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THE EFFECTS OF TELEVISION ADVERTISEMENTS ON THE BUYING HABIT OF CONSUMERS [PEAK MILK ADVERT IN PERSPECTIVE]

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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

TITLE PAGE                                 II
APPROVAL 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    

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