The effects of advertising on consumer behavior, a case study of frarims supermarket Malaba, Kenya.
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Date
2009-08
Authors
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Publisher
Kampala international international, College of Economics and Management
Abstract
The main purpose of this study was to establish the effect of advertising on consumer behavior. While being guided by the statement of the problem "there .is no doubt that advertising has been a significant factor in the economic success of businesses." This was sufficient evidence to show that advertising has been the ingredient that has profited firms. This triggered the researcher to endeavor to establish the effects of advertising on consumer behavior. The main research objectives were, to establish the impact of advertising on consumer behavior, to find out what influences consumer behavior other than advertising and to determine the relationship between advertising and consumer adoption process. The researcher used questionnaire and interviews to collect primary data and library research for secondary data all of which was presented using tables and graphs. The researcher established that advertising had effect on consumer purchase decisions and behavior. Other factors such as social, environmental and individual factors had a considerable influence on the consumer behavior and decisions too. Rate of adoption varied from consumer to consumer and from one group to another. It was deduced that continued advertisement would create awareness of products, influence purchase decisions and behavior. Such modes of advertising as print media, electronic and advertising agencies need to be used often in order to achieve maximum marketing influence on the consumer.
Description
A research dissertation submitted to the faculty of Business and Management in partial fulfillment for the Award of a Bachelor of International Business Administration of Kampala international University
Keywords
Business administration, Advertising, Consumer behavior, Frarims supermarket Malaba,, Kenya