The Effects of Advertising On Consumer Behavior, A Case Study of Frarims Supermarket Malaba, Kenya.

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TABLE OF CONTENTS PAGE

DECLARATION ................................................................................ .i

APPROVAL ...................................................................................... .ii

DEDICATION .................................................................... : .............. .iii

ACKNOWLEDGEMENT ..................................................................... .iv

TABLE OF CONTENTS ........................................................................ v

ABSTRACT ....................................................................................... viii

CHAPTER ONE

INTRODUCTION ............................................................................... 1

1.0 Background ..................................................................................... 1

1.1 Statement of the problem .................................................................... 2

1.2 Purpose of the Study ......................................................................... 2

1.3 Objectives ...................................................................................... 3

1.4 Research Questions ........................................................................... 3

1.5 Scope of the Study ............................................................................ 3

1.6 Significance ................................................................... : ............... 4

1. 7 Limitations of the Study ................................................................... .4

CHAPTER TWO

LITERATURE REVIEW

2.0 Introduction ..................................................................................... 5

2.1 Impact of Advertisement on Consumer behavior. .................................................... 5

2.2 Factors Influencing Consumer Behavior. .................................................. 8

2.3 The Relationship between Advertising and Consumer Adoption Process ........... 1 0

CHAPTER THREE

RESEARCH METHODOLOGY

3.0 Introduction ................................................................................... 12

3.1 Research design ................................................................ ; ................ 12

3.2 Research site ................................................................................... 12

3.3 Study Population .............................................................................. 12

3.4 Sample Size Selection and Techniques ..................................................... 13

3. 5 Research Instruments ......................................................................... 13

3.6 Data Analysis and Processing ................................................................ 13

CHAPTER FOUR

DATA PRESENTATION INTERPRETATION AND ANALYSIS

4.0 Introduction ................................................................................... 14

4.1 Impact of Advertising on Consumer Behavior ........................................... 14

4.2 Factors that influence Consumer Behavior other than Advertising .................... 17

4.3 The Relationship between Advertising and Consumer Adoption Process ............ 18

CHAPTER FIVE

DISCUSSION CONCLUSION AND RECOMMENDATIONS

5.0 Introduction .................................................................................. 20

5.1 Discussion ..................................................................................... 20

5.2 Conclusion .................................................................................... 21

5.3 Recomn1endations ........................................................................... 22

REFERENCES .................................................................................... 23

APPENDIX I: QUESTIONNAIRE TO CUSOMER ....................................... .i

APPENDIX II: QUESTIONNAIRE TO STAFF ............................................. iii

APPENDIXIII: QUESTIONNAIRE TO MANAGER ...................................... v

APPENDIX IV: FIELD RESEARCH LETTER

ABSTRACT The main purpose of this study was to establish the effect of advertising on consumer behavior. While being guided by the statement oft he problem "there .is no doubt that advertising has been a significant factor in the economic success ofbusinesses." This was sufficient evidence to show that advertising has been the ingredient that has profited firms. This triggered the researcher to endeavor to establish the effects of advertising on consumer behavior. The main research objectives were, to establish the impact of advertising on consumer behavior, to find out what influences consumer behavior other than advertising and to determine the relationship between advertising and consumer adoption process. The researcher used questionnaire and interviews to collect primary data and library research for secondary data all of which was presented using tables and graphs. The researcher established that advertising had effect on consumer purchase decisions and behavior. Other factors such as social, environmental and individual factors had a considerable influence on the consumer behavior and decisions too. Rate of adoption varied from consumer to consumer and from one group to another. It was deduced that continued advertisement would create awareness of products, influence purchase decisions and behavior. Such modes of advertising as print media, electronic and advertising agencies need to be used often in order to achieve maximum marketing influence on the consumer.

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