CONSUMER PERCEPTION OF BUSINESS ADVERTISEMENT (A CASE STUDY OF SELECTED ORGANISATIONS IN ABUJA)
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
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
CONSUMER PERCEPTION OF BUSINESS ADVERTISEMENT (A CASE STUDY OF SELECTED ORGANISATIONS IN ABUJA)
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