THE EFFECT OF TELEVISION ADVERTISING ON CONSUMER BUYING HABIT (A STUDY OF PZ PLC IN ILARO)
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- NGN 5000
Abstract
In this study, our focus was to carryout a critical analysis on effect of television advertising on consumer buying habit using PZ plc in Ilaro as a case study. The study specifically was aimed at ascertaining the actual television advertisement of PZ plc Ilaro on the buying decision of consumers habit.
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 morning fresh detergent are directly influenced by the advertisement is rejected and the null hypothesis which states that the higher the Users of morning fresh detergent are not directly influenced by the advertisement is accepted. The result from this investigation proved that there is a significant relationship between Consumer buying habit and successful marketing. This implies that consumer buying habit 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 buying habit and survival of an organization. This implies that Consumer buying habit is necessary for the survival of an organization
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