– Influence of Advertising on the Sale of Shopping Goods in Bayelsa State –
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ABSTRACT
The major purpose of the study was to determine the extent to which advertising influences the in Bayelsa-state. The study answered four research questions and tested four hypotheses at 0.05 level of significance.
The population of the study consisted of 145 proprietors of shopping goods in Bayelsa state. The entire population was studied, hence no sample was taken. A structured questionnaire consisting of 40 items was developed and used for data collection.
The instrument was face-validated by three experts, two from University of Nigeria Nsukka while the other was from University of Nigeria, Enugu campus. Crombach Alpha method of establishing reliability was used to determine the internal consistency of the instrument and this yielded a of 0.75.
TABLE OF CONTENTS
Title page ————————————————————————- i
Approval ————————————————————————– ii
Certification ——————————————————————– iii
Dedication ———————————————————————– iv
Acknowledgement ————————————————————- v
Table of Contents ————————————————————— vi
List of Tables ——————————————————————– ix
Abstract ———————————————————————- x
CHAPTER I: INTRODUCTION
Background of the Study —————————————————— 1
Statement of Problem ———————————————————- 6
Purpose of the Study ———————————————————– 8
Hypotheses ———————————————————————- 9
Significance of the Study —————————————————– 10
Delimitation of the Study—————————————————— 10
CHAPTER II: REVIEW OF RELATED LITERATURE
Conceptual framework ——————————————————– 11
Theoretical framework ——————————————————– 22
Influence of advertising on the sale of men’s wears———————- 32
Influence of Advertising on the sale of Women’s wears —————- 42
Influence of Advertising on the sale of Jewelry ————————— 55
Influence of Advertising on the Sale of Television ———————- 59
Related Empirical Studies —————————————————– 63
Summary of Related Literature———————————————– 67
CHAPTER III: METHODOLOGY
Design of the Study ———————————————————— 71
Areas of the Study ————————————————————– 71
Population of the Study ——————————————————– 72
Instrument of Data Collection ———————————————— 73
Validation of the Instrument ————————————————- 74
Reliability of the Instrument ————————————————- 75
Method of Data Collection ————————————————— 75
Techniques for Data Analysis ———————————————— 75
Decision Rule ——————————————————————– 76
CHAPTER IV: ANALYSIS AND PRESENTATION OF DATA
Research Question I ———————————————————— 77
Research Question 2 ———————————————————— 79
Research Question 3 ———————————————————— 83
Research Question 4 ———————————————————— 86
Hypotheses Testing ———————————————————— 90
Major Findings —————————————————————— 94
Hypotheses ———————————————————————- 96
Discussion of Findings ——————————————————– 97
Hypothesis I ———————————————————————- 99
CHAPTER V: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Re-statement of Problem —————————————————— 101
Summary of Procedures Used ———————————————— 103
Summary of Findings ———————————————————- 104
Implications for Marketing Education ————————————– 106
Conclusions ———————————————————————- 107
Recommendations ————————————————————– 107
Suggestions for Further Study ———————————————— 108
References ———————————————————————– 109
Appendices
INTRODUCTION
The most widely accepted definition of advertising is the one developed by the American Marketing Association (AMA) in Osuala (1987), as any form of , services or idea for action, openly paid for by an identified sponsor.
However, several authors have defined the term advertising. Jonathan (1995) defined advertising as the use of television or other media in presenting goods, services or ideas to the public. He explained that advertising seeks to create awareness and draw attention to the intended target customers.
Marcus in Okwandu and Ekerete (2007) defined advertising as to the market or public of goods, services or commercial ideas by an unidentified sponsor who pays for the developing of his message(s) to the carrier.
REFERENCES
Adeolu, T. Taiwo, D. & Mattew, A. (2005). Influence of advertising on consumer brand preference. An unpublished Obafemi Awolowo
University. Ile-Ife.Antil. J.H. (1984) Conceptualization and operationlization of involvement. In T.C. Kinnar (Ed) Advances in consumer research London: Macmillan
Press 22. 203-209.Anyanwu, A. (1999). Marketing management. Benin: Barlog Publishers Ltd.
Apcon, P. (1998). The code of advertising practice in Nigeria. Jos: Fon Printers
Assil, A. (1998).In Praise of the product. http// Advertising Industry Nenburive.com, Retrieved 19th Nov 2009.
StudentsandScholarship Team.