IMPACT OF ADVERTISING ON CONSUMER PATRONAGE
- Project Research
- 1-5 Chapters
- Abstract : Available
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- Recommended for : Student Researchers
- NGN 3000
Abstract
Advertising is an economic promoter with the attribute of persuasiveness. In formativeness has an important contribution to make in terms of increasing sales or demand for the services they rendered and hence increase profitability and also helps customers in making decisions or choice of demand or spend their income wisely.Relevant theoretical and empirical literatures were reviewed to build the study framework. A sample of 254 was statistically drawn and proportionally distributed among the participating bank staff. The primary data used in the study were with the aid of structured questionnaire. Frequency tables and percentages and multiple regression were employed to analyse the data. The study found that radio/television adverts played role in informing the customers about products and services offered by the banks; it have significant influence on persuading the customers; and ultimately patronizing the advertised products and services indicating that the media significant role in positively influencing the attitudes; knowledge and purchase behaviour of target audience of the banks. The study therefore concluded that radio and television adverts have significant effect in advertising commercial banks products and services in Kaduna State.
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