Television advertisement of milo beverage on consumers purchasing habit among residents
Table Of Contents
Chapter ONE
INTRODUCTION
- 1.1Introduction
- 1.2Background of Study
- 1.3Problem Statement
- 1.4Objective of Study
- 1.5Limitation of Study
- 1.6Scope of Study
- 1.7Significance of Study
- 1.8Structure of the Research
- 1.9Definition of Terms
Chapter TWO
LITERATURE REVIEW
- 2.1Overview of Television Advertising
- 2.2Impact of Television Advertising on Consumer Behavior
- 2.3Effectiveness of Television Advertising
- 2.4Consumer Psychology and Television Advertising
- 2.5Trends in Television Advertising
- 2.6Television Advertising Strategies
- 2.7Ethical Issues in Television Advertising
- 2.8Case Studies on Television Advertising
- 2.9Comparison of Television Advertising with Other Mediums
- 2.10Future of Television Advertising
Chapter THREE
RESEARCH METHODOLOGY
- 3.1Research Methodology Overview
- 3.2Research Design
- 3.3Data Collection Methods
- 3.4Sampling Techniques
- 3.5Data Analysis Procedures
- 3.6Questionnaire Design
- 3.7Ethical Considerations
- 3.8Pilot Study
Chapter FOUR
DATA PRESENTATION AND ANALYSIS
- 4.1Data Analysis and Interpretation
- 4.2Demographic Analysis of Respondents
- 4.3Impact of Television Advertisement on Consumers' Purchasing Habits
- 4.4Consumer Perception of Milo Beverage Advertisement
- 4.5Comparison of Milo Beverage with Competing Brands
- 4.6Effectiveness of Television Advertisement on Milo Beverage
- 4.7Recommendations for Milo Beverage Advertisement
- 4.8Implications for Future Research
Chapter FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
- 5.1Summary of Findings
- 5.2Conclusion
- 5.3Recommendations
- 5.4Managerial Implications
- 5.5Contributions to Knowledge
Thesis Abstract
Television as an audio-visual platform shows products and services as it is in a persuasive and enticing manner which placed it over others mass media, it is on this impression the research examines television advertisement of Milo beverage on consumers purchasing habit among Uyo residents. Cross-sectional survey research method was used as a quantitative design. Data were collected using questionnaire. The stratified sampling method was used to get the sample size. Data gathered from the study were analysed, tested and interpreted using descriptive statistics (sample percentage, frequency and table). The research finds out that majority of the respondents own a set of television and view Milo advertisement. The research is anchored on two theories which are perception theory and cultivation theory. The research recommends that adverting should be real and interesting so as to call and retain prospective buyers for the advertised product. And also the manufacturers of Milo beverage should try as much as possible to make their advert consistent in order to increase awareness and more patronage for consumers.
Thesis Overview
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