Project Abstract

This study is on television advertising and the patronage of select noodles by mothers in Uyo metropolis. The total population for the study is 200 staff of indomie noodle, Lagos state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made human resource managers, marketers, production managers and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies

Project Overview

INTRODUCTION

The dynamism and complexities in the world of business today have led business organizations into a state of competition as to making better decisions. Emphases on an effective communication tool that will guide consumers buying decisions are being adjusted to suit both parties and so strategies are being put into place to win consumers’ loyalty. According to Okpara, (2012) a good product requires the creation of awareness and conviction for purchase by customers. Promotion being the major tool of communication in the world of business has being defined by Okpara, Anyanwu and Inyanga (1999) as the way and means of packaging and disseminating a potentially commercial message by a seller to a buyer in order to elicit the intended response from the latter. This bridges the gap of ignorance and creates deeper awareness in potential buyers. When customers are not well informed about the existence of a product, it depletes sales volume compared to when it is effectively publicized, and so advertising plays a major role to inform, persuade and remind customers about the existence of a product, thus stimulates demand

Effective advertising is made possible through a medium (Okpara & Agu, 2016). These media range from the print to the electronic or broadcast media, including the Information Communication Technologies (ICTs) (Awa & Kalu, 2016). The television is an electronic media used as a medium of advertising. Television Advertising is a span of television programming produced and paid for by the organization that conveys a message for promoting a wide variety of goods, services and ideas (Stephen, 2010). This seeks to influence the consumption of products. In Nigeria, TV advertising remains a major medium in marketing instant noodles, especially to children. This study tends to evaluate television advertising and patronage of selected noodles by mothers in Uyo metropolis

As important as television advertising is in the creation of awareness about the existence of a product or service, it appears most firms still do not understand its strength as a patronage driver. Television advertising as a medium of communication has gained importance in the marketing of products. It has become a prime medium with its attractive features of sight, colour and motion.   Television advertising is costly with often an uncertain effect and sometimes. In some cases, it may take a while before it makes any noticeable impact on sales. Yet, insightful firms view advertising expenses as investment. Observation has shown that many mothers who consume noodles regularly. But there is no known television advertisement that targets this set of consumers. Noodles marketers believe that the general television ads that targets children and working class consumers can serve this group

The objectives of the study are;

1. To investigate the extent to which television advertising influences the patronage of indomie noodles
2. To determine whether television advertising increases consumers’ preference of indomie brand of noodles.
3. To ascertain whether television advertising creates a repeat purchase of indomie noodles
4. To ascertain whether television advertising make mother to patronize idomie noodle

For the successful completion of the study, the following research hypotheses were formulated by the researcher;

H0: television advertising does not increase consumers’ preference of indomie brand of noodles.

H1: television advertising increases consumers’ preference of indomie brand of noodles.

H02: television advertising does not make mother to patronize idomie noodle

H2: television advertising make mother to patronize idomie noodle

1.5 SIGNIFICANCE OF THE STUDY

The study will be very significant to students, business organization specially noodles company and the general public. The study will give a clear insight on the television advertising and the patronage of select noodles by mothers in Uyo metropolis. The study will also serve as a reference to other researchers that will embark on the related topic

• SCOPE AND LIMITATION OF THE STUDY

 The scope of the study covers television advertising and the patronage of select noodles by mothers in uyo metropolis. The researcher encounters some constrain which limited 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.

Definition of Terms

Instant Noodles:       It is made up of indomie, Minie, Chicki Chki, Cherie Cherie and Dangote Nooles.

Patronage: In this study patronage is defined as the buying of select instant noodles by mothers

Television advertising: A television advertisement is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product or service. Advertisers and marketers may refer to television commercials as TVCs

1.8 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), historical background, 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