University of Nigeria Impact of Advertising in... · CERTIFICATION -- AGU IKECHUKUU S. a postgraduate student in the Department of Marketing with Registration Number PG/MBA/98/45033

University of Nigeria Research Publications

AGU, Ikechukwu S.

A

utho

r

PG/MBA/98/45033

Title

The Impact of Advertising in Motivating Brand Loyalty for Consumer Patronage

of Cosmetics

Facu

lty

Business Administration

Dep

artm

ent

Marketing

Dat

e

September, 2000

Sign

atur

e

THE IMPACT OF ADVERTISING I N MOTIVATING

BRAND LOYALTY FOR CONSUMER PATRONAGE OF

COSMETICS

AGU I U C H U K W U S. ffi/MBA/98/45033

A PROJECT REPORT

SUBEV1ICTTi3D I N PAHTIAL FULFILiiLNT OF THE REQUIREi iENTS FOR THE AWARD OF ANASTERS

IN 3US;CNESS ADMINISTHATION (M3A) OF THE

DEPARTMENT OF MARKZTING

F-ACULTY OF BUSINESS - &DMIN ISTHAT I O N

U ~ I V L H S I T Y OF NIGEHPA

ENUGU CAMPUS

SEPTEMBER, 2000

CERTIFICATION -- AGU IKECHUKUU S. a postgraduate student i n

the Department o f Marketing with Registrat ion Number

PG/MBA/98/45033 has satisfactorily completed the

requirements f o r course and research work f o r the

A w a r d of s Masters kgree i n Marketing (MBA Degree),

Facdt y of Business Administration, University of

Nigeria. The work embodied in $his projec t i8

original and p n s -. -- ubmitted in s d f u l l

's v e r 2 9 i p l o m a or Degree of th i s or any other

University.

f i .

DEDICATION

T h i s work is

Almighty because

and suaeour.

dedicated f irs t to God

He alone g iveth s t r e n g t h

Also to my l a t e father Mr. Clement O k o r i e

Agu. He was a great Daddy, and m a y h i s soul

rest in perfect peace, Amen,

iii.

1 aehowledge you Father L Y I G t I T Y for the directiol

knowledge, sound mind, energy and resources t o

accomplish this work.

I acknowledge also m y supervisor, Prof. C.S.

Onyebuagu, for the pains taken t o go through the work

and make valuable contributions and correct ions

Infact he made this work t o be very original and great

I am grateful to Kalu S.M.0 (ShaLlom) good frbend,

for h i s immense contributions.

I have special regards t o my mother Mrs Maria dgu,

my brothers, Kingaley, Clement and my sister Obianuju

for their encouragements.

1 mnember my Uarling , Amuche who has been my

source of inspiration t o my dogged efforts throughout

the study exercises.

ABSTRACT -- iv.

Business organisations i n Nigeria have not fu l ly

realbed the role of a good Advertising strategy in

business dealings. This is probably because they

haven't understand the concept of advert empowerement

i n business activities.

Advertising, in fact goes beyond creating and

placing of adverts, media planning and Buyouts

that is the old and tradi t iona l advert is ing t o the

employment of integrated marketing connnunication which

is an embodiment of marketing, consumer insight or

psychology, public relations, s t r a t e g i c planning or

vision and the fourth dimension or the human factor,

All cosmetic manufacturers i n Nigeria should

integrate this UlC facets in the advertising p l a n s to

achieve the maximum and much desired results in their

campaigns.

The focus of t h i s research work was t o investigate

the impact that advert is* generates in motivating

brand loyalty for consumer patronage of cosmetics.

A study o f consumers of cosmetic brands in Onitsha

metropolis.

v.

It is on the subject of competition that advertising

has come in handy not only t o create the brand choice

demands of cosmetic products on the part of consumers,

but a lso t o ac tua l ly influence the consumer buying

decisions among cornpat ing brands of cosmetics in the

market,

This study s e t s out to examine the influencing roles

of advertising and t o study the effects o f such

influences on consumer buying behaviour . The findings o f this work revealed that despite

Consumers response t o advert messages on cosmetic brands,

some factors effects their buying habit and decisions

i n making purchasesfor cosmetics,

1, Consumers are sens i t i ve t o price l e v e l s o f

different cosmetic brands. High prices may

cause l o s s o f interest i n patronage and vice versa.

2 U s o psychological influences a f f ec t s the

buying decisions of consumers of cosmetic

brands. Such psychological appeals can lead to

unintentional purchases and ... false sense of

value for brands of cosmetics

v i .

3 , Product a v a i l a b i l i t y is crucial for

consumers brand loya l ty . A product that

does n o t exist or not r e a d i l y ava i l ab l e cannot

be conaumated whatsoever . ,

4. That product quality is given some degree of

consideration while making purchases by the

consumers of cosmetic brands o f products.

Oespite the i n t e n s i t y o f ad messages, a

subst~ndard or in f er ior quality cosmetic brands

will d e f i n i t e l y enjoy poor patronage o f

consumers o f cosmetics brands,

The work proved useful, educative and aptly made

much contributions i n the f i e l d o f academics,

TITLE;

Heturn of Questionnaires,

Determination o f pr i ce influence on consumers choice o f cosmetic brands.

Rating the e f f e c t of product price on consumers cboice o f cosmetic brands.

DeterminSbg -: whether Advert messages have any ps ychological inducement on consumer purchase decision . Rating the effect o f psychological influences on consumer purchase decision.

Uet ermining whether product a v a i l a b i l i t y influence consumer choice o f cosmetics . Determining the medium of information that appeals most to consumers.

Rating the effects of product a v a i l a b i l i t y on consumer patronage f o r cosmetic brands,

PAGE - 59

Determining whether product quality inf luence consumer choice of competitive brands o f cosmetics . Hating the effect o f product qual i ty on consumer patronage for cosmetics, brands o f products -

TITLE PAGE CERTIFICATION DhDICATION ACKNOhLEDGEW.NT

AI3STRACT

LIST OF TABLES TABLE; OF CONTENT5

1.1 Introduction

1. 2 Statement of Problem

1.3 Statement of Hypothesb

1.4 Statement of Objectives

1 e 5 Statement of Significance

te6 Limitatiaas of study

1,7 Scope of s tudy

CHAPTLR TWO LITERATURE REVIEW --- 2. I An overview of Advert is ing 2.8 History of Advertising

2 -3 Importance of Advertising 2.4 Roles of Advert is ing 2.5 Advantages and Disadvantages of

Advert i s m g 2.6 Problems of Advertising

2.7 Consumer Buyer hf luences 2.8 Advert is i .ng Effect iveness 2.9 Branding and &and loyaLty

PAGE -- i i ii

iii

iv vii

viii

2.10 Advertising Budget

2.11 Media Selection

PAGE - 37 39

2.Q Definitions o f Cosmetics, Brands and their qual i t i e s

42 2.13 The intent of Advertising

REFEKENCET

CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY

3,;1 Methods and sources of data c o l l e c t i o n 5 2

3 Questionnaire Design 5 3

3.3 Determination sf aesearcb Population 5 4

3.4 Method of Analysis 56 HGFhHENCLS 57

CHAAThR FOUR: - PRkSEiiTATION AND ANALYSIS O F DATA 58

4.1 Data .balysis

4.2 T e s t of Hypotheses

CHAPl'ER FIVE: SUMMARY, FINDINGS, RECOMMENDATION - AND CONCLUSION 83

5.1 Summary

3.2 Findings 5.3 Recommendat ions 5.4 Conclusion

REFMIEXES B.IBL;EOGmm Y

,mPTER ONE; - 1.1 INTRODUCTION

The greater majority of cosmetics buyers in Nigeria

do so based on how advert, messages and Advert s l o t s

describe each type or brands of cosmetics product.

Some cosmetics are known for their qua1 it ies , others are known because of t h e i r mesmerising aroma

tendencies, and still most o t h e r cosmetics actually

refreshes the body and adds beauty and glamour t o

individual human dis pos it ion .

These cosmetic qua l i t i e s are sometimes given by

mere advert capzions or Advert messages about each

cosmetic product.. Advert messages have the tendency of

giving a product false status image. However, the intent

of all adverts is t o create sufficient awareness and this

enhances the sell of cosmetic products irrespective of

the psychologica. l interpretations of the message by the

buyer.

A l s o Advertisement messages have the power o f xb

creating illusionary thinking inhminds of adhearers about

any products. For example cogmetics like th'e Naturessence,

clearessence, caspian spray, palmer scents, the o i l of

olay, special powders and such others, constitute the

2.

leading brands of cosmetics products i n Niger ia ,

Some customers espec ia l ly t h e beau t ic ians have

now concentrated their cosmetic purchases t o o i l of

o lay because they believe the advert messages t h a t

extolled t h i s product as the best of cosmetics.

Also a good number of cosmetics purchasers o r

customers buy d i f f e r en t brands of body sprays because

of the increased prominence o f this product, made

poss ib le through ad campaigns.

As a result, the impact of advert messages on o i l

of olay and the caspian spray has become the inducement

caption that promoted these particular brands of

cosmetics . Advert messages and campaigns sometimes generate

such inducement impact t h a t consumers are impelled t o

pat ronise one hrand of cosmetics over another .

I n the circ:umstance, some advert messages could

induce buyers o r customers t o make commit tments t o

purchase where o r d i n a r i l y such buyers may not have done

so, 'I'herefore, t h i s adver t empowerement has been

responsible f o r some consumers convict ions on the

patronage of one brand of product over others.

3.

A reasonable d e g r e e of progress has been ach ieved

by many cosmetics firms i n N i g e r i a i n the a r e a of h igh

s a l e s volume, market share c o n s o l i d a t i o n s , and p r o f i t

marks due to i n c r e a s e d consumer awareness of the use

and effectiveness of a d v e r t i s i n g in promoting their

products. Advert programs and campaign are powerful

marketing and promotional tools which help to build

brand pref erencc image for different types of cosmetic

products i n N i g e r i a , This c a n b e seen i n the increased

usage of masscara brand of eye shadows by women folks,

In r e c e n t y e a r s , all emphas is have been shifted

to this brand of cosmetics that any woman who does not

apply t h i s brand of eye shadows to her eyelids will

n u t feel complete i n h e r make-ups.

The power of advert m e s s a g e s i n m t i v a t i n g brand

loyalty for cosmetics, can be s e e n by the rapid

prominence of clear essence brand of m d y cream i n

Nigeria's cosmetics i n d u s t r y . A d slots and jingle8 s a y

that the a p p l i c a t i o n of t h e s e Srands of cream provides

a valuable c h e c k s to p rema tu re ageing of the s k i n by

minimising chapping and windburn, and h e l p s to prevent

s k i n m a c r e a t i o n . Advcrt indeed does a g r e a t deal i n

4.

motiva t ing buyers t o purchase cosmetic products

through persuas ion and building brand preference .

Most cosmetics companies i n Niger i a rely heavily on

a d v e r t i s i n g t o promote product image and q u a l i t y and

e v e r y advert isement and commercial should c o n t r i b u t e t o

the complex symbol which i s the brand image.

Advertising g o a l , which is a s p e c i f i c communication

task h e l p s t o achieve a firms sales objectives.

Theref o re a d v e r t i s i n g o b j e c t i v e s i n mot iva t ing

consumers brand loyalty f o r d i f f e r e n t cosmetics products

can be achieved through informat ion , persuas ion and

through r e m i ~ d i n g the consumers of t he ex i s t ence and

a v a i l a b i l i t y of cosmetic products .

h o s t cosmetic firms Ln ~ U i g e r i a use informative

a d v e r t l s m g t o bui ld primary demand f o r t h e i r brands

e s p e c i a l l y during the p ioneer ing stage of the product ,

Also persuasive a d v e r t i s m g is used by the f i rms i n t h e

compet i t ive stage t o build s e l e c t i v e demand for a

p a r t i c u l a r brand of cosmetic product , However, some

pe r suas ive advertising has moved into t he category o f

comparison ac lver t l s ing , which s e e k s t o e s t a b l i s h the

superiority of one brand of product through s p e c i f i c

5.

comparison with one o r more other brands i n the

product class.

Cornparat ive advert is ing had been used by cosmetics

firms in such product category as deodorants and armpit

r o l l e r s . Consumers o f cosmet ic products are equally

motivated t o develop a brand loyalty through reminder

advertising. This is highly important in the mature

stage of the product to keep consumers of cosmetics

brands, thinking about the product. =pensive four

colour ads in magazines have the purpose not only o f

informing or persuading consumers but a l s o o f reminding

them to make purchases. Such products as "Tahoe" a

brand o f perfume, sales through this method.

Also a re la ted form o f advertisiug used i n

motivating brand loya3.t y for cosmetics product is

reinforcement advertis ing which s e e k s to assure current

purchasers of cosmetic brands that they have made the

right choice. Advertising objec t ives h e l p g r e a t l y t o

stimulate more brand usages i n an event o f low brand

usage o f cosmetics products , and it he lps equally t o

s h i f t the products demand curve upwards.

6.

The mot iva t ion of buyers of cosmetic p roduc t s is

m u ~ n i y achieved through the message c r e a t i v i t y f a c t o r

Kotler (1993:622). The effect of the c r e a t i v i t y

factor i n an advert campaign is more impor tant than

the amount o f Naira spent i n advertising. Uif fe rences

and v a r i e t y i n c r e a t i v e s t r a t e g y are undoubtedly

very important i n a d v e r t i s i n g success , Thus the

employment of creative s t r a t e g y i n ad campaigns f o r

cosmetics have v e r y strong appeal t o t h e buyers and

ad hea re r s .

Advert messages and placements have compelled

Zhe users o f cosmetic brands t o i n c r e a s e t h e i r brand

patronage i n a d d i t i o n t o t h e expected rewards which

a consumer o r buyer of cosmetic products supposed t o

get. Some o f these expected rewards are r a t i o n a l , sensory , s o c i a l o r ego s a t i s f a c t i o n which buyers o r

adhearers may v i s u a l i s e from r e s u i t s o f use

experience, product i n use exper ience , o r i n c i d e n t a l

t o u s e exper ience .

Some of t h e great names i n t h e cosmetic i n d u s t r y

have strongly recognised t h e e f f e c t i v e n e s s of advert

messages, s l o t s and g i n g l e s i n marketing their products.

7 ,

The persuasive n a t u r e of a d v e r t i s i n g o f t en t imes

induces m i n t e n t i o n a l purchasess on t h e a d h e a r e r s , they claimed,

Many good ad messages a r e r a t e d based on their

desirability, exclusiveness, and b e l i e v a b i l i t y .

The message must always say something d e s i r a b l e o r

interesting about the cosmetic product. The message

must also say something exclus ive o r d i s t i n c t i v e

that does not apply t o e v e r y brand i n the product

category of cosmetic products. Also t h e advert

message on cosmet ics must be be l ievable o r provable.

The above mentioned q u a l i t i e s of good advert messages

are the main focus of any ad campaigns o r programs.

P h i l i p Kot l e r ( 1993 : 684) .

Advertising as a powerful marketing communication

t o o l and a s u p e r i o r promo t o o l can a t tempt to push

some cosmetics products of poor q u a l i t y , t o o

expensive aud below expec ta t ion status. 'his practice

contravenes some of the r u l e s o f t h e a d v e r t i s i n g

e t h i c s and p r a c t i c e i n Aiger ia and s h o u l d be avoided.

Advert messages help to r ebu i ld an eroded i n t e r e s t

in some brauds of cosmetic products of the consumers.

As a result, ad h e a r e r s / t a r g e t audience are induced t o

8.

res tore their loyalty i n the consumption of d i f f e r e n t

brands of cosmetic products through i n t e n s i v e and

a g g r e s s i v e ad campaigns.

The hsteem brand o f h a i r cream f o r l a d i e s is back

now w i t h full f o r c e i n the cosmetic industry because o f

t h e i n c r e a s e d projection, promotion and pos i t i ve images

towards the product and its parent company through

a d v e r t i s i n g e f f o r t s . This has gone a long way in

b u i l d i n g a powerful brand l o y a l t y by the users of uteern.

'l'he advert empowerment have made p o s s i b l e the

preference of some consumers o f cosmetic products o f

one brand of the product t o t h e o t h e r . This is because

a d v e r t isments inf luence market s t r u c t u r e by creating

brand loyalties b y reducing the consumers responsiveness

to compet i t ive products even at a lower price.

(Nnolim et. a1 , 1996: 114). Also consumers of cosmetics brands bu i ld a brand

preference for the a d v e r t i s e d good and are w i l l i n g t o

pay more f o r it because t hey pe rce ive it t o be better

than an unadver t i sed but similar product . This reason

explains why many cosmetic companies and firms i n Nigeria

spend much money i n a d v e r t i s i n g t o c r e a t e brand preference

9,

motive for their bran& of cosmetics, ddvertisimg

therefore facilitates the strategy of product

different iat ion.

Consumers of cosmetic products or bran& perceive

real or apparent differences among brand. and develop

preferences, and th i s as a matter of fact, influence

buying decis ions of coneumers. A l s o preferences lead

t o brand Loyalty or consumer inertia that constitute

barrier to entry of new brands o i producto. Some brand

of coemetica with high quality and h i g h repeat purchase

potential always sustain heavy advertising over a period

of time.

The relevance of ad messages can create false tastes

and values in the adhearers, making these consumers w a n t

things they ~ b o u l d n o t have or encouraging them t o make

umeceesary purchases of cosmetic products and brands.

T h i s is because sales appeals is v e r y strong in creating

awareness and intrest i n advert is inq messages.

10.

1.2 STATEMENT OF PROBLEM - ( I ) Advert messages can o n l y make an impact where

the a d h e a r e r s has t he f i n a n c i a l p o t e n t i a l t o

make purcnases and unless t h e buyer is a b l e t o

a f f o r d t h e p r i ce , adver t messages would c e r t a i n l y

have no impact.

(2) Advert message r e a l l y has no impact o f its own

o t h e r t h a n t h e impact t he customer p u t s on it.

The p e r s u a s i v e impact a t t r i b u t a b l e t o a d v e r t

message is inere psychological and can be avoided.

(3) Advert message does noC have any impact except

Zhe consumer o r buyer is a d e q u a t e l y inotivated t o

p a t r o n i s e a p a r t i c u l a r brand, c r e a t i n g the l e v e l

of a d v e r t t o a o t i v a t e people wi th d i f f e r e n t buying

motlves is a problem.

(4) Advert messages c o n s t i t u t e a means of c r e a t i n g

awareness f o r a product I n o r d e r t o s e l l i t ,

'L'hc. essence o f advert isement woula be defea ted

i f products a d v e r t i s e d are not available.

( 5 ) Advert message may be mis leading i f t h e product

so advertised l a c k s t h e d e s ~ r e d q u a l i t y t o

at tract a reasonable consumer pa t ronage ,

11.

4. Ho: There ;is no re la t ionship between product

qual i ty and the impact of Advertising

on consumer brand loyalty f o r cosmetics

HI: There is r e l a t i o n s h i p between product

q u a l i t y and the impact o f Advertising on

consumer brand loyalty for cosmetics.

1-4 STATEMENT OF OWECTIVES -- The objectives of t h i s study are v iz :

2) To determine how advert messages and campaign

influence the patronage of some brands of

c o s m e t i c s products,

(2) To examine the psycbologicai i m p a c t i e f f e c t o f

the Advert messages on the consumer

(3) To examine the inducement impacts o f advert

nessages which makes or impels the coasumer

t o patrouise one brand of cosmetics over another.

(4) To ascertain what is responsible for some

consumers convictions on the patronage o f one

brand o f product over another.

1.5 STATEMENT - OF SIGNIFICANCE - ( 1) T h i s study is significant because sufficient

data has been built up in connection with the

subject, and further research i n this field o f

endeavour will almost be necessary at this stage.

Further Research informat ion is necessary on

the psychology of adverxising and this s tudy

seems t o have provided the wherewithal or b a s i s

t o such investigation.

(2) The Hesearch has opened up another academic

Challenge t o scholars i n the area of Advert

messages and their seducing impression on the

public

(3) The Research will provide v i t a l information f o r

the organisat ions e s p e c i a i l y i n managing product

development, d i s tr ibut ion and i n developing

advert messages that impact pos i t i ve ly on the

consumers, messages that are c a p a b l e o f

e l i c i t ing the consumer's patronage.

LIMITATIONS OF STUDY

Conducting a research o f this nature is not

without some cons tra in t s , Among the constra ints is

the fact that not much has been done on the subject

under study,

Consequent to that, it affected the volume of

information obtained from the secondary data.

Other constra ints are t ime, f inance and uncooperative

abtitude of some respondents. These factors largely

l i m i t s the amount of information at the disposal of the

researcher.

1.7 SCOPE OF STUDY

The scope of t h i s s t u d y is the coverage of the t o p i c

as staxed. This study, d i d not expand beyond the topics

dimensions. The impact o f adver t i s ing i n motivating

consumer brand loyalty fo r cosmetics brands is peculiar to

this s ignular study.

The study therefore embodies t h e cousumers o f

cosmetic brands and t h e rnanagemeut o f selected cosmetics

f i r m s in Onitsha metropol i s .

The scope however invo lves four major areas that

constitute the Onitsha metropolis , and the

areas are:

(a) Awada

( b ) Omoba

( c ) Feggae

(d) Okpoko

In these areas, some vital information were g o t ,

which helped the researcher t o do a good study on

tne impact o f advertising in motivating hrand

loyalty i n consumer patronage of cosmetics.

Kotler , P h i l i p C1993) Marketing ?lanageme& - 7th ed , , (iiaglewood L l i f f s N.J., Prentice H a l l hc.)

lYnolim e t al (1996) Principles and Practice of Narketing 11 (hugu: Jamoe ~oterprises Nig,)

We b s t e r imcyclopaedia u i c t ionary on Cosmetics.

Kotler P h i l i p and Gary Armstrong (1990) ~ a r k e t i n g : A n introduction 2nd ed. \kiaglewood Cliffs 8.J. Prentice hall h c , )

wPTER TWO

THMIRTTICAL - FRAMEWORK AND LITERATURE &VIEW

The most esoential ingredients of advertising is

communication. Thus in Ike Nwosu and Uchenna dcwo

(1996:238 ) Advertising w a s seen as a process of

communicating information pertaining t o products,

services or ideas by methoda other t h a ~ d i r e c t

persocial contacs and on an openly paid basis with

htent; to sell or otherwise obtain favourable react ion.

d s o S.Y. DUM, X.A. Barban, I).,q, iirugman

( 1990: 9 ) in their Book Advertising, its r o l e in

modern marketing def ined advertising as paid non-

p r o f i t organisations and i n d i v i d u a l s wno hope to

inform o r persuade members of a par~icular audience.

Advertisj-ngs most b a s i c funcxion is to commtmicate.

Consequeotly, it ;is an important ~ o o L for communkcatkg

facts and images about products, services , ideas,

And communicating images and facts about products

through advertising maxes it p o s s i b i e for t h i s research

work t;o consider she roles of adverxis ing i n

infiuenciug some buyers in .nieir purchase of cosmetics

brands. Consider h g the above, tuis review would

17

embrace such areas on awert i s ing and brands ,as an

overview oC Advertieing, h i s tory of Advert is ing , Importance of Advert is ing , Roles of Advertis ing , Advantages and disd%-antages of Advert is i u g , problems

of Advertising or Ad problem, Consumer Buyer influences,

psychological influences, Economic influence5 cultural

influences, Advert is ing . effectiveness , - Branding ?

and Brand loyalty, definition o f cosmetics, brands and

their qualities, the intent o f Advertising.

2.1 AN OVERVIEW OF ADVUTIS ING

The fundamentally accepted fact i n marketing is

that a product cannot s e l l i t s e l f , Gordon Oliver

(1990:17) expressed i n his Book, that products designed

60 meet consumers buyers' desires and being offered

at affordable price , w i l l not be succes s fu l unless

information about its availability and benef if s are

provided. This information is being achieved by the

use of promotional tools of which advert i s ing is one

o f it,

Therefore, advertising is one o f the four major

tools used by companies o f cosmetics products i n Nigeria,

t o direct persuasive communication t o target buyers or

adhearers. The average consumer of cosmetics prouuct i n

18.

Niger ia is exposed t o hundreds of a d v e r t i s i n g message

d a i l y . This however has been increased by the

competitive busxness environment in the coemetics

industry i n higeria t oday , which has made manufacturers

of cosmetics brands r e a l i s e that t h e b e t t e r philosophy

o f marketing is that a company must make what it can

s e l l rather than sell what it can make. Consequent ly ,

management of v a r i o u s cosmetics firms had t o expand

much e f f o r t i n the a r e a s of promotional s t r a t e g i e s t o

enable them c r e a t e awareness t o o b t a i n market

acceptance f o r t h e i r product, be compet i t ive ly

pos i t ioned , breakeven and make prof its. 'I'o achieve this,

most cosmetics firms employ various promo-tional t o o l s

variables t o g e t h e r with o t h e r m a r k e t ~ n g mix elements

l i k e product quality, prlcing, d i s t r i b u t i o n . The

most i n f l u e n t i a l among the promotional m i x t o o l s is

a d v e ~ t is ing . Advertising is an i m p o r t a u t communication t o o l

and a vital marketing element which he lps t o s e l l goods,

s e r v i c e s , images and ideas chrough channels o f

informat ion and persuas ian. Inotherwords, Advert is ing

does not s e l l a product by i t se l f even though it is

u s u a l l y credited with sales o r blamed f o r f a i l u r e t o do so.

Afterall k t is o n l y bu t one part o f the marketing

and communication process . A s a matter of fact,

it should be noted , t h a t advert isement cannot s e l l

a product that is not adequate ly distributed, nor can

it convince people t o buy a product which is h i g h l y

p r i ced , poor ly packaged and oi low q u a l i t y . This

shows t he interdependence of a d v e r t i s i n g with o the r

elements of t h e market ing m i x . Adver t i s ing is also

~nte rwoven with psychologica l needs, wants and f i n a n c i a l

backgrounds of the consumers.

2.2 HISTORY OF ADVhHTISING

Advertising has been with mankind since the period

of b a r t e r , According t o Jaw. Donald and W.E Gordon

( 1991:4-6) i n their book Basic Advert is ing, Archeologis ts

have found t h e fore-runners of lost but found n o t i c e s

in the ruins of runaway slaves. They have found

poHtica1 adver t i sements which said roughly, vote for

MarcelLius, H e is the fkfand of t h e people. However,

what we know today as modern a d v e r t i s i n g could be .

dated back t o early 18th century, nost advert isements 3 Y

were l o c a l through public announcements made, hawkers - chanting adver t i sement slogan (Boone b m Louis and

Iiurtz L. David l992:304),

Later in the period, manufacturers were.8surrounded

by selling impetus, l i t t l e o f adver t i s ing as we know it

today was v i s ~ b l e . Heformists i n a d v e r t i s i n g a l s o

emerged during tnis period in United States and some

aewspapers began t o screen their adverts , Yet by its

end, almost all the crucial elements o f contemporary

advert islug practice were formed, nat ional adver t i s ing ,

t h e f u l l s e r v i c e adverxising agency, the reliance of

the media on advert is ing suppor3.

i n 3igeria however, modern advertising emerged i n

1928 with LlNTAS LIMITED, as the first advert i s ing agency

in higeria. (Business Times, May 20, 1991: 8).

Advertising proponents i n Aigeria , have cred i t ed it

wltu facts that it advocates and mforms buyers about

f i.rms/companies products , services and ideas. They

clalmed that a d v e r z ~ s m g mforms consumers about the C

existence of products, thus broadenlag the market for them.

Advert i s ing srnce its inceptiou i n Aigeria has

always been viewed from its good aspect, b u t on the

otherhaud, others s a i d that whlle advertising helps t o

solve countless consumer problems, creates many new ones.

I n developmg countries like Aigeria, advertising seeks

t o persuade buyers rather than inform them heuce creating

wants which results i n d i s tor t ing o f natural

preference pat terns.

The ~Vigeriaa chapter o f the lnternat ional Advertising

dssoc ia t ion was formally launched on February 27th 1985,

at the like Ke Meridian Hotel Lagos. During the launch,

1,B.B members were urged to Live up t o the ir unique

object ives o f facilitating exchange of knowledge, experience

and ideas.

DIlWRT.Al\iCL OF ADVERTISING 2*3 -- There is every jus t i f i ca t i on t o bei ieve that it

pays to advertise. Those who undervalue the importance

of advert i s ing tends to be people who perceives

a d v e r t i s i n g as a cost t o be j u s t i f i e d b y s a l e s return i n

$he fiscal year, The more enlightened users value

advertising as a brand b u i l d m g inves t n ~ e n t rather like a llc.

capltal expenditure on plant aud machinery to provlde a

long t e r m return.

I n most advert strategies, a vers ion of campaign

objectives will always include some of these factors.

(i) To make an impact

(ii) To create awareness

(iii) To communicate messages

22.

To create favourable impressions

To evoke an immediate response

To remind consumers

To fulfil needs

Reinforce attitudes

TO g a i n a posit ion

To change percept ions

To consolidate a p o s i t i o n

To encourage trial.

Consequently, an enhanced view of advert is ing will

result from being sens i t ive to the following important

issues:

(a) To appreciaze how consumers predis pos i t i o q

towards adverxising can affect lts roles

( b ) To consider both the explicit and i m p l i c i t

~ o l e s of advertisiug that reflects the growing *

importance of emotional effects i n todays highly

competitive advert k i n g environments.

( c ) To appreciate how the media environment i n

which an advertisement appear can affects its

roie. And consumer purchases or buying behaviours

can provide a great deaL of emotional sat is fact ion,

and advertising does contribute t o t h i s .

The roles of advert i s ing according t o Cowley

( 1989 : 14) are :

(1) BRANDING R O U

Advertising is part of the language that brands

use t o t a l k t o t h e i r consumers or buyers. Thus i n

addit ion t o its r o l e of communicating rational reasons

f o r buying, advert is ing can add value b y bui lding an

image and personality for the brand, A W C ~ ingenuity

and innovative sicills are needed to stay ahead in the

increas ingly competitive market. The most s u c c e s s f u l

brauds prov ide , through t h e i r advert i s ing , product

q u a l i t y features as well as distinct; brand ident i t ' i e s .

role is t o make the brand re spec ted and sought

after, using values such as heritage, w i t h humour,

masculinity , f a s h i o n a b i i i t y , sociabi l i ty and strenght . -2

2. PE;RSUASION HOLE

Consumers are c o n s c i o u s i y aware that the purpose

o f advertising is to sell them something in form o f

products , idcas o r services. However t;ne.r? is a

differeuce between being s o l d and making people want

to buy. The tricksfer theory can be app l i ed t o adver t i s ing .

24

The trickstar in p o l i t i c s knows how t o heighten

consciousness o f a cause and raise an audience t o a

state of frenzy and conviction. Consumers or buyers

therefore want t o be charmed into buying through

c leverness , humour and honesty.

3. iJISMiYING R U U

Modern s o c i e t y knows that advert i s ing has t o be

t ruthfu l . T i u s does nor. prevent consumers from being

sceptical /dobbtf ul about some product claims. They

f e e l they have the r ight t o be c r i t i c a l t o argue,

t o reject and this sharply brings into Xocus an of ten

overlooked r o l e of advert is ing's disarming r o l e .

4 RkJSSUfUNCE HOLE

This is obviously one of the most important and

mostly underestimated roles of advert is ing. Consumers I

needs T o be reassured o f a product o r serv ice ,

otherwise they will loose interest easily or become

biased. This r o l e often succeed most iy when it

advertises more, lends status and respectabik i ty ,

when it justifies a premium price, it solves consumers

problems, provides qual i ty informat ion. All these can

be realised through reassurance role o f advertising.

25

50 AWARENLSS ROLA

B new product requires to be made known t o the

consumers of cosmet lcs and an exis t m g product should

be made known to those that are ignorant o f the

existence, Through effective advertising campaigns,

the awareness role will be achieved,

2.5 XDVBNTAGLS A N 0 DISADVANTAGES OF ADVLRTZSING

ADVANTAGES

According t o P h i l i p kotler and Armstrong, ( 1990: 395)

the arguements for the use of advertising are v i z :

1 Advertising triggers quick sale

'3 a, Advertising builds a h o g zerm image for a product

3. Advertising is expressive

4, advertising reaches masses of geograpbicali y

spread a, out buyers at a low cost per exposure. +-

1 Advertising o f t e n times, carries on on ly one-

way communication

2. Advertising can be' very c o s t l y w i t h radio and

newspaper advertising which always carry small

budgets.

I. i2CUl\lOPIIC/FINAVCIBL PROBLEM

Product choice is g r e a t l y in f luenced by one's

economic and f i n a n c ~ a l c ircumstances. People ' s

ecouomic circumstaucrs consist o f rhr ir spendable lucome,

its level, s t a b i l i t y , and time p a t t e r n , savings and

assets. Thus one can consider buying a part icuhr

brand o r brands of cosmetics i f he has enough spendable

income, savings o r borrowing power, Therefore adver t

messages can o n l y make some d i f f e r e n c e when the

adhearen t s has t h e f i n a n c i a l po ten t la1 t o make purchases,

2, Another problem attributable t o a d v e r t i s i n g i n

its mot iva t iona l f u n c t i o n i n a c h i e v i n g brand l o y a l t y

which can be a t t a i n e d Xhrough pe r suass ion is that each

person has a d i s t i n c t p e r s o n a l i t y that w i l l in f luence

his o r her buying beilaviour. 'the p e r s o n a l i t y here 2:

means the buyer s d i s t i n g u i s h i n g psychological

c h a r a c t e r i s t i c s that lead t o r e l a t i v e l y c o n s i s t e n t and

enduring responses t o h i s o r her enviroumeat.

Psychological f a c t o r s such as motivation, percept ion ,

learning, bel . iefs and attitudes can always i n f luence

buying choices. However, the persuas ive component o f

27,

advertising which is psychological , can be avoided

b y an adhcarer/buyer of a cosmetic brand.

3, Another problem which is attr ibuted t o Advertising

is that Advert message does not have any impact except

the consumer is adequateLy motivated t o patronise a

particular brand of cosmetics, A buyer has many needs

at any given time. Some needs are b i o g e n i c . They

arise from physiological states of tension such as

hunger, t h i r s t , discomfort. Other needs are psychogenic, I 1 lhey ar ise from psychological states o f teusion, such

as the need for recognition, esteem, or belonging.

. M o ~ t of these needs becomes a motive when it aroused

t o sufficient l e v e l o f intensity, A motive or drive

is a need that is s u f f i c i e n t l y pressing t o drive the

person to a c t , Satisfying the needs reduces the f e l t

tension. Therefore creating the leve l o f advert to

motidbe people with different motives t o buy a brand

o f cosmetics becomes a problem.

4, Advert message c o n s t i t u t e a way of creating awareness

for a product t o s e l l it. Advertising a particular

brand of cosmet;ics which does not exist or only exisrs

in &he uind w i l l pose a problem. A product which is

28.

very scarce or not available at a l l has rendered

any ad impact which may have r e s u l t e d from advertis ing

sucrl a brand i n e f f e c t i v e , This is because advertis ing

what does not e x i s t is meaningless.

5. Another problem associated w i t h advert i s ing ,

is that advert message can be misleading. This is

because the persuasive nature o f advertls ing o f ten

encourages false tastes and values , confusing and

making people want th ings they should not have or

encouraging people t o make unnecessary purcmses and

t o b e m a t e r i a l i s t i c , Advertising AS equally noted

to prornoxe materialism and false value because it 1s

used t;o promote products that satisfy the materialistic

requuerneuts o f consumers. 5ometimes t h e brands b e m g

advertised may lack the des i red quality t o attract a

reasonable consumer/buyer response . . *

6, Advert message, may create the problem of greater

demands and raise pr ices of the advertised cosmetics

product. This is because intensive advertlsing

campaigns may lead t o higher t o t a l cos t o f a product.

2.7 CONSUk1GR B U Y U INFLUk3K%S

PS YC~IOLCK;XC+U, INFLULNCLS

Psychological i n f l u e n c e s forms a major part o f consumer

behaviour, and consumer behaviour can be def ined as

the behaviour t h a t consumers or buyers o f products o r

services exhibit i n searching f o r , purchasing, using,

evaiuating and d i spos ing of products, s e r v i c e s and ideas

which they expect will satisfy their need. (Geoff

laneas ter and Lester >lassigham l988:M).

Ps ychological perspective of che buyer has become a

very s e n s ~ t i v e aspec t of consumer's or buyers behaviour.

T h i s goes t o e x p l a l n why there are always failures i n

marketing and a d v e r t i s i n g a c t ~ v i t i e s where the buyers

are not a d e q u a t e l y s t u d i e d t o f ind out why and how t h e y

behave i n a p a r t i c u l a r way, and what makes t h e m to

behave tile way they do. A s a r e s u l t , tile relevance ;.

of the consumer t o any f i r m has forced the company t o

consider consumers response o r reaction to certain

internal and ex terna l stimuli.

According t o HIalter Woods, (1960:16) i n h i s paper,

he says that all consumer behaviour is motivated, but

a c r u a l choices made t o satisfy motives may depend on

other psyc~ological variables. He equally s t a t e d that

motivation as the case may b e , is always a secondary

fac tor i n consumer choice, although it underlies

a i l consumer behilviour. H e S a i d that two sets of

factors determine the choices that are made and they

are personality o f the purchaser and the character is t ic

o f the product. klowever i n support of the above

proposit ion by Walter Woods, ho t l er ( 1991: 174)

highlighted i n h i s book that a persons buying choices

are also infiuenced by four major psychological

fac tors and they are motivation, perception, learning,

beliefs and attitudes.

Also Chisnall ( 1973 : 37) explains that motivation

as a concept is used t o d e s c r i b e the energising force

whrch orig inates , sustains, and d i r e c t s a c t i v i t i e s

towards diverse obaect ions . H e theref ore classified $

motives as learued or unlearned, ra t iona l or emotional,

conscious or unconscious, physical (biogenic)

pe ychological (psychogenic j . l2COYOMIC INFLULhCLS - -

The consumer or buyer behaviour is influenced t o a

large extent by his rea l income l e v e l . Therefore

economic aspect of behaviour involves those elements

of consumer bebaviour that are influenced b y

consumers ' income o r purchasing power. Kotler ( 1991:

170) ca l l ed i t economic circumstance when he said that

product choice is great ly affected by one's economic

circumstances. Thus, h i s asser t ion is t h a t the

determinant of how consumer behaves is a funct ion o f

h i s d iscret ionary income.

k3ronteabrenner ( 1990: 44) i n his book t~conornics , s tated that man is a rat ional being and the nature of

h i s buying income makes him t o b e economically

ra t i ona l i n behaviour. he maintained that the

assumption of economic r a t i o n a l i t y a l lows economists

t o predict on the b a s i s that people are motivated

by self interest;. Consequently, it is assumed that

individuals appraise alternative courses of act ion

and then choose the one that promises the greatest

but optimum r e s u l t . Thus, the consumer compares, ;;

contrasts, evaluates or weighs the product q u a l i t y ,

packaging, quantity, and price o f commodities t o make

a better choice.

CUL'I'UUL UFLUrACcS

Culture is defined as al l p a r t s , b e l i e f s ,

soc ia l i n s t i t u t i o n s e t c which is as soc ia t ed with a

community, race or group of people , These cu l tura l

factors exert a great inf luence i n the buyer behaviour.

'therefore cultural norms, values, family life cycle ,

opinion leadership a f f e c t s peoples ' o r i e n t a t i o n .

'I'his explalns why ad campaigns and programmes must be

considered i n t h e l i g a t o f c u l t u r a l expectations.

Advertising plays different r o l e s i n different societies

depending on the set o f assumptions held about such

fundamental. matters as the relatiomhip between

individual and societal i n t e r e s t s ,

Jugenheher and White (1991:8) even remarked that

marketers and advertisers have utilised the opportuni t ies

provided by zhe changes i n the way people l i v e s in

designing the i r messages. It therefore becomes obvious

tuat these influences may affect the buyeri s choice

o f cosmetics through att i tude developed for brand

preferences or loyalties for cosmet i c brands through 2.

one form o f aavertismg or another.

2.8 AUVLRT IS I N G EFFECTIVENESS

A s p a r t o f management o f its a d v e r t i s i n g program,

a company o r firm should always e v a l u a t e t h e

e f f e c t i v e n e s s of a d v e r t i s i u g messages. An e f f e c t i v e

adver t i sement is not iced, r ead and understood, be l ieved,

remembered and acted upon, A n effective advert isement

is t h e adve r t t h a t produces the d e s i r e d response from

the z a r g e t audience. Nnolim e t a1 (1996: 154). A11

a d v e r t t h e r e f o r e , may be measured i n terms o f sales

e f f e c t and commuaication e f f e c t . Comrnunicatioo effect

determines The effect of a given a d v e r t i s i n g on buyers

knowledge, at t i tude and convictiorls. It seeks t o

discover whether t h e a d v e r t k i n g is achieving its

communication effect. h f f e c t i v e n e s s is usually t i e d

t o purchasing response o r sales e f f e c t , but this is

n o t m s i l y established and sales is n o t always an

evidence of successful advert is ing . AdverXis ing

e f f e c t i v e n e s s t h e r e f o r e , needs t o be measured i n the

context of a d v e r t i s i n g goals o r communication object~ves,

Noreover ad e f f e c t s may ex~end o u t s i d e t h e def ined

o b j e c t i v e s . Sometimes a d v e r t i s i n g has a Laggard o r

de layed effect, making measurement a d i f f i c u l t task.

34.

The eva luat ion o f a d v e r t i s i n g may be based on

a single advertisement, on a campaign o r sequence of

campaigns. Testing can take piace at various

stages during the campaign befure the completion o f

the advertisement, during their appearance o r after

they have appeared. The critical dec i s ion is whether

t o test before or after t h e campaign has appeared.

Tes t s that are run pr ior to the appearance o f the

campaign a r e known as p r e t e s t i n g , while those that

measure a f t e r the campaign is run is c a l l e d post-teszing.

Both pretest ing and pos t tes t ing of advertising are

aculeved through q u a l i t a t i v e research aimed at

uncovering a t t r i b u t e s of $he advertisement that may b e

s t r e s s e d , or potent ia l problem areas that should be

e l b i n a t ed.

9 - BRANDING AND BRAAD LOYALTY

In developing a marketing strategy for ind iv idua l

products, The s e i l e r has t o confront the issue o f

branding. This is because branding can add g r e a t

value t o a product arid is Lherefare an intrinsic

aspect o f product strategy. kotler (19%~: 462)

drmandlng is rhe process of dlfferentiatlng one

35. producer's product and services from that o f o thers .

Branding makes it easy for consumers t o i d e n t i f y products

or services. Brands also assure purchasers o f cosmetics

products that t h e y a r e getting comparable quality when

they reorder.

Branding can take the form of name, term, symbol ,

design used for the identification of a product o r

s e r v i c e . For sellers ,brands ,are something that can be

advertised and that will be recognized when d i s p l a y e d on

shelves i n a s t o r e , Branding he lps sel lers t o control

t h e i r market because buyers w i l l not confuse one branded

product wi th another. Branding reduces price comparisons

because it is hard t o compare p r i c e s on two items with

different brands. Stanton (1984:220),

Branding of product is necessary i n a highly

competitive market l i k e the cosmetics industry t o ensure

Customers recogn i t ion aud Tor the protect ion o f the P

company's product image. Furthermore, through branding

o f prouucts , the goodwill originating from the product

accrues d i r e c t l y to the company. Hranding is the b a s i s

of pull marketing and through branding, ahmore stable

continuous market and market share is established.

'the seller's brand name and trademark provide

legal protect ion of unique product features , which

would otherwise b e copied b y competitors, It gives

the s e l l e r the opportunity t o a t t rac t a l o y a l and

prof i table set of customers, Brand loyadty g i v e s the

s e l l e r some protection from competition and greater

control i n planning their marketing m i x .

BRAND LOYALTY

Brand loyalty is 1usualLy preceeded by brarid c r i t e r i a

ratings which enables the consumer to determine

preference l e v e l s wilich i n turn inf luence purchase

iutentiom . Braud criteria ratings according t o

Uomrnerrnut~~, ( 1989:74) are the c o l l e c t i o n s o f faeb, as

interpreted by consumers, regarding how well each brand

i n a product category rates on each relevant evaluation

cr l t .wion .

Hussell J , T , and Lane, W.H. (1990:76) def ines brand

l o y a l t y as a technique for market segmentation.

T h i s is when buyers or consumers of cosmetics products

builds a11 i n t e r e s t towards the usage, qual i ty , and

benefits of a particular brand over another. B market

can b e segmented b y consumer loyaltw patterns.

37.

Brand l o y a l t y is def ined as a biased behavioural

response expressed over time b y some dec i s ion making

uni t , with respect t o one or more alternative brands

out o f a s e t of such brands and it is a function o f

psychological processes.

2.10 ADVMTIS ING BUDGET - After determining advertis ing objectives , the

company can proceed t o establish its advertis ing

budget for each product. Ihe r o l e of advertising is

t o s h l f t the product I s demand curve upward, 'lhe

company wants t o spend the amount required t o act~ieve

sales goal. Kopler ( 1993: 620).

No matter the goal, the s tar t ing point for t o p

management is to s e t the budget f o r the advertising

programme. The f i r m must dec ide how much t o spend on

advertising. The budget is a plan that is used to I

allocate fund t o each advertising c o s t . Within the

advert is ing appropriation, that is Zota l sum of money

aliocated to advert k i n g during a given f inancial

period, different products, d i f f=rent markets,

different media, may each be a l l oca ted a share o f the

t o t a l fund, ~Unolim et. a1 (1996:131).

38.

Usually, estimates o f the c o s t o f each sask is

taken i n t o consideration and determined within the

f i n a n c ~ a l c a p a b i l i t i e s o f xhe company. Various decision

models have been proposed f o r setting the advertising budget

and -they are saies response and decay model, the

communication stage model, the adaptive control model,

Competitive share model, e t c . advert is ing budget is

o n l y a f i n a n c i a l plan for future advert ising progrimme,

established t o cover a specific period o f time,

usually a year. Advertising expenditure should continue

to increase t o the p o i n t where marginal u n i t o f

lncrcase adds jusl; as much t o c o s t s as i t does t o

r'evenue . In prwact ice, advert is ing expenditure may be

couditioned by what a prouuct can a f f o r d , i f the product

is a profit centre.

ddvert is inq expenditure should b e e s t a b l i s h e d on the

basis uf cost ef fect ive solutions to commuuication

probLems. The adver t i ser tcllds t o maximise h i s r e t u r n

aud hence advert is ing expenditure should b e coat iaued s o

Long as i t adds more t o revenue than t o c o s t s .

The bottom-up approach establ ishes the advertising

expenditure according t o the job t o be done. While t h e

top-down approach is based on how much can be afforded.

A companyts advertising budget is affected by a

v a r i e t y of factors. 'l'he most important o f these

are the economic and competitive environment, the

product l i f e cycle and the advertising goals and

objectives.

2.11 M E D I A SELECTION

Selecting or choosing advertising media t~ carry

the advertising message rs very tasking rr. for f irms. , - 'l'his choice of media i n v o l v e s d e c i d i n g on d e s i r e d

reach, frequency, impact, choosing among major media

types, se lect ing specific media vehicles and dec id ing

on media timing,

Aedia selection I s the problem of finding the

most cost-effective media t o deliver the desired

number o f exposures t o the target audience b y producers - of cosmetics brands. By the d e s i r e d number of

exposures, the advertiser is seeking a certain response

from the target aud ience , for example a certain level

of product tzial. The rote o f product trial w i l l

depend among other things , on the l eve i o f audience

brand awareness. Audience awareness w i l l b e greater,

tile higher the exposures ' reach, f re queacy, ana impact.

Heach is most important f o r achieving i n i t i a l

awareness of a new product, while frequency is more

importaut for a complex product or for creating a

brand image. nany advertisers believe that the

target audlence needs a large number o f exposures f o r

the advertising t o work and that introductory

advertisements make t o o weak an impression t o i n i t i a t e

much interest i n buying. Succeeding advertisements

may sometimes be more e f f e c t i v e by bui lding up

already established weak impressions t o the action

l e v e l . Heavy introduc1;ory advert is ing may increase

reach and frequency t o the point that the impact may

be sustained s i m p l y w i t h maintenance level advert; is ing

spending.

The major media types, in order o f their

a d v e r t i s i n g volume are newspapers, television, direct

m a g , radio , magazines, and outdour. mch medium bas

c e r t a i n advantages and l imitat ions . Media planners

make their choice among ebese media categories b y .

considering several variables, v i z are:

- r 1 larget audience : media habizs for example,

radio and t e l ev i s ion are t h e most e f f ec t ive

media for reaching teenagers.

41.

- Product: some designers perfumea and women's

dresses are b e s t shown i n color magazines

- Message: d message announcing a major sale

tomorrow w i l l require radio or newspapers.

- Cost: Television is very expensive, whereas

newspapers advertising is inexpensive

bihat counts o f course, is the cost per thousand

exposures r a t h e r than total cost.

For a long time, t e l e v i s i o n enjoyed the dominant

p o s ~ t i o n i n the media m i x and other media were neglected.

LLS time goes on, severa l companies found tnat a

combiuat~on of p r i n t ads and t e l e v i s i o n coaaercxkls

often did a b e t t e r j o b than t e l e v i s i o a commercials alone.

'Ibis i l l u s t r a t e s that advert isers must p e r i o d i c a l l y

review the different media t o determine their b e s t buys.

Another reason f o r rev iew is the emergence of new media,

S U C ~ A as cabie l'V, videotext, and video recorders.

Cosmetics are ar t i c l e s intended t o be rubbed,

poured, spr ink led o r sprayed on, introduced into or

otherwise a p p i i e d t o human body or any p a r t thereof f o r

c leans ing , beaut if ying , promoting attractiveness or

altering the appearance.

L'hu aim of cosmetics preparation is to enhance

tne general appearance b y m i m i s i n g defects and o b t r u s i v e l y

directing a t t en t ion towards individual q u a l i t i e s . Properly

apglied, there is not the slightest doubt t h a t cosmetics

can acuieve an astonisti iug transformation o f an otherwise

unluteresting face. ' h e psyc i lo log ica l va lue oi cosmexic

preparations shou ld not be underestimated, Nany indiv iduals

suffer from d i szress ing akin i n f e c t i o n s and i n such c a s e s ,

the s k i l l f u i use of cosmetics can o f t en disguise or at

least minimise such a condit ion and thus completely a l t e r

;he sufferers outf ook on life.

Although as we know tfiaf; the s k i n canrlot be f e d b y -

external ineuns, t;ne application o f emollient; creams

provides a valuable check t o premature ageing o f the s k i n ,

as these creams assist i n keep ing the outer cormeus layer

soft and s u g p l e and minimise chapping and windburn.

Powders possess soo th ing and cooling proper t i e s

and h e l p t o prevent skin macreation and i n f e c t i o n i n

r e g i o u o f t h e body s u b j e c t t o heavy p e r s p i r a t i o n .

A'he d ~ s i r a b i e improverneut i n hygiene produced by

the introduction o f dentrifices r e q u i r e s no eiaboracion.

d h i l s t t h e moderate exposure o f the human body t o

sunligrlt LS b e n e f i c i a l i f carried 6 0 excess, detrimental f

results accrue , (Yany i rr i tab l e sk in c o n d ~ t i o n s are

exacerbated and t h e r e is evldence that the development

of malignant growth may be encouraged.

'the investigation of such prepar'at ions is a s p e c i a i i s e d

f i e l d which X k l e cosmetician has biazed the Trial. The

demat o l o g i s t and pharmacist have been quick t o adopt

the pioneer work of the cosmetician i n developing new

ernuls i f i e d uintmeat bases aud l o t i o n s , which r e s u l t that

many of these prepara-cious are not o n l y more aesthetic

iu uge but are rnwre theraupeticaliy e f f e c t i v e ( k ' e b s t e r

For purpose of this study, cosmetics are d iv ided

inxo both creams, soaps , deodorants, perfumes, Aail

po l i sh , l i p s t i c k s , d o l l on, Eye shadows etc.

44.

(A) CHLMS:

Creams are divided i n t o ones packaged i n a container

and loxious in tubes.

(i) SWbET SIXTGEN -- BOOY C H U M :

T h i s brand of body cream, h e l p s t o tone and moisture

coarse dry body s k i n , It can h e l p t o postpone problems

such as premature ageing, loss of firmness, e l a s t i c i t y ,

stretch marks, sagging, dehydrates flaking skin, s o f t

smooth and velvety to the touch.

T h i s brand o f body cream is capable of penetrating

quickly into the body and start working i n s t a n t l y t o

nourish the s k i n w i t h moisture. It is never greasy

or s t i c k y . Fresh is a special d r y skin and age new *.

formula, which makes the skin smooth, supple and

Younger f ee l ing with a l i g h t refreshing fragrance.

XAKGR - LEVER BROTHhRS NIG. PLC.

(iii) I\IATUHESSENCE -- Naturessence helps t o rninimise t h e appearance o f dry

lines aud wrinkles a s s o c i a t e d with premature ageing of

tne snin. Lt h e l p s the skin reach the peak of youthfulness

45.

and ensures immediate improvement in texture and

appearance.

MAKl3X - B I K U COSEclETICS N I G . LTD

(iv) Y W BABY OIL - Pears baby oil is mdde pure and gentle to so f ten

and p r o ~ e c t the tender skin and scalp of your baby.

P U k H h V c H BHbs N I G PLC.

This body cream h e l p to cleanse and protect the

body against any kind of body odour and unpleasant

smell, 2revents premature ageing, windburn, stretch

marks. it 1s cool and g e n t l e to the a~in,

.~~~ - P.Z. IADUSTHILS LTD

l'l~is soap is spec ia l ly formulated with cleansers

and 'I'CC ('l'rictlloro Carbaniiide) an effective antibacterial

agent. The combination is a refreaning way to clean

Your sk in and h e l p maintain iis heal thy looking appearance.

(ii) LUX T O U T SOAP 46.

Lux i8 for normal skin w i t h vitamin E. Lux heips

retain moisture o a the s k i n surface.

MAKER - LEVER BROTHERS N I G E R I A ?LC*

(iii) WMJ OSUN SOAP (NCHA NKOTA)

This is a luxury milled native black soap, with

Osun (canwood extract), citrus juices, native honey,

high umap shea butter, Aloe Vera and natural vitamins.

B e l p s the skin to retain ita natural colour,

lUKER - COSMOS C H E M X U L S LTD.

(iv) TUM SAVON SOAP

T u r a Savun eoap. gently cleanses t o h e l p protect

against body odour and skin infect ions or irritatiom.

Soothes prickly heat and helps t o prevent dandruff and

germ, leaving s k i n f e e l i n g fresh, clean and nealthy.

biegular use helps protect against body odour, skin

infect lorn or irritations,

MAKLR - TURA INTERNATIONAL NIGERIA

(v) S K I N SUCCESS MKDICATED GERMICIDAL SOAP

Skin success medicated germicidal soap contains a

safe and powerful antioeptic . Use for your personal

hygiene and f o r protection against ekin infections,

prickly heat , body odour , dandruff and other hair

infect ions .

MAKER - VINCO COSMEl"l'CS LTD.

BAIH RkXAXERS AND CONDITIONERS

(i) Champion w i l l keep your ha ir s o f t and easily

manageable w i t h special o i l s and refreshing fragrance,

MAKER - PAIX NIG LTD.

(ii) PETALS HAIR RELAXER:

Peta l s will restore the natural state of your hair

and make your hair s o f t and dandruff free.

MAKER - FRANREN INDUSTRIES ABEOKUTA*

(iii) I . EMILY MILLIONAIRE HAIR TWTMNT

~ m i l ~ r p i l l i o n a i r e hair treatment is a natural

hair? rood. It i~ ideal for cutt ing hairs. ~ W e s the

hairs s o f t and elegance and made from natural herbs.

MAKER - Emily Cosmetics Industries.

(i) TAHOE FOR MEN

' . NO gentleman is truly w e l l dressed without the

48,

finishing touch of Tahoe. It has l i v e l y fragrance

notes in vibrant harmony.

*UUR - FXRST F'W COSMETICS NIG*

(ii) ATTITUDES :

A perfume of distinction. W i c h e d with fragrance

and l a s t i n g s m e l l which makes one feel fresh.

MAKER - F'LOFIA TRUWORTHS N I G .

(iii) SILVER CAPE

This perfume is gentle, effective and fresh.

U K L R - SILVER COSMETICS LAGOS

DAOUOWTS

(i) ERATO:

For the m a n who brings a symphony of style t o

h i s l i f e . anriched with fragrance and soothing

smell.

MAKER - E Z I W INDUSTRIES ABA.

(ii) ALL DAY DEODORANTS:

A l l day deodorants is a n t i perspirant deodorant.

T r u s t a l l day f o r all day coof i ,?rice,

49.

MAKER - U T E S ASSOCWTED INDUSTRIES ONITSHA

N A I L POLISH

(i) PARKER NAIL POLISH

T h i s contains n a i l enamel with long l a s t i n g formula

( l v ) TEONS NAIL POLISH - cool and soothing t o the n a i l

(i) M A S S W EYE: SHADOWS

Maslscara eye shadows makes you appear elegance

and gives you a desired feminine touch.

2.13 THE INTENT OF ADVERTISING

advertising helps t o influence market structure

by creating brand loyal t ies for cosmetics brands of

products. The economist claim that advertising

creates the supposition of differences among products

that are essentially the same. In the consumer

patronage of cosmetics, the consumers is a result of

50.

advert messages, placements, and s lots thereby build

a brand preference for the advertised good and are

willing t o pay more for it because they p e r c e i v e i t

t o be b e t t e r than an unadvertised but similar product,

Adverthug gives the advertised cosmetics product

the market power. hrnest 0. Adrika, b a a Ebue,

Oorothy Nnolim (1996:115) i n their book principles

and practice of marketing 11.

This market power can be oeen i n the great in f luence

advert message exerts on the Nigerian cosmetic buyers

over the years. The d e s i r e t o buy a p a r t i c u l a r brand

of cosmetics product is a function of how adver t

message projects such a brand.

REFERENCES

Ure Nwosu and Uchenna Ekwo (1996) Mass Media and Marketing Communications 1P;rlnc l p l e s , Perspectives and Practices)

S.W. Dunn. A.M. Barban. D.M. bufmian (1990) ~ d v e r t i s i n : I t s Role i n ~ o d e r n ,H&ketirm.

+he Dryden Yress). TChlcwo

Gordon Oliver, ( 1990) Marketing Today - (U,K' Prenizice Hall International)

Boon h, Louis and Purtz L. David, (1992) Contemporary Marketing . 3rd ed. ~ X l i i n o i s : Dryden Press)

The Hole of Advertising in Nigeria Economic Development ( 1991) Business Times

Kotler , P h i l i p and Armstrong, ( 1990) Marketing: an lntroduct ion Znd e: d. t z l e w o o d ~ l i f fs , ~ n e n t i c e Hall Inc. )

Geoff Lancaster and Lester Massigham (1988) Essent ia l s of Marketing Text and Cases, n o

N n o l i m e t a1 (1996) Principles and Practices of Marketing I1 (Enugu: Jamoe gnterprises hlg . )

Aotler , Philip ( 1993) -- Marketing Management 7th ed. (Eaglewood Cliffs, N.J., Prentice

M r n E R THREE - RESEARCH DESIGN AND NETHODOLOCY - -

Having got ten a good grasp o f the statements o f

problems, objectives o f study, formulated hypothesis,

statements of significance , scope a f study, l imitation

of study, it became necessary to specify def in i te

procedures for co l l ec t ing the relevant data,

questionnaire d e s igo, sample determination and method

of data analysis .

3 . 1 - ME3HODS AND SOURCES OF DATA COLLECTION

Data contribute very important too l and the aspect

o f research design. The data for this study were

obtained from both primary and secondary sources. The

use of structured questionnaires , surveys and oral

interview method were part o f the primary sources

adopted.

Questionnaires for consumers of cosmetics

brands of product and the managemeat of cosmetic firms

in Onitsha metropolis were administered t o these groups

of people who forme the respondents.

Oral interviews were equally used t o obtain

addit ional information from some of the respondents.

Final ly secondary information was also gathered

*om library sources, relevant text books, magazines,

journals and business publicat ions .

3.2 QUESTIONNAIRE DESIGN

According t o Peter N. Chisnall (1981) a questionnaire

1s a method of obtaining information about a defined

problem, so that the data after analysis and interpretation

result8 in a b e t t e r appreciation of the problem.

Theref ore, carefully designed questionnaire were

used t o get relevant information from the respondents,

which will be useful i n proffering so lut ions t o the

objective o f the study. - Questions were asked i n the relevant areas t o the

d i f ferent hypothesis formulated. The questionnaire

utiiised both al ternat ive and multiple choice questions.

Open ended questions were also-asked where necessary.

3.3 DETERMINATION OF RESMRCEI POPULATION

Since no researcher can af ford t o deal with the

en t i re population because of some obvious constraints ,

a hypothetical population o f 800 was assumed for the

purpose of t h i s study.

Therefore, to determine the sample size or sample

population, the researcher conducted a p i l o t survey t o

find out the proportion o f cosmetic users or consumere

from a randomly s e l ec t ed people i n Onitsha metropaPi8.

as an illustration, if 95% confidence level is taken

and an estimated standard deviation o f 1.96 for value

w i l l be used i n computing the sample size.

From the survey, 36 respondents (72%) indicated

that they use cosmetics , positive response or react ion,

while 14 people or respondente (28%) indicated that they .,

do not use cosmetics, negative response or reaction.

Therefore the technique or formula below was used

t o determine the sample population.

Where ;

N = Sample s i z e t o be computed

= 1.96 standard deviation for the desired

l e v e l o f confidence.

P = 7296, percentage o f positive response

q = 2%, percentage of negative response

e = 5% l i m i t of tolerable error

Substituting them for N at 95% confidence level or Z

= 1.96 standard deviation and at 5% tolerable error.

Therefore, 309 reapondents/queationnairesii should be

dis tr ibuted ta consuers of cosmetic products in -- . .

Onitsha metropolis i e t o the consumers of different .

cosmetic brands of products.

56.

3 e4 IWTHOD OF ANALYSIS

Data w i l l be presented in tabular form. Sample

percentages were used for descriptive purposes.

2 The chi-square (x ) method w i l l be used to t e s t

all the hypothesis. T h i s is because the questions in

the questionnaires used have variable responses

associated with them by the consumer respondents.

To use the chi-square, goodness of fit tables w i l l

be used. The hypothesis will be treated at 5% level

of significance and the results will be analysed and

interpreted in subsequent chapters.

Thus the test statist ic for testing the various

hypotksiri in t h i s study is based on the formula below:

where ;

f o = Observed frequency o f response

fe = dxpected frequency of response

X 2 = Chi-square value t o be calculated

ST = Summation s ign.

Peter, M. Chisnall (1981) Marketin Research and Measurement. 2nd e &: Hccirar-ail1 &OK Company L t d , )

Kinnear and Taylor, ( 199 1) Research Methodology Concepts. ( Massachussetr : PUS-Kent Pub1 Ashlntg Company).

Gerald, Zoltman and P h i l i p C. Buffer ( 1981)

h b u i , K. Ikeagwu, (1998) Groundwork of Resear& Methods and Procedures (&nugu: lnstituze of Uevelopmen~ Studies, UNkC).

kio bert Fe b e r , ( 1979) Market Hesearch (New York: Mctiraw-Hill Book Company Inc. ).

CHAPTER FOUR

PRESENTATION AND A N A L Y S I S OF DATA

T h e aim of t h i s c h a p t e r is to s t u d y closely the d a t a

collected from r e t u r n e d q u e s t i o n n a i r e s and h e n c e g ive

v a r i o u s analysis based o n these d a t a .

Q u e s t i o n n a i r e s were adminf s t e r e d i n course of this

research to the consumers of cosmetic brands i n O n i t s h a

Metropolis.

In a n a l y s i n g and 3 r e s e n t i n g data obtained through

t h e s e a d m i n i s t e r e d q u e s t i o n n a i r e s , emphas i s was placed

more on the questions that have s t r o n q S e a r i n g on t h e

h y p o t h e s i s ,

A l s o i n analysinq the data, q u e s t i o n s were picked

from t h e drawn q u e s t i o n n a i r e s by writing 'hem o u t f o r

a n a l y s i s .

~ 9 I S T R I B U T I O N O F QUESTIONNAIRES

A total of 309 q u e s t i o n n a i r e s were issued to the

population size r e s p o n d e n t s of consumers of cosmetic

products In O n i t s h a .

The a n a l y s i s of '!?is s t u d y Fs therefore based on 'he

309 q u e s t i o n n a i r e s i s s u e d to these consumers of cosmetic

brands i n C n i t s h a m e t r o p o l i s ,

Unreturned

T A B L E 4.3 RETURN OF Q U E S T I O N N A I Z E S

TABLE 4.2 DOES PRICS INFLCEXCS YOUR CHCICE OF

ALLOCATION OF QUESTIONNAI!?ES

Filled and 4eturned

RESPONSE

Yes

No

Don ' t know

N e u t r a l

Undecided

I

CONSUMERS

309

TOTAL

PERCENT

100

!SMETIC S R A N D

FREQUENCY

240

42

60

37

3 0

309

PERCENTAGE

'Tab12 3.2 shows t h a t 45.32% of t h e consumer

respondents said that price influence t h e i r choice of

cosmetic brands; 23.59% said tha-k ?rice does not

influence their choice of cosmetic brands ; 19.42% claimed

t h a t they d o n t know w h e t h e r p r i c e i n f l u e n c e t h e i r choice;

11.97% of the consumer r e s p o n d e n t s showed a neutral

r e s p o n s e ; w h i l e 9.71% w e r e undecided i n their response.

TABLE 3 . 3 HCW XOULD YOU RATE THE EFFECT OF' PRCDUCT PRICE ON YOUR CHCICZ O F COSMETIC BRANDS

I 1

V e r y strong

RESPONSE

Strong

Weak Effects

FREQUENCY

TOTAL 1 309

PERCENTAGE

Table 4.3 shows t h a t of t h e consumer respondents,

45.31% indicated very s t r o n g cffect of product price on

their choice of cosmetic b r a n d s ; 40.13% s a i d that product

price has s t rong effect o n 3 e i r cncice of cosmetic Srands;

w h i l e 15.56;s of them claimed that product price has

weak effect on their choice of cosmetic brands.

TABLE 4.4 DOES ADVEXT MESSAGE HAVE ANY PSYCHOLOGICAL INDUCEMENT ON YOUR PURCHASE DECISION

3ESPONSES

Y e s

No

Dont Itnow

Neutral

FQ EQUEPICY

120

68

6 3

58

P TRCENTAGE

7 ~ $ 3

22.01

20.39

18.77

According t o table 4.4 38.832 said yes t h a t

Advert message, have a p s y c h o l o g i c a l i nducemen t o n

their purchase d e c i s i o n , w h i l e 22.01% a f f i r m e d N o t h a t

Advert message have n o t any p s y c h o l o g i c a l inducement on

their purchase d e c i s i o n ; 20.39% of the consumers answered

d o n t know and 18.77% of t h e respondents were neutral on

t h e i r response.

TABLZ 4.5 WHAT PFiODUCT FEATURES SPECIFICALLY INDUCE YOUR PURCHASE 3ECISIIN

?raduct Q u a l i t y

Produc? uses

P r o d u c t type

Product price

- .

FREQUENCY

Table 3.5 shows t h a t of 'he respondents, 42.07%

TCTAL

sa id t h a t p r o d u c t q u a l i t y is a f e a t u r e t b a t specifically

309 1

200

i n d u c e their patronage o r purchase decision f o r cosmetic

I

brands; 35,293 of respondents a n s w e r e d 3roauct uses as a

feature t h a t induce their purchase d e c i s i c n ; 2 . 9 4 % of

them claimed product type; and 9:71% of the respondents

indicated product price as a fea ture t h a t i n d u c e their

~ u r c h a s e .

TABLE 4.6 HOW XCULD YOU 3 A ' X TEE SFFSCY OF P S Y C X L C G I C A L INFLUENCZS ON YOUR PURCklAS5 3ECISION

TOTAL 309 700

Very hiqh dffect 4

High effect

L o w ef fec t

Table 4.6 shows t h a t 43.69% of the respondents

i n d i c a t e d a ve ry high effect of psychological influences

on t h e i r 3urchase dectsion f o r cosmetics; 38.83% of

t h e consumers claimed h i g h effect of psyc!-mlogical

f a c t z r s on t h e i r ?urchase declsion ; whil? 17.48%

claimed t h a t there is l o w effect af psychological

f ac to r s on t h e i r p u r c h a s e decision.

I

I 3 5

120

54

43.69

38-33

Z7.48

TABLE 4.7 HAVE YOU SOUGHT A SRAND OF COSMETICS BGFORE AND SUCDENLY REALISEC YOU DONT F!EALLY NEED IT

Yes

No

Don t know

Undec ided

RESPCNSE FREQUENCY

TOTAL I 309

PERCENTAGZ

According to the table, 59.87% of ?he consumers

sa id t h a t they have actually bough= a Srand of cosmetics

Sefors and suddenly realised t ha t 'hey d o n t need it,

19-74", said no %at i t has n o t happened to them Sefore;

9.72% of the respondents answered d o n t know; w h i l e

10.68% of the consumers were u n d e c i d e d about t h e question.

TABLZ 4.8 3 0 2 s P9CSUCT AVAILABILZTY I N F L U E N C E Y 01

RESPCNSE

No

Don t know

Neutral

TOTAL

Tab le 4.8 shows that 57.61% of the c o n s u m e r

r e s p o n d e n t s agreed t o p r o d u c t a v a i l a b i l i t y as a n

i n f l u e n t i a l factor for t h e i r chcice of cosmetics

S r a n d s ; 17.48% s a i d No t h a t p r o d u c t a v a i l a b i l i t y is

? n o t a z s c t o r t h a t i n f l u e n c e their choicz of c o s m e t f c s ,

12.94% claimed d o n t know; w h i l e 22.97% of t h e c o n s u m e r

r e s p o n d e n t s were neutral a b o u t the acswer,

TXeLZ 4.9 WHAT M E D I U M S F ZNFCRMATICN APPEALS MCST TC YOV

3 r o a d c a s t media

B i l l Soards

RESPCNSE

P r i n t media

Table 4.9 shows t h a t of the c o n s u m e r r e s p o n d e n t s ,

FREQUENCY PERCENTAGE

P e r s o n a l s e l l i n g

TCTBL

31.72% i n d i c a t e d that p r i n t media of i n f o r m a t i o n ,

a p p e a l s most t o them; 35.28% claimed that broadcast

98

media ~f radio a n d t e l e v i s i o n appeals m o s t t o them;

16.32% r e s p o n d e d to b i l l boards as the most a p p e a l i n q

medium of i n f o r m a k i o n ; and 16.18% o p t e d fcr p e r s o n a l

i 32.72

50 26.18

309 l 100

s e l l i n g a s their n o s t a p p e a l i n g medium of i n f o r m a t i o n

tc them, 3 r o a d c a s t media , has t h e h i q h e s t number

of r e s p o n d e n t s , p e r h a p s S e c a u s e of i t s w i d e s t reach

and e f f e c t i v e n e s s o n i n f o r m a t i o n and m e s s a g e

d i s e r n i n a t i o n .

? ? - T - - . \ c ~ c . 3 , 1C HOW WOULD YOU SATE 3 H Z EFFECT 07 P40DUCT AVAILA8ILITY ON YCU2 PATRONAGZ FCR

Very high effect

F a i r l y h i g h effect

8iqh effect

Low effect

TOTAL

T a b l e 4.20 s h o w s that of :he consumer respondents

36,253 indicated t h a t when products are r e a d i l y

ava i l ab le , there is v e r y h i g h effect o n c c n s u r n e r s

patronage; 36.89% of the c c n s u m e r s showed f a i r l y high

effect of product a v a i l a b i l i t y on their gatronage f o r

cosmetics; 58.77% said t h a t chere i s just a h i g h effect

o n t h e i r >atronage motives a n d 8.09% i n d i c a t e d l o w

effect of product a v a i l a b i l i t y .

TABLE 4.11 DCES PRODUCT QUALITY INFLUSNCE YCUR CHOICE OF COMPETITIVE 32ANDS FOR C3SMETICS

According to t a b l e 4,1?, 45.31% gf t h e consumers - * .

t h a t r e sponded fo 'he questLonnafrc arzsraed yes t h a t

PERCENTAGE RESPONSE

Neutral

3roduc t quaiity influence t h e i r choice of competitive

I F R E Q U E N C Y

50 ! 16.18

5rands f o r cosmetics, 18.12% said no t k a t ?roduct

, q u a l i t y does 2ot c o n s t i k u t n any i n f l u e n c e on t h e m ;

20.39% c la imed ?hat 2 h q dcn t know; w h i l e 26.",8% of

t h e mnsumer r e s p o n d e n t s remained n e u t r a l in t h e i r

TABLE 4.12 H O W 'n iOUi i l YOU 3ATE "HE 3FPZCT OF PXODUCT '

Q U A L I T Y ON YOU2 PAT2ONAGE ?OR COSMETICS

RESPONSE - F75GUZNC'i ??,?CENTAGE

L A J

Neak Sffect 44 14.24

TOTAL 309 I I9 0 I

A s t a b l e 4.22 shows, 48.54% of t h e consumer

r e s p o n d e n t s indicated that product q u a l i t y have a very

s t r o n g effect on t h e i r patronage f o r cosmetics; 37.223

of them s a i d that product q u a l i t y have just a s t r o n g

2ffect sn t h e m , while 14.24% claimed t h a t q u a l i t y h a s

weak effect o n them.

TEST 3 F H Y P O T H E S I S

Some of t h e data w a ? y s i s i n :ke ?rsceeding s e c t i o n

will be used in this sec t ion to t e s t the v a l i d i t y or

ctherwise of t h e hypothesis ;cat& ir? ?!?is ;r3 ject r z p c r ? .

- . - c Is k m ~ o r t a n t to find o u t if t5e different? i n

'he choice ~f the resoondents are s i g n i f i c a n t or no t

before drawing conclusion. 7

T h i s can 5s ac!?leved 5y xsing ch i - squarg x-ana lys is .

- . . The l e v e l or s:sn;flcanc2 x e d Zzr chi-squar? k s t

is 2-05 (5%:.

4 0 : Stands 50r null hypothesis

3 1 : Skands f c r 3l"ernatlw~e i y ~ c t 5 ~ s i s f o r t he

2 3 s t S n q x e s t i o n .

TEST S F HYPOTHESIS ONE

Ho: There is no r e l a t i o n s h i p be tween product price

and t3e impact of Advert messages 3n consumer

choice of cosmetic brands,

m Lherl i s relationship between prcduck price

and t h e impact 3 f Advert messages on consumer

c h o i c e of cosmetic Srands ,

TABL?, ?OR HYPGTHZSIS ONE

The c o n t i n g e n c ; ~ ta51e of i n f o m a t i o n w h i c h will be

xsed I n a n a l y s i n g h y p o t h e s i s Dne is g o t from t h e data

i n t a b l e 4 . 3 as f3llows:

' J e r y s t r o n g

TOTAL 309 - 3C9

Strong I 224

Weak effects 1 45

Level of sig3ificance = 0.05

124

35

3 Test s t a t i s t i c x -

2

f e

and

where ;

nR = Total number in Zow

n c = Total number i n column

n = Tota l s a m ~ l e size or overall t o t a l

calculated of e x p e c t e d frequency

Note: Since no w e i g h t was assigned LO o p k i o n s of

t h e response, "he expected va lue io was

worked as follows:

-Ce = 309 - = 103 ie Tota l sample s i z e

-4

No of opt ions

TAaLE of observed 3nd Sxpected ? r e q u e n c i e s f o r

b

c

TOTAL

124 (1C3)

45 (103)

309

124

45

309 I

CCMPUTATTGN 3 F C H Z SQUA?E VALUE

fo I f e fo-fe ( f o - f e > 2 2 (fo-fel /fe

TOTAL , i I 1 50.23

3 Degree of freedom X' ( 9-ll (c-I :

The c r i t i c a i value of chi-squarz t e s t stat ist ics frcm

t 5 e ch i - square t ab le with 2 degrees of freedon ie :< 2

- D e t e r m i n a t i o n of cri t ical 3egicn at 3.35 level of

DECTSION RULE:

I f x 2 c a l c u l a t e d 50.23) x2 table (5,9911 reject

Ho and accept HZ: O t h e r w i s e accept Ho and 4eject HI.

CCNCLUSION

S i n c e x 2 c a l c u l a t e d is greater than x Z t ab le , the

null hypothesis Ho which claims t h a t there is no

relationship S e t w e e n product price and t h e impact of

Advert messaqes on c o n s u m e r choice of cosmetic b r a n d s

is r e j e c t e d ; whil? 'he 3l t e r n a t i v e hypothesis HI which

says t h a t t h e r e is r e 1 a t : o n s h . i ~ jetween p r o d u c t price

and t h e Impact of 3dvett messaqes cn m n s u r n e r ckoice of

cosmetic brands is azz?;t4.

TEST OF FYPOTHESIS YiO

. . 60:

m Lhere is 30 relations hi^ Setxeen Advert

messaqes . and the mnsumer ?sycholccical

drive to make purchases.

a:: There is relationship between Advert aessages

and t h e c e n s u m e r psychological d r i v e to

m a k e p u r c h a s e s .

TASLZ FOR ZYFGTHESIS Tho

The c o n t i n g e n c y t a b l e of i n f u r r n a t i c n which w i l l

b e used i n a n a l y s i n g hypothesis two i s g o t from t h e

da ta in tabie 4.6 as follows:

Very High effect f 135

TABLE 4.6 THE EFFECT O F PSYCHOLOGICAL INFLUENCES ON THE ?URCYASE D E C I S I G N FOR EOSNSTICS

Low effects

TOTAL RESPONSE;

m L les4 statist ics

FREQUENCY

TOTAL

Since no weight was a s s i g n e d to options of the

r e s p o n s e , k h e expected value EP was xor:ced 3 s

309 ! 309

'' P .. - Tota l s a m ~ l e size

No of o p t i o n s

TABLE of Cbserved and Zxpected ?r?qxenciss ,for

hypothesis Two

TOTAL 309 309

3G"SPONSE I I

F4S~UENC'i TCTAL

T h e c r i t ica l v a l u e of chi-square test statistics

from t h e chi-square t a b l e w i t h 2 degrees of freedom

2 ie X (3-1)(2-1) = X2 = 5.991

Determination of cr l t fca l 4egion a t 3.C5 level of

significance and 2 degree of freedom

2 if x 2 calculated 36.055 x table (5.991)

r 9 j o c t do znd a c r e s t 't"l Ct5ersr ice a c c e ~ t Yo and

Reject 32 .

2 2 3ince x ca lcu la ted is g r s a t e r k h a n x table

t3e null hypor5~sis !o w h i c h claims ?hat t h e r e is no

relationship 5 e t w e e n Advert nessaqes and the conscmer

psychological d r i - ~ e to n a k e 2urchases is r e j e c t e d ,

~ h i l e 3 e alternative h y p o t h e s i s w h l c h says t h a t t he re

75 is r e l a t i o n s h i p between a d v e r t messages a n d the

consumer psychological d r i v e to make purchases is

accected .

TEST OF YYPOTHESIS THREE

Ho: There is no re l a t i onsh i? between product

a v a i l a b i l i t : ~ and t h e effect of Adver t messages

o n c consumer choice of cosmetic brands

31: There is relationship between 7roduct availability

and the e f f e c t o f Advert messages on consumer

choice cosmetic Srands ,

TABLE FOR HYPOTHESIS THREE

The contingency table of in fc rma t ion which w i l l b e

used in a n a l y s i n g hypothesis th ree is g o t from d a t a

I n t ab le 4.1C a s f0:lows:

Very h i q h effect

Fairly High effect

TAELZ 4-10 SFFYCTS OF PFODUCT A V A I L A 3 1 L I T Y GN P>.TF?CNXGE ?OR ZONSUMSR CHCXCS SF C3SXETICS

High Effect I 58 I 5 a

2ZSPCNSE FREQUENCY TOTAL I I

Low Sffect

TOTAL

25

309

25

309 1

Level of s i g n i f i c a n c e = 0.05

L T e s t S t a t i s t i c X = ( 5 0 - f e ) L

NOTE:

S ince no weight was a s s i ~ n e d to opt ions of t h e

response, the expected value fe was worked as follows:

fe = 309 - 4 = le Total Sample s i z e (309)

= 77 .3 No of o p t i o n s ( 4 1

Table of observed and expected frequencies f o r

h y p o t k e s i s t h r e e ,

TOTAL

COMPUTATION OF CHI S Q U A R E VALUE

fo fe fa-f e ( fo-f e ) 2 (50-fe) /fe

TCTAL 7 3 . 2 8

The cr i t ical v a l u e of chi-square t & s t s ta t i s t ics

from the c h i - s q u a r ? t ab l e w i t h 3 deqr5es af freedom ie;

COMPUTATION OF CHI SQUARE VALUE

fo fe fo-fe ( fo-fe) 2 (fo-fe) /fe

TOTAL 7 3 - 1 8

fe

of freedom x2 (R-11 ( c - 1 )

R = 4 a n d C = 3

4 3 = 3

The c r i t i c a l va lue of chi-square t d s t s t a t i s t i c s

from t3e ch i - square table with 3 de~rees of freedom ie;

78.

Determination of critical Region a t 0-05 level of

significance and 3 degrees of freedom,

Reject Ifo

DECISICN 3ULE

2 if x 2 ca lcu la ted 73.18 > x table 7.815 reject Ho

and accept F i l : Cthernise accept Ho and reject HI,

CONCLUSION

2 2 S i n c e x calculated is greater t 5 a n x t a b l e , the

null hypotkes is So which claims t ha t the re is no

relationship Setween ~ r o d u c t availability and the

effect of advert messages an consumer choice of cosmetic

Srands is rejected, while the alternative hypothesis HI,

which says that t h e r e is relationship between product

availability and t h e effects of advert messages on

consumer choice of cosmetic brands is accepted.

'TEST OF HYPOTYESIS FOUR

Ho: n here is no r e l a t i o n s h i p Setween product

quality and t h e impact of A d v e r t i s i n g on

consumer brand loyalty f o r cosme tFcs

HI: There i s relationship between p r o d u c t quality

and the impact of Advertising o n consumer

Srand loyalty for cosmetics.

TABLE FOR HYPOTHESIS FOUR

The c o n t i n g e n c y table of i n f o r m a t i o n which w i l l be

used in analysinq h y p o t h e s i s f o u r i s g o t from data i n

table 4.12 as follows:

TABLE 4.12 SFBECT OF PRCDUCT QUALITY ON CCNSUME2 CHOICS OF COSMETICS _

Strong I 11 5

'Jesy strong

TOTAL liESPONSE

Level of significance = 0.05

PRECUENCY

150

Weak

TCTAL

T e s t S t a t i s t i c s X 2

150

44

309

44

309

The expected value fe was worked as follows:

fe = 309 - = 103 ie TOTAL SAFPLE SIZE 3

NO OF OPTIONS

TABLE of observed and Expected frequencies fo r

hypothesis four.

2ESPCNSE

I CHI-SQUARE VALUE

C , i 44(103!

TOTAL I

309

IF

44 -103

TOTAL 56.52

FRESUENCY

44

3C9

TOTAL

The critical value of chi-square tes t stat is t ics from

t h e c h i - s q u a r e t a b l e w i t h 2 degreese of f r ~ e d o m ie

Determination of c r i t i c a l 2eqion a t G.C5 level of

signiilzance and 2 degree of freedom

reject Ho and a c c e p t 41: O f h e r w l s e aczept Ho and

CONCLUSION

2 S i n c e x2 calculated is greater khan x tabie,

t h e null hypot9esFs Ho whic5 claims t h a t there is

no relationship 3etwe~n product q u a l i t y and the

impac t of Adverkising on consumer brand loyalty is

re jected, w h i l e k:le al t e r n a t i v ~ h y p o t h e s i s w h i c h

says t h a t %ere is r 2 l a t i o n s h i p Setween p r c a u c t

quaiity and t h e impact ~f Xdvertisinq cn cansumer

brand loyalty for cosmetics is accepted.

3oward John A. (19851 Marketinq Theory, (Boston: Xllyn and Zaczn;.

R o n a l d 5 , Rubin (1993) Marketing 3esearch ( P r e n t l c e 3a?l of I n d i a )

? h i l i p Kotler [ 1985) : X a r k e t i n g ,%19seman+,, $napys*, Planning and C o n t r o l (Lsncsn: . J r ? n z l r 3 - a ~ - I n t e r n a t i o n a l I n c , :

CHAPTER F I V E 83,

SUMMARY, F I N D I N G S , RECOMMENPATIONS AND CONCLUSION

T h i s study was aimed a t e x a m i n i n g the i m p a c t of

a d v e r t i s i n g i n m o t i v a t i n g b r a n d l o y a l t y for consumer

p a t r o n a g e of c o s m e t i c s b r a n d s i n O n i t s h a m e t r o p o l i s .

T h i s w a s done t h rough q u e s t i o n n a i r e s and structured

d i r e c t i n t e r v i e w . T h e c o n c e p t of a d v e r t i s i n g and what

i t d o e s t o sell cosmetic b r a n d s was introduced a t the

inception of t h i s project.

The a d v e r t i s i n g empowerement has Seen e l a b o r a t e l y

examined i n this p r o j e c t work through t h e a r t i c u l a t i o n

of v a r i o u s l i t e r a t u r e s , s c h o o l s of t h o u g h t s and

different ideologies.

Advertising a s a 7 o w e r f u l marketing communication

tool and s u p e r i o r p romotool have some d i s t i n c t

capabi l i t ies . I t h e l p s to i n f o r m , p e r s u a d e , remind,

r e a s s u r e , r e i n f o r c e and e s t a b l i s h p o s i t i v e a t t i t u d e

and images towards c o s m e t i c f i r m s and t h e i r p r o d u c t s .

The importance of a d v e r t i s i n g c a n n o t be over-

emphas i s&. i n t h e p r e s e n t day S u s i n e s s a c t i v i t i e s a s

c o m p a n i e s and firms a d v e r t i s e i n order t o create 3

p r e f e r e n c e fo r t h e i r b r a n d s ,

I n v i e w of t h i s r e l e v a n c e of a d v e r t i s i n g i n

t o d a y s m a r k e t i n g a c t i v i t i e s , ' t h e s u r v i v a l of a n y

b u s i n e s s o r g a n i ~ a t i o n ~ J a c k Sissors ( 1 9 9 3 : 7 2 ) is a

f u n c t i o n of the e f f e c t i v e n e s s a n d i m p l e m e n t a t i o n of

r e s u l t s o r i e n t e d advert s t r a t e g i e s by the o r g a n i s a t i o n .

A s a n e s s e n t i a l p a r t of t h e m a r k e t i n g system

a d v e r t i s i n g p l a n s s h o u l d g i v e more a t t e n t i o n to the

advert reach, The main p u r p o s e of a d v e r t i s i n g is t o

sell s o m e t h i n g and t h e ad itself i s a sales message.

The ad may be a high p r e s s u r e sales t a l k , as i n a h a r d

h i t t i n g d i r e c t action ad, o r it may b e a very long-

range l o w p r e s s u r e message as i n a n i n s t i t u t i o n a l ad.

C o n s e q u e n t to t h i s , the A d v e r t reach which is measured

by the geographic s c o p e w h i c h a p a r t i c u l a r a d v e r t i s i n g

efforts covers i s i m p o r t a n t i n reaching the d e s i r d

t y p e of m a r k e t with a minimum of w a s t e c i r c u l a t i o n ,

Also t h e media reach i s i m p o r t a n t i n any ad t h a t many

campaign. S t a n t o n (2984 :475) said f media even national - a n d other l a r g e market media can be targeted at smaller,

s p e c i a l i s e d ' . m a r k e t s e g m e n t s , a n d this r e d u c e s waste

c i r c u l a t i o n fo r an a d v e r t i s e r . Fo r exam~le many national

magazines p u b l i s h r e g i o n a l e d i t i o n s .

85.

Moreover d i f f e r e n t media have s p e c i a l c h a r a c t e r i s t i c s .

Example r a d i o as an a d v e r t i s i n g medium makes i ts

i m p r e s s i o n through t h e ear. Other a d v e r t i s i n g medium

like, Newspapers, Magazines , Direct mail, t e l e v i s i o n

have t h e i r f e a t u r e s , Doqhudje (1992:93J- 3ut the most

s t r i c k i n g f e a t u r e t h a t makes any medium thick is i ts

r e a c h . That is how f a r i t can go in reaching a s i g n i f i c a n t

number of t a r g e t a u d i e n c e s , Radio has t h e g r e a t e s t

reach among a l l advertising medium, One can reach

almost 100 per cent of the p e o p l e w i t h radio. A t the

same t i m e , with special i n t e r e s t programming, some

segmented target markets can be pinpointed q u i t e

effectively.

Media opt ion: Three ievels of d e c i s i o n making are

required i n the s e l e c t i o n of a d v e r t i s i n g media. F i r s t

management must decide what general t y p e s of media to

use. 'dill Newspapers, t e l e v i s i o n , or magazines be used.?

Also if any of them should Se used, will it be of

special i n t e r e s t t y p e 2 Finally the s p e c i f i c medium -

must 5e choosen ( S t a n t o n (l994:286).

5.2 FINDINGS

The study revealed based on the reaponoe of consumers

of cosmetic braads and findings by the researcher, that

conoumers of coametic product in Onitsha listens to

advert messages with respect to coametic brands of

products. Also these advert messages impact posi t ive ly

oa them and elicits their brand patronage and l oya l ty .

The study equally revealed that eventhough comumers

listem t o Ad messages, some factors s t i l l affects

their buying habit and decisions for purchase of

cosmetics brands.

One of such factors, is product price. cl cosmetic h i g h

product with veryior outrageous price w i l d attract - s w i f t reaction from the consumers of coemetics by

reduclng their demand f o r such product desp i te the

designing and s truc tur ing o f the message, But when a

cosmetic brand has a low price, the reaction of the

consumers of cosmetic is very weak as any rational

consumer is comfortable w i t h low price level accordinq

t o the s tudy .

Also t h i s research revealed that psychological

influences or factors plays some role in the buying

decisions and habits of cosmetic consumers in Onitsha

metropolis, Advertising efforts have employed many

k i n a of psychological devices and appeals to convince

prospects about the d e s i r a b i l i t y o f particular goods

or services.

Theref ore conoumers of cosmetic products in Onitsha

are influenced by consumer insight or psychology i n

the ir purchase decisions.

Also among the findings made by this work is that

consumers loyalty for cosmetic brands i n onitsha is

f a c i l i t a t e d b y product availability. This is because

consumers of cosmetics acts accordingly for purchases,

when the products are read i ly available, unlike their

reactions when t h e products are not readily available.

Therefore the effects of product avai labi l i ty is high

on the average on the consumers o f coemetics unlike when

the product is not readily available reoult ing t o

consumers aot making a buying decision at all,

hother f indlnq that this project hart made is that

product qua l i ty has a re lat ionship with consumer choice

of cosmetics. dventhough advert messages aometimes can

create illuiionary thinking i n ainds o f adhearers,

most patronisers of cosmetics according to t h i ~ reseurch

stress so much on product quality for their loyal ty for

different brands of cosmetic products.

88.

T h i s singular fact of the relevance of preduct

q W i t y is showcased in t h i s work by the priority

give^ to product qual i ty the Ad messages by

management of cosmetic firms in t h e i r Ad campaigns

for their products.

Also, it is obvious in t h i s work that Ad hearera

o r consumers of cosmetics react t o the message a i r e d

through the broadcast Nedia of h d i o and Television

mostly because of their characteristics of wider

reach and communication e f f e c t ivenese ,

Ad messages can eas i ly be cageured by both

liLerate and i l l iterate adhearers especially when

the messages are aired in native languages, I'hh is

in contraat w i t h hewspaper advertising where some of

the consumers canuot read very well and comprehend,

Again it appeals to t h e consumers of cosmetics most,

as their prefered information medium.

5.5 RECOMME3UAT IONS - Following the findings of this project report,

the researcher theref ore recommends t h e f ol1owing:-

1. Government should be more actively involved

i n prunning e f f e c t i v e and genuine producers o r

89.

importers of cosmetics to ensure genuiness

i n the production and marketing o f the

product.

2 The ( N I S ) Nigeria . Industrial Standard should

ensure that cosmetic manufacturers produce

such products which do not bleach the body

because of che bleaching effects of cosmetics,

This can be achieved through e f f e c t i v e quality

control sptec and punishment will be metted

t o any manufacturers who produce products o f

inferior qualities ,

3. Government should also ensure that it is only

l i c e n s e d manufackurers and producers of these

products that have the right t o produce

inorder t o eliminate the a c t i v i t i e s o f adul trators .

4. There should be caution i n the appl icat ion of

cosmetic products as wrong applications may

cause adverse reactions to the body of cosme-tic

uers.

5. Standard should be maintained in the product ion

o f cosmetic brands o f products, t o ensure that

the consumers gets the worth of their money.

90.

And this is where the higeria industrial

standard, t h e goverment body respons ib ie for

maintaining qual i ty in production is higbly

required,

6, Goverment should ensure e f fect ive pric ing of

cosmetics products through its price control

boards.

7 . There should b e caution on the profundity of

Adverts and the effects on the unsuspecting

housewives, other cosmet ic users and the

cosmetic products.

8. Advert is iag pract; it ioners council of Nigeria

(APCON) should do more in the area o f making the

advertising code of ethics more e f f e c t i v e in

Sigeria, which is often f lagrantly f louted by

many advertising pract it ionere and mass media

especial1 y the quack ones. Okigbo ( 1990: 154)

9 . Cosmetic manufacturers should always differentiate

between model cosmetics and cosmet ics for categorised

body cares and age bracket, This means that some

cosmetics products are made for different categories

of consumers, l ike the beauty pageants, hlgh class

ladies, and the super rich i n the society.

Therefore, children cannot use those cosmetics

that are meant for these category o f people or

consumers. F i n a l l y Expiry dates and the harmful

effect of these cosmetic products should be

clearly indicated in the direct ions for use by

the manufacturers. T h i s w i l l guard against the

conaequenceo of wrong applications and usaKe of

cosmetic products by the users of cosmetics,

3.4 CONCLUSION

Courtland dovee (1986:88) stated that the long run

effects of a good Advertising plan, strategy and

implementation is that it produces a climate necessary

f o r growth and improved earnin* o f a groduct ive or

service f i r m .

I'hns siagular fact res ts on zhe onus of the t o p

managemeat or pol icy makers of the cosmetic firms, to

ensure that Advert is~ng procedures is fully integrated

ia t h e i r marketing vlaas, A n d this will ultimately

help them t o create a preference for their brands.

nut t h i s brand preference can be f u l l y realbed when

91.

l a d i e s , and the super rich i n the society .

Theref ore, children cannot use those cosmetics

that are meant for these category of people or

consumers. Finally Expiry dates and the harmful

effect of these cosmetic products should be

clearly indicated i n the direc t i ons for use by

che manufacturers. T h i s will guard against the

consequences of wrong applications and w a g e of

cosmetic products b y the users of cosmetics.

SmQ CONCLUSION

Courtland aovee f i986:BS) stated that the long run

effects of a good Advertising p l a n , strategy and

implementation is that it produces a climata necessary

for growth and improved earnings o f a productive or

service firm.

'%hie singular fact rests on the onue of the t o p

management or policy makers of the cosmetic firms, to

ensure that Advertising procedures is f u l l y integrated

in their marketing plans. And this wrll ultimately

h e l p them t o create a preference for their brands.

But this brand preference can k f u l l y realised when

the company g ive s greater priority to the s a t i s f a c t i o n

of the needs of the consumers, by producing; and

advertising what the custorners/consumers need or

want* Fortini Campbell (1992:213),

Jerry R i t m a n , (1991: 47) stated that e f fect ive

and e f f i c i e n t advertis ing p l a a s and strategy increasem

the chances of a business organisation in the market

place by giving the company a competitive edge over

its competitors, gaining of the desired market share,

and consolidat ion of its market position.

Finally, management o f cosmetic firms should g i v e

more a t t en t ion t o advert ismg b y focusing more on it

u their marketing p l a n s for increased p r o f i t a b i l i t y

and improved company performance.

Jack Sissors ( 1991) Integrated Market inq Comunications - vanst st on: U n ~ v e r s i t y of 11Linois)

Christopher A. Doghuje (1985) Advertising ia higerian Perspective Lagos : Zus Burea d

W i l l i a m 5. Stanton (1994)

Charles Okigbo (1990) Advertising and Publ ic Helations. l ~ n u g u : hasp)

Court land Bovee ( 1986) Contemporary Advertising (Homewood: Irwin)

Fort in i Campbell (1992) The Consumer Insight Workbook (Chicago: The Copy kvorksnop)

Jerry Ritman ( 1991) " Integrated Communicationsn Fantaay or zae fu ture" In Sack 5issors -

&on h. Louis and Kurtz L. David (1992) Contem orar Marketing 3rd ed. (Il l inois*dss)

Brozea Yale ( 1990) Introduction i n Advertising and Society (New - n e w York Unlversit y.

Campbell Fortini ( 1992) The Consumer Insight Workbook - (Chicago: Th-py Uorkshop)

Cbisnall Pete$ M. ( 1981) Marketing Research and Measurement - - - --- 2nd ed. England: McGraw B i l l Book Company Ltd

Courtland Boovee ( 1986) Contemporary -- Advertising. Homewood: Irwzn.

Doghud j e Christopher A. ( 1985) t d v r t i s i n g in Nigerian - Perspective (Lagos Bureau,

Egbui, K, Ikeagwu (1998) Groundwork o f kesearch Nethods and Procedur-: ~ n s - - Utr?-cllp

- r. l r

Feber Robert (1979) Market Research Sew York: HcGraw H i l l ~ o o k ~ o q n y I n c , )

Gerald, a t m a n and P h i l i p C, Burger ( 1981) Marketing Research Fundamentals and Dynamics -- < I i l i n o ~ s : Dryden F e s s ;

Gordon Oliver (1990) Marketing T.oday (UK: Prentice H a l l International.

Howard John B., (1985) Marketing Theory (Boston: Allyn and aeon).

Pinnear and Taylor (1991) Hesearch Methodolo (Massachussets . BWS-Kent Pub Company)

Xotler P h i l i p (1993) Marketin Mana ement 7th ed. ( b g l e w o m & ~ h i c e B a l l Inc)

Nnolim et a1 (1996) Principles and Practice o f Marketing 11 (bnugu: Jamoe khterprises Nigeria)

Nwosu lkechukwu and Uchenna. Ekwo (1996) M a s s Media and Marketing Communications. P=--- h r s yectkves and Pract~ces .

ukigbo Charles (1940) ddvertis ing and Publ ic Helat ione - (6nugu: Soaap)

Ritman Jerry ( 1991) "Inte rated ~ommunications" Fantasy ~ d ~ f u t u r e u in jack S u s o r s .

Ronald S . Rabin, (1993) Market wescar ch (Frentlce H a i l o f n lr--

Stanton, W i l l i a m J. (1984) Fundamentals of Marketinq ( M c G r a w - H i l l Inc . )

Y e b s t e r s mcyclopaedia unabridged Dictionary of the English Language New Reviewed Ld (Gramercy Books) . - -

-.

- - .a - -

The Role of Advertising in Nigeria Economic Development (1991) B u s i n e s s T i m e s .

APPENDIX I 96

QUESTIONNA;[Rl3 FOR CONSUMERS - Department o f Marketing Fac. of Business Admin, University of Nigeria Gaugu Campus

Dear Sir/Madam , The enclosed questionnaire is forwarded herewith

for your completion and r e t u r n t o the address stated.

The questionnaire is i n connection with a project research study r e q u i r e d by the Departmenz of Narketing, Faculty of Business Administration, University o f Nigeria for Aw8rd of a Masters Degree Harketing (MBA Degree)

Any information supplied here would be treated w i t h

the utmost couf ident ialit y.

P l e a s e feel free t o se lec t any responses stipulated

on the various questions asked and t i c k any boxes ( )

supplied with any answers of your choice, and thereafter, return completed questionnaire accordingly,

Thanks ,

Agu Ikechukwu S.

97.

Sex o f Respondents . (a) Male ( 1 (bi F e m a l e ( 1

A g e (a) 15-29 ( ) (b) 3040 ( ) (c) 40-50 (

( d l Above 50 ( !

O c c u p a t i o n (a) Employed ( 1 (b) Unemployed ( 1

( c ) S e l f employed ( 1

E d u c a t i o n ( a ) F S L C ( 1 (b) WASC ( 1

(c) F i r s t Degree ( 1 ( d l P o s t G r a d u a t e D e g r e e ( 1

M a r i t a l Status (a) S i n g l e ( ( b ) Married ( 1

D o you u s e cosmetics? ( a ) Y e s ( 1 NO ( 1

Does price i n f l u e n c e y o u r choice of cosmetics b r a n d s ?

(a) Yes ( (b) No ( (c) Dont know ( 1

( d ) Neutral ( 1 (e) Undecided ( > What b r a n d s of cosmetics do you u s e ?

N a m e them ................................... How would you rate the effect of p r o d u c t p r i c e on

your c h o i c e of cosmetic b r a n d s

(a) very s t r o n g ( 1 (b) Strong ( (c) ~ e a k effects( 1

10. Does Advert message h a v e any p s y c h o l o g i c a l i n d u c e m e n t

o n your p u r c h a s e decision?

( a ) Y e s ( 1 (5) No ( ) (c) Dont know ( ;

( d l N e u t r a l (

X. What product f e a t u r e s s p e c i f i c a l l y induce y o u r

purchase d e c i s i o n ? (a) p r o d u c t q u a l i t y (

(b) p r o d u c t uses ( ) (c) P r o d u c t Type (

( d l Product p r i c e ( 1

12. How would you rate the effect of psychological

i n f l u e n c e s on y o u r purchase d e c i s i o n ?

(a) very high effect ( 1 ( b ) High Effect ( 1

( c ) low effect ( 1

13. Have y o u b o u g h t a Srand of cosmetics before and

s u d d e n l y realised you dont r e a l l y need it?

( a ) Y e s ( (b) No ( (c) D o n t k n o w ( 1

( d l Undecided ( 1

14, Does product a v a i l a b i l i t y i n f l u e n c e your choice of

cosmetics?

(d) Neutral ( 1

15. What medium of i n f o r m a t i o n a p p e a l s most L-o you?

( a1 p r i n t media : 1 (b) S r o a d c a s t media ( 1

( c ) Bill S o a r d s ( > ( d ) persona l s e l l i n g ( !

2 6 . How would you rate the effect of product a v a i l a b f l i t y on your p a t r o n a g e for cosmetics jrands?

(a) very h i g h effect ( > ( 5 ) F a i r l y h i g h ef5ect : 1

(c! High effect ( ( d l LOW effect ( > 17. Does p r o d u c t quality influence y o u r choice of

competitive b r a n d s for cosmetics

(a> Yes ( !b) N o ( (c) Dont know ( ) ( c ) N e u t r a l ( 1

18. How would you rate the effect of p roduc t r rua l i ty an your p a t r o n a g e f o r cosmetics p r o d u c t s ?

( a ) very stronq effect( 1 S t r o n g effect [ l Neak effect( i

A P P E N D I X I1

MANAGEMENT QUESTIONNAIRE

Department of Marketing Faculty of a u s i n e s s Admin U n i v e r s i t y of Nigeria Enuqu Campus,

Prof/Dr/Mr/Mrs/Miss

Dear Sir/Madam

The e n c l o s e d q u e s t i o n n a i r e is forwarded h e r e w i t h

for your completion and r e t u r n to the a d d r e s s s t a t e d ,

T h e q u e s t i o n n a i r e i s i n c o n n e c t i o n with a project

!?@search study r e q u i r e d Sy the Department of Marketing,

Faculty of B u s i n e s s Admin i s t ra t ion , University of

N i g e r i a f o r Award of a Yasters Degree in Marketing

(MBA Degree).

Any i n f o r m a t i o n supplied i n t h i s c o n n e c t i o n w i l l

be t reated w i t h the utmost c o n f i d e n t i a l i t y ,

Please feel free to select a n y r e s p o n s e s s t i p u l a t e d

o n the various questions asked and t i c k any boxes ( 1

s u p p l i e d w i t h a n y answers of your choice, and t h e r e a f t e r ,

r e t u r n completed questionnaires accordingly.

Thanks, Y o u r s faithfully,

~ g u Ikechukwu S .

Sex (a) Male ( 1 (b) Female (

Position (Rank) ............,.,,.,..*.... How l ong have you been i n the o r g a n i s a t i o n ?

What brands of cosmetics do you market?

What medium of i n f o r m a t i o n d o you adopt?

(a) p r i n t ( 1 (b) ail1 board ( ) (c) Broadcas t media(

p e r s o n a l selling (

Do you get the desired responses from t h e consumers

from your a d v e r t s ?

idhat factors do you stress i n your a d v e r t messages?

(a) Product u s e s ( (b) product q u a l i t y (

( c ) product p r i c e ( ( d l Product a v a i l a b i l i t y I f

( d l C t h e r s ! !

How would you describe t h e effects of price on t h e

sales of your ?roduct?

(a) v e r y strong effect ( . 1 (b l Strong effect ' i

Does t h e quality of your product a f f e c t s t h G

success o f your a d v e r t i s e m e n t s

(a) Y e s ( 1 ( 5 ) No i 2 ( c ) Dontknow ( 1

( d l Neutral (

. , . . . . -. ?? ., ( . ,

; ...,.:.,. ,. .; . .&.. +~<r;. . . .? ...'-y ' :- ,+.* .. ..

; v I > . 9.7 :,. ;. , - C J I J r n r r r y ~ ~ t r ; $@pap y p r ~ p gya$: P~~~~ ywypp.

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