Abstract
The study was on the Influence of Television on Consumer Buying Habits of Guinness Stout in Ikeja Community of Lagos State. It started with general introduction to the research, statement of the problem and purpose of the study. This was followed by comprehensive literature review of television advertising on consumer buying habits of Guinness Stout in Ikeja community of Lagos State. The researcher made use of the survey design to gather necessary information. Simple random sampling was used to select a sample of the population. Through the research methodology involving collection of data from a sample of residents of Ikeja in Lagos State, the researcher applied self-administered questionnaire to obtain primary data which was later analyzed by simple percentage and the hypotheses were tested using the chi- square analysis method. The result showed that television was viewed as the most preferred medium of advertisement of Guinness Stout. The researcher made the recommendation based on the findings that more attention should be focused on using television medium for advertisement of Guinness Stout.
Table of Content
Cover Page I
Title Page Ii
Certification Iii
Dedication Iv
Acknowledgement V
Abstract Vii
Table of Content Viii
List of Tables Xi
1.1 Background of The Study 1
1.2 Statement of The Problem 5
1.3 Objective of The Study 5
1.4 Research Questions 6
1.5 Hypotheses 6
1.6 Scope of the Study 6
1.7 Significance of the Study 7
1.8 Operational Definition of Significant Terms 7
2.1 Introduction 8
2.2 Review of Concepts 8
2.3 Review of Related Studies 16
2.4 Theoretical Framework 17
2.5 Summary of Literature Review 17
3.1 Introduction 18
3.2 Research Design 18
3.3 Population of Study 19
3.4 Sampling Technique 19
3.5 Description of Research Instrument 19
3.6 Validity and Reliability of Data Gathering Instrument 20
3.7 Method of Data Collection 20
3.8 Method of Data Analysis 21
4.1 Introduction 22
4.2 Data Presentation and Analysis 20
4.3 Test of Hypotheses 32
4.4 Discussion of Findings 36
5.1 Introduction 39
5.2 Summary 39
5.3 Conclusion
