Title Page

THE EFFECT OF AERIAL DETERGENT RADIO ADVERTISING ON THE BUYING HABIT

OF WOMEN IN JOS NORTH

BY

PATRICK PETER EJIRO

A RESEARCH PROJECT SUBMITTED TO THE DEPARTMENT OF MASS

COMMUNICATION, SCHOOL OF BUSINESS ADMINISTRATION AND

MANAGEMENT, FIDEI POLYTECHNIC GBOKO, BENUE STATE.

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF HIGHER

NATIONAL DIPLOMA (HND) IN MASS COMMUNICATION

DECEMBER, 2021
 CERTIFICATION/APPROVAL PAGE

This project has been approved as a partial requirement for the award of Higher

National Diploma (HND) in Business Administration and Management of FIDEI

POLYTECHNIC GBOKO, BENUE STATE.

…………………………… ……………………….
MR. OLUWA TIMILEHIN T. JACOB DATE
SUPERVISOR

…………………….......... …………………………
HEAD OF DEPARTMENT (HOD) DATE

……………………………….. ………………………….
EXTERNAL EXAMINER DATE
 DECLARATION

I, Declare that the original research work was carried out by the Patrick Peter Ejiro

the Department of Business Administration and Management Fidei Polytechnic

Gboko, Benue State under the supervision of my supervisor and found worthy of

approval for the award of HIGHER NATIONAL DIPLOMA (HND) in Business

Administration and Management.

…………………………….. …....…………………

DORCAS EMMANUEL AJIA DATE

 DEDICATION

This research work is dedicated to God Almighty, for the help, protection and

strength He gave me to run this program from the beginning to the end. May His

name alone be glorified.

 ACKNOWLEDGEMENT

In writing this project so many source materials were consulted. I am grateful to

the authors I made use of their materials both in paper and online, and all who

assisted me one way or another.

First and foremost I thank God for preserving my life and the care He has shown

me with loving kindness for making my academic pursuit a reality. I also want to

appreciate the immense effort my project supervisor Mr. Oluwatimilehin T. Jacob

who devoted his time in guiding, instructing and correcting the work before its

production. May God grant his every heart desires.

Also I want to appreciate my father Pastor Pedro Patrick for his care, love, support

and faith in my academic pursuit once more. I love you.

 TABLE OF CONTENT

Title page

Certification

Dedication

Acknowledgement

Table of Content

Abstract

CHAPTER ONE

INTRODUCTION
1.1 The background to the Study

1.2 Statement of the Problem

1.3 Aims and Objective of the Study

1.4 Research Questions

1.5 Hypothesis

1.6 Significance of the Study

1.7 Scope of the Study

1.8 Operational Definition of Terms

CHAPTER TWO

REVIEW OF RELEVANT LITERATURE

2.1 Theoretical/Conceptual Framework

2.2 Brief History of Advertising

2.3 Attitude and Preference Model

CHAPTER THREE

METHOD AND PROCEDURE

3.1 Research Design

3.2 Population and Sample

3.3 Sampling Technique

3.4 Instrument of Data Collection

3.5 Method of Data Analysis

CHAPTER FOUR

RESULT AND DISCUSSION

4.1 Result

4.2 Discussion

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUCION AND RECOMMENDATION

5.1 Summary of Findings

5.2 Conclusion
5.3 Recommendation

5.4 Limitations of the Study

5.5 Suggestions of the Study

5.6 Contribution of Knowledge

REDERENCES AND APPENDICES

Appendix I

Appendix II: Questionnaire

 ABSTRACT

This study examines the effect of Ariel Detergent Radio Advertising on the buying

habit of women in Jos South. The survey method was adopted for the study. Fifty

Respondents form the sample size drawn from selected quarters in Jos South Local

Government Area of Plateau State. Opinions expressed by the respondent

(women) who use the detergent shows that Aerial Detergent advertising influence

and stimulated the buying habit of women in Jos South town. Findings of the study

show that women preference for the detergent was stimulated by radio advert of

the product. Based on the findings that emerged from the study and the

conclusion reached, some recommendations were made to improve on the quality

of the advert and boost sales.

 CHAPTER ONE

INTRODUCTION

1.1 The Background to the Study

Good advertising builds up preference in the consumers mind for a particular

brand and persuades them to try it and continue to try it. Consumers are often

influenced in their choice of goods by advertising , testimony on products from

friends and relation product loyalty developing a likeness for a particular product

because the consumer has been convinced about the good attributes and

characteristics of the product through previous use.

According to Okwechime (2006, p.1) advertising is a communication tool of

marketing, public relation, sales management, social and political mobilization. In

reaction to these studies, radio advertisement is meant to attract attention, arouse

interest, situate desire, inspire confidence or credibility and lastly promote action.

Radio advertising is slightly defined as a persuasive form of dissemination of

information about a specific idea, opinion, product or services through radio by an

identifiable sponsor for the purpose of convincing the audience to undertake a

desired action.

Radio advertising is used to create awareness and availability of the product

(Aerial Detergent) on the buying habit of women in Jos South.

In this study, the effects of advertising will be X-rayed; it will also unveil how

Aerial Detergent through radio advertising affects the buying habit of women in Jos

South. This is a form of selective demand under broad radio advertising adopted by

the manufacturer of the detergent is mostly used by women for washing of

clothes, most especially white colors and bright colors. The usage depends solely

on the choice of consumers color, it also depends solely choice of women. Also the

study exposes the effects of radio advertising on the buying habit of women. The

study would show how radio advertising moves the women up through successive

levels of the communication ladder. The steps of this communication ladder are

thus:
Ignorance (Unawareness)

Awareness

Comprehension

Preference or Conviction

Insistence to Buy

Action of Actual Purchase

1.2 Statement of the Problem

Advertising a product helps to enhance and increase sales on a particular

product. Many advertisements are very competitive in nature as they merely stress

minor differences in products and brand which serve similar purpose and are

essentially the same advertising also prompt consumers to want and presumably

to buy what they would not have ordinarily have bought if they were not exposed

to the advertisement.

Conclusively, it makes goods to be expensive more than if they were not

advertised and it is sometimes false and misleading. In essence radio advertising

creates images of the product in the mind of women. Consumes buy the product

based on the promise of continued quality, the reputation of the manufacturer and

the consumer experience.

1.3 Aims and Objectives of the Study

To find out the effect of Aerial detergent radio advertising on the buying habit of

women in Jos South. To determine the impact of advertising on women.

What are the specific messages, ideas, opinion sent by radio advertising?

To determine how effective radio advertisement influences or stimulate the buying

habit of women in Jos South.

1.4 Research Questions

In addition to seeking general improvements on radio advertising and its effect on

the buying habit of women. The study will attempt to provide answers to the

following research questions.

How do women react to radio advertising?

Is the usage and acceptance level of aerial detergent high or low due to radio

advertising given to it?

Is using radio as a medium preferable for advertising Aerial detergent?

Does radio advertising influences or stimulate the buying habit of women in Jos

South.

1.5 Hypothesis

1. Women do react to advertising.

2. The usage and acceptance level of Aerial detergent is high due to radio

advertising.

1.6 Significance of the Study

This study is significant in the sense that:

1. It will elaborate on the importance of radio advertisement.

2. It would highlight some of the limitations of radio advertisement.

3. The study will also assist women of the product, to have an understanding

of radio advertisement before purchasing the product.

 4. The result of the study in addition acts as a reference material for future

researchers in the field of advertising.

1.7 Scope of the Study

The study is limited to Jos South Local Government Area of Plateau State.

1.8 Operational Definition of Terms

Advertising: according to Bovee and Arens (1982) is a non-personal

communication of information usually paid for and usually identified with a

sponsor.

Products: they are the goods or commodities been advertised. It is an important

element in the marketing mix

Broad Advertising: under this, we have primary demand and selective demand.

The latter who is of relevance to this study involves a producer of a product

advertising his brand of that particular product.

Radio Advertising: it is a firm if dissemination of information, usually paid for by an

identified sponsors through radio.

Effects: the Oxford Advanced Learners define it as a change produced by an action,

a cause, a result or an outcome.

Women: refers to the female human being as distinguished from a girl or am man.

Habit: a behavior pattern acquired by frequent repetition or physiologic exposure

that shows itself in regularity or increased facility of performance.

Buying: to acquire the possession of or the right to by paying or promoting to pay

equivalence, especially in money.

CHAPTER TWO

REVIEW OF RELEVANT LITERATURE

2.1 Theoretical/Conceptual Framework

1. Individual Difference Theory: this refers to how individual backgrounds

influence behavior towards media messages. Certain factors are fundamentally

responsible for the difference in people’s individual psyche.

A) Human beings vary greatly in their psychological organization.

B) Biological endowment and differential learning contributes to individual

differences.

C) The individual psychological make-up that sets him or her apart from others

grows out a set of attitude, values and beliefs acquired from commercials. They

also decide on the commercial scripts that will be appropriate for the

advertisements, so that the advert will be more appealing to the intended

audiences. The advertising agency then delegates the advertising job to a voice

actor and producer for the final production of the advertisement.

2.2 Brief History of Advertising

One of the first methods of advertising was the outdoor display using an eye

catching sign on the walls of building. Archeologists have uncovered many signs

notably in the reins of ruins of ancient Rome and Pompeii the firsrt written

advertisement was evacuated in Chebes in Asia where advertising started 300BC

the advertisement offered a good Co in reward for anybody who would catch a

runway shave named “shem” in medieval times. Words of mouth praise of product

gave simple but effective form of advertising. The use of the town criers, these
town criers were citizens who read public notices around and were also employed

by merchants to show the praises of their products.

This understanding perhaps led Dryer (1982) to describe advertising as the

process of drawing attention to something or notifying somebody of something by

the word of mouth quite informally and locally with incurring great expenses.

Before the advent of printing, the town crier was the main purvey or it was no

different in Nigeria with gone in band, to attract necessary attention the town crier

paraded the length and breadth of the village in the early hours of the morning or

later in the evening with his message. Before long, Acrobatic (ajasco) dancers,

magicians, snake charmers, bicycle riders, gymnast among others joined in

advertising or promotion of goods and services, the era of enamel signs called up

at railways stations, posters and leaflets then followed.

The birth at Abeaokuta in 1859 of “Iwe Irohin fun awon ara Egba ati “jouraba”

as the first newspaper in Nigeria, published by an English Missionary, Reverend

Henry Townsend, heralded organized advertising in the country. The newspaper

and others that came after it from 1879 to 1930s provided organizations in Nigeria

a medium for advertising their goods and services. According to Jerkins (1985, p.

56) advertising is the means by which we make known when what we have to sell
or what we want to buy, who want to buy and those who want to sell both old and

new product in the market.

According to Doghe (1980, p 20) advertising is not one actually but many, it

includes the very first step of research to determine the problems and prospects of

a given product or services, design a dual writing and placement of the advertising

message to the last step of measuring the effectiveness of such a message. One of

the earliest of definitions is that of Albert Lesker Queens Bro Corporation from

New York became the first to sponsor, and it paid $100.00 sale of long island

apartments. In the following year, radio commercials began to gain popularity in

the US by the year 1930, almost 90% of all the radio stations in the county were

broadcasting commercials and they were able to generate revenue to support

their operational cost due to increase in demands for radio advertisement, radio

stations began to pre-record commercials instead of presenting them live. This

created lots of career opportunities for Americans who possessed voice talent as

well as those who were skilled in writing radio commercial script.

Radio advertising campaigns refer to the use of radio media to advertise

products and services. Radio advertising has been one of the most effective ways

to promote products and services, because the use of speech tends to be more
précised in passing a message in comparison to other forms of advertising that

utilizes print media. Hearing and speaking are the first senses that people exhibit

during their development stages. This ability of expression comes before the ability

to read or write and therefore radio advertising is a preferred medium of

advertising among many advertisers and business.

In radio advertising, radio agencies or station receive advertisement from their

clients before bilaterally deciding on the structure and modalities of the

advertisements, including the firm often referred to as the father of modern

advertising. According to Lasker, advertising is “salesmanship in print” (Bowen and

Arens). The definition predates the advent of electronic media and the evolution of

advertising to its present level of activity. Dum et al (1990) defines advertising as a

non-paid personal communication through radio or (any other medium) by

business forms, nonprofit organizations, individuals who are in some ways

identified in the advertising message and hope to inform and persuade members

of a particular audience.

History of Radio Advertising

 Radio advertising has been a part of radio broadcasting since the beginning of

the 20th century, when radio became a recognized medium of communication in

those times. Most radio stations were owned by business men who used their

stations to promote their own business. Announcements that were aired to raise

public awareness about business activities or products were essentially considered

commercials, but this was not paid commercials.

The first paid advertisement was aired in the year 1922. Many people

believed that the earliest radio commercial was the WEAF “toll broadcasting”

program by AT&T. it was introduced in August, 1922 and it offered business the

opportunity to advertise their products and services by sponsoring radio programs.

Real Estate Company.

Brief History of Radio in Nigeria

Radio started in Nigeria with the introduction of Radio distribution in the year 1933

in Lagos by British Colonial government under the department of post and

telegrams (P&T). The Radio Distribution System (RDS) was a reception base for the

British Broadcasting Corporation and a relay station, through wired system with

loudspeakers at the listening end. In 1935 the radio distribution system was

changed to radio diffusion system with the aim of spreading the efforts of Britain

and allies during Second World War through the BBC. The Ibadan station was

commissioned in 1939. Followed by the Kano station in 1944. Later a reappraisal of

radio broadcast objectives gave birth to establishment in 1950 of the Nigeria

Broadcasting Service (NBS) began broadcast in Lagos, Ibadan, Kaduna, Kano and

Enugu.
2.3 What is a Detergent?

A detergent is a surfactant or a mixture of surfactants with cleansing

properties when in dilute solutions. There are large varieties of detergents; often

they are the sodium salts of long chain alkyl hydrogen sulphate or a long chain of

benzene sulphonic acid. The most commonly found detergents are alkylbenzene

sulfonates: a family of soap likes compounds that are more soluble in hard water,

because the polar sulfonate (of detergents) is less likely than the polar carboxylate

(of soap) to bind to calcium and other ions found in hard water.

The word detergent is derived from Latin adjective detergents, from the verb

detergere, meaning to wipe or polish off. Detergent is a surfactant or a mixture of

surfactants with cleansing properties when in dilute solutions. However,

conventionally, detergent is used to mean synthetic cleaning compounds as

opposed to soap (a salt of the natural fatty acid), even though soap is also a

detergent in the true sense. In domestic contexts, the term detergent refers to

household cleaning products such as laundry detergent or dish detergent, which

are infact complex mixture of different compunds, not all of which are by

themselves detergents.

Detergency is the ability to remove unwanted substances termed ‘soils’ from

substrate (e.g clothing). Detergents are a group of compounds with an amphiphilic

structure, where each molecuke has a hydrophilic (non-polar) tail. The

hydrophobic portion of theses molecules may be straight-or branched-chain

hydrocarbons, or it may have steroid structure. The hydrophilic portion is more

varied, they may be ionic or non-ionic, and can range from a simple or a relatively

elaborate structure. Detergents are surfactants since they can decrease the surface

tension of water. Their dual nature facilitates the mixtyure of hydrophobic

compounds (like oil and grease) with water. Because air is not hydrophilic,

detergents are also foaming agents to varying degrees.

Detergent molecules aggregate to form micelles, which makes them soluble

in water. The hydrophobic group of the deterfent is the main driving force of

micelle formation, its aggregation forms the hydrophobic core of the micelles. The

micelles can remove grease, protein or soiling particles. The concentration at

which micelles start to form is the critical micelle concentration (CMC), and the

temperature at which the micelles further aggregate to separate the solution into
two phases is the cloud point when the solution becomes cloudy and detyergency

is optimal,

Detergent works better in an alkaline pH. The properties of detergents are

dependent on the molecule structure of the monomer. The ability to foam may be

determined by the head group, for example anionic surfactants are high foaming,

while nonionic surfactants may be non-foaming or low-foaming.

2.4 History of detergent

Soap is known to have been used as a surfactant for washing clothes since the

Sumerian time in 2,500 B.C. in ancient Egypt; soda was used as a wash additive. In

the 19th century, synthetic surfactants began to be created, for example from olive

oil. Sodium silicate (water glass) was used in soap making in the United States in

the 1860s, and in 1876, Henkel sold a sodium silicate based product that can be

used with soap and marketed as a “universal detergent” (Universalwaschmittel) in

Germany. Soda was then mixed with sodium silicate to produce Germanys first

brand detergent Bleichsoda. In 1907 Henkel also added a bleaching agent sodium

perborate to launch the first ‘self-acting’ laundry detergent Persil to eliminate the

laborious rubbing of laundry by hand.

 During the First World War, there was a shortage of oils and fats needed to

make soap. In order find alternatives for soap, the synthetic detergents were made

in Germany by chemists using raw material derived from coal tar. These early

products, however, did not provide sufficient detergency. In 1928, effective

detergent was made through the sulfation of fatty alcohol, but large scale

production was not feasible until low cost fatty become available in the early

1930s. The synthetic detergent created was more effective and less likely to form

scum than soap in hard water, and can also eliminate acid and alkaline reactions

and decompose dirt. Commercial detergent products with fatty alcohol sulphates

began to be sold, initially in 1932 in Germany by Henkel. In the United States,

detergents were sold in 1933 by Procter & Gamble (Dreft) primarily in areas with

hard water. However, sales in the US grew slowely until the introduction of ‘built’

detergents with addition of effective phosphate builder developed in the early

1940s. The builder improves the performance of the surfactants by softening the

water through the chelation of calcium and magnesium ions, helping to maintain

an alkaline pH, as wellas dispersing and keeping the soiling particles in solution.

The development of the petrochemical industry after the Second World War also

yielded material for the production of a range of synthetic surfactants, and

alkylbenzene sulfonates became the most important detergent surfactants used.

By the 1950s, laundry detergents had become widespread and largely replaced

soap for cleaning clothes in developed countries.

Over the years, many types of detergents have been developed for a variety

of purposes, for example, low-sudsing detergents for use in front loading washing

machines, heavy duty detergents effective in removing grease and dirt, all purpose

detergents and specialty detergents. They become incorporated in various

products outside of laundry use, for example in dishwasher detergents, shampoo,

toothpaste, industrial cleaners, and in lubricants and fuels to reduce or prevent the

formation of sludge or deposits. The formulation of detergent products may

include bleach, fragrances, dyes and other additives. The use of phosphates in

detergent, however led to concerns over the nutrient pollution and demand for

changes to the formulation of the detergdents. Concerns were also raised over the

use of surfactants such as branched alkylbenzene sulfonate

(tetrapopylenebenzzeze sulfonate) that lingers in the environment, whcich led to

their replacement by surfactants that are more biodegradable, such as linear

alkylbenzene sulfonate. Developments over the years have included the use of

enzymes, substitutes for phosphates such as zeolites A and NTA, TAED as bleach

activator, sugar based surfactants which are biodegradable and milder to skin, and
other green friendly products, as well as changes to the form of delivery such as

tablets, gels and pods.

2.5 Brief History of Ariel Detergent

Thanks to spending nearly 50 years discovering what the worlds households

need, Ariel has developed its laundry room staples over the past few decades.

In the 1960s, the washing machine launced into the launmdry room. People

all over the world rejoiced at this new, easier way of washing, but a new challenge

appeared: clothes weren’t white enough. So P&G European Technology Cnter got

to work.

1967

In 1967, Aerial burst into the scene, offering everyone around the world pristine

whites thanks to an innovative combination of an enzyme based compound with

encapsulated bleach.

1985

In 1985, the first liquid detergent from P&G brand was released, offering

outstanding grease cleaning performance.

1992

Trends change though, and in the 80s and 90s, women, as well as men wanted to

shine brighter than ever, making an impression in the most fashionable colours. As

a response to the changed wardrobe Ariel colour arrived. The 1992 innovation

offered people a bleach free, colour friendly option for their wash, brightening

those colours instead of fading them.

Through all thesw innovations, Ariel has understood how clothes can affect

your life. You clothes are as important to us as they are to you, because we knkw

how much the mean to you and what they represent: happy memories,

unforgettable stories and great moments lived together woth your loved ones.

Your clothes were there woth you and they shoukd stay with you as a momento,

and also to witness mkre and more of these moments. Ariel wants you to be able

to keep enjoying your experiences to the full and worry free, while lookind and

feeling at your best, making the most of every moment.

2001

The 2000s brought with them a change of pace, though, and we found there was

suddenly no time left in the day. This is why in 2001, liquitabs were invente, giving

the world the quickest, easiest Ariel clean yet, while still offering amazing results.
2008

In the meantime, Ariel Actlift was renamed Ariel Original, while still offering the

same legendary clean, making it an absolute must have in your laundry room. The

next breakthrough came with the introduction of Ariel Gel, which offers a

convenient bleach free way to clean clothes, even in a cold wash! Ariel Gel is a

super concentrated washing detergent that removes stains and leaves your whites

and colours brilliantly clean without damaging the fabrics.

2012

In 2012, the innovative Ariel PODS were released for the first time, becoming the

first 3 compartment liquid tab. The most advanced Ariel detergent designed to

tackle over 900 laundry challenges. Now you have more time to spend on what’s

important to you, your goals, your family and goals.

2.6 Brief History of Ariel Detergent in Nigeria

Ariel detergent was first launched in Nigeria in 1998 and started local

production of Ariel in 2006. Since then, it has been a continuous upward trend of
innovations and improvements as P&G continually provides Nigerians with the

best quality product.

P&G invests about a ten (10) billion globally in Research and Development

every year to develop new improvements in products and deliver to consumers,

products which meet global quality standards.

2.7 ATTITUDE AND PREFERENCE MODE

According to Hanson (1972) Attitude and Preference model state that

“consumers” preference is a function of communication received previously the

basic hypothesis is that consumers will choose the most preferred alternative.

Preference model does not specifically consider interaction effects among

consumers, although such effects are possible because preference are studied as

depending upon communicator, including personal communication through

advertising which carefully daft messages to appeal to specific desire and values of

the target audience.

 To include from the above reviews of related texts from scholars and

researchers, it can be said that advertising affects consumer positively to buy

through stimulating awareness of initial interest.

CHAPTER THREE
 METHOD AND PROCEDURES

3.1 Research Design

The research method used in this study is the survey method according to

Ofor (2005) survey is categorically used whenever there is population or what is

referred to as a sample frame to study. Survey design is adopted to aim on the

collection of data from the sample frame. It is also used to determine the incidence

distribution and interactive among the variables.

3.2 Population and Sample

The study focuses on using radio advertisement to influence, stimulate the

buying habit of Aerial detergent by women in Jos South, Plateau State.

In this study the target population is the women who use and buy various

detergents in Jos South, Plateau State.

3.4 Sampling Technique

It is important to note that lack of finances could not allow the

researcher to study the entire population perforce a sample size of (50) major uses

of detergents in Jos South, Plateau State was used as a representation of

customers of Aerial detergent.

 The simple random sampling technique was used to select the major

users of the various detergents in Jos South, Plateau State.

3.5 Instrument of Data Collection

Questionnaire: a questionnaire is a list of questions designed to elicit

information from specified target respondent. This thyey do, by filling in answers in

spaces provided for that purpose. Administration of the questionnaire was face to

face mwthod. Here, the questionnaire was filled by the respondent either directly

or by another person in the presence of the researcher. The major advantage is

that it is taken seriously by the respndents since the researcher iis right there. It is

faulted because of its proneness to bias. The presence of the researcher could

influence the responses given by the respondent. Classification or thr basis of how

the questionnaire is structured is close ended questionnaires. This provide fixed

answers to the questions asked and require the respondents to fill the ones

thought suitable of course, this type limits the flow of answers that can be

obtained from respondents. It is however easy to collate and analyze. This type

depends on the nature of the data been sought for and the characteristics of the

respondents. Therefore, the questionnaires were drawn to enable proper

responses to be given to the instrument.

 Questionnaires were used in gathering the needed information from the

users of the various detergents. The questionnaire was divided into sections A and

B. Section A covers the demographics like sex, age and so on while section B

consist of information concerning the research problem.

3.6 Method of Data Analysis

Akuezuilo (1990) points out the data analysis and refers to those

techniques whereby the investigators extract from the data information that were

not apparently there before and which should enable summarize description of the

subject.

The simple percentage method which involves calculations in

percentages was used to analyze the data. This method is simple and accurate.
 CHAPTER FOUR

Result and Discussion

 Data analysis according to Babbie (1986) cited by Tejumaiye (2005) is the

transformation of observation gathered in the field into a system of categories.

Simply put data analysis is making sense out of data gathered.

This chapter focuses on the presentation and analysis of data obtained from

(50) major users of various detergents in Jos South, Plateau State. Fifty

questionnaires were administered to respondents and a hundred percent return

rate was administered.

4.1 Result

Table I: Gender Distribution of Respondents

Gender Frequency Percentage

Male 15 30%

Female 35 70%

Total 50 100%

Table 4.1 shows there are more women than men respondents.
 Table II: Age Distribution of Respondents

Age (Years) Frequency Percentage

15-25 4 85%

26-35 23 46%

36-45 14 28%

46 and above 9 15%

Total 50 100%

Table II indicates the age bracket 32-35 had the highest distribution with 23

respondents (46%) this was followed by age bracket 36-45 which has 14

respondents (28%). Age bracket 15-25 had the lowest number of respondents 4

(8%)

Table III: Marital Status

Marital Status Frequency Percentage

Single 20 40%

Married 30 60%

Total 50 100%

The table III shows that there are more married respondents 30 (60%) than single

respondents of 20 (40%).

Table IV: Highest Academic Qualification

Qualification Frequency Percentage

O’Level 7 15%

OND 9 18%

HND 11 22%

B.Sc. 18 35%

Others 5 10%

Total 50 100%

Table IV shows that B.Sc qualification had the highest respondents of 18 (35%) ,

HND qualification followed second with 11 (22%) respondents. The lowest

frequency and percentage are other qualification of respondents.

 Table V: Respondents were asked to what extent radio advertisement went

Responses Frequency Percentage

Yes 38 76%

No 12 24%

Total 50 100%

Table V indicates 39 respondents (76%) received radio advertisement.

Respondents were asked if radio advertisement have influenced the buying habit

of women in Jos South

Table VI

Responses Frequency Percentage

Yes 30 60%

No 20 40%

Total 50 100%
Table VI shows that radio advertisement given to area have influenced the buying

habit of 60% of the women in Jos South.

Table VII

Responses Frequency Percentage

Omo 10 20%

Aerial 24 48%

Missbimbo 7 24%

Elephant 6 12%

Others 3 8%

Total 50 100%

Table VII shows that Aerial was given much radio advertisement.

Table 8 was asked if the radio advertisement given to aerial detergent stimulates

the buying habit of women in Jos South.

 Table VIII

Responses Frequency Percentage

Yes 40 70%

No 10 30%

Total 50 100%

Table 8 shows that radio advertisement given to women stimulates 70% of

women.

Respondents were asked reasons to back up their actions.

Table IX

Respondents Frequency Percentage

Frequently advertised on 30 60%

radio

It washes better 15 30%

It is cheaper and affordable 5 10%

Total 50 100%
4.2 Discussion

In this area the following research questions will be answered, question 1,

aims to find out why radio is more preferable for advertising Aerial detergent,

table 5 shows that radio advertisement went to a large extent of 74%. Research

question 2 is posed to find out how the women react to the radio medium use.

Due to advertisement given to Aerial detergent through radio, women were

stimulated to desire the product.

Furthermore, research question 3 seeks to know the acceptable level of

Aerial Detergent due to the radio advertisement given to it. Due to the radio

advertisement which clears awareness for the product or goods, women

respondents were influenced, thus making their choice of Aerial detergent. It is

illustrated in Table 7 which indicates 27 (76%) agreeing with Yes.

More so, their acceptance and stage level was high due to the frequent

radio advertisement given to it. About 60% agreed with the reasons which

necessitated their actions. It is shown in Table 9.

 CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Finding

 The study examined the effect of Aerial Detergent radio advertisement on the

buying habit of women in Jos South. The general objective of the study includes:

1. To find out how radio advertising has helped the sale of product.

2. To determine the height at which radio advertising message influences or

stimulates the purchasing behavior and attitude of women.

3. To know if radio advertising has much relevance to women preference of

the product.

4. To identify the possible problems associated in carrying out this task. The

research employed the use of questionnaire, which contains structured

question, it was employed because it allows for uniformity of responses and

makes analysis easier.

The questionnaires were distributed in Jos South, Plateau State and 50

copies were recovered.

Finally, the survey of the population cut across just women old and young.
5.2 Conclusion

The outcome of the study shows radio advertising does actually have

relatively high degrees of effect on women preferences and generally on their

buying habit and behavior. It creates a positive image of the advertised brand and

product, and they contribute to increase in sales and having the ability to work on

women inner logic and instinct.

Majority of the women agreed that they come to know that the product

brand, tried it once and continue to accept it over and over again, against other

competing substitutes and that it is not only advertising that is required.

They revealed that for that to be done, the product must meet the advert

claims, which should be good of quality and of reasonable price and that the

product must be available when they need it,

 Radio is more useful to the women because it is less expensive and easy

to operate more so it is very portable. Advertising through radio is very expensive

because it brings the poor and the rich to the same level and also gives women

adequate information about products and goods.

5.3 Recommendations

Based on the findings of the study, the following recommendations are made:

1. The producers and marketers of Aerial detergent should make more use of

radio advertisement. This is due to the fact that people of all income and

educational composition are exposed to it.

2. Advertising should be designed to appeal to the local audience.

3. Business organizations should use radio advertising to combat force

competition, reduce monopoly and help the general public know about their

products.

4. The producers and marketers should constantly use radio advertisement and

should make it frequently.

5. They should consider the time frame of their target audience.

 6. Before advertisement they should always bear in mind who the advert is

meant for, if the audience would able to understand or encode the message

passed.

5.4 Limitations of the Study

These research works are characterized by factors such as short duration, low

person hours, size of budget and the balance between the time committed to

delivering the research itself and the time committed to managing the research.

The work is also affected by shortage of finances; this made the researcher to limit

his movement to Jos South alone.

5.5 Suggestions for further Study

The research is comprehensive enough, but more studies can be carried out to

determine other factors that may be influencing the buying habit of Aerial

detergent by women in Jos South. This will enable the entire researchers to agree

on the buying habit of Aerial detergent by women.

5.6 Contribution of Knowledge

This research will add adequate knowledge on the buying habit of women in Jos

South. The radio advertising of Aerial detergent in Jos South, will find it adequately

useful in creating awareness.

 REFERENCES

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 APPENDIX I

Department of Mass Communication,

Fidei Polytechnic Gboko,

Benue State,

16th March, 2022.

Dear Respondents,

I am a final year Higher National Diploma student of the above named institution

carrying out a study titled: “The Effect of Aerial Detergent Radio Advertisement on

the Buying Habit of Women in Jos South”.

Please feel free to complete the attached questions. Any information provided will

be treated in strict confidence.

Thank you for your anticipated cooperation.

Yours sincerely,

Researcher.
 APPENDIX II

QUESTIONNAIRE

Introduction: please tick ( ) in the box in front of the most appropriate answer,

leaving others blank. Where necessary provide your own answer.

Section A

Sex: Male ( ) Female ( )

Age: 15-25 ( ) 26-35 ( ) 36-45 ( ) 46 and Above ( )

Marital Status: Single ( ) Married ( )

Education: O’Level ( ) ND ( ) HND/BSc ( ) Others ( )

Section B
1. Are you exposed to Aerial Detergent advertisement on radio? Yes ( ) No ( )

2. Has the advertisement influenced your buying habit as it relates to Aerial

Detergent? Yes ( ) No ( )

3. Which of the detergents are given much advertisement? Omo ( ) Aerial ( )

MissBimbo ( ) Elephant ( ) Other___________________________

4. Does Aerial detergent advertisement stimulate you to purchase the product?

Yes ( ) No ( )

5. What are the unique features of Aerial detergent advertisement?

__________________________________