INFLUENCE OF SOSA DRINK ADVERTISING CAMPAIGN ON THE BUYING

BEHAVIOUR OF UNDERGRADUATES OF UNIVERSITY OF BENIN

BY

ODARO, OSEMWENGIE ABIGAIL

MAT NO: ART2000753

UNIVERSITY OF BENIN
BENIN CITY, NIGERIA

AUGUST, 2024.

i
 INFLUENCE OF SOSA DRINK ADVERTISING CAMPAIGN ON THE BUYING
BEHAVIOUR OF UNDERGRADUATES OF UNIVERSITY OF BENIN

BY

ODARO, OSEMWENGIE ABIGAIL

MAT NO: ART2000753

A RESEARCH PROJECT SUBMITTED TO THE DEPARTMENT OF MASS

COMMUNICATION, FACULTY OF ART, UNIVERSITY OF BENIN, BENIN CITY IN
PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF
BACHELOR OF ARTS (B.A) DEGREE IN MASS COMMUNICATION

AUGUST, 2024.

ii
 DECLARATION

This project work is based on a study undertaken by me, in the Department of Mass

Communication, Faculty of Arts, University of Benin, under the supervision of Prof. E. S

Asemah. All findings and analysis in the study are products of my personal research and where

the views of others have been used and expressed, they have been duly acknowledged.

________________________________
ODARO, OSEMWENGIE ABIGAIL
ART2000753

iii
 CERTIFICATION

This is to certify that this research work was duly carried out by ODARO

OSEMWENGIE ABIGAIL in the Department of Mass Communication, Faculty of Art,

University of Benin, in partial fulfilment of the requirements for the award of Bachelor of Arts

degree in Mass Communication.

__________________________ _____________________
PROF. E.S ASEMAH DATE
Project Supervisor

___________________________ _____________________
DR D.O EKHAREAFO DATE
Head of Department

iv
 DEDICATION

This research work is dedicated to Almighty God, the source of wisdom and knowledge.

v
 ACKNOWLEDGEMENTS

My profound gratitude goes to God Almighty for his infinite mercy, grace, guidance and

for seeing me throughout the course of writing this project.

My deepest appreciation goes to my project supervisor, Prof. E.S. Asemah, for his

guidance, encouragement, recommendations, corrections and insightful feedback that contributed

immensely to the success of this project.

I am also grateful to my parents, Mr. and Mrs. Osemwengie for their love, care and

support, emotionally and most especially financially which made it possible for me to complete

this project successfully.

I greatly express my gratitude to the Head of Mass Communication Department, Dr.

Ekhereafo Daniel for his immense contribution to the department of mass communication, as

well as other amazing lecturers of the department; Dr. Mrs. Comfort Obaje, Dr. Festus Olise, Mr.

Sunday Ekerikerwe, Dr. Nonso Nnabuife, Prof. Ambrose Uchenunu and others who contributed

immensely to my knowledge in the field of Mass Communication.

Special thanks to my siblings, Osemwengie Amenze, Osemwengie Efosa, Osemwengie

Enoma and Osemwengie Osagie, as well as my super amazing friend, Ateboh Miracle and my

Man O War family for their unwavering support, encouragement and the role they played in

making this project a success. I could not have done this without them.

Finally, to everyone who contributed in one way or another to the success of this project,

thank you for your support and encouragement.

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 TABLE OF CONTENTS

Cover Page - - - - - - - - - i

Title Page - - - - - - - - - ii

Declaration - - - - - - - - - iii

Certification - - - - - - - - - iv

Dedication - - - - - - - - v

Acknowledgements - - - - - - - - - vi

Table of Contents - - - - - - - - - vii

List of Tables - - - - - - - - - x

Abstract - - - - - - - - xi

CHAPTER ONE: INTRODUCTION

1.1 Background to the Study - - - - - - - 1

1.2 Statement of the Problem - - - - - - - 3

1.3 Objectives of the Study - - - - - - - 4

1.4 Research Questions - - - - - - - 4

1.5 Significance of the Study - - - - - - - 5

1.6 Scope of the Study - - - - - - - 5

1.7 Operational Definitions of Terms - - - - - - - 6

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CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.0 Preamble - - - - - - - - 7

2.1 Historical Review - - - - - - - - 7

2.1.1 History of Advertising - - - - - - - - 7

2.1.2 History of Advertising in Nigeria - - - - - - 8

2.1.3 History of Sosa drink in Nigeria - - - - - - 10

2.2 Conceptual Review - - - - - - 11

2.2.1 Understanding the Concept of Advertising - - - - 11

2.2.2 Understanding Buying Behaviour - - - - - - 13

2.3. Opinion Review - - - - - - 17

2.3.1 Advertising Campaigns and the buying Behaviour of Consumers - - 17

2.4. Empirical Review - - - - - - 22

2. 5. Theoretical Framework - - - - - - 23

2. 5.1 Social Judgement Theory - - - - - - 24

2. 5.2 Hierarchy of Effects Model - - - - - - 25

2.6. Summary of the Literature - - - - - - 26

CHAPTER THREE: METHODOLOGY

3.0 Preamble - - - - - - - 27

3.1 Research Design - - - - - - - 27

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3.2 Population of the Study - - - - - - - 28

3.3 Sample Size - - - - - - - 28

3.4 Sampling Technique - - - - - - - 29

3.5 Research Instrument - - - - - - - 30

3.6 Validity of the Instrument - - - - - - 31

3.7 Reliability of the Instrument - - - - - - - 31

3.8 Method of Data Collection - - - - - - - 31

3. 9 Method of Data Analysis - - - - - - - 31

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND DISCUSSION OF

FINDINGS

4.0 Preamble - - - - - - - 33

4.1 Data Presentation and Analysis - - - - - - 33

4.2 Discussion of Findings (Answers to Research Questions) - - - 42

CHAPTER FIVE: SUMMARY, CONCLUSION, RECOMMENDATION

5.1 Summary - - - - - - - - - 47

5.2 Conclusion - - - - - - - - 48

5.3 Recommendations - - - - - - - 48

5.4 Suggestions for Further Research - - - - - - 49

5.5 Contributions to Knowledge - - - - - - - 49

References - - - - - - - - 51
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 Appendix - - - - - - - - - 53

LIST OF TABLES

Table Page

1: Distribution of Respondents based on Age

2: Distribution of Respondents based on Gender

3: Distribution of Respondents based on Faculty

4: Distribution of Respondents based on Religion

5: Distribution of Respondents based on Marital Status

6: Distribution of Respondents based on Level

7: Respondents' View on Extent of Exposure to Sosa Drink Advertisements

8: Respondents' View on Location of Exposure to Sosa Drink Advertisements

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9: Respondents' View on the Extent of Attention Paid to Sosa Drink Advertisements -

10: Respondents' View on Rate of Purchase after Seeing Sosa Drink Advertisement

11: Respondents' View on Extent of Influence of Sosa Drink Advertisement

12: Respondent's View on Extent of Persuasion of Sosa Drink Advertisements

13: Respondent's View on Channel Most Effective for Sosa Drink Advertisements

14: Respondent's Most Persuasive Sosa Drink Advertisement Strategy

15: Respondents' Effectiveness of Sosa Drink Advertising Campaign

16: Respondents' Opinion on Age Application in Sosa Drink Advertisement

17: Respondents' Opinion on Gender Application in Sosa Drink Advertisement

ABSTRACT

This study investigates the influence of Sosa drink's advertising campaign on the purchasing
decisions of University of Benin undergraduates. Survey method was adopted to carefully collect
data from undergraduates in the University of Benin. The study anchored on the Social Judgment
Theory (SJT) and Hierarchy of Effect theory. A survey of 398 respondents revealed that social
media is the most effective channel for reaching this demographic, with eye-catching visuals
being the most persuasive strategy. This study contributes to the understanding of Sosa drink's
advertising campaign on consumer behaviour within the specific context of Mass
Communication students. Implications for advertisers and professionals in the field are
discussed, emphasising the importance of targeted advertising strategies.

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 CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Advertising has become a very powerful tool in today's world. Advertising has the

capability to influence the mindset of humans either consciously or subconsciously, affecting

how individuals perceive a product.

The strategic nature of advertising campaigns helps in driving consumer engagement and

brand perception. Advertising campaigns can be carried out through several mass medium

channels such as television, radio, newspapers, magazines, and even online platforms such as
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social media. Several studies that have been conducted on the impact of advertising on consumer

behaviour have revealed the behavioural altering capability of advertising campaigns.

Advertising is a form of communication intended to persuade an audience to purchase

products, services or adopt ideas. According to Asemah, advertising is a controlled, identifiable

and persuasive communication that is presented via the mass media and designed to develop

product demand and to create a company’s image (Asemah, 2010, p. 2). Advertising is any

communication that is paid for, identified by sponsor, directed at a target audience through the

various mass media like radio, television, billboards, newspaper, and magazine with the aim of

creating awareness about goods and services (Arens, 2008). This definition highlights the core

elements of advertising such as its paid nature, the use of mass media, and its persuasive intent.

An advertising campaign is a series of coordinated advertisements and promotional efforts

with a single idea and theme, aimed at achieving specific marketing objective within a particular

mind frame. Chimaraoke (2022) defines Advertising campaigns as 'the group of advertising

messages which are similar in nature. Chand (2017) notes that advertising campaign 'involves

designing a series of advertisements and placing them in various advertising media to reach a

desired target group'. Advertising campaigns can be very effective among university students.

This is because students, particularly undergraduates are at a point in their life where they are

forming brand preferences and consumption habits therefore their buying behaviour are more

easily influenced than older individuals in other demographics. Due to this, advertising

campaigns that are creative, relatable and engaging have a long-lasting impact on this group. In

addition, Asemah (2023) points out that the success of an advertising campaign largely depends

on the careful selection of media channels and the crafting of messages that resonate with the

xiii
target audience. This underscores the importance of media planning and message design in

maximizing the impact of advertising campaigns on consumers.

Sosa Fruit drink is a popular beverage that made its way significantly into the soft drink

market in June 2022 and has been thriving since then. Sosa fruit drink, known for its refreshing

taste and vibrant branding, has become a popular choice among young consumers. Within the

university setting, soft drinks are a staple. They are usually consumed during social gatherings,

study sessions, and as a quick refreshment between classes. Because of the strong demand of

such beverages, universities serve as an important market for soft drink brands. The presence of

campus stores help to integrate these drinks into the daily lives of students.

Advertising campaigns for Sosa fruit drink has been extensive, utilising a mix of traditional

and digital media to reach a large audience. Advertisements have been prominently displayed in

common areas and online platforms. The regularity, exposure and level of influence of these

advertisements on the University of Benin undergraduates is what this research seeks to discover.

1.2 Statement of the Problem

The Sosa drink company has invested substantial resources in advertising campaigns to

promote its products, with the aim of increasing brand awareness, driving sales, and maintaining

a competitive edge in the beverage market. However, despite these efforts, there is a lack of

understanding about the effectiveness of these campaigns in influencing the purchasing decisions

of individuals. This knowledge gap makes it challenging for Sosa Drink to optimize its

marketing efforts, allocate resources efficiently, and ultimately, achieve its business objectives.

The absence of empirical research on the effectiveness of Sosa Drink's advertising

campaign among University of Benin undergraduates is a significant concern. Without a deep

xiv
understanding of how this demographic responds to the campaign's messages, channels, and

strategies, Sosa Drink risks wasting resources on ineffective advertising tactics, missing

opportunities to engage with its target audience, and failing to differentiate itself from

competitors. Furthermore, examining the direct impact of the Sosa drink advertising campaign

on the buying behaviour of Nigerian university students is crucial due to their distinct lifestyle

preferences, media exposure, and social interactions.

Therefore, this study aims to investigate the effectiveness of Sosa Drink's advertising

campaign among University of Benin undergraduates. Specifically, it seeks to determine the

most effective channels and strategies used in the campaign, examine the extent to which the

campaign influences the purchasing decisions of this demographic, and identify areas for

improvement. By addressing these research questions, this study will provide valuable insights

for Sosa Drink to optimize its marketing efforts, enhance its brand reputation, and ultimately,

drive business growth.

1.3 Objectives of the Study

The objectives of this study were to:

1) Find out the extent of exposure to Sosa drink advertising campaign among undergraduates of

University of Benin.

2) Find out the impact of sosa drink advertising campaign on the buying behaviour of

University of Benin undergraduates.

3) Determine the most effective advertising channel and strategy used in Sosa drink campaign

as perceived by the students.

xv
4) Evaluate the extent to which age and gender affects the responsiveness to Sosa drink

advertising campaign.

1.4 Research Questions

The following questions were designed to guide this study:

1) What is the extent of exposure to Sosa drink advertising campaigns among undergraduates of

University of Benin?

2) How does Sosa drink advertising campaign influence the buying behaviour of

undergraduates at the University of Benin?

3) What advertising channel and strategy is the most effective in reaching these students?

4) How does age and gender affect the response of these students to Sosa drink advertising

campaign?

1.5 Significance of the Study

This study is significant to teachers, students, marketers and advertisers, soft drink

manufacturers, and researchers.

This study is significant to teachers as it contributes to the academic literature on consumer

behaviour and advertising effectiveness, specifically in the context of developing countries like

Nigeria. The study will also enable students of Nigerian universities to understand in a clear

manner, the influence of advertising campaign on their buying behaviour. It will also enlighten

them on how to make better purchasing decisions.

xvi
 This study is of significance to marketers and advertisers. It will provide valuable insights

on how to craft more effective advertising campaigns that target university students.

Understanding the factors influencing the buying behaviour of undergraduates can help

other soft drink manufacturers like Sosa to tailor their marketing efforts to better satisfy the

needs and preferences of this category.

The findings of this study will also help researchers in future referencing. It will help by

serving as literature (reference source) to the public, individuals and corporate bodies who want

to carry out further research on the influence of advertising campaigns on the buying behaviour

among undergraduates of Nigerian universities.

1.6 Scope of the Study

This study specifically focuses on the Sosa drink advertising campaign and its influence on

the buying behaviour of the undergraduates at the University of Benin. The scope of this study is

limited to undergraduates at the University of Benin (UNIBEN) because of the proximity to the

researcher. To this end, relevant questionnaire will be duly administered to these students.

1.7 Operational Definition of Terms

Advertisement: A notice or announcement in a public medium promoting a product, service, or

event or publicizing a job vacancy.

Advertising campaign: A series of advertisement messages that share a single idea and theme

which make up an integrated marketing communication (IMC).

Buying behaviour: The decision processes and actions of consumers when they purchase goods

and services.

xvii
Influence: The capacity to have an effect on the character, development, or behaviour of

someone or something.

Sosa drink: A specific beverage product that is the subject of this study.

Undergraduate: A university student who has not yet received a first degree.

University of Benin: A higher education institution located in Benin City, Edo State, Nigeria.

CHAPTER TWO

REVIEW OF RELATED LITERATURE

In this chapter, the researcher presents a conceptual review of necessary literature

beginning from historical review, past works on this discourse, and the theories that support this

work with a view to providing modern knowledge and insightful findings. It is explained under

the following subheadings:

History of Advertising

 History of Advertising in Nigeria

 History of Sosa Drink in Nigeria

xviii
  Understanding the Concept of Advertising

 Understanding Buying Behaviour

 Advertising Campaigns and the Buying Behaviour of Consumers

Advertising Campaigns and the Buying Behaviour of Youths

 Empirical Review

Theoretical Framework

Summary

2.1 Historical Review

2.1.1 History of Advertising

According to Bel-Molokwu (2000), advertising is as old as man. The word 'advertising' has

roots in the Latin language. It traces back to the Latin word 'advertire' which means 'to turn the

mind towards'. Advertising has advanced tremendously since its inception in ancient civilisations

where simple signs and oral medium were used in advertising goods and services.

The first step towards advertising came with the development of printing in the fifteenth

and sixteenth century (Adam, 2024). The invention of the printing press in the fifteenth century

allowed for widespread production of printed advertisements. According to Asemah (2010), a lot

of early advertising messages were deceptive and exaggerated.

By the nineteenth century, newspapers and magazines had risen to prominence as major

advertising platforms. Mass advertising as we know it today began in the nineteenth century and

developed with industrialisation and mass production (Asemah, 2010). The twentieth century

saw the rise of television and radio. These soon became the primary advertising media.

xix
 In modern times like we are now, the internet and social media have transformed

advertising, making it more interactive and personalised.

2.1.2 History of Advertising in Nigeria

According to NOUN (2013), modern advertising in Nigeria started with the introduction of

newspapers. Before then, the Nigerian form of advertising was town crying. Other methods used

then were signs and drawings in caves and on rocks.

Advertising in Nigeria began to gain prominence during the colonial era with print media.

The first significant foray into structured advertising can be traced back to 1859 with the

establishment of newspapers like 'Iwe Irohin' that published advertisements alongside news

articles.

Following Nigeria's independence in 1960, the advertising industry began to grow

significantly and rapidly. This period saw the rise of indigenous businesses which created an

avenue for the creation of local advertising agencies.

In 1956, the National Broadcasting Commission (NBC) was established. As a result,

television and radio emerged. By the 1970s, television and radio had become a significant

medium in the advertising industry. With time, the advertising industry began to professionalise

and regulate itself more formally. As a result of this, the Association of Advertising Agencies of

Nigeria (AAAN) was established in 1973. In the 1990s, the Nigerian advertising sector

experienced a substantial transformation. Economic reforms and deregulation widened the media

landscape, resulting in a profusion of private television and radio stations. This diversification

expanded the chances for advertising across various platforms and media.

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 The 2010s ushered in the digital revolution, which transformed Nigeria's advertising

industry. According to Asemah et al (2013), 'it is technology that drives the development of a

society'. The growing usage of the internet and mobile technology has opened up new

possibilities for advertising. Online platforms such as Facebook, Instagram, Twitter and Tiktok

have now become crucial components of modern marketing strategy due to the high traffic they

drive daily. The use of digital communication technology is becoming a part of people's

everyday life (Nkwam-Uwaoma & Asemah, 2020). People's everyday life now includes the use

of digital, social media, mobile applications and other digital communication technology,

including business people (Asemah, Nkwam-Uwaoma & Safina).

2.1.3 History of Sosa Drink in Nigeria

In 2022, Rite Foods Limited, a well-known Nigerian company that was founded in 2007 as

a division of Essay Holdings Limited, introduced Sosa Drink to the Nigerian market, pitching it

as a young and energetic brand. It soon adopted digital channels in order to interact with a

younger audience, having first concentrated its marketing efforts on conventional media like

radio and television.

Over the years, Sosa Drink has become synonymous with energy, fun, and social

interaction, specifically among young people. Its advertising campaigns have consistently

highlighted these themes, employing celebrity endorsements and interactive social media content

to retain a strong market presence. To meet the varying needs of Nigerian consumers, Sosa Drink

introduced a variety of product variants, including different packaging sizes and flavours such as
xxi
Apple, Orange, Cranberry, Passion, Mango, and Mixed Berries. This strategy not only broadened

its market reach, but also provided consumers with more options, increasing the brand's appeal.

Another thing that contributed to Sosa Drink's success in Nigeria was its distribution

method. The brand achieved extensive availability by collaborating with local distributors and

retailers. Sosa Drink was made available at supermarkets, convenience stores, kiosks, and even

roadside vendors, allowing customers to readily acquire the drink regardless of their location.

After these deliberate efforts, it did not take long for Sosa to make its mark in the world of

beverages. In 2023, Sosa Fruit Drinks was crowned the 'Outstanding New Product of the Year –

Juice' at the Marketing Edge Brands & Advertising Excellence Awards.

2.2 Conceptual Review

2.2.1 Understanding the Concept of Advertising

There abound numerous definitions of the term 'advertising'. Advertising can be defined

from various angles, each definition emphasising different aspects of its function, purpose and

impact. Advertising can be seen as a communication process, an economic activity, and a

psychological tool.

According to Asemah (2010), communication is central to every human activity. According

to Asemah et al (2021), 'no organisation or group can exist without communication'. Advertising

is not excluded. Communication is seen as the processing of passing information between two or

more people through understandable codes, signs, symbols, language etc (Asemah, 2010, p. 22).

xxii
With this definition, it is evident that advertising is a communication process as it involves

information dissemination based on understandable language. The basis of communication is the

sharing of meaning (Asemah, 2011). As a result, communication is essential in advertising.

According to Kotler (1998), advertising is a non-personal form of communication conducted

through paid media and under clear sponsorship. With this definition, the purpose of advertising

according to Kotler is to enhance probable buyers response to the organization and its offerings,

emphasising that it seeks to do this by providing information, channeling desire and by supplying

reasons for preferring a particular organizations offer. The Nigerian advertising regulatory body,

the Advertising Practitioners Council of Nigeria (APCON), now Advertising Regulatory Council

of Nigeria (ARCON), defines an advertisement as a communication in the media paid for by an

identified sponsor and directed at the target audience with the aim of imparting information

about a product, service, idea or opinion. Another definition that captures the term 'advertising'

as a communication process is 'any kind of sponsored communication that is recognized by a

sponsor, sent via a variety of media, to a target demographic, with the primary goal of boosting

product and service sales' (Asemah, Nkwam-Uwaoma & Sabo, 2023). According to Asemah

(2010), advertising is any communication that is paid for, identified by a sponsor, directed at a

target audience through various mass media like radio, television, billboards command

newspapers and magazines with the aim of creating awareness about goods and services.

Advertising as an economic activity emphasises advertising as one that supports and

facilitates the movement of goods and services from producers to consumers. Dun and Baran's

definition of advertising as 'a paid and non-personal communication through various forms of

media by business organizations, non-profit organizations, and individuals who are in some way

xxiii
identified in the advertising message and who hope to inform or persuade members of a

particular audience' further posits advertising as an economic activity (Dunn & Baran, 1987).

The goal of any advertising message is to influence attitude, perception and ultimately

behaviour. Advertising as a psychological tool emphasises advertising as a phenomenon that

creates and manages consumer perceptions and attitude towards products or services. According

to Asemah (2010 p. 29), advertising does not physically force or impell the customer to buy

opportunities, goods and services. Okwechime's definition of advertising further buttresses this

point. He defined advertising as 'any persuasive form of non-personal dissemination of

information about a specific idea, opinion, product or service through an appropriate medium of

mass communication which has been paid for by an identifiable sponsor for the purpose of

convincing the audience to undertake an action.' (Okwechime, 2009). Effective advertising is

based on understanding the audience's wants and desires and providing messages that resonates

with them in a way tailored to suit them.

A standard and all-encompassing definition that avers advertising as a communication

process, an economic activity, as well as a psychological tool can be seen in the definition

proferred by the International Advertising Association which states that advertising is 'a group of

activities aiming at inducing dissemination of information in any paid non-personal form

concerning an idea, product or service to compel action in accordance with the intent of an

identifiable sponsor'.

2.2.2 Understanding Buying Behaviour

Understanding consumers buying behaviour is a crucial aspect in knowing how to

effectively market a product or service. Buying behaviour refers to the decision-making

xxiv
processes and actions of consumers when they purchase goods and services. There are several

key factors that influence consumer behaviour including psychological factors, social factors and

personal factors.

 Psychological factors

Psychological factors comprise the thought processes that impact a consumer's purchasing

decisions. One of the main forces at work is motivation, which is the internal needs and desires

that push people in the direction of achieving particular goals. These needs can be psychological,

like the need for approval, which could lead to the purchase of branded goods or luxury goods,

or physiological, like hunger or thirst, which could motivate the purchase of food and beverages.

Another important psychological component is perception, which includes how customers

understand information and develop opinions about products. This interpretation is shaped by

attitudes, beliefs, and experiences from the past.

 Social Factors

Social factors are those that have to do with how relationships and society affect the

behaviour of consumers. Family is crucial because family members have a big influence on what

people decide to buy. Purchase decisions are also influenced by social groups, such as friends,

coworkers, and peer groups. These people influence one another by exchanging ideas and

suggestions. An individual's purchasing habits are also influenced by their social status, or place

in society. People frequently purchase goods that either reflect or improve their social standing.

 Personal Factors

xxv
 Personal factors encompass individual traits that influence consumer purchasing decisions.

Age matters a lot. Over time, people's preferences and needs change. Different life stages and

age groups have different needs and budgetary constraints. One more individual factor

influencing purchasing behavior is occupation. The kinds of products that a person needs and

their purchasing power are influenced by their job. The state of one's finances directly affects

their capacity to make purchases. A person's purchasing power is determined by their income,

savings, and level of financial stability. When the economy is struggling, people usually spend

less on frivolous things and more on necessities. In addition, lifestyle has a significant impact on

consumer behavior. A person's activities, interests, and opinions shape their lifestyle choices.

 Cultural Factors

Cultural factors also significantly shape buying behaviour of individuals by dictating the

values, perceptions, and behaviours acceptable in society. A person's culture is the collection of

fundamental beliefs, values, desires, and behaviours that they acquire from their family and other

significant social groups. It establishes which goods are deemed desirable or necessary in a given

community.

Within broader cultures, subcultures emerge, consisting of groups that share specific values

and behaviours distinct from the larger culture. These subcultures can be based on factors such as

nationality, religion, racial groups, and geographical regions. Marketing strategies often target

these subcultures to effectively reach different consumer segments. People seek out those

information which only cater to their own interests, beliefs and boost their own ego while

avoiding those ones that are contrary to their own dispositions and attack their self image

(Asemah & Edegoh, 2014).

xxvi
 Digital marketing has completely changed how companies interact with their customers,

especially young people. Due to this demographic's deep immersion in the digital world, online

environments and digital marketing strategies are crucial in influencing young people's

purchasing decisions. Young people use a lot of time on the internet, interacting with different

platforms that affect their purchasing decisions.

Understanding the buying behaviour of youths in the context of digital marketing requires

an exploration of how psychological, social, personal, and cultural factors play out in the digital

sphere.

 Psychological Factors

A key consideration in digital marketing to young people is psychological factors. Youths

can be successfully drawn in by online advertising that makes use of emotional appeal, urgency

(such as limited-time offers), and personalization.

In the digital age, visual content, user reviews, and endorsements from influencers greatly

influence perception. Young people respond very well to eye-catching ads, interesting videos,

and visually appealing social media feeds. Young consumers can form positive perceptions of

brands that use captivating stories, interesting videos, and high-quality images effectively.

Since young people frequently conduct internet research before making purchases,

education and experience are also essential. To learn about products, they rely on digital content

like blog posts, video reviews, and social media conversations. Companies may foster trust and

promote wise purchasing decisions by offering useful, educational content and communicating

openly.

 Social Factors
xxvii
 Social influences are amplified in the digital realm. Social media sites like Instagram,

TikTok, and Snapchat give young people instant access to what their friends and influencers are

purchasing and promoting, making peer influence a powerful force. Brands can effectively use

peer influence to drive purchases by producing viral content and cultivating online communities.

Family influence still exists in the digital sphere, although it frequently takes on diverse

forms. While parents continue to play a significant role in big purchase decisions, young people

want more control over their online shopping experiences. They frequently consult family

members only for larger or more important purchases because they are skilled at using digital

tools for independent research and shopping.

 Personal Factors

Individual factors like age, lifestyle, and financial circumstances play a significant role in

influencing consumer behaviour, which is now also impacted by digital trends. For example,

younger teenagers may prioritize digital entertainment, while older youths may prioritize

technology for educational or career purposes.

Economic factors are also important, as many young adults have limited disposable income

and are therefore conscious of their budgets. They are savvy consumers who use price

comparison websites, search for online discounts, and utilize promo codes.

Additionally, lifestyle choices are evident in their digital preferences, with youths often

following brands that align with their interests.

 Cultural Factors

xxviii
 Cultural factors are dynamically expressed online. Digital subcultures hold significant

influence and arise from shared interests such as gaming, music, fashion, and social causes.

These subcultures frequently have unique online communities with corresponding tastes and

ways of behaving. Brands can effectively reach these youth segments by engaging with these

subcultures authentically.

2.3 Opinion Review

2.3.1 Advertising Campaigns and the Buying Behaviour of Consumers

Advertising campaigns significantly influence the buying behaviour of consumers through

various mechanisms. These campaigns are designed to impact consumer buying behaviour

through a combination of psychological, emotional, and informational strategies.

The following are ways advertising campaigns impact consumer buying behaviour:

 Awareness and Recognition

By consistently exposing consumers to a brand through various media channels (TV, radio,

social media, etc.), campaigns ensure that the brand stays top-of-mind when consumers are

making purchase decisions.

 Information and Education

Effective advertising educates consumers about the features, benefits, and uses of a product

or service. This information helps consumers make informed decisions and can highlight the

unique selling points that differentiates the product from competitors.

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 Emotional Connection

Advertisements often appeal to consumers' emotions, creating a bond between the

consumer and the brand.

 Social Proof and Influence

Advertising often incorporates social proof, such as testimonials, reviews, and

endorsements from celebrities or influencers. Seeing others use and endorse a product can

significantly influence a consumer's willingness to buy. According to Asemah et al (2023), the

use of a well-known person in testimonial advertising is done to promote the sale of a good or

service. According to him, it is possible to achieve this through celebrity endorsements, in which

the famous person gives his or her consent for the use of their image for a particular brand.

 Perceived Value and Trust

Campaigns can enhance the perceived value of a product through messages that emphasize

quality, exclusivity, or innovation. Consistent and transparent advertising helps build trust in the

brand, making consumers more likely to choose it over unknown competitors.

 Behavioural Targeting

With advancements in digital marketing, advertising campaigns have become highly

targeted. By making use of data analytics and consumer insights, advertisers now create

personalized campaigns that addresses the specific needs and preferences of different consumer

segments.

 Persuasion and Motivation

Through persuasive techniques such as scarcity (limited-time offers), social proof

(popularity), and authority (expert endorsements), advertising campaigns can motivate

xxx
consumers to act quickly and make a purchase. These techniques exploit psychological triggers

that drive urgency and desire.

 Brand Loyalty and Retention

Long-term advertising efforts contribute to building brand loyalty. Consistent messaging

that reinforces brand values, customer satisfaction, and ongoing engagement keeps consumers

returning, thus driving repeat purchases and fostering a loyal customer base.

 Impulse Buying

Strategically placed advertisements, particularly those in digital formats, can trigger

impulse buying. Flash sales, discounts, and eye-catching visuals can prompt consumers to make

unplanned purchases, often driven by the fear of missing out (FOMO).

 Cultural and Social Influence

Advertising campaigns often reflect and shape cultural and social trends. This can influence

buying behaviour by making the brand appear more relevant and attuned to the consumers'

worldviews.

2.3.2 Advertising Campaigns and the Buying Behaviour of Youth

The online environment and digital marketing strategies significantly influence the buying

behaviour of youths. Social media, e-commerce platforms, and online reviews are central to their

purchasing decisions. To effectively reach and influence young consumers, businesses must

adopt innovative digital marketing strategies that resonate with their preferences and behaviours.

The following online and marketing influences can effectively capture the attention and loyalty

of the youth market.

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 Influencer Marketing

Collaborating with influencers who have a strong following among youths can be highly

effective. Influencers, especially those who are relatable and authentic, can create a strong

connection with their audience and drive purchasing decisions.

 Content Marketing

Creating engaging and valuable content that appeals to young consumers is essential. This

includes blog posts, videos, podcasts, and social media content that are in line with their interests

and lifestyles. Brands that produce content around topics such as fashion, technology, gaming,

and health are more likely to capture the attention of youths. Interactive content, such as quizzes,

polls, and challenges, can further enhance engagement.

 Personalization and Targeted Advertising

Personalization is crucial in digital marketing for youths. Leveraging data and analytics to

understand their preferences and behaviours allows businesses to deliver targeted ads and

personalized recommendations.

 Mobile Optimization

Since young consumers are heavy users of mobile devices, ensuring that websites and

online shopping platforms are optimized for mobile use is critical. This includes having a

responsive design, fast loading times, and a seamless mobile shopping experience. Mobile apps

with user-friendly interfaces and features such as one-click purchasing and push notifications can

enhance engagement and drive sales.

 Social Commerce

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 Integrating shopping features directly into social media platforms, known as social

commerce, is becoming increasingly popular. Platforms like Instagram, TikTok and Facebook

allow users to shop directly through posts, stories, and ads without leaving the app. This

seamless integration of social media and e-commerce provides a convenient and engaging

shopping experience for young consumers.

 Engagement Through Gamification

Gamification involves incorporating game-like elements into marketing strategies to

increase engagement and loyalty. Loyalty programs, contests, and challenges that offer rewards

or recognition can motivate young consumers to interact more with the brand. For example, a

fashion brand might create a style challenge on Instagram, encouraging users to share their

outfits for a chance to win a prize.

 Sustainability and Ethical Marketing

Young consumers are increasingly conscious of environmental and social issues. Brands

that demonstrate a commitment to sustainability, ethical practices, and social responsibility can

resonate strongly with this demographic. Highlighting eco-friendly products, sustainable

sourcing, and community initiatives in marketing campaigns can attract youths who prioritize

these values.

2.4 Empirical Review

Belch and Belch (2018) in their study titled 'Advertising and Promotion: An Integrated

Marketing Communications Perspective', utilized a combination of survey and experimental

methodologies to investigate how increased exposure to advertising boosts brand recognition and

recall. Their findings showed that increased exposure to advertising significantly boosts brand
xxxiii
recognition and recall, which in turn can drive purchasing decisions. This effect is particularly

pronounced among younger consumers, who are more responsive to advertising stimuli

compared to older demographics.

In the study 'The Influence of Facebook Advertising on Cognitive Attitudes Amid

Generation Y', Duffett (2015) used a quantitative research design, deploying structured

questionnaires to measure the impact of social media advertising on the attitudes and purchasing

behaviours of undergraduate students. His findings revealed that social media advertising

significantly influences young adults due to its interactive and engaging nature.

Similar studies targeting undergraduate populations have provided insights into how this

demographic responds to advertising. Smith, Fischer, and Chen (2012) in their study titled 'How

Does Brand-Related User-Generated Content Differ Across YouTube, Facebook, and Twitter?'

used content analysis and surveys to examine the impact of fast-food advertising on college

students. Their findings indicated a significant correlation between advertising exposure and

increased consumption of advertised products.

Huang and Chen (2017) conducted a systematic review of social media advertising

effectiveness, titled "Social Media Advertising Effectiveness: A Systematic Review". They

employed a systematic review research method for this study. Their findings showed that social

media has emerged as a particularly effective platform for engaging young adults, offering

opportunities for personalized and interactive advertising.

Furthermore, studies have investigated the role of age, gender, and other demographic

factors in shaping consumer responses to advertising. Meyers-Levy (1989) conducted a study

titled "The Influence of Gender on Message Processing" using an experimental research method

xxxiv
to investigate how males and females differ in their cognitive responses to advertising messages.

The study found that males favour analytical messages, while females favor narrative messages.

The study suggests that advertisers should consider tailoring their messages to their target

audience's gender.

2.5 Theoretical Framework

Theories play a central role in scholarship and gives us ways to organize bodies of

knowledge (Reinard, 2001). A theory is a set of assumptions, propositions or accepted facts that

attempt to provide the plausible or rational explanation of cause-and-effect relationship among a

group of observed phenomenon (Business dictionary, 2017 as cited in Asemah, Nwammo &

Nkwam-Uwaoma, 2017).

Indeed the goal of research is to generate theoretical explanations for phenomenon. Social

Judgment Theory and the Hierarchy of Effects model are investigated in this study to analyse

how advertising impacts consumer behaviour and decision-making process among university

students.

2.5.1 Social Judgment Theory (SJT)

Social Judgment Theory, developed by Carolyn Sherif, Muzafer Sherif, Roger Nebergall,

and Carl Hovland in 1961, is a significant framework in the realm of persuasion and attitude

change. This theory emphasizes the cognitive processes individuals undergo when evaluating

messages and making judgments. It is a theory that suggests that people's stand on an issue

depends on three factors: their anchor, alternatives, and ego-involvement, and categorizes their

responses into three latitudes: acceptance, rejection, and non-commitment.

The key concepts of this theory are:

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 Anchor Point: The core belief or attitude of an individual regarding a particular issue. For

example, undergraduates may have an existing preference for healthy beverages.

 Ego-involvement: This refers to the personal significance or importance of an issue to an

individual. When a person is highly ego-involved with a particular issue, they are more likely

to have strong, well-defined opinions about it, and any messages or persuasive attempts

regarding that issue are scrutinized more rigorously.

 The Latitude of Acceptance: Within this range are opinions that one accepts. This is where

individuals place attitudes they consider acceptable. When a piece of information is situated

in this range, the receiver will give it more creditability and tend to agree with it and adapt to

it.

 The Latitude of Rejection: This is where individuals place attitudes they consider

unacceptable or objectionable.

 The Latitude of Non-commitment: This is where people place attitudes they find neither

acceptable nor rejectable.

This theory was adopted by the researcher in this study because it helps examine how the

Sosa drink advertising campaign aligns with the attitudes of students and navigates their latitudes

of acceptance. Understanding the students' anchor points and their levels of ego-involvement can

guide the creation of persuasive messages that are more likely to be accepted and lead to the

desired behaviour change.

2.5.2 Hierarchy of Effects Model

This model was created by Robert J. Lavidge and Gary A. Steiner in the 1961. The

Hierarchy of Effects model is a foundational framework in advertising and consumer behaviour

xxxvi
research that describes the sequential stages a consumer goes through in response to an

advertising message before making a purchase decision. This model is based on behavioural

psychology and posits that consumers move through a series of Cognitive (thinking), Affective

(feeling), and Conative (doing) stages as they are exposed to an advertisement. The Hierarchy of

effects model includes six stages:

 Awareness: The consumer becomes aware of the product.

 Knowledge: The consumer gains knowledge about the product's value, its features and

benefits.

 Liking: The consumer develops a favorable attitude toward the product.

 Preference: The consumer prefers the product over competing brands.

 Conviction: This is the decision-making stage. The consumer forms a firm intention to buy

the product.

 Purchase: Here, the consumer finally purchases the product.

Employing the Hierarchy of Effects model in this study will enable the researcher evaluate

the students progress along the buying journey in response to the Sosa drink advertising

campaign. It will help in understanding the cognitive and affective processes that leads to the

behavioural outcome (purchase).

2.6 Summary of the Literature

The main purpose of the literature review is to survey current knowledge, relevant works

and previous studies on the subject matter. This opened up the researcher to the area the study is

driving at. Thus, the studies reviewed shows how advertising campaigns influences the buying

xxxvii
behaviour of Nigerian undergraduates, examining the various factors that drive their purchasing

decisions.

CHAPTER THREE

RESEARCH METHODOLOGY

This chapter presents the method and procedure that will be applied in this study to

examine the influence of the Sosa Drink advertising campaign on the buying behaviour of

undergraduates at the University of Benin. It is organized under the following sub-headings:

 Research Design

 Population of the Study

 Sample size

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 Sampling Technique

 Research Instrument

 Validity of the Instrument

 Reliability of the Instrument

 Method of Data Collection

 Method of Data Analysis

3.1 Research Design

The research design that will be adopted for this study is the Survey Research Method.

Survey Research Method has the right attributes that will allow for guided, systematic and

objective collection of the needed data and statistics.

One advantage of the Survey Research Method is that it offers researchers the opportunity

to communicate with the respondents.

Survey allows researchers to measure characteristics, opinions or behavior of a population

by studying a small sample from the groups, then generalizing back to the population which is

the group under scrutiny.

3.2 Population of the Study

Ideally, the population of this study includes all the full time undergraduate students in the

University of Benin in 2022/2023 session. According to Uni-rank review, the University of

Benin has an estimated number of 77,000 students. Therefore, the population of the study in this

research work is 77,000.

3.3 Sample Size

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 The sample size for this study is 402. The researcher arrived at this figure by using the

Crochan sample size determination formula formulated by Crochan in 1977 since the population

is greater than 5%.

Formula: N = estimated sample / ( 1 + estimated sample / population)

N= 400 / (1+(400 / 77000) = 214.2.

N= 400 / (1+ 0.005)

N= 400 / 1.005

N= 398

N= 398 / 0.99 (Response rate) = 402

Therefore, the sample size used for this research is 402.

This number should provide sufficient statistical power to detect meaningful effects and

make generalizations to the larger population of Nigerian university students. The copies of the

questionnaire will therefore be distributed to 402 full-time students in the University of Benin.

3.4 Sampling Technique

Ordinarily, it will be a different task to realistically observe all the elements in a given

population. Hence selection of samples becomes necessary. In doing so, in this study, the multi-

stage sampling technique will be used to ensure that the sample is representative of the

population. The respondents will be chosen in three stages using the simple random, stratified

and simple random sampling techniques.

This procedure will be appropriate for this study because Stratified sampling technique will

ensure a representation from each subgroup within the population, Purposive sampling technique
xl
will ensure the selection of participants who can provide the most relevant and valuable

information to a specific research question and Simple Random sampling technique will ensure

that every member of the population has an equal chance of being selected.

The first stage will employ the the use of stratified sampling technique. From the existing

15 faculties in the University of Benin, (Agriculture, Arts, Education, Engineering,

Environmental Science, Law, Life Science, Management Science, Pharmacy, Physical Science,

Social Science, College of Medicine, College of Dentistry and Veterinary Medicine), three

faculties will be chosen using the stratified sampling technique. The faculties are Arts, Education

and Engineering.

The second stage will involve the selection of 15 departments (Mass Communication,

Theatre Art, English and Literature, Linguistics, International Studies and Diplomacy, Early

Childhood Education, Adult Education, Chemistry Education, Physics Education, Mechanical

Engineering, Chemical Engineering, Electrical Engineering, Agricultural Engineering, Civil

Engineering and Petroleum Engineering) among the three faculties using the purposive sampling

procedure.

In the third stage, the researcher will then select the respondents using simple random

sampling techniques to select users unbiasedly.

3.5 Research Instrument

A well-constructed and self-developed questionnaire titled “Influence of Sosa Drink

Advertising Campaign on the Buying Behaviour of Undergraduates of University of Benin” will

be used to get the desired information from the students.

xli
 According to Asemah et al (2017), “a questionnaire is a structured form, either written or

printed, that consists of a formalized set of questions designed to collect information on some

subject or subjects from one or more respondents”. Business Jargon (2016) sees it as a data

collection technique wherein the respondents are asked to give answers to a series of questions,

written or verbal, about a pertinent topic.

For this research, the questionnaire instrument will be segmented into two parts. The first

part is the demographic segment and requested information about the bio-data of the

respondents, while the second part will be the psychographic segment and requested information

focused on the research in a bid to solve them.

The copies of questionnaire will be distributed to full-time undergraduates in the

departments of Mass Communication and Theatre Arts in the University of Benin.

3.6 Validity of the Instrument

The designed questionnaire will be submitted to the project supervisor, who is an expert in

the field of Advertising and Public Relations as well as in the Department of Mass

Communication, for vetting, correction and approval before being distributed to the selected

samples. The instrument will be tested and evaluated in terms of its relevance and adequacy, as

well as the appropriateness of the topic. Comments and corrections will be made and the final

draft of the questionnaire will prepared by the researcher.

3.7 Reliability of the Instrument

Mehren and Lehmann (1991), cited in Asemah et al (2017) sees reliability as the degree of

consistency between two measures of the same thing. Asemah et al (2017) refer to it as the

xlii
consistency of scores obtained by the same person when retesting with an identical test or with

an equivalent form of the test on different occasions.

The reliability of the research instrument will be determined by pretesting the questionnaire

on a few number of the selected sample to ascertain whether they understand the questions raised

so as to provide relevant responses to answer them. The researcher will conduct a pilot study by

first distributing 20 copies of the questionnaire. Payne (2017) avers that a pilot study is a

research study conducted before the intended study. The responses from the pilot study will

determine whether the research instrument is reliable and if it will be adopted for getting the

desired information for the study.

3.8 Method of Data Collection

The needed data will be collected by the researcher through the use of questionnaire and its

administration in the selected faculties. The researcher will adopt the direct delivery and retrieval

method of data collection, which is also known as face-to-face administration, to gather data for

the purpose of this study. The researcher alone will give the respondents copies of the

questionnaire which contained questions relevant to the study and also retrieve the answered

questionnaire alone.

3.9 Method of Data Analysis

The data analysis, presentation, and interpretation will be done based on the data collected

using the instrument of data collection - the questionnaire. The researcher will further analyse the

data using simple percentages and table presentations and give necessary explanations beneath

each table for easy understanding.

xliii
 CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

This chapter presents and analyses the data collected through the questionnaire. The data

collected were analysed using the simple percentage method. A total of 402 copies of

questionnaire were distributed and 4 copies were not properly filled, making the sample size a

total of 398 after questionnaire administration which accounts for 99% return and 1% loss.

Therefore, it is logical for 398 respondents to represent 100% of the sample size being studied.

The details of the questionnaire are analysed below using frequencies, percentages and tables for

the presentation of data.

4.1 Data Presentation and Analysis

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Table 1: Distribution of Respondents by Age Bracket
Age Responses Percentage

Under 18 58 14%

18 - 20 150 38%

21 - 23 130 33%

24 and above 60 15%

Total 398 100%

Source: Field Survey 2024

The data in Table 1 shows that the study was composed of respondents within various age

distributions. The result from the table indicates that a greater proportion of the respondents are

between the ages of 18-20 years old.

Table 2: Distribution of Respondents by Gender

Gender Responses Percentage

Male 108 27%

Female 290 73%

Total 398 100%

Source: Field Survey 2024

Table 2 shows that the research encompasses both the male and the female gender.

However, female respondents were more available to participate in the study. As a result, there is

a higher percentage of female respondents as compared to males.

Table 3: Distribution of Respondents by Faculty

Faculty Responses Percentage

xlv
Art 90 22%

Social Sciences 71 18%

Environmental Sciences 67 17%

Life Sciences 75 19%

Engineering 52 13%

Education 28 7%

Law 15 4%

Total 398 100%

Source: Field Survey 2024

Table 3 depicts that the respondents were drawn from various faculties. However,

respondents from the Faculty of Arts were more available to participate in the study.

Table 4: Distribution of Respondents by Religion

Religion Responses Percentage

Christian 302 76%

Muslim 75 19%

Other 21 5%

Total 398 100%

Source: Field Survey 2024

Table 4 shows that the study was composed of respondents from all three major religious

groups in Nigeria - Christianity, Islam and Traditional. However, respondents who were

Christians were more involved in the study as seen above.

xlvi
Table 5: Distribution of Respondents by Level

Level Responses Percentage

100 66 16%

200 121 31%

300 93 23%

400 98 25%

500 20 5%

Total 398 100%

Source: Field Survey 2024

Table 5 reflects that the research cut through different levels of Students from the

University drawing respondents from various levels. This portrays that 200 level students (31%)

were more available for this study.

Table 6: Distribution of Respondents by Marital Status

Marital status Responses Percentage

Married 30 8%

Single 368 92%

Total 398 100%

Source: Field Survey 2024

Table 6 depicts that the study was composed of respondents of various marital statuses.

However, single respondents were more actively involved in the study.

Table 7: Extent of Exposure to Sosa Drink Advertisements

Variable Responses Percentage

xlvii
Never 42 11%

Rarely 84 21%

Sometimes 152 38%

Often 88 22%

Very often 32 8%

Total 398 100%

Source: Field Survey 2024

Table 7 reveals numerous variables used to determine the extent of respondents' exposure

to Sosa drink advertisements. A larger proportion of the respondents believe that the extent to

which they have been exposed to the brand’s advertisement is high. This shows that the extent to

which the respondents are exposed to Sosa drink advertisements is high.

Table 8: Location of Exposure to Sosa Drink Advertisements

Variable Responses Percentage

TV 41 10%

Social media 181 46%

Billboards 87 22%

Magazine/Newspapers 45 11%

Radio 19 5%

Total 398 100%

Source: Field Survey 2024

Table 8 shows the variables used in determining the location of exposure to the Sosa drink

advertisements by respondents. This table shows that Social media is the most common medium
xlviii
respondents encountered Sosa drink advertisements. This indicates that Social media is the most

effective platform for reaching potential customers with Sosa drink advertisements. Radio,

Magazines and Newspapers were not as effective for reaching potential customers.

Table 9: Extent of Attention Paid to Sosa Drink Advertisements

Variable Responses Percentage

Not at all 71 18%

A little 104 26%

Moderately 108 27%

Quite a lot 94 24%

A lot 21 5%

Total 398 100%

Source: Field Survey 2024

Table 9 shows the extent to which respondents paid attention to the Sosa drink

advertisements. This table indicates that a large proportion of the respondents paid little to

moderate attention to the Sosa drink advertisements.

Table 10: Rate of Purchase After Seeing Sosa Drink Advertisement

Variable Responses Percentage
Once 48 12%
Multiple times 132 33%
I purchased Sosa drink
without seeing an advertisement 153 39%
I have never purchased
Sosa drink 65 16%
Total 398 100%
Source: Field Survey 2024

xlix
 Table 10 presents the responses of the participants regarding their rate of purchase of Sosa

drink after seeing a Sosa drink advertisement. The table indicates that although a large number of

respondents have purchased Sosa drink multiple times after seeing an advertisement, advertising

efforts may not be the primary driver of sales as majority of respondents purchased Sosa drink

without seeing an advertisement.

Table 11: Extent of Influence of Sosa Drink Advertisement

Variable Responses Percentage
Not at all 84 21%
Slightly 116 29%
Moderately 108 27%
Significantly 90 23%
Total 398 100%
Source: Field Survey 2024

Some of the respondents are influenced by Sosa drink advertisement to some extent but

majority of respondents are only slightly influenced. This indicates that the advertisements are

not very effective in generating interest and motivating viewers to take action.

Table 12: Extent of Persuasion of Sosa Drink Advertisements

Variable Responses Percentage

Strongly agree 80 20%

Agree 140 35%

Neutral 110 28%

Disagree 42 10%

Strongly disagree 26 7%

Total 398 100%

Source: Field Survey 2024

l
 The table suggests that majority of respondents agree that advertising has a significant

influence on their purchasing decisions.

Table 13: Channel Most Effective for Sosa Drink Advertisements

Variable Responses Percentage
TV 39 10%
Social media 202 51%
Billboards 59 15%
Magazine/Newspapers 57 14%
Radio 29 7%
None 3 1%
Others 9 2%
Total 398 100%
Source: Field Survey 2024

Table 13 indicates that Sosa Drink advertisements are mostly accessed on Social media.

Radio, on the other hand, appears to be less effective in reaching the target audience. Thus,

Social media is a strong medium for viewing the advertisement.

Table 14: Most Persuasive Sosa Drink Advertisement Strategy

Variable Responses Percentage

Eye catching 111 28%

Celebrity endorsement 79 20%

Health claims 65 16%

Promotional offers 63 16%

Social media influencers 72 18%

None 2 1%

Others 6 1%

li
Total 398 100%

Source: Field Survey 2024

Table 14 shows the variables used in determining what attracted and persuaded the

respondents in the Sosa drink advertisements. This table indicates that visual appeal such as the

use of eye-catching visuals are the most effective in attracting attention and influencing their

purchasing decisions. Influencer marketing, including celebrity endorsements and social media

influencers, is less effective in persuading consumers.

Table 15: Effectiveness of Sosa Drink Advertising Campaign

Variable Responses Percentage

Not effective at all 58 14%

Slightly effective 86 22%

Moderately effective 122 31%

Very effective 100 25%

Extremely effective 32 8%

Total 398 100%

Source: Field Survey 2024

Table 15 shows that a greater percentage of the respondents in this study perceive Sosa

drink advertisement to be effective in influencing purchase.

Table 16: Age Application in Sosa Drink Advertisement

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Variable Responses Percentage

Resonates 145 36%

Does not resonate 253 64%

Total 398 100%

Source: Field Survey 2024

Table 16 shows that a greater percentage of the respondents say that there are no specific

elements in the Sosa drink advertisement that resonates more with their age group, indicating

that age is not a factor considered in their purchasing decisions

Table 17: Gender Application in Sosa Drink Advertisement

Variable Responses Percentage

Resonates 152 38%

Does not resonate 246 62%

Total 398 100%

Source: Field Survey 2024

Table 16 shows that a greater percentage of the respondents say that there are no specific

elements in the Sosa drink advertisement that resonates with their gender, indicating that gender

is not a factor considered in their purchasing decisions.

4.2 Discussion of Findings

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4.2.1 Research Question One: What is the Extent of Exposure to Sosa Drink Advertising

Campaign among Undergraduates of University of Benin?

In answering this research question, data presented in Table 7, 8 and Table 9 will be used.

In trying to know the extent to which University of Benin undergraduates were exposed to Sosa

drink advertisements, few questions were asked in tables 7 and 8 of the questionnaire.

Table 7 sought to know the extent of exposure of the respondents to Sosa drink advertising.

The data presented in Table 7 revealed that 152 respondents (38%) believe they are exposed to

Sosa drink advertisements sometimes, while 88 respondents (22%) believe they are exposed to

Sosa drink advertisements often, and 32 respondents (8%), very often. However, 84 respondents

(21%) believe they are rarely exposed to Sosa drink advertisements and 42 respondents (11%)

believe they have never been exposed to a sosa drink advertisement.

Data presented in Table 8 revealed that social media is the most effective platform for

reaching potential customers, with 181 respondents (46%) encountering Sosa drink

advertisements on social media. 87 respondents (22%) believe they have encountered Sosa drink

advertisements through billboards, 45 respondents (11%) through Magazines/Newspapers, 41

respondents (10%) through TV and 19 respondents (5%), through Radio. 25 respondents,

accounting for 6%, believe they have never encountered a Sosa advertisement.

According to Table 9, a significant proportion of respondents, 108 (27%), pay moderate

attention to Sosa drink advertisements, 94 respondents (24%) pay quite a lot of attention while

175 (44%) paid little to no attention. This indicates that while the campaign has reached a wide

audience, the engagement level varies.

liv
 The data indicates that the Sosa drink advertising campaign has achieved significant reach

among undergraduates at the University of Benin, particularly through social media. This is in

line with Huang and Chen (2017) study, where their findings on social media advertising

effectiveness showed that social media has emerged as a particularly effective platform for

engaging young adults.

4.2.2 Research Question Two; What is the Impact of Sosa Drink Advertising Campaign
on the Buying Behaviour of University of Benin Undergraduates?

Tables 10, 11 and 12 will be used in answering the research question. In trying to know the

the Impact of Sosa drink advertising campaign on the buying behaviour of undergraduates in the

University of Benin, a few questions were asked in tables 10, 11 and 12 of the questionnaire.

Table 10 sought to know the rate at which undergraduates purchased Sosa drink after

seeing a Sosa drink advertisement. The data presented in Table 10 revealed that almost half of

respondents purchased Sosa drinks after seeing advertisements, with 48 (12%) purchasing once,

and 132 (33%) making multiple purchases. However, 153 (39%) of respondents purchased the

drink without seeing any advertisements, suggesting that other factors, such as word-of-mouth or

prior brand recognition, may play a significant role in influencing purchases. 65 respondents

(16%) admitted to have never purchased Sosa drinks.

Moreso, data presented in Table 11 revealed that 116 respondents (29%) were slightly

influenced by Sosa drink advertisement, 108 respondents (27%) were moderately influenced, and

90 respondents (23%), were significantly influenced. However, 84 respondents (21%) claimed to

have not at all been influenced. The influence of Sosa drink advertisements on respondents

varies, with 50% reporting moderate to significant influence, while the other half report slight to

no influence. This mixed response suggests that while the advertisements resonate with some
lv
viewers, they fail to connect with others. This points to a potential need for the campaign to be

more targeted or personalized to better address the preferences and interests of different audience

segments.

Table 12 shows that 35% of respondents (140) agree, and 20% (80) strongly agree, that the

advertisements influence their purchasing decisions, while 110 respondents (28%) remain

neutral. This indicates that a majority recognize the persuasive power of the advertisements,

although there is still a considerable portion that is indifferent. 42 respondents (10%) disagreed

and another 26 respondents (7%) strongly disagreed. This highlights that there is a segment of

the audience that is resistant to the advertisements, suggesting a need for further refinement in

the messaging or presentation to increase overall persuasion. This is also in line with the Social

Judgment Theory (SJT). The fact that respondents purchased Sosa drinks after seeing

advertisements indicates that the message falls within their latitude of acceptance while

respondents who never purchased Sosa drinks have the message falling within their latitude of

rejection.

4.2.3 Research Question Three; What is the Most Effective Channel and Strategy used in
Sosa drink Campaign as Perceived by Students?

Tables 13, 14 and 15 will be used in answering the research question. In trying to know the

most effective channel and strategy used in Sosa drink campaign as perceived by students, a few

questions were asked in tables 13, 14, and 15 of the questionnaire.

Table 13 sought to ascertain what advertising channel was found most effective for Sosa

drink advertisement. The data presented in table 13 clearly shows that social media is perceived

as the most effective channel for Sosa drink advertisements, with 51% of respondents (202),

accessing advertisements through this medium. This dominance underscores the importance of
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social media platforms in reaching and engaging the target demographic of university students.

Billboards with 59 respondents (15%) and magazine/newspapers with 57 (14%) also play notable

roles but are far less effective compared to social media. Radio with 29 respondents (7%) is the

least effective medium as 39 respondents (10%) also accessed the advertisements through the

TV.

Table 14 sought to know the advertising strategy respondents found more persuasive. Table

14 revealed that 111 respondents (28%) found eye-catching visuals most persuasive for Sosa

drink, while 79 respondents (20%) found celebrity endorsements most persuasive. 72

respondents (18%) chose social media influencers, 65 respondents (16%) chose health claims

and 63 respondents (16%), chose promotional offers. However, 8 respondents (2%) chose none

of these. This suggests that visually appealing advertisements are crucial in capturing and

maintaining the attention of university students. Others are also significant, but less effective

than eye-catching visuals.

Moreso, data presented in Table 15 indicates that a significant portion of respondents, 256

(64%) perceive the Sosa drink advertising campaign as moderately to extremely effective while

144 respondents (36%), slightly to not at all effective in influencing their purchasing decisions.

4.2.4 Research Question Four; What is the Extent to which Age and Gender Affects the
Responsiveness to Sosa Drink Advertising Campaign?

Tables 16 and 17 will be used in answering the research question. In trying to know the

extent to which age and gender affects the responsiveness to Sosa drink advertising campaign, a

few questions were asked in tables 16 and 17 of the questionnaire.

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 The majority of respondents, 253 (64%) indicate that there are no specific elements in the

Sosa drink advertisement that resonate with their age group. This suggests that age is not a

significant factor in their responsiveness to the advertisements. Only 145 respondents (36%) feel

that the advertisements resonate with their age group.

Similarly, a majority of respondents 246 (62%) feel that the advertisements do not resonate

with their gender. This indicates that gender is also not a significant factor in their purchasing

decisions. Only 152 respondents (38%) feel that the advertisements resonate with their gender,

suggesting that the campaign does not specifically address or appeal to different genders.

The data from Tables 16 and 17 indicates that both age and gender are not major

considerations in the Sosa drink advertising campaign's current approach. A significant majority

of respondents feel that the advertisements do not resonate with their age (64%) or gender (62%).

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary

This chapter summarises the details of what the study is about, the method used in

collecting data and the findings of the collected data. The study was carried out to determine the

Influence of Sosa drink advertising campaign on the buying behaviour of undergraduates of

University of Benin. It was carried out using the survey research method. The researcher made

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use of Social Judgement and Hierarchy of Effects theories in carrying out the study. The

researcher also made use of the questionnaire as the instrument of data collection to gather data

from the respondents which provided the findings of the study.

From the responses gathered from the respondents through the questionnaire, the following

are the findings of the study:

1. Majority of University of Benin undergraduates are exposed to Sosa drink advertising

campaign and their level of exposure is high.

2. Majority of University of Benin undergraduates have been exposed to Sosa drink

advertisements through social media. Thus, social media is the most effective medium for

Sosa drink advertisements.

3. The most persuasive strategy in sosa drink advertisement is the use of eye-catching visuals.

4. A significant majority of respondents feel that the advertisements do not resonate with their

age or gender.

5.2 Conclusion

From the analysis of the data, the obvious conclusion from the study is that Sosa drink

advertising campaign has achieved significant exposure among undergraduates at the University

of Benin, particularly through social media. Social media has emerged the most effective channel

for the Sosa drink campaign as it is the primary medium through which students access

advertisements. The study further reavealed that the most persuasive strategy within these

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advertisements is the use of eye-catching visuals, which are particularly effective in attracting

and influencing the purchasing decisions of the target audience.

5.3 Recommendations

Arising from the findings, the study recommends the following:

1. The varying levels of attention, influence, and persuasion indicates that there is room for

improvement in Sosa drink advertisement.

2. The impact of Sosa drink advertising campaign on the buying behaviour of University of

Benin undergraduates is moderate, therefore, there is a need to optimize the advertising

strategy to increase its effectiveness.

3. Eye-catching visuals should be employed more in Sosa drink's social media advertisements,

as they were found to be more effective in capturing the audience's attention

4. Sosa drink should invest more in social media advertising as it has been proven to be

effective in reaching and engaging most of its target audience.

5. Both age and gender are not major considerations in the Sosa drink advertising campaign's

current approach. This lack of resonance suggests that the campaign is relatively generic and

may not be effectively leveraging demographic-specific elements to enhance its appeal.

5.4 Suggestions for Further Research

Based on the findings of this study, below are some suggestions for further research:

1. Conduct a similar study with a larger sample size to obtain more comprehensive and

representative results.

lx
2. Investigate the impact of different advertising strategies on the effectiveness of Sosa drink

advertisement.

3. Explore the effectiveness of Sosa drink advertisement in reaching other demographics

beyond undergraduates.

4. Conduct a comparative study of the effectiveness of Sosa drink advertising campaign against

other brands in the beverage sector.

5.5 Contributions to Knowledge

The study has made significant contributions to the existing body of knowledge in several

ways.

Firstly, it has provided empirical insights into the effectiveness of Sosa drink's advertising

campaign among University of Benin undergraduates. The study measures the extent to which

Sosa drink's advertising campaign influences purchasing decisions.

Secondly, the study adds to the body of knowledge on advertising theory, particularly in

the context of young adults. The study provides insights into the behaviour and preferences of

young adult consumers.

Finally, the study's findings have practical implications for businesses and organizations

seeking to effectively advertise to young adults. The findings of this study can inform the

development of effective advertising campaigns for similar sectors.

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 REFERENCES

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Arens, W. F. (2008). Contemporary Advertising (10th ed). New Delhi: Tata McGraw Hill
Publishing Company Limited.

Asemah E. S., Edegoh L. O. (2014). Relationship between Advertising and Culture: views from
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Asemah E. S., Ekhareafo, D. O., Edegoh L. O. N. & Ogwo C. A. (2013). Dimensions of

community and media relations. Jos: Matkol Press.

Asemah, E. (2011). Principles and practice of mass communication. Jos: Future Press.

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Asemah, E. S. (2010). Perspectives on Advertising and Public Relations (3rd ed). Jos: Lizborn
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Asemah, E. S. (2011). Selected mass media themes. Jos: Matkol Press.

Asemah, E. S., Gujbawu, M., Ekhareafo, D. O. & Okpanachi, R. U. (2017). Research methods
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Asemah, E. S., Kente, J. S. & Nkwam-Uwaoma, A. O. (2021). Organisation and management of

public relations and advertising agencies. Jos: Matkol Press.

Asemah, E. S., Nkwam-Uwaoma A. O. & Amah F. O. (2023). Notes on integrated marketing

communications. Jos: Jos University Press.

Asemah, E. S., Nkwam-Uwaoma, A. O. & Sabo, S. S. (2023). Research and tactics in public
relations and advertising. Jos: Jos University Press.

Asemah, E. S., Nwammuo & Nkwam-Uwaoma (2017). Theories and models of communication.
Jos: University of Jos Press.

Bel, M. (2000). Principles of advertising in Nigeria, APCON. Retrieved from

http://www.prismjournal.org/homepage.html

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communications perspective. McGraw-Hill Education.

Chand, S. (2017). Advertising campaign: objectives, types, processes and outline. Accessed
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Chimaraoke, A. (2022). Advertising copy and layout. Benin City: Izehi Printing Press.

Duffett, R. G. (2015). The influence of facebook advertising on cognitive attitudes amid

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Dunn, S. & Baran, A. (1987). Advertising, its role in modern marketing. Hinsdale: Dryden Press.

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Nkwam-Uwaoma, A. & Asemah, E. S. (2020). Utilisation of digital media for marketing
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Okwechime, C. (2009). Essentials of advertising (2nd ed.). Asaba: Prime Legacies.

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102-113.

APPENDIX I

Department of Mass Communication,

University of Benin,
Benin City, Nigeria
May 2024.
Dear Respondent,

REQUEST FOR COMPLETION OF ITEMS IN THE QUESTIONNAIRE

I am a final-year student of the above-named department/institution. I am conducting a

research on 'INFLUENCE OF SOSA DRINK ADVERTISING CAMPAIGN ON THE

BUYING BEHAVIOUR OF UNDERGRADUATES OF UNIVERSITY OF BENIN'. This

lxiv
research is in partial fulfillment of the requirement for the award of a Bachelor of Arts degree in

mass communication.

I will be very grateful if you assist me with useful answers by completing the questionnaire

below. I assure you that your responses will be treated with confidentiality and the information

given will be used strictly for the purpose of this academic work.

Thank you for your understanding and cooperation.

Yours faithfully,

OSEMWENGIE ODARO ABIGAIL

Researcher.

QUESTIONNAIRE

Instruction: Please tick [√] where required

SECTION A: DEMOGRAPHIC DATA

1. What age bracket do you belong to? (a) 15 to 17 [ ] (b) 18 to 20 [ ] (c) 21 to 23 [ ] (d) 24 or
older [ ]

2. What is your gender? (a) Male [ ] (b) Female [ ]

3. What is your religion? (a) Christian [ ] (b)Muslim [ ] (c) Others [ ]

4. Faculty: (a) Arts [ ] (b) Social Sciences [ ] (c) Environmental Sciences [ ] (d)Life Sciences
[ ] (e) Engineering [ ] (f) Education [ ] (g) Law [ ]

5. Level: (a) 100 [ ] (b) 200 [ ] (c) 300 [ ] (d)400 [ ] (e)500 { }

lxv
6. Marital Status: (a) Married [ ] (b) Single [ ]

SECTION B: PSYCHOGRAPHIC INDICES

1. How often do you see advertisements for Sosa drink?

[ ] Never

[ ] Rarely

[ ] Sometimes

[ ] Often

[ ] Very Often

2. Where do you most frequently encounter Sosa drink advertisements?

[ ] TV

[ ] Social Media

[ ] Billboards

[ ] Magazines/Newspapers

[ ] Radio

[ ] Other (please specify _______________)

3. How much attention do you pay to Sosa drink advertisements when you see them?

[ ] Not at all

[ ] A little

[ ] Moderately

[ ] Quite a bit

[ ] A lot

4. Have you ever purchased Sosa drink after seeing an advertisement for it?

[ ] Once
lxvi
 [ ] Multiple times

[ ] I purchased Sosa drink without seeing an advertisement

[ ] I have never purchased Sosa drink

5. How has Sosa drink advertisements influenced your decision to try or continue buying the
drink?

[ ] Not at all

[ ] Slightly

[ ] Moderately

[ ] Significantly

[ ] Very Significantly

6. To what extent do you agree that Sosa drink advertisements make the product more appealing
to you?

[ ] Strongly Agree

[ ] Agree

[ ] Neutral

[ ] Disagree

[ ] Strongly Disagree

7. Which advertising channel do you find most effective for Sosa drink advertisements?

[ ] TV

[ ] Social Media

[ ] Billboards

[ ] Magazines/Newspapers

[ ] Radio

[ ] Other (please specify _______________)

lxvii
8. What type of advertisement do you find most persuasive for Sosa drink?

[ ] Eye-catching visuals

[ ] Celebrity endorsements

[ ] Health claims

[ ] Promotional offers

[ ] Social media influencers

[ ] Other (please specify _______________)

9. How effective do you think the Sosa drink campaign is in creating a desire to purchase the
product?

[ ] Not effective at all

[ ] Slightly effective

[ ] Moderately effective

[ ] Very effective

[ ] Extremely effective

10. Are there specific elements in the Sosa drink advertisements that you feel resonate more with
your age group?

- [ ] Specific elements resonate more with my age group (please specify _______________)

- [ ] I do not feel any specific elements resonate more with my age group

11. Are there specific elements in the Sosa drink advertisements that you feel resonate more with
your gender?

- [ ] Specific elements resonate more with my gender (please specify _______________)

- [ ] I do not feel any specific elements resonate more with my gender

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