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
TITLE PAGE IIAPPROVAL PAGE III
DEDICATION IV
ACKNOWLEDGEMENT V
ABSTRACT VI
TABLE OF CONTENT VIII
CHAPTER ONE
INTRODUCTION 1
STATEMENT OF THE PROBLEM 6
OBJECTIVE OF THE STUDY 7
SIGNIFICANCE OF THE STUDY 8
RESEARCH QUESTIONS 10
LIMITATIONS OF STUDY 13
CHAPTER TWO
LITERATURE REVIEW 15
CHAPTER THREE
METHODOLOGY 27
DATA COLLECTION 28
RESEARCH DESIGN 29
MEASURING INSTRUMENT 31
RESEARCH SAMPLE 33
DATA ANALYSIS
CHAPTER FOUR
DATA ANALYSIS 35
RESULT
DISCUSSION 45
CHAPTER FIVE
SUMMARY AND RECOMMENDATIONS FOR FURTHER STUDY
LETTER TO RESPONDENTS 48
QUESTIONNAIRE 49
REFERENCES 56
BIBLIOGRAPHY 58
