AbstractThis research work was aimed at finding the Impact of NTA Enugu Commercials on
Consumers Demand for Malta Guinness. The researcher made use of the survey design to
gather necessary information. Copies of questionnaire were administered and retrieved from
the respondent. The findings showed that NTA, Enugu commercials have impact on
consumers demand for Malta Guinness. Also commercials affect the choice of products in a
competitive market. The researcher made some recommendations based on the findings of the
research. That companies should endeavour to spend reasonable amount of money on
commercials, which would be regained through increased sales volume. Manufacturing
companies should also carry out more pre-advertising and post advertising researches so as to
determine effectiveness of the commercial made.
TABLE OF CONTENTSTitle page i
Declaration ii
Certification iii
Dedication iv
Acknowledgements v
Table of contents/figures vi
List of tables ix
Abstract x
CHAPTER ONE: INTRODUCTION
1.1 Background of the study 1
1.2 Statement of the problem 4
1.3 Objectives of the study 4
1.4 Research questions 4
1.5 Hypothesis 4
1.6 Scope and limitation of the study 5
1.7 Significance of the study 5
1.8 Operational definition of significant terms 6
8
CHAPTER TWO: REVIEW OF LITERATURE
2.1 Introduction 7
2.2 Review of concepts 7
2.2.1 Nigerian Television Authority 7
2.2.2 The concept of television 9
2.2.3 The concept of consumer demand 10
2.2.4 The concept of Malta Guinness 11
2.3 Review of related studies 12
2.4 Theoretical framework 17
2.5 Summary 18
CHAPTER THREE: RESEARCH METHOD
3.1 Introduction 19
3.2 Research design or Research technique 19
3.3 Population of study 20
3.4 Sampling technique/sample 21
3.5 Description of research instrument 21
3.6 Validity and reliability of data gathering instrument 22
3.7 Method of data collection 22
3.8 Method of data analyses 22
CHAPTER FOUR: DATA PRESENTATION AND DISSCUSION OF FINDINGS
4.1 Introduction 24
4.2 Data presentation and analyses 24
4.3 Testing of hypothesis 32
4.4 Discussion of findings 35
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Introduction 38
5.2 Summary of findings 38
5.3 Conclusions 39
5.4 Recommendations 40
5.5 Suggestions for further studies 40
References 41
Appendix 43
