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
- Objective of advertising 13
- Media selection in advertising 14
- Developing the advertising programme 16
- 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
- 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
CHAPTER FIVE:
Summary, Conclusion and Recommendation
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.
THE EFFECT OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR (A CASE STUDY OF NESTLE FOOD NIGERIA PLC)
