ABSTRACT
The title of the project work is “The Impact of Advertising on Consumers Buying Behaviour”. A case study of Dangote Plc. The aims and objectives of this project work are to find out what advertisement is all about, analyze the effects that advertising has on consumer buying behaviour, determine the extend to which advertisement can actually affect the buying of consumer also to determine whether advertisement can achieve product awareness in the minds of consumers. In order to achieve this, the researcher employed survey and descriptive method, collect the relevant data. After the data have been collected and analyzed it was found that advertising as promotional tool has a positive and direct impact ton consumer buying behaviour. In view of the above, it was recommended that the company should continued advertising her product since it induces consumers behaviours towards a product thereby increasing sales volume to the company of Dangote Plc, Kaduna.
TABLE OF CONTENTS
Title Page - - - - - - - - - i
Approval Page - - - - - - - - ii
Declaration - - - - - - - - iii
Dedication - - - - - - - - - iv
Acknowledgement - - - - - - - v
Abstract - - - - - - - - - vi
Table of Contents - - - - - - - vii
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study - - - - - 1
1.2 Statement of General Problem - - - - 5
1.3 Objective of the Study - - - - - - 6
1.4 Research Questions - - - - - - 6
1.5 Significance of the Study - - - - - 7
1.6 Scope of the Study - - - - - - 8
1.7 Definition of Terms - - - - - - 8
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 Introduction - - - - - - - 10
2.2 Concept of Advertising - - - - - 11
2.3 Concept of Consumer Behaviour - - - - 14
2.4 Objectives of Advertising - - - - - 16
2.5 The Importance of Behavioural Science in Advertising 16
2.6 Classification of Advertising - - - - 17
2.7 Behaviour Effect of Advertising - - - - 20
2.8 Selecting the Media - - - - - - 28
2.9 Criteria for Selecting Advertising Media - - 25
2.10 Measuring the Effectiveness of Advertising - - 26
2.11 The Need for Advertising - - - - - 28
2.12 Shortcoming of Advertising - - - - - 28
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction - - - - - - - 32
3.2 Research Design - - - - - - 32
3.3 Area of the Study - - - - - - 32
3.4 Population of Study - - - - - - 33
3.5 Sample size and Sampling Techniques - - - 33
3.6 Instrument for Data Collection - - - - 33
3.7 Validity of the Instrument - - - - - 33
3.8 Reliability of the Instrument - - - - 34
3.9 Method of Data Collection - - - - - 34
3.10 Method of Data Analysis - - - - - 34
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.0 Introduction - - - - - - - 36
4.1 Data Presentation and Analysis - - - - 36
4.2 Characteristics of the Respondents - - - 36
4.3 Data Analysis - - - - - - - 39
4.4 Testing Hypothesis - - - - - - 46
4.5 Summary of Findings - - - - - - 51
4.6 Discussion of Findings - - - - - 52
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.0 Introduction - - - - - - - 54
5.1 Summary - - - - - - - - 54
5.2 Conclusion - - - - - - - - 57
5.3 Recommendations - - - - - - 58
References - - - - - - - - 61
Appendix - - - - - - - - 62
Disclaimer: Note this academic material is intended as a guide for your academic research work. Do not copy word for word. Note: For Computer or Programming related works, some works might not contain source codes
CITE THIS WORK
(2014, 08). The Impact Of Advertising On Consumer Buying Behaviour In Dangote Plc.. ProjectStoc.com. Retrieved 08, 2014, from https://projectstoc.com/read/2898/the-impact-of-advertising-on-consumer-buying-behaviour-in-dangote-plc-7484
"The Impact Of Advertising On Consumer Buying Behaviour In Dangote Plc." ProjectStoc.com. 08 2014. 2014. 08 2014 <https://projectstoc.com/read/2898/the-impact-of-advertising-on-consumer-buying-behaviour-in-dangote-plc-7484>.
"The Impact Of Advertising On Consumer Buying Behaviour In Dangote Plc.." ProjectStoc.com. ProjectStoc.com, 08 2014. Web. 08 2014. <https://projectstoc.com/read/2898/the-impact-of-advertising-on-consumer-buying-behaviour-in-dangote-plc-7484>.
"The Impact Of Advertising On Consumer Buying Behaviour In Dangote Plc.." ProjectStoc.com. 08, 2014. Accessed 08, 2014. https://projectstoc.com/read/2898/the-impact-of-advertising-on-consumer-buying-behaviour-in-dangote-plc-7484.
- Related Works
- Analysis Of The Impact Of Effective Communication In Increasing Organizational Productivity. A Case Study Of Nigerian Breweries Plc, Amaeke, Ngwo, Enugu, Enugu State
- Management Of Crises In An Organization. (a Case Study Of Anammco Plc Emene Enugu)
- The Problems Of Planning And Forecasting In Business Organisation
- Problems Of Human Resources Management In Enugu State Government Parastatals (enugu State Broadcasting Service (esbs), Enugu)
- The Impact Of Monetary Incentive Scheme For The Performance Of Workers In An Organisation. First Bank Of Nigeria Plc, Enugu
- The Impact Of Government Regulation On Business (a Case Study Of N.b.l. Plc)
- Management Problems Of Manufacturing Industries In Nigeria A Case Study Of Nigeria Breweries Plc.
- The Impact Of Monetary Incentive On Organisation Performance (a Case Study Of First Bank Plc Enugu)
- Analyzing The Effects Of Management Styles On The Production Of Workers. A Case Study Of Hotel Industry
- An Apprisial Of The Role Of Smuggling Activities In The Total Purchase Price Of Materials (a Case Study Of Nigeria Imgration Enugu)