1.0 Introduction
1.1 Background Of The Study
Advertising is used to reach a wide market to induce consumer behaviours. However, advertising consist of non-personal form of communication conducted through paid media under clear sponsorship. Also advertising can be said to consist of all paid activities in presenting openly sponsored message regarding a product service. All the above aim at making impact on consumer habits.
Consumer’s habits about anything object is based upon what the things are related to the feeling of satisfaction. The techniques to include change in another person behaviour includes: the characteristics of the communicator may influence how much change occurs. They way in which message in presented may make difference example whether the message is poorly organized or not some situation variable may help to increase like the supporting audience surrounding the target.
1.2 Statement Of The Problem
The problem facing advertising includes the following:
It is expensive activity:
The creation of awareness through a good mass media or other channels of communication consume a lot of finance to the person involved or company embarking on such awareness.
It is a difficult action:
To reach a wide number of consumers involved in our environment. This also takes patience by the company of owner of a product because the audience may not respond immediately. The awareness should also be done through many media for conception for the audience.
1.3 Aim and Objectives of the Study
The aim of the study is to make a detailed analysis of the impact of advertising has no consumers buying habit in Owerri Urban. In achieving this aim, the following specific objectives were laid out as follows:
- To find out how effective and efficient does advertising have impact on the consumer;
- To investigate the effect of advertising on the society; and
- To examine the types of advertisement that enhances consumers buying habit in the study area.
1.4 Scope Of The Study
This work covers the methods employed by many companies in promoting and advertising good and services to the public with reference to the study of consumer buying habit in Owerri Urban.
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- Is marketing department in charge of promoting finish product?
- Is advertising an important feature?
- How do they promote finish product?
- How do you see advertising function in the organization?
- Does marketing department have adequate number of staff to carry out marketing activities?
- Who is responsible for the over all decision to market product?
- What method do you employ in studying consumers buying habit in our society?
1.6 Significance of the Study
The need for this study is to analyze the impact of advertising on consumers buying habit in owerri urban.
It is to serve as reference to students and business companies. It aimed at taking the various ways of improving the effective and efficient of advertising to the consumer.
1.7 Limitations Of The Study
During the course of this study, there were some problems encountered which stood as limitations to the research work. Some of the limitations include:
- Time Constraint:
The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Financial Constraint:
Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
- Initial Cooperation Delay from Respondents:
A particular limitation of this work came as a result of the respondent refusal to offer their cooperation at the initial time they were contacted. This contributed in making the success of this research study difficult.
…
