INFLUENCE OF INDOMIE NOODLE ADVERTISEMENT ON RESIDENTS OF NIGERIA AIRFORCE BASE MAKURDI, BENUE STATE

 

CHAPTER ONE

INTRODUCTION

1.1       Background Of Study

Advertising is one of the five tools used tools used to direct persuasive communicatioyn to targeted audience. Advertising as a business competitive strategy is aimed at creating awareness of the existence of a product through the communication media. Advertising has effect on buyers, so, it is important to carry out this study to know the impact of advertising.

 

The purpose of advertising is to develop customer’s favorable attention towards the product. Collins dictionary of business (2015, p.31) says that advertising consists of non personal terms of communication conducted through paid media under clear sponsorship. Commercial advertising is the visual presentation in the media of a product or services supplied by a firm or organization which is aimed at encouraging prospective buyers to buy the product and to provide them with public safety information.

In an urban area like Enugu television provides the most spectacular way in which an advertiser can reach the greater number of people at a time as they possess television sets. Advertisements are a common and accepted part of daily life. If advertisements have no effect, companies would not spend so much money on them. An effective advertisement is that which is able to create desire or motivate consumers favorable action if advertising appeals sufficiently to consumes motive it will motivate, encourage repeated buying of the products, thereby, increasing the profit of a firm and promoting the product. This is why Anike (2018) quoting Macorn Erikson has this to say “advertising is one of the most powerful socializing forces in the culture. It sells images, values, goods, concept of who we are and who should be. They shape our attitude and our attitude shape our behavior.

The question then is, why should goods and services be advertised? Corke (2016) advised four reasons why goods and services should be advertised. According to him, people’s needs and task develops change as they grow older and they are ready to buy products and try services they did not want to buy before.

Secondly, products are forever being updated and improved upon to keep pace with the demand of times.

Thirdly, advertising helps to build and maintain products, broad image and adds to its value.

Fourthly, people do forget about products very quickly unless they are constantly reminded. This is why the mega advertisers continue to promote their products for instance Pepsi will suffer serious decline within a few year if they do not constantly advertise. for an advert to have impact, the advertisers have to select the medium of advertising which depends on the market segment which is being targeted. The following five decisions should be made in developing an advert programme,

v     What are the advertising objectives?

v     How much should be spent?

v     What message should be sent?

v     What media should be used?

v     How should the result be evaluated?

For an advertisement to serve it purpose, it is imperative that its wording should be carefully chosen or reflects emotional appeals.

In as much as it is not easy to distinguish between praise and deliberate deceit.( Awake) August 22, 2018) warns that advertisers needs to be careful not to make claims that can be disproved by verifiable facts. Some governments have law that prohibits such dishonesty and business are quick to see at their interests are threatened by the deceptive adverts of rivals.

There are various brands of noodles in the shop market, stalks and in the hawker’s barrows. The ability to each brand to sell depends on the brand exposure and bad persuasive power of the advertising messages on the buyers as well as the quality of such brand.  Television seems to be the highest media used to advertise these products, in other words commercial advertising seeks to impress the consumers about the image of a product to create a better impression in the minds of the consumers and to increase their patronage.

Commercial advertising often seeks to grant increase consumption of their products or services through branding which involves associating a product name or image with certain qualities in the mind of consumers. Its against this backdrop that this research work seeks to know how much commercial advert influences the promotion of indomie noodles on the residents of Nigeria Airforce Base, Makurdi, Benue State

1.2       Statement Of Problem

Currently in the Nigeria market, there are various types of instant noodles. Some of these instant noodles include Tummy-Tummy Noodles, Golden Penny Noodles, Dangote Noodles, Indomie Instant Noodles, etc. In the face of different kind of noodles stiff competition exist between the various companies producing these noodles. It is certain that noodles advertising have taken a good proportion of advertising space and time in our various media. To reach diverse persons and achieve maximum effect advertisement is used by these noodles companies to advertise their product.

 

Indomie Noodles Company has been using the mass media as a channel for creating awareness for its product. The perception and attitude of the consumer towards a particular advert could create positive image, confidence as well as aspire the purchase of product by the consumer, it has been observed that most consume of indomie instant noodles desire the product because of its advert strategy and credibility. Looking at the rate of noodles competition in the market, this work seeks to know if commercial advert of indomie noodles is influenced by the purchase of the product, looking at various competitions commercial adverts of noodles in the market.

1.3       Objectives Of The Study

[1].            To ascertain the perception of Indomie noodle advertisement on the residents of Nigeria Airforce Base in Makurdi Benue State

[2].            To know the influence of Indomie noodle advertisement on the residents of Nigeria Airforce Base in Makurdi Benue state

[3].            To ascertain the  persuasive  power of Indomie noodle advertisement on the buying habit of the residents of Nigeria Airforce Base in Makurdi Benue State

1.4       Research Questions

[1].            What is the perception of the residents of Nigeria Airforce Base in Makurdi Benue state of Indomie noodle advertisement

[2].            What is the influence of Indomie noodle advertisement on the residents of Nigeria Airforce Base in Makurdi, Benue state

[3].            What  is the extent of the persuasive power of Indomie noodle advertisement on the buying habit of the residents of Nigerian Airforce Base in Makurdi Benue state.

 

1.5       Significance Of The Study

The significance of this study lies in understanding how advertising for Indomie noodles influences consumer perception specifically among residents of the Nigeria Airforce Base in Makurdi, Benue State. 

 

This research can help Indomie better understand its target audience, refine its marketing strategies, and ultimately boost sales. By examining the impact of advertisements, the study can reveal what aspects of the commercials are most effective in attracting and persuading consumers, including factors like brand recognition, product appeal, and purchase motivation. 

The academic significance of this study is that it will be of great significance to students and researchers who might embark on a related study. It will serve as a point of reference and literature enhancement.

 

1.6       Scope Of The Study

The scope of this study focuses on the perception, influence and the persuasive power of Indomie Noodle advertisement on the residents of the Nigeria Airforce Base in Makurdi, Benue State. 

 

1.7       Definition of Operational Terms

Media: the channel of communication through which a firm or organisation advertise their products to their perspective buyers, eg Tv, Radio, newspaper, magaznes, posters etc

 

Consumer/buyer: is a person or group of people who are the final users of products or services.

 

Advertisement: is the visual presentation in the media of a product or services supplied by a firm or organization which encouraging prospective buyers to purchase the product or greater usage of a facility to provide the population with information.

 

Nigeria Airforce Base: is a military installation or facility operated by the Nigerian Air Force (NAF) to support its mission of providing national airpower, which includes ensuring the integrity of the airspace, gaining control of the air, and fulfilling other airpower tasks

 

Indomie Noodle: is the brand of instant noodles created by the Indonesian company Indofood. The name "Indomie" is a portmanteau of "Indo" for Indonesia and "mie," the Indonesian word for noodles. It is a brand of wheat-based instant noodles, known for its quick preparation time and popular flavours like Mi Goreng (fried noodles) and chicken broth, and is consumed globally, particularly in Africa and Asia. 

 

Residents:  Residents are people who live in a particular place or people who work in a place for a continuous period