Abstract: The study investigated influence of Lush Hair TV advertisement on the buying habit among female students of …………………………… The research was anchored on Shifting Loyalties Theory. The study used a survey research method while questionnaire was used as data collection instrument of which 390 copies of questionnaire were administered to 390 female students of ……………………. The data collected were analyzed using descriptive statistics (frequency and percentage method with the aid of tables. Findings of the study showed that respondents’ larger percentage of the respondents (50%) do expose to television advertisement to a high extent. Hence, substantial number of the respondents (75%) often exposed to television advertisement. It is obvious that majority of the respondents (50%) agreed that television advertisement averagely influence their Lush Hair buying habit. Substantial number of the respondents (66.7%) television advertisement of Lush Hair had caused them to shift to Lush Hair brand from their respective brands. Also, the significant number of the respondents (58.3%), that they were using Xpression Hair before. The study recommended that media organizations should further encourage the use of technological gadget in the likes of smartphones, so as to be technologically abreast in this information and communication technology world while symposium and seminar should be organized to further intimate journalists on the optimum use of the smartphone to get the best of journalism.
Keywords: Lush Hair
TABLE OF CONTENTS
Table of Contents
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Significance of the Study
1.6 Scope of the Study
1.7 Operational Definition of Terms
CHAPTER TWO: LITERATURE REVIEW
2.2 Conceptual Framework
2.3 Empirical Review
2.4 Theoretical Framework
CHAPTER THREE: RESEARCH METHODOLOGY
3.2 Research Design
3.3 Research Method
3.4 Population of Study
3.5 Sample Size
3.6 Sample Procedure
3.7 Instrument for Data Collection
3.8 Validity and Reliability of Research Instrument
3.9 Data Collection Process
3.10 Data Analysis
CHAPTER FOUR: DATA ANALYSIS
4.1 Demographic Analysis
4.2 Discussion of Findings
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
1.1 Background of the Study
Advertisement is one of the key elements for the development, expansion, and growth of industrial sector and ultimately for the economic development. The media and advertising campaigns are unavoidable by consumers in the 21st century. Researchers have studied and will continue to study the effects of advertisement and its influence on attitudinal change, emotions, modification of lifestyle choices and its significant role in the consumption of goods and services (Rudani, 2010).
Advertising, over the years has evolved into a powerful marketing tool in modern economics; advertising plays an important role in the growth of a business, because the essence of business is to grow, expand and survive in the long run while advertisement is one of the strategies and tactics to stay afloat.
Hence, advertising is a persuasive non-personal communication about products, services, or ideas usually paid for by identified sponsors through the various mass media. Today, we are exposed to advertisement everywhere, whether in the bus, walking round the street, on the high ways, while travelling, in the newspapers and on radio and television, even as SMS we receive on our mobile phones, email advert/marketing we get in our inbox and particularly when surfing the internet. Including those we are exposed to when using some apps or playing games (Carthy 2014).
Advertising is one of the ingredients in sustaining business whether the company is dealing with products or services. The entire business of a commercial organization or company starts and ends with advertising. That is to say, the rise and fall of any profit company depends solely on the expenditure incurred by the advertiser (Sew and Smith, 2010).
It should be noted that when planning advertising campaign, one of the things to be considered from the outset is the type of media to be used, because different media performs different purposes and offer different kind of results. Hair attachments products could be better advertised through television for demonstration because see is believing.
Equally, adverts are placed where advertisers believe they will reach the largest, most relevant audience. Commercial business use advertisement to drive the consumption of their product, while non-profit organizations may place adverts to raise awareness or encourage a change in behaviour or perception.
It should be added that, consumers don’t just buy advertised goods and service because they have enough money but rather they are motivated by certain motive or appeal. Smriti (2017) writes that buying motive is the urge or motive to satisfy a desire or need that makes people buy goods or services. Motive equally, seen as thoughts, feelings, emotions and instincts, which arouse in the buyers a desire to buy.
For the purpose of this study, the focus is on Lush Hair brand, and how its television advertisements have been able to create a shift from the likes of Xpression, Bela and Darling Hair. Lush Hair was created by Minal after she picked up on the recurring topic that would come up while talking to her colleagues and friends: the lack of time and flexibility for hair. In such a busy, fast paced world, Minal would often find that many of her friends were searching for a convenient, versatile yet high quality solution for their hair (Lush-hairextensions, n.d).
Minal was inspired to bring this idea to fruition with a premier, knowledgeable and customer-orientated business that will reach both local and international markets. With the adequate supply of good quality hair from India that are produced in their own factory facility in Chennai, India. Minal jumpstarted the business by consulting with experienced stylists and industry experts to find an innovative approach that would best fit her customers requests, and to learn more about the most noteworthy trends driving the industry (Lush-hairextensions, n.d).
According to Instagram (n.d), Lush Hair extensions is an acclaimed hair extension brand offering retail products across the globe, with wholesale distributors throughout the United States, Europe, Asia and Australia. With highly sophisticated team of hair experts and stylists, and over 15 years of industry experience, Lush Hair extensions provides 100% virgin human hair that is completely natural and of the highest quality, all collected ethically from hair donations in India
The goal is to provide anyone with consistent access to a variety of unique Lush Hair Extension products that are versatile, stylish and long-lasting. Lush Hair extensions now has two warehouses located in Hong Kong and India. It also have several affiliate partners across the globe, which has led to greater media interest in recent years (Instagram, n.d).
However, television seems to be the leading media used to advertise products, in other words commercial advertising seeks to impress the consumers about the image of a product to create a better impression in the minds of the consumers and to increase their patronage. Advertising often seeks to grant increase consumption of their products or services through branding which involves associating a product name or image with certain qualities in the mind of consumers. It is against this backdrop that the study examines the influence of Lush Hair television advertisement on the buying habit among female undergraduates.
1.2 Statement of the Problem
It is arguably that television advertisements use persuasive techniques to appeal to consumers’ sense of buying than any other mass media such as newspapers and radio, because TV advertisement appeals to the common cliché that “see is believing”, this makes television advertisement seems more appealing.
It is also inevitable that television advertisements have a lot of influence on human behaviour. This, it influences may be unquantified when compared to radio or newspaper. Due to the aforementioned place of television in advertisement, make it very popular up till now to be used for brand promotion. Hence, t is against this backdrop that the study examines the influence of Lush Hair television advertisement on the buying habit among female undergraduates.
1.3 Objectives of the Study
- To examine the extent to which television advertisement influence Lush Hair buying habit among female students of University of Lagos.
- To ascertain whether television advertisement of Lush Hair has made female students of University of Lagos shift to the brand.
1.4 Research Questions
- To what extent has television advertisement influenced Lush Hair buying habit among female students of University of Lagos?
- Has television advertisement of Lush Hair made female students of University of Lagos shift to the brand?
1.5 Significant of the Study
The findings of this study will benefit the following groups and individuals. Some of the beneficial of the study are consumers, policy makers, advertisers, advertising agencies and advertising researchers would stand to gain a lot from the facts contained in this work.
It will assist advertisers and advertising agencies to understand the concept of advertisement, especially, what consumers want, how they want it and the media they often expose to in order to know how to target them.
Another beneficiary of this study is the media practitioner, the media practitioners are major part of the advertising family because advert messages usually pass through them so that media audience will be exposed to such message, as a result, the media need to be watchful on the content their majority of the audience wish to be exposed to, media may begin to lost their audience. Therefore, the media stations need to do audience research.
Findings of this research serve as eye opener to many traditional advertising agencies to join to strategically device best ways to utilize television for brand promotion in order to achieved the advertising goal, particularly, how advertising campaigns can influence consumers buying behaviour.
Government and policy formulators can through some agencies like APCON approve, edit among other monitoring advertisement message i.e government through her agencies would see the need to enforce truthfulness, fairness and non- deceit contents in advert message in order to safe guide the public interest. Policy formulators will equally benefit from the research by using the information of study findings to make laws that will improve advertising especially some untrue statements in some advertising messages.
It will assist students of mass communication, advertisement, marketing and other related field to understand the concept of advertisement. The findings of this study will serve as an addition to existing literature on the topic for students who like to carry out similar research. This research provides benefits for researchers and practitioners. For researchers, this study attempts to provide a greater understanding of the advertising information and knowledge. Future researchers will find the material relevant as it forms bulk literature that exist in the field of mass communication, journalism and media studies, etc that they can lay hands on when carrying out research related or similar to this.
1.6 Scope of the Study
The study which investigates the influence of Lush Hair television advertisement on the buying habit among female undergraduates has been narrowed in scope to female students of University of Lagos. Thus, the geographical scope of this study was within University of Lagos, Akoka
The choice of the institution is due to its proximity to the researcher, inadequate time to study all tertiary institutions in Lagos State among other logistics. Hence, the demographic variables of the respondents will be examined before the administration of research instrument (questionnaire) such factors include: age, gender, academic level e.t.c.
1.7 Operational Definition of the Terms
Influence: This refers to the effect or impact that Lush Hair television advertisement has brought to the on the buying habit of female students of University of Lagos, Akoka.
Lush Hair: This is one of the hair attachments brands that many ladies are switching to in the recent time.
Television Advertisement: In this research, television advertisement are sponsored advertisement of Lush Hair over state, national and international television stations. E.g on Zeeworld.
Buying Habit: This means, the influence that Lush Hair television advertisement has brought to the purchasing habit of female University of Lagos, Akoka
Female Undergraduates: In this research, it refers to the female students of University of Lagos, Akoka.