Influence Of Advertising On Consumer Purchase Behaviour (A Study Of Guinness Nig Plc)

ABSTRACT

The research work examines the influence of advertising on costumer purchase behaviour with particular reference to Guinness Nigeria PLC. Data were collected from both primary and secondary sources and were ana1yzed based on Analysis of Variance (ANOVA). Spearman's correlation coefficient and Pearson's correlation coefficient. The findings show that consumers, dealers and members of the sales brace of the company studied were of the same opinion that advertising is significant in the management of consumer complex decision making process. Respondents assess advertisement at a high level of significance in consumer limited decision making process. Therefore it recommends that products should be made to give the consumer the advertised benefits, also advertisement should be structured to aid consumers have awareness, desire and motivate them to purchase actions,