ONLINE ADVERTISING AND CONSUMERS’ PERCEPTION ON PURCHASE DECISION OF SMARTPHONES

TABLE OF CONTENTS

CHAPTER ONE: INTRODUCTION

1.1       Background to the Study                                                                                           

1.2       Statement of the Problem                                                                                           

1.3       Objective of the Study                                                                                               

1.4       Research Questions                                                                                                     

1.5       Hypotheses                                                                                                                 

1.6       Significance of the Study                                                                                           

1.7       Scope of the Study                                                                                                     7

1.8       Operational Definition of Terms                                                                                 7

CHAPTER TWO: REVIEW OF LITERATURE

2.0       Introduction                                                                                                                

2.1       Conceptual Model                                                                                                      

2.2       Review of Relevant Concepts                                                                                               

2.2.1    Online Advertising                                                                                                     

Content                                                                                                                                   

2.2.2    Consumer Perception                                                                                                  

2.2.3    Purchase Decision                                                                                                       

2.2.4    Smartphones                                                                                                               

2.2.4.1 Smartphone Market                                                                                                    

2.2.4.2 Consumers’ Perception of Smartphones                                                                     

2.2.4.3 Consumers’ Purchase of Smartphones                                                                       

2.3       Theoretical Framework                                                                                               

2.3.1    Gibson’s Theory of Direct Perception                                                                        

2.3.2    AIDA Model                                                                                                                          

2.4       Empirical Review                                                                                                        

2.5       Summary                                                                                                                     

CHAPTER THREE: METHODOLOGY

3.0       Introduction                                                                                                                

3.1       Research Design                                                                                                         

3.2       Population                                                                                                                   

3.3       Sample size and sampling Technique                                                                          

3.4       Research Instrument                                                                                                   

3.5       Validity of Research Instrument                                                                                

3.6       Reliability of Research Instrument                                                                             

3.7Administration of Research Instrument                                                                     

3.8       Method of Data Analysis                                                                                                                                                                                                                 

CHAPTER FOUR: DATA ANALYSIS, RESULTS AND

   DISCUSSION OF FINDINGS

4.0.      Introduction                                                                                                                

4.1       Demographic Characteristics of Respondents                                                            

4.2       Discussion of Findings                                                                                               

CHAPTER FIVE: SUMMARY, CONCLUSION AND

 RECOMMENDATIONS

5.1        Summary                                                                                                                     

5.2        Conclusion                                                                                                                 

5.3        Recommendations                                                                                                      

5.3.1        Smartphone Manufacturers, Marketers and Vendors                                                 

5.3.2        Online Advertising Platforms for Smartphones                                                         

5.4        Contribution to Knowledge                                                                                        

5.5        Limitation of the Study                                                                                              

5.6        Suggestion for Further Studies                                                                                   

References                                                                                                                  

Appendix