IMPACT OF RADIO ADVERTISING ON CONSUMER PERCEPTION

OF JOEMEX TEXTILE INDUSTRY, ABA,

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 ABSTRACT
This study examined the impact of radio advertising on Consumer perception
of Joemex Textile Industry, Aba. The objective of the study was to inform, educate
and entertain the consumers. The study population comprises of staff and
consumers of Joemex Textile Industry. The sample size of 81 was determined using
Topman’s Formula. The instrument used was validated and reliable. SPSS Model
was used to analyze data, the study finds out that radio advertising arouse
consumers interest, get their attention and build their desire. The work showed
that radio advertising is paid for, it is identified sponsor and it is in-personal
presentation. The instrument used for data collection was structured
questionnaire.

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 CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Advertising in Nigeria has grown from its earliest beginning of using the

town criers to announce availability of goods and services to become a big

industry in Nigeria. Advertising is now very important in the economy of the

nation, considering the fact that it serves as a source of information about goods

and services and also persuades consumers to patronize the advertised goods and

services.

Jones (2013) defined radio advertising as the structured and composed non-

personal communication, usually paid for and usually persuasive in nature about

products (goods, services and ideas) by identified sponsors through media.

Belch and Belch (2003) revealed that, there are four vital elements or pillars of

marketing these are: products, price or monetary cost, place or distribution, and

promotion.

Radio advertising, as a constituent of the promotional tool further enhances

creation of consumers’ awareness towards organization’s goods or services, which

makes them to patronize such product as it meets their needs or wants, expectancy,

and satisfaction. In recent times, the concept of radio advertising has received the

attention of manufacturers and retail organizations as well as those in the service

industry all over the globe.

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 Consumer perception according to Watt (2011), refers to customers

awareness, their impressions and their opinion about your business and products.

Consumer perception is shaped by multiple variables, including direct and indirect

interaction with your offerings.

1.2 Statement of the problem

In radio advertising, media are the channels through which advertiser can

reach large heterogeneous consumers that are scattered in place and time, and so

advertiser may not reach them through the other advertising media like road and

face to face advertising.

However, this study is by extension focused on the impact of radio

advertising on the consumer perception of Joemex textile industry, Aba. The

absence of studies of this nature in Aba is seen as a research gap that needs to be

bridged to highlight the relationship between radio advertising media on the

consumers’ perception of Joemex textile industry, Aba.

1.3 Objectives of the Study

The main objective of this study was to determine the impact of radio

advertising on the consumer perception of Joemex textile industry, Aba.

The specific objectives are:

1. To examine the impact of radio advertising on consumers’ perception of

Joemex textile industry, Aba.

2. To examine the advantages of radio advertising on consumers’ perception

of Joemex textile industry, Aba.

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 3. To find out if Joemex textile industry, Aba is aware of radio advertisement

practice.

1.4 Research Questions

The following research questions were formulated:

1. What are the impacts of radio advertising on consumers’ perception of

Joemex textile industry, Aba?

2. What are the advantages of radio advertising on consumers’ perception of

Joemex textile industry, Aba?

3. Does Joemex textile industry, Aba aware of radio advertisement practice?

1.5 Research Hypotheses

In the context of the following objectives, the following hypothesis:

H01: Radio advertising and Consumer perception as a factor does not have

significant effect on Joemex textile industry, Aba.

H02: Radio advertising and Consumer perception as a factor has significant

effect on Joemex textile industry, Aba.

1.6 Scope of the Study

This study covers radio advertisement on the consumer perception in

Joemex textile industry, Aba extensively and how it could contribute to the

improvement of the company. The study concentrates on the major product of

Joemex textile industry, Aba which is textile materials.

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1.7 Significance of the Study

This research work would make the Joemex textile industry, Aba and other

related textile industries, management to determine, know and appreciate the

degree of radio advertisements, give in determining the sales volume and

consumer perception of the company through the used and application of the radio

advertisement. Finally, the work would be a great importance to prospective

marketing students and intending marketers to know that the radio advertisement

is innovated to make the effort of the production and sales policies more clearly

seen and understand in an organization.

1.8 Organization of the Study

Chapter one contains sub-heading as , Background of the study, statement

of the problem, objectives of the study, research questions, research hypothesis,

scope of the study, organization of study, definition of terms, brief history of

Joemesc textile industry, Aba.

In chapter two, the researcher layed hand on conceptual review, meaning of

radio advertising, types of radio advertising, objectives of radio advertising,

advantages and disadvantages of radio advertising

In chapter three of this research work is methodology and it contains other

subheadings as research design, selection of data, collection of data, population of

the study, sample size determination, sampling design, validity of instrument and

data analysis techniques.

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 Chapter four contains Data presentation, Data analysis and test of

hypothesis.

Finally chapter five contains, summary of findings, conclusion,

recommendations, limitations of the study, suggestions for further study and

contribution to knowledge.

1.9 Definition of Terms

i. Advertising: Ralph S. Alexander (2000), defined advertising as any paid

form of non personal presentation and promotion of ideas, goods and

services by identified sponsor.

ii. Publicity: Kotler (2015) sees publicity as any non personal stimulation of

demand for a product, service or business unit by planting commercial

significant news about it in a published medium or obtain favorable

presentation of it upon radio, television, magazines, trade journals, bill

boards or stage that is not for by the sponsor.

iii. Marketing: Udeagha (2004) defined marketing as a marketing-oriented

process, concerned with efforts geared at providing for the satisfaction of

the needs and wants of the buyer. The goods and services which satisfy

these need and wants are procured in an exchange process by the markets

promotion.

1.9.1 Brief History of Joemex Textile Industry, Aba

Joemex Textile Industry, Aba (RC22622) is located at Ngwa road and was

incorporated as a textile converting company in 2004. The company has four

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major divisions. These are division A-marketing unit, B-production unit, C-colour

division, D-produces designs which include; other equipment. The plant is located

at Aba and has offices in Onitsha, Lagos, and other states in Nigeria.

The company’s product and services are production of textile materials,

marketing of textiles etc. the second plant was commissioned in 2010 as colour

division. The director is Mr G.P.Goenka and the managing director, Mr Madhukar

Mishra. The company is committed to:

i. Protecting the environment

ii. Providing quality product and customer satisfaction. The turnover of

profit of the company in 2015, 2016, and 2017 are: #70,000.02,

#60,000.75, #52,000.73 respectively.

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 CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Conceptual Review

2.1.1 Nature of Radio Advertising

The very act of advertising has come a long way while communications has

remained its most essential ingredient. That is why in Udeagha (1995) advertising

is viewed as being different from personal selling in that it is unlike the latter a

mass communication tool that uses such media as the television, radio, newspaper

and magazine to reach its audience which is usually a large one.

Nwosu (1990) saw advertising as mass communication which is aimed at

helping to sell goods, services, idea persons and institutions or organization. He

contended that it is therefore a vital tool of promotions and marketing which are

very essential for economic and broad national development. It is through this

communications that ideas products and services are brought to the knowledge of

consumers.

The fact that images, facts about a product and of course services can be

communicated through advertising makes it possible for this research work to

consider the extent advertising can influence the consumption pattern of civil

servants and business community. The simple logic being that Joemex textile

industry and business community like any other groups in the society could be

influenced by Advertising. Specifically, the review would cover such areas as

overview of advertising types objectives, importance, merits and demerits others

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include psychological and cultural influences, advertising, research and other areas

which would embrace developing advertising budget, deciding the advertising

messaging, formulating its strategies, advertising influence and cultural

background of target audience advertising effectiveness media selection strategies

advertising and brand preferences and finally the concept of consumption pattern

and advertising. It is a tourism in marketing world that no product an easily reach

its consumers without serious efforts which must involve radio advertising.

Norris and Colman (2006) evaluated the effect of radio advertising on

cognitive processing of embedded programming. Even point rating scales were

used. Data were collected with the aid of questionnaire while ANOVA statistical

tool was used to analyze responses of the respondents. The study concluded that

there was significant difference in memory for the advertisements and programme.

Ayimey, Awunyo-vitor and Gadawusu (2013)’s study “on a does radio

advertisement influence sale of Herbal product in Ghana? This study was

conducted on the effect of radio advertising on the business sales. Convenience

sampling technique was used. Data were collected from a sample of 50

respondents.

Questioning guides were used to elicit datum from the sellers of herbal

products and questionnaire copies were used to collect information from the

buyers of herbal products. Analytical tools were parametric statistics and

correlation. The study revealed that the majority of buyers became aware of the

product through radio adverts".

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 American Marketing Association (AMA) defined advertising as “any paid

form of non personal presentation of ideas, goods and services by an identified

sponsor” there is need for an analysis of the key words that play in the above

definition to enable us understand some basic differences between advertising and

other promo-tools sponsorship. Also Sidney J Levy (in Kotler Ibid .p 607) said

that advertising can be identified in the following qualities:

Advertising is seen as a highly public mode of communication. This is to the

extent that its public nature conferred a kind of legitimacy on the product and also

suggest standardized offering. This is because many persons receive the same

message buyers known that their motives for purchasing the product will be

publicly understood.

In this case advertising is seen as a pervasive medium that permits the seller to

repeat a message many times. It also allows the buyer to receive and compare the

messages of various competitors large-scale advertising by a seller says something

positive about the seller’s size popularity and success.

Advertising provides opportunities for dramatizing the company and its

products through the artful use of print, sound and color. Sometimes however, the

tools very success at expressiveness may dilute or distract from the message.

Advertising cannot be as compelling as a company sales representatives. The

audience does not feel obliged to pay attention or respond. Advertising is able to

carry on only a monologue not a dialogue with the audience to our mind these four

characteristics of advertising as pointed out by Sidney give impetus to the claim

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that advertising is one of the most defective promotional tools for reaching any

target market. This overriding function of advertising is further reinforced by

Louis E. Bonne et al (1976: 468) when they said that advertising is non personal

sales presentation usually directed to large number of potential customers.

(Udeagha 2015) said that is a marketing promotion tool which is used to inform

and educate a large audience of buyers of consumers perception about an

Organization’s product. Its product or services and induce them to patronize the

organization, that is to buy its goods. He maintained that advertising shares some

of the above mentioned characteristics with such other promotional tools as

personal selling and publicity with which an organization also frees to reach it

target markets. Therefore according to him radio advertising must be differentiated

from other promotional tools.

Charles (2000) sees radio advertising as non-personal communication of

information paid for by an identified sponsor such as individual or organization.

According to him the information brings the idea, product or services existence in

the know of the potential audience.

2.1.2Types of Radio Advertising

Radio advertising can be categorized into many types in form of the following

National Advertising. This is a type of advertising that covers the whole nation

whereby below the lie media or above the line media is used usually, advertising is

defined to distributors.

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a) Retail advertising- is another type of advertising that is locally aimed at

consumers.

b) Co-operative Advertising- This integrates both local and national

advertisers.

c) Trade Advertising- This advertising is directed at manufacturers and

distributors. It is usually found in trade journals and magazines with special

focus on retailers or distributors.

d) Direct Advertising- Other names for direct advertising direct advertising

are mail order or direct mail advertising. It involves direct mailing or

advertising direct mailing or advertising message to target market through

mails.

e) Reminder Advertising- This is usually employed by manufacturers whose

products has been in the market but aimed only at informing the customers

of the existence of it product.

f) Industrial Advertising- This type of advertising is concerned with the

marketing of industrial products.

g) Institutional Advertising- This type of advertising is commonly corporate

advertising. The main aim of type of advertising is to market the

organization.

h) Public Service Advertising- In this type of advertising products are not

involved rather social problems trying to represent the company as socially

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 concerned with people’s problems. The advantage is the chances that it can

result in higher demand for the company’s products.

i) Professional Advertising- It is aimed at professionals like actors, lawyers,

lecturers, pharmacist. These people are usually reached through their in

house journals.

2.1.3 Objectives Of Radio Advertising

It is a fact that radio advertising objectives are not different from the objectives

of other mass communication tools generally, the objectives of radio advertising

include among others to inform, educate and entertain the consumers. The

education and information revolves around making them aware of a new offering

that is just available for the market patronage. The objectives transcend creating

awareness about new product to include reminding consumers of the existence of

an existing product.

According to Udeagha (2010) to access the effectiveness of a given campaign

which can only be set out offer careful study of the target market must be

quantifiable. He continued by saying that the quantification of such objectives

implies however, knowledge of their current stand and formulation of any desired

change in absolute or percentage terms per period of time. The effectiveness of an

advertising campaign he said depends o a thorough knowledge of the target

market. He said that in order to reach the target market(s) effectively with this tool

of mass communication data on the following attributes of the market must be

provided by an organization’s marketing research department.

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1) Their department and psychographic characteristic.

2) Their information stand that is whether there is product awareness or lack

of interest or lack of it liking etc.

3) Attitudes of the target market(s) towards the product and the organization.

4) Stages of buying decision process.

5) Media preference of the target market(s) as well as data on media

circulation and cost.

6) Evaluating criteria that under lie the product choice.

7) The image of the organization has cut in the minds of prospects of all these

attributes of the target market and media available/a given form would be in

a position to know;

I) The type of buyers to focus the advertising campaign on

II) Whether the objectives of the campaign will be to create awareness,

stimulate interest or action to create preference or to change negative

attitude or image positive ones.

III) Whether to focus on using advertising to stimulate problem recognition

in the prospect or to supply them with information that will influence

their choice or products, brand or suppliers. The objective could also be

reduced dissonance of choice has already been made. In this case, the

campaign would be geared at showing buyers the benefits of their

purchase.

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 IV) The right type ofmedia for the transmission of the advertising message.

This is from the point of view of the prospects media preference timing

and the organization cost considerations.

According to Kotler and Armstrong (1999) the arguments for the use of radio

advertising includes:

1) Radio advertising triggers quick sales.

2) Radio advertising builds long term image for a product.

3) Radio advertising is expressive.

4) Radio advertising reaches masses of geographically spread out of buyers at

a low per exposure.

The demerits of radio advertising include:

1) Radio advertising is identified as one way communication.

2) That it is impersonal but not as persuasive as personal selling.

3) It can be costly.

2.1.4 Consumer Perception

The psychological influences form a part of the consumer perception. It can be

called person centered factors which include cognition, beliefs attitudes,

motivation and learning. Ordinarily, the consumer behaviour can be defined as the

behaviour the consumers or buyers of product or service exhibit in searching for,

purchasing, using evaluating an disposition of products, services and ideas which

they expect will satisfy their head Geoff Lancaster et al in a study by Anedu

(1996).

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 The psychological aspect of the consumer is very important and to a very great

extent in dispensable in the whole purchase arrangement (consumer perception). It

covers such factors as motivation, perception, learning, beliefs and attitudes. That

is perhaps why Walter Wood in a study by Anedu (1996) said that consumer

perception is mentioned, but the actual choices made satisfy motives may depend

on other psychological variables which induce consumer perception.

The factors that induce consumer perception are: motivation, perception,

cognitive structure and economic influence.

The word motivation is derived from the verb to motivate which means to

induce or to provide with a motive Udeagha (1995). He said that motives are

stimulated needs that an individual seeks to satisfy. A consumer can always

become interested in buying or patronizing a product or service when he is

motivated. This view is reinforced by the position Kotler (2003) when he opined

that consumer perception is motivated when his system is energized or made

active and behaviour is directed towards the same type of goal. Motives arouse the

need and influence the belief of the individual. On a final note,, it need be

mentioned than an individual is motivated as soon as the preceding need is

satisfied.

According to Kotler (1988) a motivated person is ready to act. He argued that

how the motivated person acts is influenced by his or her perception of the

situation. Perception is defined as the process by which an individual selects,

organizes and interprets information inputs to create meaningful picture of the

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world Benard Berelson et al (2008) somehow, perception depends not only on the

character of the physical stimuli to the surrounding field (the Gestah idea) and on

conditions within the individual. The important thing in perception is that it

influences to a great extent the individual’s motivational desire to satisfy a need.

The first and most popular is stimulus response and reinforcement theory of

learning that was propounded by Paviv, a Russian psychologist while the second is

the cognitive theory of learning that was propounded by Wroe Anderson.

Thus the dog had learnt to associate the sound of the bell with food. From this,

it was concluded that not only animals but human beings learn from the past

experience and their past actions. It is this time of thought that Kotler in Udeagha

(2000) said that “when people act they learn” also John F Hull (in William Starton

1981:110 see learning as a factor influencing persons perceptions which may be

defined as changes resulting from previous experiences). He contended that

learning does not include behaviour changes in behaviour that is by definition,

attributable to infrastructure responses growth or temporary states of the organism

such as hunger, fatigue and sleep. In addition he said that interpreting and

predicting the consumer’s learning process is a real key to understanding buying

behaviour. Therefore it is unfortunate that no simple learning theory has emerged

as universally workable and acceptable.

However, Hllgard et al (2011) identified three principal learning theories in the

study as:

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 1) Stimulus responses theories

2) Cognitive theories

3) Gestali and field theories

Chisnall (2013) said that an individual’s cognitive structure is determined by

two types of factors stimulus factors and personal factors which through their

interactions affect an individual’s economic social and cultural decisions and

activities. He said that, that is to be understood in the sense that the effect radio

advertisement or a brand name a consumer for instance depends on factors which

are personal to him (his or her interest, experience, belief, attitudes and motives)

and which tend to influence his or her perceptions of the stimulus (adverting

message product brand etc) he added that two or more persons confronted with a

given buying situation may act differently if they perceive it differently.

Economic influences are one of the situation centered factors which influences

a consumer’s perception. The others include social class family life cycle. Political

and cultural influences, opinion leaders and so on, we know that to live and

function properly in any society, an individual must interact with others. This

interaction is necessary because of mutual wants needs and personal objective.

This aspect of situation centered factors would discuss the economic influence

on consumer behaviour. The consumer buyer behaviour is influence by his income

level. This portrayed by Emeka (1996) when he stated that economic aspect of

behaviour involves these elements of consumer behaviour that are influenced by

income or purchase power. Kotler (1988) supported Okpala’s view when he said

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that product choice is greatly affected by one’s economic circumstances consist of

their spendable income (it level, stability and time pattern). Savings and aspects

and assets (including liquid percentage) culture is the most fundamental

determinant of a person’s want and behaviour.

He tried to explain the extent culture can influence our demand and purchase

pattern. Therefore, any attempt to bring the existence of new goods and services or

old ones in the know of buyers must take into account the cultural characteristics

of such environment.

2.2 Empirical framework

Noris and colman (2006) evaluated the effect of radio advertising on cognitive

processing of embedded programming .Even point rating scales were used. The

study was empirical investigation and relied on primary data collected using asset

of quantitative and questionnaire, copies were distributed and analyzed by

ANOVA with the use of SPSS version.

Furthermore, Panagopoulos and Green (2008) evaluated the effect of radio

advertising companion of something revealed that radio advertisements produce

large arousal among customers and enable quantity of sales in different outlets of

retail shops .moreover, communities in city areas enjoy higher quality.

Nysveen and Breivik (2005) stated that the effects of radio advertisements are

less on changing consumer’s attitude and behaviour. However, very limited

research work were conducted considering all the five stages of Consumer

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Behaviour. In the present study, the research has attempted to explore various

advertising media affecting Consumer Behaviour at each stage.

2.3 Theoretical Framework

Disconfirmation Theory was used in this study

Disconfirmation theory indicates that customers compare a new service

experience with a standard they have developed. Their belief about the service is

determined by how well it measures up to this standard the theory presumes that

consumers make purchases based on their expectations, attitudes and intention

(Oliver 1980).later during or after consumption a perception of performance

occurs as customers evaluate the experience.The process is completed when

customers compare the actual service performance with their pre-experience

standard (Beardon&Telc 1993, Cardozo 1965, Day 1977, Oliver 1980).

There are four components to these paradigm expectations, perceived

performance, disconfirmation, and satisfaction. The level of expectations

represents pre-consumption expectation. Performance refers to the customers’

nally, satisfaction is determined by combining the satisfaction outcomes for the

various attributes of the service, satisfaction. Neither is there consensus on how

the variables interrelate.

In most studies involving disconfirmation expectations are considered the

standard consumers use and are compared to such things as:

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 1. Equitable Performance Formed by the consumer based on the individual's

costs or investment and anticipated rewards (Lieshy& Churchill 1979,miller 1979,

woodruff etal,1983)

2. Ideal product or service performance the consumers ideal level or

performance (Liechy& Churchill 1979,miller 1979).

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 CHAPTER THREE

METHODOLOGY

3.1 Research Design

The research design approach adopted in this work is the survey research

techniques. This is as a result of the descriptive nature of the nature as it attempts

to assess the impact of radio advertising and consumer perception of Joemex

textile industries, Aba.

The survey approach appeared best suited for this work since it is not quite

feasible to interview the entire population. Furthermore, in surveys, there are fixed

sets of questions and responses that are systematically classified, so that

quantitative comparisons can be made.

3.2 Selection of Data

Data for this work generated from two major sources; primary and secondary

sources.

Primary Source

The questionnaire that formed one major source of data. As matter of fact, the

entire Joemex textile industries, Aba were covered to administer this source of

data. Nevertheless, personal interviews were also conducted to smoothen some

views for a more efficient research.

The secondary source is known from past works (published and

unpublished).Sources of secondary data include all the published and unpublished

works drawn from universities, national, state and local libraries, such materials as

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newspapers, newsletters, magazines, business weeklies, seminar papers and

textbooks.

3.3 Collection Of Data

For the necessary information about the research to be obtained, questionnaire

is the instrument used for data collection.

3.4 Population Of The Study

General study on Joemex textile industry, Aba concentrating on the marketing

and advertising unit of the Joemex textile industry Aba has 30(thirty) workers,

consumers also formed population of the study.staff out of the 30 customer

(consumers sample 20 agreed that they will patronize Joemex textile industry

while 10 do not agree.

3.5 Sample Size Determination

Census method was used in the study indicating that all the staff numbering 30

where used in the study.this is because of the smallest of the sample.

In determining the sample size of consumers’ topman's formula was used, this

is because the population was unknown.

n=Z2pq

Where:n=sample size

Z2= The value of Z score associated with the degree of confident selected
(1.96)2
P=probability of positive response

q =probability of negative response

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 e2= Tolerance error or error of margin (10%)

Solution

n =?

z2=1.962

p= 20 =0.7
30

q= 10 =0.3
30

e= 10% =0.01

n = (1.96)2×0.7×0.3
(0.01)2

n= 3.8416×0.21
0.0001

n= 0.806736
0.0001

n=81

3.6 Sampling Design

In order to ensure that every member of the population was given chance to be

sampled and for the reduction of statistical bias, the researcher employed the

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simple random sampling technique.this means that the customers sample was

randomly selected without prejudice.

3.7 Validity of Instrument

The basic stand of the instrument used in this research is a structured

questionnaire. It is through this that the researcher was able to generate data.the

questionnaire was formed in two selections; section "A" covers the personal

information of the respondents while section"B" was based on the content of the

study itself. Impact if radio advertising on consumer perception of Joemex textile

industry Aba.

3.8. Reliability Of Instrument

The reliability shows how consistency responses in the question asked by the

researcher the reliable measures obtains identical response from the same

respondents. The researcher asked the respondents the same question repeatedly,

and the answer supplied was the same meaning that the instrument is test-re-test

method.

3.9. Data Analysis Techniques

Tables frequency percentage where used as simple statistical techniques in

analyzing the data. The questionnaires used in the study were of dichotomous in

nature which warranted the use of statistical techniques called chi-square in

analyzing the data. Another reason for adopting the chi-square the fact that the

project topic was not in any way not compare two phenomena. The analysis was

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therefore,based on these primary data source which was analysed with the

statistical techniques of chi-square (x)2. the formula for chi-square is given:

X2 = E (0 – E) 2

X2 = Chi-square

E = Summation

O = Observed frequency

E = Expected frequency

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 CHAPTER FOUR

4.1 DESCRIPTIVE DATA PRESENTATION AND ANALYSIS

The distribution and collection of questionnaire were done here. A clearer view

of the data and it graphical presentation can be seen in Appendix A of this work. A

total of 81 questionnaire distributed were all collected and recorded, as there was

no non-response recorded during data collection. This is as result of the sample

size used, which were manageable and easier to handle by the researcher in

making sure that the entire questionnaires sent out were received.

4.2 DATA ANALYSIS

TABLE1: THE SEX OF RESPONDENT

Frequency Percent Valid Percent Cumulative Percent

Valid MALE 46 56.8 56.8 56.8
FEMALE 35 43.2 43.2 100.0
Total 81 100.0 100.0
Source: SPSS Output of Authors Field Survey 2021.

Table1 shows the sex of the respondent sampled during the survey. The

descriptive statistics on the table showed that 56.8% of male against 43.2% of

female responded to the questions.

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 TABLE2: THE AGE RANGE OF RESPONDENT
Cumulative
Frequency Percent Valid Percent Percent
Valid 18-25YRS 20 24.7 24.7 24.7
26-40YRS 27 33.3 33.3 58.0
41-55YRS 28 34.6 34.6 92.6
56YRS and 6 7.4 7.4 100.0
ABOVE
Total 81 100.0 100.0
Source: SPSS Output of Authors Field Survey 2021.

Table2 shows the age distribution of respondents. The table shows that 24.7%

are from age range 18-25yrs, 33.3% are within age range 26-40yrs, and 34.6% are

from age range 41-55yrs, while 7.4% are from 556yrs and above.

TABLE3: THE MARRITAL STATUS OF RESPONDENT

Frequency Percent Valid Percent Cumulative Percent
Valid MARRIED 40 49.4 49.4 49.4
SINGLE 30 37.0 37.0 86.4
DIVORCED 11 13.6 13.6 100.0
Total 81 100.0 100.0
Source: SPSS Output of Authors Field Survey 2021.

This Table shows the distribution of the marital status of respondent. The

descriptive statistics on the table shows that 49.4% of the respondents are married,

37% of the respondents are single, and 13.6% of the population of the respondents

are divorced.

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 TABLE4: THE EDUCATINAL QUALIFICATION OF RESPONDENT
Frequency Percent Valid Percent Cumulative Percent
Valid ILLITERATE 12 14.8 14.8 14.8
FSLC 10 12.3 12.3 27.2
GCE/WAEC 32 39.5 39.5 66.7
HND/B.Sc 22 27.2 27.2 93.8
PhD 5 6.2 6.2 100.0
Total 81 100. 100.0
0
Source: SPSS Output of Authors Field Survey 2021.

Table4 above shows the educational qualification of the respondent. It reveals

that among the population of the respondent 14.8 were illiterate, 12.3% has FSLC,

39.5% holds GCE/WAEC, 27.2% has HND/B.Sc , and only 6.2% with PhD.

TABLE5: CONSUMER PERCEPTION OF VARIOUS PRODUCTS

THROUGH VARIOUS MEDIA/MANAGEMENT USAGE OF VAROUS
MEDIA
Frequency Percent Valid Percent Cumulative Percent
Valid RADIO 38 46.9 46.9 46.9
MAGAZINE 26 32.1 32.1 79.0
NEWSPAPE 17 21.0 21.0 100.0
R
Total 81 100. 100.0
0
Source: SPSS Output of Authors Field Survey 2021.

The question on this table is looking at consumers’ perception of various

products through various management usages of media. 46.9% say it is radio,

32.1% implied that it is magazine, while 21% perceive newspaper to be the idea

media.

30
FEATURES THAT MAKES RADIO ADVERTISING VERY EFFECTIVE IN
CONSUMER PERCEPTION?
Cumulative
Frequency Percent Valid Percent Percent
Valid IT IS PAID FOR 35 43.2 43.2 43.2
IDENTIFIED SPONSOR 28 34.6 34.6 77.8
NON PERSONAL 18 22.2 22.2 100.0
PRESENTATION
Total 81 100.0 100.0
Source: SPSS Output of Authors Field Survey 2021.

The features that makes radio advertising very effective in consumers

perception is the object of analysis here. 43.2% said it is because it is paid for,

34.6% said it is identified sponsor, while 22.2% saw it as in-personal presentation.

IMPRESSION RADIO ADVERTISING CREATE ON CONSUMER

PERCEPTION
Cumulative
Frequency Percent Valid Percent Percent
Valid GET ATTENTION 23 28.4 28.4 28.4
AROUSE 37 45.7 45.7 74.1
INTEREST
BUILD DESIRE 21 25.9 25.9 100.0
Total 81 100.0 100.0
Source: SPSS Output of Authors Field Survey 2021.

The question on the impression that radio advertising creates on consumers’

perception is the bordering issue here. 28.4% says that it get attention, 45.7% says

that it arouse interest, while 25.9% saw something that build desire.

31
 4.3: TESTING OF HYPOTHESIS

In this section the hypothesis formulated in chapter one of this research are

tested and claims validated. The four research hypothesis of this work were

validated as follows

STATEMENT OF HYPOTHESIS

H 0: Radio advertising and consumer perception as a factor does not have

significant effect on Joemex textile industry.

H 1: Radio advertising and consumer perception as a factor has significant

effect on Joemex textile industry

Level of Significant: α =0.05

Test Statistic: Chi-Square distribution Analysis was used to rate the frequency of

agreement of the respondent on an opinion.

Rejection Rule: Reject H 0 if P−value (Sigvalue)<α =0.05, otherwise accept.

Statistical Software Output (SPSS)

Test Statisticsa
N 81
Chi-Square 376.959
df 10
Asymp. Sig. .000
a. Friedman Test

DISCUSSION OF RESULT

32
 Since P−value ( Asymp . Sig )=0.00< α =0.05, indicate that the responses of the

respondents are statistically significant at alpha level α =0.05 under 2-tailed test

respectively.

Based on the data before me, there is sufficient evidence to reject the null

hypothesis and accept the alternative. Therefore, we conclude that Radio

advertising and consumer perception as a factor has significant effect on Joemex

textile industry.

33
 CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

5.1 Summary of Findings

This research work “impact of radio advertising on consumer perception in

Joemex Textile Industry Aba” as a study have made the following findings. The

work revealed that the radio advertising and consumer perception as a factor has

significant effect on Joemex Textile Industry, Aba.

Table 4.5 Above indicate that consumers’perception of various products through

various management usages of media, 46.9% say it is radio, 32.1% implied that it

is magazine, while 21% perceive newspaper to be the idea media.

Table 4.6 Revealed that 43.2% said that advertising is paid for 34.6% said that it is

identified sponsor, while 22.2% saw it as in-personal presentation. Table 4.7

shows that 28.4% says that radio advertising get one’s attention, 45.7% says that it

arouse interest, while 25.9% saw something that build desire.

5.2 Conclusion

It is concluded that radio advertising does not have significant relationship on

consumer perception.

Table 5 chapter 4 concluded that the radio advertising have a significant

relationship on consumer perception.

Table 6 chapter 4 also concluded that the radio advertising is very effective in

consumer perception.

34
5.3 Recommendations

Following the finding study, we can make the following recommendations:

Since radio is the most effective media through which products awareness is

created and of course, through these means advert messages reach and influence

consumers, there is every need to step up action to improve on whatever state of

the media. 34.6% believed it is identified sponsor as reason and the percentage is a

controlling one which means that the radio advertising should increase in their

service quality that will help in the radio advertising and consumers perception.

We recommend that future researchers should concentrate on identifying why

these medium do not create equal impact on the consumers with a view to making

useful impact.

5.4 Limitations of the Study

The limitations include the following: the time within which the research work

was completed was too limited. There were difficulties, therefore in sticking a

balance between time for this study and demand of other courses that are of

comparable relevancies. Gathering of materials to produce this research work was

a tough task, this was as a result of high cost of fuel which influences transport

fare so high with this much money was spent to travel out to the to the case study

environment for the collection of data, buying of stationary to run questionnaire

into time to time for necessary scrutiny. So it was difficult to adequately meet

these cost and responsibilities.

35
5.5 Suggestions for Further Studies

The researcher suggests that further research should be carried out on the

following:

a. Impact of radio advertisement on buying behavior of Joemex textile

industry

b. Effectiveness of radio as an advertising medium Joemex textile industry

c. Impact of media advertisements on consumer behavior of Joemex Textile

Industry.

5.6 Contributions to Knowledge

This study will improve to expand an already existing empirical work that has not

been researched by the previous scholars and also it will be guide to other

researchers that may research on the same topic.

36
 REFRENCES
Agwu (1990): Management: An Introduction and The Nigeria Perspective; Faculty
of Business Administration University of Nigeria.

Boone E, Louis et al (1976): Contemporary Business. U.S.A. The Dryden press.

International Edition.

Futreel Charles (1987): Personal Selling: USA, Business one IRWN Homewood

Jerkins Frank (1987): Introduction to Marketing Advertising and Public Relative ,

London, Macmilliam Publishers Limited.

Kotler, Philip (1988): Marketing Management: Analysis, Planning,

implementation and Control, New Denim. Prentice Hall International 6 th
Edition.

Okeke A.O (1994): Formulation Statistics for Business Decision. Enugu Hms
Promotion 1st Edition

Pride W.M and Perrel O.C. (1989): Marketing: Concept and Strategic Hougton
Nafilin Company.

Stanton, William J (1981): Fundamental of Marketing: Kogakusha, Mc-Gram Hill

in 6th edition

Udeagha, Anthony (1995): Principle and progress of Marketing: Enugu, J.T.C

Publishers 1st edition.

37
 APPENDIX A

Letter of IntroductionFor staff

Department of Marketing
Akanu Ibiam Federal Polytechnic,
Unwana
P.M.B. 1007,
Afikpo
Ebonyi State
19/02/2021

Dear Respondent,

REQUEST FOR RESEARCH ASSISTANCE

I am a final year student of HND marketing department of Akanu Ibiam

Federal Polytechnic Unwana, executing a research on the topic “Impact of Radio

Advertising on the consumer perception of Joemex Textile, Aba.

Please respond to the following questions to enable me generate data for a

successful completion of my project. All information supplied shall be used only

for academic purpose and shall be treated with strict confidence not to indicate

your name or address.

Yours faithfully,

Ndubuisi Peace Tochi

2018/HND/25855/MKT
Researcher

38
 QUESTIONNAIRE FOR STAFF
Introduction: Please tick where necessary

SECTION A

Personal Information

1. Sex. Male Female

2. Age. 18-25 26-40 41-55 56 and above

3. Marital Status. Married Single Divorced

4. Educational qualification. FSLC Illiterate GCE/WAEC

HND Ph.D

5. Occupation . Consumer/Customer Middle Men

Producer

6. Which of the promotional tools are consumer more aware of? Radio

advertising Sales promotion Television Advertising

News Paper Advertising

7. What is the assessment of Joemex Textile Market with other markets Staff?

Larger than producer can cope Just enough to cope

Less than producers can cope

8. Consumer perception of various products through various

media/management usuage of various media. Radio Magazine

News Paper

39
9. In what way can increase in radio promotions result in an increased positive

impact on consumer perception? Cost Effective More Memorable

Selective Targeting Time Efficiency

10. Which feature makes radio advertising very effective in consumer

perception? It is paid for Identified Sponsor

Impersonal Presentation

11. Which of the following can be identified as the strength of radio advertising

on consumer perception? Mass Coverage Low Cost

Creativity

12. What impression will radio advertising create on consumer perception?

Get attention Arouse Interest Build desire

13. Which of the advertising practice can be viewed as unfair and deceptive by

consumer? False Information False Testimonies

Misleading comparation

14. What ethical code stipulate advertisement? Legal, decent, Honest and

respectful Enhance public confidence in advertising

High sense of social responsibility

15. What are the impacts of radio advertising on consumers perception of

Jomex Textile Industry, Aba? To Educate the consumers To

entertain consumers To Inform consumers/customers

40
41
 Letter of IntroductionFor Consumers

Department of Marketing
Akanu Ibiam Federal Polytechnic,
Unwana
P.M.B. 1007,
Afikpo
Ebonyi State
19/02/2021

Dear Respondent,

REQUEST FOR RESEARCH ASSISTANCE

I am a final year student of HND marketing department of Akanu Ibiam

Federal Polytechnic Unwana, executing a research on the topic “Impact of Radio

Advertising on the consumer perception of Joemex Textile, Aba.

Please respond to the following questions to enable me generate data for a

successful completion of my project. All information supplied shall be used only

for academic purpose and shall be treated with strict confidence not to indicate

your name or address.

Yours faithfully,

Ndubuisi Peace Tochi

2018/HND/25855/MKT
Researcher

42
 QUESTIONAIRE FOR CONSUMERS
Introduction: Please tick where necessary

SECTION B

Personal Information

1. Sex. Male Female

2. Age. 18-25 26-40 41-55

56 and above

3. Marital Status Married Single Divorced

4. Educational qualification. FSLC Illiterate GCE/WAEC

HND Ph.D

5. Occupation . Consumer/Customer Middle Men

Producer

6. Which of the promotional tools is consumer more aware of? Radio

Advertising Sales Promotion Television Advertising

Newspaper Advertising

7. What is the assessment of Joemex Textile markets with other markets?

Larger than producers can cope Just enough to cope Less

than Producers can cope

8. Consumer perception of various products through various media.

Radio Magazine News paper

43
9. In What way can Increase in radio promotions result in an increased

positive impact on consumer perception? Cost effective

More memorable Selective Targeting Time Efficiency

10. Which features makes radio advertising very effective perception?

It is paid for identified sponsor Non-personal Presentation

11. Which of the following can be identified as the strength of radio

advertising on consumer perception? Mass Coverage

Low Cost Creativity

12. What impression will radio advertising create on consumer perception?

Get attention Arouse Interest Build desire

13. What ethical code stipulates advertisement? Legal, decent, honest and

respectful Enhance Public confidence in advertising High

sense of social responsibilities

14. What are the advantages of radio advertising on consumers’ perception of

Jeomex Textile Industry, Aba? Radio advertising triggers quick sales

It builds long term image for the product it is expensive

It reaches masses of geographical spread

44
APPENDIX A

Frequency Table

THE SEX OF RESPONDENT

Frequency Percent Valid Percent Cumulative Percent
Valid MALE 46 56.8 56.8 56.8
FEMALE 35 43.2 43.2 100.0
Total 81 100.0 100.0

THE AGE RANGE OF RESPONDENT

Cumulative
Frequency Percent Valid Percent Percent
Valid 18-25YRS 20 24.7 24.7 24.7
26-40YRS 27 33.3 33.3 58.0
41-55YRS 28 34.6 34.6 92.6
56YRS AND 6 7.4 7.4 100.0
ABOVE
Total 81 100.0 100.0

THE MARRITAL STATUS OF RESPODENT

Frequency Percent Valid Percent Cumulative Percent
Valid MARRIED 40 49.4 49.4 49.4
SINGLE 30 37.0 37.0 86.4
DIVORCED 11 13.6 13.6 100.0
Total 81 100.0 100.0

45
 THE EDUCATINAL QUALIFICATION OF RESPODENT
Frequency Percent Valid Percent Cumulative Percent
Valid ILLITERATE 12 14.8 14.8 14.8
FSLC 10 12.3 12.3 27.2
GCE/WAEC 32 39.5 39.5 66.7
HND/B.Sc 22 27.2 27.2 93.8
PhD 5 6.2 6.2 100.0
Total 81 100.0 100.0

THE OCCUPATION OF RESPONDENT

Valid
Frequency Percent Percent Cumulative Percent
Valid FARMER 26 32.1 32.1 32.1
CIVIL/PUBLIC 33 40.7 40.7 72.8
SERVANT
BUSINESS MAN 22 27.2 27.2 100.0
Total 81 100.0 100.0

THE PROMOTIONAL TOOLS THECONSUMERS ARE MORE AWARE OF?

Frequency Percent Valid Percent Cumulative Percent
Valid RADIO 22 27.2 27.2 27.2
ADVERTISING
SALES 21 25.9 25.9 53.1
PROMOTION
TELEVISION 22 27.2 27.2 80.2
ADVERTISING
NEWSPAPER 16 19.8 19.8 100.0
ADVERTISING
Total 81 100.0 100.0

46
THE ASSESSMENT OFJOEMEX TESTILE MARKETS WITH OTHER
MARKETS
Frequency Percent Valid Percent Cumulative Percent
Valid LARGER THAN 23 28.4 28.4 28.4
PRODUCER CAN
COPE
JUST ENOUGH TO 43 53.1 53.1 81.5
COPE
LESS THAN 15 18.5 18.5 100.0
PRODUCER CAN
COPE
Total 81 100.0 100.0

CONSUMER PERCEPTION OF VARIOUS PRODUCTS THROUGH

VARIOUS MADIA/MANAGEMENT USAGE OF VAROUS MEDIA
Frequency Percent Valid Percent Cumulative Percent
Valid RADIO 38 46.9 46.9 46.9
MAGAZINE 26 32.1 32.1 79.0
NEWSPAPER 17 21.0 21.0 100.0
Total 81 100.0 100.0

FEATURES THAT MAKES RADIO ADVERTISING VERY EFFECTIVE IN

CONSUMER PERCEPTION?
Frequency Percent Valid Percent Cumulative Percent
Valid IT IS PAID FOR 35 43.2 43.2 43.2
IDENTIFIED 28 34.6 34.6 77.8
SPONSER
INPERSONAL 18 22.2 22.2 100.0
PRESENTATION
Total 81 100.0 100.0

47
 IMPRESSION RADIO ADVERTISING CREATE ON CONSUMER
PERCEPTION
Cumulative
Frequency Percent Valid Percent Percent
Valid GET ATTENTION 23 28.4 28.4 28.4
AROUSE 37 45.7 45.7 74.1
INTEREST
BUILD DESIRE 21 25.9 25.9 100.0
Total 81 100.0 100.0

THE ADVANTAGES OF RADIO ADVERTISING ON CONSUMERS PERCEPTION

OF JOEMEX TEXTILE INDUSTRY, ABA.
Frequency Percent Valid Percent Cumulative Percent
Valid RADIO ADVERTISING 11 13.6 13.6 13.6
TRIGERS QUICK
SALES
IT BUILDS LONG 42 51.9 51.9 65.4
TERM IMAGE FOR
THE PRODUCT
IT IS EXPENSIVE 7 8.6 8.6 74.1
IT REACHES MASSES 21 25.9 25.9 100.0
OF GEOGRAPHICAL
SPREAD
Total 81 100.0 100.0

INCREASED POSITVE IMPACT OF RADIO PROMOTION ON CONSUMER

PERCEPTION
Frequency Percent Valid Percent Cumulative Percent
Valid COST EFFECTIVE 13 16.0 16.0 16.0
MORE MEMORABLE 39 48.1 48.1 64.2
TIME EFFICIENCY 20 24.7 24.7 88.9
SELECTIVE 9 11.1 11.1 100.0
TARGETING
Total 81 100.0 100.0

48
 ETHICAL CODE THAT STIPUATE ADVERTISEMENT
Frequency Percent Valid Percent Cumulative Percent
Valid LEGAL, DECENT, 23 28.4 28.4 28.4
HONEST AND
RESPECTFUL
ENHENCE PUBLIC 36 44.4 44.4 72.8
CONFIDENCE IN
ADVERTISING
HIGH SENSE OF 22 27.2 27.2 100.0
SOCIAL
RESPONSIBILITIES
Total 81 100.0 100.0

WHICH OF THE ADVERTISING PRACTICE CAN BE VIEWEDAS

UNFAIR AND DECEPTIVE BY CONSUMERS
Cumulative
Frequency Percent Valid Percent Percent
Valid FALSE 38 46.9 46.9 46.9
INFORMATION
MISLEADING 28 34.6 34.6 81.5
COMPARITION
FALSE TESTIMONIES 15 18.5 18.5 100.0
Total 81 100.0 100.0

WHICH OF THE FOLLWING CAN IDENTIFIED AS THE

STRENGHT OF RADIO ADVERTISING ON CONSUMER PERCEPTION
Cumulative
Frequency Percent Valid Percent Percent
Valid MASS 37 45.7 45.7 45.7
COVERAGE
CREATIVITY 28 34.6 34.6 80.2
LOW COST 16 19.8 19.8 100.0
Total 81 100.0 100.0
WHAT ARE THE IMPACTS OF RADIO ADVERTISING ON CONSUMERS
PERCEPTION OF JOEMEX TEXTILE INDUSTRY ABA?
Cumulative
Frequency Percent Valid Percent Percent
Valid TO EDUCATE THE 39 48.1 48.1 48.1
CONSUMERS

49
TO ENTERTAIN 23 28.4 28.4 76.5
COSUMERS
TO INFORM 19 23.5 23.5 100.0
CONSUMERS/CUSTO
MERS
Total 81 100.0 100.0

50
Bar Chart

51
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