THE USE OF TV COMMERCIALS IN RETENTION OF CONSUMERS’ PATRONAGE: A STUDY OF AIRTEL NIGERIA

Abstract

Advertisement plays a very important role for any business that wants to succeed if strategic. It also can be instrumental to the expansion of any business. The media is generally accepted as a tool for passing information far and wide. Therefore, the basis of this research project was to investigate the use of TV commercials in retention of consumers’ patronage, using Airtel Nigeria as case study. The researcher equally aimed at identifying if there was any correlation between TV commercials and viewers’ purchase decision, as well as determining the extent of correlation between TV commercials and viewers’ patronage on one hand and TV advertisement and viewers’ loyalty on the other hand. Schema theory as propounded by Frederick ballet 1886 – 1969 provided the framework for the experiment reported in this study. The tool employed for gathering data was the use of questionnaires which were administered to a total number of respondents put at two hundred (200) consisting of 80 female and 120 of male respondents. The result of findings showed that there is a significant relationship between TV commercials and viewer’s purchase patronage and that TV commercials influence consumer’s decision. The study therefore recommends that Advertisement should not be limited to Social Media. Despite the increase of Social Media, television as a tool of mass media is still relevant. More TV commercials should be carried out by organizations in reaching out to their prospective customers. Also in carrying out TV commercials, advertising agencies should engage Nollywood actors and celebrities who have a perceived character by the Nigerian populace that can fit in the intended roles of commercials.