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ATTITUDES AND PERCEPTIONS OF CONSUMERS TOWARDS ADVERTISING: A SURVEY OF SELECTED CONSUMER PRODUCT IN KADUNA METROPOLIS
ABSTRACT
Advertising is a major tool in bringing products and services to the knowledge of the consumer, this and how it influences consumers attitudes and perception is the main idea behind this study. A comparative analysis of the Attitudes and Perception of Consumers towards advertising with particular reference to some selected products (Milk, Detergents and Toothpaste) is undertaken. Advertising should be perceived as a favourable disposition by consumers/customers. Many scholars, sociologist and psychologist have made favourable and unfavorable contribution to these effect and this has led the researcher to undertake this study in order to determine the effect of advertising on consumers attitudes and perceptions and if the huge amount of many expended on advertising is actually worth it, or if it should be discouraged. The researcher delved into exhaustive text of renowned authors, scholars, economists, psychologist etc that supported the status quo of the work in practice. Survey/Descriptive approach was used in the collection of data. A sample of 500 was drawn from an estimated consumer population while a sample of 100 was drawn from a papulation of 100 middlemen. In the light of the foregoing hypothesis were formulated: HO. Advertising influences on the consumers has no significant impact on the purchase of product. HI. Advertising influences on the consumer has a significant impact on the purchase of product. HO. None realization of advertising influences on consumers perceptions and attitudes is responsible for low product patronage. HI. None realization of advertising influences on consumers perceptions and attitudes is not responsible for low product patronage. HO. Wrongful attitudes and perceptions of advertised consumer product is as a result of the significance variable in the product. HI. Wrongful attitudes and perceptions of advertised consumer product is not as a result of the significance variables in the product. The above hypothesis were tested using chi square x2 on the basis of this, the HI; H02 and H03 were proved and accepted. A Comparative view of related Literature was observed. In the course of study, certain observations were made in terms of findings. Based on that, recommendation were made which when religiously followed will improve the quality of advertisements and enhance the degree of consumer patronage of milk, detergent and toothpaste as well as other consumer items generally.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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