The Influence of Advertising on the Consumption Pattern of Civil Servants and Business Community in Ebonyi State and Enugu Metropolis.
ABSTRACT
In this study, the focus was on the influence of advertising on consumption pattern of Civil Servants and Business Community with emphasis ion Ebonyi State and Enugu Metropolis.
The researcher made a very sincere and in- depth study into various advert media and their individual influence on civil servants and Business Community. Structural questionnaire copies were administered to our respondents after the researcher had reviewed similar literature.
The study categorized the respondents into two viz- management and non-management cadre. The questionnaire were designed and distributed along side these categories.
The test of our three hypotheses were done with a chi-square approach. Analysis of our data revealed that civil servants become aware of products through some advert media such as radio, television, bill board, newspaper, magazines and novelty.
However, radio and television were found to be the most effective means of reaching the civil servants and business community in the whole arrangement to advertise the products. The study also revealed that Ad activities influxes consumption pattern.
TABLE OF CONTENTS
Title Page i
Certification ii
Approval page iii
Dedication iv
Acknowledgments v
Abstract vi
Tables of Contents vii
List of Tables x
CHAPTER ONE INTRODUCTION 1
1.1 Background to the Study 1
1.2 Statement of Problem 7
1.3 Objectives of Study 10
1.4 Hypotheses Formulation 11
1.5 Significance of Study 12
1.6 Scope of Study 13
1.7 Limitation of Study 14
1.8 Definitions of Terms 14
References 18
CHAPTER TWO LITERATURE REVIEW 19
2.1 An Overview of Advertising 20
2.2 History of Advertising 23
2.3 Meaning and Definition of Advertising 25
2.4 Types of Advertising 30
2.5 Objectives of Advertising 31
2.6 Advantages and Disadvantages 34
2.7 Consumer Buyer Influences 35
2.8 Advertising Budget 46
2.9 Factors That Should Be Considered When Setting Advertising Budget 50
2.10 Message Selection 51
2.11 Media Selection Strategy and Scheduling 55
2.12 Evaluation of Advertising Effectiveness through Research 57
2.13 Advertising Research Technique 57
2.14 The Concept of Consumption Pattern and Advertising 65
References 68
CHAPTER THREE RESEARCH METHODS 70
3.1 Research Design 70
3.2 Research Method 70
3.3 Sources of Data 71
3.4 Questionnaire Design/Method 72
3.5 Population Studied 72
3.6 Sample Size Determination 73
3.7 Method of Questionnaire Distribution 75
3.8 Method of Data Analysis 78
References 79
CHAPTER FOUR PRESENTATION AND ANALYSIS OF DATA 80
4.1 Presentation of Data 80
4.2 Test of Hypothesis 101
CHARTER FIVE SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS 116
5.1 Summary of Findings 116
5.2 Conclusion 118
5.3 Recommendations 119
Bibliography 123
INTRODUCTION
The history of marketing dates back to early limes what appears to be only difference between what obtains now and then is that the activities of marketing of old emphasized buying and selling.
Hence, little or no effects were made by the nature of wants of the consumer it was just good and services for goods and services.
At the same time, the gap between production and consumption was very small and. manageable such that a producer’s problem was more in production than in disposal.
Unfortunately. Due to industrial revolution which has brought, in its wake total change in creativity, thinking and improvement in genius.
The result is that the problem of the producer had to transcend the only act of production to making them available to consumer.
This is because the consumer has equally attained some level of sophistication in his style in his style and mode of demand for goods and services.
BIBLIOGRAPHY
Akpala Agwu (1990): Management: An Introduction and The Nigeria Perspective; Faculty of Business Administration University of Nigeria.
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Futreel Charles (1987): Personal Selling: USA, Business one IRWN Homewood.
Jerkins Frank (1987): Introduction to Marketing Advertising and Public Relative, London, Macmillan publishers Limited.
Kotler, Philip (1988): Marketing Management: Analysis, planning, Implementation and Control, New denim. Prentice Hall International 6th Edition
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