ABSTRACT

The aim of embarking on this study was to provide a well detailed account on the Influence of Advertisement on Consumer Behavior of Ovaltine beverage using Umuahia Metropolis as the case study. The key theory for this study is cultivation theory propounded by George Gerbner and Larny Cross.The Researcher used survey Research Design in the collection of data, because it is easier to sought peoples’ opinion using Questionnaire. Simple Random Sampling Method was used to get the sample size for this study which is 70.Data gathered from the study were analyzed, tested and interpreted using simple percentage frequency table and t-test analysis. The researcher was able to find out that majority of the respondents preferred television as their source of advertisement to view the Ovaltine beverage advert. The researcher therefore recommends that advertising should be real and interesting so as to call and retain prospective buyers for the advertised product. And also the manufacturer of Ovaltine beverages should try as much as possible to make their advert consistent in order to increase the awareness of consumers and more patronage.      

TABLE OF CONTENT

Title Page…………………………………………………………………………...i

Declaration…………………………………………………………………………ii

Certification Page………………………………………………………………… iii 

Dedication………………………………………………………………………….iv 

Acknowledgement………………………………………………………………… v 

Table of Content…………………………………………………………………...vi 

Abstract.......……………………………………………………………………... vii  

CHAPTER ONE:   INTRODUCTION 

1.1 Background of the Study……………………………………………………….1 

1.2 Statement of the Research Problem…………………………………………….3 

1.3 Objectives of the study…………………………………………………………4 

1.4 Research Questions……………………………………………………………..4 

1.5 Hypotheses………………………………………………………………...........5

1:6 Scope of Study………………………………….................................................5 

1:7 Significance of the Study……………………………………………………….5

1.8 Limitation of the Study…………………………………………………………5 

1.9 Definitions of Terms……………………………………………………………6 

CHAPTER TWO: REVIEW OF THE LITERATURE 

2:1 Review of Literature...………………………………………………………….7 

2.1.1The Concept of Advertising…………………………………………………...8    

2:1:2The Genesis and Growth of Advertising……………………………………..13 

2:1:3 Importance of Advertisement………………………………………………...9 

2:1:4 Function of Advertising……………………………………………………..10 

2:1:5 Advertising in Nigeria………………………………………………………13

2:2 Definition of Consumer Behaviour…………………………………………...26

2:3 Types of Consumer Buying Behaviour……………………………………….27

2:4The Concept of Ovaltine Beverage History…………………………………...28

2:5 Theoretical Frame Work……………………………………………………...28

2:6 Summary of Literature Review……………………………………………….29 

CHAPTER THREE: RESEARCH METHODOLOGY  

3:1 Research Method……………………………………………………………...30

3:2 Area of Study……………………………………………………………….....30

3:3 Population of the Study……………………………………………………….31 

3:4 Sample Technique/ Sample Size……………………………………………...31 

3:5 Instrument of Data Collection………………………………………………...31 

3:6 Validity of Data Gathering Instrument……………………………………….32 

3:7 Method of Data Collection…………………………………………………...32 

3:8 Method of Data Analysis……………………………………………………..32

3:9 Model of Specification……………………………………………………….33

CHAPTER FOUR: DISCUSSIONS AND FINDINGS

4.1 Socio Economic Characteristics of the Respondents……………………………..25

4.2 How Long Have You Been Using Ovaltine Beverage……………………………28

4.3 How Long Have You Been Aware of the Ovaltine Beverage Advertisement……29

4.4 Access to Advertising Media……………………………………………………..30

4.5 Advertising Media Preferred……………………………………………………...31

4.6 Advert on Ovaltine Beverage……………………………………………………..31

4.7 Describing Ovaltine Beverage Advert…………………………………………….32

4.8 T-Test on the Influence of Ovaltine Adverts on Consumer Behavior…………….34

4.9 Discussions and Findings………………………………………………………….36

CHAPTER FIVE: SUMMARY, CONCLUSSION AND RECOMMENDATION

5.1 Summary……………………………………………………………………………..39

5.2 Conclusion……………………………………………………………………………40

5.3 Recommendation…………………………………………………………………….40

5.4 Suggestion for further studies………………………………………………………..40

References