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BY

ETUK NSIKAK EDET

PGD/NOU150500070

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FACULTY OF MANAGEMENT SCIENCES

NATIONAL OPEN UNIVERSITY OF NIGERIA.
ABUJA MODEL STUDY CENTRE

MAY, 2017

EFFECT OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR: A CASE

STUDY OF NEXT CASH N CARRY, ABUJA

BY

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ETUK NSIKAK EDET
PGD/NOU150500070

BEING AN ORIGINAL RESEARCH PROJECT PRESENTED TO THE FACULTY

OF MAGAGEMENT SCIENCES IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR AWARD OF POST GRADUATE DIPLOMA IN BUSINESS
ADMINISTRATION OF THE NATIONAL OPEN UNIVERSITY OF NIGERIA

MAY 2017

DECLARATION

I declare that this project was written by me and to the best of my knowledge and belief, this

research project has not been submitted for examination or published in any form for

application of post graduate Diploma in Business Administration.

All source of information collected and materials used have been duly acknowledged by

means of references and bibliography.

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………………………….. Date ……………………

ETUK NSIKAK EDET
PGD/NOU150500050

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Certification

This is to certify that this study was carried out by ETUK NSIKAK EDET school of
Management Sciences, National Open University of Nigeria. Abuja model study centre,
Abuja

………………………….. ………………………….
Mr Abdulkadir Usman Date
Project Supervisor

…………………………….. …..………………………
Date
External Examiner

…………………………….. .………………………….
Dean of faculty Date

…………………………….. ..……………………….
Dean of Post Graduate School Date

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DEDICATION

The study is dedicated to the Mr Abbia Udofia for his constant encouragement throughout my

academic struggles and my mentor Mr Uduakobong Equere.

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ACKNOWLEDGEMENT

The completion of this study would have been impossible without the material and moral

support from various people. It is my obligation therefore to extend my gratitude to them.

First of all I thank the Almighty God for giving me good health, and guiding me through the

entire course.

I am greatly indebted to Mr Abdulkadir Usman who was my project supervisor for his

effective supervision, dedication, availability and professional advice. I extend my gratitude

to my colleague whom I had the honour of studying with during PG BA programme,

therefore enriching my research with knowledge.

My appreciation finally goes to my colleague and friends for their encouragement and their

positive criticism

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ABSTRACT

The research investigated effect of advertising on consumer buying behaviour a case study
of Next Cash N Carry, Abuja. The study used survey research design with population 80
members of staff of the company. Four research questions guided the study as well as one
null and one alternative hypothesis. The instrument used for data collection were
questionnaire items structured in various methods. To ensure the face validity of the
instrument, the questionnaire item were subjected to validation by the project supervisor.
Its reliability was tested using Pearson Spearman correlation method which gave +0.03.
Percentages and tables were used to record the results of the research questions tested. The
findings revealed that among other things television is the best medium of advertisement.
Consequently, it was recommended among other things that organisations should conduct
survey quarterly to know how the products are doing.

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Table of Content

Cover Page I

Title Page Ii

Declaration iii

Certification IV

Dedication V
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Acknowledgement VI

Abstract Vii

Table of Content Viii

List of Tables Xi

Chapter One: Introduction

1.0 Introduction to the Study 1

1.1 Statement of Research Problem 3

1.2 Objective of the Study 4

1.3 Research Questions 4

1.4 Research Hypotheses 5

1.5 Significance of the Study 5

1.7 Scope and Delimitation of study 5

1.8 Limitation of study 5

1.9 Definition of Terms 5

Chapter Two: Literature Review

2.1 Historical background of Next Cash N carry 7

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2.2 Conceptual Framework 7

2.2.1 Concept of advertising 7

2.2.2 Objectives of advertising 8

2.2.3 Importance of advertising 8

2.2.4 Negative effect of advertising 9

2.2.5 Types of advertising 10

2.3 Theoretical consideration 11

2.3.1 Consumer behaviour 12

2.3.2 Consumer buying decision process 12

2.3.3 Low involvement vs high involvement buying decision 16

2.3.4 Conditional factors that affect consumer buying behaviour 17

2.3.5 Personal factors that affect consumer buying behaviour 18

2.3.6 Psychological factors affecting consumer buying behaviour 19

2.4 Review of current literature 20

Chapter Three: Research Methodology

3.0 Introduction 23

3.1 Design of study 23

3.2 Population 23

3.3 Sample size 23

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3.4 Sampling technique

3.5 Instrumentation 24

3.6 Instrument validation 25

3.7 Reliability of instrument 25

3.8 Procedure for data collection 25

3.8.1 Primary data collection 25

3.8.2 Secondary data collection 25

3.9 Method of data analysis 26

Chapter Four: Data Presentation, Analysis and Interpretation

4.0 Introduction 27

4.1 Data presentation 27

4.2 Hypothesis 34

4.2.1 Contingency table 34

4.3 Findings of the study 36

4.4 Discussions of findings 36

Chapter Five: Summary, Conclusion and Recommendation

5.1 Summary of findings 38

5.2 Conclusion 38

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5.3 Recommendation 39

5.4 Suggestion for further study 39

References

Appendix A

Appendix B

LIST OF TABLES

Table 4.1.1 Distributions of respondents according to sex 27

Table 4.1.2 Distributions of respondents according to age 28

Table 4.1.3 Distributions of respondents according to marital status 28

Table 4.1.5 Distributions of respondents according to response on the perception of the

consumer 29

Table 4.1.6 Distributions of respondents according to purpose on the mode of purchase 30

Table 4.1.7 Distributions of respondents according to response on the impact of

consumers’ behaviour 30

Table 4.1.8 Distributions of respondents according to response on the influence of

advertisement 31

Table 4.1.9 Distributions of respondents according to response on the means of

communication 31

Table 4.1.10 Distributions of respondents according to response on the factors influencing

consumer decision 32

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Table 4.1.11 Distributions of respondents according to judgment of advertisement by

consumers 33

Table 4.2.1 Contingency Table 33

Table 4.2.12 Distributions of the respondents according to response on celebrity

endorsement of product and services affect buying behaviour 35

Table 4.1.13 Distribution to respondents according to response on how advertising improve

the profitability of a company 36

LIST OF FIGURES

Figure 1: General model of consumer behaviour. 13

Figure 2: Maslow's Hierarchy of Needs 19

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CHAPTER ONE

1.0 INRODUCTION TO THE STUDY

In today’s competitive environment, advertisement is of great importance and has a foremost

impact on peoples’ minds. It lays emphasis on the basic and usefulness of any product,

service or brand, it is regarded as the one of the prime factors of success with the aim of

reassuring employee and shareholders that an organisation is viable. Advertising when done

in a particular way is a surefire way to attract large volume of audience in one single shot

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(Mohammed, 2014).The crux of advertising is to inform ,persuade and influence the

consumer.

In Latin, ad vertere means "to turn toward”, advertising messages are usually paid for by a

sponsor and this is done usually via different media .Some of majorly used media platform

include print media (newspapers, magazines, and brochures), outdoor media (billboards,

events) and broadcast medium (television, radio. the internet). Consequently, the target

consumers are daily exposed to adverts on the internet while taking a walk or driving, at the

bus stop, at the gym, train stations, even at places of work.

Several definitions of advertisement have been proposed by different scholars, practitioners

and researchers but a widely accepted definition put forward by the Advertising Practitioners

Council of Nigeria (APCON) as a communication in the media paid for by an identifiable

sponsor and directed at a target audience with the aim of transferring information about a

product, service, idea or cause.

According to Dante Pirous (Professor, Richard Ivey School of business) during a business

seminar held in Ontario, Canada in 2012.

‘‘Advertising is ubiquitous we see it everywhere, it can inform ,persuade and influence,

sometime it can irritate us, sometimes it is entertaining, sometimes it is uplifting, sometimes

it can actually make us better. The goodness is that we have resources as consumers to

protect ourselves’’ Prof Dante Pirous (2012) :{ advertising: the Good, the bad and the ugly

seminar presentation}.
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Of all marketing weapons, advertising is renowned for its long lasting impact on viewer’s

mind, as its exposure is much broader (Katke, 2007). It is a sub segment of promotion is the

best known and most emphasised form of promotion, it is also one of many marketing tools

that can be employed in getting the attention or audience of targeted consumers to a particular

product or service. Advertising is also reaching prospective customers with the aim of

influencing their awareness, attitude and buying behaviour towards the product and service

been advertised thus resulting in an increase in demand and supply to meet and satisfy the

needs and wants of the consumers

The purpose of setting up a business, company or an organisation is to meet and satisfy the

needs and wants of the consumers and also for profit making. To remain in business this

organisation must have a working business and budget that enables them make sales enough

to cover the cost of operation and post reasonable profit. However the consumer is

uncontrollable as factor external to the organisation also affect his/she decision making.

The consumer buying behaviour is hugely dependent on the quality of message passed across

and needs that would be met when consumer buys the product been advertised which is

influenced by his attitude, preference, intention and decision as regards the product and

service in the marketplace when the purchase is been made.

Organisations need to analyse the buying behaviour of consumers for different reasons, one

of which is to align the buyer’s perception to the organisation’s marketing strategy which can

result in profit or loss for the organisation. Also to create a proper marketing strategy that

analyse what, where, when and how the consumer purchases a product or service and finally
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ascertain the factors taking in to consideration by the consumer when making his decision to

purchase certain products and services. Personal, psychological and social factors amongst

other factors hugely influence the consumer behaviour. So the need to understand why a

consumer behaves the way he /she does is very important for business organisations.

For an organisation to sustain a good profit margin for a long period of time customer

relationship and consumer response should be taken into consideration as it forms the basis

for organisational growth especially in the areas of production and marketing. The

advertisers’ goals is to get enough relevant market data to develop accurate profiles of

buyers-to-find the common group and symbols for communications (Zain-Ul-Abideen et’al,

2011). The consumer is assumed to be “rational” that is, to react in the direction that would

be suggested by economic theory and financial principles. However, it is often apparent that

consumer behaviours do not fall neatly into these expected patterns. It is for these reasons

that consumer behaviour analysis is conducted as yet another tool to assess the complexities

of marketing operations (Adeolu et al., 2005). However, the effects of advertising on

customer buying behaviour is the focus of this study.

1.1 STATEMENT OF RESEARCH PROBLEM

The role played by advertising and its effect on the willingness and ability of a consumer to

purchase certain goods and services to satisfy his/her needs and wants cannot be over

emphasised a result increase in sales and profit margin also if it is misunderstood and

misrepresenting the truth would lead to decrease in sales and loss. The essence of

advertising is to information, influence .invoke emotion, create a memory and aid the
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customer in making decisions as regards a product and how it helps satisfy his/her needs and

wants .Advertisers do not differentiate needs from wants, they entice people (consumers) that

they have needs for certain products and services whereas they are mere wants and that’s not

healthy for the consumers. Advert repetition is for business as it is important for memory but

could be referred to as a ‘U’ shaped curve at a certain point people get tired of the adverts

which result in a ware out effect.

1. 2 OBJECTIVE OF STUDY

The main objective of the study was to examine the effect of advertising on consumer buying

behaviour using Next Cash N carry limited, Abuja as a case study. Specifically, the study was

intended to:

1. Determine what extent has advertising influenced the buying behaviour of consumers

2. Find out the methods of advertising that has more impact on the consumer buying

Behaviour.

3. Find out hoe celebrity endorsements of products and services affect consumer buying

Behaviour.

4. Find out how advertising has improved profitability of the company

1.3 RESAERCH QUESTIONS

The following research questions where formulated to guide the study,

1. Which method of advertising has more impact on the consumer buying behaviour?

2. What extent has advertising influenced the buying behaviour of consumers?

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3. How has celebrity endorsement of product and services affected consumer buying

behaviour?

4. How can advertising improve the profitability of a company?

1.4 RESEARCH HYPOTHESIS

 H0 - Advertising has no influence on consumer buying behaviour

 H1- Advertising has influences on consumer buying behaviour

1.5 SIGNIFICANCE OF THE STUDY

The study helps illustrate the importance of advertising and its influence on the consumer in

decision making to buy a certain goods and service. It is targeted at enabling the organisation

to come up with better way of advertising while will not misrepresent the truth about a certain

product but will improve sales and increase profit. At the end of this work more effective and

efficient ways of advertising will be suggested based on my findings.

1.6 SCOPE AND DELIMITATION OF THE STUDY

The study delimited to the effects of advertising on customer buying behaviour and how it

has affected sales, using NEXT Cash N Carry limited Abuja as a case study.

1.7 LIMITATION OF THE STUDY

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The limitations to be faced by the researcher is respondents being reluctant to fill

questionnaire administered to them, delay in getting data from respondents and difficulty in

collecting response from the respondents. All of these factors mentioned could hinder the

success of this research work

1.8 DEFINATION OF TERMS

In order to guide the reader of this study, the following terms are defined as used in the study.

Advertisement: Any form of non-personal communication through mass media that is paid

for by an identified sponsor(s).

Advertising: A method, process or program used to get the attention or audience of the

consumers to a product. Influencing them to buy your view, opinion, ideas and products

which are usually done by a sponsor.

Influence: The powerful, immediate or dramatic effect that something or somebody has over

another thing or person

Media: The main ways that large number of people generates information or get entertained.

Consumers: Persons who buy goods and use it for services.

Product: Anything that can be offered to the market for attention, acquisition, and

consumption or use that might satisfy a need or want.

Services: Any act of performance that can be offered to another that is essentially tangible

and does not result in the ownership of anything.

Consumer Behaviour: The behaviour at which the consumer will display if searching for

purchasing.
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Buying habit: The decision process and actions of people involved in buying and using

products.

CHAPTER TWO

LITERATURE REVIEW

2.1 HISTORICAL BACKGROUND OF NEXT CASH N CARRY

NEXT Cash N Carry limited Abuja which is the case study of this research paper is a

subsidiary of Next International Nigeria Limited opened in January 2013 in

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Wuse 2 - Gwarinpa bypass (Ahmadu Bello Way), Kado-Kuchi, Kado, Abuja. NEXT Cash N

Carry is Nigeria’s largest wholesale and retail hypermarket; offering a wide range of products

at the best and most cost effective prices. With the mission to be considered unique by our

customers in terms of the service they will provide.

2.2 CONCEPTUAL FRAMEWORK

2.2.1 Concept of advertising

Advertising presents and upholds the ideas, commodities and services of a recognized

advertiser, which provides as a communication link between the producer and the potential

buyers. It gives the information to the would-be buyers who are interested in seeking the

information about a product and the manufacturer. Advertising may be taken as the most

efficient means of reaching people with product information. Ehikwe (2013) said the media

of advertising is the central organ or channel through which consumers are communicated for

the purpose of information, education and persuasion about the products in the market

place. It is a more effective and extensive and less expensive way of creating contacts.

2.2.2 Objectives of advertising

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The purpose of advertising is to make sales of goods, commodities and services thereby

increasing the profit margin, popularity and distinguish the products of an organisation from

their competitors. Some specific objectives of advertising are listed below:

i. To make an immediate sale

ii. To build primary demand and build brand recognition

iii. To help salesman by building awareness of product amongst retailers

iv. To create a reputation for service ,reliability or research strength

v. To increase market shares

2.2.3 Importance of advertising

The importance of advertising to an organisation cannot be over emphasised. Advertising

plays an informative role through the use of appropriate media in informing, influencing

effectivity the public on the need to purchase certain goods and services to satisfy their needs

and wants as the market is controlled by the consumers themselves, in return promoting sales

and increase in demand.

Dominick (2013) said advertising helps to reduce distribution cost because it reaches a wider

audience at the same time. Advertising helps to reduce distribution costs. Because advertising

reaches a mass audiences, the cost of personal selling and distribution is greatly reduced

Remziye Terkan (2014) said advertising survives or dies on creative and innovative

communication. Advertising also serves as a tool for competition where organisations

showcase their creative nature in a bid to influence the consumers to patronize them.

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Advertising also helps the consumers by showing them the direction to where products are.

Advertising is an important and useful element of a free society which provides vital

information about the price, quality and availability of products. It saves consumers time and

energy. Pinkus (2008) stated that profits are made when products are sold. Advertising is a

marketing strategy that helps draw the attention of potential buyers towards the products.

2.2.4 Negative effect of advertising

Mularz (2009) in his article, “Negative Effect of Advertising”, said advertising may have

some good points as we know but also has its bad effects on the consumers and the society as

a whole .When the media is abused and information is misrepresented and misinterpreted the

result is chaos. There are different way by which adverting could be wheeled as a tool for

negativity at the expense of the consumers. While some are obvious to those with a more

scrutinizing eyes, most advertisings potentially harmful facets go undetected. Some of these

are listed below

i. Hidden cost

ii. Lying

iii. Degradation of Art

iv. Censorship

 Hidden cost

Creative, effective and productive advertising are very expensive and the truth is that the

consumers bear the cost. When an individual purchases a product, you don’t only pay for the

product itself but its packaging also. The consumer is unpredictable as taste and choice
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change at any time so it is safe to say that advertising a product does not sway his /her

decision in buying a product in either way, he/she still pays for the advertisement any way

 Lying

Advertisers cannot make false claims as regards a product or service as every claim made

must be backed by statistical analysis as demanded by law.in a bid to sell their products

organisations are more likely to do whatever is necessary by making vague and deceptive

claims. However the negative features of the product that is side effects will not be

emphasised

 Degradation of Art

Everything we see or hear is for the purpose of making sales. Almost everything that is seen

is done for the purpose of creative works, it is all to make customers believe that every

product is superior to the other. The advertiser’s intention is to make the consumers buy their

products and this is achieved by persuading the target audience. Adverts are usually not

neutral and objective statements as every product manufactured is referred to as the best.

 Censorship

A manufacturer of products wants the products to be advertised on certain media such as

radio or television stations, websites etc. that have content that will attract their target

audience These media used become tools for supressing certain information that may become

objectionable by the consumers which should be censored

2.2.5 Types of advertising

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Advertising is seen to play a vital role in corporate world which can make or pull down an

organisation. For this reason, most organisations make huge budget for advertising. The need

for advert placement for effective and efficient sales of goods and services is to increase in

demand and huge profit making. Other reasons for advertising are

i. Communicating a change in an existing product line

ii. Introduction of a new product line and service

iii. Increasing the buzz value of an organisation or a brand

iv. To create and maintain a brand identity

Based on these objectives mentioned, there are basically two types of advertising namely

transactional advertising and relational advertising

1. Transactional Advertising

This form of advertising begins with different kinds of offers such as percentage discount on

products or services. Over time the consumer is not interested as competitor match the same

discount given. The advertiser must provide a much better discount in a bid to out-shine its

competitor until he becomes the brand leader.

2. Relational Advertising

This form of advertising tends to create some certain level of bonding that is getting in touch

with the emotions of the consumer thereby taking residence in the mind of the consumer.

When the advertiser delivers on the brand promise this will result in huge demand as the

consumer will meet satisfaction and the companies profit margin will increase
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2.3 THEORETICAL CONSIDERATION

Advertising is as old as human existence, biblically it could be safe to say the serpent

advertised to Eve the apple which she ate and gave her husband Adam the apple to eat which

resulted in the fall of the first man. It is an in built character in humans as the desire to show

what we possess, what we are willing to give up in exchange for personal gain or

gratification, hence we can say advertising is innate for example the cloths we buy, the way

we dress, properties we own are subconsciously some form of advertisement to attract or

impress the opposite sex. The earliest form of advertising in Nigeria appeared to be town

crying. Other methods include sign and drawings on caves and mountains.

The effect advertising has on a consumer and how it influences his buying behaviour can be

viewed from various perspectives that relates to communication. The core of any

communication is the process that deals with message source, input, channel, output and

receiver with the feedback mechanism for it to make meaning to all parties involved in the

communication. However advertising must be seen in this light, information must take the

same path, from origin to implementation of action.

2.3.1 Consumer behaviour

Consumer behaviour refers to the action and decision put in to consideration by a consumer

before purchasing certain products or services. The consumer behaviour is motivational.

Behaviour is a tool to achieve objectives and target consumer derives from his needs and

desires .Findings on consumer behaviour is what is used by organisations to build product

lines and boost company performance with respect to sales and profit margin.
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The consumer has become increasing by powerful and hard to please as taste or other factors

external to the consumer such as environmental factors, culture, subculture, social classes,

increase/decrease in income earning, this effect which can be short term ,long term or mid-

term etc. can affect consumers buying behaviour. In other to understand a consumer it is

imperative that on takes into consideration psychological, social and economic aspect as it

relates to the consumer. The consumer behaviour is often goal oriented as it is never

accidental but a process. The consumer behaviour at different times have different complexity

that is Buy different products by different people which have different implications.

According to Abbasi and Torkamani (2010), consumer behaviour is different in different

people, because people have different desires and needs, so their behaviour is different. The

difference consumer behaviour makes project consumer behaviour to be more difficult. To

resolve this problem, a producer can categories the market.

2.3.2 Consumer buying decision process

The consumer buying behaviour is a decision process involved in the purchase of product or

service .An organisation needs to analyse this behaviour to enable develop a ,model to

unravel what seem to be unpredictable behaviour of the consumer. To be sure their

advertising messages get through to consumers, companies often resort to repetition of the

adverts. Purchasing goods or services to satisfy ones wants or needs is a process which is also

acted upon by internal and external forces of the consumer as seen in the figure presented

below (taken from the site abercrombie.com).

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Figure 1: General model of consumer behaviour.

The following are the stages of consumer decision process

 Need negotiation (Identifying the Problem)

 Search for information (Data collection)

 Product evaluation (Assessment Option)

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 Product choice and Purchase

 Post Purchase Use and Evaluation

 Disposal of product

Need negotiation

A marketer seem to make the consumer have a need for a product. How does one decide

which product is suitable to meet his /her needs is the primary challenge of every consumer.

The need to resolve the difference between current and desired situation results in problem

identification.

Search for information

After the problem has been identified one effective way of solving the problem is data

collection otherwise called collecting information or information sourcing. This information

can be internal (experiences) and external (family, exhibits, etc.) Consumers also acquire and

store information for future purchases. Firms will take such consumers into account when

designing their marketing strategies believing that when the need arises the consumer make

his/her decision based on the information gathered and stored by the consumer

Product Evaluation

After gathering information required to guide the consumer in the choice of goods or service

that will satisfy his need or want, .an evaluation system is required to enable the consumer

choose from the various options presented to him. Usually marketing strategy seem to
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influence this stage as manufacturer of this goods or services required tend to lay emphasis

on certain product feature that will tend to sway the decision of the consumer. Such features

are product packaging, promotional materials and the manufacturer's websites

Product choice and Purchase

This stage is the stage that all marketing activities take place. Consumers at this stage,

according to the information already obtained, select a product that satisfy his need and buys

it. Manufacturers need to make the buying process as simple and enjoyable as possible to

safeguard this and future purchases.

Post Purchase use and Evaluation

Consumers compare purchased products with ideas, products and competitors, Perceptions

and expectations of the consumers is of importance to the manufacturer he should continue to

promote his goods or services in a bid to attract new consumers and re assure the existing

consumers who have purchased these products or services that they have made the right

choice without any iota of doubt

Disposal of product

Several years ago the manufacturers as well as the consumers were never concerned on how

disposal of a certain goods purchased should be carried out, it is of great importance now as

improper disposal of certain goods can affect both the consumer and the society at large. .

Computers and batteries, which leech chemicals into landfills, are a huge problem.

Consumers do not want to degrade the environment if they do not have to, and companies are

becoming more aware of the fact. Other companies are less concerned about conservation
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than they are about planned obsolescence. Planned obsolescence is a deliberate effort by

companies to make their products obsolete, or unusable, after a period of time. The goal is to

improve a company’s sales by reducing the amount of time between the repeat purchases

consumers make of products.

Products that are disposable are another way in which firms have managed to reduce the

amount of time between purchases. Disposable lighters are an example. There are many more

disposable products today than there were in years past—including everything from bottled

water and individually wrapped snacks to single-use eye drops and cell phones.

2.3.3 Low involvement vs high involvement buying decision

In low-Involvement versus high-involvement buying decisions Consumers do not necessarily

go through all the buying stages when they are considering purchasing product. They

probably think about many products they want or need but never do much more than that. At

other times, they probably look at different products, compare them, and then resolve not to

purchase any one of them. Depending on the situation, they skip stages 1 through 3 and buy

products on their instincts. Purchasing a product with no planning or forethought is called

impulse buying. Impulse buying brings up a concept called level of involvement—that is,

how interested you are in consuming a product or service. For example, you might see a

backpack at the point of payment and at that moment feel the urge that you need one. These

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are items you need, but they are low-involvement products. Low-involvement products are

not necessarily purchased on impulse, although they can be. Low-involvement products are,

however, inexpensive and pose a low risk to the buyer if she/he makes a mistake by

purchasing them.

Consumers often engage in routine response behaviour when they buy low-involvement

products—that is, they make automatic purchase decisions based on limited information or

information they have gathered in the past. On the other hand, high-involvement products

carry a high risk to the consumer if they fail, are complex, or rather expensive. Examples of

high risk purchases are exotic car, a house, and an insurance policy etc. These goods or

services are not frequently bought because they are valuable. Consumers do not usually give

feedback when buying high-involvement products. Instead, consumers engage in what is

called extended problem solving, here priority is given to comparing goods or service based

on the qualities this goods or service possess Some of the yard sticks are products design ,

prices, warrantees, and so forth. High-involvement products can cause buyers a great deal of

post purchase discomfort if they are uncertain about the goods of service procured.

Organisation involved in the sale of high-involvement products are aware of that post

purchase discomfort possess a threat. Hence tend to offer consumers a lot of information

about their products, including why they are superior to competing brands and how they

would not let the consumer down. Consumers engage in limited problem solving when they

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already have some information about goods or services but continue to search for a bit more

information.

2.3.4 Conditional factors that affect consumer buying behaviour

The situation a consumer finds himself and how it affect his ability to purchase certain goods

and services are temporary conditions. This conditions include physical factors such as a

store’s purchasing locations, layout, music, lighting, and even smells. Organisations try to

make the physical factors in which consumers shop conducive to improve sales and increase

demand for these products or services. In a situation where they are unable to, they employ

other means such as discount offers. The consumer’s social situation, time situation, the

reason for their purchases, and their moods also affect their buying behaviour.

2.3.5 Personal factors that affect consumer buying behaviour

Personality is something said or written which refers to the person. According to psychologist

personality of an individual is described under the following

Openness: This explains how open an individual is to experiencing something new

Conscientiousness: This explains the quality of being conscientious, in other words how

much those your conscience influence the individual

Extraversion: This shows to what level is an individual of outwardness

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Agreeableness: This shows the quality of being agreeable or suitable. That is how easy an

individual cohabits with others

Neuroticism: This quality shows to what level is an individual prone to negative thoughts

which could be characterised by diffused anxiety and often manifestation of fear.

The connection between ones personality and his decision to purchase certain goods or

services is somewhat unimaginable as consumer are likely to react in ways that are

unpredictable. Research has shown that it is perceived that most people make purchases of

goods or service to enhance their personality. Your gender also affects what you buy and how

you shop. Women attitude towards shopping is very different from men. However, in present

day things are changing especially amongst the youth as they are beginning to have almost

the same shopping habit as they are beginning to shop more alike. The age of a consumer also

affect the way he /she makes purchase as at different stages in life individuals are attracted to

different things. To better understand the consumers, organisations should see the need to

undergo studies of consumers as regards their lifestyle, what appeals to them, what they do,

how they spend their time, what their priorities and values are, and how they see the world.

2.3.6 Psychological factors affecting consumer buying behaviour

According to the renowned psychologist Abraham Maslow in his book A Theory of Human

Motivation. Psychological Review stated that people are motivated to achieve certain needs.

When one need is fulfilled a person seeks to fulfil the next one, and so on. He further had a

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sense of understanding that individuals have a peculiar system of motivation that is

independent of reward or certain desire. This sense of thought brought about his theory on the

hierarchy of needs as seen in the figure below

Figure 2 Maslow's Hierarchy of Needs

However between 1960 and 1970 changes were made to the original model with an addition

of three stages as seen below

 Biological and Physiological needs - air, food, drink, shelter, warmth, sex, sleep.

Safety needs - protection from elements, security, order, law, stability, freedom from fear.

 Love and belongingness needs - friendship, intimacy, affection and love, from work

group, family, friends, romantic relationships

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 Esteem needs - achievement, mastery, independence, status, dominance, prestige, self-

respect and respect from others.

 Cognitive needs – knowledge, meaning etc.

 Aesthetic needs - appreciation and search for beauty, balance, form, etc.

 Self-Actualization needs - realizing personal potential, self-fulfilment, seeking personal

growth and peak experiences.

 Transcendence needs – helping people to achieve self-actualisation

2.4 REVIEW OF CURRENT LITERATURE

The impact of advertising on any organisation is of great important especially how it affects

the organisations performance in the aspect as regards how the consumers make purchase of

certain goods or service and profit margin. Several research as have been conducted

extensively on the effect of advertising on the consumer relevant behaviour.

Jisana (2014) in the paper’ consumer behaviour models: An overview’ concluded that the

consumer is the king in the market and all marketing decisions are based on the assumptions

about consumer behaviour. To create an environment that supports the consumers and

improves the performance of an organizations, marketers need to understand why consumers

behave in certain ways to a variety of products and services offered. An understanding of the

consumer behaviour will help the organisation in understanding different market segments

and evolve strategies to effect penetration with these markets.

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George (2010) amongst his conclusions in his paper ‘the effect of advertising on consumer

behaviour: a case study of MTN Ghana’ stated that Consumers also make decision based on

an overall evaluation of how they feel, intuition, and previous experiences Innovative adverts

plays significant role by creating great advantage which.in turn will improve the performance

of an organisation and put smiles on the faces of the stockholders. Advertising also provides

consumers with relevant information as regards certain products and latest product line being

introduced. The use of the right media channel is important in advertising as frequent adverts

placed keeps reminding the consumer about the existence of a product. Effective and

continuous advertising is one of the most important functions of any successful business

Shahrzad Jeddi et’al (2013) in their paper on ‘Consumer behaviour and Consumer buying

decision process’ explained that it is hard to tell forecast the behavioural pattern of a

consumer. Hence marketer should familiarise themselves with the essential concepts and

models of consumer behaviour that could give ideas of how the consumers behave as

intentionally or unintentionally.

Udochi (2013) in her paper titled ‘influence of television advertising on consumer buying

habits of Guinness stout in ikeja community of Lagos state’. Her findings showed that

television advertising is the most preferred amongst other forms of advertising as it plays a

very important role in influencing customer behaviour habit. The study revealed how

consumers think, feel and behave towards television advertisements of Guinness Stout her

study also explained that in television advertisements, the audience must want something,

notice something, do something and get what they want.

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George (2013) examined ‘the effectiveness of internet advertising on consumer behaviour:

the case of university of Nairobi students’ showed the relationship between Internet

advertising and purchasing decision of the consumers, it is regarded as a key determinant in

influencing consumer behaviour. The study also showed that there exist a positive

relationship between internet advertising and consumer purchase decision.

Neyati (2015) in the paper titled ‘Effect of branding on consumer buying behaviour; A case

study of fashion industry’ examined advertising under the concept of branding and its role it

plays in the life of a consumer however a relationship was also established with focus been

on the fashion industry. It was concluded from the findings that approximately 80% of people

believe that brands in fashion industry have become a status symbol. Branding is an effective

tool marketers employed that has proven successful over the years. A brand work on the mind

of the consumer when he/she see himself/herself as unique

Fazal ur Rehman1 et’al (2014) examined ‘How Advertising Affects the Buying Behaviour of

Consumers in Rural Areas: A Case of Pakistan the study’ This study examined the effects of

advertising and some factors of rural areas on consumers buying behaviour. Results indicated

that advertising has positive and statistically significant effects, while, the factors of rural

areas have negative but statistically significant effects on consumers buying behaviour.

Further, advertising is positively but factors of rural areas are negatively correlated with

Consumer buying behaviour.

Ghulam Shabbir Khan Niaziargued et’al (2010) in the paper ‘Effective advertising and its

influence on consumer buying behaviour’ argued that there is positive relationship of

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emotional response with consumer buying behaviour and no relationship between

environmental response and consumer buying behaviour in their findings. Hence it is safe to

say the consumer make purchase based on how they feel and not the environment they are

found, as feelings are stimulated most times by what we see. Repeating adverts over and over

again tend to influences the consumer emotionally.

CHAPTER THREE
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RESEARCH METHODOLOGY

3.0 INTRODUCTION

This chapter discussed the research methodology which comprises design of the study,

population, sample size, sampling technique, instrumentation, instrument validation,

reliability of the instrument, procedure for data collection and method of data analysis

3.1 DESIGN OF STUDY

This section presents the methods employed in obtaining the data used for the determining

the effect of advertising on consumer buying behaviour with Next Cash N carry as the focus

of the research work. The following were taken into consideration: population, sample size,

data collection, sampling technique, procedure for collection of data and method of data

analysis, the study used descriptive research.

The questionnaire was prepared by using Google Docs application. The survey questionnaires

were distributed to respondents via social media e-mails, WhatsApp, twitter, and Facebook.

3.2 POPULATION

The target population of this study comprised the workers of Next cash N Carry. Abuja which

consisted of 100 members of staff of the company.

3.3 SAMPLE SIZE

In order to give everyone a chance to be selected, completed questionnaire from respondents were

selected at random. The sample size was calculated to guarantee a sufficient number of

respondents by using Yaro Yamnane formular which give 80.

3.4 SAMPLING TECHNIQUE

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Stratified sampling technique was used to select the units for study this was a viable sampling

technique since it gave the advantages of focusing on a selected group of people within the

random selected population. . Thus, the following Yaro Yamnane formula has been used to

estimate the population sample size

n = N
1 + Ne2
Where

n = sample size

N = Population (N = 100)

e = Level of Significance of 5% (0.05)

1 = Constant

Applying the equation above

n = 100
1+ 100(0.05)2
n = 100
1+100(0.0025)

n = 100
1+0.25

n = 100
1.25

n =80

Hence the sample size used for the research work is 80

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3.5 INSTRUMENTATION

The instrument used for data collection in this study was the questionnaire which provided

the primary source of data collection. The researcher made use of close-ended questions, and

it was administered to the respondents by the researcher himself

The questionnaire was structured into yes or no options. A total number of so questionnaire

were administered and all the questionnaire were properly filled and returned. This high rate

of response was achieved because the researcher engaged the services of the director Next

Cash N Carry Abuja.

3.6 INSTRUMENT VALIDATION

Content validity refers to the extent to which an instrument represents the factors under study.

This is achieved by including a variety of questions on advertising and consumer buying

behaviour. After construction and critical study of questionnaire, it was presented to the

project supervisor for approval and possible alterations of some aspect of questionnaire.

The face validity ensured the technicality of the items in the questionnaire in order to find out

if it is relevant to the study, also the content validity of the instrument checked in order to

ensure their stipulations are met. The project supervisor as observations and suggestions were

used to improve the quality of the study.

3.7 RELIABILITY OF INSTRUMENT

In order to establish the reliability of the instrument which was questionnaire, its reliability

was tested on other shops with related operations and was found to be reliable.

3.8 PROCEEDURE FOR DATA COLLECTION

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The sources of data used for collection were primary and secondary sources.

3.8.1 Primary Data collection

This means obtained data from the original sources which is use of questionnaire that was

distributed to various respondents as identified in the study.

3.8.2 Secondary Data collection

Here the researcher extracted data from already published sources which included journals,

textbooks, research reports related document on the research topics and some unpublished

sources like handouts and lecturer notes.

3.9 METHOD OF DATA ANALYSIS

The statistical measure used for the data analysis were table and percentage .The data were

presented in tabular form which eased the comprehension of the research result. This was

employed to ensure effectiveness and clarity of information gathered. The pearson spearman

correlation was used to analyse the hypothesis using a four point Likert scale to analysis

questionnaire item 10 for contingency table. At the end of each table, the percentage of the

total response were calculated. For the purpose of decision, the percentage that was positive

to the findings lies from 50% and above while from 49% and below considered negative

response, which was not favourable.

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CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.0 INTRODUCTION

This chapter presented analysis and interpretation of data collected for the study. The results

were presented on the effect of advertising on consumer buying behaviour:. The study

objective was to determine to what extent advertising has influenced the buying behaviour of

the consumers, what method of advertising has more impact on the consumer buying
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behaviour and to establish if advertising can improve the profitability of the company. The

study targeted 80 respondents what filled and returned their questionnaire.

The data were arranged according to the research questions which were analysed in line with

i. Demographic data of the respondent

ii. Testing of research questions and hypothesis

4.1 DATA PRESENTATION

Section A (demographic data of respondent)

This section consisted of such variables as sex, age and marital status

Table 4.1.1 Distribution of respondents according to sex

SEX NUMBER OF PERCENTAGE (%)
RESPONDENT
Male 38 47.5
Female 42 52.5
Total 80 100

From table 4.1.1, 38 respondents with 47.5% were male and 42 respondent with 52.5% were

females. From the figures obtain the number of female respondent are more than the male

respondent.

Table 4.1.2 Distribution of respondent according to age

Age Number of respondent Percentage (%)
21-30 years 20 25
31-40 years 40 50
41-50 years 15 18.8
51 years and above 5 6.2
Total 80 100

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Table 4.1.2 showed the age bracket of the respondents. Age group 21years – 30years were

numbered 20 with 25%, 31years – 40years were numbered 40 with 50%, 41years – 50years

were numbered 15 with 18.8%, and 51yrs and above were numbered 5 with 6.2%. This

showed that the age class of 31-40 years outnumbered the others

Table 4.1.3 Distribution of respondents according to marital status

Mariel status Number of respondent Percentage (%)
Single 51 63.7
Married 28 35
Divorced 1 1.3
Total 80 100

Table 4.1.3 showed that 63.7% of the total number of respondent are make-up singles, 35%

of the respondents are made up of married people while 1.23% make up divorces.

Section B (Testing of research questions and hypothesis)

Research question 1: What extent has advertising influenced the buying behaviour of

consumers?

Questionnaire items 4, 5, 6 and 7 are response to the research stated above

Table 4.1.4 Distribution of respondent according to response on the extent advertising has
influenced the buying behaviour of consumers?
Response Number of respondents Percentage (%)
TV 50 62.5
Radio 25 31.2
Newspapers 5 6.3
Total 80 100

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Table 4.1.4 revealed that 62.5% of the respondents chose TV, 31.2% of the respondent chose

radio and 6.3% of the respondent chose newspapers. This implied that all the respondents

agreed that TV is the best medium of advertisement

Questionnaire item 5; Have you ever changed your perception towards a product because of

its advertisement?

Table 4.1.5 distribution of respondents according to response on the perception of the consumer
Response Number of respondents Percentage (%)

Yes 46 57.5

No 34 42.5

Total 80 100

Table 4.1.5 showed that 57.5% of the respondent said yes to change of perception because of

its advertisement .this showed that consumer change their perception on products because of

its advertisement.

Questionnaire item 6; Have you ever purchased a product because of its advertisement?

Table 4.1.6 Distribution of respondents according to response on the mode of purchase

because of advertisement
Response Number of respondents Percentage (%)

Yes 56 70

No 24 30

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Total 80 100

Table 4.1.6 showed that 70% of the respondents said yes to the mode of purchase because of

its advertisement. This implied that consumers purchase products because of its

advertisement.

Questionnaire item 7 According to you, which of the advertising media has strong impact on

consumers’ behaviour?

Table 4.1.7 Distribution of respondents according to response on the impact of consumers’

behaviour
Response Number of respondents Percentage (%)

Strong unique concept 44 55

Kids involvement 16 20

Cultural values 20 25

Total 80 100

Table 4.1.7 showed that 55% of the respondents chose strong unique concept, as the impact

of consumers’ behaviour. This implied that consumers respond to advertisement with strong

unique concept

Research question 2: which method of advertising has more impact on the consumer buying

behaviour?

Questionnaire 8, 9, 10 and 11 are responses to research question 2

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Questionnaire item 8; Does advertisement change your opinion and prejudice on the product

or services you use?

Table 4.1.8 Distribution of respondents according to response on the influence of

advertisement
Response Number of respondents Percentage (%)

Yes 41 51.3

No 39 48.7

Total 80 100

Table 4.1.8 reveals that 51.3% of the respondent said yes to the influence of advertisement.

This implied that the respondents agreed that advertisement change their opinion on the

products or services they use.

Questionnaire item 9; what means of communication is most convenient for you?

Table 4.1.9 Distribution of respondents according to response on the means of communication

Response Number of respondents Percentage (%)

Print media 12 15

Tv 56 70

Radio 12 15

Total 80 100

Table 4.1.9 gives the perception that 70% of the respondents chose TV as a preferred means

of communication convenient to them the best means of communication used for advertising.

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Questionnaire item 10; Does advertising influence the buying behaviour of a consumer?

Table 4.1.10 Distribution of respondents according to response on the factors influencing

consumer decision

Response Number of respondents Percentage (%)

Cultural value 40 50

Advertising concept 10 15

Personal factors 6 7.5

Perception about brand 2 2.5

Social factors 22 27.5

Total 80 100

Table 4.1.10 showed that 50% of the respondents chose cultural value as one of the factors

influencing consumer decision. It is safe to say that cultural factors play active role in

decision making of a consumer.

Questionnaire item 11; Do you find advertising unrealistic and exaggerated?

Table 4.1.11 distribution of respondents according to judgment of advertisement by

consumers

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Response Number of respondents Percentage (%)

Yes 36 62.5

No 30 37.5

Total 80 100

Table 4.1.11 showed that 62.5% of the respondent went in favour of advertising been

unrealistic. This revealed that all the respondents agreed that advertising can be unrealistic

and exaggerated.

Questionnaire item 12 is a response to research question 3, how has celebrity endorsement of

product and services affect consumer buying behaviour?

Questionnaire item 12 ; Does celebrity endorsement affect your decision in purchasing goods

and services?

Table 4.2.12 Distribution of the respondent according to response on celebrity endorsement of

product and services affect buying behaviour
Response Number of respondents Percentage (%)

Yes 48 60

No 32 40

Total 80 100

Table 4.1.12 showed that 60% of the respondent said yes to how celebrity endorsement of a

product and services affect buying behaviour. This implied that all the respondents agreed

that celebrity endorsement of products and services affect buying behaviour

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Questionnaire item 13 is a response to research question 4: How can advertising improve the

profitability of a company?

Questionnaire item 13; Do you think advertising is one of the biggest contribution to the

organisation which improves its profitability?

Table 4.1.13 Distribution of respondents according to response on how advertising improve

the profitability of a company
Response Number of respondents Percentage (%)

Yes 69 86.3

No 11 13.7

Total 80 100

Table 4.1.13 showed that 86.3% of the respondent said yes to how advertising improves the

profitability of a company. This revealed that all the respondents agreed that advertising is

one of the tools used to improve the profitability of a company

4.2 Hypothesis

Questionnaire item 10 is used for contingency table which is, does advertising influence the

buying behaviour of a consumer?

4.2.1 Contingency Table

Option Point response XY X2 Y2

(X) (Y)
Strongly agree 4 30 120 16 900
Agree 3 21 63 9 441

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Disagree 1 12 12 1 144

Strongly 2 17 34 4 289

disagree
∑ (Total) ∑X=10 ∑Y=80 ∑XY=229 ∑X2 =30 ∑Y2 = 1774

Applying the person spearman correlation equation

Where:

r = Pearson r correlation coefficient

N = number of value in each data set

∑xy = sum of the products of points and response

∑x = sum of x (point)

∑y = sum of y (response)

∑x2= sum of squared x

∑y2= sum of squared y

r = 4(229) – (80 x 10)

√ [5(30) – (10) ] [5(1774) – (80) ]

2 2

r = 116

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√ [(150 – 100)] [(8870 – 6400)]

r = 116

√ 50 × 2470

r = 116

√ 123500

r = 116

351.425667816

r = 0.33

decision rules : since the value of correlation (r) calculated equals +0.33 it showed that there

is a uphill weak (positive) linear relationship between advertising and its effect on the

consumer buying behaviour.

4.3 FINDINGS OF THE STUDY

The following findings emerge from the study based on that data collected and analysed:

1. Television is the best medium of advertisement,

2. Consumer change their perception on product because of its advertisement,

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3. Consumer purchase product because of its advertisement,

4. Consumer respond to advertisement with strong unique concept,

5. Advertisement can change the opinion of consumers on the product and service they

use.

6. Television is the best means of communication used for advertising.

7. Cultural factors play active role in decision making decision of a consumer.

8. Advertising can be unrealistic and exaggerated.

9. Celebrity endorsement of product and services affect buying behaviour.

10. Advertising is one of the tools used to improve the profitability of a company

11. There is a positive linear relationship between advertising and its effect on the

consumer buying behaviour.

4.4 DICUSSIONS OF FINDINGS

The data presented in Table 4.1.4 to Table 4.1.11 answers to research questions 1 and 2 .The

findings indicated that TV is the best means of advertising, findings also showed that the

cultural values of individual also plays an active role in decision making as regards

purchasing of products or certain services rendered. This is supported by Udochi (2013)

when she said that television advertising is preferred amongst other form of advertising.

The data presented in Table 4.1.12 and Table4.1.13 gave answers to research questions 3 and

4. The findings revealed that celebrity endorsement of product and service affect buying

behaviour of the consumer, also good advertising with unique and a strong concept will

massively improve sales which increases the profitability of the company. This is supported
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by Ehikwe (2013) when he said that media advertising is the central organ or channel through

which consumers are communicated for the purpose of information, education and persuasion

about the products in the market place to increasing the profit margin.

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CHAPTER FIVE

SUMMARY, CONCLUSION AND RECCOMENDATION

5.1 SUMMARY OF FINDINGS

The following findings emerge from the study based on that data collected and analysed:

1. Television is the best medium of advertisement,

2. Consumer change their perception on product because of its advertisement,

3. Consumer purchase product because of its advertisement,

4. Consumer respond to advertisement with strong unique concept,

5. Advertisement can change the opinion of consumers on the product and service they

use.

6. Television is the best means of communication used for advertising.

7. Cultural factors play active role in decision making decision of a consumer.

8. Advertising can be unrealistic and exaggerated.

9. Celebrity endorsement of product and services affect buying behaviour.

10. Advertising is one of the tools used to improve the profitability of a company

11. There is a positive linear relationship between advertising and its effect on the

consumer buying behaviour.

5.2 CONCLUSION

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The study revealed how consumers think, feel and behave towards advertisements and how it

affects their buying behaviour. While consumers do not swallow hook, line and sinker whatever

advertisements are beamed to them, they are however drawn to television advertisement by

appeals that is the audience must notice something which create a need and then satisfy that need.

It also revealed the effect of advertising on the profitability of an organisation and how celebrity

endorsement of goods and service add advantage to a product or service they so endorsed

5.3 RECCOMMEMDATION

The following recommendations were put forward by the researcher

1. Organisations should invest more on advertisement because it is a useful tool for

improving profit and company growth

2. Organisations should conduct survey quarterly to know how their products are

doing and seek suggestions from the consumers on how they can serve them better.

3. Celebrity endorsement of goods and services is key hence such provisions should

be made by all the organisation.

4. Involvement in product development and academic programme also could be made

attractive so far as to influence the consumer positively towards buying goods and

services

5. Advertisement should be censored by the government so as to reduce manipulation

of consumers

5.4 SUGGESTION FOR FURTHER STUDY

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1. The researcher suggested that other researchers should embark on project relating to

advertising and its effect on the buying behaviour of the consumers,

2. Future researchers should embark on meaningful research on the effect of advertising on

consumer buying habits pointing out the need for the organisation to get the consumers more

involved in the creation of new products, advising advertisement agency on dos and don’ts of

advertising.

3. Review of government policies on advertising and how this will be used to boost the

economy and satisfy the consumers.

REFERENCES

Abbasi,M.R and Torkamani,M.(2010).Theoretical models of customer relationship

Management (CRM), Business Survey, No. 41, pp. 19-35.

Adeolu B. Ayanwale, Taiwo Alimi and Matthew A. Ayanbimipe (2005). The Influence of
Advertising on Consumer Brand Preference. Journal of Social Sciences, 10(1): 9-16.

Ehikwe A E (2013) The Comparative and Contrastive Issues of Media Performance on

Advertising in Nigeria New Media and Mass Communication www.iiste.org
ISSN 2224-3267 Vol.20

Fazal ur Rehman, Tariq Nawaz, Aminullah Khan, and Shabir Hyder (2014) How
Advertising Affects the Buying Behavior of Consumers in Rural, Areas: A Case of
Pakistan Academic Research International Vol. 5(4)

Ghulam Shabbir Khan Niaziargued , Javaria Siddiqui ,Burhan Ali Shah and Ahmed Imran
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Hunjra (2011) Effective advertising and its influence on consumer buying behaviour
Information Management and Business Review, Vol. 4, No. 3, pp. 114-119, Mar 2012
(ISSN 2220-3796)

George (2013) The Effectiveness Of Internet Advertising On Consumer Behaviour: The Case
Of University Of Nairobi Students

George K. N. (2010) the effect of advertising on consumer behaviour: a case study of MTN
Ghana’

Golchinfar, Shadi ; Amir Bakhtaei .(2006) "consumer behavior", Journal Concept No. 174

Hussain Al-Salamin and Eman Al-Hassan (2016) The Impact of Pricing on Consumer Buying
Behavior in Saudi Arabia : Al-Hassa Case Study, European Journal of Business and
Management, ISSN 2222-1905, Vol.8, No.12, 2016

Jisana T.K (2014) Consumer Behaviour Models: An Overview, Sai Om Journal of Commerce
& Management, Volume 1, Issue 5

Katke, K. (2007). The Impact of Television Advertising on Child Health & Family Spending.
International Marketing Conference on Marketing & Society. Retrieved on Dated: 10-
04-2009

Maslow, A. H. (1943). A Theory of Human Motivation. Psychological Review, 50(4), 370-

96.

Muhammad Ehsan Malik, Muhammad Mudasar Ghafoor, Hafiz Kashif Iqbal, Unzila and
Ayesha (2014) The Impact of Advertisement and Consumer Perception on Consumer
Buying Behaviour International Review of Social Sciences and Humanities Vol. 6,
No. 2 (2014), pp. 55-64 ISSN 2248-9010

Mularz S., (2009) The negative effect of Advertising

http://baid.comcyberjournal/blog/item/66a4953cc3856bdd1a2d3c3.html, (Accessed
2009 April, 12)

Neyati A (2015) Effect of Branding On Consumer Buying Behaviour: A Study in Relation to

Fashion Industry, Vol. 3, Issue: 2
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Pinkus J. (2008) The most important nine word sentence in advertising

www.seochat.com/d/a/../the important-nine-word-sentence, (Accessed 2010 march, 2)

Prasanna D K and Venkateswara K/R (2013) The Role of Advertising in Consumer Decision
Making IOSR Journal of Business and Management Volume 14, Issue 4, PP 37-45

Samar Fatima and Samreen Lodh (2015) Impact of Advertisement on Buying Behaviours of
The consumers: Study of Cosmetic Industry in Karachi City. International Journal of
Management Sciences and Business Research, Vol-4, Issue 10

Shahrzad Jeddi1, Zeinab Atefi2, Milad Jalali2, Arman Poureisa3 and Hossein Haghi3 (2013)
Consumer behavior and Consumer buying decision process, International Journal of
Business and Behavioural Sciences Vol. 3, No.5;

Udochi (2013) Influence of Television Advertising on Consumer Buying Habits of Guinness

Stout in Ikeja Community of Lagos State

Umer Shehzad, Salman Ahmad, Kashif Iqbal, Muhammad Nawaz and Saqib Usman (2014)
IOSR Journal of Business and Management 7668. Volume 16, Issue 6. Ver. III), PP
72-76

Zain-Ul-Abideen and Salman Saleem (2013) Effective advertising and its influence on
Consumer buying behaviour, European Journal of Business and Management, Vol 3.

Appendix A

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Faculty of Management sciences,
National Open University of Nigeria,
Abuja Model Study Centre,
FCT Abuja,
2nd May, 2017.

Dear Respondent,
Questionnaire on the effect of advertising on consumer buying behaviour (a case
study of Next Cash N Carry, Abuja)
I am a student of school of management of the above named school and
Currently conducting a researching on: the above stated topic.
Kindly assist by responding to the questionnaire to enable me write my project on the
Above topic. All information supplied would be used in confidence and solely for academic
Proposal. Thank you in anticipation.

Yours faithfully,

Etuk, Nsikak E.
PGD/NOU150500070

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Appendix B

Questionnaire

Instruction; Please fill in the appropriate boxes

Section A (Biodata of respondents)

1. What is your sex?

Male female

2. Age

21-30 years 31-40 years 41-50 years 51 years & above

3. Marital status?

Single married divorcee

Section B – [Questionnaire items in response to research questions]

MEDIA EXPOSURE

4. Which medium of advertisement is the best?

TV Radio Newspaper
5. Have you ever changed your perception towards a product because of its advertisement?
Yes No
6. Have you ever purchased a product because of its advertisement??
Yes No
7. According to you, which of the advertising media has strong impact on customers?
Strong unique concept Kids involvement Cultural values

RESPONSE TO ADVERTISING
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8. Does advertisement change your opinion and prejudice on the product or services?
Yes No
9. What means of communication is most convenient for you?
. Yes No

10. Does advertising influence the buying behaviour of a consumer?

Strongly agree Agree disagree strongly disagree

11. Do you find advertising unrealistic and exaggerated?

Yes No

12. Does celebrity endorsement affect your decision in purchasing goods or services?
Yes No

13. Apart of Advertisement which other factor influence you to purchase certain goods and
services?
Cultural value Advertising concept Personal factors
Perception about brand Social factors

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