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
CHAPTER ONE
GENERAL INTRODUCTION
1.0 Background to the Study
The advertiser‘s primary objective is to reach prospective customers and influence their awareness, attitudes andbuyingbehaviour. They spend a lot of money to keep individuals (markets) interested in their products. To succeed, they need to understand what makes potential customers behave the way they do. The advertiser‘s goal is to get enough relevant market data to develop accurate profiles of buyers-to-find the common group(and symbols) for communication. This involves the study of consumers, behaviour; the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants (Arlington, 1996).
Potter (1990) noted that the principal aim of consumer behaviour analysis is to explain why consumers act in particular ways under certain circumstances. It tries to determine the factors that influence consumer behaviour, especially the economic, social and psychological aspects that can indicate the most favoured marketing mix that management should select. Consumer behaviour analysis helps to determine the direction that consumer behaviour is likely to take and to give preferred trends in product development, and attributes of alternative communication methods etc. Consumer behaviour analysis views the consumer as another variable in the marketing sequence, a variable that cannot be-controlled and that will interpret the product or service not onlyin terms of the physical characteristics, but in the context of this image according to the social and psychological makeup of that individual consumer (or group of consumers).
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Economic theory has sought to establish relationships between selling prices, sales achieved and consumer‘s income. Similarly, advertising expenditure is frequently compared with sales. On other occasions, financial accountingprinciples may be applied to analyse profit and loss. Management ratios, net profit before tax, liquidity and solvency ratios can all be investigated. Under these situations, the importance of the consumer‘s motivations, perceptions, attitudes and beliefs are largely ignored. The consumer is assumed to be ―rational‖ that is, to react in the direction that would be suggested by economic theory and financial principles. However, it is often apparent that consumer behaviours do not fall neatly into these expected patterns. It is for these reasons that consumer behaviour analysis is conducted as yet another tool to assess the complexities of marketing operations (Adebija, 2010).
The effect of advertising messages today in Nigeria cannot be overemphasized as we are confronted with one means of advertising or the other, whether we are driving, walking along the streets, sitting in our living rooms, in the office, even in the market place, in addition to listening to radio, watching television and reading in dailies. Due to the aforementioned, it is difficult to avoid being confronted with the awareness of some or most goods and services. Also due to the pervasiveness of advertisement people need not take advertising for granted. However, many people, especially advertising practitioners agree that advertisement is one of the most important factors that influence our lives especially aiding in our consumption behaviour.
Advertising has long been a fascinating socio-political topic. As a force in our economy, it is vital to the operation of our free market system. It affects consumption and production, it informs, interprets, symbolized, persuades and often entertains. As an
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institution in our society, Potter (1990) speaks of it as: An instrument of social control comparableto the schools and the churches in the area of business, it links buyers and sellers through effective communication network.