ABSTRACT

Advertising is a very powerful mental tool for creating consumers’ awareness about a product and in the process influence their buying behaviour. This study was carried out to empirically ascertain the extent to which advertising has been used as a tool to create customers’ awareness about OMO detergent and how effective it has been used to influence their buying behaviour. Two econometrics models specified for the study were estimated with SPSS statistical technique. The empirical results indicated that there was a positive and significant effect of advertising on consumers’ buying behaviour and there was also a positive and significant impact on unilever profitably. Suggestions made were that unilever Nigeria plc should sustain the current level of advertising on OMO, the company should start advertising OMO through social media in the internet ,there is a need to complement advertisement with direct selling, and there is a need for the company to carry out more research  on advertising in order to develop new  models of creating product awareness and influence consumers buying behaviour. 

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of contents             vi

List of tables                                                                         ix

Abstract                                                                                                                                    xi                                                                                                                        

Chapter One: Introduction

1.1 Background of the Study- - - - 1

1.2 Statement of the Study- - - - 2

1.3 Objective of the Study- - - - 3

1.4 Research Questions- - - - - 3

1.5 Research Hypotheses- - - - - 3

1.6 Significance of the Study- - - - 3

1.7 Scope of the Study- - - - - 4

1.8 Definition of Term- - - - - 4

Chapter Two: Review of Related Literature

2.1 Advertising- - - - - 6

2.2 Emotional Response Advertisement- - - - 8

2.3 Environmental Response- - - - 10

2.4 Advertising and Consumer Behaviour- - - 11

2.5 Consumer buying Behaviour- - - - 12

2.5.1 Buying Motives- - - - 13

2.5.2 Product Motives- - - - 14 

2.5.3 Patronage Buying Motives- - - - 14

2.6 Major Factors Influencing Buying Behaviour- - - 15

2.7 The Impact of Advertising- - - - 17

2.8 Critics/Advocated Views on Advertising- - - 18

2.8.1 Unethical- - - - - 18

2.8.2 Exaggerated- - - - - 18 

2.8.3 Materialistic- - - - - 19

2.9 Types of Advertising

2.9.1 Product Advertising- - - - 19

2.9.2 Corporate Advertising- - - - 19

2.9.3 Financial Advertising- - - - 20

Chapter Three: Research Methodology

3.1 Research Study- - - - - 21

3.2       Area of the Study- - - - 21

3.3 Population of Study- - - - - 21

3.4 Sample Size and Sample Technique- - - - 21

3.5       Instrument of Data Collection- - - 22

3.6 Source of Data- - - - - 23 

3.6.1 Primary Data- - - - - 23

3.7 Sample Technique and Procedure- - - - 23

3.8 Data Analysis Technique- - - - 23

3.9 Model Specification- - - - - 24

Chapter Four: Results and Discussion

4.0 Introduction- - - - - 25

4.1 Rate of Return of Questionnaires- - - - 25

4.2 SECTION A: Demographic Profile of the Respondent- - 25

4.2.1 Gender- - - - - 26

4.2.2 Age- - - - - 26

4.2.3 Marital Status- - - - - 27

4.2.4 Educational Attainment- - - - 27

4.2 SECTION B: Responses to Questionnaire- - - 28 

4.2.1 The Effect of Advertising on Profitability- - - 29

4.2.2 The Effect of Consumer Buying Behaviours - - - 29

            4.2.3  The Relationship Between Advertising and 

                      Consumer Buying Behaviour- - - - 29    

           4.2.4 The Growth of the Company and Advertising- - - 30

4.3      Response to the Items in the Questionnaires- - - 31

Chapter Five:  Summary, Conclusion And Recommendation

5.1 Introduction- - - - - 34

5.2 Summary of Major Findings- - - - 34

5.3 Conclusion- - - - - 35

5.4 Recommendations- - - - - 35

References