Television Advertising Scope and Sales Performance: A Case Study of Movit Products Limited

Abstract

This study set to examine the relationship between television advertising scope and sales performance, using Movit Products Limited as a case study. The study examined the relationship between television advertising scope and sales performance, established the relationship between television advertising scope and consumer behavior, assessed the relationship between consumer behavior and sales performance and examined the mediating role of consumer behavior in the relationship between television advertising scope and sales performance of Movit Products Limited. A descriptive and cross sectional survey design using a sample of 80 respondents was adopted. Simple random sampling and purposive sampling was used to select the respondents and data was collected using well designed structured questionnaires and interview guide. Findings reveal that that there is a significant positive relationship between television advertising scope and sales performance (r = 0.969, P<0.01). It was found that television advertising scope has positive correlation to consumer behavior equal to 0.937 and the p-value is .000 which is less than 0.01. It was also found that consumer behavior has positive correlation to sales performance equal to 0.897 and the p-value is .000 which is less than 0.01. The study also found that consumer behavior mediates the relationship between television advertising and sales performance as reflected by mean value of 2.01. In conclusion, television advertising scope has a significant positive correlation to sales performance, television advertising scope has positive correlation to consumer behavior, consumer behavior has positive correlation to sales performance and consumer behavior mediates the relationship between television advertising and sales performance. The researcher recommends that the management of Movit Products Limited should carryout periodic review of the television advertising and its advertising messages to ensure that they are appropriate, suitable and meet the target audience at all times.