THE EVALUATION OF DISTRIBUTION CHANNEL OF PETROLEUM PRODUCTS (CASE STUDY MOBIL)
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ABSTRACT
The present study -was set to investigate the impact of advertising on the consumer buying decision. The study was motivated on the premise that having incomplete information affects decision making process. It is therefore risky for buyers to make purchasing decision without adequate information. Based on this the present study was set to investigate the impact of advertising on consumer buying decision with an emphasis on evaluation alternatives which is a stage in the buying process. The study adopted a survey research design with a sample size of 300 consumers using toothpaste using. Four research questions and four hypotheses were developed to guide the study. The instrument used for the collection of data was questionnaire. The data collected was analyzed using descriptive statistics such as mean, frequencies, and percentages, while chi- square was adopted to test the hypotheses at 0.05 level of significance. Findings from this study indicated that advertisement have significant impacts on consumers' buying decision process. The study also indicated that consumers' final decision to buy the product in the means of alternatives is influenced by advertisement. The study also indicated that the consumers post purchase evaluation of the product is also influenced by advertisement. On the basis of these findings the study concluded that advertising products have significant impact on the consumers' buying decisions and thus recommended generally that business organization should adopt advertisement in ensuring that their products gets the publicity it deserves to attract customers' attention.
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