TABLE OF CONTENTS
Title Page - i
Approval Page - ii
Dedication - iii
Acknowledgements - iv
Table of Contents - v
CHAPTER ONE: GENERAL INTRODUCTION
1.1 Background to the Study - 1-4
1.2 Statement of Research Problem - 4-6
1.3 Objectives of the Research - 7
1.4 Research Hypotheses - 7
1.5 Scope and Limitations of the Study - 8
1.6 Significance of the Study - 8-9
1.7 Schemes of Chapter - 10-11
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction - 12-13
2.2 Concepts of Advertising - 13-15
2.3 Reasons for Advertising - 16-17
2.4 Role of Advertising - 18
2.5 Types of Advertising - 18-20
2.6 Advertising Industry - 21-23
2.7 Advertising Media - 24-30
2.8 Concept on Consumer Behaviour - 30-31
2.9 Theories of Consumer Buying Behaviour - 31-34
2.10 Model of Consumer Decision Making Process - 34-37
2.11 Advertising and Consumer Behaviour – A Theoretical Explanation - 37-42
2.12 Effects of Advertisement on Consumer Behaviour - 42-44
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction - 45
3.2 Population and Sample of the Study - 45-46
3.3 Sources and Method of Data Collection - 46-47
3.4 Method of Data Analysis - 48
3.5 Hypotheses Testing Method - 48-51
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Introduction - 52
4.2 Data Presentation and Analysis - 52-66
4.3 Test of Hypotheses - 67-71
CHAPTER FIVE: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
5.1 Summary - 72-77
5.2 Findings and Conclusion - 77-79
5.3 Recommendations - 79-81
Bibliography - 82-84
