THE EFFECT OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR (A CASE STUDY OF NESTLE FOOD NIGERIA PLC)

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THE EFFECT OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR (A CASE STUDY OF NESTLE FOOD NIGERIA PLC)

TABLE OF CONTENTS

Title page i

Certification ii

Dedication iii

Acknowledgement iv

Abstract vi

Table of content vii

CHPATER ONE:

Introduction

Background of the study 1

Statement of problem of the study 4

Significance of the study 5

Scope of the study 5

Limitation of the study 6

CHAPTER TWO:

Literature Review

Definition of advertising 8

Types of advertising 10

Objective of advertising 13

Media selection in advertising 14

Developing the advertising programme 16

Who is a customer 19

Types of consumer 20

Evaluation of consumer buying behaviour 24

Factor’s influencing consumer buying behaviour 25

Effect of advertising on consumer buying behaviour 33 Formulation of Hypothesis 35

CHAPTER THREE:

Research Methodology

Research Methodology 36

The Research Design 36

Definition of population and sampling size 41

Data presentation and analysis techniques 43

CHAPTER FOUR:

Data Presentation and Analysis

Brief history of the case study of Nestle Food Nigeria plc 44

Data presentation 49

Data analysis 52

Test of hypothesis 62

CHAPTER FIVE:

Summary, Conclusion and Recommendation

Summary 64

Conclusion 66

Recommendations 67

References 69

CHAPTER ONE

INTRODUCTION:

1.1 BACKGROUND TO THE STUDY

Advertising has become such as persuasive intensive social economic forces in Nigeria, as in other countries that neither manufacture non consumer can ignore it.

As a communication is the sum total of directly and indirectly consciously transmitted felling attributes and wishes.

Communication has been described as an interpersonal process of sending and receiving symbol with meaning attached to them (Scher, merhom, hunt and osborn 1983) as communication medium, advertising invade our street, office, ideas, person (dead or achieve) and instruction through various media outlet. Ozoh (1998).

Many consumer do not seen to have any definable view on advertising they enjoy entertaining commercial especially if they do not interrupt their favorite programmes, once in a whole the claim the creativity evident in some print advertisement.

Advertising as the campaign, marketer need to know these question as who are we trying to reach with our message i.e. the target market out of the total market. Information on their location, geographical, spread, age distribution, income, race, sex and education customer attitude, competing product etc is always consumer orient advertising market mess marketing possible by making prospective customer aware of the availability and unique quantity of specific good and service. However marketing manager is production companies today face a more complex and challenging environment that their predecessor.

They are saddled with value added tax (VAT) unrealistic change rate decreasing consumer purchasing power the rise in diversity and the increase in complexity are creating new challenges in marketing particularly in the advertising field (objective, 1997). According to shits martin and porovon the investigative and calculator of a number of different area of business and market place that an organization must consider in order to develop and more product or service most efficiently and profitability from their pant to the ultimate consumer.

Advertising is tough and frequency thankless business, it is also hard for the “logical” mind understand and appreciate advertising because at best. It seems to be a mysterious, immeasurable activity of doubtful value in yang okay (1997) it is in the light of the screen and that this study intends to critically examine the usefulness of advertising in persuading consumers to adopt a new or existing product.

1.2 STATEMENT OF PROBLEM OF THE STUDY

The study focused or revealing the effect of advertising on consumer buying behaviour there is any relationship either positive or negative.

Firstly advantage or disadvantage between advertising on consumer buying behaviour.

Secondly the study equally postulates what effect continuous advertisement of project has on consumer buying behaviour.

These studies intend accomplish the following weather continues advertisement of a product has any effect on consumer buying behaviour.

How consumer feel about continuous advertisement of a product, whether they are misleading explorative or deceitful.

1.3 SIGNIFICANCE OF THE STUDY

Advertisement has been regarded as a wasteful used resource and being about unhealthy competitors among firm.

Based on the above science, the effect advertising on consumer buying behaviour play towards increasing soles volume of nestle food (Nigeria) Plc. With a view to the contribution of advertising to the realization of the sales objectives.

1.4 SCOPE OF THE STUDY

Advertising is a area of academic concern while a number of school citizen advertising as being wasteful, other school of through see it as an essential instrument of communicating with the market place.

In the face of the contending controversy about the usefulness of advertising, it is safer to focus on certain aspect of the discipline.

1.5 LIMITATION OF THE STUDY

Ideally, of advertising serve to enhance a sound infrastructure with a solid reputation advertising is not a magic want it can not provide a quick from to a company’s problem or compensable for any shot comings.

Advertising will help very little if your internal operation and cultural personality are opposite what you are trying to convey to the outside audience. Advertising personality is just as important as the external message.

The average customer is not going to purchase a product or service without feeling comfortable with the advertising offering it.

The best way to maintain good public relations during the advertising process is to run enthizal business. Public relation involve sharing information with the public and that careless problems when you have something to hide so make sure you are not running your advertising in a way that requires you to keep secrete from any of your pubic customer employees, shareholders and so on. If a product does not live up to customer expectations, negative word-of-mouth will eventually be its undoing. An eye-catch logo that represents and inspired product or a substandard will be quickly sniffed out by sway buyers. In this case advertising can work to drive customer away on the hard you cannot sell to people who do not know you exist.

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