Analysis Of Purchase Behavior Of Advertised And Non Advertised Products Among Consumers Of Non Alcoholic Drinks Markets In Abia State
ABSTRACT
The study was an extension research on analysis of purchase
behavior of' advertised and non advertised products among consumers in the non
alcoholic drinks market in Abia state. The objective of the study were to
ascertain the perception of consumers patronage of advertised and non
advertised brands in the study area. Compare respondents perception between
advertised and non advertised. Determine the effects of socio-economic
characteristics of i'esponclents on the patronage of advertised and non
advertised brands in the target market. A well structured questionnaire was
used to collect primary dita for the study which were analyzed with probit
models. The study findings were that gender was significant at % and positively
influences the choice of advertizeci and unadvertised product in the study area
that educational level was also significant at I % and positively effect the
exposure and effect of the advertizing on the consumer purchase behavior of non
alcoholic drinks in Abia State. That the quality perception of the target
respondent is also positively at I % and iniluence the brand choice of the non
alcoholic drink in the study al-ca howe\'er the study recommendation are that
advertisement of products especially in the consumer market should be
encouraged this will help create, not only brand awareness but sales. The use
of quality media should be adopted for household consumer goods in the study
area. Advertising messages and gimmicks should consider the educational level
of the respondent in the study area.
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NWANKWO, S (2021). Analysis Of Purchase Behavior Of Advertised And Non Advertised Products Among Consumers Of Non Alcoholic Drinks Markets In Abia State. Repository.mouau.edu.ng: Retrieved Dec 23, 2024, from https://repository.mouau.edu.ng/work/view/analysis-of-purchase-behavior-of-advertised-and-non-advertised-products-among-consumers-of-non-alcoholic-drinks-markets-in-abia-state-7-2
STELLA, NWANKWO. "Analysis Of Purchase Behavior Of Advertised And Non Advertised Products Among Consumers Of Non Alcoholic Drinks Markets In Abia State" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 22 Nov. 2021, https://repository.mouau.edu.ng/work/view/analysis-of-purchase-behavior-of-advertised-and-non-advertised-products-among-consumers-of-non-alcoholic-drinks-markets-in-abia-state-7-2. Accessed 23 Dec. 2024.
STELLA, NWANKWO. "Analysis Of Purchase Behavior Of Advertised And Non Advertised Products Among Consumers Of Non Alcoholic Drinks Markets In Abia State". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 22 Nov. 2021. Web. 23 Dec. 2024. < https://repository.mouau.edu.ng/work/view/analysis-of-purchase-behavior-of-advertised-and-non-advertised-products-among-consumers-of-non-alcoholic-drinks-markets-in-abia-state-7-2 >.
STELLA, NWANKWO. "Analysis Of Purchase Behavior Of Advertised And Non Advertised Products Among Consumers Of Non Alcoholic Drinks Markets In Abia State" Repository.mouau.edu.ng (2021). Accessed 23 Dec. 2024. https://repository.mouau.edu.ng/work/view/analysis-of-purchase-behavior-of-advertised-and-non-advertised-products-among-consumers-of-non-alcoholic-drinks-markets-in-abia-state-7-2