ATTITUDES AND PERCEPTIONS OF CONSUMERS TOWARDS ADVERTISING: A SURVEY OF SELECTED CONSUMER PRODUCT IN KADUNA METROPOLIS
ATTITUDES AND PERCEPTIONS OF CONSUMERS TOWARDS ADVERTISING: A SURVEY OF SELECTED CONSUMER PRODUCT IN KADUNA METROPOLIS
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Date
1999-11
Authors
OMOKHELE, ANAVHE MARY
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Abstract
Advertising is a major tool in bringing products and services to the
knowledge of the consumer, this and how it influences consumers
attitudes and perception is the main idea behind this study.
A comparative analysis of the Attitudes and Perception of Consumers
towards advertising with particular reference to some selected products
(Milk, Detergents and Toothpaste) is undertaken.
Advertising should be perceived as a favourable disposition by
consumers/customers. Many scholars, sociologist and psychologist
have made favourable and unfavorable contribution to these effect and
this has led the researcher to undertake this study in order to determine
the effect of advertising on consumers attitudes and perceptions and if
the huge amount of many expended on advertising is actually worth it,
or if it should be discouraged.
The researcher delved into exhaustive text of renowned authors,
scholars, economists, psychologist etc that supported the status quo of
the work in practice.
Survey/Descriptive approach was used in the collection of data. A
sample of 500 was drawn from an estimated consumer population while
a sample of 100 was drawn from a papulation of 100 middlemen.
In the light of the foregoing hypothesis were formulated:
HO. Advertising influences on the consumers has no significant
impact on the purchase of product.
HI. Advertising influences on the consumer has a significant impact
on the purchase of product.
HO. None realization of advertising influences on consumers
perceptions and attitudes is responsible for low product
patronage.
HI. None realization of advertising influences on consumers
perceptions and attitudes is not responsible for low product
patronage.
HO. Wrongful attitudes and perceptions of advertised consumer
product is as a result of the significance variable in the product.
HI. Wrongful attitudes and perceptions of advertised consumer
product is not as a result of the significance variables in the
product.
The above hypothesis were tested using chi square x2 on the basis of
this, the HI; H02 and H03 were proved and accepted. A Comparative
view of related Literature was observed.
In the course of study, certain observations were made in terms of
findings. Based on that, recommendation were made which when
religiously followed will improve the quality of advertisements and
enhance the degree of consumer patronage of milk, detergent and
toothpaste as well as other consumer items generally.
Description
A RESEARCH PROJECT SUBMITTED TO THE
SCHOOL OF POSTGRADUATE STUDIES
AHMADU BELLO UNIVERSITY, ZARIA, KADUNA
STATE.
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE AWARD OF MASTERS IN BUSINESS
ADMINISTRATION DEGREE
Keywords
ATTITUDES,, PERCEPTIONS,, CONSUMERS,, ADVERTISING,, SURVEY,, SELECTED,, CONSUMER,, PRODUCT,, KADUNA METROPOLIS