(A CASE STUDY OF INNOSON PLASTIC
INDUSTRY)
DEPARTMENT OF MARKETING
FACULTY OF MANAGEMENT SCIENCE
ABSTRACT
This
research work entitled “Television Advertising and product adoption in Enugu
metropolis (A case study of Innoson plastic industry)” underscore the influence
of television advertising in enhancing consumers’ adoption of a product. It
x-rays those unique attributes of an effective television advertising that
makes it more viable, and result-oriented than other advertising media. The
researcher employs survey research design. The researcher carried out a survey
of the television advertising of Innoson plastic industry and how it has
contributed to consumers adoption of their product, helped them out-weigh their
competitors and its profitability. In doing this, the researcher observed that,
why the television advertising of some plastic industry has not being
effective, profitable and result-oriented is because, most of them are not
really informative, inducing and reflective of the uses and benefits of the
products being advertised. Most of them also lack the criteria of effective advertising
by the national advertising agencies and they are not inconsonance with the
ethical and moral standards of the society. Hence, the researcher recommends
that, for there to be an effective television advertising that will be
profitable, inducing and contribute to the growth of an industry, such
television advertising must be informative, it must conform to public morality,
must be reflective of the quality, uses and benefits of the products being
advertised. Thus, any industry that employs all these criteria can adequately
compete with their competitors and also make profits.
TABLE OF CONTENTS
Title
i
Approval
ii
Certification iii
Dedication iv
Acknowledgement v
Abstract vii
Table
of contents viii
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 Significant of the Study 6
1.5 Research Question 7
1.6 Research Hypothesis 8
1.7 Scope of the Study 9
1.8 Limitations of the Study 10
1.9 Definition of Terms 10
CHAPTER TWO: RELATED LITERATURE REVIEW
2.0 Introduction 12
2.1 Production Adoption in the plastic market 12
2.2 Impact of television advertising on
product adoption 15
2.3 Employing Advertising in a competitive
industry 18
2.4 Criteria for effective television
advertising 21
CHAPTER THREE: RESEARCH METHODOLOGY
3.0 Introduction 24
3.1 The research design 24
3.2 The research population 24
3.3 Sample sizes determination 25
3.4 Sampling techniques 28
3.5 Sources of Data 28
3.6 Research instrument 29
3.7 Questionnaire design 29
3.8 Reliability and validity of the instrument 30
3.9 Questionnaire Administration 30
3.10 Method of data presentation and Analysis 32
CHAPTER FOUR: DATA PRESENTATION, INTERPRETATION
AND
ANALYSIS
4.0 Introduction 33
4.1 Return of distributed questionnaires 33
4.2 Analyses of data from Questionnaire 35
4.3 Testing the Hypothesis 42
4.3.1 Hypothesis 1 42
4.3.2 Hypothesis 2 45
4.3.3 Hypothesis 3 48
CHAPTER
FIVE: SUMMARY OF THE FINDINGS,
CONCLUSION AND RECOMMENDATIONS.
5.0
Introductions 51
5.1
Summary of the findings 51
5.2
Conclusion 52
5.3
Recommendations 53
Reference 55
Appendix
I
Appendix
II
CHAPTER
ONE
1.1 Background of the Study
Television advertising is very important because, without
complete knowledge and public awareness of the existence of a product, sales
and adoption of a product cannot take place.
Thus, the aim of all
advertising processes and media is to enhance public awareness of new and
existing products in other that adoption will take place and sales promoted.
Ebue (2000) states that, advertising is a non-personal
form of communication, representation of goods, services or ideas through a
paid media with the sole intent of promoting a company’s sales.
Though there are different advertising media, television
advertising tends to be the most effective medium of advertising. It has both
audio and visual impact, as the consumers are made to see and as well hear
about the product being advertised. That is to say, television advertising
avails the consumers of the opportunity to have adequate knowledge of how to
use the product, its benefits and quality make-up of the product, which
influences consumer purchase behaviour, and among other things, persuades the
consumers to adopt a product. This is because, by constant advertising a product
via television networks, the consumers could be persuaded to give the product a
trial even though they had not wanted to buy the product. For instance, if the
product being advertised is an edible product, with as well packaged television
advertising, the consumer may start salivating on viewing the products on
television. Also, if the product is such that provides services, with a well
packaged television advertising showcasing the benefits, features and uses of
the product, the consumer may be attracted to adopt the product.
Television advertising is an effective and efficient
media of advertising in that; it visualizes the attributes of a product in such
a way that, the consumers are motivated to adopt the product. It is often very
captivating, enticing, realistic and persuasive thereby influencing positively
the consumers purchase behaviour. This will make the companies not only record
high volume of sales but also their profit margin also increase as applied to Innoson
plastic industry.
Thus, according to Onyeka (1999), television advertising
presents a new life impression with its colour and movement combined. According
to him, it has large screen size that approximate the full live size of human
beings. This feature makes the television effective for advertising world.
Innoson plastic industry is a subsidiary of Innoson
automobile and chemical industry. The innoson plastic industry was incorporated
in the year 2002 and has a site at Plot W/L Industrial layout Emene, in Enugu
state. Given that Innoson Nigeria Limited was not initially established as a
plastic industry, the company faced lots of competition with other renowned
plastic companies that had been in the market before. There was high
competitive war between Innoson plastic and other plastic companies like
Leo-plast, KGM, Lion-king etc. Given that these companies had been in the
market for long and that consumers are already acquainted with the products, Innoson
was only known for automobiles like motorcycle, as a result, initially, there
was low volume of sales in Innoson plastic company. But with the application
and sponsoring of well packaged, enticing, informative and attractive
television advertising, Innoson plastic has today dominated the market in terms
of plastic products.
The volume of sales recorded by innoson plastic products
among other plastic industries today, depend to a very large extent on the
effectiveness and efficiency of the television advertisement of Innoson plastic
which presents Innoson products as very durable, beautiful, attractive and
decorative. For example, in the advert, the sight of a beautiful garden
decorated with Innoson plastic chairs could make a prospective consumer to
adopt Innoson product than going for Leo-plast, Lion king or KGM plastics.
Also, the sight of a heavy weight lifter standing on the plastic chair without
the chair breaking shows and gives the consumer the impression that Innoson
plastic chairs and other of its plastic products are very durable. This shows
that the screen performances are capable of inducing the consumers to patronise
a product.
Hence, the aim of this research is to find out the extent
to which television advertising leads to the adoption of a product using Innoson
plastic industry as a case study.
1.2 Statement of the Problem
Some television advertisers fail to realize their
intended benefits after their advertising campaigns which includes among other
things, influencing consumer purchase behaviour and also increasing in their
sales and profit margin.
Though television advertising is an effective medium of
advertising, its effectiveness however depends on the extent to which the
television station packaged the advertising performances and also the ability
and willingness of the company to sponsor an effective, efficient and well
packaged television advertising that will meet the companies sole target.
Some television station lacks the colourfulness and the
attractiveness of dramatic performance that can excite consumers and induce
them to adopt a product. In the same way, most companies choose to advertise
their products in local television stations that do not have the basic
components of effective television advertisement, thereby investing wastefully
on television advertisements that does not make the consumer adopt more of
their product which will make them to sale more and increase in their profit
margin.
Hence, the aim of this research work is to find the
extent to which television advertising leads to the adoption a product by the
help of an improved effective television advertising and how it enhances the
increase of companies profit margin though sales.
1.3 Objectives of the Study
1. To determine the extent to which
television advertising influences adoption of Innoson plastic products by
consumer.
2. To find out the extent to which Innoson
plastic products have been able to beat their competitions through television
advertising.
3. To find out ways through which Innoson
plastic industry can improve on their television advertising.
1.4
Significant of the Study
This research will be significant in
the following ways:
i. It will serve as a source of reference
for further studies and research especially for undergraduate students in the
field of marketing and other related disciple.
ii. It will contribute to what scholars
have written on the role of television advertising in promoting product
adoption and the increment of company sales and profit maximization.
iii. It helps to recommend effective
strategies for television advertising which will help to boost a company’s
sales among her competitors.
iv. It will help to enhance continuous
patronage of Innoson plastic products as it will be a source of advice to the
management of Innoson plastic industry on the best way to carry out their
television advertising.
v. It will x-ray some of the short comings
in most television advertising that have made them not to be much productive
and yielding and as such identify the ideal solution to these short comings.
vi. Above all, the research study will serve
as both educating and entertaining materials to members of the general public
especially those in the academic world.
1.5 Research
Question:
The following are some of the
research questions that will be used in the formulation of the hypothesis of
this research.
i. To what extent has television
advertising influenced consumer adoption of Innoson plastic products?
ii. To what extent does Innoson plastic industry
spends in television advertising?
iii. Does the television advertising influence
the adoption of Innoson plastic products?
iv. To which extent has television
advertising out weighed other medium of advertising?
v. To what extent has the television
advertising of Innoson plastic products helped the company to beat their
competitors in the plastic world.
vi. To what extent has television
advertising of Innoson plastic helped the company to maximize profit?
vii. Are there ways in which the television
advertising of Innoson plastic products perform better than those of other
plastic industries?
1.6 Researches
Hypothesis
The
following are the research hypothesis of this research study:-
Hypothesis 1
H0 - Television advertising of Innoson plastic
products has not influenced consumers’ adoption of the products.
H1 - Television advertising of Innoson plastic
products has influenced consumers’ adoption of the products.
Hypothesis
2
H0 - Television advertising of Innoson plastic products has not
helped the company
to beat their competitors in the plastic world.
H1 - Television advertising of Innoson plastic
products has helped the company to beat their competitors in the plastic world.
Hypothesis 3
H0 - Television advertising of Innoson Plastic
products has not helped the company to maximize profit.
H1 - Television advertising of Innoson Plastic
products has helped the company to maximize profit.
1.7 Scope
of the Study:-
This research is
focused on television advertising as well as its influence on the purchase
behaviour of consumers living in Abakpa and Emene in Enugu metropolis. In doing
this, the television advertising strategies of Innoson plastic Industry of
Enugu metropolis will be used as a case study.
This
research will also critically examine the extent to which the television
advertising of Innoson plastic has helped to promote sales of their product and
profit maximization of the company.
1.8 Limitations
of the Study
Lots of factors constituted challenges to this work.
i. Un-availability of enough required materials
needed for the research.
ii. Financial constraints which limits the
researcher’s running around for materials and other things needed for the
compilation of the work.
iii. The low level of knowledge and
understanding of most respondents constitute a problem to the filling of the
questionnaire.
iv. Time constraints.
1.9 Definition
of Terms
It is necessary to define some
of the terms that are used in this research. They include the following;
i. Television
Advertising:- This is the process through which the producers of products or services
uses television media to bring to the awareness of the consumers the existence
of their product, be it goods or services.
ii. Consumers:-
This
is generally referred to as the final consumers. They are those individuals for
who goods and services are produced for. They are referred to as those
individuals who need a product, be it good or services for their use or
satisfaction.
iii. Product
Adoption:- This refers to as consumes patronage of a product. It is the act of
choosing a product against other product either because of the goodness of the
product or the kind of advertising process employed by the producer of that
product.