?
4. What
are the effective advertising strategies of Dettol soap that could be recommended by Uyo consumers?
1.5 Significance of the study
In the study, the researchers believe that the study will have the
following significance:
1. It will be personally useful to the
researchers because it will increase
their awareness on Dettol soap advertisement.
2. It will serve as a useful guide for media
practitioners mostly those working in the area of advertisement.
3. It
will reveal the influence of advertising of Dettol soap on the buying behaviour of Uyo consumers.
4. Those
who will benefit from the study will be students of mass communication, future researchers, management of Dettol soap company and the general public
specifically Uyo consumers
1.6 Delimitation of the study
The study’s scope is Uyo metropolis. The residents of the metropolis
shall be interviewed on the influence of Dettol soap advertisements and
consumer patronage.
1.7 limitation of the study
This research study was constrained by inadequate data and information,
which in most cases were not adequately answered by respondents. Lack of fund
on most cases restricted the researcher’s movement to the designated places.
1.8 Definition of terms
Relevant terms associated to the study have been defined. These are:
Influence
It refers to the capacity of Dettol soap
advertisements to have an effect on the consumers.
Advertisement
Refers
to the act or practice of calling attention to one’s product i.e Dettol soap
Transit Advertisement
It refers to a relatively mirror volume of the
advertisement placed in or on public buses, cars and other commercial vehicles.
Consumers
This is the person (s) on which the advertisement
and product/services are directed. There these consumers are known as buyers of
Dettol soap.
Patronage
Refers to the financial support given by customers
in which they purchase Dettol soap
Product
This can represent anything a consumer acquires or
might acquire to meet a perceived need for instance Dettol soap.
Sales
This is a process of selling Dettol soap at a given pint in time
