University of Nigeria of...2.2 Advertising Defined 2.3 Objectives of Advertising 2.4 Nature of...
Transcript of University of Nigeria of...2.2 Advertising Defined 2.3 Objectives of Advertising 2.4 Nature of...
University of Nigeria Research Publications
OGBU, Bonaventure D.
Aut
hor
PG/MBA/04/38458
Title
Effect of Advertising on Consumer Preferences in Pharmaceutical Industry: A Case Study of Emzor Pharmaceutical
Industries Limited
Facu
lty
Business Administration
D
epar
tmen
t
Marketing
Dat
e
June, 2006
Sign
atur
e
CERTIFICATION
This is certify that the research project titled: Effect of .-
Advertising On Consumer Preferences " A Case study of Emzor
Pharmaceutical Industries Limited in Lagos State", was . . . .
o"conddcted by Ogbu, B0naventure.D of the Department of
- Marketing under my supervision, as a partial fulfillment of the
requirements for the award of Masters of Business
Administration (MBA) in Marketing.
NNABUKO, J.0 (PhD)
..............................
DATE
...... L . I . . . . . . . . . . . . . . . . . . . . . . . .
DATE
(HEAD OF DEPARMENT)
DEDICATION
This project is dedicated to Almighty GOD, the father of our
Lord and Savior, JESUS CHRIST, Pa OGBU (my father) May
his gentle soul continue to rest in the bosom of God the
Almighty.
My profound gratitude goes to Prof. I.E. Nwosu, supervisor for
his constructive , meticulous and articulate supervision of my
manuscript. My appreciation also goes to. Dr &Mrs Nwaizugbo
and family for their support during the entire program. May
GOD continue to reward your good deeds to me and to
humanity.
Special thanks to my elder Brother, Group Captain Ogbu, 1.C
for his financial and moral support not only to the success of
this program but to his contribution to what I am today. To my
sweet mother, Mrs Elizabeth Ogbu, my Sisters, Cousins,
. . . Nephews, w. Niec,es, friends for their prayers and encouragement.
. . God bless you all.
I also acknowledge. the various sources from where I got
materials and information used for this work, especially staff
of Emzor Pharmaceutical Industries Limited. b
Also thanks to staff of Faculty of Business
~dministrat ion, University of Lagos, for giving me assess to the
Faculty Library. I
Above all, glory be to God almighty for his guidance,
protection, provisions and knowledge bestowed on me.
ABSTRACT
Advertising is seen as a non-personal, one-way
communication exercise directed to specified markets or
buyers and therefore a vital catalyst in the production,
distribution and consumption process. The job of advertising
is principally to communicate to a defined audience,
, . information and a frame of mind that stimulate action. . m *
r l
This study was structured to critically examine the effect of -.
advertising in persuading consumers to adopt a new or an
existing product or for a repeat purchase, with special focus
on brands of Emzor Pharmaceutical industries Ltd.
The primary and secondary sources were utilized to gather
data used in the study. While the questionnaire and
structured interviews were the research instruments used to
gather the primary data from a randomly selected sample of a
defined population. Descriptive statistics was used to present
the data collected in the tables while inferential statistical
tools like z-test were used to evaluate relationship of the
variables from the available data to draw conclusive
inferences.
The findings from the study indicate that a large number of
the respondents see advertising as a factor for deciding on the
type of product/service to chose from when confronted with
many brands/services. Majority of the respondents agree that . 4
. advertising influences their buying decision. The respondents
also see advertising as a good medium to rely on for
information about old and new products.
Further findings revealed that advertisement should be
executed long enough to generate such curiosity that will
motivate consumers to buy the product.
For effective coverage, the researcher recommends that
- advertisement be carried out more on Radio and T.V, since a
. greater percentage of consumers have access to them more
often. The study strongly recommends - that more academic
research work should be carried on some factors such as
Price, Taste, Product availability and the influence of reference
groups. This is with a view to understanding their relative
degree of effects on consumer behavior.
vii
. n ' 0
. 0 ' TABLE OF CONTENTS
- Title Page
Certification Page
Dedication
Acknowledgement
Abstract
Table of Contents
List of Tables
CHAPTER ONE INTRODUCTION
1.0 Introduction
1.1 Background of Study
1.2 Statement of Research Problems
1.3 Objectives of the Study
1.4 Research Hypothesis
1.5 Significance of the Study
1.6 'Definitions of Terms
1.7 Brief History of Emzor Pharmaceutical . n . . .
C\
Industries ~lrnited
iv
vi
viii
xii
1.8 Scope and Limitations of the Study
CHAPTER TWO LITERATURE REVIEW
2.0 Evolution of Advertising
2.1 Advertising Overview
2.2 Advertising Defined
2.3 Objectives of Advertising
2.4 Nature of Advertising
2.5 Structure of Advertising
2.6 Advertising and Its Role in Marketing
2.7 Advertising Process
2.8 Measuring Advertising Effectiveness
2.9 Critics of Advertising
'. . 2.10 Hierarchical Models of Advertising Effect n
. . 2.1 1 Consumer Behavior/ Preference
2.12 Consumer Buying Decision Process
2.13 peterminants of Consumer Behavior
CHAPTER THREE RESEARCH METHODOLOGY
3.1 Sources of Research Data
3.2 Sample Size Determination
3.3 The Research Instrument
3.3.1 Interview
3.3.2 Questionnaire
3.3.3 Validation of Research Instrument (Pre-testing)
3.3.4 Questionnaire Distribution and Interview conduct
3.4 Response Rate
' 8
. ' 3,?5 ~e thod 'of Data Analysis
CHAPTER FOUR DATA PRESENTATION AND ANALYSIS
4.0 Data Presentation 72
4.1 Questionnaire Data 72
4.2 Data Analysis 88
4.3 Interview Data Presentation
4.4 Testing of Research Hypothesis
CHAPTER FIVE SUMMARY OF FINDINGS,
DISCUSSIONS, CONCLUSIONS AND
RECOMMENDATIONS
Introduction
Summary . . , of Research Findings *
Discussions
Conclusions .
Recommendations
Suggestions for Further Study
LIST OF TABLES
Table 3.l:~istribution ,of questionnaire response rate 70 . .
Table 4.1.2: Distribution of respondents by location 73
Table 4.1.3: Distribution of respondents by age 73
Table 4.1.4: Distribution of respondents by sex 74
Table 4.1.5: Distribution of respondents by marital status 74
Table 4.1.6: Distribution of respondents by highest
Academic qualification 75
Table 4.1.7: Distribution of respondent's awareness about listed emzor .
brands 77
Table 4.1.8: Distribution of respondents based on brand usage 78
Table 4.1.9: Distribution of respondents based on reason for use of
brands 80
Table 4.1.10: Respondent distribution based on the source and
medium from which the respondents became aware of the brand 81
Table 4.1.1 1: Word of mouth recommendation of brands 82
Table 4.1.12:Reason for preferred brands 82
Table 4.1.13: Distribution of respondent based on if advertisement
persuades them to buy Emzor brands of products 84
Table 4.1.14: opinion of respondents on whether advertisement is
. 0 deceptive . . . 84
4 . 0
Table 4.1.15:Is advertisement run everyday continuous? 85 . .
. . Table 4.1.16: continuous advertisement persuades you to try emzor
(brands) product 86
Table 4.1.17: continuous advertisement is a waste of resources 87
Table 4.1.18:continuous advertising encourages brand loyalty 88
Table 4.1.19: ~ i s t r ibu t ion interviewee by position held 91
Table 4.1.20:Distribution of interviewees by whether the organization .
is of international or local origin 92
Table 4.1.21: Distribution of interviewees by the no of key managers
with key marketing qualification in the organization. 93
siii
CHAPTER ONE
INTRODUCTION
1.1 .. BACKGROUND OF THE STUDY:
The word "advertising" is derived from the latin word
advertere, which. means to turn (the mind) to. Broadly
speaking, advertising is said to be anything that turns
attention of the public to an article, idea, product, concept,
commodity, or service
Advertising as a business force is not a new tool, although it
has seen its greatest development during the past 60 years,
men have used some form of advertising. Early in history,
advertising were cut in stone and placed in strategic locations
so the people could see them. Advertising has been closely
related to the long trend of rising standards of living in the
United states. For products enjoying expansible markets, it
has br'ought about the economics of large-scale manufacture
and of mass marketing. Thus it has been a factor in helping
increase production and to decrease unit costs.
Advertising has become such a persuasive and intrusive socio-
economic force in Nigeria, as in other countries, that neither
manufacturers nor consumers can ignore it, Shobanjo (1997).
A s a communication medium, advertising invades our streets,
offices, village squares and homes, pu'shing in messages about
various products, ideas, services, persons (dead or alive) and
institutions through various media outlets Ozoh(1998). It
does this so intensively and persistently that it is only our
natural abilities to selectively expose ourselves to and
selectively perceive and recall information that saves u s from
the thraldon of what communication experts have described
as "information overload" (Nwosu 1990). In a more limited
sense, however, advertising is usually considered as any form ' 0 4
' C1 of paid public announcement intended to aid directly or .*
indirectly in the sale of a product, commodity or service. It
can also be described as salesmanship without a personal
salesman.
The role of advertising as a marketing promotion activity,
therefore is to implement product flow though the appropriate
channels, to act as catalyst in acquainting the customers with
the means by which wants may be satisfied and ultimately to b
induce customer action which will benefit the source of the
communication process .
Advertising, as the communication of sales message to
the target markets should be consumer oriented. Hence we
say that 'fthe customer is the King" in a marketing sense, but . 0
n
in an advertising sense, "the consumer is a demi-god" Kotler . .
(1997). According to Baker (1996), in advertising there are
various steps that should be taken in implementing a
particular campaign. A s in every aspect of advertising, the
context or nature of the problem dictates the strategy for the
solution. Pride and Ferrell (1987), further stated that a
company's advert plan must not necessarily follow a strict or
straight jacket procedure with other companies.
The common elements however, in all advertising plans
include:
Situation analysis
Marketing goals
Media recommendations
Sales promotion recommendations
Budget
Post-mortem Evaluation
Advertising that is directed to marketing must employ a
planning approach, best characterized by a strategy. However,
advertising is a tough and frequently thankless business. It is
. - , * the pet whipping boy when a client's products are not shifting
' 0
off the shelves as fast as he would like them to. It also gets - -
dropped first when the client cuts his budget. It is hard for
the "logical" mind to understand and appreciates advertising
because, at best, it seems to be a mysterious, immeasurable
activity doubtful value. (Inyang-Oku (1997). It is in the light
of the above that this study intends to critically examine the
usefulness of advertising in persuading consumers to adopt a
new existing product and or encouraging customers for
repeat purchase.
1.2 STATEMENT OF RESEARCH PROBLEMS
The increasing globalization of world trade and product
marketability, coupled with Nigeria's continuous liberalization
of trade (abeit, uncoordinated) and the struggle for increase in
market share among companies with same products, aroused
the curiosity or need to review advertising as a strategy to
capture as much market and customers as possible while b
ensuring the satisfaction of the needs of customers.
Pharmaceutical industries are not left out in the competition
- " for increased market share. Hence, advertising has become a ' n
tool as it will help determine how consumers behave or respond
to their products in terms of increase or decrease in buying
potentials of consumers.
It is therefore pertinent to study the effect of advertising on
consumer preferences, using Emzor Pharmaceutical Industries
Nigeria Ltd as a case study.
. . The over 20 years involvement of Emzor Pharmaceutical
Industries ltd -in Nigeria as a profit making organization involved
in manufacture and marketing of quality pharmaceutical
products, and its resultant resolve to use consumer-oriented
marketing concepts to deliver quality and affordable
pharmaceutical products to the larger society, requires
evaluation.
Consequently, this study would attempt to evaluate the impact of
some of these advertising activities on consumers that constitute
the farget audience of the programs.
If marketing involves applying advertising concepts to consumer
causes, it is expected that marketing professionals will be
will be substantially involved, if not on the lead of these
marketing programs in the Pharmaceutical Industry to attain
the desired success.
. . This therefore becomes one of the research problems of this
study to ascertain the level of involvement of marketing
professionals in the management of Emzor Pharmaceutical
products, with regard to marketing of its brands of products.
1.3 OBJECTIVES OF STUDY
The use of advertising as a promotional tool in marketing
pharmaceutical products in Nigeria over the years have made
it imperative to evaluate advertising as a promotional tool.
Consequently, this research Intends .to achieve the following
objectives:
- To determine if any, the relationship, between
*advertising and consumer buying behavior.
- To measure the effectiveness of advertising on consumer
buying behavior
- To determine the extent advertising persuades
consumers to buy Emzor brands of products.
--
- To find out whether marketing practitioners in the
organization possesses the requisite skills or
. a . qualifications to market the organization's brands of n
. ' products.
- To determine possible ways to improve on the use of
advertising to create awareness, persuade consumers to
purchase and satisfy their needs and to minimize waste.
- To evaluate the effect of continuous advertising on the
organization's budget and consumers preferences or
buying behavior.
1.4 RESEARCH HYPOTHESIS
In an attempt to research on the .effect of advertising on
consumer preferencelbuying behavior and the involvement of
marketing professionals and advertising practitioners in the
formulation and execution of advertising policies and
programs, a number of speculative assumptions have been
developed from the research problems. b
Meanwhile, hypothesis are tentative statements or
assumptions put forward for the purpose of helping and
guiding the researcher in arriving at a reasonable conclusion.
8
Hypothesis, are stated as null hypothesis and alternate
hypothesis. The null hypothesis are stated in negative
assertions while the alternate hypothesis are stated in positive
assertions. After testing the hypothesis, we either accept the
null hypothesis, and reject the alternate hypothesis or vice-
versa.
However, the hypothesis for this study, are stated as . .
follows:
Ho: Advertising does not persuade consumers to
purchase Emzor pharmaceutical brands of products.
H 1 : Advertising persuades consumers to purchase
Emzor ,pharmaceutical brands of products
Ho: Continuous advertising is not a waste of resources.
H 1: Continuous advertising is a waste of resources.
1.5 SIGNIFICANCE OF THE STUDY
It is to clarify relationship between inputs into the buying
situation, stimuli arising from the mixed motivation, which
affects purchase decision and the resultant outcome. This
study would however, show that buying behavior needs to be
continuously reviewed and updated if they are to be useful in
planning marketing strategies. Markets are dynamic
phenomena and changes in market response should be
expected. For example, there is a constant change in
competitive factors, products and consumers taste. Over the
past decade, new habits of consumption have spread through
'. . n SO-ciety &d altered very significantly the demand for some ' (?
. . products and services. So, marketers should develop
sensitivity to changes affecting the consumption of the
products they offer.
This research however, would be significant to some sectors of
the economy as follows:
Academia: This study is important as it assembles widely
collated literatures on effects of advertising as a reference
materials for future knowledge and reference purposes.
Marketing professionals/ advert department of
organizations: It is my firm belief that this study would
challenge marketing professionals or advert department of
organizations especially pharmaceutical industries to be
innovative and adopt new advertising strategies, particularly
on different brands of their products and their target markets.
Advertising practitioners: This study would provide the
advertising practitioners the opportunity to know when and
where to apply each advertising strategy and when there' will
be need to modify, improve upon and adjust such advertising
strategies. . 4 9
' 0 The findings of this study are expected to contribute to
marketing practitioners and most importantly aid marketing
managers in planning and formulating marketing policies and
strategies.
The study will further throw light into the real situation of the
premise on which advertising policies, strategies are based
vis-a-vis pharmaceutical products.
The Pharmaceutical Industry: This study no doubt would
help the industry to know or determine the advertising cost
and allocation to various brands and the overall effect on sales
volume.
However, the underlying potentials of advertising will be
exploited especially in a free-market system like ours where it b
is used to create an awareness of products or services and
providing consumers with information for decision-making.
, ' . I . .z E c ~ n o r n y ; ~ . Advertising makes consumers aware of products n
and services and provides them information for decision-
making.. Advertising's economic role goes beyond this basic
function. However, it is a powerful force that can affect the
functioning of our entire economic system.
The study would proffer recommendations that would improve
the socio-economic life of consumers in a nation, especially as
it concerns the purchase and consumption of pharmaceutical
products in our country, particularly, Emzor pharmaceutical
products.
However, advertising aims at encouraging consumption and
fosters economic growth. It further facilitates entry into
markets, leads to economies of scale in production, marketing
and distribution.
1.6 DEFINITION OF TERMS
Advertising: Phillip Kotler (1 997) defines advertising as any
paid form of non-personal presentation and promotion of
ideas, goals, or services by an identified sponsor. b
Continuous Advertising: I s defined for this study to imply a . . -. ' . 5
n situation where the advertisement for a particular product is
repeated without any modification over several months or
. . , years.
Advertiser: This is the person or organization who
advertisement is run on the media.
Advertising Practitioner: The APCON defines it as "one who
is skilled in planning, creating and placing advertisements"
Advertisement: The advert practitioners council of Nigeria
(APCON) defines it as "a communication in the media paid for
by an identifiable sponsor and directed at a target audience
with the aim of imparting information about a product service,
idea or cause.
Advertising Agency: This is a business firm that is staffed
with people who are advert practitioners, and who exist to
primarily render and does indeed render advertising services.
Media: There are channels through which advertisements are
transmitted to their intended audience. It includes all the
media of mass communication such as magazines,
newspaper, cinema, television, radio, outdoors etc, as well as b
many other types of media.
Message: This refers to the number of exposures one . rg
n advertisement generates and how long it remains with the
audience.
Communication: In this study, communication is process by
which a verbal or non-verbal effort is made by a source to
send a message through a channel to establish a
"commonness") with a receiver.
Target Audience: The groups of individual that the
advertiser wishes to reach with his advertisement .
Media Vehicle: This refers to specific medium that can serve
as a carrier of the advertising message.
Advertising Copy: This refers to all the elements in an
advertising message, either printed or broadcast.
1.7 BRIEF HISTORY OF EMZOR PHARMACEUTICAL
INDUSTRIES LTD.
Emzor pharmaceutical Industries Limited, a subsidiary of
Emzor Chemists Limited, is a wholly private, indigenous b
pharmaceutical manufacturing company, incorporated in
. n Nigeria, . in;1984 for the purpose of manufacturing high quality
pharmaceutical products and medical consumables. Its . .
holding company, Emzor Chemists Limited opened for retail
business in January 1977 at number one Fola Agoro Street,
Abule Ijesha, Yaba, Lagos. The rapid growth of the retail
business encouraged Emzor Chemists Limited to venture into
the importation and wholesale of assorted pharmaceuticals.
The idea to manufacture locally came later and this was
predicted on the need to develop local capability, create jobs
and provide high quality pharmaceutical products and
services to the Nigerian people at prices that are not only
affordable but represent value. The company started pilot
production in 1985 and in 1988 it has become an established
pharmaceutical manufacturing company especially with the
:'. o i n t r o d u ~ t i k of "Emzor paracetamol" into the Nigerian market.
_. However, Emzor pharma rose from a humble beginning of
four (4)products lines in 1987 to a range of over fifty (50)
products in the analgesic, anti-malaria,
vitamin/haematinics/multivitamin supplement, anti-
helmintic, antibiotics and therapeutic class. b
Manufacturing Facilities
The factory is located on 2.5 acres of land in the Isolo
Industrial area of Lagos with Modern facilities to make a wide
,variety of high quality pharmaceutical products that meet
international standards at affordable and competitive prices.
It has invested heavily in comprehensive and cutting-edge
facilities for research and development unit.
Emzor pharma is a success because of its people. The
management style is participatory and team leaders are people
with vast experience and comprehensive education.
The Manufacturing team:
The team consists mainly of the production unit, the quality
assurance unit, the Engineerng unit and the
materials/logistics unit. Personnel for the team are a cream
. G of . highly skilled and motivated professionals with a n
cumulative working experience of over 150 years achieved
working 'in different companies both within and outside the
Nigerian pharmaceutical industry.
The products
Emzor pharma markets a wide range of over-the-counter
medicine and generic products. A s the leading indigenous b
manufacturer in Nigeria, the company continues to expand
the Emzor pharma portfolio through identifying consumer
need for innovative products. The current Emzor pharma
products from pharmacologic groups include:
- Analgesics (pain, ache, and fever relievers)
- Vitamins
- Anti-Malaria
- Heamatinics (dietary supplements)
- Anti-Tussives (cough suppressants and expectorant)
- Anti-Bacterials
- Anti-Helminthics (worm treatments)
A s a company that is committed to maintaining the
excellent quality of products, the company has a standardized
system of handling complaint and recall procedures for
products. It conforms to international quality standards.
Self-inspection teams and a fully equipped laboratory are just
' . . a a.few of the methods to ensuring quality. All ingredients - :\
. . water, raw and packaging materials and finished products -
are subjected to comprehensive analysis.
The Sales and Marketing Team b
The team comprises both the sales and marketing functions of
the company, who are drawn from the pharmaceutical
industry and basic biological sciences with proven track
records. The team are also highly skilled, talented and
motivated professionals with several years of working
experience within the industry and who are constantly seeking
to break into new markets and take the organization to new
frontiers.
. . . . 5 The sales, force consists among others, more than 40 highly
' h
trained medical/sales representatives, who detail the -.
products to doctors, nurses, pharmacists and other health
care providers. While the marketing unit, comprises
pharmacists and market research executives.
The Research and Development Team
Personnel are drawn from various fields including pharmacy,
chemistry (pure and applied), biochemistry microbiology, etc.
and members have graduate and post-graduate qualifications.
The team is made up of highly skilled and motivated scientists
who have acquired years of experience with various
pharmaceutical companies within and outside Nigeria, the
scientists are in constant touch with the latest information b
and emerging global trends in pharmaceutical research and
development.
The ~ u m a n Resource Team and Training Policy
The human resource team hires, trains, and maintains the
motivation of the workforce. The objective is to give work a
meaning and assist every employee in becoming the best
he/she is capable of being. To this end, sound company
policies and - . a *
I$
company and
welfare packages to ensure actualization of
individual aspirations are developed.
In addition to qualification obtained both at graduate and
post-graduate levels from internationally renowned
institutions of higher learning, team members have at various
times attended technical and management training programs
within and outside Nigeria.
Technical trainings have been obtained at such organizations
as Manesty Machines Limited, UK, Horn + Noack ROMACO
Pharmatechnik GMBH, IMA Industria Machine Automatiche
spa etc. Training on International analytical validation was
organized by AMSCO/APDF, UK. Various reputable training
institutions including the Lagos Business school have
participated in training the management team.
The Finance and Audit Team
The finance team, comprising qualified and experienced
accountants, has the important task of managing the
company's financial resources which include ensuring that
. a proper records of transactions are kept and that funds are
* I#
available for the smooth running of the organization. . .
The Internal Audit team is made up of qualified and skilled
auditors who ensure compliance with management policies
and statutory regulations in order to reduce unintentional
mistakes, irregularities and the possibility of fraud.
Community Relations Activities
Emzor believes in empowering individuals and groups to
achieve all they can and to strive for excellence in all their
endeavours. Hence, it recognizes the importance of
community relations knowing fully well that without the
community's favourable disposition towards them, their
existence will be threatened.
Consequently, the company undertakes various forms of b
social responsibilities, which include:
- Participating actively in the humanitarian activities of
Rotary International at various districts. - -
Her
involvement has led to various awards to the company
and staff. Some of these awards include the outstanding
service award by District 9 110 of Nigeria.
- Associating with health even in therapeutic segments
that she does not compete directly.
Hence, it is not surprising that the Asthma Relief
Campaign Project (ASMARCAP) recognized Emzor
pharmaceutical industries as "the first corporate sponsor" of
Action Against Asthma in Nigeria even though the company
has no anti-asthma products. "
- Associating with various other groups and activities.
Examples include the Nigeria police force Bi-ennial police
Games, Igbo National Council.
Emzor continues to support the activities of the differently
able community. This has led to various awards by the
handicapped Award Association of Nigeria.
A s part of the activities marking the 1 5 t h anniversary of Emzor
paracetamol, it distributed 20 first aid kits to selected primary
. . and secondary schools in Lagos State. It also launched a
science .essay competition in primary and secondary schools
sponsored, by Zolat - a new de-worming agent by Emzor.
In appreciation of the support and loyalty of our staff and
distributors, the management of Emzor pharma approved 15
scholarship awards to motherless babies and children of staff
and distributors.
Distribution:
The distribution system on ground ensures the widest
possible penetration into the nation's markets. Emzor
pharma is honored to be partners with leading retailers,
marketing and distribution networks, and manufacturers.
However, their distributors are over 50 registered pharmacies
spread all over the regions of Nigeria. Emzor pharma is
constantly seeking new partnerships in marketing,
distribution and joint ventures.
1.8. SCOPE AND LIMITATIONS OF STUDY
Advertising is a vast area of academic concern. While a
number of scholars criticize advertising as being wasteful,
other schools of thought see it as an essential instrum.ent of . 0
' F)
communicating' with the market place. In the face of the b
contending controversy about the use fullness of advertising,
it is safer to focus on certain aspects of the discipline.
This study is therefore confined to Lagos state, with focus on
Emzor pharmaceutical industry.
The major limitations of this study may come from the fact
that only one company in the pharmaceutical industry is
being studied. The study has limitations that include
- Limited literature materials, especially local materials.
- Limitations in samples chosen
- Limited time frame for the study hence no detailed
assessment.
- . Financial implication of extensive study also limited . .
the study.
- Limited information volunteered by respondents.
REFERENCES
Advertising practitioners council of Nigeria (APCON) ( 1997).
Baker, M.J . ( 1996), Marketing: An Introductory text 6ed. London: Macmillan Press Ltd.
Dirksen. C. Kroeger and Nicosia (1977), Advertising Principles, Problems and cases 5ed. U.S.A: IRWIN INC
Emzor Pharmaceutical Industries Annual Report (2005)
\>F "l'l PU Emzor Pharma. Website: www.emzorpharma.com K*~,p
3-4' , .,oQ *
Kotler, P (1997), Marketing Management: Analysis, Planning, Implementation and Control, New Jersey: Prentice Hall, Inc.
Nwosu .I. E. (1997), Eflective Media writing, Mass Media, Advertising, PR, Promotins, Enugu: Precision printers and publishers.
. , Cr
fa
Osuagwu, Eniola ( 1998), Marketing Management: Principle, . . Strategies and Cases, 2ed.
Lagos: Malthhouse Press Ltd.
Pride and Ferrell ( 1987), Marketing: Basic Concepts and Decision, 5ed. Boston: Honghton Mifflin Company.
Schultz, Martin and Brown(1988), Strategic Advertising Campaigns, Williams Brown: Lincolnwood, ILL; NTC.
CHAPTER TWO
LITERATURE REVIEW
2.0 EVOLUTION OF ADVERTISING
The evolution of advertising has remained a controversial
issue among authors and scholars. Advertising can be traced
to those curious inscriptions carved on the bricks by the
Babylonians almost 5000 years before Christ.
Others refer to the origin as to the Egyptian Institutional
campaigns set forth in hieroglyphics. According to Jones,
(1955:22) "Advertising was a profession of criers" in its earliest
practice. She maintained that, "In Babylon for example, criers
stood in merchants doorways, like carnival barkers, calling . d
W
out their employers wares, competing with each other for . .
patronage. However, they were a little ingenuous for they sang
their messages".
The Romans in its earliest practiced advertising and its dates
from the middle ages with the adoption of surnames indicative
of a man's occupation, as opposed to some distinguishing
designation (Harrison Harry's son). The producer's name is of
equal importance today as a means of identifying the source of
. I
goods and services. Signs represented the next stage in the
evolution of advertising, acting as a visual expression of the
tradesman's function as well as a means of locating the source
of goods at a time when the numbering of houses was
unknown. One can still see vestiges of the practices in the
barker's pole or the symbolic book or glove.
As an early form of Institutional advertising, trade marks were
adopted as a means of identifying the producer and as a
guarantee of quality. Though, the adoption of corporate
symbols as a more immediate means of recognizing the firm's
identity than the written word, is an interesting reversion to
this practice.
There was the introduction of periodicals in the early 1700's
such as the "Tatler and Spectator", which later became more
popular as a means of advertisement. However, this was
abruptly curtailed when tax was introduced by the British
Government, in 1712 though later abolished in 1853 because
of its adverse effects. This was done at a time ripe for the b
. b
dekl&p&eht of mass advertising as we know it today. Mass
. . production was a reality, and channels of distribution were
being developed to cope with the physical movement of goods,
creating a need for mass communication to inform consumers
of the choice available to them. This need was recognized by
space salesmen, known today as advertising agency. Their
duty was to locate customers for the media owners, for paid
commission for such services.
Gradually their position changed, they now became space
brokers or middlemen who bought space from the media
owners and resold at a profit of 25%, the profit margin
attracted competitors, which made agencies to develop new
'. . . strategies'such as offering free assistance in preparing this ' 0
_ . copy and later, as the number of publications increased the
media which would prove most effective in reaching the
advertiser's potential customers, were normally selected. This
is still obtainable even today.
2.1. ADVERTISING OVERVIEW
The role of advertising in the marketability of a product has
always created a lot of concern to most marketing experts in b
their various organizations. While it seems difficult to define
advertising conceptionally, it could ,when handled properly
enhance potential buyers' responses to the organizational
offerings by providing information that tries to channelize
desires and by supplying reasons for preferring the particular
offering.
Advertising is a form of selling, which urges consumers to buy
goods or services, or to accept a point of view. The word
advertising comes from the French word avertir, which means
to notify. Advertising messages are carried to large audiences
by news papers, magazines, television, radio, and other means
. a of mass c,ommunication C)
2.2. ADVERTING DEFINED
Advertising has ,been defined by various scholars in various
ways thus:
Advertising, according to the American Marketing Association
(1960) and Kotler (1970)) is any paid form of non personal
presentation and promotion of ideas, goods, or services by an
identified sponsor.
Advertising practitioners' council of Nigeria (APCON) defines it
as "a form of communication through media about products, b
services, or ideas, paid for by identified sponsor.
Winton Fletcher (1979) defines it as "the dissemination of
sales message through purchased time and space",
The authors of contemporary advertising (Bovee and Aren
(1986) defines it as the "non-personal communication of
information usually paid for and usually persuasive in nature
' ' e . . about products, services or ideas by an identified sponsor ' H
. . through the various media".
Chris I.' Ogbechie (1997) defines advertising as the act of
conveying the most persuasive product or service message at
the right time, in the right place, to the right person, at the
lowest cost. It's aim is to foster favorable attitudes to a
product or service by presenting the advantages defined by the
product positioning consumer benefits.
Ferrell et al (1991) defines advertising as a paid form of non-
personal communication that is transmitted through mass
media such as television radio, newspapers, magazines, direct
mail, public transport - vehicles, and outdoor displays.
In the view of Achumba and Osuagwu (1994), advertising is
one of the elements of marketing promotional mix, that is
essential in brand building, product differentiation, clear b
positioning and premium quality. Advertising seeks to make
people/consumers aware of things they need and to make
them want these things. It announces new products or
services and describes new uses and improved features. . . ' - a Bordefi a11d Marshal1 (1959) defined advertising as "Consisting ' R
. . of those activities by which visual or oral messages are
addressed to selected publics for the purpose of informing and
influencing them to buy products or services, or to act or to be
inclined to act favorably towards idea, persons, trade marks or
institutions featured". A s contrasted with publicity and other
forms of propaganda, advertisement messages are identified
with the advertiser either by signature or oral statement.
Aluko (1999) defined advertising as selling without a .
personal salesman.
Encyclopaedia Britannica (1943 -73) defines advertising as "a
form of paid public announcement intended to promote the
sales of a commodity or service or to bring about some other
effect desired by advertisers. It is essentially a form of
communication through such diverse media as hand bills,
Newspaper-magazines etc. b
According to International Encyclopedia of the social sciences,
advertising is "means of making known in order to sell goods
and services or presenting the most persuasive possible
. . 0 .selling .message. Advertising is to the right prospect,
1 n
persuasive and informative communication directed at actual
or potential buyers with a view to generating sales. In their
own view, Douglas J. (1981) defines advertising as consisting
of all the activities involved in presenting to a group of non-
personal, oral or visual, openly sponsored message regarding
a product, service or idea.
Nwokoye (1978) defines advertising as "any form of non-
personal communication through the mass media that is paid
for by an identifiable sponsor in a particular business entity".
The British Institute of Marketing and the Cam Foundation
defines advertising as use of paid- for space in a publication
for instance, airtime on television, radio or cinema, usually as
a means of persuading people to take a particular course of
action or to reach a point of view.
. Longman Dictionary of contemporary English defines
advertising as the business which concerns itself with making
known to the public what is for sale and encourage them to
buy especially by means of picture in magazines, notices in
. d
n . newspaper and messages on television.
However, varied as the definition of advertising might be, its
role in marketing and consumer preference is without
. 4 , que*stioning. The role of advertising as a marketing promotion
. - activity, therefore, is to implement product or service flow
through the appropriate channels to act as catalyst in
acquainting the customer with the means by which wants
may be satisfied and ultimately induce customer or client
action which will benefit the source of the communication
process.
2.3. OBJECTIVES OF ADVERTISING
Laridge and Steiner (1961) Separates the objectives of
advertising into three main functions:
Cognitive, affective and co native
Before an advertising programme or campaign can be
developed, advertising objectives must be set. These
objectives will flow from earlier decision making about the
marketing mix and target market. Advertising cognitive
function provides information and facts for the purpose of b
making consumers aware and knowledgeable about the
sponsored brand.
The affective function of advertising crates liking and
preference for the sponsored brand. It is therefore to
persuade. Finally, advertising co-native function is to
a stimulate desire and cause consumers to buy the sponsored
* ' n
brand. . .
Other possible objectives of advertising includes:
Exposure - The advertiser often sets a certain number of
exposures per period to the target audience. An exposure
means that a target member of the audience should be
exposed to the medium carrying the advertisement, in terms
of its reach and frequency.
Awareness - This involves knowing the information presented
in the message and knowing the sponsors' brand name.
Consumers are considered aware of a sponsor's brand if they
recall the brand name.
Similarly, they are aware of the advertised message if they can
report any of it. Therefore, message recall should be greater.
Attitudes - The advertiser specifies a certain level of favorable b
attitude which the advertising is to achieve to the target
audience. - -
The ultimate purpose underlying all advertising is increased
awareness. However, many authors would also associate this
\ with some form of statement concerning an increase in profit,
' 8 4
h . . but this will be anticipating an end result applicable only to
trading organizations, which is also attributable to a host of
other factors.
However, Mathews, Buzzell, Levitt and Frank (1964) in
Marketing : An Introductory Analysis Enumerated the
objectives of advertising as including the following:
1. To build primary demand
2. To introduce a price deal
3. To inform about a product's availability
4. To build brand recognition or brand preference
5. To inform about a new product's availability or features
or price.
6 . To help salesmen by building an awareness of a product
among retailers
7 . To create a reputation for service, reliability or research
strength.
8. To increase market share
9. To modify existing product appeals and buying motives
10. To increase frequency of use of a product
11. To inform about new uses of a product
12. To increase the number or quality of retail outlets
13. To build the overall company image
14. To effect immediate buying action
. r\ " 15. To i-each new areas or new segments of population
within existing areas.
16. To develop overseas/ foreign markets.
The above list is by no means exhaustive, but it does indicate
that the aim underlying a campaign may be directed a t a
short-term increase in sales volume (price deals and other
promotional offers), the development of a new market, or the
building of a favorable attitudes to the company as a whole
(corporate advertising). The latter, like an increase in retail
distribution, is a long-term objective for which it would be
difficult to assess the actual return on the advertising
investment.
2.6. NATURE OF ADVERTISING
According to Okigbo (1997) Advertising is so much a part of
our lives that it is usually taking for granted. It is an
inevitable compliment to modern mass media, even when
taken for granted. From a marketing perspective, advertising
is not the routine production and placement marketing
communication messages.
Advertising that is directed to marketing must employ a
planning approach, best characterized by a strategy.
Marketing is not trial and error but requires the adoption of
planned rational process. According to Shultz Matin and
. . - . e Brown (1988:3), the marketing process really involves the
O
investigation and revaluation of a number of different area of
the business and market place that an organization must
consider in order to develop and move products or services
most efficiently and profitability from their plants to the
ultimate consumer.
2.5. STRUCTURE OF ADVERTISING
According to the advertising practitioners' council of Nigeria
(APCON) four groups make up the advertising industry.
Advertisers, advertising agencies, media and collateral
services. The advertiser who is the owner of the product is b
involved in all the activities of marketing, looking for buyers,
merchandising or the act of fitting the goods to market
requirements, propaganda to dispose buyers favorably to the
products or services.
The advertising agency is usually concerned with helping to
search out for buyers, merchandising, and using propaganda
to dispose buyers favorably to the products or services.
Media are used as outlets to display advertisements to . . . 0 . consumers:
Collateral services on the other hand, are limited risks
rendered by specialized agencies offering services in any of the
foregoing areas: Soliciting for buyers, merchandising and
media services.
2.6. ADVERTISING AND ITS ROLE IN MARKETING
According to Ozoh (1998) marketing function recognizes the
strategic value of advertising as an element of promotional mix
which most firms use in selling their goods and services, and
which of course is the bridge between the advertiser and the
target audience.
Moreso, Onunkwo (1997), observed that advertising, as an b
element in marketing involves advertising strategy and
operation of advertisement, planning media schedules, and
monitoring and controlling expenditure in line with the
budget.
Also, Okigbo (1997) added that the relationship between
advertising and marketing is simultaneously obvious and
nebulous. If by advertising we mean "the announcement
through appropriate media that certain goods and services are
not only available, but are the best in meeting the needs of
our target marketing" then it is obvious that advertising must ' .. - . 4
" be a hand maiden of marketing, especially when we are
dealing with a mass market.
Baker (1996) pointed out that advertising is but one variable
in the marketing mix, albeit an important one, and is difficult
to separate its contribution from that of other mix elements.
2.7. ADVERTISING PROCESS
Stidson (1970), believes that advertising has a positive effect
on the consumer buying behavior, in which the different can
be noticed certain extent. Based on this, researchers are
not persuaded to study the process in which advertising travel b
to achieve such impact.
~ccording to Sandage and Fryburger (1967) most of the
published models of the process by which advertising works
are based on simple mechanical principles, whereby the
advertiser sends to a target audience messages which
persuade them to react in the manner he intends them to
respond. However, not all consumers react in the same
manner because of various reason which include; inattention,
selective perception, misinterpretation, forgetting, or just plain
fickleness.
. .. Thayer (1968) criticized the simple mechanical principle or
stimulus response model as being conceptually and
empirically inadequate, stating that advertising is not -. . . * .
R sohethiig someone does to someone else. That, the
. . individual is an autonomous entity who communicates from
and to the world around him by attributing meaning and
importance to selected data of that world. This part of life
overlooked, because it is concealed behind
people's overlapping expectations and in part because
mechanical model of the advertising process have prevented
researchers from "seeing" this process order than in cause L
and effect terms.
Moreso in order to appreciate the cause and effect of the
model on advertising process, perhaps it is pertinent to
differentiate between the data (sounds, copy, and graphics)
and the information people derive from these data. Secondly,
the difference between advertiser intention and consumer
intention. Thirdly, Robinson and Stidsen (1967) added that
that the complex array of needs, emotions, values, and
knowledge underlying human choice behavior is not
transferable or communicable as such.
Stidsen (1970) further added that the other model was the
traditional model of advertising process which recognized the
distinction between the meta-communicative and
communicative characteristics of advertising. ' .I . 4
R
Meta-communicative here refers to people's feelings, beliefs, -.
and knowledge about the usefulness, believability and
function of advertising while Communicative characteristics
refers to people's feelings, beliefs, and knowledge about the
usefulness, and validity of some specific advertisements.
This model according to De Fleur (1966) sees advertising as
what people do with advertising and not what advertising does b
with people.
However, the short-coming of this model is that, it neglects
the indispensable role played by consumers in bridging the
gap between message and action.
2.8. MEASURING ADVERTISING EFFECTIVENESS
Robinson et al (1968) noted that sales is not the only criterion
used in measuring the effects of advertising. Communication
effect should equally be used as a yard stick which includes +
changes in consumers' product awareness, attitudes,
preferences, and loyalties.
However, sales and communication effect take into account
only selected residuals of the advertising process, but neither
measures the effectiveness of the process. Quite contrary to
the spirit of the marketing concept, advertising effectiveness is
still measured only in terms of
benefit.
More so, according to Mazur (1968
the advertiser's cost and
advertising can be said to
be effective depending on the extent it is mutually
advantageous to advertisers and consumers. In other words,
a measure of the effectiveness of the advertising process
should include some assessment of the cost and benefits from
the point of view of both consumer and advertisers.
Achumba (1994) stated that advertising effectiveness
concerns whether the intended benefits are achieved. The
effectiveness of an advertising programme can be evaluated in
terms of ability to cause clients or consumers to indicate a
more favorable attitude towards a particular brands as
compared to other brands.
Starch (1939) commented on over 50 yrs on the role of
advertising. He said "for an advertisement to be successful, It
must be seen, must be read, must be believed, must be
remembered, and must be acted upon".
On the other hand, Colley (1967) viewed the need for
. d
adveitising' as helping to move the consumer "through one or
. - more levels in the spectrum" leading to the final act of
purchase.
Evaluation of advertising effectiveness is important for two
reasons.
Firstly, advertising represents expenditure money. While
overall advertising expense are small part of the total budget b
in some companies.
Secondly, management want to know how successful
advertising is in selling a brand of product. In addition,
research will show if trial of the products has been induced or
switching from other brands has also been induced.
Ineffective advertising obviously cannot contribute to the goal
of profit.
Achumba (1994) further proposed that two general
approaches might be used to try to evaluate the effectiveness
of advertising.
i. Subjective evaluation which involves the opinion of
senior executives or experts on the effectiveness of a
particular advertising program
. . 11. Objective evaluation which involves developing facts
about the effectiveness of a particular advertising
- - program through research.
Also, Advertising effectiveness can be measured in the short-
run which form the basis for long-term measurement. . . . a . .
. . ~ow&er , the effectiveness of any
. . be judged by it's ability to move
awareness to actual purchase. b
2.9. CRITICS OF ADVERTISING
advertising program should
customers from the step of
Despite the tremendous contribution of advertising to
marketing, some economists such as Bach (1966), (Richard
Caves 1964) still criticize advertising as being economically
wasteful. Other criticisms put forward by economist include:
- That advertising fosters monopoly
- That advertising is materialistic, creates dissatisfaction
and false need.
- That advertising is poor in taste
*. . . * - , That it is too emotional, misleading and fraudulent. (4
- -- . . That it distorts consumer choice
- That advertising encourages consumption of goods which
may be harmful to the consumer.
However, other schools of thought opposed the critics of
advertising.
Adeniran (1992) pointed out that the critics who see
advertising to be a waste forgets that advertising is a form of
investment, whereby the amount on advertising provides
employment indirectly through multiplier - effect mechanism
through increasing the demand for consumption of goods with
resultant increase in employment in such organizations. He
further stated that advertising contributes to economic growth
by complimenting the efforts to create new and improve
products through expenditure for research and development.
In fact, "advertising by acquainting the consumer with the
values of the products, widens the marketing for these
products, pushes forward consumer's acceptance, and
encourages the investment and entrepreneurship, necessary
for innovation". In other words, "advertising holds out the
promise of a greater and speedier return than would occur
without such methods, thus stimulating investments, growth
and diversity". Tesler(1960) holds the same view. In addition,
Adeniran (1992) noted that schools of thought that see
advertising as persuasive, not informative, are not right.
According to him, effective advertising is persuasive, it
influences people to buy products. Hence, it informs
consumers, and thereby justifies the product's economic
existence. He went further to criticize the view that
advertising creates monopoly. According to him, the fact that . . ,
new products are advertised more intensively than the
established ones, point to the fact that advertising is used
equally to secure an in-road to the market of the established b
products, even as the established products try to hold on or
im~rove on their market share through advertising.
On the issue of advertising being wasteful, Backman (1968)
criticized the view by stating that in a free economy, there is a
wide diversity of opinion as to what combination of goods and
services should be made available for consumption.
Obviously, taste and scale of preference differ, thus, there will
be disagreement on what constitutes the ideal components of '. . r0 . ' *
a desirable level of living. . .
- According to him, one might be mislead occasionally by
popular fads, advertising or even advice of our friends but
decisions in the final analysis are made by the buyers and not
by the advertisers.
On the issue of advertising being a poor taste, Adeniran who
quoted Segie (1949) pointed out that "The naked women's
body, like a national trade-mark has become the symbol of
American commerce: naked, semi-naked, undressing and
dressing women fill not only the films but the pages of
magazines, advertising foods, clothing, automobiles, hotels,
refrigerators, chewing gums, and everything which in the 6
opinion of the businessman would represent the vital interest
of the people".
However, the conclusion arrived at is that deception and lack
of morality are no property of advertising practice.
On the issue of misleading and fraudulent activities of
4 advertising,' Adeniran, commented that one accepts that
. . sometimes misleading advertisements appear in the media,
but just like other societal ills and criminality, there are
enough laws to carc of offcnclcr, TTcnccl, no cnll for n 1x111 on
advertising.
For the critics who see advertising as encouraging the
consumption of harmful goods, Adeniran noted that allegation
to it may be true but the fact still remains that cocaine, opium
and heroine that are not advertised remains to be a great
concern to the society.
Perhaps, if advertisers have been encouraged to advertise
such goods subjected to government regulating, the ills in
taking such drugs would have been better comprehended.
Finally, another absurd comments against advertising is that
it generates excessive profit for the advertiser. b
All investors desire profit and can employ advertising if it will
help or further their legal course. Moreover, higher profit
encourages expansion or diversification.
Furthermore, marginal costs will be reduced which means
that goods will be cheaper. This benefits the consumer
. ' . as ultimately. ;That is not all, it will further help enhance
economic growth by increasing employment opportunities.
2.10. HIERARCHICAL MODELS OF ADVERTISING
EFFECT
Model
Starch, 1923:
Strong, 1925:
Sandage and
Fryburger, 193 5:
Lavidgex Steiner,
Colley, 196 1:
Mc Guir, 1969:
Delozier, 1976:
Peston & Thorston
Source: Baker, ( 1
Ed.
Characteristics
To be effective, and advertisement must be
seen - read - believed - remembered - acted
upon
AIDA
Attention - Interest - desire = action
Interaction model:
Exposure - perception - integration - action
Hierarchy of Effect:
Awareness - knowledge - liking -preference
- conviction - purchase
(DAGMAR)
Unawareness - awareness - comprehension
- Conviction - action
Information processing model: presentation
- attention - comprehension - yielding -
retention - behavior
Psychological Response to Advertising:
attention - perception - retention -
conviction - action
Expanded Association Model:
Exposure - awareness - perception -
evaluation - stimulation - search - trial -
adoption I I
)96) Marketing: An Introductory text, 6th
2.11. CONSUMER BEHAVIOR/ PREFERENCE
A consumer is an individual or households who buys or
acquires goods and services for ultimate consumption. This
definition excludes those individuals that acquire goods and
services for any other use than consumption. Consumer
behavior therefore, involves a metal decision process as well
as physical activity.
However, consumer behavior can be defined as the way people
act in the exchange process. "The acts of individuals directly
involved in obtaining and using economic goods and services
including the decision processes that precede and determine
those acts". This (Osuagwu 1999) includes, the behaviors
that consumers display, in searching for, purchasing, using
and evaluating products, services and idea, which they expect,
-. .. ' . . Q will satisfy $heir needs. ' 0
Achumba (1996) defined consumer behavior as "the activities . *
of people engaged, in actual or potential use of market items
whether products, services, information or ideas", He further b
noted that without consumers, there will be no marketing
process. Furthermore, Engel et al (1995) defined consumer
behavior as "those acts of individuals who make decisions to
spend their available resources (money, time, effort) on
consumption - related items. It includes the study of WHAT
consumers buy, WHY they buy it, HOW they buy it, WHEN
they buy it, WHERE they buy it, and HOW often they buy it.
According to Baker (1992) there are four models in answering
the question of consumer behavior.
These models are:
(a) The Marshallian Model (Stressing economic motivation) . a
' f l
(b) The Pavlovian Model (Stressing Learning)
(c) The Freudian Model (Stressing social psychoanalytic
motivation)
(d) The verblenian model (stressing social psychological
factors).
These models represent various ideas of human and
consumer behavior. Depending on the product or services,
different factors and behavior may be of particular relevance
in a given situation.
2.12. Consumer buying decision Process b
In buying a product or service, the consumer is said to go
through a decision process consisting of problem recognition,
information search, evaluation of alternatives, purchase
5 1
decision and post purchase behavior. The marketer must
understand, the buyer's behavior at each stage and what
influences are operating on the consumer. This understanding
allows the marketer to develop a significant and effective
marketingladvertising program for the target market. The
consumer buying decision process is concerned with the series of
. . ' . a
sequential steps which a buyer takes before a purchase is made, +
' 0
-.
2.12.1. . Possible Influence on the Decision process
Person-Specific Influence: Demographic, situation
learning, attitudes, personality
Social influence: Role and family, Reference groups, social classes cultural sub-culture
I I Consumer buying decision process
. Source: Pride Ferrell, ( 1987) Marketing: Basic concepts and Decision
Post purchase eradication P
Problem recognition
-
Information search +
4
Evaluation Purchase of alternatives P
+
1. Problem Recognition: According to Kotler (1997) the
. 0
buyink p;ockss starts when the buyer recognizes a problem or
need. The buyer than senses a difference between his or her
actual state and ddsired state. The need can be triggered by
internal or external stimuli. Internal stimuli refers to natural
needs like - hunger, thirst and sex need. Whilst external are
not natural since they are aroused by external factors like
advertising, political, cultural economic etc.
2.12.2. Nature of problem - Reorganization process
Problem Reorganization P Information from Lifestyle
Source: Achumba et al, (1994) Marketing:
Fundamental and practice U. S .A. A 1 marks Educational
Research Inc.
2. Information search. Search is a motivated exposure to
information with regard to a given alternative. It results when
' .. existing infsrmation, beliefs and attitudes are found to be . a *
n inadequate.
. . .- -. . i0
2.12.3. A model of the search process
. . , Exposure 1 4-1 r b
( Problem Recognition 1
Marketer dominated sources of information
Acceptance
1 Retention I+
Memory Search Internal I
Source: Achumba, etal, (1994) Marketing:
Fundamentals and practice, U.S.A
Marks Educational Research Inc.
The above diagram shows that the individual searches
memory first before turning to outside sources. If this is not
. . . . sufficient,, then external search begins and the individual . sl
. . ' *
consults either market dominated sources (ads, sales man, . .
etc) or any relevant input. This is then processed through the
memory and ultimately will affect the attitude, belief and
buying behavior of the consumer.
3. Evaluation of Alternatives: Pride & Ferrel (1987)
mentioned that to evaluate the products in the evoked set, a
consumer establishes a set of criteria against which to
compare the products' characteristics. These criteria are
characteristics or features that are desired (or not desired) by
the buyer.
4. Purchase: At this stage, the consumer will decide on the
brand to purchase based on the evaluation that has been
undertaken, however, there are two factors that affect the
consumer decision before making the final purchase, this will
be shown in the diagram below:
2.12.4. Steps, between Evaluation of Alternative and a . a
a pki?hase decision.
Attitude of
Others I I
Purchase design
Evaluation j
situation 1 '-1 factors
Purchase of ---4 Intention
1 Alternatives
Unanticipated
Source: Philip Kotler, (1997) Marketing Management:
Analysis, Planning, Implementation and control, New Jersey
(Prentice Hall International).
5. Post-purchase evaluation: After the final purchase, the
consumer might evaluate his/her purchase which might lead
to a cognitive dissonance, which refers to a dissatisfaction as
a result of wrong choice.
2.13. Determinants of consumer Behavior
Hansen (1976) stated that five major psychological factors;
motivation, perception, learning, belief and attitude influence
a person's buying decision and choices. The belief of the
buyer is mostly attached to the culture and religion of the
individual and society. Consumer behaviour being a human . . . . . 4 ' .
activity can be measured thus:
Where:
CB = Consumer behavior
P = Consumer's personal influence
E = Pressure exerted on the consumer by outside
forces in the Environment
Studies over the years have shown that the basic
determinants of consumer behavior are:
(a) Needs and motives
(b) Perceptions
(c) Attitude
(d) Learning
' *. (e) Culture
' . 4 . . *
n
2.13.1. Needs and Motives
According to Maslow (1943) there are five sequential stages of
human needs, which are psychological needs, safety needs,
social needs, esteem needs, and self- actualization needs.
Human needs could also be related to the desire to know and
understand issues around them (Maslow, 1954).
These needs were derived from two primary assumptions:
i. People are wanting -beings and their needs depend on
what they already have. A satisfied need is less a motivator
and less important than unsatisfied needs. Only those needs
that are unsatisfied are influencers of the behavior. b . .
11. Individuals' needs are arranged according to their
hierarchy or order of importance, once one need is satisfied,
another one emerges.
Chrisnall (1975) stated that the theory of needs contains
elements of sound common sense, which make it particularly
of interest to marketers. The marketer must be in a position
to know what satisfaction the consumer will derive from the
product or service being offered. It should also be necessary
. . . . . * . a
to understand the level at which the consumer has been n
satisfied on the lower needs and by what product or brand.
- . 2.13.2, Perception:
This is the way a consumer processes incoming stimuli, their
interpretation and transformations into meaningful pictures
upon which decisions are taken.
Consumers perceive things around them through touch, sight
hear, taste and smell.
2.13.3. Attitude -Attitudes are those psychological
characteristics that affect consumers' perception of incoming
stimuli. Attitude is defined as a person's enduring favorable
or adverse evaluations, emotional feeling or tendency towards
some object or idea. Attitude is learnt and it is formed over a
period of time through experiences, and contacts, and is
highly resistant to change.
5 8
. , .. 8 rZ
d
It is in the interest of the organization, to identify the nature . .
and strength of different attitudes and their relative
importance to sales.
2.13.4. Learning
Learning is the relationship between knowledge and
experience. Accumulated experiences on subsequent behavior
may be based on the use of a product or the marketing efforts
of the marketer.
Chrisnall (1975) further stated that customers buy the same
product or service again because of experience (learning) with
the earlier purchase, which had been satisfactory.
2.13.5. Culture
Culture is defined as the way of life of a group of people. It
includes knowledge, art, beliefs, norms morals, values, laws,
customs and habits. It is learned from the society and
environment in which the individual (consumer ) finds
him/herself. Culture does not only affect how a person
behaves but also how he expects others to behave. b
. . . a Howard. apd Sheth (1969) observed that culture affects ' R
motives, brand comprehension, attitude and intention to
purchase.
Culture factors most often exert the broadest and deepest
influence on consumer behavior. A s people grow up in a
particular society, they imbibe the societal basic beliefs,
values and norms. They absorb almost unconsciously, a
world-view that defines their relationship to them selves and
to others. Core culture values have high persistence and each
culture consists of sub-cultures and social classes.
Culture is the most fundamental determinants of a person's
wants and behavior. Whereas lower creatures are largely
governed by instincts, human behaviors are learnt.
A consumer's behavior is also influenced by social factors
such as the consumer's reference groups, family and social
roles and status. A buyer's decisions are also affected by
personal outward characteristics such as the buyer's age, sex,
life cycle stage, education, occupation, economic
circumstance, lifestyle and personality and self-concept.
REFERENCES
Achumba, (1996), The Dynamics of consumer Behavior. Lagos: Mc Williams Publishers Limited.
Advertising Practitioners Council of Nigeria (APCON) 1997
Alexander R.1, ( 1960) Marketing Definitions. Chicago American Marketing Association.
Bach G.L. (1966) Economics 5ed. Englewood Cliff, New Jersey: Prentice Hall Inc.
Backman. J. ( 196 1 ) Advertising a n d Competition. New York: New York University Press
Bain J.S. (1959) Industrial Organization. New York: Wiley & , ' *I - . d . ,
n Sons.
Baker M.J. (1996) Marketing: An Introductory text 6ed. London: Macmilliarn Press Ltd.
Boovc and Arens ( 1986) Contemporary Advertising: U.S.A Irwin Inc.
Bettman and Jones (1972) "Formal Models of Consumer Behaviour : A Conceptional Overview" Journal of Business, vol. 45.
De Fleur M.L ( l966), Theories of Mass Communication. New York: David Mckay co Inc.
Engle , (1995). Consumer Behaviour. New York: Holt Rinebart and Winston.
Ferrel and Pride( 199 1 ),Marketing:Concept&Strategies,London: Honghton Mifflin.
Pride & Ferrel (19871 Marketing, Basic Concepts& Decision ed, Boston:Honghton Mifflin Coy.
, ' .. . . * . . " Robinson P.J. (1968), Advertising Measurement and decision
- - ma king, Boston Mass: Allyn and Bacon Inc.
Sandage & Fryburger V. (1967), Advertising theory &practice, Homewood: Richard D. Irwin Inc.
Schultz, Martin and Brown ( l988), Strategic Advertising Companies, William Brown, Lincelnwood: NTC.
Telser L.G (1960), "How much does it pay whom to advertise'? American Economic Review, papers and Proceedings.
Winton Fletcher (lg'i'g), Advertising, London: Hodder & stoughton.
CHAPTER THREE
. . This chapter is primarily concerned with the method and
approach in which relevant data to this study were
obtained.
3.1 SOURCES OF RESEARCH DATA.
Based on the nature of the research hypothesis and objectives,
primary and secondary information/ data gathering
techniques would be in use.
Primary Data refers to datalinformation directly gathered by
the researcher to support the secondary data and verify the
research hypothesis and thus recommend possible solutions to
the research questions.
In this study, the primary data would be through scientific
research methods of sample survey and researcher's
observations. Nwosu, (2000: p. 103) states that survey is
regarded as very effective and reliable method of generating h
quantitative data on people's attitude, opinion and behavior.
Structured interview and Questionnaire would be in use as
sample survey test instruments, to a selected sample of the
study population.
Secondary data refers to data/information which are already
generated and collected by other individuals or groups, usually
in the form of books, periodicals and reports, used by the
researcher as reference materials.
In this research study, the se(:ondary data would be sourced
from Textbooks, Periodicals, Reports and Lecture notes. These
- a a t4 would be sourced from researcher's own books, libraries,
. . Internet websites and organization's resource centers. These
would be the basis of the Literature Review.
3.2 SAMPLE SIZE DETERMINATION
Population refers to the set of units of observation in a
statistical study (Ewurum, 2003: p.5), he also identifies sample
as the portion of the population for study or observation. In
this research study, two sets of population would be utilized.
The first population comprises of a pharmaceutical company
in Lagos state (Emzor Pharmaceutical Industries Plc).
The second population refers to the general public within
Lagos in Lagos state.
A stratified probability sampling method would be used to
determine the sample size of the population for study.
In the first population, each organization would be divided . . ' . a into three 'broad groups based on staff position, i.e. senior
management level, middle and lower management level. Two
persons would be' selected from senior management level and
one person each from the middle and lower management level
by random sample for the interview.
In the second population, the representative part of the
population of 200 people, were drawn from the population
consuming pharmaceutical products in Lagos state. In the
sampling procedure, Lagos was divided into four zones
considering their population characteristics. The four zones
and their distribution are as follows:
University of Lagos ... . . . . . . . . . . . . .50
Mushin.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50
Victoria Island.. . . . . . . . . . . . . . . . . . . .50
Satellite and Festac town.. . . . .50
The choice of University of Lagos was to portray the behavior
of students towards advertising. It was believed that a lot of
influence exists on the decision of students in a choice
situation. Moreover, most of them still depend on their
parents and guardians for income.
Victoria Island was chosen to reflect the effect of advertising
on consumers of high income class taste while Mushin
represents a densely populated area where people with low
income live. Within the masses are some illiterates, they have
different value system but buy from the same market with
literate consumers. The idea was to find out how they react to
advertisements. Satellite and Festac towns where chosen to
cover the different categories of people that live there, because
these areas habour different mix or income class of people.
The idea was to find out how they also react to advertisement. b
3.3 THE RESEARCH INSTRUMENT
. . Questionnaire and Interview shall be used as test instruments . j _ . ) *
' 6
to the selected sample populations, in the researcher's
attempt to evaluate the effect of advertising on consumer
preference (using Emzor Pharmaceutical Industry as a case
study).
3.3.1 Interview.....Interview would be used to obtain
information and facts required for better understanding of the
research problems and verification/ testing of the research
hypothesis. The selected sample of the first population
comprising Emzor Pharmaceutical Industries staff numbering
fifteen shall be interviewed. A pre-determined list of questions
designed to elicit information from the interviewee would be
used in conducting the scheduled interviews. The interview
question scheduled is attached as an appendix.
3.3.2 Questionnaire.. . .A 22 item questionnaire made up of b
three sections would be distributed to respondents
from the study sample, to obtain information
. 4 , .coxkerning the research topic and specifically their ' f4
opinion and view of the effect of advertising on
consumer preferences in pharmaceutical industries in
Lagos State (using Emzor Pharmaceutical Industry as
a case study). Section A contains demography related
questions about respondents, section B contains
consumers brand awareness and usage, section C
contains advertising effectiveness. Others will include
questionnaire on Staff Bio-data, and Staff
advertisement activities.
The questions, ranges from open-ended, close-ended to
multiple choice type questions.
3.3.3 Validation of Research Instrument (Pre-Testing)
To ensure the reliability and validity of the test instruments
(Questionnaire and Interview Question list), the initial drafts
' .. . * would be pre-tested and modified thereafter before n
. . administering the study sample of the population.
3.3.4 Questionnaire Distribution and Interview conduct
The questionnaires were distributed to respondent in the
determined sample areas and collated by marketing
canvassers working with the researcher.
The researcher conducted interviews with the randomly
selected interviewees based on appointments secured for the
interview. The organization fo: .;tudy was taken in one day,
though appointments were rescheduled severally. The
interview lasted for an average period of 40 minutes over all.
3.4 Response Rate
A total of five interviews :irere scheduled and the five
interviews were held. This represents a 3.00 percent response
rate.
. (* . ~owevgr, in questionnaire administration, 200 questionnaires
were administered, 50 in each of the areas. In University of
Lagos area, 48 were returned, mushin area returned 40,
Victoria Island returned 45 while Satellite and Festac towns b
returned 50 of the questionnaires.
70
Table 3.1 Distribution of Questionnaire Response Rate
Number Area of Distribution
Distributed
I Mushin 1 50 1 40
Number
Returned
University of Lagos
Victoria Island 50 45
.. . . . \ T O T . . @ . , i 2 0 0 b 9
. . TOTAL
Source: Field Survey, 2006
50
Percentage
Of return
48
In Total, 9 1.5 percent response rate was achieved.
3.5 Method of Data Analysis
The data generated from the sample survey would be
presented and analyzed using simple descriptive and
inferential statistical tools like tables, percentages and
frequencies. b
The descriptive statistics would be used to summarize the
collated data/result from the survey and present in tables for
easy and proper understanding.
_ . Inferential statistical tool like 2-table would be used to estimate
the characteristics of the study population based on the sample
results.
REFERENCES
Ewurum, (2003), Lecture note, , Analytical
Techniques in Business.
Nwosu, I, E. (2000), Effective Media Writing, Mass
Media.
Advertising, PR, Promotions.
Enugu: Precision Printers &
Publishers.
Olakunori, O.K, (2000), Success_fiLE Research: Theory & b
Practice, . n 4
6 9 . Enugu: Computer Edge Publishers.
CHAPTER FOUR
' *. . a DATA PR=ENTATION AND ANALYSIS ' t+
. . 4.0 DATA PRESENTATION
The results and data from the field survey have been edited,
coded and categorized in relevant order of questions of the
study and the research hypothesis.
The questionnaire data have been presented in tabular forms
below for easy understanding of relationships between
variabl'es being studied, while the interview findings are also
presented and analyzed.
4.1 QUESTIONNAIRE DATA
Section one of the questionnaire was designed to elicit the
demographic profile of the respondents.
These include questions that bother on location, age, sex,
academic qualification and marital status. The responses are
shown in the tables below: &
Table 4.1.2: Distribution of Respondents by Location
Source: Field survey, 2006
TOTAL
Table 4.1.2 above shows that 48 (26.2%) of the respondents are
Percentage (%)
26.2
2 1.9
24.6
27.3
Respondents ' '
University of Lagos
Mushin
Victoria Island
Satellite and Festac town
located in the University of Lagos, 40 (21.9%) are located in
Frequency
48
40
45
50
183
Mushin area of Lagos, 45 (24.6%) are located in Victoria Island
100
of Lagos while 50 (27.3%) are drawn from Satellite and Festac
town of Lagos.
Table 4.1.3: Distribution of Respondents by Age
Respondents (years)
Below 20
31- 40
4 1. and above
Total
Frequency
40
Percentage (%)
2 1.9
. s) 4
FI Source: field survey, 2006
53
30
183
28.9
16.4
100
Table 4.1.3 above shows that 40 (2 1.9%) of the respondents are
below 20 years, 60 (32.80/0) are in the age bracket of 21-30, 53
(28.9%) are between the ages 31-40 while 30 (16.4%) are 41
years and above.
Table 4.1.4: Distribution of Respondents by Sex
Respondents (Sex) / Frequency I Percentage (%) 1 I Males I 88 I 48 I Females 95 52 Total 183 100 Source: Field survey, 2006
From table 4.1.4 above, 88 (48%) of the respondents are
Males, while 95 (52%) of the respondents are females.
Table 4.1.5: Distribution of Respondents by Marital status
I Respondents I Frequencies I Percentage (%) I
I Single . 1 75 1 41
1 Widowed, , . 7 3.8 . , .
Married
Divorced
. . Source: Field survey, 2006
90
11
"
Table 4.1.5 shows that 75 (41%) of the respondents are single,
49.2
6
90 '(49.2%) are married, 1 1 (6%) are divorced while 7 (3.8%) of
TOTAL
the respondents are widowed.
183 100
Table 4.1.6: Distribution of Respondents by Highest Academic Qualification.
Respondents Possessing I Frequency 1 Percentage (O/O)
L
Primary Certificate &Below -
Secondary School Certificate
-
First Degree Certificate
I I I
Source: Field survey, 2006
0
23
Masters Degree & Above
From the analysis of the above tables, the following conclusions
about the respondent's demographic profile can be tentatively
made thus:
12.6
75
They were located at either, University of Lagos,
41
85
Mushin, ,Victoria Island or Satellite and Festac towns
46.4
in Lagos metropolis in Lagos State.
41 percent (75) of the respondents were married, 49.2
percent (90) were single, 6 percent (11) are divorced,
while 3.8 percent (7) of the respondents are widowed.
The table also showed that 2 1.9 percent
(40) of the respondents are in the age range of below
20 years, while 48 percent (88) were male and 52
percent (95) were female.
(c) 46.4 percent (85) of the respondents have masters
degree and above, 41 percent (75) of the respondents
have first degree certificates, 12.6 percent (23) have
secondary school certificates while none of the
, Respondents, have primary school certificate or
below.
This demography of the respondents shows the tendency that
the respondents are mature and literate hence are capable of
discerning the contents of the questionnaire and have the
ability to give unbiased opinions and views in response to the
posed questions.
Section two of the questionnaire attempts to elicit the opinion
of the respondents on brand awareness and usage, section
tlhee deals on advertising effectiveness of Emzor
Pharmaceutical brands.
I I
The response pattern to the various questions, are presented
below:
Table 4.1.7: Distribution of respondents awareness about
listed Emzor Brands:
Brand name
Emzor . p,aracetamol
Em-B-Plex .
Emgyl
Em-Vit C
Emzoquine
Sulphadimidine
Promethazine
Emzoron
Emcillin
Emtrim
Emzolyn
Ferrous Gluconate
Diazepam
Indomethazine
Frequency of response
183
50
110
130
5
0
0
120
120
55
100
0
0
0
Percentage (%)
Table 4.7, shows the level of awareness of the respondents as
to what brands of Emzor pharma Itd, are within their
knowledge. It further shows that all the 183 (100%) ' .. . 4 .
n respondents 'were aware that Emzor pracetarnol is the brand
product of Emzor pharma, Ltd. The other awareness level are
as indicated on the table above.
The analysis also reveals that all brand products without
the company prefix - Em- were not known by the consumers
to be the company's brands.
Table 4.1.8: Distribution of respondents based on Brand
Usage.
3rand name
Emzor paracetamol
Em-B-Plex
Emgyl
Em-Vit C
Emzoquine
Sulphadimidine
Emzoron
Emqillin
Emtrim
Emzqlyn x '
Ferrous Gluconate
Frequency of response Percentage
(W
- - I Indomethazine 10 l o I 1 I
Source: Field survey, 2006
Table 4.8 shows the level of usage of the various brands
of Emzor Phama, Ltd. It shows that of all the 138 (100%
respondents, 175(95.6%) use Emzor paracetamol. Also 170
(92.9%) use Em-Vit - C. Others are Emzoron 60 (32.89'0)~
Emgyl 15 (8.2%), Emzogine 5 (10%) Em-B-plex 15 (8.2%),
Emcillin 65 (35.5%), Emtrim 58 (3 1.7%) Emzolyn 100 (54.6%),
Ferrous Gluconate 5(2.7%), while sulphadimine,
promethazine, Diazepam and Indomethazine respectively did
not record any usage by the respondents. It does appear that
the awareness of the brand and usage has to do with the
brand names being identifiable with Emzor pharmaceutical
industry Ltd.
80
Table 4.1.9: Distribution of respondents based on Reason
for use of brands.
Reason for usage
On prescription
When advertised
/ symptom manifest
L
Source: Field survey,
Frequency of response Percentage (%)
.~
This table indicates the reasons why the respondents use
their choice brands. The table further show that in 13 (7.1%)
instances the respondents use the brands as a matter of
routine, in 100 (54.6%) instances, the brands were used on
prescripti& while another 70 (38.3%) instances the brands
were used when advertised symptoms manifest. The outcome
implies' that more of the consumers use the brands on
prescriptions and when symptoms manifest as a result of
advertisement. The company therefore, should concentrate its b
marketing activities on retailing and advertisements.
Table 4.1.10: Respondents distribution based on the source and medium from which the respondents became aware of the brand.
I J Source: Field survey, 2006
Percentage 1 Medium/ source
Radio
Newspaper/magazines
Bill board
Other
Table 4.10 shows that 110 (60%) of the respondents
Frequency of
became aware of the brands they use through television while
183
50
40
-
4 183 ,(100Y0) became aware through radio. The table further 0
shows that 50 (27%) respondents also became aware of the . .
brands they use through news papers/magazines and 40
100
27
2 1.9
-
(21.9%) were aware through billboards. Therefore, television
and radio were the most effective media for brand awareness to
the consumers. b
Table 4.1.11: Word of mouth recommendation of brands
. . Emzor Pharma brands recommended to them by friends while
others 128 (70%) did not get such recommendations from
Percentage (%)
30
70
100
- Yes/No
Yes
No
Total
friends. It was however observed that majority of the
Source: Field survey, 2006 . d
. . Table '4.11: shows that of the 183 respondents, 55 (30%) had
Frequency of response
55
128
183
respondents go for Emzor brands not because they were
recommended to them by anybody, but because they are
effective. Therefore, it is necessary to ensure that brands are
always effective to the consumer.
Table 4.1.12: Reason for preferred Brands
I Effectiveness 1 168 191.8 I I I
Price 1 55 130
Percentage (%) I Proposition
I I
Availability 1 120 165.6
Frequency of response
I Brand popularity 1 20 I I I I Source: Field survey, 2006
Table 4.1.12 shows the different reasons why consumers
preferred particular brand of Emzor. From the table above,
168 (91.8%) of respondents indicated that they use the brand
for their effectiveness, 55 (30%) use the brand because of price.
Another 120 (65.6%) use the brand because of their
. 4
. - avaiiabil'it;, while brand popularity accounted for another 20
" (10.9%) response. Some respondents indicated more than one
reason. However, Effectiveness and availability accounted for
the most reasons. These therefore should be the primary focus
of marketing activities of the company's brands.
Section three of the questionnaire attempts to find the opinion
of the respondents on the effects of advertising on consumer
buying behavior or preferences.
The response pattern to the various questions are presented
below:
Table 4.1.13: Distribution of respondents based on if Advertising Persuades them to buy Emzor Brands of products.
I Yes/NO I Frequency of response I Percentage (%) I Yes
No
( TOTAL
Indifference
I I I _1
Source: Field survey, 2006
100
70
The response from table 4.13 above indicates that 100 (54.6%)
54.6
38.3
13
of the respondents claim to have been persuaded by . d
" adveitisement to buy Emzor brands of products, 70 (38.3%) of
7.1
the respondents were not persuaded by advertisement while 13
(7.1%) of the respondents were indifference, hence did not tick
any option.
Table 4.1.14:
1 Yes
I Indifference
Opinion of respondents on whether Advertising is deceptive.
Frequency of response 1 Percentage (%) 1
Source: Field survey, 2006
According to table 4.1.14 above, 80 (43.7%) of the respondents
claim that advertisement is deceptive, 65 (35.5%) of the
respondents were of the opinion that advertisement is not
deceptive while 38 (20.8%) were indifference. It can be deduced
therefore from the analysis above that advertisement could be
deceptive. Hence, marketing executives and advertising
practitioners should ensure that advertisement are more
realistic or reflects the facts about the product. .
Table 4.1.15: I s advertisement run every day continuous?
YESIN0
Source: Field survey, 2006
Yes
No
Indifference
TOTAL
b
From table 4.1.15 above, 140 (76.5%) of the respondents
Frequency of response
attested that advertising run every day is continuous, 40
Percentage (O/O)
140
40
3
183
76.5
21.9
1.6
100
(2 1.9%) of the respondents disagreed to that. While 3 (1.6%) of
the respondents were indifference. However, it can be deduced
that, advertising run every day is a continuous one.
Management should therefore ensure that it is in line with
advertising budget and program, this is with a view to
minimizing waste.
Table 4.1.16: Continuous advertising persuades you
to try Emzor products (brands)
Source: Field survey, 2006
The table above shows that 110 (60%) of the respondents
' . a
. .
agreed that continuous advertising can persuade them to try
Emzor brands of products. However, 65 (36%) of the 6
respondents disagreed with the statement. While 8 (4%) of the
YES/NO
Yes
No
Indifference
TOTAL
respondents were indifference about it. However, continuous
advertising can actually persuade customers to try a product.
Frequency of response
,110
65
8
183
Percentage (%)
60
36
4
100
Table 4.1.17: Continuous advertising is a waste of resources
1 Yes 1 33 1 l8 I Percentage(%) YESIN0
Source: Field survey, 2006
Frequency of respondents
No
Indifference
TOTAL
. . What the above table reflects is that continuous advertising is
not a waste of resources. This assertion was attested to by 150
150
-
183
(82%) of the respondents, 33 (18%) of the respondents were
negative to the assertion. While non of the respondents was
82
-
100
positive or negative.
However, continuous advertising may actually not be a waste of
resources provided the advertising practitioners or managers
are prudent in the management and use of advertising budget.
Table 4.1.18: Continuous Advertising encourages
Yes
No '
Indifference
TOTAL
brand loyalty
Frequency of response 1 Percentage ( O h )
Source: Field survey, 2006
The table 4.1.18 above shows that 130 (71%) of the
respondents agreed with the notion that continuous advertising
encourages brand loyalty, 48 (26%) disagreed with the
statement. While 5 (3%) of the respondents were indifference.
From the analysis in the table above, it can be deduced that
continuous advertising, indeed encourages brand loyalty.
4.2 Data Analysis of section two of the questionnaire
In tentative analysis of section two of the questionnaire which
t&ds to elicit the respondents opinion / view on the effect of
advertising on consumer preferences using Emzor
pharmaceutical products as a case study in Lagos State.
The following can be deduced from the tables presented above:
- The Respondents exhibits high knowledge of
various brands of Emzor pharmaceutical products as . a *
n table 4.1.7 indicates.
. . - Table 4.1.8 confirms the popularity of Emzor
Paracetamol among other brands, hence it is the most
used of all the brands. While table 4.1.9 attested that
most of the respondents use Emzor brands of products
on prescription.
- Table 4.1.10 confirms also the popularity of radio
among other medium of communication as all the
respondents indicate having heard the message
through radio.
- Majority of the respondents are of the opinion that
they prefer Emzor brands of products due to its
effectiveness, while another majority were persuaded
to buy Emzor brands by advertisement.
This is an indication that advertising can indeed b
influence consumers positively in their preferences.
- Very good number of the respondents indicate that
. * 9 0 * ' n
advertising run every day is continuous and it
persuade them to try the product.
- Despite their positive assertion to most of the
questions posed the respondents, some still insists
that advertising is deceptive. The researcher however,
observed here that this notion can change if
advertisement should be more realistic or reflect the
facts about the products.
- Table 4.1.17, indicate that majority of the respondents
Testifies that continuous advertising is not a waste of
Resources and a good advantage being that it
encourages brand loyalty.
4.3 Interview Data Presentation
This study was designed to determine the level of involvement
of management staff of Emzor pharmaceutical company in
marketing programs in the focus area- Lagos State.
It also desires to find out the level of involvement of marketing . 4
b .
' (?( professionals in the management of Emzor pharmaceutical . .
products especially as it concerns an element of promotional
mix (advertising) and its effects.
The findings' from the interview conducted by the researcher
are presented below:
Table 4.1.19: ~istribution of Interviewee by Position Held
I TOTAL
Senior management
Middle management
Junior management
Source: Field survey, 2006
Percentage(%) Position
The table above shows that 40% (2) of the interviewees hold
senior management positions in the organization, 2 (40%)
occupy middle management positions while 1 (20%) belongs to
the junior management staff. The profiles show however, the
Frequency of response
2
2
1
tendency that interviewees have the capacity to answer
40
40
20
'
" que$ionS p&ed to them about their organization without bias. ' h
Table 4.1.20: Distribution of Interviewees by whether the organization is of international or local origin.
Source: Field survey, 2006
Percentage(%) Proposition
Local
International
' "Froma the ,table above, it can be concluded that the ' R
Frequency of response
pharmaceutical company being studied is of local origin. This is
5
-
also in line with Federal Government Campaign for
100
-
Indigenization of products that will still be of International
standard.
Table 4.1.2 1: Distribution of Interviewees by the Number of key managers with marketing Qualifications in the organization.
Organization
Emzor
Industries Ltd
Management
Staff strength
No of Staff
with
marketing
qualification
Percentage (%)
Source: Field survey, 2006
From the table above, the interviewees indicated that 2 (40%) of
the management staff has marketing qualifications.
Theoretically, this is an indication that marketing professionals
are involved in the management of Ernzor pharmaceutical
products, with regard to marketing.
. . 4.3 TESTING OF RESEARCH HYPOTHESIS
HYPOTHESIS 1
Ho: Advertising does not Persuade you to buy Emzor
Pharmaceutical Industry's Brand of Product.
H 1: Advertising Persuades you to buy Emzor
Pharmaceutical Industry's Brand of Product.
Question 16 from the questionnaire was used to gather data to
test for this research hypothesis.
The response is as presented on the table below:
Respondents distribution based on if Advertising Persuades
you to buy Emzor Brand of product.
Propositions
Indifference (""_ TOTAL . .
' R
Frequency of Response Percentage(OI0)
d Source: Field survey, 2006
Stating the hypothesis in proportional terms,
At 95% level of confidence limit =Ct=0.05
a= 0.05 :. Za = 1.645= Table Value
For the calculated value, using
n
Where P" = Sample proportion i.e. no of success in sample
Sample size
Hypothesize proportion
Sample size
normal distribution
Decision Rule:
Reject Null hypothesis (Ho) if the calculated value is greater
. a than the, table value, otherwise, accept Ho.
*.
Decision:
Since calculated value Z = 35.38 > table value ZCt = 1.64,
b
i reject Ho.
Conclusion: It is concluded therefore that Advertising has been
able to persuade consumers to buy Emzor Pharmaceutical
Brand of Product.
HYPOTHESIS 2
Ho: Continuous Advertising is not a waste of Resources
H 1 : Continuous Advertising is a waste of resources
Question 19 from the questionnaire was used to gather data to
test this research hypothesis.
The response is as presented on the table below:
. b Respondents
Advertising is . .
distribution based on whether Continuous
a waste of Resources.
YES/ NO
Yes
No
Source: Field survey, 2006
Frequency of response
Indifference
TOTAL
Percentage(%)
33
150
18
82
-
183
-
100
Stating the hypothesis in proportional terms,
Ho: P z 0.5
At 95% level of confidence limit= a 0.05
a = 0.05, :. Z a =1.645=table value
' . a , . * ' R
For the calculated value, using
P' -P
n
Where P' = Sample proportion i.e. no of success in sample
Sample size
P = Hypothesize proportion
N = Sample size
Z = normal distribution
Decision Rule:
Reject Null hypothesis (Ho) if the calculated value is greater
than the table value, or accept H1 if the table value is greater
than the' calculated value.
Decision :
Since Table value Za = 1.645 > calculated value Z= -246.15,
b
I reject Ho.
. . Conclusion: It is concluded therefore that Advertising is not a
waste of resources. Hence, it should be given adequate
attention.
CHAPTER FIVE
SUMMARY O F FINDINGS, DISCUSSIONS, CONCLUSIONS
AND RECOMMENDATIONS
5.1 Introduction:
This study has been carried out to determine the effectiveness
of advertising to consumer preference / buying behavior,
especially as it concerns brands of products of Emzor
pharmaceutical industries L .t d. the outcome of the research
findings indicate that the research questions were thoroughly
answered while suggestions for further studies were provided
for future studies.
5.2. Summary of Research Findings
The information obtained from the primary data was derived
from the respondents' answers to the questionnaires. The
summary of findings of the study of effectiveness of Advertising
b
on consumer preferencelbehavior in the Nigerian
. d
@ ~hainiacehtical industry, with specific study on Emzor
-. pharmaceutical industries limited, are a s follows:
1. The study revealed that, advertisement that are properly
packaged, will persuade consumers to try that particular
product. More so, the advert must equally be run
continuously in order to elicit such curiosity that will
motivate consumers to try the product. However, the
respondents agree that they use advertisement as a
criterion for deciding on the type of product or service to
chose from when confronted with many brands.
2. The analysis showed that consumers learn about a
product newly launched into the market through
Television, Radio, Newspapers, Billboards or friends.
They claimed however, that without advertising they
.. ' 5 d
. migllt not be aware of the availability of such a product. *
n
They also agree that advertisement reminds them of
products they have seen but forgotten.
3. The study also indicated that all advert messages are
believed by the consumers. Consequently, majority of the b
respondents considered advertisement not deceptive.
lo3
4. It is also believed that continuous advertisement is not a
waste of resources. It is however, directed to the
particular market segment that needs such a product.
Advertising effectiveness is not only measured by sales
alone, but by communication effect which includes the
impact on consumer's product awareness, attitudes,
W ? T y CF q$CQI: preferences, loyalties etc.
4 - ""ZDAh)tl
In other words, advertising effectiveness is measured in
terms of the advertiser's cost and benefit.
Consumers of Emzor pharma products are more
interested in the quality of its brand of products offerings.
However, price, availability, effectiveness are the major
concerns consumers. Given the above situation,
influence and advertising may not form the bulk of the
basis for final, buying decision by consumers.
Respondents were only aware of Emzor pharma brand
with the prefix - Em - which the consumer associates
with the company and the awareness of course, is created
through advertisement.
Most consumers used the company brands on
prescription or when the advertised symptoms manifest
8. Most consumers used the company brands on
prescription or when the advertised symptoms manifest
9. The brand loyalty is as a result of quality, availability,
effectiveness etc.
10. Most respondents believed that advertising has effect on
consumer brand choice and it portrays the brands as they
are.
11. The study further revealed that consumer's income affects
' . d n ' his/her purchasing power not minding the pressure from
advertisement.
5.3. Discussions
The discussion of the effectiveness of advertising on consumer
buying behavior/preference with reference to Emzor
pharmaceutical industries Ltd would be based on the findings
of this study. This section therefore, will discuss some very
peculiar findings in the study. These are:
- A very high proportion of the respondents were not
aware of some brands of Emzor Pharma. This is most
' probably because the brands do not carry the
company's popular prefix - Em, and marketing
activities especially of advertising
- The media most popular with the respondents are
television and radio. In other words, the respondents become
aware of the brands through television and radio.
However, consumers get to know about one Emzor brand of
product or another through one form of adverting or the other.
But which ever, form it takes for one to be aware of a brand of
product is a form of advertisement.
. . , - ' . . &- .The advertisement of Emzor brands of products is
n
. - conveyed through more than one medium and the exposure
consumers get from such media depends on a number of
factors which includes social status, income, environment
among others.
- The awareness of Emzor brand of products to consumers
is very important to management as well as consumers as it
triggers off a lot of effects which goes through problem
recognition, to information search, and finally into purchase
action.
- The product awareness does not necessarily lead to
b
positive action at all times. Some times, people may be aware
of a product, and yet are not moved into purchase process due
to some reasons but however, such product information is ,
stored in the memory of the person/consumer and would be
recalled when the need arises. . . . a . . & .
* There is need however, for continuous advertising at all stages
. - of product life cycle.
- The awareness of Emzor brand of products to consumers
is very important to management as well as consumers, as it
triggers off a lot of effects which goes through problem
recognition, to information search, and finally into purchase
action.
- The product awareness does not necessarily lead to
positive action at all times. Some times, people may be aware
of a product, and yet are not moved into purchase process due
to some reasons but however, such product information in
stored in the memory of the person/consumer and would be
recalled when the need arises.
There is need however, for continuous advertising at all stages
of product life cycle.
- It is true that an increase in advertisement may not
increase sales volume reciprocally, but a decrease of such
advertisement at any stage will however, have adverse effect on
. . I .. . . the. p,roductin terms of its sales and communication effect.
(*
- Advert managers and practitioners should endeavor at all .'
times to have a proper selection of the right advert message,
which is well segmented and a unique selling proposition used
to differentiate the product/brand among others.
- The company should not embark on advertising alone at
the expense of other promotional mix elements which include:
sales promotion, personal selling, publicity and public
relations.
- Advertisement should be continuous for consumers to
gain better awareness of the product.
- The company should also not rely on "above-the-line"
media advertising, hence "below-the-line" media should serve
as back u p or reminder.
- Timing is of utmost important here. Therefore, in
developing marketing activities, especially advertising,
timing is necessary because, of the choice of time of
b consumers at when they watch television or listen to
radio.
5.4. Conclusion
Based, on the analysis of findings in chapter IV and the
summary of findings already enumerated, it can be deduced
that advertising is an important tool in marketing of consumer
products especially Emzor pharmaceutical products,
The advertising role in disseminating information, persuading
and reminding consumers of the need for a product actually
affects the behavior of consumers.
From the data analysis of this study and the summary of its
findings, its being concluded that advertisement has effect on
consumer behavior in a purchase decision, especially where
there are competing brands.
Some of the ways by which advertising does this is by creating
awareness of the product, highlight the unique features and,
' . a thus persuading the consumers to make a trial purchase.
n
The study further showed that there is a positive effect of
advertising on Emzor brands of products. The brands are
widely accepted by consumers, hence, there is need for h
continuous advertising to reach the target market at all times
with a view to encouraging repeat purchase and brand loyalty.
The brands being advertised must meet and indeed surpass
consumer expectations and needs in terms of quality,
effectiveness and perceived value-added.
However, if the success already achieved by Emzor Pharma in
advertising its products is to be maintained, it must employ the
total integrated marketing communication approach that
possesses the capability of addressing consumer needs in all
spheres.
Ogbechie (1996) defined total integrated marketing
communication as:
A totality of the various forms of communications, that are
employed to promote or project a product or service to its target
audience. This totality is made up of various elements namely
advertising, sales promotion, public relations, events
marketing, field marketing, direct marketing, packaging design, b
. . ,
"markeiing consultancy, consumer research and media buying.
It is therefore important that a well laid out advertising
program be put in place to assist in ensuring that all
promotional mix elements are synchronized and consistently
mkasured against some predetermined expectations.
5.5 Recommendations
From the outcome of the study, the following recommendations
. shall be necessary in improving the effectiveness of advertising
on consumer preference or buying behavior of Emzor
Pharmaceutical customers.
- The media of marketing activities should be streamlined
to ensure that they reach the largest number of
consumers. However, emphasis should be targeted at
consumers in the rural areas who have no access to ' . 4
. , . . 14 television, news papers or even bill-board.
- Advertising budget should be part of the company's
policy and it should be checked in terms of
implementation, due to situations where company
spends more money in media with the least appeal
to the consumer.
- Company and customers feedback mechanism should be
in place to ensure that advertising objectives are achieved.
- In formulating advertising policies, companies must
emphasize the comparative advantage of the product in
.terms of price, quality, benefits, availability, effectiveness
etc. Organization should see the factors above as inputs
into improving their message content.
- Publicity and public relations can be done using shows,
exhibitions, seminars, conferences, contests, sponsorships
of sports programs, donations, etc, to create awareness
about brands of products in terms of new changes in
company's activities and to promote the company's
goodwill.
- It is however, recommended that organization should not
' *. . d
@ embhrIc'on advertising alone at the expense of other
. . promotional mix elements which includes: Sales promotion
personal selling, publicity and public relations.
- The researcher also recommended that advertisement
should be continuous for consumers to gain better
awareness of the product. The company should also not
rely on "above-the-line" media advertising, hence "below-
the-line media should serve as a back up or reminder.
- The researcher recommended on the improvement in
advertisement contents and timing. Timing is of utmost
important here, hence in developing marketing activities,
especially advertising, timing is necessary because of the
choice of time consumsers with regard to when they watch
television or listen to radio.
#. . 4 - . The, researcher further recommended that advertising
.A
should contain message that inform and create awareness . .
in the mind of consumers. Hence, advertising should not
be replete of puffy statements. Puffs should however, be
natural and not as a means of deceiving consumers.
Advertisements should also be aimed at attaining brand
loyalty as it was found out that a lot of consumers change
their brands as a result of price, reference groups, product
availability and taste.
5.6 Suggestions for further study
In this study, an attempt was made to focus on advertising as a
factor which influences consumers behavior with a view to
attaining the purpose of the study.
However, some factors such as price, taste, product availability
and the influence of reference groups have not been adequately b
subjected to analysis.
Therefore, the future research should be carried out on these
factors with a view to understanding their relative degree of
effects on consumer behavior.
BIBLIOGRAPHY
Achumba, (1996), The Dynamics of consumer Behavior, Lagos: Mac Williams Publishers Ltd.
Advertising Practitioners Council of Nigeria (APCON), (1997).
Alexander R. ( 1 990), Marketing Definitions Chicago, American Marketing Association.
Bach G.L (1966), Economics, Englewood Cliff, New Jersey: Prentice hall Inc.
Backman J. (1 96 I), Advertising and Competition, New York: New York University Press
. .
. ' ' ~ a k & M. J (1996), . Marketing: An Introducto y Text, 6 ed. London: Macmilliam Press Ltd.
Boove ,Arens, (1986), Contemporay Advertising, IRWIN INC.
De Fleur M:L. (1966), Theories of Mass Communication, New York: David Mckay Co., Inc.
Engle. (1995) Consumer Behavior, New York: Holt Rinebark and Winston.
Pride,Ferrel( 199 1) Marketing and strategies. London: Houghton Mifflin Company.
Kaldor N.H. (1950-5 I) , "The Economic Aspects of Advertising" The review of Economic Studies, Vol, 18.
b
Kassarjian H.H, Robertson T.S.(1968 - 1973), Perspectives in consumer Behavior, Scott: Foreman Company.
Kotler, P. (1997), Marketing Management: Analysis, Planning, Implementation and
Control, New Jersey: Prentice I-Iall Intl, Inc.
Mathew, Buzzel, Levitt,Frank.(l964),Marketing: An Introductory analysis
New York: McGraw- Hill, European ed.
Nicosia, F.M. (1 966), Consumer Decision Processes: Marketing and Advertising Implicatins, Englewood Cliffs, N . J : Prentice-Hall Inc.
Ogbechie.C,Williams.K. ,Okigbo.C. (1997) ,Advertising in Nigeria: Some Fundamental issues, Lagos: An Amanda Publications.
Osuagwu , Eniola (1 W8), Marketing Management: Principles, Strategies and Cases, 2ed. Lagos: Malthouse press Ltd.
. . Osuagwu , Achumba (1994), Marketing: Fundamentals and . a
(* Practice,U.S.A: A1 marks Educational Research Inc.
Pride , Ferrell (1987), Marketing: Basic Concepts and Decision, 5ed. Boston: Houghton Mifflin Company.
Robinson P. J , Stidsen B. (l967), Personal Selling in a Modem Perspective, Boston- Massachusetts Allyn and Bacon Inc.
b
Sandage, Fryburger.V. (1967), Aduertisingtheoryand Practice,7ed. Homewood:
Richard D. Irwin Inc.
Schultz, Martin, Brown. (l988), Strategic Advertising companies, Williams Brown Lincolnwood: NTC
Winton Fletcher, (1979), Advertising, London: Hodder and Stoughton.
Niel H.Borden, (1982), The Economic effect of Advertising, 2ed.
Irwin Inc, Homewood ill
Harper, M (1995) The role of Advertising: . The contributor of this - . 4 . .
R Article is the President of Marion Harper Associations Inc. U.S.A.
JOURNALS
John Phillip Jones, Advertising Spending: Maintaining Marketing share, (Harvard Business Review, January - Feb. 1990)
Schroer, J . C , Advertising Spending: Growing Marketing share, (Harvard Bus. Rev. Jan . - Feb. 1990)
Smith E.R. Integrating information from Advertising and trials: Processes and effects on consumer Response to product Information. (Journal of Marketing Research Vol. Xxx, May 1993)
Stidesn B. (1970), How much does it pay whom to advertise. b American Economic Review,
papers and proceedings.
APPENDIX A
Dept of Marketing
Faculty of Business Administration
University of Nigeria, Nsukka,
Enugu Campus
Enugu.
. . January, 2006
. Jhe ~ e ~ ~ o n d e n t . ,
_ . Dear Sir/Madam, REQUEST FOR COMPLETION OF QUESTIONNAIRE
I am a post graduate student of University of Nigeria, Enugu
campus, Department of Marketing, Faculty of Business
Administration. I am conducting a research study on THE
EFFECT OF ADVERTISING ON CONSUMER BEHAVIOUR/
PREFERENCE: A STUDY OF EMZOR PHARMACEUTICAL
INDUSTRIES LIMITED.
I will sincerely appreciate your honest opinion and information
as best known to you in response to the questions posed below,
It is strictly for academic purpose and confidentiality is
assured.
Thank you for your time and quick response.
Yours truly,
OGBU BONAVENTURE D.
V .. 8 4 *
'3
QUESTIONNAIRE
. .
SECTION ONE:
Bio-Data/ Demography
Instruction: Please mark " X for that which is applicable to you
1. Sex: (a) Male 0 (b) Female 0
2. Age group: (a) Below 20 years 0 (b) 2 1-30 yrs 0
(c) 31 -40 years (d) 40 and above 0
3. Marital status: (a) Single 0 (b) Married 0
(c) Divorced D (d) Widow/ Widower 0
4. Occupation: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ;. . . . . . . . . . . . . . . . , . . .
5. Educational qualification:
(a) Primary Certificate& Below 0
(b) Secondary school Certificate 1-1
(c) First degree Certificate 0
(d) Masters Degree & Above 1-1
6. Location of resident/ occupation:
a. University of lagos ( ) b. Mushin ( )
c. Victoria Island ( 1
d. Satellite and Festac Towns ( )
SECTION TWO: Brand Awareness & Usage
Instruction: Kindly read through the questions
~ a r e f ~ l ~ l y a h d ' t i c k appropriately (Yes or No) R
7 . Do you take any Emzor Pharmaceutical Products?
(a) Yes 1, (b) No 0
8. Which of these branded products do you know to be
Emzor Pharma products?
(a) Emzor paracetamol 1-1 (b)
(c) Em-B-plex (dl
(g) Em-vit-C 1 1 (h)
(i) Emzoquine 11 b)
(k) Sulphadimidine -, (1) b
(m) Promethazine 0 (n)
Emzoron 1 1
Emcillin
Emtrim ,--, Emzolyn I 1
Ferrous Gluconate -1
Diazepam
Indomethazine
9. Which of these do you use? . I
. . I
m ...................................... (a)
. - (b) ......................................
(d) ....................................... 10. Which do you use most? Please rank your choice?
(a) ................... .. ...............
(b ) .............................. .. ...
11. Will you still use the sa.me products of Emzor pharma
without the brand names? (a) Yes 0
(b) No 0 (c) Indifferent 0
12. How do you take the brands?
(a) Routine 0 (b) On prescription 0
(b)' When advertised symptoms manifest 0
13. By what mediumlmedia did you get to know about these
brands? (a) Television 1-1 (b) Radio 0
(c) News papers/Magazines 0
(d) Bill boards 1-1
14. Did friends recommend these brands to you at any time?
(a) Yes 0 (b) No 0
15. Why do you prefer your favorite Emzor brand?
(a) Effectiveness -1 (b) P r i c e ~ l
(c) Availability 0 (d) Brand popularity 0
SECTION THREE: Advert Effectiveness
Instruction: Please tick appropriately, haven't read carefully.
16. Have you seen adverts of Emzor products before?
17. Advertising persuades you to purchase Emzor brands.
18. Every message an advert communicates is always , believed.
S
(a) Yes 0 (b) No 0
19. I s Advertisement run every day continuous ?
. 8 (a) . Yes 0 (b) No 0
4
20. Continuous adverting persuades you to try Emzor products.
(a) Yes 0 (b) No 0
2 1. Continuous adverting is waste of resources
(a) Yes 0 (b) No' 0
22. Continuous adverting encourages brand loyalty.
APPENDIX B
INTERVIEW SCHEDULE
................................................... 1. Organization's Name
2. Interviewee's position/ Rank.. ......................................
3. Organization's ownership structure: a. Private ( )
b. Government ( )
Bio- Data of staff.
Instruction: Please mark "X" for that which is applicable to
you. . a I
' * 4. Sex 0
. . 5. Age group 11
6. Marital status 1-1
7. Educational qualification 0
b
8. How long have you been a staff of Emzor pharma?
(a) Below lyrs 0 (b) 1 -2 yrs 0
(c) 3 -5yrs 0 (d) Above 5yrs 0
9. Department:
(a) Production 0 (b) Marketing 0
(c) Sales 0 (d) Finance/Accounts 11
Staff Advert Activities:
10. Through which media do you advertise your product and
services?
. . ' ' "1 1. 'which of these is used consistently and why ' 4
. . (a) ............................................
(b) .............. : ............................
( c ) .............................................
( d ) ............................................
(e) .......................... .. ............
12. How do consumers react to your advertisements?
(a) Positively T I (b) Negatively T I
13. To what extent has advertisement increased your sales?
14. Does advertising help sustain increased sales? 4
15. Has continuous advertising helped you to retain and
acquire new customer?
16. How many branded products does your company have?
(a) Below5 1-1 (b) 6-10 0
(c) 11-15 11 (d) Above 15 - 17. Which of these brands have been marketed in the last 2-5
years? . .
. 9
a . * (a)' ' Emzor paracetamol -1 (b) Emzoron 1-1
. . (c) Em-B-plex 11 (d) Emcillin 11
(el 0 (f) Emtrim 0
(g) Em-vit-C 0 (h) Emzolyn 0
(i) Emzoquine -1 Cj) Ferrous Gluconate -1
(k) Sulphadimidine -1 (1) Diazepam 0
(m) Promethazine g_3 (n) Indomethazine 11 '
18. What is the percentage of cost incurred in advertising,
(Distribution of Advert cost) through different media?
b
(c) Print 0 (d) Bill boards 0
19. Has there been changes in percentage in the last 5 yrs?
(a) Yes a (b) No D
20. How does the increase in Advertising budget affect sales
volume?
(a) Positively 0 (b) Negatively 0
(c) Indifference -1
21. Does the company have a feedback system in its
advertising activities? =(a) Yes I NO
22. If yes which of these is the most used for feedback?
(a) Suggestion box D
(b) Questionnaire to distributors 0
(c) Interview of retailers by sales Representatives 0