INFLUENCE OF ADVERTISEMENT IN CONSUMER’S BUYING BEHAVIOUR

ABSTRACT

Most firms pay much for advertisement, with the aims of increase in sale and profit. The question then is does increase in advertisement result to increase in sale? This study has attempted to carry out a comprehensive analysis of the influence of advertising on consumer buying behavior using Coca-Cola (coke) advertisement as a case study. This study was primarily designed to evaluate the relationship between advertising which is a pay non-personal form of communication by an identified sponsor and passing through the mass media and consumer buying coca-cola (coke) because advertisement has a corresponding influenced consumer with regard to other promotional tools and marketing mix element. The primary data were collected through a structured questionnaire administered to the sample and personal interviews with the management. Three research questions and three hypotheses were used and trended in this study for their analysis, sample percentage were used in analyzing data for the research question.             The chi-square technique was employed to test the hypotheses after the analysis and interpretation of data. Increase in advertising help the increased in purchase of coca-cola (coke). The research study was concluded with some valuable recommendation to the management of Nigeria bottling company and few suggested areas of further research.