Title: |
Advertising, Model Usage and the Choice of Cosmetic Products by Women Of Uyo Metropolis |
Author(s): |
Oyokunyi Jon Ita, Abasifreke Idiong & Eka Tommy |
Abstract: |
This study sought to ascertain whether women in Uyo metropolis are influenced in their consumption of cosmetics by advertisements and model usage in advertising. The study was informed by the widespread assumption that the use of models in advertising by manufacturers significantly influenced women’s preferred brands and choice of cosmetics. The study employed the survey research method and the instrument for data gathering was the questionnaire. Four hundred copies of questionnaire were distributed using purposive sampling method. From the study, the research found out that although women appreciate and greatly patronise cosmetic products, the use of models in advertisement was not a major consideration in their purchase decisions. Rather the quality of the products transmitted through the word of mouth from friends, families and peers were the major determinants of the choices of cosmetics’ products. Nevertheless, some respondents particularly the young women were to some extent influenced by the personality of the models used. The researcher therefore recommends that, there is need for increased advertising strategies and initiatives using models that have believable personalities and can resonate with the target audience. Secondly, policies should be put in place to ensure that advertising messages are in sync with the product qualities as consumers are increasingly disbelieving advertising messages. |
Keywords: |
Models, Advertising, Consumer patronage, Cosmetics, Influence
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