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THE EFFECT OF RADIO ADVERTISING ON CONSUMER PURCHASING DECISION

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CHAPTER ONE
1.1 INTRODUCTION.
Organization and individual are faced almost with the problems of having to make decisions. The decision making process is made difficult by the presence of uncertainty concerning the surrounding environment. For consumer, it was compounded by unlimited wants and scarce resources. Economists says that consumers are utility maximizes; this implies that they will use their limited resources to acquire a bundle of goods that will put them on the highest utility curve. Hence, consumers will choose the maximum value to cost ratio.    
 Consumer buying decision behavior is the decision processes and act of people involved in buying and using products.
Purchasing a product is not as complex as arriving at the decision whether to buy or not. this decision can be manipulated  by organization through various promotional mix including advertising.
Advertising is a form of non-personal communication about an organization or its product that is transmitted to a target audience through a mass/broadcast medium such as television, radio and billboard e.t.c. but the medium that concerns this project is that of radio advertising.
The radio advertising is a medium of advertising which is oral or vocal and has the widest reach of all the media in Nigeria.
Radio message are received virtually in all rural and urban areas. it uses various catching phases and slogan. Musical jingles can also be presented which goes along the way to boost the image of the company.
Lastly, the radio advertising should also have impact on consumer buying decision. The rationale behind this project is to examine and compare the influence of the radio advertising on consumers’ buying decision with other medium of advertising.
1.2   PURPOSE OF THE STUDY
To examine the effect of Radio advertising on Consumer purchasing decision.
1.3     OBJECTIVES OF STUDY
1.            To determine the strength and weakness of Radio advertising.
2.            To identify the consumers expectation with regard to radio advertising.
3.            To compare the effect of radio advertising with other media of advertising influencing consumers buying decision.

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