Effects Of Television Advertising On Consumer Behaviour

This research work is aimed at isolating the effects of television advertising on consumer behaviour in Owerri Imo State, using Omo detergent as case study, Consumer behaviour is one of the most exciting areas of marketing. Marketing and advertising personnel put into consideration so many variables when pencilling down the strategies to be used in advertisement of different products.
In chapter one of this work, we traced the origin of advertising as an economic activity, locating it in ancient Egypt, Greece and Rome. We also tried to have a working definition by looking at what some experts in the field have said about the subject. After this, we stated the problem of the study, the objectives of the study, the significance of the study, the hypothesis, and we also tried to give a historical background of the company whose product is used in the research – Unilever Nigeria Plc, and the product Omo detergent, and lastly, we gave the definition of some terms used.
We tried a review of some related literature in chapter two. This was done in order to see how much work had previously been done in this area. Works of authorities in the fields of marketing and advertising were reviewed which enabled us find our bearing.
In chapter two, the theoretical framework on which the work is based was enunciated. We tried to bring in the various theories on consumer behaviour, communication (one step flow and two step flow), personality and motivation theories by authorities like Sigmund Freud and Abraham Maslow.
Chapter three laid down the scope of the research, the methodology used in conducting the research, the research instrument used and the research design.
In chapter four we analysed and interpreted the data collected from the field. We also tested the hypothesis with the response from our respondents in order to see whether our hypothesis agreed with the views of the sample population or not.
Chapter five is the conclusion and summary of the work. Here also we made some recommendations based on the result of the research and what our respondents fielded in the questionnaire, and their responses to the unstructured oral interview held with them.