ADVERTISING AND CONSUMER BEHAVIOR: A CASE STUDY OF NOVIDA KAMPALA, UGANDA

ABSTRACT

The aim of the study was to survey the effectiveness of advertisements on buying

behavior of the youth. The study was carried out targeting consumers and nonconsumers

of Novida fruit flavored drink.

Cross sectional survey design was used for the study which allowed generalization of

the findings from the selected sample. The target population consisted of the youth

congregation at Kampala

The sample size was 50. The youth were stratified on basis of their difference in

years and then were randomly selected to ensure that both male and female were

represented. The research instrument used was a questionnaire.

The study sought to find out consumption behavior of the consumers as a result of

advertising. The questionnaire objectives were therefore to gather information on

attitudes that consumers had towards Novida’s advertising and the impact of this

advertising on consumers.

Data gathered and results analyzed indicated that advertising did not in fact directly

influence behavior towards the process of making the purchase decision; rather it

only incites purchase but is not a decisive factor when it comes to Novida’s

advertisements. This was attributed to a presence of other factors such as

convenience of products, attractive advertising, promotional activities, and generally

habits that the consumers had developed throughout their lifetimes.

Recommendations were given for further research into these effects of advertising.

The researcher also recommended that other marketing communication tools be

researched on.

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