THE IMPACT OF ADVERTISING ON CUSTOEMR PATRONAGE IN UNION BANK OF NIGERIA PLC, KADUNA
- Type:Project
- Pages:72
- Format:Microsoft Word
ABSTRACT
Advertising is an economic promoter with the attribute of persuasiveness. In formativeness has an important contribution to make in terms of increasing sales or demand for the services they rendered and hence increase profitability and also helps customers in making decisions or choice of demand or spend their income wisely. The researcher will have to analyze the impact of advertising on patronage with special attention on service industry. The researcher identify the effect which advertising have as regards to generating revenue for the service industry. This research work take into consideration the various advertising channels such as Television, Radio, Posters, Newspaper etc. and the ways in which consumers respond to them. In this research, personal interviews, questionnaire and documentary methods were used to gather the necessary information’s, which were analyzed. A mean statistic was used to analyze the data collection, convenient analyses and tabulation. A total no of 20 respondents was used, also about for (20) questionnaires were given to staff of union bank for answers to be supplied by them. The researcher therefore try to put forward some suggestion that may be revealed and helpful to the industry after all the respondent and questionnaire were analyzed and recommendations were made as to know how advertisement can really increase patronage and better sales volume can be achieved in the service industry.
TABLE OF CONTENTS
Title page - - - - - - - - - - i
Declaration - - - - - - - - - ii
Approval page - - - - - - - - - iii
Dedication - - - - - - - - - - iv
Acknowledgement - - - - - - - - v
Abstract - - - - - - - - - - vii
Table of Contents - - - - - - - - viii
CHAPTER ONE
1.1 Background of the Study - - - - - - 1
1.2 Statement of General Problem - - - - - 4
1.3 Aims and Objectives - - - - - - - 7
1.4 Significance of the Study - - - - - - 8
1.5 Research Questions - - - - - - - 9
1.6 Scope of the Study - - - - - - - 10
1.7 Limitation of the Study - - - - - - 10
CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction - - - - - - - - 12
2.1 Definition of Advertising - - - - - - 12
2.2 Advertising Media - - - - - - - 14
2.3 Types of Advertising - - - - - - - 20
2.4 Classes of Advertising - - - - - - - 22
2.5 Advertising as a major factors infusing Sales - - 31
2.6 Roles of Advertisement - - - - - - 35
CHAPTER THREE
3.0 Introduction - - - - - - - - 38
3.1 Research Design - - - - - - - 38
3.2 Area of Study - - - - - - - - 38
3.3 Population of the Study - - - - - - 39
3.4 Sample Size and Sampling Procedure - - - - 39
3.5 Instrument of Data Collection - - - - - 39
3.6 Validity of the Study - - - - - - - 42
3.7 Reliability of the Study - - - - - - 43
3.8 Method of Data Collection - - - - - - 43
3.9 Method of Data Analysis - - - - - - 43
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.0 Introduction - - - - - - - - 45
4.1 Characteristics of Respondents - - - - - 45
4.2 Presentation and Analysis of Data - - - - 48
4.3 Summary of Findings - - - - - - - 53
4.4 Discussions of Findings - - - - - - 53
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary - - - - - - - - - 55
5.2 Conclusion - - - - - - - - - 56
5.3 Recommendation - - - - - - - 57
Bibliography - - - - - - - - 60
Appendix - - - - - - - - - 61
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