THE INFLUENCE OF ADVERTISING ON BUYING BEHAVIOUR

INTRODUCTION 

Advertising is one of the most powerful socializing forces in our culture.  Analysts have often state that “advertised products sell more than products that are not advertised.  Adverts shape our attitudes and our attitude shape our behaviour. Benson (1999)

Most producer believe that advertising as an element of marketing mix is required to achieve marketing objectives and goals Dauda Usman (1986:18). Advertising precisely is one of the communication elements in the Marketing Mix; the others are publicity, personal selling and public relations. 

In general, there are two ways of delivering sales information: through the support of force on advertising.  Most consumer goods manufacturers rely on advertising to “PULL” the consumers for their product through the distribution outlets.  Advertising is thus used to build demand . 

The ultimate goal of any consumer goods manufacturer can be achieved through the positive effect of advertising.  In views of this, manufacturer all over are always patent concerned with the effectiveness of advertising  campaign, harnessing, every means of doing this becomes the order of the day in manufacturers circle. 

On the part of the advertising agency, the effectiveness or the influence of advertising on consumer goods determine the standard position or creativity of the agency. 

These contending positions additionally make the task of using advertising as a tool to increase sales volume as a motivational concept not the least easy. 

Generally, the issue of advertising as an effective marketing tool has been a subject of serious scrutiny over the years with experts as well as other Stakeholders striving assiduously to determine the importance or otherwise of advertising to marketing. 

In this respect, two main views have appeared on the issue with one extolling the importance of advertising while the other which is less popular is of the view that advertising is not really important in marketing. 

One of the key proponents of advertising is the respected economist, John Maynard key-ness who ventures thus: “There is a need to consciously develop marketing and advertising techniques to create required demand and expand the market.  The contribution of advertising is vital to sales.  

TABLE OF CONTENTS

Title page i

Certification  ii

Dedication                                                                 iii

Acknowledgements iv

Table of Contents vi

Abstract viii

CHAPTER ONE:

1.1 Introduction  1

1.2 Statement of the Problem 3

1.3 Research Questions 4

1.4 Objectives of the Study 4

1.5 Purpose of Study 5

1.6 Significance of the Study 5

1.7 Limitations 6

1.8 Operational definitions 

CHAPTER TWO:

2.1 Literature review 7

2.2 Theoretical Framework 18

2.3  Attitude Change Theory 22

2.4  Definition of Attitude 23

2.5  Attitude Formation 24

2.6  Theories of Attitude 26

2.7  Review of Related Studies 27

CHAPTER THREE:

3.1 Research Methodology 31

3.2  Identification of Population 31

3.3  Sample Size 32

3.4  Questionnaire Assumption 32

3.5  Instrumental Used 33

CHAPTER FOUR:

4.1  Data Analysis and Interpretation 36

4.2  Data Analysis 36

4.3  Result 36

4.4  Discussion of Findings 42

CHAPTER FIVE:Summary and Conclusion and Recommendation

5.1 Summary 44

5.2 Conclusion 45

5.3 Recommendations 4667

Bibliography 47

Appendix