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ABSTRACT
This is a research work carried out to evaluate
the impact of advertising on
consumer behavior with particular reference to De-united Foods Industries Ltd,
makers of Indomie noodles. Data for the research were collected through primary
and secondary sources. The collected data were analyzed in tables and simple percentages,
while the hypotheses were tested using the chi square technique.
Given three hypotheses as stated in chapter one, these hypotheses were tested
critically in chapter four to reveal the authenticity of responses by the
respondents to the research questions.
In the final analysis, attempts were made to bring to summary the tested
research
hypotheses, which proved that:
1. Advertising has improved consumer preference for Indomie noodles to
other noodles
2. There has been significant increase in sales of Indomie noodles as a result
of advertising
3. De-united Foods Industries Limited has been able to overcome competitors
through advertising
1.1 BACKGROUND OF THE STUDY
We are in a very dynamic and complex world. The business environment is
becoming
sophisticated day by day and as such, decision-making is becoming more and more
challenging and risky. Business organizations are failing due to poor
decisions. Investors are
losing their money and are unhappy. They are being discouraged and this is
quite unhealthy
to the economy. In some other instances, organizations are springing up in
great numbers;
some are successful in the marketing of their products and services, while
others are still akin
to the barber’s chair syndrome where all is motion but no movement; struggling
to reach
their target audience. Consumers are also faced with the challenge of choice
making due to
indecisiveness, skepticism, indifference and confusion which are among the key
sales killers
in business world.
However, the consumer perception challenge is the first and greatest hurdle
that advertisers
must cross. Perception guides all activities of the consumer from the people he
associates
with to the product he buys. In the business world, it has always been what
people say about
a product or service and not what the marketer says. How a consumer perceives
each of the
different brands in a category, determines which brand he chooses. So many
companies
spend so much money on advertising, sales promotion, point of purchase displays
and other
marketing communications only to discover that many people don’t even remember
the
product or the promotion. On the other hand, whether consumers ultimately
purchase the
marketer’s brand also depends on whether the promotion and marketing
communication
variables facilitate purchasing.
Today, it is no longer news that we are in a season of economic anomie. All
that could go
wrong have been going wrong with the global economies and having ripple effects
on our
local business environment. Reports about the current economic crisis have been
terrific and
scaring. More companies are recently reported to have shut down operations
while some are
planning their exit from the Country due to harsh economic conditions. In the
face of all
these, the few others in operation are engaged in fierce battle for the soul of
the consumers.
To succeed, they need to understand what makes potential customers behave the
way they
do.
This study therefore, seeks to evaluate the impact of advertisement of indomie
noodles, a
product of De-united Ltd on Consumer behavior. The brand indomie with its
varieties of
flavours such as Onion flavor, chicken flavor, Suya flavour has become a
household name
since the late 90s that even a child of 2years of age could pronounce it so
fluent amidst other
competing brands like Chikki noodles, ‘O’ noodles, Mimi noodles of May &
Baker and now
the latest of them all, the Golden Penny noodles of Flour Mills Plc. With these
range of
competing products, massive advertising budget becomes necessary for the indomie
brand,
which the researcher tends to evaluate its impact on the behavior and/or
perception of the
consumers.
1.1.1 BRIEF HISTORY OF DE-UNITED FOOD INDUSTRIES LTD
De-united food Industries limited was commissioned in Nigeria in 1995 as the
first instant
noodles manufacturing company with head office in Ota, Ogun State. The company
is a joint
venture between Salim group of Indonesia and Tolaram group of Singapore.
Salim group is the majority shareholder of PT Indofood Sukses Makmur, a listed
company in
Indonesia which owns the indomie trademark, technology and expertise in instant
noodles
manufacturing.
Tolaram group is a Singapore based group that has businesses in Nigeria and
eleven countries
around the world.
According to Mr. Ashish Checker, chief operating officer of De-united, the
vision of the
company is to become a leading instant noodles manufacturer in Africa,
committed to customers’
satisfaction through a variety of products; increase stakeholder’ value and
continuously develop
its human capital and the community. The company’s mission statement also reads
thus “To
dominate the instant noodles market by providing a variety of quality products
that meet
customers’ satisfaction”.
1.2 STATEMENT OF PROBLEMS
Advertising is costly; often its effects are uncertain, and sometimes it takes
a while before it
makes any impact on consumers’ buying behavior. It is for these reasons that
many
companies think it appropriate, occasionally to reduce expenditures on
advertising or to
entirely eliminate it. On the other hand, some companies sometimes consider it
unnecessary
to advertise when their brands are already enjoying great success without
advertisement.
Such behavior implicitly fails to consider the fact that advertising is not
just a current
expense or mere exercise but an investment.
Competition poses another problem area of this study. Prior to year 2004,
indomie was the
only noodles in the market, which means, absence of competition. Given this
situation, the
product recorded high sales within the afore-mentioned period. Today, the
massive
introduction of the noodles earlier mentioned had made way for competition as
so many
women who used to sell only indomie noodles now share their resources among the
different
brands in order to maximize profit. Also, identified was in the area of
children who are seen
as the chief consumers of indomie noodles. Before now, the indomie jingles
(indomie,
indomie,indomie noodles, delicious and tasty ……………) was sang often among them.
Today, it’s amazing how these children now sing the mimi noodles jingles more
than the
popular indomie jingles. This means that perhaps, these children hear more of
the mimi
jingles than that of indomie, and as a result, a good percentage of them would
no doubt
change from consumption of indomie to mimi. All these, have resulted in low
sales of
indomie noodles.
1.3 OBJECTIVES OF THE STUDY
This study is guided by the following objectives.
1. To determine the role of advertisement in marketing of consumer goods
2. To understand consumers’ views and or opinions towards advertisement of
consumer
products in general and indomie noodles in particular.
3. To measure the extent to which advertisement influences the behavior of
consumers of
indomie noodles.
4. To ascertain if a consumer good can overcome competition without
advertisement
5. To determine if advertisement increases consumer’s preference of a
particular product
to others
6. To ascertain which medium of advertisement will make greater impact in
advertisement
of consumer goods
1.4 RESEARCH QUESTIONS
This study seeks to address the following questions:
·
Is advertisement an effective tool in marketing of indomie noodles or just a
mere
excercise?
·
To what extent do other promotional activities undertaken by the company impact
positively on the consumers of the product?
·
Are there steps taken to ascertain the impact of advertisement of Indomie
noodles on
consumers?
·
Has advertisement improved consumer preference for the product to other
noodles?
·
Has the company been able to overcome competition through advertisement?
·
Did advertisement play any role in defusing the bad publicity that was
associated with
the poisonous indomie in 2005?
1.5 STATEMENT OF HYPOTHESES
In this work, effort has been geared towards propounding three hypotheses, viz:
v
HO1: Advertisement has not improved consumer preference for Indomie
noodles to other brands.
v
HO2: There has not been significant increase in sales of Indomie noodles
as a result of advert.
v
HO3: De-united has not been able to overcome its competitors through
advertising
1.6 SIGNIFICANCE OF THE STUDY
In this work, attempt has been made to identify its significance to: Business
organizations,
Academics and the Researcher.
Businesss Organizations:
The need for prudent management of financial resources in an organization is of
great concern.
It’s amazing however; that at anytime an organization is going through some
hard times
financially, first thing that runs into the mind of the management staff is a
cut-down on
advertisement and promotion budget or eliminate them entirely as a step to
ameliorate their
predicament. This study therefore, has been designed in such a way as to aid
organizational
managers realize that measurement is very important in advertising. Therefore,
before decisions
are taken on whether to eliminate advertisement or cut-down the budgets,
efforts must be made
towards ascertaining the impact of such advertisement, hence; a call for checks
and balances.
To Academics:
Before this study, some past studies found that advert had increasing effect on
consumer
satisfaction; others found that advert had negative impact and led to consumer
dissatisfaction. No
research has ever found why conflicting results were obtained in this area of
research. To
academics therefore, this work will provide a basis for further research works.
To further achieve
this, relevant and authentic references have been cited.
To the Researcher:
The researcher is an advertising practitioner; hence, embarking on this work
will increase his
knowledge of media planning. Above all, this study is designed in partial
fulfillment of the
requirements for the award of a master degree of the department of marketing,
University of
Nigeria, Enugu Campus.
1.7 SCOPE OF THE STUDY
This study was carried out only in Lagos State and the markets within the state
apart from few
visits made to the company in Ogun State. The study is limited to De-united
Industries Ltd and
its products indomie noodles. However, efforts were made to identify other
competing brands of
noodles such as Mimi noodles, Chikki noodles, O’ noodles and the golden penny
noodles and at
the end, conclusive reports were drawn for the success of this work.
1.8 LIMITATIONS OF THE STUDY
The researcher’s efforts to obtain intensive and conclusive information
necessary for a
comprehensive work on this study were restrained by the following;
v
Attitude of Respondents: Most of the responsible officials of De-United were
reluctant to divulge some vital information which they claimed might be used in
favour of their competitors. The high level of illiteracy amongst the market
woman
who sell indomie noodles poised another threat, in that some of these woman
felt
being disturbed in their businesses and were not ready to waste their time in
answering questions that would not profit them. On the other hand, other
individuals
who sell both indomie noodles and other noodles were just indecisive.
v
Cost: Efforts to obtain expensive but very relevant materials were not met due
to lack
of sufficient fund. This factor also restricted the researcher’s study in only
Lagos
State, apart from few visits to the company in Ogun State, as he could not
afford the
high transportation cost of visiting other areas. Most of the visits in some
areas were
made on motorcycle with its attendant risks.
v
Time: It was also very difficult for the researcher to combine this work with
his
official duties in the place of work. Sometimes, the few hours permission he
got from
his superior officer in the office were not enough to carry out a comprehensive
study
for this topic. Another time constraint was in the area of some respondents
giving
attention at their convenience and as a result, the researcher was often asked
to come
back next time for attention.
1.9 DEFINITION OF TERMS
Advertising: According to Arens (2004:7), advertising is the structured and
composed nonpersonal
communication of information, usually paid for and usually persuasive in
nature,
about products (goods, services or ideas) by identified sponsors through
various media
Consumers: are people who purchase and use goods or services to satisfy
particular needs
and wants.
Consumer behavior: are those acts of individuals directly involved in obtaining
and using
economic goods and services. (Nwaizugbo 2004:66)
Perception: this refers to the personalized way people sense, interpret and
comprehend
various stimuli.
Impact: The Oxford Advanced Learners Dictionary defines impact as the powerful
effect
that something has on something or somebody.
Market: the set of all actual and potential buyers of a product or service.
Kotler and
Armstrong (2007:7).
Brand: This is a name, term, symbol, design, mark or a combination of these
that identifies
the product of a manufacturer or differentiates it from those of competitors.
Nwaizugbo
(2004:113)
Brand Equity: this refers to the added value endowed to products and services.
Kotler &
Keller (2006:276)
Brand promise: Is the marketer’s vision of what the brand must be and do for
consumers.
Kotler & Keller (2006:278).
Brand Interest: An individual’s openness or curiosity about a brand
Brand awareness: Is an issue of whether a brand name comes to mind when
consumers
think about a particular product category and the ease with which the name is
evoked. Shimp
(2000:8)
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