Customer Perception and Influence of Media Campaigns on Retail Banking Products’ Patronage: A Study of Firstbank of Nigeria Ltd
Advances in Sciences and Humanities
Volume 3, Issue 6, December 2017, Pages: 102-108
Received: Jun. 2, 2017;
Accepted: Jun. 19, 2017;
Published: Dec. 7, 2017
Views 1051 Downloads 86
Abah Mercy John, Department of Mass Communication, Faculty of Arts, University of Jos, Jos, Nigeria
Danaan Godfrey, Department of Mass Communication, Faculty of Arts, University of Jos, Jos, Nigeria
Ali Andesikuteb Yakubu, Department of Geography and Planning, Faculty of Environmental Sciences, University of Jos, Jos, Nigeria
This study examines Customer Perception and Influence of Media Campaigns on Retail Banking in Nigeria: A study of First Bank of Nigeria Ltd adverts. It is aimed at identifying various media used by First Bank of Nigeria Ltd in reaching out to its customers; determining the influence of media campaigns on the customers; determining the perception of the customers towards the bank’s advertisement. A survey research method was used; data was obtained from both primary and secondary. A total of hundred (100) questionnaires were purposively administered to selected customers of Bukuru branch of the bank to elicit information on their perception on its products and services and the efficacy of the various media adverts. The theory used for this study is Cultivation perception of Social Reality theory, which states that the audience should pay attention to mass communication messages, learn the contents of the messages and make appropriate changes in attitudes or beliefs or produce the desired behavioural responses. Uses and Gratification theory was used to examine how media consumers are influenced by the content. The study found that First Bank’s placement of adverts in the television, radio, newspapers, internet and billboards influence the customers’ perception on their products and services and recommends that, more of these media campaigns should be undertaken by the Bank to increase her level of profitability.
Abah Mercy John,
Ali Andesikuteb Yakubu,
Customer Perception and Influence of Media Campaigns on Retail Banking Products’ Patronage: A Study of Firstbank of Nigeria Ltd, Advances in Sciences and Humanities.
Vol. 3, No. 6,
2017, pp. 102-108.
Copyright © 2017 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/
) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Anyacho, R. (2007). Advertising Principles and Practices. The Nigerian Perspective. (1st ed.). Lagos: MIPAN.
Arens, W. (2008). Contemporary Advertising. (5th ed.). New Delhi: Tata McGraw Hill Publishing Company Limited.
Arens, W., Weigold, M. & Arens, C. (2011). Contemporary Advertising (13th ed.). ew York: McGraw Hill.
Assael, H. (1987). Consumer Behavior and Marketing Action. New York: Kent Publishing.
Asemah, E. & Yaroson, E. (2008). Theories and Models of Mass Communication. Jos: Great Feature Printing and Business Centre.
Asemah, E. (2010). Perspective in Advertising and Public Relations. Jos: Lizborn Press Ltd.
Asika, N. (2009). Research Methodology in the Behavioural science. Longman: Lagos Nigeria.
Berg, H. & Bruce, V. (1995). Advertising Principles, Choice, Challenge and Change. Lincoln wood, Illinois: NTC contemporary publishing group.
Bogart, L. (1984). trategy In Advertising: Matching Media and Messages to Market and Motivate. (2nd ed.). Chicago: Crain.
Czinkota, M., Kotabe, M. & Mercer, D. (1997). Marketing Management. UK: Blackwell Publishers.
Daily Trust, Thursday 8 March 2012.
Datong, C., Goyit, M. & Pwol, D. (2003). Marketing Principles, Practices and Strategies. Jos: Tongsham.
First Bank of Nigeria. (2011). First Bank Adverts placed on the Media. Retrieved from Http//www.firstbanknigeria.com.
First Bank (2009). Agusto Banking Industry Reports.
First Bank (2010). Annual Reports and Accounts.
First Bank. Employee Hand book.
First Bank (2010). Finabus 2009 Survey Data.
First Bank Product Guide.
Kotler, P. (1980). Principles of Marketing. New Jersey: Prentice Hall Inc.
Kotler, P. and Armstrong, G. (2004). Principle of Marketing. (10th ed.). New Jersey: Pearson Education Inc.
Ogunlete, E. O. (2010). Efficient Marketing Strategies in Financial Institution. (Unpublished thesis) Obafemi Awolowo University of Ile-Ife.
The Nation, Friday 9 March 2012.
The Nation Wednesday 7 March 2012.
Wilson, S. (1993). Mass Media and Mass Culture: An Introduction. New York: Prentice Hall Publishers.
Wimmer, D., & Dominick, R. (2000). Mass Media Research. An introduction. (6th ed.). USA: Wadsworth Publishing Company.
(2006). Mass Media Research. An introduction. (8th ed.). USA: Wadsworth Publishing Company.