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The Effects of Advertising on Consumer Buying Behaviour

The Effects of Advertising on Consumer Buying Behaviour

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DEDICATION

This research material, titled “The Effects of Advertising on Consumer Buying Behaviour” is dedicated to God for His boundless grace and guidance. It is also a tribute to all computer enthusiasts whose contributions made my research journey smoother and enriched my documentation process, making the experience truly fulfilling.



ACKNOWLEDGEMENT

I am profoundly grateful to everyone who contributed to the successful completion of this project. I am especially grateful to my Supervisor (Name), the Head of Department (Name), and the Lecturers in the Department of Business Administration and Management (BAM) for their invaluable guidance and support. I also acknowledge the contributions of authors and scholars whose works on The Effects of Advertising on Consumer Buying Behaviour provided essential insights. Special thanks go to my study area (and any funding organizations, if applicable) for their financial assistance. I am equally thankful to stakeholders, including mentors, teachers, and colleagues, for their encouragement and support. Finally, I deeply appreciate my family and friends for their patience and unwavering support throughout this journey. Your contributions have been instrumental in making this research a reality.



TABLE OF CONTENTS

PRELIMINARY PAGES

CHAPTER ONE

INTRODUCTION

    CHAPTER TWO

    LITERATURE REVIEW

    • 2.1 Introduction
    • 2.2 Conceptual Review
    • 2.3 Theoretical Framework
    • ⋮
    • 2.4 Empirical Studies
    • 2.5 Research Gaps
    • 2.6 Summary of Literature Review

    CHAPTER THREE

    RESEARCH METHODOLOGY

    • 3.1 Introduction
    • 3.2 Research Design
    • 3.3 Population of Study
    • 3.4 Sampling and Sampling Technique
    • 3.5 Validation of Research Instrument
    • 3.6 Method of Data Collection
    • 3.7 Method of Data Analysis
    • 3.8 Questionnaire Administration
    • 3.9 Ethical Consideration
    • 3.10 Statistical Analysis

    CHAPTER FOUR

    DATA ANALYSIS, RESULT AND DISCUSSION

    • 4.1 Introduction
    • 4.2 Presentation and Analysis of Data
    • 4.3 Re-statement of Research Questions
    • 4.4 Test of Hypotheses
    • 4.5 Discussion of Findings

    CHAPTER FIVE

    SUMMARY, CONCLUSION AND RECOMMENDATION

    • 5.1 Introduction
    • 5.2 Summary of Findings
    • 5.3 Conclusion
    • 5.4 Recommendation
    • 5.5 Suggestion for Further Study

    REFERENCES

    APPENDIX A - “QUESTIONNAIRE”


    ABSTRACT

    This dissertation is the product of contributions of ideas ‘ by the researcher and his supervisor. It is both conventional and similar the topic of this project, the effect of advertising on consumers buying behavior in Enugu metropolis with particular reference to the Nigerian Bottling Company, bottlers of coca-cola products, is very vast and one cannot claim to have treated all the aspects of have literature involved in this topic within this skeletal out –fit. Rather the researcher has selected and x –rayed the vital aspects of the topic relevant to the points she wants to investigate and bitterness.

    The project cover aspects like the media consumers get their product message, their p perceptive of advertising message, that is, either than buy the advertised product or not. Also covered were the impact social groups and religion has on consumer buying behavior.

    In chapter one and two the researcher discussed generally advertising and other factors as then effect the buying behavior. In chapter three and four discussion was centered on the methods of collecting the data and analysis. In chapter five, their were discussion of the result, implication of the results, recommendations and suggestions for further research. In the recommendations a number problems were identified and discussed. The researchers conclusion was drawn from points discussed in the proceeding four chapters.

    The researcher delved into the effect of advertising on consumer buying behavior because as a management student he assumes that, advertising plays a major, role in shaping peoples buying decision and to help advertisers and manufactures, especially those in the coca –cola industry, in data mining people’s buying behavior with reference to advertising.

    This wine also helps the researcher and other students to get the practical analysis of effects of advertising on consumer buying behavior.


    The Effects of Advertising on Consumer Buying Behaviour

    CHAPTER ONE

    Introduction

    This chapter covers the introductory aspect of this project work. It discuses the problems needed to be solved in the other chapter to follow.

    1.1 Background Of The Study

    For quiet sometime now, the rise and fall of the advertisings industry, either in a boom or recession period, is dependent on the growth of the economy and this reflects the state of any economy. Infect, many companies have come to realize that advertising. Can constitute itself into a position force in the marketing of their products. Admittedly, figure on total annual bills of the advertising industry are not easy to come by, nevertheless, it is estimated that Nigeria spends about O.O5 percent of its gross National products (GNP) on advertising. And it is hoped that this figure wire improve as we attend a greater rate of development in the business sphere.

    Undoubtedly, advertising is the most conspicuous of all the businesses effort. It forms the promotional or communication program of the businessman. In a competitive environment such as ours, there is the crying need for a manufacturer or seller to use advertising to present his product or service to the potential buyers or consumers.

    It is an obvious fact that advertising has in no small way helped to recognize the business worlds. It brings the consumer in touch with the producer. Ie has to be noted the advertising is a necessary social force for any economics take off and it has influenced the public taste to such an extent that product that could no be advertised have faller into disuse and what is more, businessmen who would not advertise have been forgotten.

    …

    CHAPTER TWO

    2.0 Literature Review

    2.1 Introduction

    This chapter focuses on the review of related literature. A literature review includes the current knowledge as well as theoretical and methodological contributions to a particular topic. It documents the state of the art with respect to the topic you are writing. It surveys the literature in the topic selected. In this research work the literature review includes the conceputal review, theoretical framework, the review of related literature …

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    Defense Procedure for Business Administration and Management Researchers

    In preparation for defending a project or seminar on The Effects of Advertising on Consumer Buying Behaviour, it is imperative that as a nursing student, you demonstrate comprehensive knowledge of your research. The defense process is structured to include presenting your work, answering questions, and illustrating its pertinence. Initially, provide a succinct yet thorough introduction to your research topic, emphasizing its importance and the objectives, ensuring that both the audience and the External Examiner can understand the scope of your study.

    Prior to your defense, be thoroughly acquainted with your research abstract and the critical elements of Chapter One, including motivation for embarking on this research, problem statement, objectives, and significance. In Chapter Two, be ready to cite at least two references from the literature review. For Chapter Three, you should be equipped to discuss the methodologies, tools, and techniques utilized. In Chapter Four, defend your research by justifying the findings and linking them to your research objectives.

    Conclude your defense by succinctly summarizing the study and offering insightful, evidence-based recommendations. A professional dress code, such as wearing a suit and tie, is vital to create a favorable impression and elevate your presentation.

    During the question and answer segment, the External Examiner may pose questions pertaining to your research. If confronted with a challenging or irrelevant question, respond diplomatically with, “Sorry, Sir/Madam, the question asked is beyond the scope of my study.” Whenever possible, direct your answers back to your research findings to reinforce your expertise.

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