Television Advertising And Consumer Buying Behaviour: A Case Study Of Beverage Products In Lagos

Table of Content

Chapter One: Introduction

Introduction

• 1.1 Background to the Research
• 1.2 Statement of the Problem
• 1.3 Research Objectives
• 1.4 Research Questions
• 1.5 Research Hypothesis
• 1.6 Significance of the Study
• 1.7 Scope of the Study
• 1.7.1 Geographic Scope
• 1.7.2 Demographic Scope
• 1.7.3 Ideological Scope
• 1.7.4 Timeline Scope
• 1.8 Definition of Terms

Chapter Two: Literature Review / Review of Related Literature

Literature Review

• 2.1 Conceptual Framework
• 2.1.1 Concept of Television Advertising
• 2.1.2 Concept of Consumer Buying Behaviour
• 2.1.3 Beverage Products in Lagos
• 2.1.4 Influence of Advertising on Brand Perception
• 2.1.5 Decision Making Process of Urban Consumers
• 2.2 Theoretical Framework
• 2.2.1 AIDA Model (Attention, Interest, Desire, Action)
• 2.2.2 Howard-Sheth Model of Consumer Behavior
• 2.3 Empirical Studies

Chapter Three: Methodology / Materials and Methods

Methodology

• 3.1 Research Design
• 3.2 Population of Study
• 3.3 Sample Size
• 3.4 Sampling Techniques
• 3.5 Instrument for Data Collection
• 3.6 Procedures for Data Collection
• 3.7 Ethical Considerations
• 3.8 Method of Data Presentation and Analysis

Chapter Four: Data Presentation and Discussion of Findings

Data Presentation and Discussion of Findings

• 4.1 Data Presentation
• 4.2 Data Analysis
• 4.3 Discussion of Findings

Chapter Five: Summary, Conclusion, and Recommendations

Summary, Conclusion, and Recommendations

• 5.1 Summary of Findings
• 5.2 Conclusion
• 5.3 Recommendations
• 5.4 Limitation of The Study
• References
• Appendixes
• Questionnaire

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