TABLE OF CONTENTS
CHAPTER TITLE PAGE
Fly Leaf
Title Page – – – – – – – i
Certification – – – – – – – ii
Dedication – – – – – – – iii
Acknowledgements – – – – – iv
Table of Contents – – – – – – v-vii
List of Tables – – – – – – viii
List of Appendices – – – – – ix
Abstract – – – – – – – x
1.0 INTRODUCTION – – – – – 1
- Background of the Study – – – – – 1-3
- Statement of the Problem – – – – – 3-4
- Objectives of the Study – – – – – 4
- Research Questions – – – – – 5
- Scope of the Study – – – – – – 5
- Significance of the Study – – – – – 6
- Limitations of the Study – – – – – 6-7
- Definition of Terms – – – – – 7-8
2.0 REVIEW OF RELATED LITERATURE – – 9
2.1 History of Commercial – – – – – 9-10
2.2 Commercial: An Insight – – – – – 11-14
2.3 Commercial and Consumer Buying Habit – – 14-15
2.4 Commercial Strategies – – – – – – 15-16
2.5 Theoretical Framework – – – – – 17-18
2.7 Review of Studies – – – – – 18-21
3.0 RESEARCH MOTHOLOGY – – – – 22
3.1 Research Design – – – – – – 22
3.2 Population of the Study – – – – – 22
3.3 Sample and Sampling Procedure – – – 23
3.4 Instrument for Data Collection – – – – 23
3.5 Validity and Reliability of Research Instrument – 24
3.6 Method of Data Presentation and Analysis – – 24
4.0 DATA PRESENTATION, ANALYSIS AND
DISCUSSION OF FINDINGS – – – 25
4.1 Data Presentation – – – – – 25-35
4.2 Discussion of Findings – – – – – 36-40
5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary – – – – – – – 41-42
5.2 Conclusion – – – – – – – 42
5.3 Recommendations – – – – – 43
References
ABSTRACT
The study examined the “Influence of AKBC Radio Indomie Noodles Commercials on the Buying Habit of Consumers in Uyo Local Government Area”. A survey design was used for this work. Some of the objectives of the work were to find out if residents of Uyo Local Government Area listen to indomie commercials on AKBC Radio and to assess how AKBC radio commercials affect buying habit of residents of Uyo Local Government Area. Based on this work, the registered voter’s populations of Uyo were 309,573. A sample of 380 was selected using systematic sampling procedure. The instrument used for this work was questionnaire. The study revealed that consumers in Uyo Local Government Area buy indomie noodles because of the commercials on AKBC radio, and commercials on AKBC radio influences consumers buying habit on indomie noodles by increasing the patronage popularity and stales of the product. Based on the findings, the study recommended that any business organizations or establishments that want to maximize profit sustainably should put commercials as a critical factor in their business plan.
CHAPTER ONE
INTRODUCTION
- Background of the Study
Commercial is defines as a non – personal communication of information usually paid for and it is usually persuasive in nature about products, services or ideas by identified sponsor through various media, Aren (1996).
Commercial is a marked tool that serves several functions. It identifies functions; it identifies and differentiates them from others. It also communicates information about the products and includes the trail of the new products, by new users and suggests repurchasing by existing users to increase products use. It also builds brand references and loyalty etc.
Historically, commercial began in the early times when most people could not read and write. The nature of commercial changes from time to time since it s originated, perhaps as 400B.c, until the invention of printing press in about (1440) by Johannes Gutenbery, since then its role has been significantly altered at least twice. Once in response to industrial and once with the annual of affluent society, the past world war II era has been marked by Weber (1945) the growth and radio commercial intense marketing competition and increased attempts to differentiate products through strategies or other techniques.