ABSTRACT
In every organization, advertising has been a very important
tool in informing, persuading and educating consumers on organization goods and
services. Therefore, in this study, the aim is to analyze the adequacy of
influence of television advertising on customer behavioral patterns. The study
examined the influence of television advertisement viewing on the patronage of
First Bank PLC and a number of analytical tools were employed which yielded
results whose synopsis is adduced infra. The mean age of the bank customers was
about 36 years. Fifty one percent of the customers fell within the age bracket
of 28 and 37 years, which implied that most of them are still very young and
active. All the bank customers sampled have varying degrees of formal
education. Those who had primary education represented 5.80% while 15.00%
completed secondary education. Out of 79.10% who had tertiary education, 20.00%
had postgraduate degrees. In terms of experience, about 65% of the customers
have less than 11 years of banking experience with First Bank PLC and only
29.17% have enjoyed their bank services for less than 5 years. More so, the
customers are predominantly males (69.20%) that are married with 57.50%
representation and belong to the low income class which accounted for 60.00% of
the sample. Further results revealed that the bank customers have varying
degrees of television viewing experience with 69.20% accounting for daily
television viewing. However, the remaining 30.80% of the bank customers
encounter varying infinitesimal degree of viewing experience. Interestingly,
99.20% rated the adverts to be good. The Pearson correlation analysis on the
effect of television advert viewing on the patronage of the bank posted a
negative but insignificant coefficient (-0.038). Despite the overwhelming rate
of the bank's adverts, they could not enhance patronage. This, however, call
for total reorganization and repackaging of the adverts to reflect current
socio-economic realities and the capacity of the bank to deal with emerging
issues thereof. The adverts should be re-designed to teach and enlighten the
existing and prospective customers techniques associated with new technology
utilization. Having examined the influence of television advertising on the
Patronage of First Bank PLC, it could be observed that the findings have huge
economic implications for the bank. Despite the fact the bank is well
entrenched in Nigeria and beyond, gender disequilibrium and class
discrimination are still emerging challenges for the financial body. Although
they may be perceived as challenges, they are pragmatically huge business
opportunities which have capacity to enhance profitability and income base of
the bank.
OBIMBA, O (2021). Influence Of Television Advertising On Customer Behavior Of First Bank Of Nigeria Plc, In Umuahia Metropolis Abia State.. Repository.mouau.edu.ng: Retrieved Dec 24, 2024, from https://repository.mouau.edu.ng/work/view/influence-of-television-advertising-on-customer-behavior-of-first-bank-of-nigeria-plc-in-umuahia-metropolis-abia-state-7-2
O, OBIMBA. "Influence Of Television Advertising On Customer Behavior Of First Bank Of Nigeria Plc, In Umuahia Metropolis Abia State." Repository.mouau.edu.ng. Repository.mouau.edu.ng, 01 Sep. 2021, https://repository.mouau.edu.ng/work/view/influence-of-television-advertising-on-customer-behavior-of-first-bank-of-nigeria-plc-in-umuahia-metropolis-abia-state-7-2. Accessed 24 Dec. 2024.
O, OBIMBA. "Influence Of Television Advertising On Customer Behavior Of First Bank Of Nigeria Plc, In Umuahia Metropolis Abia State.". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 01 Sep. 2021. Web. 24 Dec. 2024. < https://repository.mouau.edu.ng/work/view/influence-of-television-advertising-on-customer-behavior-of-first-bank-of-nigeria-plc-in-umuahia-metropolis-abia-state-7-2 >.
O, OBIMBA. "Influence Of Television Advertising On Customer Behavior Of First Bank Of Nigeria Plc, In Umuahia Metropolis Abia State." Repository.mouau.edu.ng (2021). Accessed 24 Dec. 2024. https://repository.mouau.edu.ng/work/view/influence-of-television-advertising-on-customer-behavior-of-first-bank-of-nigeria-plc-in-umuahia-metropolis-abia-state-7-2