IMPACT OF ADVERTISING ON CONSUMER BUYING HABIT
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Abstract
The study was on impact of advertising on consumer buying habit. Advertising refers to any form of non-personal presentation or promotion of ideas, goods and services by an identified sponsor. The raison d’ taire of advertising is to create awareness of a product and to further stimulate brand preference. Therefore, its role in the pursuant of a company’s profit making objective cannot be over emphasized. The study used the Nigerian Bottling Company (NBC) Plc, Owerri branch as its case study. One would be tempted to think that a company as renowned as NBC would be laid back in its advertising practices. But that is not the case. The Company is a fervent advertiser of its products through almost all the advertising media of television, radio, print, out-door (bill boards) to mention but a few. The objectives of the study therefore are to find out if indeed advertising builds primary demand, the extent to which it fosters consumer loyalty & its relationship with sales volume. Finally, the study concludes on the note that even “big” names have no choice, but to keep on advertising …. and advertising, for business sustenance and growth.
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