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
