Effect of Television Advertising on Consumer Purchasing Behaviour in Oshodi Isolo Local Government Area, Lagos State

ABSTRACT

The effect of Television advertising on consumer purchasing behaviour was carried out in oshodi-isolo using Concept of advertisement, Television advertising, Consumer buying behaviour, Effect of advertising on Consumers’ behaviour, Empirical studies. Advertising through all media influences audiences, but television is one of the strongest mediums of advertising and due to its mass reach and visual components; it cannot only influence individuals’ attitude, behaviour, lifestyle, exposure but can, in the long run, even influence the culture of the country. Television advertisements came up in the society because it helps to showcase goods and services. It also helps producers to sell their goods more, informs the public not only about the product but also the qualities of the products than any other medium. Advertising also serves as a means of raising huge revenue for the television house. The study has two research questions which were answered using percentage, mean and standard deviation. Based on the findings of this study, it could be concluded that the majority of consumers who served as the respondents in this study do watch television. It could be concluded that the extent at which the people watch television was high and positive. The study also concluded that television advertising had an effect on the purchasing behaviour of consumers in Oshodi-Isolo Local Government Area of Lagos State.

TABLE OF CONTENTS

CERTIFICATION

DEDICATION

ACKNOWLEDGEMENT

ABSTRACT

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

1.2 Statement of the Problem

1.3 Objectives of the Study

1.4 Significance of the Study

1.5 Definition of Terms

CHAPTER TWO

2.0 LITERATURE REVIEW

2.1 Concept of Advertisement

2.2 Television Advertising

2.3 Consumer Buying Behaviour

2.4 Effect of Advertising on Consumers’ Behaviour

2.5 Empirical Studies

2.6 Summary

CHAPTER THREE

METHODOLOGY

3.1 Research Design

3.2 Study Area 

3.3 Population 

3.4 Sample and Sampling Techniques

3.5 Research Instruments 

3.6 Validity of the Instruments 

3.7 Reliability of the Instruments 

3.8 Data Collection Procedure 

3.9 Method of Data Analysis 

CHAPTER FOUR

4.0 DATA PRESENTATION AND ANALYSIS

4.1 Analysis of Demographic Data

4.2 Analysis of Research Questions

4.3 Discussion 

CHAPTER FIVE

5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary

5.2 Conclusion

5.3 Recommendation

5.4 Suggestion for further studies

APPENDIXES

REFERENCES