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close this section of the library Liligeto, Rejeli Nakaora Enasio


View the PDF document Consumer perception of advertising media in Fiji : a comparative study of TV and newspaper
Author:Liligeto, Rejeli Nakaora Enasio
Institution: University of the South Pacific.
Award: Ph.D.
Date: 2012
Call No.: pac In Process
BRN: 1188956
Copyright:Under 10% of this thesis may be copied without the authors written permission

Abstract: The study of consumer perception and the decision making process is said to be a complex phenomenon despite the depth of research undertaken in the area. This is because what one perceives is substantially different from the perception of another person, even if they are presented with the same object and in the same conducive environment. The difficulty in exacting consumer perception leaves a gap for researchers to pursue the cause continuously in order to understand consumer perception better. As a result, acquiring the knowledge and recognizing the challenges and the impact that consumer perception can have in the market is a valuable edge for businesses since the success of the business is dependent on consumers having positive perception and positive responses. The research study proposed four hypotheses aimed at analyzing consumer perception to Fiji TV and Newspaper advertising. The four hypotheses are: (1) The media selected to advertise influences consumer perception to advertising. (2) Consumer perception to TV and newspaper advertising in Fiji is influenced by personal characteristics, socio-cultural and economic factors. (3) Product Information and Attribute (which are perceived product price, perceived product quality, perceived product value, perceived product benefits, perceived product country of origin, perceived product popularity and perceived company image) influence consumer perception towards TV and newspaper advertising in Fiji. (4) Consumer behavior towards TV and newspaper advertising in Fiji is affected by consumer perception. The measurement tests identified for Hypothesis 1, is Correlation test which determines whether there is a relationship of variables between media choice and consumer perception to TV (CPTV) and consumer perception to newspaper (CPNP). A chi-square test is also used to solidify the findings for hypothesis 1. For Hypothesis 2, Linear Regression is used to find out whether the hypothesized dependent variable, in this case consumer perception, is dependent on the independent variables, which are personal characteristics, economic and socio-cultural factors. Similar testing is conducted for Hypothesis 3, with different independent variables (perceived product iii price, perceived product quality, perceived product value, perceived product benefits, perceived product country of origin, perceived product popularity and perceived company image). For Hypothesis 4, a Correlation test is used to find out if consumer behavior is affected by consumer perception. The analysis of consumer perception to TV and newspaper advertising in Fiji shows that hypothesis one is denied and that is consumer perception is not influenced by media selection. Hypothesis analysis for 2 and 3 showed that the identified variables do contribute to Fiji advertising model, though the values are not sufficient to be stated as a factor. The only variable that stands out in significance in value and contributes strongly to the model is the education level of the consumers. For hypothesis 4, the model variables showed that there is a relationship between consumer perception and their behavior though it is also not statistically significant. The finding challenges the status quo for Fiji businesses, who tend to use the stated pillar variables as a means to induce consumers to buy, as consumer behaviour were not influenced buy those variables; rather it is the perception of consumers towards advertisments that directs their behavioural responses.
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