THE EFFECTS OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR IN ENUGU METROPOLIS. (A CASE STUDY OF NIGERIAN BOTTLING COMPANY 9TH MILE ENUGU.)

ABSTRACT 

The project cover aspects like the media consumers get their product message, their p   perceptive of advertising message, that is, either than buy the advertised product or not. Also covered were the impact social groups and religion has on consumer buying behavior. 

In chapter one and two the researcher discussed generally advertising and other factors as then effect the buying behavior. In chapter three and four discussion was centered on the methods of collecting the data and analysis. In chapter five, their were discussion of the result, implication of the results, recommendations and suggestions for further research. In the recommendations a number problems were identified and discussed. The researchers conclusion was drawn from points discussed in the proceeding four chapters. 

The researcher delved into the effect of advertising on consumer buying behavior because as a management student he assumes that, advertising plays a major, role in shaping peoples buying decision and to help advertisers and manufactures, especially those in the coca –cola industry, in data mining people’s buying behavior with reference to advertising. 

This wine also helps the researcher and other students to get the practical analysis of effects of advertising on consumer buying behavior. 

  

TABLE OF CONTENTS 

Title page 

Approval page 

Dedication 

Acknowledgement 

Abstract 

Table of contents 

List of table 

INTRODUCTION 

LITERATURE REVIEW 

2.1 Review of related literature 

RESEARCH DESIGN AND METHODOLOGY 

3.1 Research design 

3.2 Area of the study 

3.3 Population of the study 

3.4 Sample size and sample procedure 

3.5 Instrument for data collection 

3.6 Validation of the instrument 

3.7 Reliability of the instrument 

3.8 Method of the collection 

3.9 Method of data analysis 

Reference

DATA PRESENTATION AND ANALYSIS 

4.1 Presentation and Analysis of data 

4.2 Summary of Results 

Reference 

DISCUSSION, RECOMMENDATION AND CONCLUSION 

5.1 Discussion of Result 

5.2 Conclusions 

5.3 Implications of the Research findings 

5.4 Recommendations 

5.5 Suggestions for future Research 

Reference 

APPENDICES 

APPENDIX I sample of introductory letter 

APPENDIX 2 sample of questionnaire 

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