CHAPTER ONE

INTRODUCTION

1. BACKGROUND OF THE STUDY

A mobile phone (also known as a cellular phone, cell phone and a hand phone) is a device which can make and receive telephone calls over a radio link whilst moving around a wide geographic area. Recent studies suggest that cell phones have evolved into something more than a simple communication tool, gaining its own place in various aspects of social interaction. Some studies revealed that cell phones play an integral part in the lives of young people (Walsh, S.P., 2008).

Mobile devises seems to have invaded the universe. At every turn, you see a mobile devise in use by someone. This technology has permeated even such distant reaches of the world as never imagined before.

The International Telecommunication Union (ITU, 2014), reported that there will be 5.3 billion mobile subscriptions by the end of 2010. This is approximately the equivalent of 77 percent of the world population. This represents a huge increase from 4.6 billion mobile subscriptions at the end of 2009. For the developing world, it is estimated that by the end of 2010 there will be 3.8 billion mobile subscriptions, representing 73 percent of global subscriptions. Africa has not been left out in the last decade; Africa experienced a mobile telephone revolution. It could be said that the continent actually “leapfrogged” fixed-line telephone systems with mobile telephone. Nigeria in less than a decade has seen tremendous growth in the cellular telephone industry. Today, a cell phone is no longer the rich man’s preserve accessory in Nigeria. People of different ages, economics status, educational qualification, and sex now own and use mobile phones. In Nigeria, cell phone penetration rate has increased to 80.5% in August 2011 from 74.2% in December 2010 (NCC, 2011).

On the other hand Mobile advertising is a rapidly growing sector providing brands, agencies and marketers the opportunity to connect with consumers beyond traditional and digital media directly on their mobile phones. This document is an overview on the mobile media channels available to advertisers today, including the benefits offered by each, and considerations to use in selecting and optimizing mobile advertising campaigns. The mobile phone is an extremely personal device. One mobile phone typically has one unique user. This makes the mobile phone a precisely targeted communication channel, where users are highly engaged with content. As a result, the mobile channel delivers excellent campaign effectiveness and response levels compared to other media. Mobile is valuable as a stand-alone medium for advertising, but it’s also well suited for a vital role in fully integrated cross-media campaign plans, including TV, print, radio, outdoor, cinema, online and direct mail.

1. STATEMENT OF THE PROBLEM

The adoption of the cell phone especially, by young people is a global phenomenon in recent years. It has turned from a technological tool to a social tool and now a fully integral part of young adults’ daily lives. The cell phone itself offers several positive impacts to our lives. The mobile phone has allowed us to create a network of communications (Levinson, P., 2004). According to Levinson, P., (2004), it is the very essence of mobility in media as it allows instantaneous interactive communication over long distances. The cell phone device offers us security, safety, accessibility and other benefits (Ling, R., 2004). It is also seen as a possibility of spur-of-the-moment business or casual meetings and also through the mobile data services that allow you to find where other people are located in a building or surrounding area. Mobile phone these days serve as a good medium for product advertising. Take iphone for example; there are lots of advert messages on iphones on almost all the application on it. However the advert messages on Iphone might not reach all the target audience because of the cost of actually purchasing. In other words the advert messages on iphone might have little or no effect on consumer behaviour.  It is to this regard that study is based on the influence of advert messages on consumer behaviour with regard to the use of iphones among Unilag students.

1.3 AIM AND OBJECTIVES OF THE STUDY

The study seeks to determine the influence of advert messages on consumer behaviour. The objectives of the study are:

1. To determine the relationship cost of Iphones and consumer behaviour
2. To determine the extent to which advert messages on Iphones can reach its target audience
3. To determine the examine the rate of usage of Iphones among Unilag students  
4. To determine the extent to which advert messages influence the use of iphones among unilag students

1.4 RESEARCH QUESTIONS

The following research questions guide the objectives of the study:

1. What is the relationship cost of Iphones and consumer behaviour?
2. To what extent can advert messages on Iphones reach its target audience?
3. What is the rate of usage of Iphones among Unilag students? 
4. To what extent have advert messages influence the use of iphones among unilag students?

1.5 STATEMENT OF THE HYPOTHESIS

H0: there is no significant relationship between cost of Iphones and consumer behaviour

H1: there is significant relationship between cost of Iphones and consumer behaviour

1.6 SIGNIFICANCE OF THE STUDY

The study will be of immense benefit to the entire Unilag students; the study will educate students on the effect of advert messages on consumer behaviour. The findings of the study will determine the nature of the relationship between advert messages and consumer behaviour. The study will also service as a repository of information to other researchers and students that desire to carry out similar research on advert messages. Finally the study will contribute to the body of the existing literature on the influence of advert messages on consumer behaviour.

1.7 SCOPE OF THE STUDY

The study covers on the influence of advert messages on consumer behaviour with focus on the use of iphones among unilag students

1.8 LIMITATION OF THE STUDY

TIME CONSTRAINTS: One the challenges experienced by the researcher is the issue of time; the researcher will simultaneously engage in departmental activities like seminars and attendance to lectures. But the researcher was able to meet up with the deadline for the submission of the project.

FINANCIAL CONSTRAINTS: Every research work needs funding; however lack of adequate funds might affect the speed of the researcher in getting materials for completion of the project.

1.9 DEFINITION OF TERMS

ADVERTISING: Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services.

CONSUMER BEHAVIOUR: Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, and how the consumer's emotions, attitudes and preferences affect buying behaviour