EFFECT OF FALSE ADVERTISEMENT ON CUSTOMERS SATISFACTION IN NIGERIA

EFFECT OF FALSE ADVERTISEMENT ON CUSTOMERS SATISFACTION IN NIGERIA

ABSTRACT

Deception in reality is a more vital subject in marketing and consumer research than is shown is present literature. After much insight into the different but limited writings on deception in humanities, social sciences, marketing etc, this research came about the use of strategic deception in advert campaigns in Nigeria. Deception in advertising is described as a company’s misrepresentation to customers on the features of the product or service advertised thus the anticipated utility from making use of the product or service The aim of the study was to asertain the relationship between  False advertising and product branding.. Survey reserch method was adopted as the reserch design. While questionnair were the instrumnet used in fithering data. My population was Enugu North Metropolis. Judgemnetal sampling technique was used to test the sampling size. Findings reveal that false advertisement negatively affected customers perception of a brand.

EFFECT OF FALSE ADVERTISEMENT ON CUSTOMERS SATISFACTION IN NIGERIA 

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

The essence of being in business by any business outfits is to produce for sales and profits. In order to remain in business an organization must generate enough sales from its products to cover operating costs and post reasonable profits. For many organizations, sales estimate is the starting point in budgeting or profit planning. It is so because it must be determined, in most cases, before production units could be arrived at while production units will in turn affect material purchases. However, taking decision on sales is the most difficult tasks facing many business executives. This is because it is difficult to predict, estimate or determine with accuracy, potential customers’ demands as they are uncontrollable factors external to an organization. Considering, therefore, the importance of sales on business survival and the connection between customers and sales, it is expedient for organizations to engage in programmes that can influence consumers’ decision to purchase its products. This is where advertising and brand management are relevant. Advertising is a subset of promotion mix which is one of the 4ps in the marketing mix i.e product, price, place and promotion. As a promotional strategy, advertising serve as a major tool in creating product awareness and condition the mind of a potential consumer to take eventual purchase decision.

Advertising has a big impact on how consumers behave and make decisions about what products or services to buy. Customers are negatively impacted over time by various marketing initiatives and false advertising. Furthermore, because the majority of consumers are unable to comprehend and analyse advertisements, false advertising is a very serious problem. Customers should be very aware of their buying decision since sometimes advertisers overstate the benefits of the product and advertise them in such a deliberate way. After thoroughly describing misleading advertising, the research study will show how consumers can react when they encounter dishonesty in marketing for the good or service they bought.

According to (Jeeva, 2016), false advertising influences consumers’ decisions about the products they buy. Such commercials produce an untrue perception of the product’s quality as well as an inaccurate perception of the service, which will lead to a distortion in customer preferences. The packages given, including SMS fees, connectivity fees, call rates, postage fees, and prepaid connections, constantly add on additional fees for just subscribing, which customers are unaware of and are less aware of, which annoys them and causes them to switch brands (Hasan, 2011). Sometimes the advertisers over exaggerate about the product’s benefits in such a tactful manner that consumer goes psychologically under the pressure of advertising persuasiveness and intentionally decides to buy the advertised product (Smith et al., 2006). In the point of view of some people, now most of the consumers avoid the advertisement, because they consider the advertisement, just annoying and misleading (Bishop, 1997). Advertisements have been attacked on psychological, sociological, aesthetic and political grounds. From the point of view of a common lay man, what is the purpose of advertising? Some critics even criticize and consider advertising very harmful to the collective behaviors of the society (Barbara, J. P 1997).

1.2 Statement of Problem

Due to the strong impact of advertising, it is the moral duty of advertisers to practice the code of ethics, during the promotion of their products. The purpose of advertising should be the guidance of consumer rather than blackmailing and threatening by pushing forcefully to buy that product. Proper and effective advertising always help the companies and marketers to improve their brand image and increase their share in the market (Ninan, 2008). Effective advertising is actually the other name of persuasion and liking or disliking attitude of consumer towards some particular product or advertising (Mehta, 2000; Stone et al., 2000). There are a number of factors in advertising which contribute a lot in changing the consumers’ buying behaviour. Like likeability, brand image, persuasiveness, celebrity endorsement, information about the product, entertainment etc. Hence, this study intends to understand the relationship between false advertising and product branding

1.3 Research Aims and Objectives

1.To examine the likely presence of false traits in  advert campaigns in Nigeria for the sole purpose of persuasion to bridge competition,

2.To expatiate on the idea of strategic deception in advertising.

3.To explore the likely effects of false advertising on consumers.

4.To investigates the use of strategic deception in  advert campaigns and its likely effects on consumers.

1.4 Research Questions

1. What are  false  traits presence in advert campaigns in Nigeria for the sole purpose of persuasion to bridge competition?
2. What are the  idea of strategic deception in advertising.
3. What is the  effects of false advertising on consumers.

4.What is  strategic deception in  advert campaigns and its likely effects on consumers.

1.5  Significance of the Study

The studied expression on Impact of False Marketing and branding  activities which regulates misleading marketing and protects consumers’ rights’ misused in this area. Furthermore, it is provided the importance of the application of the guidelines in national law. There are highlighted the most common misleading conditions, as well as provided methods for safeguarding consumer protection against misleading promotion. Also, are presented recommendations on how to improve consumer protection field in relation to misleading publicity.

1.6 Delimitation  of the Study

The study scope is limited to male and female residents in Enugu North LGA aged 18 years and above.  The research state variable that hampered the study. There are lack of fund which disrupted effective research. Secondly, time constraint emanated from research which coincided with assignment text and culture.

1.7 Definition of Terms

Advertising: Is a form of marketing communication used to encourage, persuade or manipulate audience/viewers, readers or listeners, sometimes a specific group to take or continue to take some action.

False   Advertisement :False or false advertising is the use of misleading, false, or unproven information to advertise products to consumers or advertising that does not disclose its source. One form of false advertising is to claim that a product has a health benefit or contains vitamins or minerals that it in fact does not. Many governments use regulations to control false advertising. A false advertisement can further be classified as false if the advertiser deliberately misleads the consumer, as opposed to making an honest mistake.

Consumer Purchasing Intention: The ability for goods and services to be purchase by a particular consumer

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