Influence Of Television Advertising On Consumer Buying Habits Of Guinness Stout
[A CASE STUDY OF IKEJA COMMUNITY OF LAGOS STATE]

The two largest firms, Nigerian Breweries Plc, (which is 54 percent controlled by Heineken), and Guinness Plc. (a brand of Diageo International Beer Supply, Ireland), have consistently dominated the Industry since 1949, both in terms of their output (sales volume) and their inputs (labour). They are also among the top 20 most capitalized companies on
the Nigerian Stock Exchange.
The Sector faces a tough future as high energy bills may force consumers to cut back on alcohol consumption. Nonetheless, the industry's performance will still be driven by increasing number of brewpubs in the country as well as the numerous fiestas and celebrations. The industry is subjected to extensive government regulations at both the federal and state levels concerning distribution, labeling, advertising, container characteristics and alcoholic content. The ability of regulatory and excise authorities to impact on price and distribution of products is key in an analytical consideration for risk in the industry.
However, there is also a good potential in the Nigerian market such as the entry of young drinkers as well as the growing number of middle class citizens as a healthier alternative to consuming less alcohol. Overall, the beer industry will continue to grow If companies strive to broaden their markets locally and internationally by building attractive brand campaigns and developing new products. Landscape and Prospects
About Guinness Nigeria Plc.
Guinness Nigeria is a subsidiary of Diageo Plc. of the United Kingdom, and was incorporated in 1962 with the building of a brewery in Ikeja, the heart of Lagos. The brewery was the first outside of England and Great Britain. Other breweries have been opened over time; Benin City Brewery in 1974 and Ogba Brewery in 1982.
Guinness Nigeria produces the following brands – Foreign Extra Stout (1962), Guinness Extra smooth (2005), Malta Guinness (1990), Harp Lager Beer (1974), Gordon‟s Spark (2001), Smirnoff Ice (2006) and Satzenbrau (2006)
In 1965, Guinness Nigeria was quoted on the Nigerian Stock Exchange with 1200 investors; while in 2007 Guinness Nigeria became the first brewing company in West Africa to be ISO 14000:2004 certified - The highest certification for a clean environmental standard globally.
1.2 Statement of the Problem
It is a known fact that television advertisements use persuasive techniques to appeal to consumers‟ sense of buying. It is also inevitable that television advertisements have a lot of influence on human behaviour. This influence may be either positive or negative. The kind of influence depends on the kind of advertisement.
Many a time, consumers have turned down the content of advertisements due to various reasons. Some consumers maintain that the information content of the advert is not enough, while some say that the information content of the advert does not reveal the contents of the product.
What are the attitudes of consumers towards the Guinness Stout television advertisements? If the above submission is upheld, perception should explain or account for why a consumer should prefer Guinness Stout in a vast array of lager brands in the Nigerian market.
In the light of the above exposition, this study focuses on how Guinness Stout television advertisements influence consumer buying behaviour.
1.3 Objectives of the Study:
This study is aimed at finding out the impact of Guinness advertisements on the buying habits of its consumers in Ikeja community of Lagos. This will help in the formulation of a comprehensive marketing and promotional strategy for Guinness Stout. The short term objectives of this study are:
1. To discover to what extent people watch advertisements on television.
2. To assess what appeals to consumers of Guinness Stout in television advertisements of the product.
3. To determine the performance of Guinness Stout alongside other competing brands.
4. To evaluate how Guinness Stout advertisements influences consumer buying behaviour of the product.