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Influence Of Television Advertising On Consumer Buying Habits Of Guinness Stout
[A CASE STUDY OF IKEJA COMMUNITY OF LAGOS STATE]
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1.4 Research Questions:
The following research questions are formulated to act as a guide in this research:
1. To what extent do people watch advertisements on television?
2. What appeals to consumers in Guinness Stout television advertisements?
3. What is the performance of Guinness Stout in comparison with other competing brands?
4. What level of influence does Guinness Stout advertisement have on consumer buying behaviour of the product?
1.5 Hypotheses:
1) H0 = Consumer choice of Guinness Stout is not related to exposure to advertisements of the product.
2) H0 = Loyalty to Guinness Stout does not depend on the volume of advertising.
1.6 Scope of the Study:
The
study is limited to the residents of Ikeja in Lagos State. The
researcher will only focus on the attitude of the residents of the Ikeja
community in Lagos State towards Guinness Stout, more specifically on
television advertisements of the product in comparison with those of
similar products.
1.7 Significance of the Study:
The result of
the study will be of immense benefit to advertisers of Guinness Stout as
it will provide a guide on planning, production and placement of
television advertisements for the product.
Essentially, this study
makes a significant contribution to the existing literature on the
attitude of consumers towards lager products. The study will also be of
great use to mass communication and marketing students who intend to
take up similar studies.
It is also envisaged that findings from
this study would assist the management of Guinness Nigeria Plc.to
effectively promote their products in the highly competitive environment
of the brewery industry in Nigerian.
1.8 Operational Definition of Significant Terms:
In this research work, the terms defined reflect how the researcher wants them to be understood in the context of this work.
1)
Advertising: A method used to attract the attention of the consumers or
audience to a product. It is a means of persuading them to buy your
view, opinion, ideas and products which are usually done by a sponsor.
2) Consumer: someone who buys goods for consumption
CHAPTER ONE -- [Total Page(s) 3]
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ABSRACT - [ Total Page(s): 1 ]The study was on the Influence of Television on Consumer Buying Habits of Guinness Stout in Ikeja Community of Lagos State. It started with general introduction to the research, statement of the problem and purpose of the study. This was followed by comprehensive literature review of television advertising on consumer buying habits of Guinness Stout in Ikeja community of Lagos State. The researcher made use of the survey design to gather necessary information. Simple random sampling was used to ... Continue reading---
