INFLUENCE OF DETTOL SOAP ADVERTISEMENTS ON OYO STATE WOMEN’S PERCEPTION AND USE OF THE BRAND

INFLUENCE OF DETTOL SOAP ADVERTISEMENTS ON OYO STATE WOMEN’S PERCEPTION AND USE OF THE BRAND

ABSTRACT

This study focused on the influence of Dettol soap advertisements on Oyo State women’s perception and use of the brand. Advertising has been regarded as a veritable tool for creating awareness for new products and existing ones too. Advertisements have also been seen to create emotional appeal to individuals rather than logical appeal. This means that advertisements create different forms of perception in the mind of consumers.

This study made use of the descriptive survey research design and it adopted the quantitative approach with population drawn from three local governments in Oyo state. The local governments, wards and streets were selected randomly while the multistage sampling technique was used in selecting the 591 respondents. The study made use of primary and secondary sources of data. Primary source of data was the research instrument (questionnaire) while the secondary sources of data included existing literature and journals. This study made use of three theories: the hierarchy of effects model, the perception theory and the protection-motivation theory. The descriptive statistical tools of frequency distribution Tables, percentages, chi-square and cross tabulation were used to analyse the data.

Findings of the study revealed that the null hypothesis was rejected while the alternate hypothesis was accepted which shows that Dettol soap advertisements significantly has an impact on the perception and use of the product. Furthermore, the cross tabulation to determine if socio-demographic factors like age and income affects consumer’s use of the brand shows that people who are between the ages of 21-30 use the product more and people who earn above N66,000 find the product very affordable. Hence, they purchase the product.

The study concluded that television is still the most used channel in getting information and getting awareness about a product as many respondents attested that they got to know about the product through it. The study also showed that a high percentage of the respondents agreed to the fact that they perceive the product as favourable and good. It was recommended that advertisements should be clear and very simple so that consumers wouldn’t find it difficult to understand and that advertisers should be more target-audience oriented. This means that advertisers should target a specific segment of the population and tailor the product to them just as this study as shown that women are responsible for taking care of the home and the family.

Keywords: Advertisements, Consumers, Perception, Use, Influence