ABSTRACT

In every organization, advertising has been a very important tool in informing, persuading and educating consumers on organization goods and services. Therefore, in this study, the aim is to analyze the adequacy of influence of television advertising on customer behavioral patterns. The study examined the influence of television advertisement viewing on the patronage of First Bank PLC and a number of analytical tools were employed which yielded results whose synopsis is adduced infra. The mean age of the bank customers was about 36 years. Fifty one percent of the customers fell within the age bracket of 28 and 37 years, which implied that most of them are still very young and active. All the bank customers sampled have varying degrees of formal education. Those who had primary education represented 5.80% while 15.00% completed secondary education. Out of 79.10% who had tertiary education, 20.00% had postgraduate degrees. In terms of experience, about 65% of the customers have less than 11 years of banking experience with First Bank PLC and only 29.17% have enjoyed their bank services for less than 5 years. More so, the customers are predominantly males (69.20%) that are married with 57.50% representation and belong to the low income class which accounted for 60.00% of the sample. Further results revealed that the bank customers have varying degrees of television viewing experience with 69.20% accounting for daily television viewing. However, the remaining 30.80% of the bank customers encounter varying infinitesimal degree of viewing experience. Interestingly, 99.20% rated the adverts to be good. The Pearson correlation analysis on the effect of television advert viewing on the patronage of the bank posted a negative but insignificant coefficient (-0.038). Despite the overwhelming rate of the bank's adverts, they could not enhance patronage. This, however, call for total reorganization and repackaging of the adverts to reflect current socio-economic realities and the capacity of the bank to deal with emerging issues thereof. The adverts should be re-designed to teach and enlighten the existing and prospective customers techniques associated with new technology utilization. Having examined the influence of television advertising on the Patronage of First Bank PLC, it could be observed that the findings have huge economic implications for the bank. Despite the fact the bank is well entrenched in Nigeria and beyond, gender disequilibrium and class discrimination are still emerging challenges for the financial body. Although they may be perceived as challenges, they are pragmatically huge business opportunities which have capacity to enhance profitability and income base of the bank.