Keyword : Always Sanitary pad .Advertising .Buying behaviour .Television
Author(s) : Oluwafisayo F. Abdul & Damilola Labake Bamigboye
Abstract :
The study examined the influence of music in Always Sanitary Pad or Towel Television advertisement on buying behavior of teenagers in Ikeja Lagos. The major objective is to determine if music in Always Sanitary pad advert influenced the buying behavior of teenagers in Ikeja Lagos. It formulated five research questions to guide the study. It was a qualitative and quantitative study that involved the use of survey research method and in-depth interview which required designing a well-structured questionnaire and in-depth interview guide as the instruments for data collection. Teenagers residing in Ikeja Lagos acted as the respondents for this study, with a sample size of 394 teens. The study found that female teenagers in Ikeja Lagos were of the perception that music in Always Sanitary pad TV advert makes an advert interesting and in the long run influence buying behavior positively. The study also found that there were other factors that influenced teenagers buying behavior apart from music. These factors are price, availability, quality, quantity and models. However, it was concluded that music in Always Sanitary Towel TV advert is one major factor that influenced the buying behavior of teenagers in Ikeja Lagos State. The researchers recommended that advertisers should work more on their music ability concepts since it influence buying behavior so as to improve sales.
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