ejss_16_03_02

European Journal of Social Sciences – Volume 16, Number 3 (2010)

332

The Effects of Television Advertisement on the Behavior of

Caned Food Consumer in Small Industries

Fathi All-Share

Marketing Department, Jadara University Irbid , Jordan

E-mail: [email protected]

Marwan Al Salaimeh Marketing Department, Jadara University Irbid , Jordan

E-mail: [email protected]

Abstract

In this study, we found that there was a relationship between television advertisements and

increasing the caned food demand .With about 76% agreements on these relations of the

total responses. There is a relationship between television ad. And increasing the price of

caned food. With about 84% agreement on these relations of total responses.

We found that there is a relationship between television ads. And acquiring people

new patterns of consuming caned food. With about 84% agreement on these relations of

total responses.

There is a relationship between television advertisement and changing the consumer

attitude towards can food. With about 74% agreements on these relations of total

responses.

That means the television advertising play an important role on changing consumer

behavior and attitudes and gave consumers new patterns about caned foods.

Keywords: Marketing the products, marketing operations, advertisement companies,

strategic elements, consumer behavior, degree of satisfaction.

Introduction An advertisement plays a vital role in the marketing of products as it provides a buying power for

various product operations by affecting the behavior of consumers Different media have been used for

marketing the products such as news papers, magazines and radio hang numbers of products Lead to

search for a resalable and effective media for the marketing of products.

Television however occupies an important place of products due to its extensive spread

worldwide in general and in Jordan in particular.

In addition, television plays an important role on changing the consumer behavior and also

provides new patterns for consuming caned food.

Because marketing is the important issue in the various product operations.

Therefore, marketing operations needs an effective way to affectionate the marketing operation.

The common uses of television in my area offer effective and realistic ways for the marketing of caned

food products.

Many factors may affect the television advertising operation such as the time of advertisement

and the way by which the television adv.Is shown.

Therefore, it's an important issue to choose the proper time and show of television

advertisement.


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Problem of the Study

Scientific evidence indicates that the consumer's consumption was affected of his exposure for

different media.

Television spread world wide general and in Jordan in particular.

Consumers behavior and also provides new patterns for consuming Caned food.

It is known that since Consumer acceptance is influenced by awareness companies marketing

functional products would require more market knowledge on how to promote it.

The purpose of the study in light of the a going population and the higher of prices in Jordan

Consumers are in creasing looking for cared food and to determine the degree of satisfaction of my

area people about the effect of T.V advertising . On consumer behavior and acquire. Consumer's new

pattern for caned food.

Objectives of the Study The purpose of this study is to examine activities and to achieve the following specific objectives to:

1. Find out if the advertisement companies in Jordan have strategic elements of advertisement such

as product, consumer, media and the idea of advertisement.

2. Determine the degree of satisfaction of my area people about the effects of television

advertisement.

3. Find out the effects of television advertisement on the consumer behavior in my area.

4. Find out if the television advertisement affects the price of caned food products, which may

decreases the rate of its marketing.

5. Find out if the television advertisement able is to acquire consumer new pattern for caned food.

Importance of the Study T.V advertising playing a main role in demonstrating and introducing the features and characteristic of

goods and services to give the consumer more information about the product to make it easy to select

the best according to their prefences.

Hypothesis of the Study 1. There is a relationship between television advertisement and the increasing the caned food

demand.

2. There is a relationship between television advertisements and the rise of price of caned food.

3. There is a relationship between television advertisement and acquisition of people new patterns

of consuming caned food.

4. There is a relationship between television advertisement the change of the consumers attitude

towards caned food.

Methodology of the Study and the Source of Data Method of Collecting Data

1. Primary data:-

Primary data were collected by questionnaire, which contained 15 questions relating to the

hypotheses of the study.

2. Secondary data:-

Data were collected form references, books, journals, and articles.

3. Universe of the study:-


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The center of Irbed city.

4. Size of the sample:-

One hundred families from Irbed city were selected randomly to be included in this study. The

questionnaire was distributed to those consumers.

Television Advertising

Television advertising is considered an important means of multi – media in the world which give

special importance for different interviewers. So; TV advertising differentiates over other media. It

allows producers to make promotion farther product and make them known for a lot of consumers

through voice and picture. But we must notice that TV advertising is more effective but more costly

when compared with other multi – media.

Functions of advertising

There are many Functions which TV advertising serves:

1. It creates cart demand for the goods and services, especially caned foods for specific

groups of people in the local market .

2. Advertising creates competition between producers and distributors.

3. Advertising educates consumers by giving them more information about different goods

and services available in the market. So; through advertising consumer can satisfy their

wants and needs, with less time effort and cost.

4. Advising. Help the producers to demonstrate their product to potential consumers.

5. Advising. tries to change consumer attitudes towards the product.

The Strategic Components of Television Advertisement Television advertisement is a non-personal method for information delivery. It must be persuasive and

low cost The main components of Television advertisement are: product, consumer, way of

advertisement and idea of advertisement.

1. Product

To determine the idea of an announced product, the advertising company studies the composition of

the product compared with other compete products to show the competing advantage for the new

product. In addition, the advertising company may try to keep a good picture in the mind of the

consumer for the product when does not financially compete with other products. Because the

consumer is free to select his needs and enjoyment , it is very important to give a good picture of the

product to the mind of the consumer and agree with has enjoy meat and attitude that push and

encourage him to watch and pay attention for the Television advertisement .

The quality and purchasing rate of products may determine the balance for advertisement and

consequently affect the show time of Television advertisement and its rate of frequency. The life cycle

of the product in the market affects the final goal of advantage. When the product is new , the aim of

advertisement is to increase the demand of the new product though encouraging the consumer to try the

new product. Where as when the product already known by the consumer, the Television

advertisement aims to increase the demand of product and the number of consumers. When the demand

on the product decrease, the Television advertisement aims to increase the demand rate of product for a

long time. There fore; the Television advertisement plays an important role in recognition and

persuasion of consumer for the product during its different period of life in the market.


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2. Targeted Audience

The targeted audiences defined as the people addressed by Television advertisement .Since Television

adv. is a communication process, the targeted audiences are the receivers of the advertisement for the

advertising company, There fore the demographical, psychological and social signs of the Television

adv. form the base for understanding the communication process and persuasion that the advertising

company must be differentiating between the targeted audience and the target market segment. The

targeted market segments of consumers are the possible consumers targeted by the components of

marketing mixture under the general strategical marketing, whereas the targeted audiences are a small

homogenous and partial groups form the target market segment targeted by the strategical component

of Television advertisement.

3. Television as Media of a Advertising

Media advertisement is the way used to deliver the advertisement from the advertising company to

targeted audience. There are different types of advertising media like radio, Television, cinema,

magazine, newspaper, fax and the internet. To evaluate the best advertising media, we must answer the

following questions:

i. Where should we advertise (or which advertising media must be used)?

ii. What is the rate of keeping watch of the advertisement by the targeted audience (frequency,

accepting and continuing of show rate) .

Television has been selected to be an advertising medium because it is the most common use

and can reach a high rate on the audience in a short time, and also high rate of effective show

frequency for the most targeted audience.

Television also able to keep the audience attention during show time of advertisement.

4. Idea of Advertisement

The idea of advertisement is its base and it is made to stimulate the attention of audience in towered of

the target that already determined by the advertising company. There are various names for the

advertising idea in English language such as the appeal , the theme, the idea , the unique selling

proposition ( USP ) the creative approach , and the message . However , there are two types of

advertisement idea :

A Fundamental advertisement :

This depend, on showing the personal benefit of television advertisement and also explains how

the product provide, real benefits already claimed by the producer .

B Emotional advertising idea :

This depends on stimulating the emotion of the targeted audience that encourages them to buy

the product .

The advertising idea must be closely related to ideology of the targeted audience .

While if its not , the targeted audience may ignore it and it wills loss its faithful and persuasive

effects .

Little information is available on the effects of television advertisement on CF products in my

area . Therefore , this study is proposed to determine the effects of television advertisement on the

marketing of C F products in my area .

Literature Review Advertising, sales promotion and public relations are mass- communication tools available to

marketers. There name messages everyone in an audience. The mass communication tools trade off the

advantage of personal selling, the opportunity to tailor a message to each prospect, for the advantage of

reaching many people at a lower cost per person (Etzel et al.,1997).


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Morden(1991) is of the opinion that advertising is used to establish a basic awareness of the

product or service in the mind of the potential customer and to build up knowledge about it.

Study of Elder &Krishna (2009)investigated the effects of advertising copy on sensory thoughts

and perceived taste.

We propose that advertisement(ad) content for food products can affect taste perception by

affecting sensory cognitions. Our results are exhibited across three experiments and have many

implications for cognition and sensory perception research with in consumer behavior.

Ademola (2009) studied the effect of consumers mood on advertising effectiveness. The study

is essentially an experimental study where a between subject deign was employed. The result revealed

that subjects in the induced positive mood group have amore positive attitude and grater intention to try

advertised products when compared with subjects in the induced negative mood group. The suggests

that advertisers should present adverts in a context that elicits happiness.

Bargh&Bownelli(2009)explored the priming effects of television food advertising on eating

behavior. He found that children consumed 45% more when exposed to food advertising when we

watched a cartoon that that contained either food advertising for other product and a snack while

watching.

This study demonstrate the power of food advertising to prime automatic eating behavior and

thus influence far more than brand preference alone on can food. Gupta&Devi(2008)studied It will be

around the impact of TV advertisements on buying pattern of adolescent girls. He found that the

advertisement played a vital role in introducing anew product in the family list and making better

choice during shopping. The girls utilized pocket money received every month for shopping. The

adolescent girl is influenced by T.V advertisement when he purchases clothing they were guided by

fashion, friend and boutiques. The respondents preferred to buy branded and standardized product

which are more advertised on television. Hoek &Gendall (2006)studied concern advertising and

obesity: A behavioral perspective. The study it observed the levels of obesity in the western countries

has grown, and the researchers forecast a rapid growth in the medical care that a progressively more

obese population will require .Policy makers have examined the factors contributing to this problem,

he found advertising that promotes high fat and high sugar products to children has come under

increasing secreting. This reasoning over looks the role advertising plays in the reinforcing and

normalizing behavior, however, and it assumes that only that only direct link merit regulatory

attention. This study presents an alternative analysis of how marketing con tributes to obesity and uses

behavior modification theory to analyses the fast-food industry's promotions. Enwalled, et al

(2005).The influence of advertising on consumer brand preference.

Re examined the role played by advertising influencing consumers preference for Bourn vita

which is one of lading food drinks in the food and Beverage industry in Nigeria. Results revealed that

both male and female and different age groups were equally. Dillon ,et al.(1997).

Investigated the factors affecting the consumer behavior. Of durable good and foot items. The

sample consisted 150 females 75 from rural and the anther 75 urban are as from.

The information about this study pointed the rural respondents given the advertisement through

radio primary importance and the other media like posters and magazines were least affected, where as

the urban respondents were affected more by television and magazines.

Various studies have been conducted on the effects of television advertisement on the

marketing operations and consumer behavior.

Carolyn (1995 ) studied the cultural differences in message strategies in the USA and Japan, he

found that the USA television commercial contained informational cues and comparative advertising

compared with the Japan consumer.

Muneer (1995 )Studied the social and economical effects of advertisement on the Saudi

consumer . he found that the advertisement provides the knowledge about new products and it helps

them select the best products .


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However , some of the study sample indicated an adverse effect of the television advertisement

through encouraging the consumer to buy unneeded products .

Mickel ( 1990 )Studied the effects of commercial television on Iraqi consumer . The found that

their television advertisement offer knowledge about the advertising company and their products .Is

addition , the show time and quality of the advertisement affect, directly the consumer behavior .

Analyses of data and Discussion We select the center of Arbid city , and distributed 100 questions for families who live in this area , and

asking them to answer the questions in the questionnaire .

The variables of the study measured through questionnaire which contain three parts of

questions . the first part of the basic information , and the second classification information , and the

third part identification information .

So we distributed 100 questions for concern people , then the respondent returned back 90 out

of 100 , and then we applied on 90 questionnaire .

We analyses the questionnaire according likert scales , which consist of five answers , strongly

agree , agree neutral , disagree , and strongly disagree .As mentioned in the following table number (1).

H 1: There is a Relationship between Television advertisement and increasing the caned food

demand . From the table no (1) .

Subject S. agree agree neutral Di-agree St. Di. ag

total % Resp 5 Response

Area frequency ratio freque ratio freque ratio freque ratio freque ratio

Do you

think that

the good

design of

T.V adv .

help to

increase the

demand in

can food .

25 28 % 26 29% 21 23 % 15 17 % 3 3 % 90 100 3.6 72

Do you

believe that

the more

frequency

of T.V adv .

increase the

demand in

can food .

30 33.5% 25 28 % 20 22% 10 11% 5 5.5% 90 100 3.6 72

T.V adv .

motivate

people to

buy can

food.

40 44.5% 30 33.5 20 22% 0 0 0 0 90 100 4.2 84

Total 11.4 228

Total

divided by 3

3.8 76

We see that 51 of respondent answered s. agree and agree , an b the total response was 3.6

which equal to 75% to the question number one which refer to the design of TV adv . increase the

demand on can food and 55- answered s. agrees and agrees . and 20 neutral . 10 disagree . and 5 s.

disagree about the question , which refers that , the more frequency of TV adv . increase the demand in

can food .


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The third question of TV adv . 70 of 90 answered s. agree , and agree , and 20 neutral about the

TV adv . motivate consumers .

SO the total responses was 11.4 /3 which equal to 76% of respondent agree that the TV adv .

increase the demand on the can food . so we can say that there is a relation ship between TV . Adv .

and increasing the demand on can food .

H2: There is a Relationship between Television Advertisements and Increasing the price of

Caned food .

From table number (2)

Subject S. agree agree neutral Di-agree St. Di. ag

total % Resp5

Respo

nse

area Freque ratio Freque ratio Freque ratio Freque ratio Freque ratio

Do you think

that the T.V

adv . increase

the price of

can foods.

44 49% 30 33% 16 18% 0 0 0 0 90 100 4.3 86

Do you

believe that

the more

frequency of

T.V adv .

increase the

price of the

can foods

30 33.5% 40 44.5

% 20 22% 0 0 0 0 90 100 4.1 82.2

Total 8.4 168.2

Total divided

2 4.2 84

We see that 74 of respondent answered S. agree and agree ,and 16 of Respondent answered

neutral, the total response was 4.3 which equal to 86% to the question number one which refer to the

T.V adv Increase the price of can food .

And 70- answered S. agree and agree ,and 20 were neutral . a boat the Question which refer ,

the more frequency of T.V . adv Increase the price of can food . SO the total response was 8.4/2 which

equal 84% of Respondent agree that the T.V adv . Increase the print of can food. So we can say that

there is a strongly relation ship between TV . adv . and increasing the price of can food . So we accept

this hypothecs.


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H3: There is a Relationship between Television Advertisements and Acquiring new patterns of

Consuming caned food.

From table number(3).

Subject s.agree agree neutral Di-agree St. Di. ag

total % Resp

5

reapon

searea Freq. Ratio freque Ratio Freq. Ratio Freq. Ratio Freq Ratio

Do you think that

the T.V adv. help

consumer to learn

new pattern toward

can food.

35 39% 30 33.5% 19 21% 5 5.5% 1 1% 90 100 4 80

Do you think that

the T.V advable to

change consumer

behavior toward

can food.

45 50% 33 36.5% 8 9% 4 4.5% 0 0 90 100 4.3 86

Do you think that

the T.V adv. Give

consumer more

information about

can food

40 44.5% 30 33.5% 20 22% 0 0 0 0 90 100 4.2 84

Total 12.5 250

Total divided by 3 4.2 84

We see that 65of of respondent answered S. agree and agree ,and 19 of respondent answered

neutral , and 5of respondent disagree , and l strongly disagree the total response was 4 which equal to

80% to the question number one in table number 3 , which refer to that the T.V adv . Learn consumer

new patterns specially toward can food .

And 78 of 90 –answered S. agree and agree ,and 8 were neutral . And 4 Disagree about the

question number 2, which refer to that the T.V adv Change consumer behavior toward can food . The

response were 4.3 out Of 5 which equal to 86% .

And 70 of 90 answered S. agree and agree .And 20 were neutral about the question number 3,

which refer to that the T.V adv . give consumer more information about can food . The response were

4.2 out of 5 which equal to 8 4% .

The total response were 12.5/3 which equal 84% so that we can accept the third hypothesis

which means that the TV adv . Acquire consumer new patterns of consuming can food .


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H4: There is a Relationship between Television Advertisements and Changing the Consumer

Attitude Towards caned food.

From table number(4) .

Subject S. agree agree neutral Di-agree St. Di. ag Total % Res

p5

Resp

onse

area Freque ratio Freq

ue

ratio Frequ

e

ratio Freque rati

o

frequ

e

rati

o

Do you

think that

the T.V adv

. increase

the price of

can foods.

44 49% 30 33% 16 18% 0 0 0 0 90 100 4.3 86

Do you

believe that

the more

frequency

of T.V adv .

increase the

price of the

can foods

30 33.5

%

40 44.5% 20 22% 0 0 0 0 90 100 4.1 82.2

Total 8.4 168.2

Total

divided 2

4.2 84

We see that 69 of respondent answered S. agree and agree ,and 12 of Respondent answered

neutral , and 9 of respondent disagree , the total Response was 3.64 which equal to 72.8% to the

question number one in Table number 4, which refer to that the T.V adv . changing consumer Attitude

toward goods and services specially can .

And 70 of 90 –answered S. agree and agree ,and 10 were neutral . And 8 Disagree and 5 out of

90 answered S. disagree , about the question number 2, Which refer that the good design of TV adv .

effect consumer Attitude toward consuming can food . The responses were 3.68 out of 5 Which equal

to 73.6%.

And71 of 90 answered S. agree and agree ,and answered S. 15 were neutral .and 4 of 90 were

disagree about the dais question number 3, Which refer that the T.V adv . push consumer to buy more

can food ,The responses were 3.73 out of 5 which equal to 74.6%.

The total responses were 11.05 / 3 which equal 74% so that We can Accept the fourth

hypothesis which says that the TV adv . changing Consumer attitudes toward can food .

Conclusion and Implications Television advertisements consider as the main media in current time , it is more important for

producer to demonstrate their product tell the consumer about their product and their features and to

differentiate between the other brand , and telling him when and where to buy it .

So TV advertisements effect consumer behavior by pushing them to buy the Specific goods of

the product through frequent adv . to change consumer Attitude toward can food to increase the

demand on it , then it will Increase the volume of it sales which lade to more profit .

But we must notice that TV will increase the price of the goods , and most.

Of consumer will prefer the goods appeared on TV adv . more that the Goods which doesn't .

TV adv . acquiring people new patterns of purchasing goods , and learn them how to select

between different alternatives .

TV adv. Trying to change consumer attitudes the targeted goods , by inducing him to buy rather

than his preferences so we can say that the TV advertising is more important media for both producer

and consumer by facilitating their operations of selling or buying the product .


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