EFFECTS OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR

( A CASE STUDY OF UNILEVER PLC, ABUJA)

BY

IBRAHIM BABA YUNUSA

(NOU 182009913)

MARCH 2024

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EFFECTS OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR
( A CASE STUDY OF UNILEVER PLC, ABUJA)

BY

IBRAHIM BABA YUNUSA

(NOU 182009913)

BEING A RESEARCH PROJECT SUBMITTED TO POST-GRADUATE

SCHOOL, NATIONAL OPEN UNIVERSITY OF NIGERIA, (NOUN),
ABUJA MODEL STUDY CENTRE, ABUJA IN PARTIAL FULFILMENT
OF THE REQUIREMNET FOR AN AWARD OF MASTERS IN
BUSINESS ADMISTRATION (MBA).
DEPARTMENT OF BUSINESS ADMISTRATION, FACULTY OF
MANAGEMENT SCIENCIES,
NATIONAL OPEN UNIVERSITY OF NIGERIA(NOUN)- ABUJA

MARCH 2024

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 DECLARATION
I hereby declare that this research work titled: “The Effect of Advertising on
Consumer Buying Behaviour” is the result of my effort and a product of my
research findings. All materials used have been duly acknowledged. I therefore
wish to state that I accept responsivity for any shortcomings and errors.

Ibrahim Baba Yunusa ______________ _______________

Name of Student Signature Date

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 APPROVAL PAGE
This is to certify that this research work titled: “The Effect of Advertising on
Consumer Buying Behaviour” Case Study of Unilever Plc Abuja by Yunusa,
Ibrahim Baba meets the partial requirements governing the award of Masters in
Business Administration (MBA) of the National Open University of Nigeria
(NOUN), Abuja Model Centre and is therefore approved for its contribution to
knowledge and literary presentation.

Dr Gaddafi Ibrahim ______________ _______________

Supervisor Sign Date

_______________________ ______________ _______________

Head of Department Sign Date

_______________________ ______________ _______________

External Examiner Sign Date

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 DEDICATION
I dedicate this work to the glory of Allah (SWT) and my late parents Alh. Yunusa
and Hajia Adama Baba Aguye and also to my wife, children and family, for their
support and understanding during the course of this work. Alhamdulillah.

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 ACKNOWLEDGEMENT
My sincere gratitude to Allah (SWT) who spared me the life and provided the
wherewithal to undertake the writing of this Project exercise, which was
challenging and full of mental strain.

My gratitude to my distinguished and able Supervisor, Dr. Gaddafi Ibrahim for

his diligence, understanding, assistance and constructive criticism throughout the
course of this research work. Despite his demanding schedule, he created and
devoted time and effort to supervise this study. I remain eternally grateful.

I wish to appreciate my brother Abdulkarim Yunusa for painstakingly typing the

manuscript of this research work. To my immediate and extended family for the
love and understanding and finally to Mallam Nuhu Isa, for contributing in no
small measure to the success of this program.

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 ABSTRACT
This research examined the relationship between advertising and buying

behaviour of the consumer. Buying behaviour is defined as the behaviour towards

the purchasing of goods and services. In this research, there is a major focus of

the advertising on the consumer buying decision of customers of Unilever Plc

Abuja. Advertisement is confronted with low literacy level which limit the actual

audience receiving the message. Organizations perceive advertising as

unnecessary in a typical market environment of scarcity and competing demands.

However, advertisement has become one of the fastest tools among the

promotional mix to reach consumers. The analysis of data shared that there is a

significant impact of advertising on the consumer buying decision making. When

there is a great effort at advertising a product, the customers are more affected.

So, there is a positive relation between the advertising and consumer buying

decision.

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 TABLE OF CONTENTS
CONTENTS PAGE
Cover Page ………………………………………………………………
Title Page ……………………………………………………………… i
Dedication ……………………………………………………………… ii
Declaration ……………………………………………………………… iii
Approval Page ……………………………………………………… iv
Acknowledgement ……………………………………………………… v
Abstract ……………………………………………………………… vi
Table of Contents ……………………………………………………… vii

CHAPTER ONE: INTRODUCTION

1.1 Background To the Study and Context …………………………… 1
1.2 Statement of Problem……………………………………………… 3
1.3 Research Objectives………………………………………………… 4
1.4 Research Questions………………………………………………… 4
1.5 Research Hypothesis……………………………………………… 4
1.6 Significance of the Study…………………………………………… 5
1.7 Scope of the Study………………………………………………… 6
1.8 Structure of the Thesis……………………………………………… 6
1.9 Operational Definition of Terms …………………………………… 7

CHAPTER TWO: LITERATURE REVIEW

2.0 Conceptual Framework……………………………………………… 9
2.1 Concept of Advertising……………………………………………… 11
2.2 Concept of Consumer Buying Behaviour…………………………… 13
2.3 Roles of Demographics and Psychographics in Consumer Behaviour 14
2.4 Types of Advertisements and Their Impact………………………… 16
2.4.1 Classification of Advertisements…………………………………… 17

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2.5 Emotional Versus Rational Approaches to Consumer Buying Behaviour
……………………………………………………………………… 19
2.6 Roles of Advertising in Marketing………………………………… 21
2.7 Psychology of Consumer Buying Behaviour……………………… 25
2.7.1 Factors Affecting Consumer Behaviour…………………………… 27
2.7.2 Post Purchase Evaluation…………………………………………… 32
2.8 Models of Consumer Decision Making…………………………… 33
2.9 Relationship Between Advertising and Consumer Behaviour……… 34
2.10 Empirical Review…………………………………………………… 36
2.11 Theoretical Review………………………………………………… 39

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Introduction………………………………………………………… 42
3.2 Research Design…………………………………………………… 42
3.3 Sources of Data……………………………………………………… 43
3.4 Population of Study………………………………………………… 43
3.5 Sample Size and Sample Technique………………………………… 43
3.6 Methods of Data Collection………………………………………… 44
3.7 Operationalization of Variables……………………………………… 45
3.8 Methods of Data Analysis…………………………………………… 45
3.9 Reliability and Validity of Instruments……………………………… 46
3.10 Limitation of Study………………………………………………… 47

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.0 Introduction………………………………………………………… 48
4.1 Data Presentation…………………………………………………… 48
4.1 Analysis of Part A: Background Information ……………………… 48
4.2 Data Analysis and Interpretation …………………………………… 52
4.3 Test of Hypothesis…………………………………………………… 54

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4.4 Summary of Results and Discussion……………………………… 56

CHAPTER FIVE: SUMMARY, CONCLUSION AND

RECOMMENDATIONS
5.0 Summary…………………………………………………………… 58
5.1 Findings and Conclusions…………………………………………… 59
5.2 Recommendations…………………………………………………… 60
5.3 Suggestions for Further Study……………………………………… 63
References………………………………………………………………… 64
Appendix…………………………………………………………………… 66

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