INFLUENCE OF NTA ENUGU TELEVISION ADVERTISEMENT ON THE CHOICE OF HAIR RELAXER AMONG FEMALE UNDERGRADUATES

Abstract

Influence of Television Advertisement on the Choice of Hair Relaxer among Female Undergraduates, is aim to determine the influence of television advertisement on ladies on the choice of hair relaxer products. The method of the study is survey method and the instrument used for data collection is the questionnaire and personal interview. The population of the study is 2,280 out of which 150 were purposively selected and sampled Data collected was analyzed in tables and simple percentages. The researcher recommended that marketers should understand that what consumers want in a product is satisfaction. The study enlightened female undergraduates more on hair relaxer products that suit their hair texture. Therefore manufacturers are encouraged to produce quality hair relaxer products bearing in mind that no consumer can go a second time for a product that fail to satisfy her. While advertising can help sell a product, it can do nothing to help a substandard one.

TABLE OF CONTENT

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgements v

Table of contents vi

List of tables ix

Abstract x

CHAPTER ONE: INTRODUCTION

1.1. Background of the study 1

1.2. Statement of problem 4

1.3. Objectives of the study 4

1.4. Research questions 5

1.5. Research hypotheses 5

1.6. Significance of the study 5

1.7. Scope of the study 6

1.8. Assumptions of the study 6

1.9. Operational definition of significant terms 6

CHAPTER TWO: LITERATURE REVIEW

2.1. Introduction 7

2.2. Review of concept 7

2.3. Review of Related Studies 21

2.4. Theoretical Frame work 27

2.5. Summary of literature Review 28

CHAPTER THREE: RESEARCH METHODOLOGY

3.0. Introduction 30

3.1. Research design 30

3.2. Population of study 31

3.3. Sampling technique and sample size 31

3.4. Description of research Instrument 32

3.5. Validity of instruments 33

3.6. Reliability of the instrument 33

3.7. Method of data collection 33

3.8. Method of data analysis 34

CHAPTER FOUR: DATA PRESENTATION AND DISCUSSION OF FINDINGS

4.1. Introduction 35

4.2. Data presentation and analysis 36

4.3. Testing of hypotheses 47

4.4. Discussions of findings 51

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1. Introduction 56

5.2. Summary 56

5.3. Conclusion 57

5.4. Recommendations 58

5.5. Suggestion for further studies 59

References 60

Appendices 62

CHAPTER ONE

INTRODUCTION

1.1 Background of the study.

Advertising has come a long way, expanding its coast in principles and practice. It is gaining more recognition, increasing its application and usage. Since the advent of technology and within the different forms of information communication technology, it has become a toast of in the life of manufacturers, products and services, consumers advertising agencies and the media. In short advertising means a lot to different people. It has given many people something to think about. In one way, it could be what the people do with advertising and in another way, what advertising do with the people and for the people. The people here are the manufacturers or advertisers who, through advertising, are creating awareness for their goods and services. Another set of people are the public, the consumers, who are desperately in need for certain goods and services. The advertising agencies are not left out. They are willing to create the enabling ground for the advertisers for their products and services and the target audience through a medium or media of communication. Advertising helps the advertising agencies to showcase their creativity. The media cannot do without advertising. Apart from the revenue they get from placing such advertisements; it attracts more viewership, readership or fellowship of the channel. And of course the teachers and students of advertising are part of this component. The teachers are busy expanding the scope and application of advertising, adjusting the old form to adapt to the new technologies, the students are left with the issue of coping, understanding and assimilation and later application.

Nevertheless, Bovee and Arens 1992:309, say advertising is a nonpersonal communication of information, usually paid for and usually persuasive in nature, about products, services, or ideas by identified sponsors through various media. Along the line, the Advertising Practitioners Council of Nigeria APCON in Ozoh 1998:1 posits advertising as a form of communication through media about products, services, or ideas, paid for by an identified sponsor.

Advertising as a business competitive strategy is aimed at creating awareness of the existence of a product through the communication media. Television advertising has effect on buyers and potential buyers.

Television advertising has earned an excellent, consistent and successful track record of promoting product and services. Television advertising has many advantages for local, regional and national business. In urban area like Enugu, television provides the most spectacular way in which an advertiser can reach the greatest number of people at a time as they posses television sets.

Television advertising is an exciting, dynamic and challenging enterprise. Its often pervasive, fascinating and materialistic nature makes it an object of criticism and misunderstanding. It is a form of communication through the media about product, services, ideas, personalities or organizations paid for by an identified sponsor. If advertisements have no effect, companies would not spend so much money on them. Advertising help us to discover much about what appeals to us as consumers and investigate how advertisers manipulate this to their benefit.

According to Rouse and Rouse, 2002, building a strong image or brand requires high impact advertising that has high visibility. Television has such characteristics. It is a highly prestigious form of advertising.

Sybil and Obah 1987, say this form of advertising play on the emotions of consumers and exploit their desire with intensive persuasion .Advertising aim at promoting goods and services like relaxer. Benson Eluwa 2005:3 Advertising does more than sell product. It makes mass marketing possible by making prospective customers aware of the availability and unique qualities of specific goods and services. It shapes our attitude and our attitudes shape our behavior, Ahunaya 2004:70.

According to Benson Eluwa 2005:44 the influence of advertising does not stop at the economy but also influence the youths greatly by way of sensitization, social interaction, modification, for example, caritas students. Advertising has influenced female undergraduates by making them to be materialistic, it affects their value system, makes them think that life is just acquisition of more things. Advertising creates opportunities and brings changes in the attitudes of undergraduates by making them change products not minding the effect of those products, shapes students tastes and habit.

A researcher ,Alvan 2004 in his write up said that Advertisements like our age are hedonistic image management, and fashion driven, they glorify the individual, idealize, consumption as the route to personal fulfillment and affirm technological progress as the motive force of destiny there must be various brands of hair relaxer in the shops, market stall and in hawkers barrows, the ability for each to sell depends on the brands exposure to and persuasive power of advertising messages on the buyer as well as the quality of such brand and finally the availability of the brand.