Influence Of Television Advertising On Consumer Buying Habits Of Guinness Stout In Ikeja Community Of Lagos State

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Abstract

Thestudywas on theInfluenceofTelevision on Consumer BuyingHabits of Guinness Stoutin Ikeja CommunityofLagos State.It started with general introduction to the research, statement ofthe problem and purposeof thestudy. This wasfollowed bycomprehensive literaturereview oftelevision advertising on consumer buyinghabits of Guinness StoutinIkejacommunityof Lagos State. Theresearcher madeuseof thesurveydesignto gather necessaryinformation. Simple random sampling was used to select a sample ofthe population. Through theresearch methodologyinvolving collection ofdata fromasampleof residents ofIkejainLagos State,

theresearcher applied self-administered questionnairetoobtain primarydata which was later analyzed bysimple percentage and the hypothesesweretested usingthechi-squareanalysis method. The resultshowed that television was viewed as the mostpreferred medium of advertisement of Guinness Stout. The researchermadethe recommendation based on the findings that moreattention should be focusedonusingtelevision medium for advertisement of Guinness Stout.

Table of Content

ChapterOne: Introduction

1.1 Background ofTheStudy 1

1.2 Statement ofTheProblem 5

1.3 Objectiveof TheStudy 5

1.4 ResearchQuestions 6

1.5 Hypotheses 6

1.6 Scopeof theStudy 6

1.7 Significanceof theStudy 7

1.8 Operational Definition ofSignificant Terms 7

ChapterTwo: Review of Literature

2.1Introduction 8

2.2 Reviewof Concepts8

2.3 Reviewof Related Studies

2.4 Theoretical Framework

2.5 SummaryofLiteratureReview

ChapterThree:ResearchMethod

3.1Introduction

3.2 ResearchDesign

3.3 Population of Study

3.4 SamplingTechnique

3.5 Description of ResearchInstrument

3.6 Validityand Reliabilityof Data Gathering Instrument

3.7 Method ofData Collection

3.8 Method ofData Analysis

ChapterFour: DataPresentationandDiscussionOfFindings

4.1Introduction

4.2 Data Presentation and Analysis

4.3 Test of Hypotheses

4.4 Discussion of Findings

ChapterFive:Summary, ConclusionandRecommendations

5.1Introduction

5.2 Summary

5.3 Conclusion

5.4 Recommendations

5.5 Suggestions forFurther Studies

References

Appendix A

Appendix B

Questionnaires

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Influence Of Television Advertising On Consumer Buying Habits Of Guinness Stout In Ikeja Community Of Lagos State

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