Effect of Advertisement on Consumer Behaviour.
TABLE OF CONTENTS
Title Page i
Approval Page ii
Dedication iii
Acknowledgements iv
Table of Contents v
CHAPTER ONE: GENERAL INTRODUCTION
1.1 Background to the Study 1-4
1.2 Statement of Research Problem 4-6
1.3 Objectives of the Research 7
1.4 Research Hypothesesn7
1.5 Scope and Limitations of the Study 8
1.6 Significance of the Study 8-9
1.7 Schemes of Chapter 10- 11
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction 12- 13
2.2 Concepts of Advertising 13- 15
2.3 Reasons for Advertising 16- 17
2.4 Role of Advertising 18
2.5 Types of Advertising 18- 20
2.6 Advertising Industry 21- 23
2.7 Advertising Media 24- 30
2.8 Concept on Consumer Behaviour 30- 31
2.9 Theories of Consumer Buying Behaviour 31- 34
2.10 Model of Consumer Decision Making Process 34- 37
2.11 Advertising and Consumer Behaviour – A Theoretical Explanation 37- 42
2.12 Effects of Advertisement on Consumer Behaviour 42- 44
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction 45
3.2 Population and Sample of the Study 45- 46
3.3 Sources and Method of Data Collection 46- 47
3.4 Method of Data Analysis 48
3.5 Hypotheses Testing Method 48-51
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Introduction 52
4.2 Data Presentation and Analysis 52- 66
4.3 Test of Hypotheses 67-71
CHAPTER FIVE: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
5.1 Summary 72-77
5.2 Findings and Conclusion 77-79
5.3 Recommendations 79-81
Bibliography 82-84
INTRODUCTION
1.1 Background of the Study
The motive of being in business is to produce for sale and profit. In order to remain in business, an organization must generate enough sales from its products to cover operating cost and post reasonable profits (Ayanwale, Adeolu, Alimi and Mathew, 2005).
However, taking decision on sales is the most difficult to predict, estimates, or determine with accuracy, potential customers demands as they are uncontrolled factors external to an organization.
Considering the importance of sales on business survival and the connection between it and customers, it is therefore, expedient for organizations to engaged in programme that can influence customers decision to purchase its products.
This is where advertising comes into play in an organization that is into manufacturing of products.
BIBLIOGRAPHY
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Ayanwale, A.B., Alimi, T. & Ayanbimpe, M.A (2005) – “The influence of Advertising on Consumer Brand Preference.” Journal of Social Science, 10 (1), 9-16.
Backhaus, K. and Wilken, R. (2007) – “Predicting Purchase Decision with Different Analysis Methods,” International Journal of Market Research. 49(3). Pp. 341-364
Barkowitz et al (1992) – Marketing, 3rd Edition, Macdonald and Evans Ltd, London, U.K.
Gary, W. (1992) – Marketing Models, Prentice Hall, Upper Saddle River, New Jersey, USA.