CONSUMER PERCEPTION OF BUSINESS ADVERTISEMENT (A CASE STUDY OF SELECTED ORGANISATIONS IN ABUJA) BY
CONSUMER PERCEPTION OF BUSINESS ADVERTISEMENT (A CASE STUDY OF SELECTED ORGANISATIONS IN ABUJA) BY
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Date
1999-11
Authors
TAHIR, UZAIRU SULEIMAN
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Abstract
This study is on consumer perception of Business Advertisement taking Abuja
organizations as a case study. The aim has been to find out how consumers perceive
Advertisements with regards to influencing them in their decision to make choice of goods and
services.
Advertising is part of promotional tools employed by business organizations to present
their goods and services to the general public for patronage. The question often arise whether
advertisement is not just a waste of effort and resources on the part of the organizations since
consumers are presumed to have already made a choice of how to allocate their scarce resources
in a way that their needs are satisfied.
There is also the view that since consumers are rational in their choice, they need no
media to inform or persuade them to make purchase decisions.
The study therefore, set out to investigate how consumers perceive advertising by various
business organizations and the findings from it would shows the effectiveness of advertisement
or otherwise in regards to consumer perception. Accordingly, the study covers investigation
both on the part of the organizations and various consumers within Abuja metroplis
Description
A PROJECT PRESENTED TO THE POSTGRADUATE SCHOOL OF
AHMADU BELLO UNIVERSITY, ZARIA
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION (MBA)
Department of Business Administration
AHMADU BELLO UNIVERSITY
ZARIA
NOVEMBER, 1999
Keywords
CONSUMER, PERCEPTION, BUSINESS, ADVERTISEMENT