Influence Of Advertising On Consumer Purchase Behaviour (A Study Of Guinness Nig Plc)
ABSTRACT
The research
work examines the influence of advertising on costumer purchase behaviour with
particular reference to Guinness Nigeria PLC. Data were collected from both
primary and secondary sources and were ana1yzed based on Analysis of Variance
(ANOVA). Spearman's correlation coefficient and Pearson's correlation
coefficient. The findings show that consumers, dealers and members of the sales
brace of the company studied were of the same opinion that advertising is
significant in the management of consumer complex decision making process.
Respondents assess advertisement at a high level of significance in consumer
limited decision making process. Therefore it recommends that products should
be made to give the consumer the advertised benefits, also advertisement should
be structured to aid consumers have awareness, desire and motivate them to
purchase actions,
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AUGUSTINE, B (2021). Influence Of Advertising On Consumer Purchase Behaviour (A Study Of Guinness Nig Plc) . Mouau.afribary.org: Retrieved Sep 21, 2024, from https://repository.mouau.edu.ng/work/view/influence-of-advertising-on-consumer-purchase-behaviour-a-study-of-guinness-nig-plc-7-2
B., AUGUSTINE. "Influence Of Advertising On Consumer Purchase Behaviour (A Study Of Guinness Nig Plc) " Mouau.afribary.org. Mouau.afribary.org, 30 Jul. 2021, https://repository.mouau.edu.ng/work/view/influence-of-advertising-on-consumer-purchase-behaviour-a-study-of-guinness-nig-plc-7-2. Accessed 21 Sep. 2024.
B., AUGUSTINE. "Influence Of Advertising On Consumer Purchase Behaviour (A Study Of Guinness Nig Plc) ". Mouau.afribary.org, Mouau.afribary.org, 30 Jul. 2021. Web. 21 Sep. 2024. < https://repository.mouau.edu.ng/work/view/influence-of-advertising-on-consumer-purchase-behaviour-a-study-of-guinness-nig-plc-7-2 >.
B., AUGUSTINE. "Influence Of Advertising On Consumer Purchase Behaviour (A Study Of Guinness Nig Plc) " Mouau.afribary.org (2021). Accessed 21 Sep. 2024. https://repository.mouau.edu.ng/work/view/influence-of-advertising-on-consumer-purchase-behaviour-a-study-of-guinness-nig-plc-7-2