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