BAKO, Z.F and ELEBODA, S.S (2019) TELEVISION ADVERTISING OF SANITARY TOWEL AND BUYING BEHAVIOUR OF FEMALE POLYTECHNIC STUDENTS IN OGUN STATE. In: 10th National Conference of the School of Management Studies, November, 2019, The Federal Polytechnic, Ilaro.
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Abstract
This paper examined the relationship between television advertising of sanitary pads and the purchasing behavior of the female users. Many organizations in recent times have invested so much into advertising using the television media. However, the efficacy of this medium of advertising is subjected to the interest of the viewers as most of the viewers do not like their other ‘interesting’ programmes being interrupted. The study’s population consisted of female students of three selected polytechnics namely; Federal Polytechnic, Ilaro; Moshood Abiola Polytechnic, Ojere, Abeokuta; and ICT Polytechnic, Itori with combined female students’ population of 7,618. A sample of 199 female students was taken based on Yamani formula and served with questionnaire as a tool of data collection. 144 copies of the questionnaire were retrieved and used for the data analysis. The quantitative data were analyzed using descriptive statistics while regression and correlation statistical tools were used to test the hypothesis of the study. The findings showed that there is a significant but weak linear relationship between television advertising and the buying behaviour of the female students (r=0.187, P<0.05), and that television advertising accounted for only roughly 12.8% of the changes in buying behavior of the female students studied (R2=0.128, P<0.05).The study concluded that exposure to television advertising has influence on the patronage of sanitary pad brands. The study therefore recommended that manufacturers of sanitary pads should invest more in television advertising that are creative, informative and rich in content.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Miss Ayomikun Ogunbadejo |
| Date Deposited: | 11 Jun 2020 15:43 |
| Last Modified: | 11 Jun 2020 15:43 |
| URI: | http://eprints.federalpolyilaro.edu.ng/id/eprint/527 |
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