INFLUENCE OF ADVERTISING MESSAGES ON CARITAS UNIVERSITY UNDERGRADUATES’ PATRONAGE OF GOODMORNING CORNFLAKES

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Abstract
The main purpose of this study is to find out the influence of advertising on Caritas University undergraduates´ patronage of Goodmorning cornflakes. The study adopted the survey research method using the questionnaire as its research instrument. Out of 100 copies of questionnaire distributed to the respondents who were undergraduate students of Caritas University, 100 copies were retrieved. The study asked among other questions: what type of influence do advertising messages have on your patronage of Goodmorning cornflakes? The findings revealed that advertising has great influence on he respondents purchase of Goodmorning cornflakes. The study recommends that the manufacturers should increase their media for advertising from radio and TV to bill board, posters and pamphlets so that their advertising messages will reach many people.

TABLE OF CONTENTS
Title page- - - - - - - - - - - -i
Declaration- - - - - - - - - - - -ii
Certification - - - - - - - - - - - -iii
Dedication- - - - - - - - - - - -iv
Acknowledgements- - - - - - - - - - -v
Table of contents - - - - - - - - - - -vi
List of tables- - - - - - - - - - - -viii
Abstract - - - - - - - - - - - -ix

CHAPTER ONE: INTRODUCTION
1.1 Background of the study- - - - - - - - - -1
1.2 Statement of the Problems- - - - - - - - -6
1.3 Purpose /Objective of the study- - - - - - - - -6
1.4 Research questions- - - - - - - - - -7
1.5 Scope of the study- - - - - - - - - -7
1.6 Significance of the study- - - - - - - - -7
1.7 Operational definition of Significance terms- - - - - - -8

CHAPTER TWO
REVIEW OF LITERATURE
2.1 Introduction- - - - - - - - - - -9
2.2 Review of concepts- - - - - - - - - -9
2.3 Review of related studies- - - - - - - - - 22
2.4 Theoretical Framework- - - - - - - - - -23
2.5 Summary- - - - - - - - - - - -23

CHAPTER THREE
RESEARCH METHOD
3.1 Introduction- - - - - - - - - - -25
3.2 Research design- - - - - - - - - - -25
3.3 Population of study- - - - - - - - - -26
3.4 Sampling Technique/sample size- - - - - - - -26
3.5 Description of research instrument- - - - - - - -27
3.6 Validity of data gathering instrument- - - - - - - -27
3.7 Method of data collection- - - - - - - - -27
3.8 Method of data analysis- - - - - - - - - -28

CHAPTER FOUR
DATA PRESENTATION AND DISCUSSION OF FINDINGS
4.1 Introduction - - - - - - - - - - -29
4.2 Data presentation and analysis- - - - - - - - -29
4.3 Discussions of findings- - - - - - - - - -37

CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Introduction- - - - -- - - - - - -41
5.2 Summary of findings- - - - - - - - - -41
5.3 Conclusions - - - - - - - - - - -42
5.4 Recommendations- - - - - - - - - -42
5.5 Suggestions for further studies- - - - - - - - -43
References- - - - - - - - - - - -44
Appendix 1- - - - - - - - - - - -46
Appendix 2- - - - - - - - - - - -47

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INFLUENCE OF ADVERTISING MESSAGES ON CARITAS UNIVERSITY UNDERGRADUATES’ PATRONAGE OF GOODMORNING CORNFLAKES

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