Advertising and consumer behavior: a case study of Novida Kampala, Uganda
Loading...
Date
2014-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kampala International University, College of Humanities and social sciences.
Abstract
The aim of the study was to survey the effectiveness of advertisements on buying
behavior of the youth. The study was carried out targeting consumers and nonconsumers of Novida fruit flavored drink.
Cross sectional survey design was used for the study which allowed generalization of
the findings from the selected sample. The target population consisted of the youth
congregation at Kampala
The sample size was 50. The youth were stratified on basis of their difference in
years and then were randomly selected to ensure that both male and female were
represented. The research instrument used was a questionnaire.
The study sought to find out consumption behavior of the consumers as a result of
advertising. The questionnaire objectives were therefore to gather information on
attitudes that consumers had towards Novida’s advertising and the impact of this
advertising on consumers.
Data gathered and results analyzed indicated that advertising did not in fact directly
influence behavior towards the process of making the purchase decision; rather it
only incites purchase but is not a decisive factor when it comes to Novida’s
advertisements. This was attributed to a presence of other factors such as
convenience of products, attractive advertising, promotional activities, and generally
habits that the consumers had developed throughout their lifetimes.
Recommendations were given for further research into these effects of advertising.
The researcher also recommended that other marketing communication tools be
researched on.
Description
A dissertation submitted to the college of humanities and social sciences of Kampala International University in partial fulfillment of the requirement for a Degree in Mass Communication
Keywords
Advertisement, Consumer behavior, Novida Kampala, Uganda