TABLE OF CONTENTS
Title page i
Table of content vii
1.1 Background of the study 1
1.2 Statement of problem of the study 4
1.3 Significance of the study 5
1.4 Scope of the study 5
1.5 Limitation of the study 6
2.1 Definition of advertising 8
2.2 Types of advertising 10
2.3 Objective of advertising 13
2.4 Media selection in advertising 14
2.5 Developing the advertising programme 16
2.6 Who is a customer 19
2.7 Types of consumer 20
2.8 Evaluation of consumer buying behaviour 24
2.9 Factor’s influencing consumer buying behaviour 25
2.10 Effect of advertising on consumer buying
2.11 Formulation of Hypothesis 35
3.1 Research Methodology 36
3.2 The Research Design 36
3.3 Definition of population and sampling size 41
3.4 Data presentation and analysis techniques 43
Data Presentation and Analysis
4.1 Brief history of the case study of Nestle Food
Nigeria plc 44
4.2 Data presentation 49
4.3 Data analysis 52
4.4 Test of hypothesis 62
Summary, Conclusion and Recommendation
5.1 Summary 64
5.2 Conclusion 66
5.3 Recommendations 67
1.1 BACKGROUND TO THE STUDY
Advertising has become such as persuasive intensive social economic forces in Nigeria, as in other countries that neither manufacture non consumer can ignore it.
As a communication is the sum total of directly and indirectly consciously transmitted felling attributes and wishes.
Communication has been described as an interpersonal process of sending and receiving symbol with meaning attached to them (Scher, merhom, hunt and osborn 1983) as communication medium, advertising invade our street, office, ideas, person (dead or achieve) and instruction through various media outlet. Ozoh (1998).
Many consumer do not seen to have any definable view on advertising they enjoy entertaining commercial especially if they do not interrupt their favorite programmes, once in a whole the claim the creativity evident in some print advertisement.
Advertising as the campaign, marketer need to know these question as who are we trying to reach with our message i.e. the target market out of the total market. Information on their location, geographical, spread, age distribution, income, race, sex and education customer attitude, competing product etc is always consumer orient advertising market mess marketing possible by making prospective customer aware of the availability and unique quantity of specific good and service. However marketing manager is production companies today face a more complex and challenging environment that their predecessor.
They are saddled with value added tax (VAT) unrealistic change rate decreasing consumer purchasing power the rise in diversity and the increase in complexity are creating new challenges in marketing particularly in the advertising field (objective, 1997). According to shits martin and porovon the investigative and calculator of a number of different area of business and market place that an organization must consider in order to develop and more product or service most efficiently and profitability from their pant to the ultimate consumer.
Advertising is tough and frequency thankless business, it is also hard for the “logical” mind understand and appreciate advertising because at best. It seems to be a mysterious, immeasurable activity of doubtful value in yang okay (1997) it is in the light of the screen and that this study intends to critically examine the usefulness of advertising in persuading consumers to adopt a new or existing product.
1.2 STATEMENT OF PROBLEM OF THE STUDY
The study focused or revealing the effect of advertising on consumer buying behaviour there is any relationship either positive or negative. Firstly advantage or disadvantage between advertising on consumer buying behaviour. Secondly the study equally postulates what effect continuous advertisement of project has on consumer buying behaviour. These studies intend accomplish the following weather continues advertisement of a product has any effect on consumer buying behaviour. How consumer feel about continuous advertisement of a product, whether they are misleading explorative or deceitful.
1.3 SIGNIFICANCE OF THE STUDY
Advertisement has been regarded as a wasteful used resource and being about unhealthy competitors among firm. Based on the above science, the effect advertising on consumer buying behaviour play towards increasing soles volume of nestle food (Nigeria) Plc. With a view to the contribution of advertising to the realization of the sales objectives.
Frontiers, E. & AFOLAYAN, T (2021). The Effect of Advertising on Consumer Buying Behavior (A Case Study of Nestle Food Nigeria Plc). Afribary. Retrieved from https://afribary.com/works/the-effect-of-advertising-on-consumer-buying-behavior-a-case-study-of-nestle-food-nigeria-plc
Frontiers, Edu, and TINUOLA AFOLAYAN "The Effect of Advertising on Consumer Buying Behavior (A Case Study of Nestle Food Nigeria Plc)" Afribary. Afribary, 24 Dec. 2021, https://afribary.com/works/the-effect-of-advertising-on-consumer-buying-behavior-a-case-study-of-nestle-food-nigeria-plc. Accessed 20 Jan. 2022.
Frontiers, Edu, and TINUOLA AFOLAYAN . "The Effect of Advertising on Consumer Buying Behavior (A Case Study of Nestle Food Nigeria Plc)". Afribary, Afribary, 24 Dec. 2021. Web. 20 Jan. 2022. < https://afribary.com/works/the-effect-of-advertising-on-consumer-buying-behavior-a-case-study-of-nestle-food-nigeria-plc >.
Frontiers, Edu and AFOLAYAN, TINUOLA . "The Effect of Advertising on Consumer Buying Behavior (A Case Study of Nestle Food Nigeria Plc)" Afribary (2021). Accessed January 20, 2022. https://afribary.com/works/the-effect-of-advertising-on-consumer-buying-behavior-a-case-study-of-nestle-food-nigeria-plc