ABSTRACT

The research work examine the influence of advertising on consumer purchase behaviour with particular reference to Guinness Nigeria PLC. Data were collected from both primary and secondary sources and were analyzed 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 force 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. 

TABLE OF CONTENT

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of Content vi

Abstract viii

Chapter One

1.1 Introduction 1

1.2 Background of Study 3

1.3 Statement of Problem 4

1.4 Objective of the Study 4

1.5 Significance of the study 5

1.6 Definition of terms 5

1.7 Literature Review 7

1.8 Origination of work 11

Chapter Two

2.0 Methodology 15

2.1 Data Source and Limitation 15

2.2 Assumptions for Statistical quality control 15

2.3 method of analysis 18

Chapter Three

3.0 Data analysis and interpretations 22

3.1 Justification of assumptions 22

3.1.1 Normality test 22

3.1.2 Constant variances of the data 25

3.1.3 Tests for tests for randomness of the data 26

3.2 Data analysis 28

3.2.1 Control chart for pH value 28

3.2.2 Control chart for total dissolved solids 30

3.2.3 Control chart for total Hardness 34

Chapter Four

4.0 Summary, Conclusion and Recommendation 37

4.1 Summary 37

4.2 Conclusion 39 

4.3 Recommendation 40

References

Appendix A

Data presentation of the pH value 43

Data presentation of the total dissolved solids 44

Data presentation of the total hardness 45

Appendix B

Computation of chi square test of normality for pH value 46

Computation of chi square test of normality for total dissolve solids 46

Computation of chi square test of normality for total hardness 46

Appendix C

Runs for ph value 47

Runs for total dissolved solids 48

Runs for total hardness 49

Appendix D

R- program for mad chart 50

R - program for mean chart 51