TABLE OF CONTENTS
CHAPTER TITLE PAGE
Fly Leaf
Title Page – – – – – – – i
Certification – – – – – – ii
Dedication – – – – – – – iii
Acknowledgements – – – – – iv
Table of Contents – – – – – – v-vii
List of Tables – – – – – – viii
List Appendix – – – – – – ix
Abstract – – – – – – – x
- INTRODUCTION – – – – – 1
- Background of the Study – – – – – 1-2
- Statement of the Problem – – – – 2
- Objectives of the Study – – – – – 3
- Research Questions – – – – – 3
- Scope of the Study – – – – – 4
- Significant of the Study – – – – – 4
- Limitation of the Study – – – – – 4-5
- Definition of Terms – – – – – 5-6
- REVIEW OF RELATED LITERATURE – – 7
- Overview of Advertising – – – – – 7-9
- Advertising and Consumer Behaviour – – 9-10
of Star Maggi – – – – – – 10-11
- History of Advertising – – – – – 12
- Advertising and Society – – – – – 12-14
- How Advertising Works – – – – 15-16
- Ikot Ekpene in Perspective – – – – 16-17
- Theoretical Framework – – – – – 17-19
- Review of Studies – – – – – 19-21
- RESEARCH METHODOLOGY – – – 22
- Research Design – – – – – – 22
- Population of the Study – – – – – 22
- The Sample and Sampling Technique – – – 22-23
- Instrument for Data Collection – – – – 24
- Validity and Reliability of Instrument – – – 24
- Method for Data Presentation and Analysis – – 24
- DATA PRESENTATION, ANALYSIS AND DISCUSSION
OF FINDINGS – – – – – – 25
- Data Presentation – – – – – – 25-31
- Discussion of Findings – – – – – 32-33
- SUMMARY, CONCLUSION AND RECOMMENDATIONS
- Summary – – – – – – – 34-35
- Conclusion – – – – – – – 35
- Recommendations – – – – – – 35-36
References
ABSTRACT
This research study was on “The Influence of Advertising on Consumers brand preference of star maggi on House Wives in Ikot Ekpene Urban.” The study use house wives in Ikot Ekpene Urban for investigations. This study had the following objectives; to find out the buying habit of star maggi in Ikot Ekpene Urban. The extent to which the influence of advertising of star maggi on house wives in Ikot Ekpene urban. The researcher adopted survey method as a research designed. A population of 41,000 was used for the study. The study adopted the cluster and systematic sampling technique to select the sample size of 250 from the population. The questionnaire was the instrument for data collection. The study reveals that house wives in Ikot Ekpen Urban are exposed to star maggi advertisement. Also, findings has shown that house wives in Ikot Ekpene Urban are influence by the messages of advertisement of star maggi. It was concluded that the persuasive nature of advertisement enhance the brand preference of star maggi and the influence caused the buying habit. It was recommended that advertising agencies should develop more effective advertising campaign that will attract consumers attention and capture their interest. Also, that manufacturers of star maggi should keep on advertising their product to gain more patronage from consumers. Again, that the advertisers should advertise their product in vernacular so that the messages conveyed could be best understood by the house wives in Ikot Ekpene Urban.
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Advertising is any form of non-personal presentation and promotion of goods and services usually paid for by an identified sponsor.
Advertising is non-personal because its message are not aimed at a particular person but are meant for an anonymous audience.
Advertising is derived from the Latin word “Advertere” which means to turn attention of people to a specific thing.
