EFFECT OF ADVERTISING ON CONSUMER BUYING BEHAVIOR: A STUDY OF GLOBACOM NIGERIA LTD
Abstract
The study examines the “Effect of Advertising on Consumer buying behavior. A case study of Globacom Nigeria Ltd” The study specifically examines the effect of online advertising, print media advertising and broadcast media advertising in Globacom Nigeria Ltd. The study adopted survey design and questionnaire was used as the instrument for data collection. The population of the study consists of 14 senior employees of Globacom Nigeria Ltd. Simple percentage and frequency tables were used for data analysis and test of hypotheses. Regression analysis was used as the technique of data analysis and test of hypotheses. Findings of the study revealed that online advertising, print media advertising and broadcast media advertising have significant effect on Globacom Nigeria Ltd. The study recommended that, management of Globacom Nigeria Ltd should use online advertising to improve performance, the company should use magazines, posters and newspapers to significantly improve sales performance and advertising through the radio and television should reflects the true image of the company to attract more customers to the company.
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