The Effect of Television Advertisement on the Buying Habit of Customers - Term Paper Example

MEDIA-THE EFFECT OF TELEVISION ADVERTISEMENT ON THE BUYING HABIT OF CUSTOMERS Name Institution Table of Content Page Abstract 3 Introduction……………………………………………………………………………4 Objective of the study………………………………………………………....5 Hypothesis……………………………………………………………………..6 Significance of the study……………..………………………………………..5 Conceptual Framework of the study……………………………………..……7 Methodology……………………………………………………………………….….9 Research method………………………………………………………..……..9 Research strategy and design…………………………………………………..10 Data type collection, source, and analysis………………………………….….10 Sampling……………………………………………………………………….12 Discussion 12 Conclusion 14 References……………………………………………………………………………..15 Abstract The purpose of this study is to analyze the effects of the media components on the consumer purchase decisions and therefore, consumer behavior. With a more specific analysis of television, this paper is keen on the influences that television set on the perception of different products and services on the potential or actual consumer of the products. With the global pace of development and thus advancements, every organization and brands are heavily investing a lot of their capital on marketing as this is the only way of reaching the actual and potential customers of their products and services. Marketability of a firm’s products and services is what determines the firm’s share of the market, without which the firm’s competitiveness become null and may face a possible liquidation. For this reason and many others, firms market their brands and images in order to influence their customers to exact some brand loyalties, make some purchases, and convince others to purchase these products in the process of satisfying their wants. In this case, advertisement through such medium as television plays the psychological parameter. The analysis of the consumer behaviors and what affects these behaviors are directly linked to the creation of the need of a product or a service, the affordability of the product, and the brand image of the product thereby leading to brand loyalty attached to the product or service. According to Lüdicke (2006), a satisfied customer will influence many other customers positively. Therefore, peer influence is deemed important in consumer behavior (Sheth, et.al. 2008). Advertising has the same effects as peer influence have on the purchasing habits of an individual. More importantly, television is deemed more and extremely attractive than other media components. This paper rely on a keen focus on these effects that television has on the overall purchase habits of an individual in order to adopt a reliable conclusion that can also be relied upon about consumer behavior and the media. Introduction Consumer behavior is influenced by many attributes of life. One of the attributes is the psychological component of consumer perception. According to Palmer (2012), consumer make decisions to purchase, and therefore to consume a product or a service after some factor analysis. Some of these perceptions are the main determinant of the marketers to tailor-make the product image to suit the perception of the consumers. One of the elements of convincing consumers of the suitability of different products and services to satisfy their needs is the use of media like television and newspapers. Products awareness, and brand introduction as well as promotion are majorly done in these media and customers can make pre-judgment on a product before actually consuming it (Sheth, et.al. 2008). Advertisements are therefore a very important marketing tool that is used by different companies to reach their customers and spread to different niches of the market. With a complete overview of the hypothesis, and concepts, this study is interested in to determining the media effects on the buying habits of the consumers of different products and services. The paper will also, through different aspects of methodology collect, examine, and analyze some of the effects that television advertisements have on the consumers of different products and services, finally, the research will come up with a reliable conclusion that can be depended upon or form part of the body of knowledge concerning the media effects on the consumers of different products and services. Significance The significance of this study is attached to its aims of uncovering the effects and role that media play in influencing the decisions that different consumers of different products and services make when making purchase decisions. The components of the customer behavior are completely attached to the psychological mindset about a products or service. Therefore uncovering some of these psychological effects and awareness make the study very significant, especially to the bigger product marketing. Though there exists a great deal of literature in the same area of study in this case however, this study adopts an independence strategy in its methodology and expects to add to the body of knowledge that already exists in the same field. Its findings could be used as reference materials in further research in the same field in future. This study will adopt a qualitative approach with some quantitative techniques adopted to respond to some specific research questions. Future studies however could rely on qualitative information that shall be obtained to execute an extensive quantitative research in the same field, especially in marketing. The potential findings of the study are also important especially due to their contribution to the existing body of knowledge concerning the media effects on the consumers of different products and services, especially television. For more sustained advertisement effectiveness, and more reliable psychological effects of the media on the potential and the actual consumers of different products and services, this study forms a reference and basis for future studies in the same field. Objectives of the study The study will pursue a general objective of examining the effect of media (Television) Advertisement on the Buying Habit of Customers. In this case, the primary goal of the study is prioritized on the specific buying habit of customers that are affected through advertisements. However, to effectively address the topic of study, the following specific objectives of the study shall be pursued: i. Look into the returns that companies get through investment in media advertisement ii. Identify the area of interest that marketers consider when advertising a product or service iii. To look into the impact that advertisements have on the perception of consumers before they make their purchase decisions iv. Identify the comparative effects of television in advertising a product in consideration of other media components like newspapers, billboards, radio among others v. Look into the specific effects that television have on consumer behavior through preference analysis of the marketers Hypothesis The study will involve justification to its finding through hypotheses tests. Testing the research objectives, the study will be using the T-tests for the entire hypothesis, since the sample of the study will be less than 30 and unknown population standard deviation. For independency, chi-square test will be used. The hypotheses involve the following tests of significance of the study variables: 1. Hypothesis: There is significant correlation between returns and investment on television advertisement Null hypothesis, Ho: there is significant relationship between returns and investment on television advertisement Alternative hypothesis, H1: there is no significant relationship between returns and investment on television advertisement 2. Hypothesis: There is a significant correlation between television advertisement and their effects on consumer behavior Null hypothesis, Ho: There is a significant correlation between television advertisement and their effects on consumer behavior Alternative hypothesis, H1: There is no significant correlation between television advertisement and their effects on consumer behavior 3. Advertisements through television has more effects on consumer buying habits than other media components Null hypothesis, Ho: Advertisements through television has more effects on consumer buying habits than other media components Alternative Hypothesis, H1; Advertisements through television has the same effects on consumer buying habits just like other media components Concept This study will be based on the concept of the consumer behavior and the concept of marketing in order to address the topic of study effectively. The concept of consumer behavior Consumer behavior depends on the cardinal and the ordinal approaches. The cardinals’ concept assumes that consumer wants are unlimited and are of different intensity. This means that since the resources to satisfy these wants are limited, certain choices must be made. Economic forces are analyzed in this concept to determine what make a consumer choose to purchase a particular product to satisfy his or her want (Britt, 2007). The ordinal concept on the other hand assumes that demand of a product depend on the level of satisfaction that is associated with the product. Utility is a subjective function in this case, and can be associated to a product due to different factors that influences the consumer. The concept of marketing Marketing concept depend on the marketing strategies that marketers employ to attract different customers of different tastes and preferences. Market analysis is very important for every profit making organization because out of the analysis will they come out with relevant marketing mix that suit customers (Baker & Saren, 2010). According to Deaton & Muellbauer (2004), marketing mix is all the components of product, price, place, and promotion. Mix of all these factors has their way into the consumer behavior patterns. Marketing theories also involve the consumer decision making processes based on the Maslow’s hierarchy of needs and through other marketing environment. Marketing segmentation is also an important concept of marketing and determines how firms attract their customers (Britt, 2007). Methodology Research methods The main research method that this study adopts is the survey study techniques. In this regard, the study uses a cross sectional survey which is used to gather information on a population at a single point in time (Babbie, 2006). Survey instruments like questionnaires and interview schedules are used in this case. This is a study seeking to explore and determine media effects on the consumers of different products and services more so television thus, besides surveys techniques; it will seek to utilize some of the exploratory techniques of research since more literature exists with respect to the effect of Television Advertisement on the Buying Habit of Customers. Analytical techniques of research will be used to assess the relative magnitude of the effect of Television Advertisement on the Buying Habit of Customers. According to Babbie, (2006), the study methods mentioned above are adopted so that a higher depth of the study is achieved and also to ensure that the possible limitations to the study are minimized. Research strategies The independence strategy is adopted so as to enable the study extract and analyze variables that may not have been envisaged at the initial stage of the research. The logic strategy is however adapted to aid in the formation of conclusion about the objects and the topic of study based on the data collected and review of literature (Babbie, 2006). The research will strategies the consumer buying habits as the dependent variable and the media adverts, especially television adverts as the determining factor of the consumer purchase decisions, this strategy is deemed important since media adverts are aimed at influencing the consumer habits of buying and perceptions of different goods and services to a specific dimension while maximizing their sales, as the consumer maximizes their utility. Design of the study This study assumes a research study design on the effect of Television Advertisement on the Buying Habit of Customers. It will utilize both qualitative and quantitative research techniques in order to minimize the limitations or constraints that may face the study. Qualitative research techniques will be used to review the qualitative data and literature on the topic of study. Information from marketing materials and concepts will be qualitatively reviewed. These materials will include magazines, text books, journal articles and other relevant scholarly material from libraries and archives. The quantitative techniques however were deliberately introduced to address specific research questions and specific objectives of the study. These techniques will involve descriptive statistical measures like measures of central tendency on the variables i.e. effect of Television Advertisement on the Buying Habit of Customers and others, measures of dispersion e.g. standard deviations and more importantly measures of relationships e.g. the regression. Data type and source, analysis, and interpretation The research seeks to utilize both primary and secondary data. The qualitative and quantitative data will be collected for analysis and formation of credible conclusion on the research questions and topic of study. Secondary data shall be extensively collected from both soft and hard copies of text books containing information on environment. Empirical information shall also be collected from journal articles and other scholarly materials. On the other hand, primary data shall be obtained from the actual field of study way of administered research instruments (Babbie, 2006). Field quality control checks shall be adhered to in order to avoid interviewer and interviewee effect, non sampling errors among other short comings. At a more practical sense, the study will extract primary data by administering a questionnaire to the members of the sample on the effect of Television Advertisement on the Buying Habit of Customers. Qualitative data shall be analyzed by way of content analysis while quantitative data shall be fed into SPSS so as to effectively extract measures consistent with the objectives and effect of Television Advertisement on the Buying Habit of Customers, which is the topic of the study. Interpretation and presentation based on the objects and topic of study shall respectively follow thereof. Based on the study design adopted, this study will encounter two types or sets of data as described above in order to effectively analyze the effect of Television Advertisement on the Buying Habit of Customers. This data set will be analyzed therefore through qualitative data analysis and quantitative data analysis. Qualitative data analysis will involve intensive content analysis and review of literature. Quantitative data analysis will involve examination of trends determining of measures of dispersion i.e. standard deviation, variance and others, measures of central tendency i.e. the mean, mode and median and lastly measures of dispersion which will include regression, and correlation analysis. Pie charts will also be used to assess the threshold of opinions expressed by the respondents on the variables outlined in the questionnaires and interview schedule. The interpretation of the results after the data analysis shall seek to address the research questions, objectives and topic of study. Under this, both the results obtained from qualitative and quantitative data analysis shall be utilized in the interpretation (Babbie, 2006). The results will then be presented in form of reports, tables, charts, illustrations and other forms of presentations that will be deemed necessary after the interpretation of the results of the research. During the presentation the conclusions and possible recommendations will also be outlined. The presentation of the results also shall ensure adherence to the objectives of the study, specific research questions and the topic of study. Sampling The study will assume convenient or purposive sampling technique in order to acquire the necessary data for analysis purposes. Under this technique, 5 areas will be randomly selected from within a specific stratum with each study area (strata) having a maximum of ten interviews will be conducted. Interviews shall include only participants in these areas who have television sets in their households and have a real product and service life. Purposive sampling has been deliberately adopted so as to take advantage of the judgmental ability of the interviewer to determine the respondent who has the right information (Babbie, 2006), for instance concerning the consumer behaviors and factors that influence such behaviors. Discussion One of the indicators of growth and development is the global advancements on technological applications in the industrial production. Among the advanced sectors of economy is the media usage in passing information from the source to different people (Sheth, et.al. 2008). This information is much unbiased and reaches all levels and classes of people at the same time. Marketing firms have taken this technological growth to their advantage, making sure that informational awareness about different products and services reaches the intended potential and actual customers within the shortest time possible. This growth and development of media is consuming the society with an increasing rate, with television for instance taking a wider coverage of consumers. The addiction level on television is a measure of the time that people spend on television. This means therefore that television have a big influence especially when used to market a product or service. Although the evolution of the television shows over the years have resorted to some negative aspects like showing unwarranted sex and violence to capture some viewers, there are however some educational programs and product advertisements that are always catchy to many people (Sheth, et.al. 2008). At this level, it is practically true and right to admit that television advertisements have a massive influence on the consumer perception as well as patterns of consumer behaviors. In the same way, different media have been used to promote different products and services, like newspapers, magazines, radio, etc. Although all these media are fairly important in advertising a product to consumers, television has a wider coverage of consumers among them all (Polonsky & Mintu-Wimsatt, 2005). Television provides a more extensive advertisement method and change consumer behavior as well as providing new patterns for consumption. Advertisement is a vital component of product marketing since it provides aspects of buying power for the various products and services. As they alert the consumers of the product availability as well as product awareness, advertisement in effect affect the behaviors of the consumers. In the process of advertisement of products and services involve the use of media characteristics to convey the intended product message to the actual and potential consumers. Conclusion The aim of advertisements is create a need for a product or service. Through employment of television advertisements, marketers of different firms create these needs in a more real way since relevant situations are used. Customers are able to see the ability of the product to satisfy want. Adding to all the components of price (affordability), quality, and availability, marketers are able to insert some brand loyalty and image upon many consumers. In this case therefore, television advertisements are more effective than other components of the media and cover wider segments within the shortest time possible. References Babbie, E.R. (2006).Survey Research Methods. Belmont, CA: Wadsworth Pub. Co. Baker, M. J., & Saren, M. (2010). Marketing theory: A student text. London: SAGE. Britt, S. H. (2007). Consumer behavior and the behavioral sciences: Theories and applications. New York [usw.: Wiley. Deaton, A., & Muellbauer, J. (2004). Economics and consumer behavior. Cambridge [u.a.: Cambridge Univ. Pr. Lüdicke, M. K. (2006). A Theory of Marketing: Outline of a Social Systems Perspective. Wiesbaden: Deutscher Universitäts-Verlag. Palmer, A. (2012). Introduction to marketing: Theory and practice. Oxford: Oxford University Press. Peterson, R. A., Hoyer, W. D., Wilson, W. R., University of Texas at Austin., & IC² Institute. (2006). The Role of affect in consumer behavior: Emerging theories and applications. Lexington, Mass: Lexington Books. Polonsky, M. J., & Mintu-Wimsatt, A. T. (2005). Environmental marketing: Strategies, practice, theory, and research. New York: Haworth Press. Sheth, J. N., Gardner, D. M., & Garrett, D. E. (2008). Marketing theory: Evolution and evaluation. New York ; Toronto: J. Wiley. Read More