THE EFFECTS OF TELEVISION ADVERTISMENTS ON THE BUYING HABIT OF CONSUMERS [PEAK MILK ADVERT IN PERSPECTIVE] A CASE STUDY OF ENUGU URBAN DWELLERS

ABSTRACT This study is aimed at given insight into the effects, if any, of television advertisement on the buying habits of consumers. It is a research survey based on a sample size of 300 of Enugu urban dwellers. Careful empirical studies have uncovered or shown that advertising actually influences people’s choice and consumption of some goods and services as well as their buying habits, especially peak milk in can and sachets. Furthermore it has found out that advertising brings a lot of pleasures, amusement, education and entertainment and produce changes that ultimately affects the likes, achievement development of the consumers. Moreover this study will guide the producers and advertisers of understand the beset techniques to reach their prospective consumers. It shows the significance for unique selling appeal and repetition of television messages. The chapter one of this study unfolds the definition of advertising and effect on the buying habits of consumers with relation to a particular medium/television. This study will reveal viewers attitude or acceptance to it. It will also consider television effectiveness or failure in realizing its set objectives. Where the aim is not realized, what are the reason or factors responsible after which findings will be produced to make the study more enough for anybody who may wish to study or carryout related work in future. 
TABLE OF CONTENT TITTLE PAGE II APPROVAL PAGE III DEDICATIONIV ACKNOWLEDGEMENTV ABSTRACTVI TABLE OF COTENTVII
CHAPTER ONE INTRODUCTION1 STATEMENT OF THE PROBLEM5 OBJECTIVE OF THE STUDY6 SIGNIFICANCE OF THE STUDY7 RESEARCH QUESTIONS9 LIMITATIONS OF STUDY12
CHAPTER TWO LITERATURE REVIEW13
CHAPTER THREE  METHODOLOGY23 RESEARCH DESIGN23 RESEARCH SAMPLE 24 DATA ANALYSIS28
CHAPTER FOUR DATA ANALYSIS30 RESULT38 DISCUSSION39
CHAPTER FIVE SUMMARY AND RECOMMENDATIONS FOR FURTHER STUDY42 LETTER TO RESPONDENTS45 QUESTIONNAIRE46 REFERENCES50 BIBLIOGRAPHY52