THE INFLUENCE OF TESTIMONIAL ADVERTISING ON THE BUYING HABIT OF RESIDENTS OF RUMUOKWURUSI

THE INFLUENCE OF TESTIMONIAL ADVERTISING ON THE BUYING HABIT OF RESIDENTS OF RUMUOKWURUSI

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ABSTRACT

This study was carried out in a bid to determine the Influence of Testimonial Advertisement on the Buying Habits of Resident of Rumuokwurusi. The population of the study was residents of Rumuokwurusi and the sample size was 375 which was arrived at using the Taro Yamane sampling procedure. The survey method was used for this research and the questionnaire was the instrument used for data gathering. At the end of the study, it was found out that residents of Rumuokwurusi patronizes products due to the testimonial ads they have seen or heard, that testimonial ads have a great influence on the buying habits of residents of Rumuokwurusi. It was recommended that advertisers should not be tempted to overuse a testimonial as that makes it lose credibility in selling a product. It is also recommended that should also try other ways of marking ideas such as promotions, producing brand variety, etc. it went further to suggest that more studies should be carried out on the influence of testimonial ads on the buying habits of residents of Rumuokwurusi.


TABLE OF CONTENTS

Title                                                                                              Pages

Title page             -                  -                  -                  -                  i

Cover page                    -                  -                  -                  -                  ii

Declaration           -                  -                  -                  -                 iii

Certification                   -                  -                  -                  -                  iv

Dedication              -                -                  -                  -                   v

Acknowledgement                   -                  -                  -                  vi

Abstract               -                  -                  -                  -                 vii

Table of Content  -                  -                  -                  -                viii

List of Table         -                  -                  -                  -                 xi                                    

CHAPTER ONE: INTRODUCTION

1.1          Background of the Study         -                  -                  -                  1

1.2          Statement of the Problem         -                  -                  -                  5

1.3          Objectives of the Study  -                  -                  -                  6

1.4          Research Questions                  -                  -                  -                  6

1.5          Justification of the Study         -                  -                  -                  7

1.6          Delimitation of the Study         -                  -                  -                  7

1.7          Limitation of the study   -                  -                  -                  7

1.8          Operational Definition of Terms                 -                  -                  8

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1         Review of Concepts  -                  -                  -                  9

2.1.1      Advertising                -                  -                  -                  9

2.1.2      Testimonial Advertising               -                  -                  10

2.1.3      Consumer Behavior  -                  -                  -                  14

2.2          Review of Opinions  -                  -                  -                  15

2.2.1       Advertising Objectives                -                  -                  15

2.2.2       Importance of Advertising           -                  -                  16

2.3          Review of Studies                        -                  -                  20

2.4          Theoretical Framework               -                  -                  23     

2.4.1       Uses and Gratification Theory    -                  -                  23

2.4.2       Cognitive Dissonance Theory      -                  -                  26


CHAPTER THREE: RESEARCH METHODOLOGY

3.1       Research Method                  -                  -                  -                  29

3.2       Population of the Study        -                  -                  -                  30

3.3       Sample Size and Sampling Procedure                -                  30

3.4       Description of Research Instrument         -                  -                  33

3.5       Validity of the Research Instrument         -                  -                  33

3.6       Method of Data Collection             -                  -                  33

3.7       Methods of Data Analysis              -                  -                  34

CHAPTER FOUR: DATA ANALYSIS, PRESENTATION

                        AND DISCUSSION OF FINDINGS   

4.1       Data Presentation and Analysis     -                  -                  35

4.2       Discussion of Findings                             -                  -                  40

CHAPTER FIVE:  SUMMARY, CONCLUSION

                       AND RECOMMENDATION

5.1      Summary of Findings   -                  -                  -                  45     

5.2      Conclusion                             -                  -                  -                  46

5.3      Recommendation                   -                  -                  -                  47

5.4     Suggestions for Further Studies                 -                  -                  47

          References

          Appendix


LIST OF TABLES

   Table                                                                                             Pages

Table 1:      Respondent’s Gender    -                  -                  -        35

Table 2:      Age Range of Respondents               -                  -        35

Table 3:      The media that Respondents View   -                  -        36

          Testimonial Ads Mostly

Table 4:      How Often Respondents View Testimonial Ads  -        36

Table 5:      Do Respondents enjoy watching Testimonial Ads        -        36

Table 6:      Products Patronized Through Testimonial Ads   -        37

Table 7:      If Respondents Think Using Celebrities Make              

                    Testimonial Ads Interesting    -                            -        37

Table 8:      If the Use of Celebrities in Testimonial

                     Ads Influence their Buying Habits                     -        38

Table 9:      If Respondents Think Testimonial Ads

                    Promote the Product and Services it Advertises  -        38

Table 10:    If Testimonial Ads Persuade Respondents to

          Patronize the Products and Services it Advertises


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