A CRITICAL SURVEY OF ADVERTISING AS A DETERMINANT OF CUSTOMER PATRONAGE IN THE FAST FOOD INDUSTRY

A CRITICAL SURVEY OF ADVERTISING AS A DETERMINANT OF CUSTOMER PATRONAGE IN THE FAST FOOD INDUSTRY

BACKGROUND OF THE  STUDY

Although it is widely assumed that advertising predates human history, as a promotional technique, it began with the establishment of trade. According to Samson (981), "in those early days, advertising was done in various forms in various corners of the world". He maintains Advertising that "there were little stone printing stamps which were employed by Roman quacks to impress on the surface of their solutions." During this time, there are different eras of advertising, such as "pre-marketing Era," which stated that as a product exchange from pre-historic times to the middle of the eighteenth century, buyers and sellers communicated in very primitive ways for most of this period, "media" such as clay tables, town criers, and favor sign were the best way to advertise a product used in other words, people needs to one another through advertising, as one can see, advertising takes ma (connor and Hart 1995).

During the last 50 years (researcher Era), advertising has methodologically improved the techniques of identifying and reaching narrowly targeted audiences with messages tailored specifically to each group or individual, and modern communication technology has aided in this quest for the perfect advertising campaign. Many years ago, people used primitive hand tools to produce goods; they lived in small isolated communities where artisans and farmers bartered goods and services among themselves; distribution was limited. As time passed, Greek and Roman merchants expanded contact with other societies, and people achieved a higher level of production with the development of more sophisticated tools. However, because primitive society relied solely on crude hand tools to produce products, the amount and diversity of accessible items were insignificant. Because there was a rise in demand for commodities, there was a greater need to publicize their availability. (Marshar 1995:81) These signs, which were carved in clay, wood, or stone, were purchased and placed in front of businesses so that passers-by could see what the merchants had to offer because most people at the time could not read; as a consequence, these signs are used to signify the commodities for sale. The symbolic and graphic character of advertising that gave rise to outdoor advertising has proven to be one of the most durable forms of advertising (Connor and Hart 1999).

The introduction of the printing market in the 1450s was a dramatic turning point in the history of civilization and probably the most important development in the history of advertising (Jonliness Guter berg) the inventor of the printing press and its system changed the way people lived in the world.

 

The first printed outdoor poster, known as "loading," emerged in London in the 1740s, while advertising in Nigeria may be traced back to one of the first forms of mass communication, known as "Town wailing." According to Nwabueze (1980), contemporary advertising in Nigeria began with the publication of the first newspaper, Iwe Irohin, which carried news. Advertising is a strong marketing communication strategy used by businesses to fulfill promotional tasks; it is impersonal for communication or presentation of goods, ideas, or services undertaken through paid media with open or acknowledged sponsorship. It is a marketing tactic that aids in the sale of goods, services, images, and ideas via the use of information and persuasion. Its goals might be to raise awareness, gain conviction, strengthen determinants, impact buying decisions, and promote action. When an advertisement is posted exhibiting the benefits and advantages aspects to lure the consumers, creating the advertisement to suit once, it has a complete impact on the choice of purchase to wards a product brand of a client. Personality, he begins to initiate conviction, and the next thing he does is take action (buy), therefore marketing has a large impact on the purchasing decision. Advertising is a choice agent, and one of the most significant benefits is that it allows consumers to become active rather than passive agents in the economic cycle. For a customer to make a purchase, he must be informed, get information from a range of sources, and make a decision just once.

 

Advertising girgles are designed to have a relevant impact on the consumers or recipients, and the extensive distribution of diverse fast food brands, along with the rise of businesses that manufacture different brands of fast food, occurred concurrently with the rapid expansion of the fast food industry (Connor and Hart 1999).

Customers who could not afford to try beer switched to non-alcoholic beverages such as fast food in order to achieve the goal that advertising messages imply.

It becomes necessary for the marketing managers of these various fast food brands to establish those criteria that need the customer determinate of one brand, which include Early fast food, chiky fast food, Early fast food, and chiky fast food.

However, our major goal here is to evaluate how much effect advertising has on customers of early and chiky fast food, as well as how it influences the customer's choice.

1.2  STATEMENT OF THE PROBLEMS

It has been difficult to pinpoint precisely the factors that have motivated a specific customer to prefer a particular brand of product to answer frequently marketers have been fallaciously Myopic, they exert their attention only on these factors that are salient as the determinant of customer determinant for their brand while there are other major factors that play vital roles that are completely ignored, and as a result the relevant is the failure of the products to for many years, advertising has worked for fast food producers, showcasing their product offerings to the market and determining their clients with some promise inducement and advantages that would be gained by patronizing their product brands (Benson-Eluwa, 2005). Advertising to fast food manufacturers is like a never-ending river; there are several variations that may be employed to transfer the image, product offer, and benefits of one brand to another. Since the origin of fast food, there has been a rapid increase in the fast food industry with the use of advertising, according to a credible source, a substantial number of the Nigerian populace who had been clients of alcoholic drinks have converted non-alcoholic (Fill, 2005). There was also considerable rivalry between consumers of early and chiky fast food. As a result of such contests, the necessity to check on the customers' pleasure and benefit with the brand the consumer arose (Fill, 2005). Thus, the company cannot rely on consumers willingly bringing complaints about the unhappiness they received by consuming a certain brand of fast food; rather, they seek to examine other important or small aspects that may impact the customer's choice of one fast food over another.

1.2OBJECTIVES OF THE STUDY

The following objective in carrying out this research:     

1.          To determine how advertising has affected the decision, selection and choice made by customers between Early fast food and chiky.

2.          To determine if taste alone affects the customer choice of either of the two.

3.          To find out if taste variable also affects the choice made by the customers of both products.

4.          To know if advertising affect the customer determinant and choice of either Early or Chiky in other to know if selling price for each determine its determinant.

5.          To identify what special features are contained in the advertising massage carried out for either Early or Chiky and how they affect customers.

1.4  RESEARCH QUESTION

The research question of this work is as follows:

1.          Do you believe that advertising message is a major factor that other product attributes that determine your determinant for chiky to early?

2.          Does advertising of fast food create your intention for chiky to early?

3.          Does customers determinant for early to chiky influenced by their taste?

4.          How often do you take fast food?

5.          Which among these brands do you take?

1.5SIGNIFICANCE OF THE STUDY

The study is expected to furnish additional information to help manufacturers of chiky and that of early fast food in achieving high sales volume and adjusting production properly to sales within the context of marketing concept. The core issue of marketing concept lies basically on, understanding the customers and making every thing possible to satisfy the customer efficiently and relevantly.

However, this study will help to show how advertising can stimulate demand for either of the two product in the market, as well as helping the marketing manager to assign a particular advertising massage to particular brand of fast food. Thus this study is supposedly expected to help firms and other producers of fast food to under stand the relative influence exerted by other marketing attributes. Via price, distribution, promotion, in other words the 4p’s on the customer determinant of one brand to another. Furthermore this study would help both firms (Nigeria breweries plc and early Nigeria plc). The marketers of chiky and early fast food to identify the project marketing strategies that will be suitable in carry out their marketing activities or programmes to be adopted and made a culture by the producers such as product modification, pricing strategy, incentives promotional campaign and incentive distribution strategy. It will go a long way to help the firm determine it’s loopholes and try to improve on them also know the best advertising campaign that needed to be adopted finally, the study will serve as a stepping stone for more research on the relevantness of advertising especially in the product determinant of the consumer it will also stimulate the interest of Nigerian firms on customer research and enable them to understand the importance and role of advertising on the performance of a product in the market.

1.6  SCOPE OF THE STUDY

In Nigeria and the world at large, different fast food brands are consumed by various kinds of customers but this study concentrated on the customers located in Owerri Metropolis and the study is an advertising.

1.6DEFINITION OF TERMS

Advertising: According to Philip Kotler (1976) advertising is any paid form of non-personal presentation and promotion of ideas, goods and service by an identified sponsor.

Marketing Communication Process: According to Adirika et al (1996:87) Marketing Communication process is the efforts by a company to design and disseminate information about it’s products existence, features, and terms and the benefits to the target market, using different media.

Marketing Concept: According to (Adirika and Ebue test principles and practices of marketing) marketing concept is the marketing perspective on how marketing activities programmes should be performed best.

1.7LIMITATION OF THE STUDY

The researcher encounter a number of problems in an attempt to collect data for the study, paramount among these was time. Time was required to move from one fast food to another for source of information.

In the process, lecture time have been sacrificed finance was another problem that confronted the researcher. The financial difficulties therefore limited the scope of the study to only our fast food producer such as product modification pricing strategy incentives promotional campaign and incentive distribution strategy. It will go long way to help the firm determine it’s loopholes and try to improve on them also know the best advertising campaign that needed to be adopted.

Finally, the study will serve as a stepping stone for more research on this relevantness of advertising especially in the product determinant of the consumer it will also stimulate the interest of Nigerian firms on customer research and enables them to understand the importance and roles of advertising on the performance of a product in the market.

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