EFFECT OF ADVERTISING ON CHANGING CONSUMER BEHAVIOUR (A STUDY OF FIRST BANK NIGERIA PLC)

ABSTRACT

This research work was undertaken to assess the effects of advertising on changing consumer behavior. One of the specific objectives among others was to analyze the effect of advertising on consumer choice. The study adopted the survey research design using questionnaire in eliciting information from the respondents. The data was analyzed using the correlation coefficient statistical and the simple percentage model. Upon the analysis of data, the following conclusions were drawn to answer the research question. On the basis of the above findings, it was regardless of what services or product a firm offers to building and sustaining competitive advantage which should be a vital part of the firms competitive strategy.

TABLE OF CONTENT

Title page. ﾿ i

Certification. ﾿ ii

Approval. ﾿ iii

Dedication. ﾿ iv

Acknowledgement. ﾿ v

Table of contents. ﾿ vi

List of table ﾿

List of figures.

Abstract..

CHAPTER 1

INTRODUCTION

1.1 ﾿ Background of the study. ﾿ 1

1.2 ﾿ Statement of the problem. ﾿ 3

1.3 ﾿ Objective of the study. ﾿ 4

1.4 ﾿ Research questions. ﾿ 4

1.5 ﾿ Hypothesis. ﾿ 5

1.6 ﾿ Significant of the study. ﾿ 5

1.7 ﾿ Scope of the study. ﾿ 5

1.8 Limitations of the Study ﾿ 6

1.9 Definition of Terms: ﾿ 6

CHAPTER 2

LITERATURE REVIEW

2.1 Overview of advertising ﾿ 7

2.2 Objectives of advertising ﾿ 11

2.3 Types of advertising. ﾿ 14

2.4  Evaluation of advertising effectiveness. ﾿ 17

2.5  Overview of consumer behavior. ﾿ 19

2.6  The role of consumer behavior. ﾿ 21

2.7  Effect of advertising on the behavior of first bank customers. ﾿ 27

CHAPTER 3

MATERIALS AND METHODS.

3.1Inroduction ﾿ 31

3.2 Research design ﾿ 31

3.3 Area of the study ﾿ 31

3.4 Population for the study ﾿ 32

3.5 Sources of Data and method of  Collection ﾿ 32

3.6 Validity of Instrument ﾿ 32

3.7 Reliability of Instruments ﾿ 33

3.8 Sample Procedure and Sample Size ﾿ 33

3.9 Instrument for Data Collection and Method of Investigation ﾿ 34

3.10 Method of Data Analysis ﾿ 34

CHAPTER 4

4.1 Data Presentation ﾿ 35

CHAPTER 5

SUMMARY, CONCLUSION, AND RECOMMENDATION.

5.1 Summary ﾿ 46

5.2 Conclusion ﾿ 47

5.3 Recommendation ﾿ 47

References ﾿ 48

Appendix A ﾿ 51