THE EFFECT OF ADVERTISING ON THE PRICE OF CONSUMER PRODUCTS (A CASE STUDY OF SELECTED MANUFACTURERS IN KADUNA METROPOLIS
THE EFFECT OF ADVERTISING ON THE PRICE OF CONSUMER PRODUCTS (A CASE STUDY OF SELECTED MANUFACTURERS IN KADUNA METROPOLIS
No Thumbnail Available
Date
1998-10
Authors
SAMSON, BEYIOKU KOLAWOLE
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Advertising and price are two variables that interplay to affect the
buying decisions of consumers. While advertising informs consumers of
product existence and its features, the cost associated with it can not be
overlooked. This cost results in higher unit price for the product thereby
creating "artificial" product differentiation.
Consumers, on the other hand, are price conscious when making
their buying decisions, because the strive to attain maximum benefit from
the purchased item at the least cost.
This study has, however, shown that while it is true that product
differentiation leads to price competition with respect to consumer
products, advertising does not necessarily increases the price of
consumer products.
Description
A PROJECT SUBMITTED TO THE POSTGRADUATE SCHOOL
AHMADU BELLO UNIVERSITY. ZARIA,
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE
AWARD OF MASTER OF BUSINESS ADMINISTRATION (MBA)
DEGREE
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
ZARIA
OCTOBER,
Keywords
EFFECT,, ADVERTISING,, PRICE,, CONSUMER PRODUCTS.