ABSTRACT

This dissertation is the product of contributions of ideas ‘ by the researcher and his supervisor. It is both conventional and similar the topic of this project, the effect of advertising on consumers buying behavior in Enugu metropolis with particular reference to the Nigerian Bottling Company, bottlers of coca-cola products, is very vast and one cannot claim to have treated all the aspects of have literature involved in this topic within this skeletal out –fit. Rather the researcher has selected and x –rayed the vital aspects of the topic relevant to the points she wants to investigate and bitterness.

The project cover aspects like the media consumers get their product message, their p   perceptive of advertising message, that is, either than buy the advertised product or not. Also covered were the impact social groups and religion has on consumer buying behavior.

In chapter one and two the researcher discussed generally advertising and other factors as then effect the buying behavior. In chapter three and four discussion was centered on the methods of collecting the data and analysis. In chapter five, their were discussion of the result, implication of the results, recommendations and suggestions for further research. In the recommendations a number problems were identified and discussed. The researchers conclusion was drawn from points discussed in the proceeding four chapters.

The researcher delved into the effect of advertising on consumer buying behavior because as a management student he assumes that, advertising plays a major, role in shaping peoples buying decision and to help advertisers and manufactures, especially those in the coca –cola industry, in data mining people’s buying behavior with reference to advertising.

This wine also helps the researcher and other students to get the practical analysis of effects of advertising on consumer buying behavior.

 CHAPTER ONE

INTRODUCTION

This chapter covers the introductory aspect of this project work. It discuses the problems needed to be solved in the other chapter to follow.

1.1   BACKGROUND OF THE STUDY

For quiet sometime now, the rise and fall of the advertisings industry, either in a boom or recession period, is dependent on the growth of the economy and this reflects the state of any economy. Infect, many companies have come to realize that advertising. Can constitute itself into a position force in the marketing of their products. Admittedly, figure on total annual bills of the advertising industry are not easy to come by, nevertheless, it is estimated that Nigeria spends about O.O5 percent of its gross National products (GNP) on advertising. And it is hoped that this figure wire improve as we attend a greater rate of development in the business sphere.

Undoubtedly, advertising is the most conspicuous of all the businesses effort. It forms the promotional or communication program of the businessman. In a competitive environment such as ours, there is the crying need for a manufacturer or seller to use advertising to present his product or service to the potential buyers or consumers.

It is an obvious fact that advertising has in no small way helped to recognize the business worlds. It brings the consumer in touch with the producer. Ie has to be noted the advertising is a necessary social force for any economics take off and it has influenced the public taste to such an extent that product that could no be advertised have faller into disuse and what is more, businessmen who would not advertise have been forgotten.