The Influence Of Advertising On Consumer Purchase Behavior (A Case Study Of Guinness Nigeria Plc)

ABSTRACT

The research work examine the influence of advertising on consumer purchase behaviour with particular reference to Guinness Nigeria PLC. Data were collected from both primary and secondary sources and were analyzed based on Analysis of Variance (ANOVA). Spearman's correlation coefficient, and Pearson's correlation coefficient. The findings show that consumers, dealers and members of the sales force of the company studied were of the same opinion that advertising is significant in the management of consumer complex decision making process. Respondents assess advertisement at a high level of significance in consumer limited decision making process. Therefore it recommends that products should be made to give the consumer the advertised benefits, also advertisement should be structured to aid consumers have awareness, desire and motivate them to purchase actions. 

TABLE OF CONTENT

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of Content ﾿ vi

Abstract ﾿ viii

Chapter One ﾿

1.1 ﾿ Introduction ﾿ 1

1.2 ﾿ Background of Study ﾿ 3

1.3 ﾿ Statement of Problem ﾿ 4

1.4 ﾿ Objective of the Study ﾿ 4

1.5 ﾿ Significance of the study ﾿ 5

1.6 ﾿ Definition of terms ﾿ 5

1.7 ﾿ Literature Review ﾿ 7

1.8 ﾿ Origination of work ﾿ 11

Chapter Two

2.0 ﾿ Methodology ﾿ 15

2.1 ﾿ Data Source and Limitation ﾿ 15

2.2 ﾿ Assumptions for Statistical quality control ﾿ 15

2.3 ﾿ method of analysis ﾿ 18

Chapter Three

3.0 ﾿ Data analysis and interpretations ﾿ 22

3.1 ﾿ Justification of assumptions ﾿ 22

3.1.1 ﾿ Normality test ﾿ 22

3.1.2 ﾿ Constant variances of the data ﾿ 25

3.1.3 ﾿ Tests for tests for randomness of the data ﾿ 26

3.2 ﾿ Data analysis ﾿ 28

3.2.1 ﾿ Control chart for pH value ﾿ 28

3.2.2 ﾿ Control chart for total dissolved solids ﾿ 30

3.2.3 ﾿ Control chart for total Hardness ﾿ 34

Chapter Four

4.0 ﾿ Summary, Conclusion and Recommendation ﾿ 37

4.1 ﾿ Summary ﾿ 37

4.2 ﾿ Conclusion ﾿ 39 

4.3 ﾿ Recommendation ﾿ 40

References ﾿

Appendix A

Data presentation of the pH value ﾿ 43

Data presentation of the total dissolved solids ﾿ 44

Data presentation of the total hardness ﾿ 45

Appendix B

Computation of chi square test of normality for pH value ﾿ 46

Computation of chi square test of normality for total dissolve solids ﾿ 46

Computation of chi square test of normality for total hardness ﾿ 46

Appendix C

Runs for ph value ﾿ 47 ﾿

Runs for total dissolved solids ﾿ 48

Runs for total hardness ﾿ 49

Appendix D

R- program for mad chart ﾿ 50

R - program for mean chart ﾿ 51