THE IMPACT OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR IN DANGOTE PLC

ABSTRACT The title of the project work is “The Impact of Advertising on Consumers Buying Behaviour”. A case study of Dangote Plc. The aims and objectives of this project work are to find out what advertisement is all about, analyze the effects that advertising has on consumer buying behaviour, determine the extend to which advertisement can actually affect the buying of consumer also to determine whether advertisement can achieve product awareness in the minds of consumers. In order to achieve this, the researcher employed survey and descriptive method, collect the relevant data. After the data have been collected and analyzed it was found that advertising as promotional tool has a positive and direct impact ton consumer buying behaviour. In view of the above, it was recommended that the company should continued advertising her product since it induces consumers behaviours towards a product thereby increasing sales volume to the company of Dangote Plc, Kaduna.   TABLE OF CONTENTS  Title Page---------i Approval Page--------ii Declaration--------iii Dedication---------iv Acknowledgement-------v Abstract---------vi Table of Contents-------vii
CHAPTER ONE  INTRODUCTION 1.1Background of the Study-----1 1.2Statement of General Problem----5 1.3Objective of the Study------6 1.4Research Questions------6 1.5Significance of the Study-----7 1.6Scope of the Study------8 1.7Definition of Terms------8
CHAPTER TWO  REVIEW OF RELATED LITERATURE 2.1Introduction-------10 2.2Concept of Advertising-----11 2.3Concept of Consumer Behaviour----14 2.4Objectives of Advertising-----16 2.5The Importance of Behavioural Science in Advertising 16 2.6Classification of Advertising----17 2.7Behaviour Effect of Advertising----20 2.8Selecting the Media------28 2.9Criteria for Selecting Advertising Media--25 2.10Measuring the Effectiveness of Advertising--26 2.11The Need for Advertising-----28 2.12Shortcoming of Advertising-----28
CHAPTER THREE  RESEARCH METHODOLOGY 3.1Introduction-------32 3.2Research Design------32 3.3Area of the Study------32 3.4Population of Study------33 3.5Sample size and Sampling Techniques---33 3.6Instrument for Data Collection----33 3.7Validity of the Instrument-----33 3.8Reliability of the Instrument----34 3.9Method of Data Collection-----34 3.10Method of Data Analysis-----34 
CHAPTER FOUR  DATA PRESENTATION AND ANALYSIS 4.0Introduction-------36 4.1Data Presentation and Analysis----36 4.2Characteristics of the Respondents---36 4.3Data Analysis-------39 4.4Testing Hypothesis------46 4.5Summary of Findings------51 4.6Discussion of Findings-----52
CHAPTER FIVE  SUMMARY, CONCLUSION AND RECOMMENDATION 5.0Introduction-------54 5.1Summary--------54 5.2Conclusion--------57 5.3Recommendations------58 References  --------61 Appendix--------62