THE IMPACT OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR
Concept of Advertising
The modern dictionary definition of advertising does not tell us much about modern activities of advertising.
Generally speaking, according to Joyce M. Hawkins who compile the Oxford Dictionary (1995) reprinting explained that advertising simply means to make known, to public, to inform, to attempt or persuade. The dictionary limit the functions of the advertisement to that of the town crier who simply delivers the messages and has absolutely no concern about the meaning of the messages. Both advertising executives are not modern day town criers, they are salesmen or sales force through printed and recorded media.
Concepts of Consumer Behaviour
Irwin M. H. (2001) consumer behaviour and building marketing strategy defines consumer's behaviour as "the study of individuals, groups or organizations and the processes they use to select, secure, used and dispose of product, services or ideas to satisfy needs and the impact that these processes have on the consumer behaviour and the society. This is a broader-view of consumer behaviour that is the traditional one which focus much more on the buyer and the antecedents and consequences of the purchasing processes. This view will lead us to examine indirect influences and consumption decision as well as consequences that involved more than the purchaser and the seller. To recognize the marketing practice, successful marketing firms required extensive information and consumer's behaviour.
ADVERTISING AND CONSUMER BUYING BEHAVIOUR ABSTRACT The purpose of this study was to focus on advertising and consumer buying behaviour. The aim of this research work is to examine the effect of quality advertising, celebrity endorsement and environmental response on consumer buying behaviour. This study employed qualitative research instrument... Continue Reading
ABSTRACT This dissertation is the product of contributions of ideas ‘ by the researcher and his supervisor. It is both conventional and similar the topic of this project, the effect of advertising on consumers buying behavior in Enugu metropolis with particular reference to the Nigerian Bottling Company, bottlers of coca-cola products, is very... Continue Reading
CHAPTER ONE INTRODUCTION 1.1 Background of the study Advertising business is a form of marking communication used to encourage, persuade, or manipulate an audience (viewers, readers, or history’s, sometime a specific group to take or centime to take some... Continue Reading
THE EFFECT OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR IN ENUGU METROPOLIS (A CASE STUDY OF NIGERIAN BOTTLING COMPANY 9TH MILE ENUGU.) ABSTRACT This dissertation is the product of contributions of ideas ‘ by the researcher and his supervisor. It is both conventional and similar the topic of this project, the effect of advertising on consumers... Continue Reading
ABSTRACT The primary objective of this research work is to investigate the impact of cultural influences on buying behaviour, particularly on consumers. Information and data used in this presentation were based on various shades of opinion pooled from people of all work of life, since all of us are consumers in one way or the other. The work is... Continue Reading
CHAPTER ONE INTRODUCTION 1.1 Background of the Study In recent years the online environment is viewed by users from a new perspective, in a commercial way. Its development and the emergence of online stores have turned users into consumers. Also the... Continue Reading
CHAPTER ONE INTRODUCTION 1.1 Background of the study In this age of intense competition, consumers are daily bombarded with advertisement and commercials from the various advertising media. In order to capture and register a position in the mind space of consumer, companies tend to adopt several... Continue Reading
CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY There is increased awareness today concerning socio-economic development of the developing countries. This awareness has led to rapid growth of industries whose involvement in economic sector has made great impact towards the enhancement and... Continue Reading
ABSTRACT The purpose of the study is to investigate the impact of advertising on consumer behavior taking coca cola as a case study. The researcher gathered primary data information through the distribution of questionnaire. A total of 48 respondents were analysed... Continue Reading
(A CASE STUDY OF NIGERIA BOTTLING COMPANY N.B.C PLC) TABLE OF CONTENTS PAGE Title page Dedication Acknowledgement Table of contents CHAPTER ONE 1.0 Introduction 1.1 Background to the Study... Continue Reading