ABSTRACT
The aim of this project is to examine “Impact of Advertising on Consumer Purchases Decision” using Nestle Nigeria plc (Milo) as a case study, so that the relationship that exist between advertising and Milo will be analyzed. Advertising is perhaps the most conspicuous of all marketing activities this very fact has led to a widespread misunderstanding of its real scope and nature. The main objective of this study was to evaluate the impact of advertising on the consumption of “Nestle Milo” and also to find out the extend of which advertisement have succeeded in influencing the buying and consumption of Nestle Milo. Survey method was used in collecting data and this method permits the researcher to survey the respondent at their own convenience in order to find solution to problems, three (3) hypothesis were formulated and data were collected through the use of questionnaires administered. Furthermore, result obtained from the test of hypothesis show that advertising has an impact on consumer purchase decision with an impact on consumer purchase decision with a particular reference to Nestle Milo. Based on findings, it was recommended that Nestle milo Plc should improve on its advertising media, in order to have a large market share in the market of milo
TABLE OF CONTENTS
Abstract
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire