Advertising and consumer behavior: a case study of Novida Kampala, Uganda
| dc.contributor.author | Achan, Jackline | |
| dc.date.accessioned | 2019-11-25T09:14:40Z | |
| dc.date.available | 2019-11-25T09:14:40Z | |
| dc.date.issued | 2014-06 | |
| dc.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 | en_US |
| dc.description.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. | en_US |
| dc.identifier.uri | http://hdl.handle.net/20.500.12306/4512 | |
| dc.language.iso | en | en_US |
| dc.publisher | Kampala International University, College of Humanities and social sciences. | en_US |
| dc.subject | Advertisement | en_US |
| dc.subject | Consumer behavior | en_US |
| dc.subject | Novida Kampala | en_US |
| dc.subject | Uganda | en_US |
| dc.title | Advertising and consumer behavior: a case study of Novida Kampala, Uganda | en_US |
| dc.type | Other | en_US |