PERCEPTION AND ATTITUDES OF CONSUMER TOWARDS ADVERTISING
PERCEPTION AND ATTITUDES OF CONSUMER TOWARDS ADVERTISING
No Thumbnail Available
Date
1998-08
Authors
OBAWEDE, SEGUN KOLAWOLE
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
There has been divergent comments on advertising practices in
Nigeria, such comments cover every aspects of advertising including
advertising economic effects, social impacts, its truthfulness and
deception among others. This research tested whether the opinion
expressed by these commentators is a reflection of public opinion
on advertising.
It was found that public perception of advertising in Nigeria
is not too critical overall. However, certain practices of
advertising were deplored. Moreover, it was found that a person's
attitude toward advertising is independent of either a person's
perception of the extent of consumer's degree of vulnerability in
a purchase situation or his attitude toward business. A persons
attitude toward advertising is however dependent on his/her sex and
his/her usage or non-usage of the product being advertised. The
study recommends among others that government should enforce that
advertisements for alcohols and cigarettes should contains warnings
about their possible health implications.
v
Description
A THESIS IN THE DEPARTMENT OF BUSINESS ADMINISTRATION
SUBMITTED TO THE SCHOOL OF POSTGRADUATE STUDIES IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF
MASTERS OF BUSINESS ADMINISTRATION,
AHMADU BELLO UNIVERSITY,
ZARIA
BY
OBAWEDE SEGUN KOLAWOLE
AUGUST, 1998
Keywords
PERCEPTION,, ATTITUDES,, CONSUMER TOWARDS,, ADVERTISING.