ABSTRACT
This study is aimed at given insight into the effects, if any, of television advertisement on the buying habits of consumers.
It is a research survey based on a sample size of 300 of Enugu urban dwellers. Careful empirical studies have uncovered or shown that advertising actually influences people’s choice and consumption of some goods and services as well as their buying habits, especially peak milk in can and sachets.
Furthermore it has found out that advertising brings a lot of pleasures, amusement, education and entertainment and produce changes that ultimately affects the likes, achievement development of the consumers.
Moreover this study will guide the producers and advertisers of understand the beset techniques to reach their prospective consumers. It shows the significance for unique selling appeal and repetition of television messages. The chapter one of this study unfolds the definition of advertising and effect on the buying habits of consumers with relation to a particular medium/television. This study will reveal viewers attitude or acceptance to it. It will also consider television effectiveness or failure in realizing its set objectives.
Where the aim is not realized, what are the reason or factors responsible after which findings will be produced to make the study more enough for anybody who may wish to study or carryout related work in future.
TABLE OF CONTENT
TITTLE PAGE II
APPROVAL PAGE III
DEDICATIONIV
ACKNOWLEDGEMENTV
ABSTRACTVI
TABLE OF COTENTVII
CHAPTER ONE
INTRODUCTION1
STATEMENT OF THE PROBLEM5
OBJECTIVE OF THE STUDY6
SIGNIFICANCE OF THE STUDY7
RESEARCH QUESTIONS9
LIMITATIONS OF STUDY12
CHAPTER TWO
LITERATURE REVIEW13
CHAPTER THREE
METHODOLOGY23
RESEARCH DESIGN23
RESEARCH SAMPLE 24
DATA ANALYSIS28
CHAPTER FOUR
DATA ANALYSIS30
RESULT38
DISCUSSION39
CHAPTER FIVE
SUMMARY AND RECOMMENDATIONS FOR FURTHER STUDY42
LETTER TO RESPONDENTS45
QUESTIONNAIRE46
REFERENCES50
BIBLIOGRAPHY52
