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

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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

DEDICATION IV

ACKNOWLEDGEMENT V

ABSTRACT VI

TABLE OF COTENT VII

CHAPTER ONE

INTRODUCTION 1

STATEMENT OF THE PROBLEM 5

OBJECTIVE OF THE STUDY 6

SIGNIFICANCE OF THE STUDY 7

RESEARCH QUESTIONS 9

LIMITATIONS OF STUDY 12

CHAPTER TWO

LITERATURE REVIEW 13

CHAPTER THREE

METHODOLOGY 23

RESEARCH DESIGN 23

RESEARCH SAMPLE 24

DATA ANALYSIS 28

CHAPTER FOUR

DATA ANALYSIS 30

RESULT 38

DISCUSSION 39

CHAPTER FIVE

SUMMARY AND RECOMMENDATIONS FOR FURTHER STUDY 42

LETTER TO RESPONDENTS 45

QUESTIONNAIRE 46

REFERENCES 50

BIBLIOGRAPHY 52

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

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