This dissertation is the product of contribution of ideas by the researcher and his supervisor. It is both conventional and simple. The topic of this project, the effects of advertising on consumers buying behaviour in Enugu Metropolis with particular reference to the Nigerian Bottling Company, bottles of Coca-Cola products, is very vast and cannot to have treated all the aspects of the literature involved in this topic within this skeletal outfit. Rather the researcher has selected and x-rayed the vital aspects of the topic relevant to the points she wants to investigate and buttress.
The project covers aspect like the media consumers get their product messages, their perception of advertising messages, that is, either they buy the advertised product or not. Also covered were the impact social groups and religion has on consumer buying behaviour.
In chapter one and two the researcher discussed generally advertising and other factors as they effect the buying behaviour. In chapter three and four discussion was centered on the methods of collecting the data and analysis. In chapter five, there were discussion of the result, implications of the result, recommendations, a number of problems were identified and discussed. The researcher’s conclusion were drawn from points discussed in the proceeding four chapters.
The researcher delved into the effect of advertising on consumer buying behaviour because as a management student he assumes that advertising plays a major role in shaping people’s buying decision and to help advertisers and manufactures, especially those in the Coca-Cola industry, in determining people’s buying behaviour with reference to advertising.
This will also help the researcher and other students too get the practical analysis of effects of advertising on consumer buying behaviour.
This chapter covers the introductory aspect of this project work. It discuses the problems needed to be solved in the other chapters to follow.
For quite sometime now, the rise and fall of the advertising industry, either in a boom or recession period is dependent on the growth of the economy and this reflects the state of any economy. Infact, many companies have come to realise that advertising can constitute itself into a positive force in the marketing of their products. Admittedly, figure on total annual bills of the advertising industry are not easy to come by, nevertheless, it is estimated that Nigeria spends about 0.05 percent of its Cross National Products (GNP) on advertising. And it is hoped that this figure will improve as we attend a greater rate of development in the business sphere.
Undoubtedly, advertising is the most conspicuous of all the businessman’s efforts it forms the promotional or communication program of the businessman. In a competitive environment such as ours, there is the crying need for a manufacturer or seller to use advertising to present his product or service to the potential buyers or consumers.
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