Study of the Influence of Television Advertising on the Purchasing Decision of Energy Drinks Consumers at Cotonou (South Benin)

Rémi KODJO^1, and Jean-Euloge GBAGUIDI¹

¹Department of Language and Communication, Sciences University of Abomey-Calavi, Abomey-calavi, Benin

Cite this paper:
Rémi KODJO and Jean-Euloge GBAGUIDI. Study of the Influence of Television Advertising on the Purchasing Decision of Energy Drinks Consumers at Cotonou (South Benin). Journal of Linguistics and Literature. 2020; 4(2):50-53. doi: 10.12691/jll-4-2-1

Abstract

Energy drinks are becoming more and more popular around the world. The advertising associated with their sale projects the image of increased muscle strength and endurance, amplified reflexes and renewed energy. The overall objective of this study is to assess the impact of television advertising on the consumer's purchasing decision. To achieve this, we interviewed 100 people from a nonprobability sample with a defined profile: a person with a television set who could therefore be subjected to television advertising with the possibility of buying energy drinks. To refine the results of this survey, which was conducted in Cotonou, it was supplemented by a survey of about ten advertising agencies among the country's leading agencies. The results show that for the majority of agencies (78%) say that television advertising is not well organized or at all organized in Cotonou. Out of 100 people 79 say they paid for products just after watching the advertisement. The crossover between "advertising channels" and "knowledge of energy drinks" has shown that most people who know these drinks have known them through television advertising. Nevertheless, there is a large gap between the merits of these drinks and the health consequences of their consumption, ranging from impaired kidney function to behavioral abnormalities such as psychotic episodes.

Keywords:
advertising television purchasing energy drinks

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