EFFECT OF TELEVISION ADVERTISING ON CONSUMER PURCHASING BEHAVIOUR
- Project Research
- 1-5 Chapters
- Quantitative
- Chi-Square
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
ABSTRACT
In this study, our focus was to carryout a critical analysis on effect of television advertising on consumer purchasing behaviour. The study specifically was aimed at ascertaining the actual television advertisement of Omo detergent on the buying decision of consumers behaviour.
The study adopted the survey research design and randomly enrolled participants in the study. A total of 100 responses were validated from the enrolled participants where all respondent are active workers in the Unilever Nigeria Plc. The findings revealed that Since the X2 calculated value is greater than the critical table value that is 3.508 is less than 5.991, the alternate hypothesis which states that the Users of Omo blue detergent are directly influenced by the advertisement is rejected and the null hypothesis which states that the higher the Users of Omo blue detergent are not directly influenced by the advertisement is accepted. The result from this investigation proved that there is a significant relationship between Consumer purchase behavior and successful marketing. This implies that Consumer purchase behavior is not a fact finding process essential for successful marketing. The result from this investigation also proved that there is a significant relationship between Consumer purchase behavior and survival of an organization. This implies that Consumer purchase behavior is necessary for the survival of an organization
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