IMPACT OF ROADSIDE ADVERTISEMENT ON CONSUMER PURCHASING BEHAVIOR

Abstract

Study has shown that most working class Nigerians spend over 70% of their time away from home. This makes Out of home (OOH) or roadside advertising an important piece of the marketing mix of most companies. It is recorded that about 40% searched on google while about 30% of Nigerians have reported visiting an advertised business because they saw an Roadside advert. The purpose of this study is to examine the impact of roadside advertisement on consumer purchasing behavior of hypo bleach. A descriptive research design was adopted for the study. The instrument of data collection was a structured questionnaire. The population of the study was 300 participant that was randomly selected as the sample population. The method of data analysis was the percentage and graphical method and chi-square statistics. This analysis was carried out with the aid of SPSS version 21. The study concludes that roadside advertising plays a significant role when it comes to influencing buying behaviours on the part of the consumers recommendation are made to ensure effective advertising strategies that will appeal to the target market.

 

CHAPTER ONE

                                    INTRODUCTION

• Background of the study

It is no news that people still consider Roadside advertising to be cost effective.  It’s because we target high scale location where your customers live with roadside marketing and launch re-marketing campaigns to convert them. In today’s world, advertising is a commonly discussed type of communication and perhaps the one from which most things are expected. Advertising has become an indispensable phenomenon not only for producers but also, in a sense, for consumers (www.danismend.com.tr/13.02.2007). utilization of their physical and human resources; to produce and to market their goods and services; and to derive greater profits. Advertising is one of the most effective applications of marketing communication for enterprises which wish to achieve these objectives, to survive within this competitive environment and to establish a competitive advantage (Yaylacı, 2018). Intense competition exists within all market sectors for attracting the interest of consumers to different or similar goods and for influencing their purchasing decisions. Accordingly, for institutions or enterprises, advertising is of great importance in drawing the attention of the customers and affecting their choices among numerous products (Oluç, 2016). On the other hand, advertising, from a consumer viewpoint, is regarded as a guide that helps consumer to choose the most appropriate and rational product for him/herself among the thousands offers on the market so as the best to meet his/her own needs. Advertising, when used for various purposes, such as the survival of the companies within this competitive atmosphere, promoting the sale of goods or helping consumers in their choice, is of great importance in our lives. Enterprises utilize several types of instruments in their advertising strategies, one of which is Roadside advertisements. Advertising as the campaign, marketer need to know these question as who are we trying to reach with our message i.e. the target market out of the total market. Information on their location, geographical, spread, age distribution, income, race, sex and education customer attitude, competing product etc is always consumer orient advertising market mess marketing possible by making prospective customer aware of the availability and unique quantity of specific good and service. However marketing manager is production companies today face a more complex and challenging environment that their predecessor. The term; “Roadside Advertising” corresponds to any advertisements located in open air, i.e., Roadside areas. The roadside advertisement is the only advertisement medium to which we are exposed involuntarily. While some efforts involved for other kind of advertisements, roadside advertising is unique in which we experience direct and involuntary exposure to messages. Roadside advertising, which began with sign painting and large advertisements painted on buildings in Turkey in 1985, has developed rapidly in the last few years, particularly with partnerships of foreign advertising agencies within the sector (Güven, 2019).

• STATEMENT OF THE PROBLEM

A great number of consumers seem not to appreciate the manner producers promote their product, especially the lack of knowledge of the products being promoted. Some consumers expect advertisers to bring in services program for all the categories of consumers. The role of roadside advertising in determining consumer purchasing behaviour and brand preference has been undermined by many firms over the years. Some firms spend huge amount of money advertising their product and still claim about indifference in their sales volume. This misconception seems to be based on an entirely understandable initiative reaction. How can advertisers claim that roadside advertising does not increase consumption and sales and still spend so much money on it? According to Ambler (2010), advertising has major influences on consumption volume of consumers, as well as sales volume. Adverts may not necessarily bring about huge volume of sales in the short-run, but will certainly increase sales and profits in the long run if done properly. Even if some marketers believe that accurate knowledge about consumers purchasing behavior, how they buy, why they buy and where they buy is unnecessary as it is possible to manipulate hopeless buyers into parting with their money in return for products that they do not want. Successful advertisement skillfully engages to mind of the consumer and motivate him to buy the product advertised. Moreover, advertiser sell more than products, it sells brand and if you are a large manufacturer of hypo, you will not spend 16 millions of advertising money to encourage people to buy just any soap or other cleansing product. You want them to buy your soap and you want advert that will somehow convince the public that your brand of bleach is more desirable than any other. Global companies that use a large number of agencies located in different countries and serving different divisions have suffered from uncoordinated advertising and image diffusion. Some large companies now use only a few agencies or event one that can supply global advertising and the result is integrated and more effective marketing communications and a much lower total communication cost. In the light of the above statement, this research work will look at the impact of roadside advertising on consumer buying behavior.

• OBJECTIVE OF THE STUDY

The study has one main objective which is sub-divided into specific and general objective; the general objective is to examine the impact of roadside advertisement on consumer purchasing behavior; the specific objectives are;

1. To examine the impact of roadside advertising on consumer purchasing behavior
2. To ascertain if there is any significant relationship between roadside advertising and consumer purchasing behavior

• To explore the effect of roadside advertising on the sale volume of hypo in the study area

1. To examine the role of roadside advertisement on the sales volume of hypo product in Nigeria
   • RESEARCH QUESTIONS

The following research questions were formulated by the researcher to aid the completion of the study;

1. Does roadside advertising have any impact on consumer purchasing behavior?
2. Is there any significant relationship between roadside advertising and consumer purchasing behavior?

• Does roadside advertising have any effect on the sale volume of hypo in the study area?

1. Is there any role of roadside advertisement on the sales volume of hypo product in Nigeria?
   • RESEARCH HYPOTHESIS

The following research hypotheses were formulated by the researcher to aid the completion of the study;

H₀: there is no significant relationship between roadside advertising and consumer purchasing behavior

H₁: there is a significant relationship between roadside advertising and consumer purchasing behavior

H₀: Roadside advertising does not have any impact on consumer purchasing behavior

H₂: Roadside advertising does have an impact on consumer purchasing behavior

• SIGNIFICANCE OF THE STUDY

It is believed that at the completion of the study, the findings will be of great importance to the management of Hypo Hygiene Products Limited as the findings of this study will help them in re-strategizing on their roadside advertisement campaign in the study area. The study will also be of importance to the marketing practitioner as the study seek to touch light on the importance and challenges of roadside advertisement campaign. The study will also be of great importance to researcher who intend to embark on a study in a similar topic as the study will serve as a reference point to further study. Finally, the study will be of great importance to academia’s, researchers, students, teachers, lecturers and the general public as the study will contribute to the pool of existing literature on the subject matter and also contribute to knowledge on the subject matter.

SCOPE AND LIMITATION OF THE STUDY

The scope of the study covers the impact of roadside advertisement on consumer purchasing behavior with emphasis on hypo hygiene product limited. In the course of the study, there are some factors that limit the scope of the study;

1. a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
2. b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.
3. c) Organizational privacy: Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities

1.8 OPERATIONAL DEFINITION OF TERMS

Roadside advert

Roadside advertising defines large poster billboard sites that are located in high-trafficked and busy locations such as on the side of roads or motorways. The purpose of roadside advertising is to help small and large businesses market and promote their products, services or message.

Advertisement

A notice or announcement in a public medium promoting a product, service, or event or publicizing a job vacancy.

Consumer

A consumer is a person or a group who intends to order, orders, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, not directly related to entrepreneurial or business activities

Consumer behavior

Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, and how the consumer’s emotions, attitudes and preferences affect buying behavior

Purchasing

Purchasing is the process a business or organization uses to acquire goods or services to accomplish its goals. Although there are several organizations that attempt to set standards in the purchasing process, processes can vary greatly between organizations.

1.9 ORGANIZATION OF THE STUDY

This research work is organized in five chapters, for easy understanding, as follows

Chapter one is concern with the introduction, which consist of the (overview, of the study), statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding.  Chapter five gives summary, conclusion, and recommendations made of the study

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